Study On The Communication Of Baotou Steel's Corporate Culture In The New Media Era

66 years ago,new China established Baotou Iron and Steel Co.,Ltd.in Baotou,Inner Mongolia.The enterprise culture of "century old shop" was the key factor of its core competitiveness.Corporate communication was born in 1923,which was first proposed by Professor Sandra Oliver.Enterprise communication is a subject that studies how enterprises use organizational efficiency,media and social communication.In the era of new media,famous enterprises with great influence,such as Huawei and Baowu group,have transformed corporate culture communication from "soft power" to "hard core" of product selling and enterprise development.Baotou Steel's group urgently needs to have professional new media communication team,especially based on market division of labor,and also lacks media technology and promotion mode based on market competition.Baotou Steel's news and communication work has the organizational attribute of a large state-owned enterprise.In fact,it still takes the propaganda department to lead the operation pattern of traditional media.Due to the relatively conservative propaganda concept,the cognition of corporate culture communication needs to be updated.From the perspective of the media,the staff group with the dual conditions of internal communication audience and external communication origination is limited by the system constraints and consciousness recognition,which leads to the two-way communication of corporate culture in Baotou Iron and Steel Co.,Ltd.that the media extends to the non integration,non interaction and inefficiency of people.Among the carriers of Baotou Steel's corporate culture communication,the technology content of new media products is low and the communication scope is narrow,which weakens the corporate culture of Baotou Steel's external communication force,and then limits the social influence of Baotou Steel.There are some problems in this paper: the related Baotou Steel's videos,especially the promotional videos,are homogeneous in content,not delicate and vivid,with a high style,boring,dogmatic and uniform in format;the short videos have more "live to shoot and direct transmission",which affects the communication effect of corporate culture with high identification;the media,with a single internal communication channel,solidified external communication channels,and rich in mass distribution,and Lack of differentiation and segmentation needs to be strengthened in cross-border impression and vertical push.The methods to solve the problems: to carry out diversified video communication,extract the essence of Baotou Iron and steel corporation culture,improve the deficiencies of content and expression methods in creation and production;new media products must be classified with specialized technology,strengthen the grasp of details;to shoot professional documentary,with a sense of reality,grounded and full of human feelings.Strategy: first of all,based on the existing new media products of Baotou Iron and Steel Co.,Ltd.,the distribution and communication types are diversified.With short video as the main part,multi-channel network communication,precise recommendation,external communication in different fields,objects and levels,new media products with high added value of "1 + 1 > 2" are produced.Secondly,we should pay attention to the shooting materials of humanistic care,depict the details of expression,improve the professional level,and improve the lack of content expression.It is also necessary to strengthen the video communication,expand the external communication of Baotou Steel's corporate culture,and improve its cross-border and cross industry popularity.With the comprehensive use of network communication platform and social media,the employees play a synergistic effect to significantly enhance the corporate culture communication of Baotou Steel,and expand the social influence of Baotou Steel.Media transformation and upgrading rapidly,5G has come,Internet plus and so on.The author selected the topic of Baotou Steel's enterprise culturecommunication research,which originated from the observation and thinking of the current situation and trend of Baotou Steel's enterprise culture communication and work experience;based on the research methods of summer research interview and video content analysis,the author made an analysis and Research on Baotou Steel's enterprise culture communication mode.At present,there are few researches on "video communication of state-owned enterprise culture",especially on "video communication of Baotou Steel's enterprise culture".This also shows that the influence of Baotou Steel is not big enough.For a long time,there has been a weak link in the research of "video communication of state-owned enterprise culture"."Cultural communication of state-owned enterprises" is a big research field,which should be cherished and applied.To sum up,this paper is to carry out research in order to solve the problem.The text is divided into six parts: introduction + four chapters +conclusion.The introduction introduces the significance of the topic,literature review,research methods,content innovation and expected results.The first chapter is the introduction of Corporate Communication in the new media era,the introduction of corporate communication layer by layer,and the discussion of corporate culture communication.The second chapter discusses the corporate culture communication of Baotou Iron and Steel Co.,Ltd.more specifically.It introduces the corporate culture theme of Baotou Iron and Steel Co.,Ltd.with the corporate image of Baotou Iron and Steel Co.,Ltd.and studies the main carrier of corporate culture communication of Baotou Iron and Steel Co.,Ltd.with chart and frame classification: video.From the three network video platforms customized and transmitted by Baotou Steel Enterprise media,311 videos containing "Baotou Steel" content are selected for video analysis,and the elements of Baotou steel enterprise culture communication are extracted from them.Some of them are analyzed in detail in the appendix table.The author investigates the Baotou Steel News and publicity department,finds out the materials,and summarizes the corporate culture concept system of Baotou Steel and the developmentprocess of corporate culture communication of Baotou Steel.In the third chapter,due to the content deviation and insufficient penetration of corporate culture communication in Baotou Steel's daily and Baotou Steel's TV,the author focuses on the resource analysis of corporate culture communication in Baotou Steel and the investigation of transmission /reception status to explore the strategies to solve the problems.The author would like to refine the title with limited literary thinking and support the argument with the theory of news communication and new media.This paper adopts the method of field and network investigation and research:investigating and interviewing rail and beam factory,seamless factory and power supply factory of three basic units of Baotou Iron and Steel Co.,Ltd.,227 basic and front-line employees in total,and answering 55 questionnaires;collecting 1188 effective questionnaires from the network,according to the three elements of answering speed,serious attitude,thinking and creativity of each questionnaire,the questionnaire with high quality is selected.713;the author has integrated more than ten years' work experience equivalent to a long-term field survey.It is expected to do research on the combination of quantification and quality.In addition,the survey interviewed Baotou Steel's media practitioners.To sum up,the resources of Baotou Steel's corporate culture communication are summarized as follows: a Divine Song "prairie morning song";a divine horse "double winged divine horse";a historic major ribbon cutting "Premier Zhou Enlai's ribbon cutting for Baotou Steel's No.1blast furnace",which condenses and spreads Baotou Steel's corporate culture into the unforgettable impression of the public.The main carrier to spread the positive energy of Baotou Steel's corporate culture is the main product quality and praising the model typical characters.The external communication effect of Baotou Steel's product brand is remarkable,but the excessive typical character publicity "covers more with less" ignores the popular communication to the grass-roots employees.Baotou Steel's corporate culture communication,empowerment in the Propaganda Department,empowerment in the news center,there is still a problem of attaching importance to internalcommunication and ignoring external communication.The fourth chapter focuses on the new media communication path and strategy of Baotou Steel.The media impact analysis,the fit degree and satisfaction analysis of the communication content and the needs of the audience are done.The path of new media is analyzed: the communication plan of Baotou Steel,the operation of official account,the media influence of the new media product presentation process,the correspondence between the communication and the audience needs,and the satisfaction analysis.Summarizing the dissemination strategy of Baotou Steel's corporate culture,the paper summarizes four different points: to understand the connotation of Baotou Steel's enterprise culture,grasp the fresh material at the grassroots level,grasp the communication nodes of the enterprise media,clarify the links of multiple dissemination values,optimize the contents of the official account,and promote the spontaneous communication of the employees or individuals in Baotou Steel Group;Road and measures to expand the external spread of Baotou Steel corporate culture,and continue to expand the influence of Baotou Steel.Although the innovation of corporate culture communication in Baotou Iron and Steel Co.,Ltd.has some shortcomings,it can provide enlightenment for other enterprises to run corporate culture communication.This paper combines the theory of news communication with the theory of corporate culture communication,investigates the data and explores the communication route to supplement some research gaps;through the theories of news communication such as 5W,the third-party effect,accurate recommendation and post audience,the study of corporate culture communication in Baotou Iron and Steel Co.,Ltd.may have reference value for other corporate culture communication.