| The image construction plays a crucial role in the development of state-owned enterprises(SOEs).It is important strategy for the steady development of SOEs especially in the Internet era.Based on the status and analysis of the problems existing in image construction of the SOEs,this essay has discussed the contents,elements,subjects,goals,principles and strategies for the image construction of SOEs based on the Social Media.Furthermore,the essay has elaborated strategies with more details taking CECEC5 b as an example.The image of SOEs is a subjective reflection of the public.It ' s an overall impression,which was established by various signs of the SOEs,and was felt through association with SOEs.It's an external manifestation of the SOEs' spirit culture.Currently,the image construction of the SOEs has been gradually explored with the social media,but it relies more on traditional media like advertising,newspublicity,and event marketing.Problems such as uncleared brand position,lacked culture implications,inadequate innovation of symbol system,weak social responsibility,especially the insufficient attention to the new social media platforms,still persist.The SOEs must carry out political responsibility,realize public identification and establish social image through corporation image.The image construction of SOEs based on social media has the characteristics of diversified channels,various symbols,extensive participation and independent choices.The key elements of the image construction of SOEs mainly include SOE symbols,SOE carriers,and SOE connotation,etc.The main involvementsof the image construction of SOEs are SOE itself,all staff,and diversified relationships.Expanding positive publicity effect to strengthen corporation influence,building up positive image to enhance the sense of identity,maintaining social image to increase the sense of mission are three main targets for the image construction of SOEs.As a SOE with strong Chinese characteristics,its image construction should follow initiative,systematic,and professional principles.The strategies for image construction of SOEs based on social media include channel strategy,content strategy,marketing strategy and guarantee strategy. |
