Research On The Internal Communication Of Wechat Public Accounts In Corporate Culture

First-class enterprises depend on culture.As a kind of "soft management means",corporate culture closely connects the staff from top to bottom.The management of modern enterprises attaches great importance to the dissemination and construction of corporate culture.From the perspective of corporate culture communication channels,enterprises in the era of traditional media mostly use internal magazines,propaganda boards,posters and so on.The rapid development of network new media communication technology has given new carriers for corporate culture communication,such as corporate wechat public account,micro-blog,corporate forum,etc.As the most influential and widely used emerging media,Wechat has been widely used in the dissemination of corporate culture.At present,many enterprises have established Wechat public accounts to spread corporate culture and actively disseminate their own culture.This paper takes the "JD Culture" Wechat public account of JD Group as an example,through literature survey,case study and questionnaire survey,explores the current situation and effect of Wechat Public Account communication channels on the internal culture of enterprises,and puts forward suggestions for Wechat Public Account to better disseminate corporate culture.The author worked as an intern in the corporate culture department of JD Group for half a year and was responsible for the operation and cultural communication of "JD Culture" WeChat official account.It was convenient to obtain first-hand information of JD's cultural values,and it was easy to communicate with employees via WeChat official account,which increased the authenticity and convenience of the research.Firstly,this paper discusses the research status of corporate culture,intra-organizational communication and Wechat public account,which provides a solid theoretical basis for the study.In the second and third chapters,through qualitative analysis,the dissemination of Wechat public accounts in different corporate cultures is compared with that in Alibaba and Tencent,which are well-known Internet enterprises in China,and the similarities and differences of the dissemination of Wechat public accounts in different corporate cultures are analyzed.In the longitudinal study,Lasswell's 5W communication theory is used to analyze the status quo of Weixin Public Account's dissemination of "JD Culture" in depth,which provides a realistic basis for establishing a good corporate culture internal dissemination mechanism.In the fourth chapter,the author carries out a questionnaire survey on employees in JD,using descriptive statistical analysis and regression analysis for data processing,to study whether employees' perception of Wechat public accounts,emotional attitudes,forwarding behavior,demographic factors and other factors affect the dissemination effect.The research finds that Wechat Public Account plays a great role in the internal communication of corporate culture.Employees' cognition,attitude and behavior of Wechat Public Account will have a significant impact on the communication effect.In these three levels,the cognitive level-whether employees pay attention to the public numbering,how long they pay attention to it,and whether they often read the tweets has the greatest impact on the communication effect.Therefore,enterprises should increase the attention of employees,actively cultivate operational personnel,enhance content attraction,and combine communication channels,so that the new media channel of Wechat Public Account can play a better role in disseminating corporate culture within the organization.This paper combines empirical research with corporate culture communication theory.On the one hand,it uses empirical quantitative data to explore the effect of communication channels on corporate culture communication,which makes up for the vacancy of academic research.On the other hand,it uses 5W theory to deeply analyze the communication situation of Wechat Public Account on corporate culture,and provides reference for the communication of corporate culture and other corporate culture.