A Probe Into The Public Welfare Communication Strategy Of Enterprises Under The New Media Environment

After China's entry into WTO,in the face of fierce market competition environment,Chinese enterprises must enhance their competitiveness in an all-round way.This not only requires enterprises to invest more in product quality,technological innovation,industrial chain upgrading and other hardware aspects,but also needs to focus on the construction of soft power,such as actively fulfilling social responsibility and strengthening the construction of corporate culture.Establish a good corporate image,etc.An enterprise with a long-term development prospect should have the ability to make a long-term profit,and the ability to make a long-term profit is based on a good corporate image and a sustained understanding of the enterprise by the public,but conscientiously fulfill its social responsibility.Actively participating in the Construction of Public Welfare is to obtain the Public Service The important way of public cognition,at the same time,can create a good image of the enterprise,improve the reputation of the enterprise and consumer viscosity.Seek the opportunity for the long-term development of the enterprise.While enterprises carry out public welfare activities,they are also carrying out public welfare communication.How do enterprises make use of public welfare activities and better promote their image,brand and culture to the public through the dissemination of public welfare activities? It is a problem that enterprises need to think about.In 2015,the Internet has become a national strategy,promoting the development and change of all fields of society.The new environmental reform creates a new communication mode and brings a new path to the public welfare communication of enterprises.Carrying out public welfare activities is the performance of social responsibility,through the dissemination and promotion of public welfare activities to increase the brand exposure of enterprises,so as to establish a responsible image of corporate citizens.At the same time,to a certain extent,poverty alleviation and relief can ease social contradictions and help build a well-off society in an all-round way.From the point of view of communication,this paper takes the construction of corporate image as the thinking,thinks about how to carry out the communication activities with the content of "public welfare activities" under the new media environment,and explores the communication strategies in line with the current communication situation and the conditions of the enterprises themselves.The ultimate goal is to promote enterprises to achieve the goal of public welfare communication efficiently and accurately,so as to promote the sustainability of enterprises for a long time.Development In the introduction,I explain the research purpose and research value of this topic,and sort out the previous research results.The main body is divided into four chapters,respectively,from the target strategy,positioning strategy,channel strategy,implementation strategy four aspects to explore the ways and means for enterprises to carry out public welfare communication activities,combined with the setting of the network agenda.Opinion leaders and other communication theories demonstrate the communication strategies used by communication subjects in the process of communication.And collate the successful public welfare communication cases in the Internet era as auxiliary support,which has certain reference significance for enterprises.It is hoped that through this research,enterprises can understand the new media ring.Under the environment,we should spread the new situation,master the new means and skills of public welfare communication,and achieve the established goal of public welfare communication with higher efficiency,so as to contribute to the sustainable and long-term development of enterprises.