Research On Public Benefit Communication Of Alibaba Group

With its convenient and efficient new mobile communication technology,the Internet is gradually changing the dissemination of traditional public welfare,and Internet enterprises emerge at the right moment.As a representative of Internet enterprises,alibaba has always taken the large ecology of public welfare as its development direction,and is committed to starting the era of "public welfare 4.0".Based on Internet companies public communication research,selecting the typical "alibaba public enterprise" as a case study,from the perspective of communication studies,based on the theory of corporate social responsibility theory and media function,USES the questionnaire survey,semi-structured interviews,participatory survey research methods,such as alibaba problems existing in the public interest spread is discussed,and the optimization of feasible countermeasures and solutions were put forward.On this basis,the author analyzes the communication mode and effect of alibaba public welfare,summarizes the characteristics and development evolution of Internet enterprises' public welfare communication and the four public welfare communication modes of alibaba public welfare.This paper mainly analyzes the alibaba business way of public communication and communication effect,through the different mode of transmission can be divided into four standard,respectively is the "light of public + continuous type" public dissemination way,"celebration features + festival type" public dissemination way,based on the "sticky frequency + interest type" public dissemination way,"network platform + sudden type" public dissemination way.In this paper,by analyzing the data of questionnaire,alibaba's public welfare social effect of the transmission can be divided into: the audience attention for public dissemination cognition sustained public participation in ali willingness to enhance,audience,ali lower threshold to promote public welfare cause everyone three active communication effect and the third person effect theory to the audience look on coldly,privacy leak caused an audience resistance,transparency is not high hit the audience of public enthusiasm three negative effects.The author found in alibaba enterprises exist in the process of public transmission projects to enhance transparency and privacy to strengthen projects,enterprises lack of propaganda,the lack of details of the user experience,such problems as lack of social interaction mechanism,to solve these problems were put forward to optimize efficient transparent public welfare mechanism,standardized data to protect users' privacy and dissemination of the public to promote the enterprise image,establish a system of public dissemination way,integrated online communication way,such as setting up enterprise consciousness of public supervision countermeasures.This study explores the public welfare communication of alibaba enterprises.On the one hand,it lays a foundation for the development of domestic public welfare undertakings in the period of transition.On the other hand,it fully reflects the importance of social responsibility to Internet enterprises and accelerates the promotion of corporate social responsibility in Internet enterprises.