Research On The Innovation And Effect Of Local Corporate Culture Communication

At present,China's economy is in a critical period of transformation and upgrading,and economic and social development has entered a "new normal." Under this situation,local SMEs generally face enormous pressures for survival and competition.At the same time,how to transform from a market participant to a market leader through transformation and development,and thus become a large-scale enterprise with influential industries in the future and maintain its longevity.The people-oriented "cultural management" model has become a new way for the development of these local enterprises.However,in the new media environment,it is a problem for local enterprises to carry out innovations in corporate culture communication within the framework of organizational communication according to local conditions.Taking Z City W Group as a case,this paper studies the cultural communication innovation path vertically and finds that it is formed in combination with its own reality-creating a learning organization,cultivating communication talents;coordinating new and old media,positioning accurate communication;topic agenda setting,Cultivate the communication model of cognitive structure,and continuously optimize the internal and external communication,overcoming the old way of formalizing and blindly spreading corporate culture.This study quantitatively analyzes the effect of innovation communication through questionnaires and individual interviews.The study finds that innovative corporate culture communication has a lasting impact on employee perception,attitude and behavior.Although the enterprise cultural communication innovation has its shortcomings However,it can provide inspiration for other local enterprises to explore the path of corporate culture communication,in order to improve the mode of communication to promote the healthy development of enterprises.