A Study On The Internal Communication Of Tencent Corporate Culture

Tencent is one of the excellent internet enterprises in China,its experience of internal communication of corporate culture is advanced and typical in internet enterprises.The purpose of this paper is to explore the methodology of the internal communication of Tencent culture,analyze and summarize the relevant experience of the internal communication of Tencent corporate culture.Document research,case analysis,questionnaire survey and interview were used in the study.Firstly,the background and significance of this research were introduced and analyzed.The purpose of this research is to provide a better reference for the internal communication of corporate culture of more Internet companies.Secondly,the research summarized the related research on corporate culture dissemination and the current literature on corporate culture dissemination on the Internet.Thirdly,the main body of the case,Tencent Company,was introduced,in which the functions and modes of human resources were mainly introduced,and then its corporate culture model was analyzed.At the same time,based on the mechanism of Shain's leadership implantation and corporate culture dissemination theory,Tencent's internal culture dissemination was observed.Based on a large number of dissemination cases,Tencent's methods of corporate culture dissemination were summarized,including audience positioning analysis,communication planning,communication process operation and dissemination results extraction.Finally,combined with questionnaires,personnel interviews,business results and so on,the effect of internal communication of Tencent culture was analyzed.This research studied and analyzed the characteristics and dilemmas of corporate culture of Internet enterprises,and put forward some practical experiences on how to solve these painful points in the dissemination of corporate culture of Internet companies in view of these characteristics:firstly,internet enterprises should propagate within corporate culture in accordance with the characteristics of the new generation of employees;secondly,the Internet to propagate within corporate culture should be made full use of;thirdly,communication within corporate culture should focus on the audience's experience and participation.