Research On The Corporate Image Communication Of China Post In New Media Era ——Taking The Official Douyin Account Of China Post As An Example

With the continuous change of new media and the continuous development of the market economic environment,China Post,as a state-owned enterprise,began to try to explore a new way of corporate image construction and corporate image communication.From the dual perspectives of communication and management,this thesis makes a series of suggestions for improvement of the official Douyin short video of China Post with taking the relevant theories of new media communication and enterprise management as the basis,combined with the actual situation of the official Douyin short video of China Post,and through case analysis,content analysis and in-depth interview,in order to make new contributions to China Post and similar enterprises on making good use of Douyin short video and enhancing the corporate image.This thesis firstly summarizes and expounds the research status of new media and corporate image communication at home and abroad,clarifies the research background,purpose and significance of this thesis,defines the main concepts,and determines the research method of this thesis.This thesis believes that there are characteristics and significance of corporate image communication from the perspective of new media.At the same time,it is concluded that Douyin short video has three functional characteristics for corporate image communication,and three practical significances: expanding the new forms for presenting the corporate image,providing the new channels for spreading the corporate image and digging the new opportunities for enhancing the corporate image.In addition,this thesis also introduces the corporate image of China Post and the advantages and disadvantages of its image communication,in order to lay the foundation for the following.This thesis also focuses on the communication content and expression of the short video of the official Douyin account of China Post,and summarizes the content characteristics and the presented corporate image of the official Douyin short video of China Post through the analysis of specific cases.The official Douyin account of China Post has four communication strategies: activating corporate image with youthful expression and presentation,calling for value recognition with social responsibility,attracting hot traffic with interesting experience and perception,and enhancing user participation with interactive forms and paths.At the same time,this thesis finds that in the corporate image communication of the official Douyin account of China Post,there are problems: simple editing and lack of planning;excessive entertainment and weak communication;scattered layout and poor integration;insufficient participation and low effect.The following countermeasures are:strengthening strategic thinking and carefully building corporate image;grasping the concept of people-oriented and accurately meeting users' needs;promoting channel integration and multi-dimensional strengthening users' connections;optimizing interaction mechanism and guiding to improve communication effects.