Research On The Organization And Communication Strategy Of Internet Enterprises’ Charitable Projects

The "decentralized" dissemination method of the Internet makes each user a "node" for the dissemination of public welfare information,and public welfare has truly become a public undertaking that everyone can participate in.Marked by the Wenchuan earthquake in 2008,as Internet companies represented by Tencent and Alibaba began to intervene in the public welfare industry more and more deeply,a kind of "chemical reaction" occurred in the combination of technology and public welfare,which made China’s public welfare ecology stimulate a kind of new power.Driven by this force,major Internet companies have successively launched Internet public welfare projects with their own characteristics,connecting enterprises,the public,the media and even the government,and promoting the"full participation" trend of development of China’s public welfare.There are various types of public welfare communication,and the type of organizational communication plays an important role in improving the influence of Internet public welfare projects and helps Internet public welfare projects make great progress.As an Internet company,ByteDance Technology Co.,Ltd.has established a corporate social responsibility department and is committed to the implementation of public welfare undertakings.In 2018,it launched the "ByteDance’s rural plan" public welfare project."ByteDance’s rural plan" is committed to the cause of poverty alleviation in rural areas.Since its establishment,it has played an important role in the implementation of the national poverty alleviation and rural revitalization strategy through behaviors such as image building,economic construction and cultural inheritance.It has played an important role in the implementation of the national poverty alleviation and rural revitalization strategy,and created a social atmosphere of poverty alleviation by the whole people.helping more than 250,000 filed and registered poor people to raise their incomes,promoted the implementation of the national poverty alleviation process.Its public welfare organization communication strategy is worthy of reference by other Internet companies.This article has a certain practical significance to study it.Based on the theory of organizational communication,this paper takes the "ByteDance’s rural plan" as an example to carry out a case study and in-depth analysis of its organizational communication strategy.Under the dual role of organizational structure and organizational relationship,the "ByteDance’s rural plan" has structured three organizational communication behaviors,namely image building,economic construction,and cultural inheritance,so as to promote the effect of its organizational communication.Based on in-depth interviews with project operators and village creators,as well as a large amount of data capture and analysis,this paper constructs the main construction strategy and effect improvement strategy of the"ByteDance’s rural plan".By collecting the content data released by the "ByteDance’s rural plan" for one year from January 1,2020 to January 1,2021,through its two major communication channels Toutiao and Douyin,analyzes its organizational propagation path optimization strategy in detail,in order to explore the reasons for the success of the "ByteDance’s rural plan".Finally,combined with the previous empirical analysis,three suggestions for improvement are put forward for the development of the same type of public welfare projects of other Internet companies:Balance multiple subjects and deepen organizational services;Leverage platform technology advantages to adjust organizational behavior;Optimize long and short paths to promote organizational development.This article explores and constructs its organizational communication strategy through an in-depth study of the "ByteDance’s rural plan",It has enriched the academic research on the internet enterprise public welfare poverty alleviation communication.Through the analysis of its poverty alleviation experience and poverty alleviation effect,it will promote the further implementation of my country’s rural revitalization strategy,and also provided a good case reference for the public welfare communication of Internet enterprises in my country,and made great progress in my country’s public welfare undertakings.