本文選題：國家自然科學基金委員會 + 組織形象�。� 參考：《湖南大學》2011年碩士論文

【摘要】：組織形象是社會公眾心目當中所行成的對組織的總體印象和評價。隨著新公共管理運動的開展,政府組織職能開始轉(zhuǎn)型,服務(wù)性增強,更加重視將社會公眾對組織的總體印象和評價作為組織工作績效的考察依據(jù)。因此,研究者開始從傳播學視角考察政府組織和其他非盈利性組織的組織形象構(gòu)建活動,力求從組織形象構(gòu)建這一角度為組織機構(gòu)進行組織傳播活動提供有益的探索方向和傳播策略建議。 國家自然科學基金委員會(簡稱自然科學基金委,下同)是國務(wù)院直屬的主管國家級自然科學基金的事業(yè)單位管理機構(gòu),是我國基礎(chǔ)研究的重要支撐力量,對支持科學原始創(chuàng)新、培養(yǎng)創(chuàng)新人才、營造自由探索氛圍、引導科學研究發(fā)揮著重要的作用,在構(gòu)建國家創(chuàng)新體系中扮演著重要的角色。自然科學基金委的傳播活動屬于典型的組織傳播,通過組織內(nèi)傳播和組織外傳播肩負對內(nèi)提升組織凝聚力和對外提升組織美譽度的職責。 通過對自然科學基金委組織性質(zhì)與組織特點的分析,從政治學、傳播學、公共關(guān)系學進行考察,論述自然科學基金委對內(nèi)對外構(gòu)建組織形象的必要性和重要性。其中,自然科學基金委對內(nèi)構(gòu)建組織形象,可以增強組織凝聚力和員工歸屬感和榮譽感,通過營造組織文化氛圍和提高激勵效用來實現(xiàn)組織內(nèi)部的高效運轉(zhuǎn)；對外構(gòu)建良好的自然科學基金委組織形象,既是對公民權(quán)利的回應(yīng),也為組織發(fā)展營造良好的外部環(huán)境,促使自然科學基金委通過打造公開、透明的服務(wù)型組織形象在我國基礎(chǔ)研究傳播領(lǐng)域中發(fā)揮導向作用。 通過對自然科學基金委組織形象構(gòu)建和傳播活動的傳播工具、傳播模式、傳播環(huán)境等進行分析考察,闡述分析自然科學基金委組織形象構(gòu)建的動因、目標和任務(wù)。由于互聯(lián)網(wǎng)技術(shù)的迅猛發(fā)展,傳播媒介相互融合和滲透趨勢增強,傳播環(huán)境出現(xiàn)創(chuàng)新和變革,自然科學基金委組織形象構(gòu)建和其他傳播活動更加積極化和主動化。同時,基于自然科學基金委組織形象面對的各利益攸關(guān)方考慮,自然科學基金委的組織形象構(gòu)建的目標和任務(wù)更加細化和聯(lián)動。 通過對傳播環(huán)境的把握以及傳播規(guī)律的分析,基于自然科學基金委組織形象構(gòu)建和其他傳播活動實際,提出包括形象系統(tǒng)構(gòu)建、傳播工具運用等在內(nèi)的傳播策略建議。在新的傳播環(huán)境中進行自然科學基金委形象構(gòu)建,首先需要樹立傳播、互動觀念,通過建立自然科學基金委的CIS系統(tǒng),明晰對外傳播內(nèi)容與形象。同時,在鞏固現(xiàn)有傳播媒介的基礎(chǔ)上,提高新媒體使用能力,利用網(wǎng)站、微博等方式進行組織傳播。 自然科學基金委的組織形象構(gòu)建工作對組織內(nèi)部和外部都有重要的影響,需要組織自身的高度重視和部署落實,以期通過良好的組織形象,為組織活動提供良好的內(nèi)外部環(huán)境。
[Abstract]:Organization image is the overall impression and evaluation of the organization in the eyes of the public. With the development of the new public management movement, the functions of government organizations begin to transform, and the service is enhanced. More attention is paid to the overall impression and evaluation of the organization by the public as the basis for the evaluation of organizational performance. Therefore, from the perspective of communication, researchers began to examine the organizational image building activities of government organizations and other non-profit organizations. From the perspective of organization image construction, this paper tries to provide useful exploration direction and communication strategy for organization. The National Natural Science Foundation Committee of the people's Republic of China (NSFC) is the administrative institution in charge of the state-level natural science foundation directly under the State Council, and is an important supporting force for basic research in China. It plays an important role in supporting scientific original innovation, cultivating innovative talents, creating free exploration atmosphere, guiding scientific research, and playing an important role in the construction of national innovation system. The communication activities of the Natural Science Foundation belong to the typical organizational communication, which shoulders the responsibility of promoting the cohesion of the organization and promoting the reputation of the organization outside the organization through the communication within and outside the organization. Based on the analysis of the nature and characteristics of the organization of the Natural Science Foundation Committee, this paper discusses the necessity and importance of constructing the organization image of the Natural Science Foundation Committee from the perspectives of politics, communication and public relations. Among them, the natural science foundation committee constructs the organization image to the internal, can enhance the organization cohesive force and the staff sense of belonging and the honor, through creates the organization cultural atmosphere and the enhancement incentive utility realizes the organization internal high efficiency operation; To construct a good image of NSFC is not only a response to civil rights, but also a good external environment for the development of the organization. Transparent service organization image plays a leading role in the field of basic research and communication in China. Based on the analysis and investigation of the communication tools, communication modes and communication environment of the organization image construction and communication activities of the Natural Science Foundation Committee, this paper expounds the motivation, goal and task of the organization image construction of the Natural Science Foundation Committee. Due to the rapid development of Internet technology, the trend of media integration and penetration is enhanced, the communication environment is innovated and changed, and the organization image construction and other communication activities of the Natural Science Foundation Committee become more active and active. At the same time, based on the consideration of various stakeholders, the objectives and tasks of the organization image construction of NSFC are more detailed and linked. Based on the understanding of the communication environment and the analysis of the law of communication, based on the construction of the image of the Natural Science Foundation Committee and the reality of other communication activities, this paper puts forward some communication strategies including the construction of the image system and the application of the communication tools. In order to construct the image of NSFC in the new communication environment, it is necessary to establish the concept of communication and interaction, and to clarify the content and image of external communication through the establishment of NSFC's CIS system. At the same time, on the basis of consolidating the existing media, improve the ability of using new media, use websites, Weibo and other ways to organize communication. The construction of the organization image of the Natural Science Foundation Committee has an important impact on both the internal and external aspects of the organization. It needs the organization to attach great importance to and deploy and implement the organization itself in order to provide a good internal and external environment for the organization activities through a good organization image.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：G322;G206

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