【摘要】：隨著互聯(lián)網(wǎng)技術(shù)的不斷發(fā)展,移動(dòng)設(shè)備日新月異的更新,企業(yè)內(nèi)刊社會(huì)化程度進(jìn)一步加深。本文綜合運(yùn)用文獻(xiàn)分析、問卷調(diào)查、數(shù)據(jù)統(tǒng)計(jì)等多種研究方法,從企業(yè)內(nèi)刊動(dòng)態(tài)發(fā)展的角度出發(fā),首先,厘定了企業(yè)內(nèi)刊及其社會(huì)化的定義；其次,論述了企業(yè)內(nèi)刊社會(huì)化現(xiàn)狀特與表現(xiàn)形式；再次,總結(jié)了企業(yè)內(nèi)刊社會(huì)化的模式；最后,探討了企業(yè)內(nèi)刊在實(shí)現(xiàn)社會(huì)化過程中的動(dòng)力機(jī)制與發(fā)展趨勢(shì)�！度f(wàn)科周刊》《陶城報(bào)》與《SOHO小報(bào)》是極為典型的三類企業(yè)內(nèi)刊,本文立足于三者內(nèi)容歸類后的統(tǒng)計(jì)數(shù)據(jù),發(fā)現(xiàn)它們分別代表了企業(yè)內(nèi)刊社會(huì)化的三大經(jīng)典模式：成為定向出版物、成為行業(yè)報(bào)刊、成為社會(huì)公共媒體。在成為定向出版物的社會(huì)化過程中,企業(yè)內(nèi)刊還需格外關(guān)注內(nèi)刊外包業(yè)務(wù)的發(fā)展。企業(yè)內(nèi)刊社會(huì)化具體表現(xiàn)為：一、內(nèi)容的社會(huì)化。內(nèi)容從以企業(yè)信息為主到以社會(huì)公共資訊為主,稿源從單一到多元；二、形式的社會(huì)化。發(fā)行方式由傳統(tǒng)媒體為主到以新媒體為主,獲取途徑由完全免費(fèi)到付費(fèi)購(gòu)買；三、功能的社會(huì)化。從企業(yè)內(nèi)部信息集聚地到提供社會(huì)化信息服務(wù)的資訊平臺(tái),由聯(lián)系企業(yè)用戶到培養(yǎng)企業(yè)客戶。企業(yè)內(nèi)刊社會(huì)化的內(nèi)在動(dòng)因是由于在傳統(tǒng)營(yíng)銷效果衰弱的現(xiàn)狀下,內(nèi)容營(yíng)銷全面興起,從而推進(jìn)內(nèi)刊社會(huì)化進(jìn)程；企業(yè)內(nèi)刊社會(huì)化的外部壓力主要來(lái)自媒體非相關(guān)性經(jīng)營(yíng)的擴(kuò)張對(duì)公平競(jìng)爭(zhēng)的市場(chǎng)造成了破壞,企業(yè)對(duì)不公平的競(jìng)爭(zhēng)環(huán)境產(chǎn)生反彈,促進(jìn)了企業(yè)內(nèi)刊社會(huì)化；企業(yè)內(nèi)刊社會(huì)化的物質(zhì)基礎(chǔ)來(lái)源于互聯(lián)網(wǎng)的普及與發(fā)展,它為企業(yè)提供了免費(fèi)而開放的第三方媒介平臺(tái)。企業(yè)內(nèi)刊社會(huì)化進(jìn)一步發(fā)展也會(huì)帶來(lái)企業(yè)自媒體化與企業(yè)媒體化的新趨勢(shì)。
[Abstract]:With the development of Internet technology, mobile devices are updated with each passing day. This article synthetically uses the literature analysis, the questionnaire survey, the data statistics and so on many kinds of research methods, from the enterprise internal publication dynamic development angle, first, has determined the enterprise internal publication and its socialization definition; secondly, This paper discusses the present situation and manifestation of the socialization of internal periodicals in enterprises; thirdly, summarizes the mode of socialization of internal periodicals in enterprises; finally, This paper probes into the motive mechanism and development trend of the enterprise internal journal in the process of realizing socialization. "Vanke Weekly" Tao Cheng Bao "and" SOHO tabloid "are very typical three kinds of enterprise internal periodicals. This paper bases on the statistical data after the three contents are classified. It is found that they represent the three classical models of the socialization of internal journals: to become a targeted publication, to become an industry newspaper, and to become a social public media. In the process of socialization of orientation publication, enterprise internal publication should pay special attention to the development of outsourcing business. The socialization of the internal publication of the enterprise is manifested as follows: first, the socialization of the content. Content from enterprise information to social public information, contributions from single to pluralistic; second, form of socialization. The mode of distribution is from traditional media to new media, and the way of obtaining is from free to paid. Third, the socialization of function. From the internal information gathering place to the information platform to provide the social information service, from contact the enterprise user to train the enterprise customer. The internal cause of the socialization of internal journals is the rise of content marketing in an all-round way under the condition that the traditional marketing effect is weak, thus promoting the socialization process of internal periodicals. The external pressure of internal publication socialization mainly comes from the destruction of fair competition market caused by the expansion of media unrelated management, and the rebound of enterprise to unfair competition environment, which promotes the socialization of enterprise internal publication. The material foundation of enterprise internal publication socialization comes from the popularization and development of Internet, which provides free and open third party media platform for enterprise. The further development of enterprise internal publication socialization will also bring the new trend of enterprise self-media and enterprise media.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G237.5

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本文編號(hào)：2210386