营销变革还是传播变革?——一项关于“企业媒介化”现状的调查研究  

Marketing Reform or Communication Reform?——An Investigation on the Current Situation of the“Mediatization of Corporation”

作　　者：倪琳[1] 易旭明[2] Ni Lin;Yi Xuming(Shanghai Business School,Shanghai,201400;Shanghai Normal University,Shanghai,200234)

机构地区：[1]上海商学院广告学系,上海201400 [2]上海师范大学影视传媒学院,上海200234

出　　处：《现代广告》2020年第9期60-65,共6页Modern Advertising

摘　　要：本研究以从事企业传播相关业务的从业人士为调查对象,对"企业媒介化"现状展开调查。调查发现,多数受访者感知到"企业媒介化"的新趋势,并且公司在组织结构与制度建设方面对该趋势进行了积极回应。但多数公司仅将"企业媒介化"视为一种营销传播层面的工具变革,并没有认识到企业与媒体关系发生重构时需要进行传播的整体变革;多数公司已经配置了专门部门或团队以加强内容上的社会化传播,但对于媒体矩阵的关系建立与维护、专业媒体与企业的关系调整等还缺乏战略层面的认识。This study took the practitioners who are engaged in the business of enterprise communication as the survey object,and investigated the current situation of the"mediatization of corporation".The survey found that most of the respondents felt the new trend of the"mediatization of corporation",and the company responded positively to the trend in terms of organizational structure and system construction.However,most companies only regard the"mediatization of corporation"as a kind of tool change at the level of marketing communication,and fail to realize the overall change of communication when the relationship between enterprises and media is restructured.Most companies have set up special de-partments or teams to strengthen the content of social communication,but there is still a lack of strate-gic understanding about the relationship establishment and maintenance of media matrix,the relation-ship adjustment between professional media and enterprises,etc.

关 键 词：企业媒介化 自主传播 营销变革 传播变革 专业媒体 

分 类 号：G206.2[文化科学—传播学]