企业管理实践表明，企业文化建设对企业的长远发展具有重要的现实意义。 现代企业通过加强企业文化建设，有利于提高组织的凝聚力和向心力，规范、约 束和激励组织员工的行为，为组织的可持续发展奠定良好的文化氛围和环境。进 入 21 世纪后，新理念和新技术不断涌现，企业文化建设的路径也应根据内外部 环境的变化进行及时更新。新媒体对传统媒体的传播理念、技术及手段进行了革 新，更适合新时代传播发展的特点及趋势，在企业文化建设领域具有远大的应用 前景。本文在国内外研究的基础上，采用文献研究法、问卷调查法和实证研究法， 对新媒体影响企业文化建设的因素进行了系统研究。通过本文的研究，有利于为 新媒体视角下企业进行文化建设提供一定的理论借鉴和方法参考；有利于引导相 关企业在建设企业文化过程中，充分利用新媒体技术，提高企业文化建设的效率， 提升企业的综合竞争力。 在新时期下，加强企业文化建设，必须对现有的平台资源进行整合，充分利 用微信、微博以及企业自动化办公系统，创新企业文化宣传方式，通过公众号等 方式对企业文化进行传播。实证结果显示，尽管在原始模型中，新媒体社群化对 企业文化建设的影响并不显著；但是在组织支持感的调节作用下，社群化对企业 文化建设的影响得到加深。这就要求在利用新媒体建设企业文化过程中，企业管 理层应该加强引导和规划，积极鼓励职员通过建立“企业文化群”等方式，加强沟 通和了解，促进企业文化建设效率的提升。 以新媒体为依托，构建企业文化建设的长效化和动态化机制。在利用新媒体 建设企业文化过程中，要戒骄戒躁，处理目前利益和长远利益的关系。实证研究 发现，新媒体的碎片化会负向影响企业文化建设。新媒体作为一种“媒介”，是“中 性的”，本身并无好坏之分，关键是在利用新媒体建设企业文化过程中，要对新 媒体碎片化“弊”的一端进行规避。这就要求企业在新媒体建设企业文化过程中， 还做好规划和后期管理，在保障新媒体交互性和共享性的同时，对宣传的文化内 容进行筛选和评估，抓重点，抓主流，这样才能真正提升企业文化的建设效率。 关键词：新媒体；企业文化；微博；微信；组织支持感iii ABSTRACT The practice of enterprise management shows that the construction of enterprise culture is of great practical significance to the long-term development of enterprises. Through strengthening the construction of enterprise culture, modern enterprises can improve the cohesiveness and centripetal force of the organization, standardize, restrain and encourage the organization of employees' behavior, so as to lay a good cultural atmosphere and environment for the sustainable development of the organization. After entering the twenty-first Century, new concepts and new technologies are emerging. The path of enterprise culture construction should also be updated in time according to the changes of internal and external environment. The new media has innovating the traditional media's ideas, techniques and means. New media is more suitable for the development and characteristics of the new era. The new media has broad application prospects in the field of corporate culture construction. On the basis of research at home and abroad, this paper makes a systematic study on the factors affecting the construction of enterprise culture by the methods of literature research, questionnaire and empirical research. Through this study, it is beneficial to provide a certain theoretical reference and method reference for the cultural construction of enterprises under the new media perspective, and to guide the related enterprises to make full use of new media technology in the process of building enterprise culture, improve the efficiency of enterprise culture construction and enhance the comprehensive competitiveness of enterprises. In the new era, to strengthen the construction of corporate culture, we must integrate the existing platform resources, make full use of Weixin, Weibo and enterprise automation office system, innovate the way of corporate culture propaganda, and disseminate corporate culture through public numbers. Empirical results show that although in the original model, the impact of new media community on corporate culture construction is not significant, but under the moderating effect of organizational support, the impact of community on corporate culture construction is deepened. This requires that in the process of using new media to build corporate culture, the management of enterprises should strengthen guidance and planning, and actively encourage staff to strengthen communication and understanding through the establishment of corporate culture group and other ways, so as to promote the efficiency of corporate culture construction. Relying on the new media, we should build a long-term and dynamic mechanism of corporate culture construction. In the process of using new media to build corporate culture, we should guard against arrogance and rashness, and deal with the relationship between current interests and long-term interests. Empirical researchiv finds that the fragmentation of new media will negatively affect the construction of corporate culture. As a kind of media, new media is neutral, and there is no difference between good and bad. The key is to avoid the disadvantages of fragmentation of new media in the process of building corporate culture by using new media. This requires that in the process of building corporate culture in new media, enterprises should also do a good job in planning and post-management. While ensuring the interaction and sharing of new media, they should screen and evaluate the cultural content of propaganda, focus on key points and grasp the mainstream, so as to truly improve the efficiency of corporate culture construction. Key words: new media，corporate culture，microblog，wechat， sense of organizational supportv 目 录 独创性声明..........................................................i 关于论文使用授权的说明..............................................i 中 文 摘要........................................................ii ABSTRACT .......................................................iii 1. 绪论 .............................................................1 1.1 研究背景 ......................................................1 1.2 研究意义 ......................................................1 1.3 研究方法 ......................................................2 1.4 研究内容 ......................................................2 1.5 创新与不足之处 ................................................5 2. 基本概念与相关理论综述 ...........................................6 2.1 基本概念界定 ..................................................6 2.1.1 新媒体....................................................6 2.1.2 企业文化..................................................7 2.2 相关理论 ......................................................8 2.2.1 新媒体运营相关的传播学理论................................8 2.2.2 企业文化建设相关的管理学理论..............................9 2.3 文献综述 ......................................................9 2.3.1 国外文献综述..............................................9 2.3.2 国内文献综述.............................................10 2.3.3 文献述评.................................................11 3. 新媒体影响企业文化建设的研究模型与假设 ..........................12 3.1 研究思路 .....................................................12 3.2 企业文化与新媒体特征因素测量模型 .............................12 3.2.1 企业文化的测量模型.......................................12 3.2.2 新媒体特征因素的测量模型.................................14 3.3 新媒体特征因素影响企业文化建设的模型 .........................15 3.3.1 新媒体特征因素对企业文化建设的影响分析...................15 3.3.2 研究假设：新媒体特征因素与企业文化建设...................16 3.4 调节效应与中介效应模型 .......................................16 3.4.1 新媒体与组织支持感、工作满意度关系分析...................16 3.4.2 组织支持感的调节效应.....................................17 3.4.3 工作满意度的中介效应.....................................18 3.5 实证模型汇总 .................................................18 4. 新媒体特征因素与企业文化量表设计与检验 ..........................20 4.1 量表的设计 ...................................................20 4.1.1 企业文化建设量表.........................................20 4.1.2 新媒体特征因素量表.......................................21 4.1.3 组织支持感量表...........................................22 4.1.4 工作满意度量表...........................................22 4.2 量表的预测试与检验 ...........................................23vi 4.3 正式调查的施行与样本分析 .....................................25 4.4 正式量表的信度与效度检验 .....................................26 5. 实证分析 ........................................................27 5.1 描述性统计 ...................................................27 5.2 组间差异检验 .................................................27 5.3 相关分析 .....................................................30 5.4 多元回归分析 .................................................31 5.4.1 初始模型.................................................31 5.4.2 调节模型.................................................32 5.4.3 中介模型.................................................34 5.5 实证结果的归纳与解释 .........................................36 6. 结论、建议与展望 ................................................38 6.1 研究结论 .....................................................38 6.2 相关建议 .....................................................38 6.3 研究展望 .....................................................39