在新媒体环境下，自媒体高度发达，参与内容生产、信息传播和评价的门槛大幅度 降低，“企业即媒体”的观念也深入人心。企业通过创办自媒体平台，不在受限于传统 媒体的传播渠道，而是形成企业独立发声的企业新媒体，这已经是当下企业品牌传播、 新媒体竞争的显著特点，也是企业开展信息和品牌传播的重要载体。企业新媒体的发展 水平，与企业在产品的研发、制造和经营水平难以匹配，最终导致企业品牌形象水平难 以获得本质提升。 作为CRRC的下属企业，ZCSF在中国高铁腾飞的契机之下，品牌传播的需求十分 强烈。“高铁四方”微信公众号作为ZCSF的企业新媒体矩阵核心，塑造出企业的高端 形象，让社会各界通过新媒体平台对企业有了深入了解。 本文以ZCSF企业新媒体运营作为研究对象，以该企业官微“高铁四方”的运营维 护作为切入点，围绕企业新媒体运营所遇到的问题及企业发展对品牌传播的需求，深入 分析企业新媒体矩阵的构架、管理功能和运营特点，通过亲身参与运营、问卷调查、文 献分析和案例研究等方式，总结ZCSF企业新媒体的运营优势，同时也寻找其与国内知 名企业新媒体之间的差距，发现了亟待解决的几个问题。研究发现，ZCSF的企业新媒 体运营过于传统保守，在媒体定位、渠道覆盖、传播频率、内部管理和互动传播方面， 缺乏足够的活力，不利于企业品牌的新媒体传播水平升级，制约“大国重器”品牌形象 的进一步提升。 针对存在的一系列问题，本文结合工作实践和优秀同类媒体的成功经验，深入剖析 ZCSF企业新媒体的运营现状，有针对性地提出了一系列解决方案，建议通过重塑运营 理念、升级运营团队或引入外部运营团队、加强线上线下互动等方式的探索实践，为 ZCSF企业新媒体下一步的运营转型寻求更大的机遇。ZCSF企业新媒体所面临的问题， 在国内企业的新媒体运营中，存在一定的共性，因此文本的研究对其他企业也有一定的 借鉴意义。 关键词：企业新媒体；品牌传播；运营策略 II Abstract In the new media environment, the self-Media is highly developed, the threshold to participate in content production, information dissemination and evaluation is lowered, and the concept of "enterprise is media" is also deeply rooted in the people's mind. Through the establishment of self media platform, enterprises are not limited by the traditional media communication channels, but form an independent enterprise new media, which has become a significant feature of brand communication and new media competition, and also an important carrier for enterprises to carry out information and brand communication. The development level of new media is difficult to match with the R & D, manufacturing and management level of the enterprise's products, which ultimately leads to the difficulty of essential improvement of the level of comfortable brand image. As a subsidiary of CRRC group, ZCSF has a strong demand for brand communication under the opportunity of China's high-speed rail take-off. The high speed rail Sifang WeChat official account is the core of the new media matrix of ZCSF, which shapes the high-end image of the enterprise and enables the community to have an in-depth understanding of the enterprise through the new media platform. This paper takes the new media operation of ZCSF as the research object, takes the operation and maintenance of the official micro "high-speed rail Sifang" as the starting point, analyzes the structure, management function and operation characteristics of the new media matrix of the enterprise in-depth around the problems encountered in the new media operation of the enterprise and the demand of the enterprise development for brand communication, through personal participation in operation and questionnaire survey , literature analysis, case study and other ways to summarize the operational advantages of ZCSF's new media, and find the gap between ZCSF's new media and domestic well-known enterprises, and get several problems to be solved. It is found that ZCSF's traditional new media operation Mandarin is conservative and lacks sufficient vitality in media positioning, channel coverage, communication frequency, internal management and interactive communication, which is not conducive to the upgrading of the new media communication level of the corporate brand and restricts the further improvement of the brand image of " the pillars of a great power". III In view of a series of existing problems, this paper, combined with work practice and successful experience of excellent similar media, deeply analyzes the operation status of new media of ZCSF, and puts forward a series of targeted solutions. It is suggested that through the exploration of reshaping operation concept, upgrading operation team or introducing external operation team, strengthening online and offline interaction, etc., ZCSF can be improved The next operation transformation of new media seeks for greater opportunities. The problems faced by ZCSF's new media are common in the new media operation of domestic enterprises. Therefore, the research of this paper has certain reference significance for other enterprises. Key words: enterprise new media; brand communication; operation strategy IV 目录 第一章 绪论 ..................................................................................................... 1 1.1选题背景及意义 .......................................................................................................................1 1.1.1选题背景........................................................................................................................... 1 1.1.2选题意义........................................................................................................................... 2 1.2国内外研究综述 .......................................................................................................................3 1.2.1国内研究现状 ................................................................................................................... 3 1.2.2国外研究现状 ................................................................................................................... 5 1.2.3文献综述........................................................................................................................... 6 1.3本文研究目的 ..........................................................................................................................7 1.4研究方法及思路 .......................................................................................................................7 第二章 企业新媒体和品牌传播相关理论....................................................... 9 2.1企业新媒体相关理论 ...............................................................................................................9 2.1.1新媒体的概念和分类 ....................................................................................................... 9 2.1.2企业新媒体的概念和分类 ...............................................................................................10 2.1.3企业新媒体的受众目标 ...................................................................................................12 2.2品牌传播相关理论 ................................................................................................................. 13 2.2.1品牌和品牌传播的概念 ...................................................................................................13 2.2.2企业新媒体的品牌传播特点 ...........................................................................................14 2.2.3品牌共鸣金字塔模型 ......................................................................................................15 第三章 ZCSF企业新媒体运营现状分析 ..................................................... 17 3.1 ZCSF基本情况 ...................................................................................................................... 17 3.2 ZCSF企业新媒体的管理功能 ............................................................................................... 17 3.2.1企业新媒体是ZCSF文化落地的重要平台 ....................................................................17 3.2.2企业新媒体是ZCSF品牌形象塑造和外宣的重要渠道 .................................................18 3.2.3企业新媒体为市场营销搭建新平台 .....................