YCYT Corporate Culture Dissemination Channel Optimization Research Based On The Theory Of Integrated Marketing Communication

As a provincial major energy company with a history of more than a hundred years, YCYT joint stock limited company has not only created numerous materials wealth to China’s new energy industry, but also summed up its own cultural spirit:"keep your nose to the grindstone, pioneering and innovative". These days, as the global oil prices went down immediately, YCYT is facing a critical development background. To optimize corporate culture communication channels and enhance corporate culture communication effectiveness are important to cohere the employees and trigger the development of the company. While at the same time, YCYT still have many problems in the he communication of corporate culture.Therefore, using integrated marketing communication theory, learning its scientific practice and practice experience to explore the YCYT corporate culture communication channels of the optimization program has a very strong practical significance, which has also become the subject of this paper.In the course of research, this paper summarizes the research status of domestic and foreign enterprise culture and integrated marketing communication, the development and dissemination of YCYT corporate culture. Through comparing the relevant practice of integrated marketing communication, this article found that the organization of YCYT in the enterprise culture communication channels is not solid, the use of communication channels is poor, the media is lagging behind and lacks innovative communication mode. Based on these problems, the paper puts forward the optimization scheme of YCYT based on Integrated Marketing Communication Theory:the optimal design of enterprise culture learning system based on organization promotion, the enterprise and employee behavior optimal design based on the behavior standard system, the communication channel optimal design based on the new media and optimal design based on innovation enterprise culture communication activity. This paper also puts forward some implementations to guarantee the optimization program, including the establishment of the system security, human resources, corporate culture communication channels, and building a dynamic evaluation system of corporate culture. The next study step of the paper is how to use the corporation culture to unit the employees to face the situation where the oil price keeps going down and to inform the employees of the state-owned enterprises reform so that they can adapt to the change.