Research On Corporate Culture Communication Of J Company

In the new economic era,the operation and management philosophy of enterprises have changed,and the enterprise management has entered cultural management.The iteration of digital information technology and diversified communication methods have triggered the change of media pattern,and put forward higher requirements for corporate culture communication.Starting from the relevant practical and theoretical background,this paper takes J Company,which is engaged in the expressway operation and management industry,as an example.Explore the corporate culture dissemination of the expressway operation industry in the face of external environment such as the transformation and upgrading of transportation,the adjustment of toll operation mode,and the continuous deepening of the reform of state-owned enterprises.This paper mainly applies related theories such as corporate culture,journalism and communication,adopts literature review method,interview method,questionnaire survey method,sorts out theories and concepts of corporate culture,corporate culture communication,media integration,etc.Cultural specific situation research.Fully understand the current situation of corporate culture communication of J Company through the corporate culture structure,and use the 5W communication mode to analyze the communication carrier under the media fusion.Combined with the survey results of interviews and questionnaires,we find out the internal communication problems existing in the enterprise’s concept,system,material,behavioral culture and new media communication.As well as external communication issues in customer identification,image recognition,service perception and media promotion.In response to the above problems,this paper proposes to strengthen overall planning in top-level design and improve the corporate culture communication system;refine connotation interpretation in concept culture,decompose vision,and strengthen cognition;in institutional culture,deepen institutional norms,adapt to transformation,and dynamically manage;In the material culture,it conforms to the requirements of the group,visually upgrades,and unifies the scene;in the behavioral culture,it connects the concept value,cultural guidance,and shape behavior;and further pays attention to the internal communication of corporate culture in the media integration environment and other methods to optimize internal communication.And put forward strategies to improve external communication from five aspects:service,empowerment,combination,assessment,and two-way.In order to adapt to the cultural communication environment in the new era,it integrates excellent corporate culture with service business.By studying the corporate culture dissemination of J Company,it tries to put forward relevant problems and solutions,so as to provide a practical reference and guiding role for the enterprise to achieve sustainable and stable development and the corporate culture dissemination of state-owned enterprises in traditional industries.