Research On The Public Welfare Communication Mode Of Internet Platform Enterprises Under The Background Of Rural Revitalization

With the development of the Internet and science and technology,the current society is gradually moving towards platformization and mediatization,and the media has become the shaping force for almost all social processes.Due to its strong social penetration and attention-gathering ability,Internet platform enterprises’ products and services.have more distinct market externalities than traditional enterprises.Therefore,it is the internal requirement of Internet platform enterprises to make full use of platform influence to fulfill their social responsibilities,and public welfare activities are one of the important means for Internet platforms to fulfill their social responsibilities.Based on the analysis of the communication modes of three different types of Internet platform enterprises’ public welfare,this paper discusses the clear characteristics of the strategic positioning,formation motivation,differentiation strategy and focus,and the effect of public welfare communication of various Internet platform enterprises,and proposes the possible direction of future adjustment.Specifically,according to the main professional fields and platform advantages of the enterprises,this study selects two leading enterprises as the objects of investigation in the three categories of e-commerce platform,social platform and content platform,namely Alibaba and Jingdong.Tencent,Sina(Weibo);Bytedance,Kuaishou.By using literature research method,case analysis method and questionnaire survey,this paper analyzes the strategic positioning,motivation,construction strategy and focus,and communication effect of public interest communication related to rural revitalization of six enterprises.It constructs three main types of Internet platform enterprises under the strategic guidance of the public welfare communication mode to help agriculture,and analyzes its possible development direction and improvement space.It is found that e-commerce platform enterprises position their strategy as "building industrial channels with logistics advantages and focusing on digitalization of the whole chain",so as to open sales,expand sinking markets,and create a rural image with prosperous industry,rich life and strong talents.Therefore,they adopt the public interest communication construction strategy of "focusing on industrial revitalization and one-way communication through e-commerce channels".Form high platform communication power,bring high public welfare brand influence communication effect;Social platform enterprises position their strategy as"building an interactive bridge by connecting expertise,linking technology and organization".In order to realize the motivation of monetizing traffic,enhancing user stickiness,and creating a rural image with effective governance and strong talents,they adopt the communication construction strategy of "focusing on organization revitalization and realizing communication and interaction through social channels".To realize the public benefit effect of forming the leader of cultivation technology in the dissemination and enhancing the radiation power of assisting agriculture;Content platform enterprises position their strategy as"compiling knowledge network with information expertise and redistributing attention".They want to complete market following,seize attention resources,and create a rural image with prosperous industry,rural culture civilization and strong talents.Therefore,they adopt the communication construction strategy of"focusing on cultural revitalization and completing accurate communication through personalized distribution",and finally encourage co-creation.To stimulate the realization of self-value and enhance the public welfare effect of participants’involvement.This study can be used as a reference for Internet platform enterprises of the same nature,and provide possible development direction for them to participate in the public welfare communication of rural revitalization in the future.In this way,the mission and social responsibility of Internet enterprises can be clarified,and the public welfare goals can be better implemented.