Research On Image Construction Of Local State-owned Enterprises In Omnimedia Era

Corporate image is the cognition and evaluation of the enterprise’s comprehensive quality,overall strength and social performance from the public,which has evolved into an important part of the enterprise’s comprehensive competitiveness.With the acceleration of time and space in the digital age,the relationship between corporate image building and corporate economic development is getting closer.With the rapid development of the Internet,especially the mobile Internet,various social media such as blog,microblog,wechat and Douyin have changed and innovated,and the media has penetrated into every aspect of people’s life.A new era of all media has arrived,and the strategy and path of corporate image building have also undergone tremendous changes,which has a profound impact on the development of enterprises.State-owned enterprises are the pillar of economic development of our country.For reasons of regional and development history,the local state-owned enterprises,in the face of the impact of the all media era,how to adjust strategy to build better enterprise image and to realize the superposition and upgrading of enterprise value perfectly,has remarkable theoretical and practical significance.By using visibility theory,audience selectivity theory and brand communication theory,combined with the characteristics of the all-media era,this paper analyzes the opportunities and challenges faced by the image construction of local state-owned enterprises in the all-media era,clarifies the necessity of the image construction of local state-owned enterprises in the all-media era and the problems that should be paid attention to,and points out that in the all-media era,improving the visibility of corporate image is the core proposition.Taking ES power supply Company as a case,this paper sorts out the status quo of image construction of local state-owned enterprises under the current omnimedia environment,and finds that it habitually uses mass communication and organizational communication to build image,and its inertia thinking has far-reaching influence,and it lacks omnimedia concept and operation strategy,resulting in poor reputation of the whole corporate image.The investigation results of the communication effect of ES power supply Company’s corporate image support this judgment.It is found that there are five problems in the image construction of local state-owned enterprises: one is the lack of clear enterprise positioning;Second,lack of means of corporate image communication;Third,the communication content and the form of expression lack characteristics;Fourth,the lack of clear audience segmentation;Fifth,the corporate image communication system is weak.A complete investigation shows that local state-owned enterprises lack true omnimedia thinking in the process of image construction.They have not formed omnimedia communication paths and strategies,and cannot focus the attention of the audience,which affects the visibility of enterprises in an all-round way.Combined with the characteristics of the all-media era,local state-owned enterprises urgently need to establish communication strategies that match the all-media era,optimize the communication paths and strategies of mobile terminals,so as to continuously improve the visibility of enterprises,optimize their image,and enhance the reputation and brand power of local state-owned enterprises.Specifically,it includes precise positioning of corporate image,improving employees’ media literacy,improving their ability to participate in media,and improving elements of image management.