%0 Journal Article
%T 影响央企新媒体策略使用的因素分析： 卓越公共关系理论视角<br>What In?uence Chinese State-owned Enterprises’ New Media Adoption: From the Perspective of Excellence Theory
%A 张迪
%A 周晓辉
%A 高涵
%J 国际新闻界
%D 2018
%X 摘要 随微博、微信等社会化媒体兴起，央企越来越重视通过新兴的媒体渠道发布信息， 塑造形象。本研究通过对60家央企问卷调查，从卓越公共关系理论视角出发，分析影响 央企新媒体使用的因素。研究发现，央企是否在公共关系领域与外部专家或咨询机构合 作是最重要的影响因素，体现出外部知识对央企新媒体创新的重要意义。此外，是否将 公共关系纳入战略管理、公共关系部门从业者的专业化程度也能够解释央企新媒体使用 的差异。<br>With the rise of social media, Chinese state-owned enterprises increase their use of new media in their communication with the publics. Through surveying senior public relations executives of Chinese state-owned enterprises, this study analyzed the factors that in?uence the new media use of state-owned enterprises from the perspective of excellence theory. The results suggest that communication and cooperation with third-party experts and consultancies is the most important factor. Other factors include professionalism and strategic use of public relations
%K 央企
%K 公共关系
%K 创新扩散
%K 新媒体
%K 卓越公共关系<br>State-owned enterprises
%K Public relations
%K Diffusion of innovations
%K New media
%K Excellence theory
%U http://cjjc.ruc.edu.cn/CN/abstract/abstract853.shtml