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
What In?uence Chinese State-owned Enterprises’ New Media Adoption: From the Perspective of Excellence Theory

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。
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