新媒体赋能公交企业政工工作与形象传播融合

Core Viewpoint - The rise of new media technology presents challenges for corporate public opinion guidance, necessitating a shift in how companies engage with employees and the public to enhance brand reputation and ensure effective communication [1][2]. Group 1: Research Background - China has entered a stage of high-quality development in the new media industry, with short video users reaching 1.031 billion, accounting for 95.8% of internet users, making new media a primary channel for information acquisition and interaction [2]. - Shibei Bus, a major public transport company in Qingdao, has over 1,600 employees and 25 routes, serving as both a transportation artery and a representation of urban civilization [2]. - Despite establishing new media platforms like WeChat and Douyin, Shibei Bus faces challenges in aligning internal political work with employee interests and external image promotion [2]. Group 2: Pain Points in Integration - Internal political work primarily consists of policy document sharing, lacking engaging formats like short videos that resonate with younger employees [4]. - External image promotion focuses on practical information, failing to adequately highlight positive employee stories and achievements, which could enhance the company's overall image [4][5]. Group 3: Practical Paths for Integration - Shibei Bus aims to create a system that integrates internal cohesion and external communication, focusing on content co-creation, channel collaboration, interactive engagement, and team support [6]. - The company plans to develop engaging content by telling employee stories and involving a team of political workers, young employees, and media reporters to highlight positive narratives [6][7]. - Initiatives include cultural presentations and activities that align with employee interests and operational needs, enhancing participation and engagement [6]. Group 4: Outcomes and Future Directions - The integration efforts have led to a 30% increase in employee suggestions and a 25% rise in innovative cases, with participation in training rising from 30% to 75% [7]. - The company has amplified its social image, achieving over 10,000 positive media mentions, establishing "Qingdao Bus" as a key brand in public transport services [7]. - Future plans involve further leveraging new media technologies and exploring collaborations with other state-owned enterprises to deepen the integration of political content, corporate image, and urban culture [7].