1.2强化互动传播宣传意识 引言 国有煤炭企业的宣传工作长期依赖报刊、会议等传统渠道,但新媒体的迅速普及重塑了信息传播格局。 短视频、社交媒体与移动终端的崛起,使受众更倾向于即时化、视觉化的内容消费方式。煤炭企业作为 传统工业代表,需打破固有思维,优化传播策略,以更高效、更灵活的方式传递安全理念、环保措施与技术 成果。新媒体的开放性与交互性为企业提供了增强公众认知、强化品牌形象的全新机遇。 1新媒体环境下国有煤炭企业宣传理念创新路径 1.1树立用户导向宣传理念 国有煤炭企业在新媒体环境下的宣传工作需转变传统单向传播模式,以用户需求为核心重构宣传策略。 用户导向理念强调对受众群体进行细分,分析其信息获取习惯、内容偏好与互动需求,制定差异化的传播 方案。针对企业内部职工、社会公众、行业合作伙伴等不同群体,采用定制化信息推送方式。内容生产 需关注受众关切点,如安全生产、绿色转型、社会责任等议题,确保信息的相关性与吸引力。传播渠道选 择应贴合用户触媒习惯,结合短视频平台、行业垂直媒体与社交媒体矩阵,实现精准覆盖。用户反馈机制 是重要支撑,通过评论监测、问卷调查等方式持续优化内容策略,使宣传效果最大化。 摘要:在数字化 ...

Core Viewpoint - The article highlights the innovative approaches taken by the tax authority in Dongying City to enhance tax policy communication and outreach through new media platforms, effectively engaging with taxpayers and improving policy understanding. Group 1: New Media Utilization - The Dongying tax authority has effectively operated the "Dongying Taxation" WeChat public account, introducing series of short videos like "Yellow and Blue Classroom" and "Where are the Tax Benefits," which cater to the needs of taxpayers and have achieved a maximum viewership of over 20,000 per episode, reaching a cumulative audience of 300,000 [2] - By embedding QR codes in everyday items distributed in business districts and communities, the tax authority has increased policy reach by 47%, allowing taxpayers to learn about tax policies conveniently [2] Group 2: Innovative Outreach Strategies - The tax authority has combined popular culture, such as the success of the game "Black Myth: Wukong," with tax policy promotion, resulting in a promotional piece that garnered over 10,000 views on the "Shandong Taxation" WeChat account [3] - A series of short videos titled "Cross-Border Classroom" was created to address the growing interest in cross-border tax policies, achieving over 10,000 views across various platforms [3] Group 3: Community Engagement and Recognition - The tax authority's live-streaming event on Douyin regarding individual business tax policies attracted 405,000 viewers, showcasing the effectiveness of engaging with the community through modern platforms [4] - Articles written by the tax authority on topics like tax support for green development have been published in major media outlets, achieving over 10,000 views collectively, reflecting the authority's commitment to public engagement [4]