融媒体视域下的国企品牌传播宣介路径研究

——以国网江苏电力为例

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中图分类号：F279.23 文献标识码：A 文章编号：1004-0714（2025）11-0084-05

ResearchonthePromotionPathof State-Owned Enterprise BrandCommunication fromthePerspectiveof Integrated Media CaseStudyBasedonJiangSuPower

HOUJun，ZHANGJianl，HUAHongyan，ZHANGJie² （.J

Abstract：Withthecontinuous advancement of media convergence，significantchanges have occurred inthe construction and communication environment of enterprise brand communication. How to leverage the advantagesofthe multimediaeraito promotethein-depth development of enterprisebrand building is an important issuethat enterprises needtoface.State-ownedenterprises bearthedual missionofassistingeconomicconstructionandculturaloutput.Empoweringstate-ownedenterprisebrandcommunicationwithmultimediaisan urgent need toadapt tothe development of the times.Taking Jiangsu Power astheexample，this paper sorts outitsmultimedia brand communication status，includingithe "two connections and three ful1s"working mechanismandmulti-dimensionaloperationmodeoftheSuDianmediaconvergenceplatform，summarizes theeffectivenessofitsbrandpromotion，and proposescountermeasuresand suggestionsforstate-ownedenterprise multimedia brand communication from aspects such as task goals and organizational structure，humanre sources，technical potential，and multimedia communication discourse innovation capabilities，providing references for the brand building and management of state-owned enterprises.

Keywords：State-Owned Enterprises;Brand Communication;Integrated Media；Promotion Path

一、引言

随着互联网技术的发展，新的传播形态对各行各业带来了深远影响，越来越多的企业意识到品牌建设需要综合运用融媒体传播思维。（剩余8477字）