移动通信踏上品牌经营之路

“无论竞争多么激烈，都不能靠打价格战来寻求一时之快。”中国移动通信集团公司张立贵总经理在广西调研时就曾经指出，而且其他行业的经验也逐渐表明．塑造强势品牌打造精品网络才是中国移动通信运营商赢得未来市场竞争的明智选择。     

Strategic CSR Communication: A Moderating Role of Transparency in Trust Building

Based on the literature in various strategic communication disciplines, including marketing, advertising, and public relations, this 2 (company-cause fit: congruent vs. incongruent) × 2 (level of transparency: high vs. low) experiment examines message effect on trust, organizational advocacy, and skepticism in order to explore ways to effectively communicate CSR initiatives in consideration of company-cause fit and transparency. Company-cause fit has been incorporated as a strategic tool in marketing and advertising, yet transparency has been primarily discussed in terms of its ethical implications in PR literature. Most significantly, this study suggests a moderating role of transparency on the effect of CSR cause fit, in that partnering with an incongruent cause fit can help build trust with consumers when the CSR message is communicated in a highly transparent manner. Furthermore, this study suggests that transparency is a necessary condition to be strategically implemented in CSR communication to enhance trust with consumers.     

邮政企业财务危机预警指标的建立与评价

为确保邮政企业在其经营过程中，规避财务危机风险或一旦出现财务危机时，能够处理邮政企业的财务事宜，保护相关主体的利益，章提出应建立财务危机预警指标，根据一些敏感性财务指标的优劣变化，对邮政企业可能或将要面临的财务危机出现进行预测预报的财务分析，以对邮政企业的财务危机发挥预警作用，及早诊断出危机信号，并采取相宜措施，将财务危机消灭于萌芽阶段。     

邮政企业资金恶化的康复思路及建议

邮政独立运营三年多来 ,广大邮政职工通过艰苦卓绝的努力 ,实现了全行业扭亏为盈。但资金紧缺仍然是困扰邮政企业走上良性循环的最大障碍。资产负债多 ,现金流量小 ,成本挂账普遍 ,资金上交困难 ,拖欠职工所得 ,挪用专项资金等现象在基层邮政企业还很普遍。1　邮政企业资金困难原因1 1　邮政局政企不分按计划经济模式经营 ,考评机制不科学 ,容易引发基层企业量收掺水 ,从而导致纳税和管理费负担加重。1 2　投资不够冷静在资金贫乏的情况下 ,将大量资金花费在局所建设规模化、经营项目多元化上面 ,而在提高邮政核心竞争力方面的投入不是很多…     

论“传统与现代完美结合”的中邮物流服务品牌建设

针对中国邮政的资源和能力，提出了中邮物流应建立以“传统与现代完美结合”为精髓的物流服务品牌，并探讨了中邮物流服务品牌建设的发展策略。     

Strategic Ambiguity and Crisis Apologia: The Impact of Audiences' Interpretations of Mixed Messages

Based on the perspectives of strategic ambiguity and organizational reputation, the current study examines the effects of mixed crisis response strategies, which adopt seemingly contradictory messages (i.e., apology and denial), through experiments. Consistent with the scope of strategic communication research, this study incorporates theoretical aspects of distinct areas of organizational communication to examine audience response to strategic messages, and makes recommendations for organizational communication strategies during crisis situations. The findings demonstrate that, instead of taking messages straightforwardly, people interpret the same messages divergently in their own ways, and these interpretations accordingly affect their attitudes and behavioral intentions. Findings indicate participants choose a dominant interpretation when given mixed messages, and subsequent responses are based on the initial interpretation, such that evaluating a mixed message as an apology yielded more positive outcomes than those who interpreted the message in other ways. In addition to people’s diverse interpretations, organizations’ crisis communication strategies and the business type also significantly influenced the outcomes. The apology-interpreters showed more positive outcomes than those who were exposed only to apology for an automaker’s crisis. On the other hand, for a nonprofit organization’s crisis, those who were exposed to a simple denial message showed more positive outcomes than those who perceived the mixed message as a denial. Based on these findings, this study offers practical recommendations on when to use single messages versus mixed messages, along with the explanation of how these divergent strategies work.     

A Situational Perspective on Employee Communicative Behaviors in A Crisis: The Role of Relationship and Symmetrical Communication

ABSTRACT

This study investigates the intertwined effects of the employee-organization relationship (EOR), internal communication, and employees’ situational perceptions on individuals’ communicative behaviors – seeking and voicing – during periods of organizational crisis. Using the situational theory of problem solving (STOPS), the current study investigates employees’ cognitive reactions as well as how their communicative behaviors are affected by the pre-crisis EOR and organizations’ symmetrical communication effort in a crisis. An online survey was conducted with 410 full-time U.S. employees working in large corporations. Results indicated that a favorable pre-crisis relationship between an organization and its employees significantly affects how they perceive a crisis and their communicative behaviors. Employees’ perceived symmetrical communication strengthens the relationship between the pre-established relationship with employees and their crisis perceptions. Findings provide a comprehensive picture of the process by which the EOR directs employee behaviors in a crisis, as well as the positive effects of symmetrical internal communication. Theoretical and practical implications are discussed.     

Lessons for Crisis Communication on Social Media: A Systematic Review of What Research Tells the Practice

This study analyzes explicit pieces of advice for effective social media crisis communication given by researchers in various subdisciplines of strategic communication. The themes are identified by a systematic content analysis of peer-reviewed journal articles and conference papers (n = 104) published between 2004 and 2017. Five overall thematic “lessons” are identified and critically discussed. These are that effective social media crisis communication is about: (1) exploiting social media’s potential to create dialogue and to choose the right message, source and timing; (2) performing precrisis work and developing an understanding of the social media logic; (3) using social media monitoring; (4) continuing to prioritize traditional media in crisis situations; and finally, (5) just using social media in strategic crisis communication. These guidelines mainly emerged from quantitative research conducted in the context of the United Stated and on Twitter. There is need for more research focusing on other platforms and other empirical material. There is also a future need for an in-depth methodological discussion of how to further bridge the gap between research and practice on a global scale, and how to develop more evidence-based recommendations for strategic crisis communication practitioners.     

Social Media Influencers as a Crisis Risk in Strategic Communication: Impact of Indiscretions on Professional Endorsements

ABSTRACT

Social media influencers (SMIs) are increasingly employed by organizations to amplify their strategic communication efforts. Yet, little is known about the impact an SMI’s personal indiscretion has on their endorsing organizations. This article examines the factors that trigger these crises and their effects on the organizational image. Five cases – PewDiePie (U.S.), Munroe Bergdorf (UK), James Charles (U.S.), Grace Mongey (Ireland) and Sarah Bowmar (U.S.) – were analyzed using Rapid Issue Tracking, a method to capture stakeholders’ sentiments. Findings showed that SMIs’ personal indiscretions trigger paracrises. Organizations typically used distancing strategies but adopted image repair situationally. Anchored on image repair theory, we propose a framework for crisis identification and response strategies. With the increasing use of SMIs in marketing, their potential as a new type of crisis trigger warrants attention.     

DSL接入市场领风骚

新年伊始,DSL捷报频传,成为宽带接入的主流。业内人士预测,随着宽带热的进一步升温,今年国内DSL将以600万线的容量,再次掀起又一个宽带浪潮,成为2003年国内宽带市场的最大亮点。     

Ukrainian media after the EuroMaidan: in search of independence and professional identity

The EuroMaidan protests that shook Ukraine in late 2013 to early 2014 triggered a chain of events that brought numerous changes and challenges for the Ukrainian society. The Ukrainian media landscape has also been affected by the new challenges and impetus for democratization. The post-Maidan period saw both, improvements in the media environment and setbacks. While Ukrainian journalists can benefit from increased media freedom, new progressive legislation and reinvigoration of the democratic debate, many problems still shape the development of the media. Editorial dependence on owners, concentration of mainstream media in the hands of oligarchs, deteriorating quality of content and crisis of professional identity are distinctive features of the post-Maidan media landscape in Ukraine. This paper provides an overview of developments in the Ukrainian media system since the declaration of independence with a special focus on the situation after the EuroMaidan and discusses four major challenges that will impact the transformation of the Ukrainian journalism and media sphere.     

TI:扬帆无线世界

无线世界的发展可谓日新月异,从20年前第一款商用移动电话问世,到现在3G、WLAN等热潮席卷全球,无线技术不断改变着人们的信息生活。TI(德州仪器)作为全球无线技术的领导者和专业无线半导体供应商,依靠自身在无线领域积累十几年的资深经验,一直致力于以创新的     

关于建设邮政物流终端模式——户箱工程的探讨

文章对建设邮政物流终端模式——户箱工程的相关问题作了分析和探讨，提出了整合户箱资源，综合开发利用的建议，并对户箱工程的规模效益作了评估。     

Corporate Communications from the Top and from the Center: Comparing Experiences and Expectations of CEOs and Communicators

Common viewpoints as well as divergences between top executives and communication professionals influence the institutionalization of strategic communication. However, there is little empirical evidence on the accordance between both groups. Most research explores either communication professionals or chief communication officers (CEOs). Very few studies have combined both perspectives. This article identifies the research gap, explores insights from previous research, and contributes to the body of knowledge in strategic communication with an original study that is based on two surveys with replies from 602 CEOs and executive board members as well as 1,251 communication managers from companies in the largest European country, Germany. Although top executives rate the information and motivation of employees as the most important objective of corporate communication, communication professionals focus on the creation of a positive image. Respondents from both groups also state different opinions about dealing with the demand for transparency. Both top executives and communicators give most support to a role model that describes communication professionals as a facilitator between an organization and its publics. Nevertheless the overall conclusion is that perspectives diverge quite often and attention should be directed towards a better alignment between top management and those leading the strategic communication function.     

萍乡邮政创新报刊业务发展模式探讨

文章总结了萍乡市邮政局创新报刊业务发展模式和转变发展方式的经验,探讨了报刊发行业务从量变到质变的发展途径。     

固网短信:寻找信息流的对称点

如果说2001年SMS(ShortMessage Service)16个亿的收入是"无心插柳柳成荫"的"移动梦网"的一个亮点,3亿元的短信业务收入则同样闪耀着蓦然回首于灯火阑珊处的"联通在信".2002年,短信势头疯长依旧,中国移动在2月11日(除夕)一天记录短信消费1亿条(2001年整个上半年为13亿条),上海移动和联通公司从大年夜到初七六百多万移动用户共发送短信约1.4亿条,北京移动通信网内则在此段时间同样录得8200万条用户短信.再联系到全球运营商每个月超过2亿美元的短信利润,短信现象无疑成为一个值得研究的课题.有识之士由此管窥到行业发展、市场经营、业务创新等方方面面的成败得失.     

Maximizing the Potential of Millennial Communication Professionals in the Workplace: A Talent Management Approach in the Field of Strategic Communication

Although millennials have been extensively examined in the popular and academic literature, there have not been sufficient studies in strategic communication that help us fully understand this unique and influential cohort in the communication profession. The purpose of this research is to take a talent management approach to gain a deep understanding of millennial communication professionals’ (MCPs) generational attributes as related to their workplace values, and how such values would affect key phases such as recruitment, engagement, development and retention in talent management in strategic communication. Two national panels were recruited to run comparative analyses with one panel consisting of MCPs and the other panel consisting of communication managers and executives who have direct working and/or supervising experience with MCPs. The comparative results provide a detailed report on perceptual gaps on generational attributes, as well as different expectations on talent management. Research and practical implications are discussed.     

In the Twilight Zone Between Veracity and Lying: A Survey on the Perceived Legitimacy of Corporate Deception in Reaction to Ethical Dilemmas

In their effort to attain legitimacy, corporations are tempted to resolve ethical dilemmas that arise from conflicting stakeholder expectations by ambiguous and misleading communication. Such processes of organizational decoupling may in turn threaten corporate legitimacy. Therefore this article explores public acceptance of deceptive corporate practices that range between the poles of veracity and lying: They involve half-truths and concealment but no blatant lies and they neglect veracity only to conform to conflicting ethical values. The analysis builds on the assumption that specific types of corporate deception fulfill protective functions, such as privacy protection, self-defense, and social cohesion, and are therefore socially accepted. Results from an experimental online survey (n = 1,417) indicate that protective functions are ascribed to corporate deception, yet participants show only moderate levels of acceptance and advocacy on behalf of the corporation. Corporate deception is most likely to be perceived as legitimate when it serves privacy protection and when it involves altruistic intentions. These findings point out limits of organizational decoupling and emphasize the need for pluralistic ethics in strategic communication that provide a framework for the resolution of ethical dilemmas under consideration of situational conditions.