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本文基于对话理论并采用内容分析法对美国财富500强和中国500强企业的官方网站应用对话五原则进行网络环境下的组织-公众关系建设进行了实证研究。研究结果表明,中国和美国企业在其网站中都采用了对话五原则,但是他们对各原则的采用程度有所不同。整体来看,相比于对话能力,中国和美国企业对网站的技术和设计能力更为看重。此外,本研究发现美国企业官网比中国的企业官网发挥了更大的对话潜力,究其原因可归结于东西方文化差异的影响。
Based on the theory of dialogues and content analysis, this paper conducts an empirical research on the organization-public relationship construction under the network environment based on the five principles of the application dialogues of the official websites of the Fortune 500 companies in the United States and China’s top 500 enterprises. The findings show that both Chinese and U.S. businesses have adopted the Five Principles of Dialogue in their websites, but they have different levels of adoption of the principles. Overall, Chinese and U.S. businesses place more emphasis on the technology and design capabilities of their websites than their conversational capabilities. In addition, this study found that the U.S. corporate website has more potential for dialogue than the Chinese corporate website. The reason for this may be attributed to the influence of cultural differences between East and West.