Abstract: With the rapid development of the Internet and new media technologies, China has entered the era of new media, and new media technologies have been widely applied to all aspects of society. For state-owned enterprises, corporate image is an external manifestation of corporate culture. It is related to the development of enterprise construction and scientific stability, and is a key factor in improving the competitiveness of enterprises in the international market. Therefore, in the new media environment, it is of great significance to explore and study how to do well in the image management of state-owned enterprises. This paper firstly outlines the definition and characteristics of new media, expounds the importance of the image management of state-owned enterprises, and then analyzes the challenges faced by the image management of state-owned enterprises in the new media era, strengthens the importance of enterprises, and improves the image publicity mechanism. New media technology, enhance corporate brand image, use new media carrier, broaden people's communication channels, strengthen corporate culture construction, actively respond to negative public opinion, occupy the image propaganda initiative and other five aspects, put forward how to do a good job of state-owned enterprise image in the new media era Management research strategy.
关键词：新媒体 国有企业 形象宣传管理
Keywords: New Nedia, State-owned Enterprises, Image Propaganda Management
