Abstract
In recent years, various new media platforms such as Weibo, WeChat, news client, and TikTok have developed rapidly, and have even become the main front for state-owned enterprises in news propaganda. Therefore, the focus of brand building work of state-owned enterprises and the external situation they face are also changing, such as the urgent need to implement ideological work responsibilities, the more complicated ecological environment, the higher requirements for reform of state-owned enterprises, and the more convenient facilities provided by scientific and technological means. Faced with a new situation of new media communication, state-owned enterprises must change their brand building ideas and continuously improve the ability of network public opinion guidance and new media communication.
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