基于公共关系视角双汇集团营销策略研究

发布时间：2018-07-30 06:52

【摘要】：随着市场经济的不断发展,企业间的竞争也日益加剧,如何在激烈的竞争环境中争取到更多的消费者,获得更多的市场份额,是各企业必须面对和解决的问题。企业需要根据所处环境结合自身实际采取有效的营销策略以实现企业目标,在此过程中公共关系扮演者重要的角色,并关乎企业的发展前途。近年来,食品安全问题成为人们关注和讨论的焦点话题,食品安全危机事件时有发生,这使得食品行业在消费者心目中的信任度急剧下滑,企业也因此流失了客户忠诚度。如何改善公共关系,重获消费者的信任和忠诚是企业在营销过程中必须重视的问题。本文以双汇集团的营销策略作为研究对象,从公共关系的角度出发,在综合分析了国内外公共关系和企业营销的相关理论及文献的基础上,采用内外部环境分析法和SWOT分析法研究双汇集团在营销策略中如何运用公共关系理论,找出公共关系运用的成功之处和不足之处。针对双汇集团在营销方面所出现的问题,本文基于公共关系的视角提出对策以完善营销策略。一是要做好内部公众的营销,可以从意识到内部公众关系的重要性、树立认同的企业文化和发扬主人翁精神三个层面进行。二是积极加强外部公众的关系营销,要求做到面对危机迅速反应、积极处置危机、恢复重建企业形象。三是建立健全的危机管理机制,具体对策是树立基本的危机处理原则、准确分析企业所处的环境、设立危机管理机构、建立危机预警机制、确立危机应急机制和完善监督管理体系。四是提升公司和产品的整体形象,着眼于质量管理、诚信管理、服务水平以及员工的成长和发展。这些基于理论和双汇集团发展情况的分析以及据此提出的对策和建议旨在帮助企业提升品牌形象,增加双汇品牌在社会公众中的认知度、信任度和忠诚度,从而帮助企业更好地实现经济效益以及社会效益。
[Abstract]:With the development of market economy, the competition among enterprises is becoming more and more serious. How to win more consumers and get more market share in the fierce competition environment is the problem that every enterprise must face and solve. Enterprises need to adopt effective marketing strategies according to their own environment to achieve their goals. Public relations play an important role in this process, and related to the development of the future of enterprises. In recent years, food safety has become the focus of attention and discussion, food safety crisis has occurred from time to time, which makes the food industry in the eyes of consumers, the trust in the eyes of the rapid decline, enterprises have also lost customer loyalty. How to improve public relations and regain the trust and loyalty of consumers is a problem that enterprises must pay attention to in the process of marketing. This paper takes the marketing strategy of Shuanghui Group as the research object, from the perspective of public relations, on the basis of comprehensive analysis of the domestic and foreign public relations and enterprise marketing related theories and literature. By using the internal and external environment analysis method and SWOT analysis method, this paper studies how to use the public relations theory in the marketing strategy of Shuanghui Group to find out the success and shortcomings of the use of public relations. Aiming at the problems in marketing of Shuanghui Group, this paper puts forward some countermeasures to perfect the marketing strategy from the perspective of public relations. One is to do well the marketing of the internal public, we can realize the importance of the internal public relations, establish the corporate culture of identity and carry forward the spirit of ownership. Second, it is necessary to strengthen the relationship marketing of the external public, to respond quickly to the crisis, to deal with the crisis actively, and to restore and rebuild the corporate image. Third, to establish a sound crisis management mechanism. The specific countermeasures are to set up basic principles of crisis management, accurately analyze the environment in which enterprises are located, set up crisis management institutions, and establish a crisis warning mechanism. Establish a crisis emergency mechanism and improve the supervision and management system. Fourth, improve the overall image of the company and products, focusing on quality management, integrity management, service level and staff growth and development. These analysis based on theory and the development of Shuanghui Group as well as the corresponding countermeasures and suggestions are aimed at helping enterprises to enhance their brand image and increase the recognition, trust and loyalty of Shuanghui brand in the public. In order to help enterprises to achieve better economic and social benefits.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.82;F274

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