NSF公关公司发展战略研究

发布时间：2018-01-13 04:19

本文关键词：NSF公关公司发展战略研究　出处：《北方工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：中国的公共关系(简称公关)行业经过30年的发展已经跃升成为继美国之后全球第二大公关市场。公关行业经历了约10年的快速增长之后,近5年发展速度趋缓,并日益成熟。政府大力整治贪腐和调控相关产业等措施,使处于经济发展新常态之中的公关行业整体盈利能力下降,进而导致行业竞争加剧。 NSF公关公司是在当下竞争环境中面临较大生存压力的代表之一,虽然公司有约15年的发展历史,且在奥运会、世博会等展览业务方面小有成绩。但是随着国内经济环境的变化,NSF公司原来成功征战的业务领域发生重大变化,公司业务领域和管理水平同时也没有跟上时代的发展,因此出现经营困难的局面。本文全面梳理NSF公司发展历程以及未来发展趋势,运用PEST分析、波特五力分析、SWOT分析等战略分析工具,对NSF公司在公关和传媒领域企业战略进行详尽的分析,提出大整合传播之下的内容营销模式,以体育营销和影视娱乐营销为主,以电视广告和传统公关为辅的形式,挖掘公司在大传播业务领域的机会,以及公司和客户的生存模式的对应策略。 NSF公关公司如何生存发展是当前国内众多公关公司发展瓶颈的典型代表,对国内公关公司乃至传统传媒公司来说,NSF公关公司的企业战略能为国内相类公司再发展战略提供一个参考。探究NSF公司的企业战略,具有较为现实的意义。
[Abstract]:After 30 years of development, China's public relations industry has leapt to become the second largest public relations market in the world after the United States. The public relations industry has experienced a rapid growth for about 10 years. In the past five years, the speed of development has slowed down, and the government is increasingly mature. The government has made great efforts to control corruption and related industries, so that the overall profitability of the public relations industry, which is in the new normal of economic development, has been reduced. This will lead to intensified competition in the industry. NSF PR Company is one of the representatives who are facing the pressure of survival in the current competitive environment, although the company has a history of about 15 years, and in the Olympic Games. Expo and other exhibition business has made little achievements. But with the changes in the domestic economic environment, NSF has been successful in the original business areas have undergone major changes. The business field and management level of the company also did not keep up with the development of the times, so there is a difficult situation. This article comprehensively combs the NSF company's development history and the future development trend, uses the PEST analysis, the Porter five forces analysis and so on the strategic analysis tool and so on SWOT analysis tool. This paper makes a detailed analysis of the corporate strategy of NSF in the field of public relations and media, and puts forward the content marketing model under the great integration and communication, which mainly consists of sports marketing and film and television entertainment marketing. In the form of television advertising and traditional public relations, the paper explores the opportunities of the company in the field of mass communication, and the corresponding strategies of the survival mode between the company and the customer. How to survive and develop NSF public relations company is a typical representative of the bottleneck of the development of many public relations companies in China, for domestic public relations companies and even traditional media companies. The enterprise strategy of NSF public relations company can provide a reference for the domestic similar company to develop the strategy. It is of practical significance to explore the enterprise strategy of NSF company.
【学位授予单位】：北方工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272

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