麦当劳在中国大陆和台湾地区的公关策略对比

发布时间：2018-02-01 01:52

本文关键词： 企业社会责任公共关系麦当劳内容分析　出处：《华中科技大学》2011年硕士论文　论文类型：学位论文

【摘要】：近十年来,企业社会责任与企业伦理逐渐成为普世的价值观,学术界与实务界都对此议题抱持高度关注。企业社会责任与公司获利不再是零和游戏;企业的社会责任行动也不仅是慈善捐款或公关口号。本研究根据陈先红教授的分类,将公共关系策略分为伦理型的商业实践、慈善性的社会捐助、社区性的志愿者活动、关联性的公益营销、公益性的宣传支持、政治性的沟通合作、文化性的娱乐活动共七大类。本研究采取内容分析的方法,以中国大陆和台湾地区麦当劳公司为研究对象,通过搜集麦当劳2008-2010年公共关系活动,将公共关系活动分为将展示中国大陆和台湾地区公共关系活动类型的异同,期望在此研究基础上,为今后的公关理论构建和实践活动提供某些指导性的意见; 通过对84个有效样本的分析,研究结果显示:①企业社会责任越来越受到企业的重视。②麦当劳在中国大陆和台湾地区公共关系活动虽然有差异,但是差异不大。③社会责任型公关活动,在品牌形象塑造方面发挥了主要和积极的作用。希望论文能为跨国企业开展本土化策略,开展公共关系活动提供一些有价值的建议,并进一步引探讨企业应该如何在企业社会责任框架下进行公共关系活动。
[Abstract]:In the past decade, corporate social responsibility and corporate ethics have gradually become universal values, which has been highly concerned by both academic and practical circles. Corporate social responsibility and corporate profits are no longer zero-sum games. Corporate social responsibility action is not only charitable donation or public relations slogan. According to the classification of Professor Chen Xianhong, the public relations strategy can be divided into ethical business practice and charitable social donation. Community volunteer activities, associated public welfare marketing, public welfare publicity and support, political communication and cooperation, cultural entertainment activities, a total of seven categories. This study adopts the method of content analysis. Taking McDonald's Company in mainland China and Taiwan as the research object, we collected the public relations activities of McDonald's from 2008 to 2010. The public relations activities are divided into two parts, which will show the similarities and differences between the types of public relations activities in mainland China and Taiwan, and hope to provide some guiding opinions for the construction of public relations theory and practical activities in the future on the basis of this research. Through the analysis of 84 valid samples, the research results show that the corporate social responsibility of 1 / 1 has been paid more and more attention by enterprises. 2 McDonald's public relations activities in mainland China and Taiwan are different though. But the difference is not big. 3. The social responsibility type public relations activity, has played the main and positive role in the brand image shaping. It is hoped that this paper can provide some valuable suggestions for multinational enterprises to carry out localization strategies and public relations activities, and further discuss how enterprises should carry out public relations activities under the framework of corporate social responsibility.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F274;F719.3

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