品牌场域视角下企业非伦理公关的产生机理及治理对策

发布时间：2018-02-01 07:00

  本文关键词： 品牌场域 企业公关 非伦理行为　出处：《现代传播(中国传媒大学学报)》2017年05期 　论文类型：期刊论文

【摘要】：企业非伦理公关是指企业在开展公共关系活动的过程中,违背其与利益相关者关系的善恶价值取向以及应遵循的行为规则,而表现出的一种集体失范行为,包含三个基本的判断标准:与事实真相相背、与道德标准相背、与利益相关者关系相悖。非伦理公关行为的发生,一方面是公关主体自身的失控;另一方面也是社会环境的影响和纵容。如果处理不当就会导致品牌危机的发生,损害品牌的形象与声誉,甚至影响社会的健康发展。本文从品牌场域视角分析企业非伦理公关行为的产生机理和行为表现,从意识、途径、手段三个方面提出了治理企业非伦理公关行为的措施。
[Abstract]:Enterprise non-ethical public relations refers to the enterprise in the process of public relations activities, against its relationship with stakeholders and the value of good and evil orientation and should follow the rules of conduct, and show a collective anomie behavior. There are three basic criteria: contrary to the truth, contrary to the moral standard, contrary to the stakeholder relationship. The occurrence of non-ethical public relations behavior, on the one hand, the public relations subject itself out of control; On the other hand, it is the influence and connivance of the social environment. If not handled properly, it will lead to the occurrence of brand crisis and damage the image and reputation of the brand. Even affect the healthy development of society. This paper analyzes the mechanism and behavior of non-ethical public relations behavior from the perspective of brand field, from the perspective of consciousness and approach. This paper puts forward the measures to govern the non-ethical public relations behavior of enterprises in three aspects.
【作者单位】： 华中科技大学新闻与信息传播学院;
【基金】：国家社会科学基金青年项目“多市场接触视角下企业间公关非伦理行为的互动机理及治理对策研究”(项目编号:11CGL010) 中央高校基本科研业务费专项资金资助项目(项目编号:2016AC048)的研究成果
【分类号】：C912.3
【正文快照】： 随着现代企业经营环境不确定因素的增长,由于信息的非对称分布,企业与企业之间竞争的边界已经从过去单纯的“市场领域”扩展到了多元的“品牌场域”中。竞争互动导致的非伦理公关行为已经相当普遍,比如已经发生的饿了么“黑商户”风波、百度“魏则西”事件、三星“NOTE手机爆，

本文编号：1481246