北京宅急送公司品牌公关传播策略研究
发布时间：2018-07-15 11:45
【摘要】： 品牌对于企业生存和发展至关重要。品牌形象在当今市场上已经成为企业不可或缺的竞争利器,没有品牌企业就无法生存。企业进行品牌建设有很多的方式和方法,但是对于国内物流快递行业而言,在生存和发展中,本来就存在基础薄弱,资金不足的先天性问题,在无法进行足够规模的广告投入的情况下,如何在最低成本运作下有效完成品牌的建设是一个艰难课题,公关传播理论则为解决这一问题提供了非常好的途径。 公关传播是指的通过有控制的信息传播与沟通活动,谋求建立有利于组织生存发展的适宜关系状态和关系环境。公关关系理论对于提高组织的管理水平、帮助组织建立、维护和发展和谐、健康、稳定的公众关系,从而为组织的生存和发展创造不可缺少的条件是至关重要的,因此其已经成为制定与执行政策的重要依据和提高组织知名度与美誉度、树立企业品牌的主要手段之一。 本文首次专门针对物流行业的品牌建设中对公关传播理论使用的问题进行研究。并系统的研究了如何制定企业公关传播策略,如何合理运用公关传播策略完成企业品牌建设目的。通过对公关传播理论在物流企业品牌建设方面的研究,希望更多的人对中国物流行业品牌建设现状有所了解,同时希望更多的物流快递公司对公关传播这一信息时代的品牌建设利器有所认识并学会使用。 同时本文能够为国内企业尤其是服务性企业如何通过较低的成本完成企业品牌建设探索一条行之有效的道路,为公关传播理论在企业品牌建设行为方面的应用作一些有益探讨。
[Abstract]:Brand is very important for the survival and development of enterprises. Brand image has become an indispensable competitive weapon in today's market. There are many ways and means for enterprises to build brands, but for the domestic logistics express industry, there are inherent problems of weak foundation and insufficient funds in the survival and development of domestic logistics express industry. Under the condition that the advertisement investment is not enough, how to effectively complete the brand construction under the lowest cost is a difficult problem, and the theory of public relations communication provides a very good way to solve this problem. Public relations communication refers to the establishment of an appropriate relationship state and environment conducive to the survival and development of an organization through controlled information dissemination and communication activities. The theory of public relations is very important to improve the management level of the organization, to help the organization establish, maintain and develop harmonious, healthy and stable public relations, and thus to create indispensable conditions for the survival and development of the organization. Therefore, it has become an important basis for making and implementing policies, and one of the main means to improve the reputation and reputation of the organization and to establish the enterprise brand. For the first time, this paper focuses on the use of public relations communication theory in brand building of logistics industry. And how to formulate the enterprise public relations communication strategy and how to use the public relations communication strategy to achieve the purpose of enterprise brand construction. Through the research on the theory of public relations communication in the field of brand construction of logistics enterprises, we hope that more people will have an understanding of the current situation of brand construction in China's logistics industry. At the same time, we hope that more logistics express companies will learn to use the brand building weapon in the information age. At the same time, this paper can explore an effective way for the domestic enterprises, especially the service enterprises, to complete the brand construction through the lower cost, and make some beneficial discussion for the application of the public relations communication theory in the enterprise brand building behavior.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F259.23
本文编号：2123958
[Abstract]:Brand is very important for the survival and development of enterprises. Brand image has become an indispensable competitive weapon in today's market. There are many ways and means for enterprises to build brands, but for the domestic logistics express industry, there are inherent problems of weak foundation and insufficient funds in the survival and development of domestic logistics express industry. Under the condition that the advertisement investment is not enough, how to effectively complete the brand construction under the lowest cost is a difficult problem, and the theory of public relations communication provides a very good way to solve this problem. Public relations communication refers to the establishment of an appropriate relationship state and environment conducive to the survival and development of an organization through controlled information dissemination and communication activities. The theory of public relations is very important to improve the management level of the organization, to help the organization establish, maintain and develop harmonious, healthy and stable public relations, and thus to create indispensable conditions for the survival and development of the organization. Therefore, it has become an important basis for making and implementing policies, and one of the main means to improve the reputation and reputation of the organization and to establish the enterprise brand. For the first time, this paper focuses on the use of public relations communication theory in brand building of logistics industry. And how to formulate the enterprise public relations communication strategy and how to use the public relations communication strategy to achieve the purpose of enterprise brand construction. Through the research on the theory of public relations communication in the field of brand construction of logistics enterprises, we hope that more people will have an understanding of the current situation of brand construction in China's logistics industry. At the same time, we hope that more logistics express companies will learn to use the brand building weapon in the information age. At the same time, this paper can explore an effective way for the domestic enterprises, especially the service enterprises, to complete the brand construction through the lower cost, and make some beneficial discussion for the application of the public relations communication theory in the enterprise brand building behavior.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F259.23
【参考文献】
相关期刊论文 前6条
1 韩增林,王成金,尤飞;我国物流业发展与布局的特点及对策探讨[J];地理科学进展;2002年01期
2 樊奇;刘恩举;;我国城市物流中心的现状及发展分析[J];沈阳建筑大学学报(社会科学版);2006年02期
3 申庆涛;谈树立我国物流企业的品牌理念[J];社科纵横;2004年03期
4 卢山冰;公共关系理论发展百年综述[J];西北大学学报(哲学社会科学版);2003年02期
5 刘春,朱俊林;中国城市物流中心的布局现状分析[J];资源开发与市场;2003年06期
6 章志;品牌建设 中国物流企业的重任[J];中国物流与采购;2004年13期
，本文编号：2123958
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2123958.html
