公共关系在中国企业品牌国际化中的运用
发布时间：2018-11-15 19:56
【摘要】： 品牌国际化是世界经济全球化大背景下的产物。进入21世纪以来,世界经济呈现出市场国际化、企业跨国化、资本多国化和竞争白炽化的态势,品牌国际化成为了一个企业乃至一个国家的重要发展战略。一个企业拥有国际品牌,既表明其经济实力和市场地位,也反映其持续发展力的大小;而一个国家是否拥有或拥有多少国际品牌,既是衡量其经济发展水平的重要标志,也反映着国家的综合经济实力和综合国力。推动中国品牌的国际化,增大其国际市场适应力和影响力,是大大提高品牌价值、无形资产和国家经济影响力的现实选择。 企业品牌国际化不同于国内的品牌建设。由于国与国之间民族文化、政治、社会经济结构等方面的差异,相比国内市场的品牌建设,国际市场更加复杂,商业风险也更大,不确定性因素更多,容易形成跨文化冲突。然而,公共关系在这方面的研究却想当的匮乏。因此,研究公共关系在中国企业品牌国际化中的运用,通过对公共关系客体的研究,分析客体的特性和利益取向,以实现“知己知彼”,从而在品牌国际化不同阶段综合运用各种公关方法和公关媒介,制定符合国际社会公众预期的公关策略,有助于中国企业在品牌国际化过程中少走弯路。这也是笔者选择这个题目作为硕士毕业论文的意义所在。 在文中,笔者首先对国内外相关研究进行了综述,之后在总结和借鉴前人研究成果的基础上,主要运用公共关系理论、传播学理论、跨文化沟通理论、关系管理理论,通过进一步创新,建立了品牌国际化的公共关系战略和策略模型。在战略和策略模型的指导下,针对品牌国际化不同阶段,具体分析了相应的公共关系策略,最后以案例的形式剖析了日本丰田汽车的成功品牌公关之路,用以验证本文提出的公共关系模型。通过这些分析,不仅弥补了学术界对这一领域研究的不足,拓展了公共关系的应用范围,丰富了品牌学理论,更能为中国企业品牌国际化提供实用参考。
[Abstract]:Brand internationalization is the product of the globalization of the world economy. Since the beginning of the 21st century, the world economy has presented a trend of market internationalization, transnational enterprise, multi-national capital and incandescent competition. Brand internationalization has become an important development strategy for an enterprise or even a country. An enterprise has an international brand, which not only shows its economic strength and market position, but also reflects the size of its sustainable development. Whether a country owns or owns how many international brands is not only an important symbol to measure its economic development level, but also reflects the country's comprehensive economic strength and comprehensive national strength. Promoting the internationalization of Chinese brands and increasing their adaptability and influence in the international market are the realistic choices to greatly improve the brand value, intangible assets and national economic influence. Brand internationalization is different from domestic brand construction. Because of the differences in national culture, politics, social and economic structure between countries, the international market is more complex, the commercial risk is greater, the uncertainty is more than the domestic market, and it is easy to form cross-cultural conflicts. However, the public relations in this area of research but want to be a lack. Therefore, to study the application of public relations in the internationalization of Chinese enterprises' brand, through the study of the object of public relations, to analyze the characteristics and interest orientation of the object, in order to realize "know oneself and know the enemy". Therefore, it is helpful for Chinese enterprises to take less detours in the process of brand internationalization by synthetically using various public relations methods and media in different stages of brand internationalization and formulating public relations strategies in line with the expectations of the international public. This is also the significance of the author's choice of this topic as a master thesis. In this paper, the author first summarizes the relevant studies at home and abroad, and then on the basis of summarizing and drawing on the previous research results, the main use of public relations theory, communication theory, cross-cultural communication theory, relationship management theory, Through further innovation, the public relations strategy and strategy model of brand internationalization is established. Under the guidance of strategy and strategy model, according to different stages of brand internationalization, the corresponding public relations strategy is analyzed in detail. Finally, the successful brand public relations of Toyota Motor in Japan is analyzed in the form of a case study. To verify the proposed public relations model. These analyses not only make up for the lack of academic research in this field, expand the scope of application of public relations, enrich the theory of brand science, but also provide a practical reference for the internationalization of Chinese enterprises brand.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2
本文编号：2334295
[Abstract]:Brand internationalization is the product of the globalization of the world economy. Since the beginning of the 21st century, the world economy has presented a trend of market internationalization, transnational enterprise, multi-national capital and incandescent competition. Brand internationalization has become an important development strategy for an enterprise or even a country. An enterprise has an international brand, which not only shows its economic strength and market position, but also reflects the size of its sustainable development. Whether a country owns or owns how many international brands is not only an important symbol to measure its economic development level, but also reflects the country's comprehensive economic strength and comprehensive national strength. Promoting the internationalization of Chinese brands and increasing their adaptability and influence in the international market are the realistic choices to greatly improve the brand value, intangible assets and national economic influence. Brand internationalization is different from domestic brand construction. Because of the differences in national culture, politics, social and economic structure between countries, the international market is more complex, the commercial risk is greater, the uncertainty is more than the domestic market, and it is easy to form cross-cultural conflicts. However, the public relations in this area of research but want to be a lack. Therefore, to study the application of public relations in the internationalization of Chinese enterprises' brand, through the study of the object of public relations, to analyze the characteristics and interest orientation of the object, in order to realize "know oneself and know the enemy". Therefore, it is helpful for Chinese enterprises to take less detours in the process of brand internationalization by synthetically using various public relations methods and media in different stages of brand internationalization and formulating public relations strategies in line with the expectations of the international public. This is also the significance of the author's choice of this topic as a master thesis. In this paper, the author first summarizes the relevant studies at home and abroad, and then on the basis of summarizing and drawing on the previous research results, the main use of public relations theory, communication theory, cross-cultural communication theory, relationship management theory, Through further innovation, the public relations strategy and strategy model of brand internationalization is established. Under the guidance of strategy and strategy model, according to different stages of brand internationalization, the corresponding public relations strategy is analyzed in detail. Finally, the successful brand public relations of Toyota Motor in Japan is analyzed in the form of a case study. To verify the proposed public relations model. These analyses not only make up for the lack of academic research in this field, expand the scope of application of public relations, enrich the theory of brand science, but also provide a practical reference for the internationalization of Chinese enterprises brand.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2
【引证文献】
相关期刊论文 前1条
1 李晓亮;;湖南工程机械企业品牌国际化公关策略研究[J];特区经济;2012年11期
，本文编号：2334295
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2334295.html
