某食品企业公共关系策略研究

发布时间：2018-03-15 03:37

本文选题：公共关系策略　切入点：食品企业　出处：《浙江工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：2011年以来,欧债危机继续加剧,西方国家经济恢复缓慢,身处复杂多变的国内外环境,中国经济不断面临经济增长下行压力和物价上涨压力并存的挑战。同时,食品安全问题在转型期的中国,表现得更加严峻,日益突出的食品安全问题正在对食品产业形成巨大的挑战。在中国已经加入WT0和国内消费者健康意识日益增加的今天,在新媒体引发信息量爆炸的今天,日趋成熟的中国食品市场在安全问题上表现却越来越脆弱。面对日益严峻的外界环境,食品企业的公共关系将何去何从?在企业中占有重要地位的公共关系必须有自己的策略,才能与组织的长远目标相联系,参与到组织的重要决策中去。本论文运用PEST分析法、SWOT分析法对KSF控股有限公司作为食品行业领先企业的内外部环境进行全面分析,找出在发展过程中面临的主要问题。继而运用实地调查、比较研究等方法,对已有的公关体系做诊断,研究和制定可持续发展的食品企业公关战略,以达到企业公共关系维护的真正目的——建立、保护和推广企业形象和品牌。公共关系在企业的生存和发展中被赋予了新的使命,对公关理念的理解和引入,对企业公关部的设置和定位,以及公关部对企业发展战略制定的参与,应随着企业内外部环境发生变化而不断修正。只有与企业愿景相匹配的公共关系策略才能加强企业在竞争中的地位。
[Abstract]:Since 2011, the European debt crisis has continued to intensify, the western economies have recovered slowly and are in a complex and volatile domestic and foreign environment, and the Chinese economy is constantly facing the challenge of both downward pressure on economic growth and rising price pressures. At the same time, The problem of food safety is becoming more serious in the transition period in China. The increasingly prominent food safety problem is posing a great challenge to the food industry. Today, China has joined the WT0 and the domestic consumers' health awareness is increasing day by day. With the explosion of information caused by new media, China's food market is becoming more and more vulnerable to security problems. Facing the increasingly severe external environment, where will the public relations of food enterprises go? Public relations, which play an important role in the enterprise, must have their own strategy in order to be linked to the long-term goals of the organization. This paper uses PEST analysis method to analyze the internal and external environment of KSF holding Co., Ltd as a leading enterprise in the food industry. Find out the main problems in the process of development, and then use field investigation, comparative research and other methods to diagnose the existing public relations system, study and formulate the sustainable development of food enterprise public relations strategy, To achieve the real purpose of corporate public relations maintenance-to establish, protect and promote corporate image and brand. Public relations has been given a new mission in the survival and development of enterprises, the understanding and introduction of the concept of public relations, the establishment and positioning of the public relations department of enterprises, and the participation of the public relations department in the formulation of enterprise development strategies. It should be revised constantly with the change of internal and external environment. Only the public relations strategy that matches the enterprise vision can strengthen the position of the enterprise in the competition.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F270;F426.82

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