高校品牌的公关传播模式应用研究

发布时间：2018-02-08 13:44

本文关键词： 高校品牌公关传播模式品牌维护危机公关活动公关世博公关　出处：《上海外国语大学》2013年硕士论文　论文类型：学位论文

【摘要】：当今世界各国的竞争是综合国力的竞争。进入新世纪以来，中国在国家间的竞争中逐渐脱颖而出，正在引领世界走向新的中国时代。回望来时路，作为综合国力外在表现形式的硬实力，，经过三十多年的改革开放之路取得了有目共睹的辉煌成就。如果说硬实力是有形的载体，那么软实力则是无形的延伸。肩负着人才培养、科技创新和服务社会三大责任的高等学校，是国家软实力的重要组成部分，与此同时，高等学校生产的文化、科技、人才在知识经济的当代又推动着硬实力的发展。中国高等学校的品牌化和中国高等教育的品牌是国家软实力的整合提升,而强盛的软实力，恰是一种硬形象。中国高等教育的品牌化道路，从局部到整体，从国内到国外，不仅将提升国内高校的表现力，也将使的中国的软实力在世界舞台上得到展示。中国高校的品牌建设，已经有了十多年的历史。许多高校自身已经建立起健全的品牌体系，高校之间不断出现的联盟也在整体提升着彼此间的品牌形象。然而，仅仅建立一套相对比较完备的高校品牌形象，却没有进行主动的品牌传播就是品牌化的缺陷所在。本文将从公共关系传播作为切入点，探索高校品牌传播之路，从而完善高等学校品牌化之路。本文的创新点之处在于从公关四种传播模式入手，并在品牌维护、突发危机、重大活动三种传播环境中，从品牌的广度和深度上进行了探讨，力求打造出考虑到品牌梯度、品牌特色的差异以及不同时期品牌传播的需求强度不同，建立一种包括目标的层次梯度、主体的参与梯度、渠道的选择梯度、效果的反应梯度的公关模式整合。另外本文的公关传播充分考虑了新媒体平台的特色，对已有的应对方式进行了扩展延伸。
[Abstract]:The competition of all countries in the world today is the competition of comprehensive national strength. Since entering the new century, China has gradually stood out in the competition among countries and is leading the world to a new Chinese era. As an external manifestation of comprehensive national strength, the hard power, after more than 30 years of reform and opening up, has made remarkable achievements. If hard power is a tangible carrier, then soft power is an invisible extension. Institutions of higher learning with three major responsibilities of scientific and technological innovation and service to society are an important part of national soft power, and at the same time, the culture, science and technology produced by colleges and universities, Talent promotes the development of hard power in the contemporary knowledge economy. The brand of Chinese higher education and the brand of Chinese higher education are the integration and promotion of national soft power, and the strong soft power. The brand road of Chinese higher education, from part to whole, from home to abroad, will not only enhance the expressiveness of domestic colleges and universities, but also make the soft power of China displayed on the world stage. The brand construction of Chinese colleges and universities has a history of more than 10 years. Many colleges and universities have established a sound brand system, and the alliance between them is also improving the brand image of each other as a whole. Only establishing a relatively complete brand image of colleges and universities, but not taking the initiative of brand communication is the defect of brand branding. This paper will explore the road of brand communication in colleges and universities from the point of view of public relations communication. So as to perfect the road of brand in colleges and universities. The innovation of this paper is to start with four communication modes of public relations, and in the three communication environments of brand maintenance, sudden crisis and major activities, discuss the breadth and depth of the brand, and strive to create a brand gradient. The differences of brand characteristics and the different demand intensity of brand communication in different periods establish a gradients including the level gradient of the target, the participation gradient of the main body, the selection gradient of the channel. In addition, the public relations communication of this paper fully considers the characteristics of the new media platform, and extends the existing response mode.
【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】：2013
【分类号】：G647;G206

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