N企业公共关系营销策略的优化研究

发布时间：2018-04-19 19:02

本文选题：汽车行业 + 公关营销　；参考：《南京大学》2014年硕士论文

【摘要】：随着企业的市场份额不断扩大,企业公关营销变得愈发重要。相对于传统营销,公关营销强调管理企业所面临的的外部环境,如政治、法律、经济、人文、地理等环境因素,在获得市场的同时,应该考虑政府、媒体、业界团体的态度和认知,通过维护良好的政府、媒体关系,保证企业获得有力的政策支持和良好的企业形象,从而建立具有影响力的品牌。上世纪70年代末中国改革开放以来,外资企业在中国的投资一直飞速发展,中国加入WTO以后,外资企业已延伸到中国经济的各个领域。面对目前世界第二大世界经济体的中国,外资企业如何在中国平稳发展,保证持久安定的投资和经营环境变得愈发重要。20世纪80年代以后,除传统营销理论之外,公关营销的理念也逐渐受到国际大型企业的重视,并成为促进企业安定发展、促进产品销售的重要工作。N企业是日本大型汽车企业在华子公司,具备投资、制造、销售等职能,在竞争日趋激烈的汽车行业,为提升品牌形象并保证在华项目的平稳运营,N企业需要克服自身公关营销方面的劣势,并抓住中国大力发展节能与新能源车的政策趋势,大力发展企业自身的混合动力技术汽车。为了增加政府政策支持和公众对混合动力汽车技术的理解,政府、媒体公关营销手段的强化就成了当务之急。N企业在构建公关营销体系的过程中,遇到了包括组织架构、政府公关营销、媒体公关营销、社会责任公关营销在内的诸多问题,需要用清晰的思路进行诊断并提出整体解决方案。公关营销工作者需要具有企业战略思维、宏观经济知识、熟悉当代热点话题、良好的沟通能力等基本素质。本论文也从这些方面着手,试图从全局着眼,并提供包括组织架构调整、政府公关策略优化、媒体公关策略优化、社会责任公关营销在内的全面的可操作性解决方案。本论文方案实施完成后取得了预期效果,从数据来看,企业高层与政府高层会见次数与往年相比明显增多,媒体对N企业及混合动力技术的正面报道也成倍增加,具备较强的实践意义。在公关营销领域,中国企业无论在意识观念、理论知识还是在实践经验上仍落后于发达国家的诸多跨国公司,因此,本文对于中国企业走出国外,如何与当地政府、媒体涉外沟通等方面,具有一定的借鉴作用。
[Abstract]:With the increasing market share of enterprises, public relations marketing becomes more and more important. Compared with traditional marketing, public relations marketing emphasizes the external environment of managing enterprises, such as politics, law, economy, humanities, geography and other environmental factors. In obtaining the market, the government and media should be considered. The attitude and cognition of industry groups, through maintaining good government and media relations, ensure that enterprises get strong policy support and good corporate image, thus establishing influential brands. Since China's reform and opening up in the late 1970s, the investment of foreign-funded enterprises in China has been developing rapidly. After China's entry into WTO, foreign-funded enterprises have extended to all fields of China's economy. Facing China, which is currently the second largest world economy in the world, how to ensure the steady development of foreign-funded enterprises in China and ensure a lasting and stable investment and business environment has become increasingly important since the 1980s, in addition to traditional marketing theories. The concept of public relations marketing has gradually been attached importance to by large international enterprises, and has become an important work for promoting the stable development of enterprises and promoting product sales. Enterprise N is a subsidiary of large Japanese automobile enterprises in China. It has the functions of investment, manufacture, sales, etc. In the increasingly competitive automobile industry, in order to improve the brand image and ensure the smooth operation of projects in China, enterprises need to overcome their own weaknesses in public relations marketing, and seize the policy trend of vigorously developing energy-saving and new energy vehicles in China. Vigorously develop their own hybrid technology vehicles. In order to increase government policy support and the public's understanding of hybrid vehicle technology, the reinforcement of government and media public relations marketing means has become a top priority. In the process of building a public relations marketing system, N enterprises have encountered organizational structure. Many problems, such as government public relations marketing, media public relations marketing and social responsibility public relations marketing, need to be diagnosed with clear ideas and put forward the overall solution. Public relations marketing workers need to have strategic thinking, macroeconomic knowledge, familiar with contemporary hot topics, good communication skills and other basic qualities. From these aspects, this paper attempts to focus on the overall situation, and provides a comprehensive operational solution, including organizational structure adjustment, government public relations strategy optimization, media public relations strategy optimization, social responsibility public relations marketing and other comprehensive operational solutions, including organizational structure adjustment, government public relations strategy optimization, media public relations strategy optimization, and social responsibility public relations marketing. After the implementation of this paper, the expected results have been achieved. From the data point of view, the number of high-level and high-level government meetings has increased significantly compared with previous years, and the positive media coverage of N enterprises and hybrid power technology has increased exponentially. It has strong practical significance. In the field of public relations marketing, Chinese enterprises are still lagging behind many multinational companies in developed countries in terms of consciousness, theoretical knowledge and practical experience. Therefore, this paper discusses how Chinese enterprises go abroad and how to deal with local governments. The media foreign-related communication and other aspects, has certain reference function.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.471;F274

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