公共关系广告在企业文化传播中的作用论析

发布时间：2018-01-16 02:07

本文关键词：公共关系广告在企业文化传播中的作用论析　出处：《北京林业大学》2015年硕士论文　论文类型：学位论文

【摘要】：目前,企业间的竞争日趋激烈,市场上产品和品牌严重过剩,造成产品同质化现象日益严重,消费者在众多同质化产品的选择过程中,常以个人主观意愿选择能够在心理层面为其提供附加值或“隐形”价值的产品。因此,传统的以宣传产品信息为主要内容的营销手段越来越难达到预期效果。文化“软实力”作用的日益突出,企业文化建设及传播成为企业解决营销乏力,提升企业竞争力的最佳途径,企业开始采取以传播企业文化信息为内容的传播策略。而在选择企业文化传播的方式与手段上,企业通常采用的是广告及公共活动的形式,借助传播企业或产品的文化内涵达到宣传和树立企业形象的目的,进而达到获得长期的企业营销效果的目的。公共关系广告作为商业广告的一种特殊类型,不仅具有广告的方便、快捷、面广等传播特点,同时还具有成本低、效率高、可信度强等公共关系传播特点。因此,公共关系广告成为企业传播自身文化的最佳手段。本文主要从企业文化与公共关系广告的基本概念及其关系入手,从理论上探讨公共关系广告对企业文化传的传播意义与作用,然后借助案例加以分析,运用理论结合实际的方法来阐述公共关系广告在企业文化的对外传播中,所展现出的不可替代作用。同时,本文还通过分析和列举了我国本土企业在开展公共关系广告传播企业文化时,所遇到的部分问题,通过结合部分成功案例,提出一些具体的可行性建议,为今后企业在开展公共关系广告活动中提供一些思路和方法。
[Abstract]:At present, the competition among enterprises is becoming more and more fierce, and the products and brands in the market are seriously surplus, which results in the phenomenon of product homogenization becoming more and more serious, and consumers are in the process of selecting many homogenized products. The choice of products that can provide added value or "invisible" value at the psychological level is often based on the individual's subjective will. It is more and more difficult to achieve the expected effect by the traditional marketing means with the propaganda of product information as the main content. The function of "soft power" of culture is becoming more and more prominent, and the construction and dissemination of enterprise culture becomes the enterprise to solve the weakness of marketing. The best way to enhance the competitiveness of enterprises, enterprises began to take the dissemination of corporate culture information as the content of the communication strategy, and in the choice of corporate culture dissemination of ways and means. Enterprises usually use the form of advertising and public activities, with the help of the cultural connotation of the dissemination of enterprises or products to promote and set up the image of the enterprise. Public relations advertising, as a special type of commercial advertising, not only has the characteristics of convenient, fast, wide spread, but also has low cost. High efficiency, strong credibility and other public relations communication characteristics. Public relations advertising has become the best means for enterprises to spread their own culture. This paper starts with the basic concept and relationship between corporate culture and public relations advertising. This paper theoretically discusses the significance and function of public relations advertising in the transmission of corporate culture, and then analyzes it with the help of cases, and expounds the public relations advertisement in the external communication of enterprise culture by the method of combining theory with practice. At the same time, through the analysis and enumeration of the local enterprises in the development of public relations advertising dissemination of corporate culture, some of the problems encountered, through the combination of some successful cases. Some feasible suggestions are put forward to provide some ideas and methods for enterprises to carry out public relations advertising activities in the future.
【学位授予单位】：北京林业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F270;F713.8

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