在华跨国企业非伦理公关行为研究

发布时间：2018-12-29 08:06

【摘要】：20世纪90年代后,跨国企业大量进入我国,并很快在中国市场占得一席之地。其快速成功的原因除了拥有先进的技术和雄厚的经济资本等硬实力外,还因为其成熟的公关运作能力。公共关系作为一种软实力,为其在中国市场快速发展营造了一个良好的环境。但近些年,在华跨国企业贿赂事件、双重标准事件、产品质量安全问题事件等频频出现在中国各大媒体头条,在这些事件背后,很多都隐藏着跨国企业非伦理公关操作行为,如隐瞒事实真相,逃避责任;贿赂政府官员或重要利益相关者;发布虚假信息,欺骗消费者;欺压利益相关者等。本文以在华跨国企业非伦理公关行为为研究主题,结合管理学、经济学、公共关系学和社会学相关理论,采用文献分析法和内容分析法对在华跨国企业非伦理公关行为进行了探究。本文对2003年至2015年十二年中被媒体广泛报道的在华跨国企业非伦理公关事件进行统计和归纳,发现在华跨国企业非伦理公关行为一共存在7种表现形态,分别为:1.隐瞒事实真相,逃避责任;2.双重标准(或违反中国标准);3.不尊重中国(或中国文化);4.发布虚假产品信息,欺骗中国消费者;5.欺压利益相关者,损害其利益;6.贿赂;7.对消费者缺少人性关怀。接着,在相关理论研究基础上对在华跨国企业非伦理公关行为产生的主要和次要原因进行了推理分析,发现在华跨国企业非伦理公关行为产生的主要原因为“利义”冲突中企业趋利避义,次要原因为东道国与母国差异,这种差异主要包括标准差异和文化差异两方面。然后,基于在华跨国企业非伦理公关行为产生的主要和次要原因,本文创造性地提出了跨国企业公关行为伦理分析框架,并以此框架为基础对在华跨国企业非伦理公关行为七种表现形态进行了验证性分析。最后,针对在华跨国企业非伦理公关行为产生的主要和次要原因,对如何防止在华跨国企业非伦理公关行为的产生,提出了解决对策。
[Abstract]:After the 1990's, multinational enterprises entered China in large numbers and quickly gained a place in the Chinese market. The reason for its rapid success is not only its advanced technology and strong economic capital, but also its mature public relations operation ability. As a kind of soft power, public relations has created a good environment for its rapid development in Chinese market. However, in recent years, bribery incidents, double standards incidents, product quality and safety issues in multinational enterprises in China have frequently appeared in the headlines of various major media in China. Behind these incidents, many multinational enterprises have hidden non-ethical public relations operations. Such as concealing the truth, shirking responsibility; Bribe government officials or key stakeholders; publish false information, deceive consumers, bully stakeholders, etc. This paper focuses on the non-ethical public relations behavior of multinational enterprises in China, combining the theories of management, economics, public relations and sociology. This paper explores the non-ethical public relations behavior of multinational enterprises in China by means of literature analysis and content analysis. This paper makes a statistical analysis of the non-ethical public relations events of multinational enterprises in China, which were widely reported by the media from 2003 to 2015, and finds that there are seven forms of non-ethical public relations behaviors in China, which are as follows: 1. Hide the truth and avoid responsibility; Double standards (or violation of Chinese standards); 3. Disrespect for China (or Chinese culture); Publish false product information, cheat Chinese consumer; 5. Bully stakeholders, harm their interests; 6. A bribe; a bribe. Lack of human care for consumers. Then, on the basis of relevant theoretical research, the main and secondary causes of non-ethical public relations behavior of multinational enterprises in China are analyzed. It is found that the main reasons for the non-ethical public relations behavior of multinational enterprises in China are the "benefit" conflict, the secondary reason is the difference between the host country and the home country, the difference mainly includes standard difference and cultural difference. Then, based on the main and secondary causes of non-ethical public relations behavior of multinational enterprises in China, this paper creatively puts forward the ethical analysis framework of public relations behavior of multinational enterprises. On the basis of this framework, seven forms of non-ethical public relations behavior of multinational enterprises in China are analyzed. Finally, in view of the main and secondary causes of the non-ethical public relations behavior of multinational enterprises in China, the countermeasures are put forward to prevent the non-ethical public relations behavior of multinational enterprises in China.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：C912.3;F276.7

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