从航运企业的角度看海事公共关系建设

发布时间：2018-08-23 13:05

【摘要】：目前，中国处于关键性的经济社会转型时期，中国海事部门正在进行着核编转制，海事部门正经历着从事业编制到公务员行政部门的转变，同时也是该部门攻坚、转型、发展、提升的关键时刻和重大战略机遇期。随着依法治国方略的实施推进，海事发展与改革进程的不断加快，社会公众民主法观念日益增强，现代高度发达的信息媒介的传播催化，舆论监督持续发展和推进，特别是互联网新媒体创新发展趋势强劲，作为国家水上安全交通的主管机关，无可回避地被推置于社会关系处理的历史前沿。由此，对海事公共关系建设的研究被推置到当前我国海事理论研究的最前端。对海事部门而言，，如何在转变角色后，成为一个服务型的政府，能否廉洁高效运转？能否在角色转变后，处理好海事部门的公共关系，这对海事来说，是一个巨大的挑战。本论文从航运企业的角度来研究海事公共关系，运用从传播学理论分析海事公共关系的公众，结合海事部门成功的公关传播案例，寻找双方共同的经验范围，分析传播过程中的反馈、评估、监测等管理环节并提出相应的公共关系传播策略。具体而言，首先从理论上界定海事公共关系的概念、基本特征、构成要素等；再借鉴港台及国外海事公共关系的经验展开分析；最后总结出适用于中国海事部门的公共关系原则与策略。具体章节内容如下：第一章绪论，介绍本文的研究背景、研究现状与意义、研究内容与方法；第二章阐述了海事公共关系的重要特征。首先对国内海事发展情况进行概述，进而对公共关系，政府公共关系及海事公共关系进行阐述，指出其新时期海事公共关系的重要特征及所面临的机遇和挑战。第三章运用公共关系及传播学的理论对海事公共关系的主、客体进行系统界定，然后再分析海事公共关系传播的过程及特点，诊断其存在的问题，并对传播过程中的问题进行剖析，指出海事公共关系公众传播活动须遵循的原则。第四章简要介绍国内外海事公共关系的经验，并结合基层海事部门公共关系实践经验，总结公共关系的处理技巧。第五章论述了我国海事公共关系构建的对策，运行的原则，并给出具体实施的建议。全文的总结。对于本文的海事宏观公共关系的研究过程进行简要总结，并对于海事公共关系微观研究前景进行展望。
[Abstract]:At present, China is in a critical period of economic and social transformation. The maritime sector of China is undergoing a nuclear restructuring and restructuring process. The maritime sector is undergoing a transformation from the establishment of the public service to the administrative department of civil servants. At the same time, it is also the department that has attacked, transformed and developed its difficulties. A critical moment and a period of major strategic opportunities for ascension. With the implementation of the strategy of governing the country according to law, the process of maritime development and reform has been accelerated, the concept of democratic law of the public has been strengthened day by day, the modern and highly developed information media has been promoted, and the supervision of public opinion has continued to develop and promote. Especially the Internet new media innovation and development trend is strong, as the national water safety traffic authorities, is inevitably pushed to the historical front of social relations processing. Therefore, the research on maritime public relations construction has been pushed to the front end of maritime theory research in China. For the maritime sector, how to become a service-oriented government after changing its role, can it operate cleanly and efficiently? Whether we can handle the public relations in the maritime sector after the change of role is a huge challenge for the maritime sector. This paper studies maritime public relations from the point of view of shipping enterprises, analyzes the public of maritime public relations from the theory of communication, combines the successful public relations cases of maritime departments, and looks for the common experience of both sides. Analyze the feedback, evaluation and monitoring in the process of communication and put forward the corresponding public relations communication strategy. In particular, firstly, it defines the concept, basic characteristics and elements of maritime public relations theoretically, and then analyzes the experiences of Hong Kong, Taiwan and foreign maritime public relations. Finally, the public relations principles and strategies applicable to China's maritime sector are summarized. The specific chapters are as follows: the first chapter introduces the research background, research status and significance, research content and methods; the second chapter describes the important characteristics of maritime public relations. Firstly, this paper summarizes the development of maritime affairs in China, then expounds the public relations, government public relations and maritime public relations, and points out the important characteristics of maritime public relations in the new period, as well as the opportunities and challenges they face. The third chapter uses the theory of public relations and communication to define the subject and object of maritime public relations systematically, then analyzes the process and characteristics of maritime public relations communication, and diagnoses its existing problems. The problems in the process of communication are analyzed, and the principles to be followed in the public communication of maritime public relations are pointed out. The fourth chapter briefly introduces the experience of maritime public relations at home and abroad, and summarizes the handling skills of public relations in combination with the practical experience of public relations in the basic maritime sector. The fifth chapter discusses the construction of maritime public relations in China, the principles of operation, and gives specific implementation suggestions. Summary of the full text. This paper briefly summarizes the research process of marine macro-public relations, and prospects the micro-research of maritime public relations.
【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】：F552;U692

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