摘要企业公共关系是在具体的以盈利为目的的社会组织开展的公共关系,其主体是企业,在企业与社会公众的沟通中起润滑作用,网络发展迅猛,在自媒体时代,企业迫切的想要有一座能通往世界市场的桥梁,能使企业以更好的形象走进消费者心里,因此公共关系的巨大价值和作用就被整个企业关注到,并得到重视。本篇文章从公共关系在企业遇危机时公关在管理中发挥的作用,可口可乐的危机公共关系的开展,我国企业在公关活动中存在的问题以及我国企业在公共关系中的运用策略的角度来对本课题进行探讨研究,总结优秀企业的危机公关应对的经验,使我国企业从中得到启发并将其运用到自己企业公关活动中,从而提高企业知名度和美誉度,让中国企业更好地走向世界,在公关活动磨练中创立世界级百年品牌!52839
毕业论文关键词:可口可乐;企业公共关系研究;危机公关;运用策略
Research on Corporate Public Relations
Abstract Corporate public relations in particular for-profit social organizations to carry out public relations, which is the main business, a lubricant in corporate and public communications, the network is developing rapidly, the self-media age, companies urgently want there can be a bridge to the world market, enables companies to better image into the consumer mind, so the great value and role of public relations was concerned about the whole enterprise, and attention. This article from a public relations role of business in case of crisis public relations play in the management, carry out the Coca-Cola crisis public relations, Chinese enterprises in the public relations activities of the existing problems and the angle in Public Relations Strategies in Chinese enterprises to present explore research topics, lessons of good corporate public relations crisis response, so that our enterprises to be inspired and to use their own corporate public relations activities in order to enhance their visibility and reputation, so Chinese enterprises to better the world, in honed public relations activities in the creation of world-class centuries brand!
Key Words: Coca-Cola;Research on corporate public relations ;Crisis public relations;pragmatic strategy
目 录
摘 要 I
Abstract II
目 录 III
一 绪论 1
(一)研究目的和研究意义 1
(二)课题研究现状 1
(三)论文的研究方法 2
二 公共关系概述 2
(一)企业公关关系内涵 2
(二)公共关系的构成要素 2
(三)公共关系的基本特征及基本原则 2
(四)公共关系在企业管理中的发挥作用 3
三 可口可乐公司危机公关分析 5
(一)可口可乐公司简介 5
(二)可口可乐危机公关 5
四 我国企业在公关活动中存在的问题 8
(一)缺乏社会责任感,在调查活动展开前推卸责任 8
(二)缺乏公关意识,公关管理模式不成熟 8
(三)公关情感投入不足 9
(四)内外部信息沟通不畅