企业公关营销研究

企业公关营销研究摘要随着科技创新的迅猛发展和商品经济的日益繁荣，市场营销形成了百家争鸣的局面。企业要想在这种极其激烈的环境中脱颖而出，提高产品的市场占有率，制定合理有效的营销计划，提高企业的营销水平就显得尤为重要。如今，公共关系作为企业管理的艺术，已经广泛应用于企业的经营活动中，特别是在企业营销过程中，广告不再是唯一的营销传播工具，甚至一些专家认为广告正在“日薄西山”。公关营销正在挑战广告传播，甚至超越广告传播，发挥其独特的传播优势。本文从公共关系的角度对企业营销策略进行了研究，并探讨了公共关系营销在企业管理和运营中的重要性和应用。关键词：公共关系，市场营销，企业形象，良性发展ABSTRACTWith the rapid development of science and technology innovation and the growingprosperity of commodity economy,marketing has formed a situation of contention of ahundred schools of thought.Enterprises want to stand out in this extremely fierceenvironment,improve the market share of products,make reasonable and effectivemarketing plans,improve the level of enterprise marketing is particularly important.Nowadays,public relations,as an art of enterprise management,has been widely used inthe business activities of enterprises,especially in the process of enterprise marketing,advertising is no longer the only marketing communication tool,and some experts eventhink that advertising is "dying out".Public relations marketing is challengingadvertising communication,even beyond advertising communication,play its uniquecommunication advantages.This thesis studies the enterprise marketing strategy fromthe Angle of public relations,and discusses the importance and application of publicrelations marketing in enterprise management and operation.Keywords:Public relations,Marketing,Corporate image,Healthy development目录摘要.ABSTRACT…第一章绪论。.11.1研究背景.11.2公关营销的相关理论1.2.1营销观念的发展历程1.2.2公关营销的应用理念的不足.2第二章企业公关营销中的基本原则和营销的优势.32.1企业营销的优势….32.1.1创造良好的企业形象.32.1.2建立良好的企业信誉.…32.1.3挽救企业危机…32.1.4低成本启动市场…32.2企业公关营销中的基本原则.42.2.1公开性原则.42.2.2信息原则..…42.2.3诚信原则.2.2.4互惠原则.5第三章公关营销失误的表现….63.1公关活动老调重弹.63.2公关仅为市场促销而设计...63.3公关为炒“名流”作秀。.63.4过度神化公关营销的作用.73.5公关不等于新闻传播.7第四章良性营销公共关系运作的途径84.1培养公关意识….84.2要协调好内部员工关系.84.3处理好外部公共关系.9结束语11谢辞….12