本文關(guān)鍵詞：NSF公關(guān)公司發(fā)展戰(zhàn)略研究　出處：《北方工業(yè)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：中國的公共關(guān)系(簡稱公關(guān))行業(yè)經(jīng)過30年的發(fā)展已經(jīng)躍升成為繼美國之后全球第二大公關(guān)市場。公關(guān)行業(yè)經(jīng)歷了約10年的快速增長之后,近5年發(fā)展速度趨緩,并日益成熟。政府大力整治貪腐和調(diào)控相關(guān)產(chǎn)業(yè)等措施,使處于經(jīng)濟(jì)發(fā)展新常態(tài)之中的公關(guān)行業(yè)整體盈利能力下降,進(jìn)而導(dǎo)致行業(yè)競爭加劇。 NSF公關(guān)公司是在當(dāng)下競爭環(huán)境中面臨較大生存壓力的代表之一,雖然公司有約15年的發(fā)展歷史,且在奧運(yùn)會、世博會等展覽業(yè)務(wù)方面小有成績。但是隨著國內(nèi)經(jīng)濟(jì)環(huán)境的變化,NSF公司原來成功征戰(zhàn)的業(yè)務(wù)領(lǐng)域發(fā)生重大變化,公司業(yè)務(wù)領(lǐng)域和管理水平同時也沒有跟上時代的發(fā)展,因此出現(xiàn)經(jīng)營困難的局面。 本文全面梳理NSF公司發(fā)展歷程以及未來發(fā)展趨勢,運(yùn)用PEST分析、波特五力分析、SWOT分析等戰(zhàn)略分析工具,對NSF公司在公關(guān)和傳媒領(lǐng)域企業(yè)戰(zhàn)略進(jìn)行詳盡的分析,提出大整合傳播之下的內(nèi)容營銷模式,以體育營銷和影視娛樂營銷為主,以電視廣告和傳統(tǒng)公關(guān)為輔的形式,挖掘公司在大傳播業(yè)務(wù)領(lǐng)域的機(jī)會,以及公司和客戶的生存模式的對應(yīng)策略。 NSF公關(guān)公司如何生存發(fā)展是當(dāng)前國內(nèi)眾多公關(guān)公司發(fā)展瓶頸的典型代表,對國內(nèi)公關(guān)公司乃至傳統(tǒng)傳媒公司來說,NSF公關(guān)公司的企業(yè)戰(zhàn)略能為國內(nèi)相類公司再發(fā)展戰(zhàn)略提供一個參考。探究NSF公司的企業(yè)戰(zhàn)略,具有較為現(xiàn)實(shí)的意義。
[Abstract]:After 30 years of development, China's public relations industry has leapt to become the second largest public relations market in the world after the United States. The public relations industry has experienced a rapid growth for about 10 years. In the past five years, the speed of development has slowed down, and the government is increasingly mature. The government has made great efforts to control corruption and related industries, so that the overall profitability of the public relations industry, which is in the new normal of economic development, has been reduced. This will lead to intensified competition in the industry. NSF PR Company is one of the representatives who are facing the pressure of survival in the current competitive environment, although the company has a history of about 15 years, and in the Olympic Games. Expo and other exhibition business has made little achievements. But with the changes in the domestic economic environment, NSF has been successful in the original business areas have undergone major changes. The business field and management level of the company also did not keep up with the development of the times, so there is a difficult situation. This article comprehensively combs the NSF company's development history and the future development trend, uses the PEST analysis, the Porter five forces analysis and so on the strategic analysis tool and so on SWOT analysis tool. This paper makes a detailed analysis of the corporate strategy of NSF in the field of public relations and media, and puts forward the content marketing model under the great integration and communication, which mainly consists of sports marketing and film and television entertainment marketing. In the form of television advertising and traditional public relations, the paper explores the opportunities of the company in the field of mass communication, and the corresponding strategies of the survival mode between the company and the customer. How to survive and develop NSF public relations company is a typical representative of the bottleneck of the development of many public relations companies in China, for domestic public relations companies and even traditional media companies. The enterprise strategy of NSF public relations company can provide a reference for the domestic similar company to develop the strategy. It is of practical significance to explore the enterprise strategy of NSF company.
【學(xué)位授予單位】：北方工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F272

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本文編號：1417431