本文關(guān)鍵詞： 品牌場(chǎng)域 企業(yè)公關(guān) 非倫理行為　出處：《現(xiàn)代傳播(中國(guó)傳媒大學(xué)學(xué)報(bào))》2017年05期 　論文類型：期刊論文

【摘要】：企業(yè)非倫理公關(guān)是指企業(yè)在開(kāi)展公共關(guān)系活動(dòng)的過(guò)程中,違背其與利益相關(guān)者關(guān)系的善惡價(jià)值取向以及應(yīng)遵循的行為規(guī)則,而表現(xiàn)出的一種集體失范行為,包含三個(gè)基本的判斷標(biāo)準(zhǔn):與事實(shí)真相相背、與道德標(biāo)準(zhǔn)相背、與利益相關(guān)者關(guān)系相悖。非倫理公關(guān)行為的發(fā)生,一方面是公關(guān)主體自身的失控;另一方面也是社會(huì)環(huán)境的影響和縱容。如果處理不當(dāng)就會(huì)導(dǎo)致品牌危機(jī)的發(fā)生,損害品牌的形象與聲譽(yù),甚至影響社會(huì)的健康發(fā)展。本文從品牌場(chǎng)域視角分析企業(yè)非倫理公關(guān)行為的產(chǎn)生機(jī)理和行為表現(xiàn),從意識(shí)、途徑、手段三個(gè)方面提出了治理企業(yè)非倫理公關(guān)行為的措施。
[Abstract]:Enterprise non-ethical public relations refers to the enterprise in the process of public relations activities, against its relationship with stakeholders and the value of good and evil orientation and should follow the rules of conduct, and show a collective anomie behavior. There are three basic criteria: contrary to the truth, contrary to the moral standard, contrary to the stakeholder relationship. The occurrence of non-ethical public relations behavior, on the one hand, the public relations subject itself out of control; On the other hand, it is the influence and connivance of the social environment. If not handled properly, it will lead to the occurrence of brand crisis and damage the image and reputation of the brand. Even affect the healthy development of society. This paper analyzes the mechanism and behavior of non-ethical public relations behavior from the perspective of brand field, from the perspective of consciousness and approach. This paper puts forward the measures to govern the non-ethical public relations behavior of enterprises in three aspects.
【作者單位】： 華中科技大學(xué)新聞與信息傳播學(xué)院;
【基金】：國(guó)家社會(huì)科學(xué)基金青年項(xiàng)目“多市場(chǎng)接觸視角下企業(yè)間公關(guān)非倫理行為的互動(dòng)機(jī)理及治理對(duì)策研究”(項(xiàng)目編號(hào):11CGL010) 中央高�；究蒲袠I(yè)務(wù)費(fèi)專項(xiàng)資金資助項(xiàng)目(項(xiàng)目編號(hào):2016AC048)的研究成果
【分類號(hào)】：C912.3
【正文快照】： 隨著現(xiàn)代企業(yè)經(jīng)營(yíng)環(huán)境不確定因素的增長(zhǎng),由于信息的非對(duì)稱分布,企業(yè)與企業(yè)之間競(jìng)爭(zhēng)的邊界已經(jīng)從過(guò)去單純的“市場(chǎng)領(lǐng)域”擴(kuò)展到了多元的“品牌場(chǎng)域”中。競(jìng)爭(zhēng)互動(dòng)導(dǎo)致的非倫理公關(guān)行為已經(jīng)相當(dāng)普遍,比如已經(jīng)發(fā)生的餓了么“黑商戶”風(fēng)波、百度“魏則西”事件、三星“NOTE手機(jī)爆，

本文編號(hào)：1481246