發(fā)布時(shí)間：2018-07-15 11:45

【摘要】： 品牌對(duì)于企業(yè)生存和發(fā)展至關(guān)重要。品牌形象在當(dāng)今市場(chǎng)上已經(jīng)成為企業(yè)不可或缺的競(jìng)爭(zhēng)利器,沒(méi)有品牌企業(yè)就無(wú)法生存。企業(yè)進(jìn)行品牌建設(shè)有很多的方式和方法,但是對(duì)于國(guó)內(nèi)物流快遞行業(yè)而言,在生存和發(fā)展中,本來(lái)就存在基礎(chǔ)薄弱,資金不足的先天性問(wèn)題,在無(wú)法進(jìn)行足夠規(guī)模的廣告投入的情況下,如何在最低成本運(yùn)作下有效完成品牌的建設(shè)是一個(gè)艱難課題,公關(guān)傳播理論則為解決這一問(wèn)題提供了非常好的途徑。 公關(guān)傳播是指的通過(guò)有控制的信息傳播與溝通活動(dòng),謀求建立有利于組織生存發(fā)展的適宜關(guān)系狀態(tài)和關(guān)系環(huán)境。公關(guān)關(guān)系理論對(duì)于提高組織的管理水平、幫助組織建立、維護(hù)和發(fā)展和諧、健康、穩(wěn)定的公眾關(guān)系,從而為組織的生存和發(fā)展創(chuàng)造不可缺少的條件是至關(guān)重要的,因此其已經(jīng)成為制定與執(zhí)行政策的重要依據(jù)和提高組織知名度與美譽(yù)度、樹(shù)立企業(yè)品牌的主要手段之一。 本文首次專門針對(duì)物流行業(yè)的品牌建設(shè)中對(duì)公關(guān)傳播理論使用的問(wèn)題進(jìn)行研究。并系統(tǒng)的研究了如何制定企業(yè)公關(guān)傳播策略,如何合理運(yùn)用公關(guān)傳播策略完成企業(yè)品牌建設(shè)目的。通過(guò)對(duì)公關(guān)傳播理論在物流企業(yè)品牌建設(shè)方面的研究,希望更多的人對(duì)中國(guó)物流行業(yè)品牌建設(shè)現(xiàn)狀有所了解,同時(shí)希望更多的物流快遞公司對(duì)公關(guān)傳播這一信息時(shí)代的品牌建設(shè)利器有所認(rèn)識(shí)并學(xué)會(huì)使用。 同時(shí)本文能夠?yàn)閲?guó)內(nèi)企業(yè)尤其是服務(wù)性企業(yè)如何通過(guò)較低的成本完成企業(yè)品牌建設(shè)探索一條行之有效的道路,為公關(guān)傳播理論在企業(yè)品牌建設(shè)行為方面的應(yīng)用作一些有益探討。
[Abstract]:Brand is very important for the survival and development of enterprises. Brand image has become an indispensable competitive weapon in today's market. There are many ways and means for enterprises to build brands, but for the domestic logistics express industry, there are inherent problems of weak foundation and insufficient funds in the survival and development of domestic logistics express industry. Under the condition that the advertisement investment is not enough, how to effectively complete the brand construction under the lowest cost is a difficult problem, and the theory of public relations communication provides a very good way to solve this problem. Public relations communication refers to the establishment of an appropriate relationship state and environment conducive to the survival and development of an organization through controlled information dissemination and communication activities. The theory of public relations is very important to improve the management level of the organization, to help the organization establish, maintain and develop harmonious, healthy and stable public relations, and thus to create indispensable conditions for the survival and development of the organization. Therefore, it has become an important basis for making and implementing policies, and one of the main means to improve the reputation and reputation of the organization and to establish the enterprise brand. For the first time, this paper focuses on the use of public relations communication theory in brand building of logistics industry. And how to formulate the enterprise public relations communication strategy and how to use the public relations communication strategy to achieve the purpose of enterprise brand construction. Through the research on the theory of public relations communication in the field of brand construction of logistics enterprises, we hope that more people will have an understanding of the current situation of brand construction in China's logistics industry. At the same time, we hope that more logistics express companies will learn to use the brand building weapon in the information age. At the same time, this paper can explore an effective way for the domestic enterprises, especially the service enterprises, to complete the brand construction through the lower cost, and make some beneficial discussion for the application of the public relations communication theory in the enterprise brand building behavior.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F274;F259.23

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本文編號(hào)：2123958