公共關(guān)系在中國企業(yè)品牌國際化中的運用
發(fā)布時間：2018-11-15 19:56
【摘要】： 品牌國際化是世界經(jīng)濟全球化大背景下的產(chǎn)物。進入21世紀(jì)以來,世界經(jīng)濟呈現(xiàn)出市場國際化、企業(yè)跨國化、資本多國化和競爭白熾化的態(tài)勢,品牌國際化成為了一個企業(yè)乃至一個國家的重要發(fā)展戰(zhàn)略。一個企業(yè)擁有國際品牌,既表明其經(jīng)濟實力和市場地位,也反映其持續(xù)發(fā)展力的大小;而一個國家是否擁有或擁有多少國際品牌,既是衡量其經(jīng)濟發(fā)展水平的重要標(biāo)志,也反映著國家的綜合經(jīng)濟實力和綜合國力。推動中國品牌的國際化,增大其國際市場適應(yīng)力和影響力,是大大提高品牌價值、無形資產(chǎn)和國家經(jīng)濟影響力的現(xiàn)實選擇。 企業(yè)品牌國際化不同于國內(nèi)的品牌建設(shè)。由于國與國之間民族文化、政治、社會經(jīng)濟結(jié)構(gòu)等方面的差異,相比國內(nèi)市場的品牌建設(shè),國際市場更加復(fù)雜,商業(yè)風(fēng)險也更大,不確定性因素更多,容易形成跨文化沖突。然而,公共關(guān)系在這方面的研究卻想當(dāng)?shù)膮T乏。因此,研究公共關(guān)系在中國企業(yè)品牌國際化中的運用,通過對公共關(guān)系客體的研究,分析客體的特性和利益取向,以實現(xiàn)“知己知彼”,從而在品牌國際化不同階段綜合運用各種公關(guān)方法和公關(guān)媒介,制定符合國際社會公眾預(yù)期的公關(guān)策略,有助于中國企業(yè)在品牌國際化過程中少走彎路。這也是筆者選擇這個題目作為碩士畢業(yè)論文的意義所在。 在文中,筆者首先對國內(nèi)外相關(guān)研究進行了綜述,之后在總結(jié)和借鑒前人研究成果的基礎(chǔ)上,主要運用公共關(guān)系理論、傳播學(xué)理論、跨文化溝通理論、關(guān)系管理理論,通過進一步創(chuàng)新,建立了品牌國際化的公共關(guān)系戰(zhàn)略和策略模型。在戰(zhàn)略和策略模型的指導(dǎo)下,針對品牌國際化不同階段,具體分析了相應(yīng)的公共關(guān)系策略,最后以案例的形式剖析了日本豐田汽車的成功品牌公關(guān)之路,用以驗證本文提出的公共關(guān)系模型。通過這些分析,不僅彌補了學(xué)術(shù)界對這一領(lǐng)域研究的不足,拓展了公共關(guān)系的應(yīng)用范圍,豐富了品牌學(xué)理論,更能為中國企業(yè)品牌國際化提供實用參考。
[Abstract]:Brand internationalization is the product of the globalization of the world economy. Since the beginning of the 21st century, the world economy has presented a trend of market internationalization, transnational enterprise, multi-national capital and incandescent competition. Brand internationalization has become an important development strategy for an enterprise or even a country. An enterprise has an international brand, which not only shows its economic strength and market position, but also reflects the size of its sustainable development. Whether a country owns or owns how many international brands is not only an important symbol to measure its economic development level, but also reflects the country's comprehensive economic strength and comprehensive national strength. Promoting the internationalization of Chinese brands and increasing their adaptability and influence in the international market are the realistic choices to greatly improve the brand value, intangible assets and national economic influence. Brand internationalization is different from domestic brand construction. Because of the differences in national culture, politics, social and economic structure between countries, the international market is more complex, the commercial risk is greater, the uncertainty is more than the domestic market, and it is easy to form cross-cultural conflicts. However, the public relations in this area of research but want to be a lack. Therefore, to study the application of public relations in the internationalization of Chinese enterprises' brand, through the study of the object of public relations, to analyze the characteristics and interest orientation of the object, in order to realize "know oneself and know the enemy". Therefore, it is helpful for Chinese enterprises to take less detours in the process of brand internationalization by synthetically using various public relations methods and media in different stages of brand internationalization and formulating public relations strategies in line with the expectations of the international public. This is also the significance of the author's choice of this topic as a master thesis. In this paper, the author first summarizes the relevant studies at home and abroad, and then on the basis of summarizing and drawing on the previous research results, the main use of public relations theory, communication theory, cross-cultural communication theory, relationship management theory, Through further innovation, the public relations strategy and strategy model of brand internationalization is established. Under the guidance of strategy and strategy model, according to different stages of brand internationalization, the corresponding public relations strategy is analyzed in detail. Finally, the successful brand public relations of Toyota Motor in Japan is analyzed in the form of a case study. To verify the proposed public relations model. These analyses not only make up for the lack of academic research in this field, expand the scope of application of public relations, enrich the theory of brand science, but also provide a practical reference for the internationalization of Chinese enterprises brand.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2
本文編號：2334295
[Abstract]:Brand internationalization is the product of the globalization of the world economy. Since the beginning of the 21st century, the world economy has presented a trend of market internationalization, transnational enterprise, multi-national capital and incandescent competition. Brand internationalization has become an important development strategy for an enterprise or even a country. An enterprise has an international brand, which not only shows its economic strength and market position, but also reflects the size of its sustainable development. Whether a country owns or owns how many international brands is not only an important symbol to measure its economic development level, but also reflects the country's comprehensive economic strength and comprehensive national strength. Promoting the internationalization of Chinese brands and increasing their adaptability and influence in the international market are the realistic choices to greatly improve the brand value, intangible assets and national economic influence. Brand internationalization is different from domestic brand construction. Because of the differences in national culture, politics, social and economic structure between countries, the international market is more complex, the commercial risk is greater, the uncertainty is more than the domestic market, and it is easy to form cross-cultural conflicts. However, the public relations in this area of research but want to be a lack. Therefore, to study the application of public relations in the internationalization of Chinese enterprises' brand, through the study of the object of public relations, to analyze the characteristics and interest orientation of the object, in order to realize "know oneself and know the enemy". Therefore, it is helpful for Chinese enterprises to take less detours in the process of brand internationalization by synthetically using various public relations methods and media in different stages of brand internationalization and formulating public relations strategies in line with the expectations of the international public. This is also the significance of the author's choice of this topic as a master thesis. In this paper, the author first summarizes the relevant studies at home and abroad, and then on the basis of summarizing and drawing on the previous research results, the main use of public relations theory, communication theory, cross-cultural communication theory, relationship management theory, Through further innovation, the public relations strategy and strategy model of brand internationalization is established. Under the guidance of strategy and strategy model, according to different stages of brand internationalization, the corresponding public relations strategy is analyzed in detail. Finally, the successful brand public relations of Toyota Motor in Japan is analyzed in the form of a case study. To verify the proposed public relations model. These analyses not only make up for the lack of academic research in this field, expand the scope of application of public relations, enrich the theory of brand science, but also provide a practical reference for the internationalization of Chinese enterprises brand.
【學(xué)位授予單位】：上海外國語大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2
【引證文獻】
相關(guān)期刊論文 前1條
1 李曉亮;;湖南工程機械企業(yè)品牌國際化公關(guān)策略研究[J];特區(qū)經(jīng)濟;2012年11期
，本文編號：2334295
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