本文關(guān)鍵詞： 高校品牌 公關(guān)傳播模式 品牌維護(hù) 危機(jī)公關(guān) 活動(dòng)公關(guān) 世博公關(guān)　出處：《上海外國(guó)語(yǔ)大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：當(dāng)今世界各國(guó)的競(jìng)爭(zhēng)是綜合國(guó)力的競(jìng)爭(zhēng)。進(jìn)入新世紀(jì)以來(lái)，中國(guó)在國(guó)家間的競(jìng)爭(zhēng)中逐漸脫穎而出，正在引領(lǐng)世界走向新的中國(guó)時(shí)代�；赝麃�(lái)時(shí)路，作為綜合國(guó)力外在表現(xiàn)形式的硬實(shí)力，，經(jīng)過(guò)三十多年的改革開(kāi)放之路取得了有目共睹的輝煌成就。如果說(shuō)硬實(shí)力是有形的載體，那么軟實(shí)力則是無(wú)形的延伸。肩負(fù)著人才培養(yǎng)、科技創(chuàng)新和服務(wù)社會(huì)三大責(zé)任的高等學(xué)校，是國(guó)家軟實(shí)力的重要組成部分，與此同時(shí)，高等學(xué)校生產(chǎn)的文化、科技、人才在知識(shí)經(jīng)濟(jì)的當(dāng)代又推動(dòng)著硬實(shí)力的發(fā)展。中國(guó)高等學(xué)校的品牌化和中國(guó)高等教育的品牌是國(guó)家軟實(shí)力的整合提升,而強(qiáng)盛的軟實(shí)力，恰是一種硬形象。中國(guó)高等教育的品牌化道路，從局部到整體，從國(guó)內(nèi)到國(guó)外，不僅將提升國(guó)內(nèi)高校的表現(xiàn)力，也將使的中國(guó)的軟實(shí)力在世界舞臺(tái)上得到展示。 中國(guó)高校的品牌建設(shè)，已經(jīng)有了十多年的歷史。許多高校自身已經(jīng)建立起健全的品牌體系，高校之間不斷出現(xiàn)的聯(lián)盟也在整體提升著彼此間的品牌形象。然而，僅僅建立一套相對(duì)比較完備的高校品牌形象，卻沒(méi)有進(jìn)行主動(dòng)的品牌傳播就是品牌化的缺陷所在。本文將從公共關(guān)系傳播作為切入點(diǎn)，探索高校品牌傳播之路，從而完善高等學(xué)校品牌化之路。 本文的創(chuàng)新點(diǎn)之處在于從公關(guān)四種傳播模式入手，并在品牌維護(hù)、突發(fā)危機(jī)、重大活動(dòng)三種傳播環(huán)境中，從品牌的廣度和深度上進(jìn)行了探討，力求打造出考慮到品牌梯度、品牌特色的差異以及不同時(shí)期品牌傳播的需求強(qiáng)度不同，建立一種包括目標(biāo)的層次梯度、主體的參與梯度、渠道的選擇梯度、效果的反應(yīng)梯度的公關(guān)模式整合。另外本文的公關(guān)傳播充分考慮了新媒體平臺(tái)的特色，對(duì)已有的應(yīng)對(duì)方式進(jìn)行了擴(kuò)展延伸。
[Abstract]:The competition of all countries in the world today is the competition of comprehensive national strength. Since entering the new century, China has gradually stood out in the competition among countries and is leading the world to a new Chinese era. As an external manifestation of comprehensive national strength, the hard power, after more than 30 years of reform and opening up, has made remarkable achievements. If hard power is a tangible carrier, then soft power is an invisible extension. Institutions of higher learning with three major responsibilities of scientific and technological innovation and service to society are an important part of national soft power, and at the same time, the culture, science and technology produced by colleges and universities, Talent promotes the development of hard power in the contemporary knowledge economy. The brand of Chinese higher education and the brand of Chinese higher education are the integration and promotion of national soft power, and the strong soft power. The brand road of Chinese higher education, from part to whole, from home to abroad, will not only enhance the expressiveness of domestic colleges and universities, but also make the soft power of China displayed on the world stage. The brand construction of Chinese colleges and universities has a history of more than 10 years. Many colleges and universities have established a sound brand system, and the alliance between them is also improving the brand image of each other as a whole. Only establishing a relatively complete brand image of colleges and universities, but not taking the initiative of brand communication is the defect of brand branding. This paper will explore the road of brand communication in colleges and universities from the point of view of public relations communication. So as to perfect the road of brand in colleges and universities. The innovation of this paper is to start with four communication modes of public relations, and in the three communication environments of brand maintenance, sudden crisis and major activities, discuss the breadth and depth of the brand, and strive to create a brand gradient. The differences of brand characteristics and the different demand intensity of brand communication in different periods establish a gradients including the level gradient of the target, the participation gradient of the main body, the selection gradient of the channel. In addition, the public relations communication of this paper fully considers the characteristics of the new media platform, and extends the existing response mode.
【學(xué)位授予單位】：上海外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：G647;G206

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本文編號(hào)：1495581