本文選題：汽車行業(yè) + 公關(guān)營銷　； 參考：《南京大學(xué)》2014年碩士論文

【摘要】：隨著企業(yè)的市場份額不斷擴(kuò)大,企業(yè)公關(guān)營銷變得愈發(fā)重要。相對于傳統(tǒng)營銷,公關(guān)營銷強(qiáng)調(diào)管理企業(yè)所面臨的的外部環(huán)境,如政治、法律、經(jīng)濟(jì)、人文、地理等環(huán)境因素,在獲得市場的同時,應(yīng)該考慮政府、媒體、業(yè)界團(tuán)體的態(tài)度和認(rèn)知,通過維護(hù)良好的政府、媒體關(guān)系,保證企業(yè)獲得有力的政策支持和良好的企業(yè)形象,從而建立具有影響力的品牌。上世紀(jì)70年代末中國改革開放以來,外資企業(yè)在中國的投資一直飛速發(fā)展,中國加入WTO以后,外資企業(yè)已延伸到中國經(jīng)濟(jì)的各個領(lǐng)域。面對目前世界第二大世界經(jīng)濟(jì)體的中國,外資企業(yè)如何在中國平穩(wěn)發(fā)展,保證持久安定的投資和經(jīng)營環(huán)境變得愈發(fā)重要。20世紀(jì)80年代以后,除傳統(tǒng)營銷理論之外,公關(guān)營銷的理念也逐漸受到國際大型企業(yè)的重視,并成為促進(jìn)企業(yè)安定發(fā)展、促進(jìn)產(chǎn)品銷售的重要工作。N企業(yè)是日本大型汽車企業(yè)在華子公司,具備投資、制造、銷售等職能,在競爭日趨激烈的汽車行業(yè),為提升品牌形象并保證在華項(xiàng)目的平穩(wěn)運(yùn)營,N企業(yè)需要克服自身公關(guān)營銷方面的劣勢,并抓住中國大力發(fā)展節(jié)能與新能源車的政策趨勢,大力發(fā)展企業(yè)自身的混合動力技術(shù)汽車。為了增加政府政策支持和公眾對混合動力汽車技術(shù)的理解,政府、媒體公關(guān)營銷手段的強(qiáng)化就成了當(dāng)務(wù)之急。N企業(yè)在構(gòu)建公關(guān)營銷體系的過程中,遇到了包括組織架構(gòu)、政府公關(guān)營銷、媒體公關(guān)營銷、社會責(zé)任公關(guān)營銷在內(nèi)的諸多問題,需要用清晰的思路進(jìn)行診斷并提出整體解決方案。公關(guān)營銷工作者需要具有企業(yè)戰(zhàn)略思維、宏觀經(jīng)濟(jì)知識、熟悉當(dāng)代熱點(diǎn)話題、良好的溝通能力等基本素質(zhì)。本論文也從這些方面著手,試圖從全局著眼,并提供包括組織架構(gòu)調(diào)整、政府公關(guān)策略優(yōu)化、媒體公關(guān)策略優(yōu)化、社會責(zé)任公關(guān)營銷在內(nèi)的全面的可操作性解決方案。本論文方案實(shí)施完成后取得了預(yù)期效果,從數(shù)據(jù)來看,企業(yè)高層與政府高層會見次數(shù)與往年相比明顯增多,媒體對N企業(yè)及混合動力技術(shù)的正面報道也成倍增加,具備較強(qiáng)的實(shí)踐意義。在公關(guān)營銷領(lǐng)域,中國企業(yè)無論在意識觀念、理論知識還是在實(shí)踐經(jīng)驗(yàn)上仍落后于發(fā)達(dá)國家的諸多跨國公司,因此,本文對于中國企業(yè)走出國外,如何與當(dāng)?shù)卣�、媒體涉外溝通等方面,具有一定的借鑒作用。
[Abstract]:With the increasing market share of enterprises, public relations marketing becomes more and more important. Compared with traditional marketing, public relations marketing emphasizes the external environment of managing enterprises, such as politics, law, economy, humanities, geography and other environmental factors. In obtaining the market, the government and media should be considered. The attitude and cognition of industry groups, through maintaining good government and media relations, ensure that enterprises get strong policy support and good corporate image, thus establishing influential brands. Since China's reform and opening up in the late 1970s, the investment of foreign-funded enterprises in China has been developing rapidly. After China's entry into WTO, foreign-funded enterprises have extended to all fields of China's economy. Facing China, which is currently the second largest world economy in the world, how to ensure the steady development of foreign-funded enterprises in China and ensure a lasting and stable investment and business environment has become increasingly important since the 1980s, in addition to traditional marketing theories. The concept of public relations marketing has gradually been attached importance to by large international enterprises, and has become an important work for promoting the stable development of enterprises and promoting product sales. Enterprise N is a subsidiary of large Japanese automobile enterprises in China. It has the functions of investment, manufacture, sales, etc. In the increasingly competitive automobile industry, in order to improve the brand image and ensure the smooth operation of projects in China, enterprises need to overcome their own weaknesses in public relations marketing, and seize the policy trend of vigorously developing energy-saving and new energy vehicles in China. Vigorously develop their own hybrid technology vehicles. In order to increase government policy support and the public's understanding of hybrid vehicle technology, the reinforcement of government and media public relations marketing means has become a top priority. In the process of building a public relations marketing system, N enterprises have encountered organizational structure. Many problems, such as government public relations marketing, media public relations marketing and social responsibility public relations marketing, need to be diagnosed with clear ideas and put forward the overall solution. Public relations marketing workers need to have strategic thinking, macroeconomic knowledge, familiar with contemporary hot topics, good communication skills and other basic qualities. From these aspects, this paper attempts to focus on the overall situation, and provides a comprehensive operational solution, including organizational structure adjustment, government public relations strategy optimization, media public relations strategy optimization, social responsibility public relations marketing and other comprehensive operational solutions, including organizational structure adjustment, government public relations strategy optimization, media public relations strategy optimization, and social responsibility public relations marketing. After the implementation of this paper, the expected results have been achieved. From the data point of view, the number of high-level and high-level government meetings has increased significantly compared with previous years, and the positive media coverage of N enterprises and hybrid power technology has increased exponentially. It has strong practical significance. In the field of public relations marketing, Chinese enterprises are still lagging behind many multinational companies in developed countries in terms of consciousness, theoretical knowledge and practical experience. Therefore, this paper discusses how Chinese enterprises go abroad and how to deal with local governments. The media foreign-related communication and other aspects, has certain reference function.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F416.471;F274

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