本文選題：公共關(guān)系 + 食品企業(yè)��； 參考：《北京林業(yè)大學(xué)》2014年碩士論文

【摘要】：近十年來,食品安全一直是國內(nèi)的“熱點(diǎn)問題”,引發(fā)社會各界的關(guān)注和重視,食品是關(guān)系到國計(jì)民生的大事,是維系人類生存的基本物質(zhì),食品質(zhì)量一旦出現(xiàn)問題,對人民身體健康和生命安全都是重大威脅。且食品質(zhì)量安全事故對食品企業(yè)本身也是個(gè)不小的打擊,國內(nèi)很多食品企業(yè)都因發(fā)生食品安全危機(jī)后一蹶不振,退出了市場競爭。引發(fā)食品安全事故的原因是多方面的,但從企業(yè)自身來講,直接反映了食品企業(yè)社會責(zé)任缺失現(xiàn)象的普遍性。作為民生基礎(chǔ)的食品行業(yè),其首要社會責(zé)任是向社會提供質(zhì)量安全的食品,滿足廣大群眾的基本需求。其次,企業(yè)作為個(gè)體存在于社會環(huán)境中,必然對社會負(fù)有一定責(zé)任。目前,我國食品企業(yè)社會責(zé)任缺失現(xiàn)象嚴(yán)重,很多企業(yè)都傾向于承擔(dān)法律規(guī)定范圍內(nèi)最底線的社會責(zé)任,缺乏承擔(dān)社會責(zé)任的主動性和自覺性。 本文立足于食品安全事故頻發(fā)這一現(xiàn)實(shí)情況,從公共關(guān)系角度探析改善國內(nèi)食品企業(yè)社會責(zé)任缺失問題。首先,通過分析食品、食品企業(yè)以及其社會責(zé)任的特殊性揭示食品企業(yè)履行社會責(zé)任的必要性和現(xiàn)實(shí)性；其次,根據(jù)對食品企業(yè)社會責(zé)任履行現(xiàn)狀的研究找出其社會責(zé)任缺失的具體原因,然后再從公共關(guān)系應(yīng)用層面探究改善社會責(zé)任缺失問題的具體措施和路徑。本文著重強(qiáng)調(diào)公共關(guān)系的“雙贏”理論,“雙贏”是公共關(guān)系活動的核心目標(biāo),是構(gòu)建企業(yè)與社會和諧發(fā)展的基礎(chǔ),也是企業(yè)履行社會責(zé)任的宗旨�，F(xiàn)代公共關(guān)系確定并強(qiáng)調(diào)企業(yè)服務(wù)公眾利益的責(zé)任,倡導(dǎo)以公眾利益為導(dǎo)向可持續(xù)發(fā)展的現(xiàn)代企業(yè)運(yùn)營方式,將社會責(zé)任融入到食品企業(yè)生產(chǎn)經(jīng)營活動的各個(gè)環(huán)節(jié),增強(qiáng)企業(yè)社會責(zé)任意識和責(zé)任感,促進(jìn)食品企業(yè)社會責(zé)任的自覺履行。公共關(guān)系學(xué)專家陳先紅教授曾說過：“社會責(zé)任是公共關(guān)系的倫理基礎(chǔ)”,助力企業(yè)履行社會責(zé)任是現(xiàn)代公共關(guān)系的價(jià)值選擇與訴求。 事實(shí)上,在企業(yè)的經(jīng)營活動中,“利己”和“利他”是兩個(gè)不可分割的目標(biāo),企業(yè)需要在這兩個(gè)因素的相互作用中發(fā)展壯大,要做到永續(xù)經(jīng)營,必須協(xié)調(diào)好這兩者之間的關(guān)系。公共關(guān)系是企業(yè)與社會共同發(fā)展的紐帶,公共關(guān)系通過培養(yǎng)企業(yè)社會責(zé)任意識、改變傳統(tǒng)的溝通方式和營銷理念,將社會責(zé)任納入食品企業(yè)經(jīng)營戰(zhàn)略中,提高食品企業(yè)承擔(dān)社會責(zé)任的自覺性,讓企業(yè)的發(fā)展與社會整體目標(biāo)價(jià)值相一致,實(shí)現(xiàn)企業(yè)與社會和諧發(fā)展。
[Abstract]:In the past decade, food safety has been a "hot issue" in China, which has aroused the attention and attention of all walks of life in the society. Food is a major event related to the national economy and the people's livelihood, and it is the basic material to maintain the survival of mankind. Once there is a problem with food quality, It is a major threat to the health and safety of the people. Food quality and safety accident is also a big blow to food enterprises, many food enterprises in China have been out of market competition because of food safety crisis. The causes of food safety accidents are various, but from the perspective of enterprises, it directly reflects the universality of food enterprises' lack of social responsibility. As the foundation of people's livelihood, the primary social responsibility of food industry is to provide quality and safety food to the society to meet the basic needs of the masses. Secondly, the enterprise as an individual exists in the social environment, must have certain responsibility to the society. At present, the lack of social responsibility of food enterprises in China is serious, many enterprises tend to assume the bottom line of social responsibility within the scope of the law, and lack the initiative and consciousness to undertake social responsibility. Based on the reality of frequent food safety accidents, this paper analyzes the problem of improving the lack of social responsibility of domestic food enterprises from the perspective of public relations. First, through the analysis of the particularity of food, food enterprises and their social responsibility, it reveals the necessity and reality of food enterprises to fulfill their social responsibility. According to the research on the status quo of food enterprises' social responsibility performance, we find out the specific reasons for the lack of social responsibility, and then explore the specific measures and ways to improve the problem of social responsibility deficiency from the public relations application level. This paper emphasizes on the "win-win" theory of public relations, which is the core goal of public relations activities, the foundation of harmonious development between enterprises and society, and the purpose of corporate social responsibility. Modern public relations define and emphasize the responsibility of enterprises to serve the public interest, advocate the modern enterprise operation mode which is guided by public interest and sustainable development, and integrate social responsibility into every link of food enterprise production and management activities. Strengthen the sense of corporate social responsibility and sense of responsibility, promote the voluntary implementation of food corporate social responsibility. Professor Chen Xianhong, an expert in public relations, once said: "Social responsibility is the ethical basis of public relations", and helping enterprises to fulfill social responsibility is the value choice and demand of modern public relations. In fact, in the business activities of enterprises, "self-interest" and "altruism" are two inseparable objectives. Enterprises need to develop and strengthen in the interaction of these two factors. In order to achieve sustainable management, we must coordinate the relationship between them. Public relations is the joint development link between enterprises and society. By cultivating the sense of corporate social responsibility, changing the traditional communication methods and marketing concepts, public relations bring social responsibility into the management strategy of food enterprises. To improve the consciousness of food enterprises to bear social responsibility, to make the development of enterprises consistent with the value of the whole social goals, and to realize the harmonious development of enterprises and society.
【學(xué)位授予單位】：北京林業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F270;F426.82

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