本文關(guān)鍵詞：公共關(guān)系廣告在企業(yè)文化傳播中的作用論析　出處：《北京林業(yè)大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

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【摘要】：目前,企業(yè)間的競爭日趨激烈,市場上產(chǎn)品和品牌嚴(yán)重過剩,造成產(chǎn)品同質(zhì)化現(xiàn)象日益嚴(yán)重,消費者在眾多同質(zhì)化產(chǎn)品的選擇過程中,常以個人主觀意愿選擇能夠在心理層面為其提供附加值或“隱形”價值的產(chǎn)品。因此,傳統(tǒng)的以宣傳產(chǎn)品信息為主要內(nèi)容的營銷手段越來越難達(dá)到預(yù)期效果。文化“軟實力”作用的日益突出,企業(yè)文化建設(shè)及傳播成為企業(yè)解決營銷乏力,提升企業(yè)競爭力的最佳途徑,企業(yè)開始采取以傳播企業(yè)文化信息為內(nèi)容的傳播策略。而在選擇企業(yè)文化傳播的方式與手段上,企業(yè)通常采用的是廣告及公共活動的形式,借助傳播企業(yè)或產(chǎn)品的文化內(nèi)涵達(dá)到宣傳和樹立企業(yè)形象的目的,進(jìn)而達(dá)到獲得長期的企業(yè)營銷效果的目的。公共關(guān)系廣告作為商業(yè)廣告的一種特殊類型,不僅具有廣告的方便、快捷、面廣等傳播特點,同時還具有成本低、效率高、可信度強(qiáng)等公共關(guān)系傳播特點。因此,公共關(guān)系廣告成為企業(yè)傳播自身文化的最佳手段。本文主要從企業(yè)文化與公共關(guān)系廣告的基本概念及其關(guān)系入手,從理論上探討公共關(guān)系廣告對企業(yè)文化傳的傳播意義與作用,然后借助案例加以分析,運用理論結(jié)合實際的方法來闡述公共關(guān)系廣告在企業(yè)文化的對外傳播中,所展現(xiàn)出的不可替代作用。同時,本文還通過分析和列舉了我國本土企業(yè)在開展公共關(guān)系廣告?zhèn)鞑テ髽I(yè)文化時,所遇到的部分問題,通過結(jié)合部分成功案例,提出一些具體的可行性建議,為今后企業(yè)在開展公共關(guān)系廣告活動中提供一些思路和方法。
[Abstract]:At present, the competition among enterprises is becoming more and more fierce, and the products and brands in the market are seriously surplus, which results in the phenomenon of product homogenization becoming more and more serious, and consumers are in the process of selecting many homogenized products. The choice of products that can provide added value or "invisible" value at the psychological level is often based on the individual's subjective will. It is more and more difficult to achieve the expected effect by the traditional marketing means with the propaganda of product information as the main content. The function of "soft power" of culture is becoming more and more prominent, and the construction and dissemination of enterprise culture becomes the enterprise to solve the weakness of marketing. The best way to enhance the competitiveness of enterprises, enterprises began to take the dissemination of corporate culture information as the content of the communication strategy, and in the choice of corporate culture dissemination of ways and means. Enterprises usually use the form of advertising and public activities, with the help of the cultural connotation of the dissemination of enterprises or products to promote and set up the image of the enterprise. Public relations advertising, as a special type of commercial advertising, not only has the characteristics of convenient, fast, wide spread, but also has low cost. High efficiency, strong credibility and other public relations communication characteristics. Public relations advertising has become the best means for enterprises to spread their own culture. This paper starts with the basic concept and relationship between corporate culture and public relations advertising. This paper theoretically discusses the significance and function of public relations advertising in the transmission of corporate culture, and then analyzes it with the help of cases, and expounds the public relations advertisement in the external communication of enterprise culture by the method of combining theory with practice. At the same time, through the analysis and enumeration of the local enterprises in the development of public relations advertising dissemination of corporate culture, some of the problems encountered, through the combination of some successful cases. Some feasible suggestions are put forward to provide some ideas and methods for enterprises to carry out public relations advertising activities in the future.
【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】：2015
【分類號】：F270;F713.8

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本文編號：1431055