【摘要】：目前，中國(guó)處于關(guān)鍵性的經(jīng)濟(jì)社會(huì)轉(zhuǎn)型時(shí)期，中國(guó)海事部門(mén)正在進(jìn)行著核編轉(zhuǎn)制，海事部門(mén)正經(jīng)歷著從事業(yè)編制到公務(wù)員行政部門(mén)的轉(zhuǎn)變，同時(shí)也是該部門(mén)攻堅(jiān)、轉(zhuǎn)型、發(fā)展、提升的關(guān)鍵時(shí)刻和重大戰(zhàn)略機(jī)遇期。隨著依法治國(guó)方略的實(shí)施推進(jìn)，海事發(fā)展與改革進(jìn)程的不斷加快，社會(huì)公眾民主法觀念日益增強(qiáng)，現(xiàn)代高度發(fā)達(dá)的信息媒介的傳播催化，輿論監(jiān)督持續(xù)發(fā)展和推進(jìn)，特別是互聯(lián)網(wǎng)新媒體創(chuàng)新發(fā)展趨勢(shì)強(qiáng)勁，作為國(guó)家水上安全交通的主管機(jī)關(guān)，無(wú)可回避地被推置于社會(huì)關(guān)系處理的歷史前沿。由此，對(duì)海事公共關(guān)系建設(shè)的研究被推置到當(dāng)前我國(guó)海事理論研究的最前端。對(duì)海事部門(mén)而言，，如何在轉(zhuǎn)變角色后，成為一個(gè)服務(wù)型的政府，能否廉潔高效運(yùn)轉(zhuǎn)？能否在角色轉(zhuǎn)變后，處理好海事部門(mén)的公共關(guān)系，這對(duì)海事來(lái)說(shuō)，是一個(gè)巨大的挑戰(zhàn)。 本論文從航運(yùn)企業(yè)的角度來(lái)研究海事公共關(guān)系，運(yùn)用從傳播學(xué)理論分析海事公共關(guān)系的公眾，結(jié)合海事部門(mén)成功的公關(guān)傳播案例，尋找雙方共同的經(jīng)驗(yàn)范圍，分析傳播過(guò)程中的反饋、評(píng)估、監(jiān)測(cè)等管理環(huán)節(jié)并提出相應(yīng)的公共關(guān)系傳播策略。具體而言，首先從理論上界定海事公共關(guān)系的概念、基本特征、構(gòu)成要素等；再借鑒港臺(tái)及國(guó)外海事公共關(guān)系的經(jīng)驗(yàn)展開(kāi)分析；最后總結(jié)出適用于中國(guó)海事部門(mén)的公共關(guān)系原則與策略。具體章節(jié)內(nèi)容如下： 第一章緒論，介紹本文的研究背景、研究現(xiàn)狀與意義、研究?jī)?nèi)容與方法； 第二章闡述了海事公共關(guān)系的重要特征。首先對(duì)國(guó)內(nèi)海事發(fā)展情況進(jìn)行概述，進(jìn)而對(duì)公共關(guān)系，政府公共關(guān)系及海事公共關(guān)系進(jìn)行闡述，指出其新時(shí)期海事公共關(guān)系的重要特征及所面臨的機(jī)遇和挑戰(zhàn)。 第三章運(yùn)用公共關(guān)系及傳播學(xué)的理論對(duì)海事公共關(guān)系的主、客體進(jìn)行系統(tǒng)界定，然后再分析海事公共關(guān)系傳播的過(guò)程及特點(diǎn)，診斷其存在的問(wèn)題，并對(duì)傳播過(guò)程中的問(wèn)題進(jìn)行剖析，指出海事公共關(guān)系公眾傳播活動(dòng)須遵循的原則。 第四章簡(jiǎn)要介紹國(guó)內(nèi)外海事公共關(guān)系的經(jīng)驗(yàn)，并結(jié)合基層海事部門(mén)公共關(guān)系實(shí)踐經(jīng)驗(yàn)，總結(jié)公共關(guān)系的處理技巧。 第五章論述了我國(guó)海事公共關(guān)系構(gòu)建的對(duì)策，運(yùn)行的原則，并給出具體實(shí)施的建議。全文的總結(jié)。對(duì)于本文的海事宏觀公共關(guān)系的研究過(guò)程進(jìn)行簡(jiǎn)要總結(jié)，并對(duì)于海事公共關(guān)系微觀研究前景進(jìn)行展望。
[Abstract]:At present, China is in a critical period of economic and social transformation. The maritime sector of China is undergoing a nuclear restructuring and restructuring process. The maritime sector is undergoing a transformation from the establishment of the public service to the administrative department of civil servants. At the same time, it is also the department that has attacked, transformed and developed its difficulties. A critical moment and a period of major strategic opportunities for ascension. With the implementation of the strategy of governing the country according to law, the process of maritime development and reform has been accelerated, the concept of democratic law of the public has been strengthened day by day, the modern and highly developed information media has been promoted, and the supervision of public opinion has continued to develop and promote. Especially the Internet new media innovation and development trend is strong, as the national water safety traffic authorities, is inevitably pushed to the historical front of social relations processing. Therefore, the research on maritime public relations construction has been pushed to the front end of maritime theory research in China. For the maritime sector, how to become a service-oriented government after changing its role, can it operate cleanly and efficiently? Whether we can handle the public relations in the maritime sector after the change of role is a huge challenge for the maritime sector. This paper studies maritime public relations from the point of view of shipping enterprises, analyzes the public of maritime public relations from the theory of communication, combines the successful public relations cases of maritime departments, and looks for the common experience of both sides. Analyze the feedback, evaluation and monitoring in the process of communication and put forward the corresponding public relations communication strategy. In particular, firstly, it defines the concept, basic characteristics and elements of maritime public relations theoretically, and then analyzes the experiences of Hong Kong, Taiwan and foreign maritime public relations. Finally, the public relations principles and strategies applicable to China's maritime sector are summarized. The specific chapters are as follows: the first chapter introduces the research background, research status and significance, research content and methods; the second chapter describes the important characteristics of maritime public relations. Firstly, this paper summarizes the development of maritime affairs in China, then expounds the public relations, government public relations and maritime public relations, and points out the important characteristics of maritime public relations in the new period, as well as the opportunities and challenges they face. The third chapter uses the theory of public relations and communication to define the subject and object of maritime public relations systematically, then analyzes the process and characteristics of maritime public relations communication, and diagnoses its existing problems. The problems in the process of communication are analyzed, and the principles to be followed in the public communication of maritime public relations are pointed out. The fourth chapter briefly introduces the experience of maritime public relations at home and abroad, and summarizes the handling skills of public relations in combination with the practical experience of public relations in the basic maritime sector. The fifth chapter discusses the construction of maritime public relations in China, the principles of operation, and gives specific implementation suggestions. Summary of the full text. This paper briefly summarizes the research process of marine macro-public relations, and prospects the micro-research of maritime public relations.
【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
【分類號(hào)】：F552;U692

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本文編號(hào)：2199166