论公共关系视角下企业品牌塑造.pdf

摘 要 科技的发展使得品牌的权利已经由生产商手中转移到了不同的消费者群体之 中 品牌不再是由生产者的品牌管理部门负责了 品牌在一种被迫的情况下 有了 呼吸的自由和为了生存而必须进行的改变 全球市场一体化 这是一个人人均能分 明感受到的趋势 但这对所有市场竞争者来说未必都是福音 因为世界市场上的竞 争更多地体现在强者博弈 名牌对决之上 即跨国公司及其所拥有的品牌之间的竞 争 由此塑造强势品牌是大势所趋 本文在翻译了丰富的外文资料的基础上 主要从最近新的公关理论的发展来探 讨公共关系在企业品牌塑造中的地位和作用 首先 从时代变革的角度探讨了企业 加速品牌建设的重要性 同时揭示了共性时代和个性时代广告和公关应该扮演着不 同的角色 其次 从公共关系与广告的比较优势出发阐述了公关在企业品牌塑造中 的地位和作用 再次 本文力求从所接触的最新的公关理论为企业品牌塑造寻找理 论依据 最后在这些理论的指引下 本文着重从塑造性公关 生态性公关 危机公 关三个层面阐述了塑造企业品牌的公关实践 通过这些分析 不仅重树了公关在品 牌时代的地位 还给企业品牌塑造提供了新的视角和策略 关键词 品牌塑造 广告 公关理论 公关实践 II Abstract With the development of technology, the right of brand had transferred from producers to different consumers .Brand is no more controlled by the Brand-control department of the producers in stead .It have the freedom to breath and the necessarily transformation for survive under the pressure. Everyone can feel , the integrated of global marketing. But it is not good news to all the competitors of marketing , because the competition of world’s incarnates more on the conductors and the brands, names the competitions of .NMC and theirs brands .So the construction of superior brand is the trend of time. This text discuss the role and affection of PR in the figure of brand from the latest PR theory’s development point of view on the basis of great of translations .First ,it discussed the essentiality of constructing brand in the view of times transform, the same time open out the different role of PR in commonness stage and individual stage; Second, it expatiated the role of PR in the brand construction according to the comparative advantages of AD; Third , the text did its best to find the latest theory of PR to brand construction; Finally, with the direction of these theories, the text analyzed the prac