文档介绍：华中科技大学
硕士学位论文
论公共关系视角下的企业品牌塑造
姓名:吴兰玉
申请学位级别:硕士
专业:传播学
指导教师:陈先红
20050501
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
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 petitors of
marketing , because petition of world’s incarnates more on the conductors and the brands,
names petitions 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 parative 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 practice of
PR in the brand construction from three lays of PR of construction , PR of ecological , Crisis PR .These
analyses not only builded up