大数据时代公共关系行业的战略变革与业务创新.docVIP

　　大数据时代公共关系行业的战略变革与业务创新 --摘 要 本文研究主要通过梳理、分析、总结大数据时代公共关系行业发展的实践，探索在大数据时代背景下，公共关系行业战略变革与业务创新的方案。大数据时代的到来，改变了信息传播媒介的传播方式和受众接受信息渠道，也使他们之间的关系发生转变。借助大数据时代的先进数据技术，受众接受信息的渠道增多，在舆论影响上的权利增长，信息传播速度更快，牵涉面更广，信息的重复性也愈高。 大数据对公共关系行业的影响也是毋庸置疑的。本文通过观察大数据时代公共关系行业面临的挑战，探讨了公共关系性质的变化及原因，进而总结大数据时带公共关系行业的机遇。在明确大数据时代公关行业的发展趋势后，如何进行战略变革，并创新业务模式就成为了本文写作的重点，笔者分别从优势与影响分析，发展战略的构建，业务模式的创新三个方面进行详细阐述。首先，大数据时代的优势和机遇在于高效的信息反馈和广泛的信息可以为公关行业提供科学决策的依据。其次，“大众零距离”和“媒介碎片化”的战略环境，可以从观念、决策、技术、服务等方面重构公关行业的发展战略。第三，在重构发展战略的基础上，公关产品从“内容”和“渠道”两方面创新业务模式。 Abstract In this study, it mainly analyzes, discusses and summarizes the practice of public relation industry in the context of era of “big data”, to explore in the background of “big data” era, hoake a change and an innovation in regard to the strategy and business models. The advent of the era of big data, changes the transmission mode of mass media, also changes the information channels from ation, as ass media and audience. Using the advanced technology emerged in the era of “big data”, channels for audiences to accept information increase, their rights in influencing on public opinions groation itself, information spread faster and much ation is also repetitive to some extent. It is indisputable that “big data” impacts on the public relations greatly. In this study, through observation of the challenges faced by public relations industry in the era of “big data”, it discusses the nature changing of public relation as marizes the opportunities brought by the era of “big data” to public relation industry. Behind the in-depth discussion of the development trend of public relation industry in the era of “big data”, ho, hoodel, bee the main focus of this study. From analysis of advantages and influences of “big data”, construction of development strategy, business model innovation, this study respectively elaborates the main theme. First of all, the advantages and opportunities of the era of “bid data” are, the efficient information feedback, ation sources, aking