毕业设计论文-基于网络公关的企业品牌传播策略研究.docVIP

基于网络公关的企业品牌传播策略研究 The Strategy Research on Enterprise Brand Communication Based on Network Public Relations 论文作者： 专业班级：网络营销121 作者学号： 完成时间：2015年1月10日 摘要 随着计算机技术与互联网技术的飞速发展，出现了博客，微博，论坛、微信等一系列新的网络媒体，相对于传统的电视、报纸、杂志等媒体具有交互性与即时性，海量性与共享性，多媒体与超文本个性化与社群化等特性。在这些网络媒体下，企业的网络公关先得更加重要。本文将在网络媒体的大环境下从危机公关的定义开始，然后阐述企业品牌危机公关的特点、，最后到如何具体的实施相应的策略来说明问题。 Abstract With the rapid development of computer technology and Internet technology, the blog, micro-blog, a series of New Media Forum, Micro message, compared with traditional television, newspapers, magazines and other media with interactivity and immediacy, and sharing technology, multimedia and hypertext individual and community characteristics. Under the new media, public relations companies to more important. This paper will start from the definition of public relations crisis under the new media environment, and then expounds the characteristics, crisis public relations, and finally how to implement the corresponding strategy to illustrate the problem. 关键词：网络媒体 品牌危机 公关策略 Keywords: Network Media Brand Crisis Public Relations Strategies 目 录 1引言..................................................................................................................................3 1.1选题背景......................................................................................................................3 1.2研究的目的..................................................................................................................3 1.3国内关于网络媒体环境下的危机公关研究............................................................3 2什么是危机公关.............................................................................................................4 3 网络媒体环境下危机的特点......................................................................................4 4 网络媒体环境下危机公关的策略.............................................................................6 4.1 企业要建立危机应对团队......................................