公共关系在营销中的作用研究.doc

PAGE PAGE 7 本科生毕业设计（论文） 公共关系在营销中的作用研究 学 院： 现代经济管理系 专 业： 工商企业管理 学 号： 070405126 学生姓名： 勾豪旭 指导教师： 二〇一一年三月 摘要 公共关系与营销虽然目的不同，方法手段不同，但却联系紧密。特别是在营销活动中运用公共关系，具有积极的促销作用。公共关系与营销虽然目的不同，方法手段不同，但却联系紧密。特别是在营销活动中运用公共关系， 具有积极的促销作用。因而公共关系被看成是营销的一个手段。其对内求团结，对外求发展，在现代市场营销中具有塑造形象的重要作用。公共关系与市场营销作为现代企业经营的两个“轮子”，共同支撑着企业的成长与发展。公共关系解决的是组织与公众之间的信任关系，需要在公众心目中树立良好的形象，通过有效的公关活动旨在提高组织的知名度和美誉度，属组织精神文明建设的范畴。 关键词：公共关系；营销；活动；作用 ABSTRACT Although the purpose of public relations and marketing different methods and means of different, but closely related.Marketing activities, particularly in the use of public relations, sales promotion has a positive effect.Although the purpose of public relations and marketing different methods and means of different, but closely related.Marketing activities, particularly in the use of public relations, sales promotion has a positive effect.Therefore public relations is seen as a means of marketing.Seeking unity and its internal and external development, the modern marketing has an important role in shaping the image.Public Relations and Marketing as a modern business the two wheels, jointly support the business growth and development.Solution is to organize public relations and public relations of trust between the need to establish a good image of the public mind, through effective public relations campaign aimed at improving the organizations visibility and reputation, an organization of spiritual civilization construction areas. Keywords：Public relations; marketing; activities; role 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc286419336 前言 PAGEREF _Toc286419336 \h 1 HYPERLINK \l _Toc286419337 1 公共关系与市场营销的关系 PAGEREF _Toc286419337 \h 3 HYPERLINK \l _Toc286419338 1.1公共关系在市场营销中的定位 PAGEREF _Toc286419338 \h 3 HYPERLINK \l _Toc286419339 1.2公共关系与市场营销的相互协作关系 PAGEREF _Toc286419339 \h 4 HYPERLINK \l _Toc286419340 2 公共关系在市场营销若干领域中的作用 PAGEREF _Toc286419340 \h 8 HYPER