论公共关系在企业营销中的运用.docVIP

论公共关系理论在企业营销中的运用 ——带着公关的意识去营销 摘要：随着我国改革开放的深入以及市场化体制的日渐完善，国内的企业尤其是民营企业经历了一场异常艰难的成长发展与变革的过程。改革开放带来的思想理念大冲撞，洗涮着无数人的大脑并促进了各种理论的发展。在这个进程中，我们第一次接触了公共关系这门学科，并从开始对“公关”一词充满暧昧的认识中逐渐解放，进而逐渐了解和运用。这套理论指引着我们在社会生活的各个方面灵活运用，并为我们带来了前所未有的新视野。无论大到政府事务、企业经营……还是小到日常与人相处，都可以将公关关系理论运用其中。 本文认为，企业营销是指企业经营与销售，这两个方面基本涵盖了一个企业组织运作的全部作用。本文将针对企业营销中如何合理正确运用公关理论，结合自己的实践进行论述，以期找到公共关系理论与企业营销的契合点，带着公关意识去营销，以增强企业经营管理的效率和效益。 关键词：公共关系、企业营销、公关理论、公关意识、公关运用 On the public relations theory in the use of corporate marketing ——With a sense of public relations to marketing Summary: As Chinas reform and opening up and market-oriented system are increasingly improved, the domestic enterprises, especially private enterprises experienced an exceptionally difficult and change the history of growth and development. The ideological concept of reform and opening up countless big crash a clean slate the human brain. In this process, we first contact with the discipline of public relations and public relations from the beginning of the term full of ambiguity in the understanding of the gradual emancipation, the development that the current initial improvement. The theory guide us in all aspects of social life and flexibility for our unprecedented new vision. Both in government affairs, business, small daily to get along with people, you can use one of the public relations theory. This paper will address how corporate marketing in public relations theory, a reasonable right to use, combined with their own practice are discussed, in order to find business marketing, public relations theory and the perfect fit to help us in the business to be more handy. In this article the term is interpreted as the business of marketing and sales. This covers two basic operation of a business organization of all. Keywords: Public Relations: Corporate Management: Sales: Public Relations Theory: sense of public relations: the use of public relations 引言 自改革开放以来，随着大量外资企业的涌入，为我们带来了发达国家先进的管理思想以及公关营销理念。这对