企业公共关系状况的研究——以伊利公司为例

Enterprise Public Relations Status of Research——In YiLi Group as an Example

公共关系已经成为现代企业的一项管理职能,关注公共关系的目的就是为了塑造企业形象,良好的企业形象能给企业带来无穷的益处,对内能提升企业的凝聚力,得到员工的认同;对外能吸引人才,得到社会的支持,获得资金提供,获得消费信心。论文首先概述了公共关系的涵义,随后阐述了公共关系在伊利公司管理中建立与员工、顾客、新闻媒介、竞争对手之间关系的状况与作用,并提出公司中出现的对公共关系认识不足、公共关系运作缺乏科学指导、情感投入不够、公关危机预警机制缺失等问题,提出树立和培养科学的公关意识、组织专题公共关系活动、采集信息、做好调研、做好企业的危机公关、加强企业文化建设等解决措施。最后得出企业要充分利用公共关系消除企业发展的种种障碍,这不仅是市场经济条件下企业发展壮大的需要,更是发展我国公共关系事业的重要挑战和必然要求。

Public relations has become a modern enterprise management functions. The purpose of public relations concern is to shape the corporate image, good corporate image can provide a limitless benefits and enhance the internal cohesion of the enterprise, the recognition of workers; overseas to attract talent, the support of the community, access to funding access to consumer confidence. This paper outlines the meaning of public relations, public relations subsequently elaborated in the Yili Group in the establishment of enterprise management and employees, customers, media, the role of the relationship between competition and make the emotional investment. The paper describes that it concerns with lack of knowledge of public relations, lack of scientific guidance to the operation of public relations and emotional investment, lack of public relations crisis early warning mechanism and other issues. The paper proposes from establishing and developing scientific awareness of public relations, organization of thematic public relations activities, collecting information, doing research, crisis public relations of business, strengthen the enterprise. The paper proposes that companies take full advantage of public relations to eliminate obstacles to enterprise development. It is not only the need for enterprises to grow under the conditions of market economy, but also the challenges of public relations＇s development and the inevitable requirement.