中小企业互联网公共关系研究

论文编号:DZ290  论文字数:15193.页数:23

                        摘 要
 人类已进入了21世纪。新世纪为人类展现了全新的画卷；互联网经济异军突起，生物工程突飞猛进，环保产业方兴未艾……。与之相伴随的是，世界经济加快了全球化，经济的发展更加关注人的本身。这种趋势为公共关系事业开启了广阔的发展空间，推动着公共关系的角色发生根本性的变化，使其从附属地位，走向重要的经济推动力量。
    由于互联网"将人与人之间的距离消亡到零"，消费者与商家的关系也将从垂直的关系，变为平面的关系。消费者将通过互联网占据无限的信息，在更多的品牌，更多的厂家，更广泛的地域，直至全球的范围内进行比较，完成购买行为。商家的信誉和美誉度，将直接决定着市场销售的业绩。在这样一种背景下，公共关系就具有了一种不可替代性。因为公共关系对企业内部来说，就是要建立卓越的美誉度。从这个角度来说，新经济的到来，根本上改变了经济生活的角色定位，使其成为了经济生活中的推动力量，并为其打开了巨大的市场发展空间。据一些专家预测，新经济在中国的发展模式可能跟美国的有所不同，不是先发展传统经济，然后再发展新经济，而是新经济与传统经济携手并进，比翼双飞。
 
   如果说以互联网为基础的新技术革命扫清了人际交流的技术障碍，中国加入WTO则扫清了中国融入世界和世界涵纳中国的人文制度的障碍。这种形势带来两种结果，一种是竞争对象的国际化，一种是竞争行为的国际化。作为经济全球化的必然，中国的企业要走向国际，无论是开放市场，还是走向国际，中国的企业面临的首要问题，就是竞争行为的国际化，这就需要公共关系。从这一点上说，中国的公共关系则是不折不扣的新兴产业了。新经济和WTO给中国公关业带来了无限的商机。但是，这并不意味着中国公关行业将一路坦途，黄金遍地。相反，等待他们的将是更加激烈的竞争，最后只有适应这个时代的企业，才能赢得生存和发展。因为，WTO不仅意味着市场机遇，同时它也是市场游戏规则。
   所以说，信息技术在提高人类生活质量领域中的广泛应用，必然使人类生存所依赖的社会资源也趋于信息化、智能化、虚拟化，只有依赖最先进的信息技术去获取信息、处理信息、整合优化、探索研究、解决问题，才能提高人类公关的综合应变能力。
 
 
 
 关键词：互联网   市场  消费者与商家  技术障碍  信息化  人类公关
 
 
 Title Internet Public Relations Research for SMEs
Abstract
Mankind has entered the 21st century. The new century, mankind has demonstrated a new picture; sudden emergence of the Internet economy, bio-engineering leaps and bounds, the environmental protection industry in the ascendant ... .... Accompanied it, the world economy has accelerated globalization, economic development, people pay more attention to itself. This trend is cause for public relations opened a broad space for development and promote the role of public relations fundamental change, it from a subsidiary position into an important economic driving force.

Thanks to the Internet "will be the distance between people disappear to zero," the relationship between consumers and merchants will also benefit from a vertical relationship, into a flat relationship. Consumers will take unlimited information via the Internet, in more brands, more manufacturers, more extensive geographical, until within the context of a global comparison, the completion of purchase. Merchant's credibility and reputation, it will directly determine the market's performance. In such a context, public relations has an irreplaceable. As public relations within the enterprise, the purpose is to establish excellent reputation. From this perspective, the arrival of the new economy, has fundamentally changed its role in economic life, it has become a driving force in economic life, and opened a huge market for its development. According to some experts predict that the new economy in China's development model may be different with the United States is not the first development of the traditional economy, and then the development of new economy, but the new economy and traditional economy go hand in hand, fly together.

Therefore, information technology in improving the quality of human life in the field of wide application is bound to make the survival of mankind depends social resources tends to be information technology, intelligence, virtualization, and only rely on the most advanced information technology to access information, process information integrate optimization, exploration and research, problem solving, in order to improve the overall resilience of human PR.

Keywords Consumers and business Internet market, technical barriers to information-based Human Relations

目   次
 
引言 ………………………………………………………………………………1
中小企业市场营销过程中存在的问题分析……………………………………… 1
1.1.1营销手段有待改进　…………………………………………………………1
1.1.2营销创新动力不足……………………………………………………………1
1.1.3公共关系与我国企业发展战略…………………………….          1.
2、互联网公关………………… 12
2.1   互联网公关属于传统公关范畴………………… 14
 2.2、互联网公共关系内涵………………………………………………………8
 2.3、网络公关的发展历程……………………………………………………8
 3、 互联网公关的传播过程…………………………………………………8
 3.1、 确定传播内容…………………………………………………………10
 3.2、 确定传播对象………………………………………… 11
 3.3、 选择合适的媒体…………………………………… 11
 3.4、 网络公关的渠道及形式…………………………………… 12
4、  互联网公关的优势及注意问题……………………………………6
4.1会联网公关的优势……………………………………………… 16    
4.2互联网公关应注意的问题……………………………………………………22
结论  ………………………………………………………………………………22
致谢  ………………………………………………………………………………23
参考文献  …………………………………………………………………………24

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