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class="spanimg1">作者:½{±æžœèµ„讯 </span> <span class="spanimg2">来源åQ?a href="#" title="未知" target="_blank">未知</a></span> <span class="spanimg3">2019-07-25 00:00</span> <span class="spanimg4"><a href="#cm">我要评论</a>(<i><a href="#SOHUCS" id="changyan_count_unit"></a> <script type="text/javascript" src="http://assets.changyan.sohu.com/upload/plugins/plugins.count.js"></script></i>)</span> </p> </div> <div> <div class="say"><p>「最新危机公兟뀍中国公共关¾pȝš„发展åQŒæœ€æ—©å¯ä»¥è¿½æº¯åˆ°ä¸Šä¸–¾U?0òq´ä»£åQŒè¡¨çŽîCؓ一批外商独资或合资企业在深圌™®¾ç«‹å…¬......</p></div> </div> </div> <div class="article-content fontSizeSmall BSHARE_POP"> <div><p style="align:center;width:400px;"><img src="/uploads/allimg/190725/0949135E2-0.jpg"></p></div>「最新危机公兟뀍中国公共关¾pȝš„发展åQŒæœ€æ—©å¯ä»¥è¿½æº¯åˆ°ä¸Šä¸–¾U?0òq´ä»£åQŒè¡¨çŽîCؓ一批外商独资或合资企业在深圌™®¾ç«‹å…¬å…±å…³¾p»éƒ¨åQŒä¸˜q‡å½“时围¾l•ä¼ä¸šå“ç‰Œå®£ä¼ çš„公关‹zÕdŠ¨òq¶æœªå¤§èŒƒå›´åœ°å®žæ–½ä¸ŽæŽ¨òq¿ï¼Œå…¬å…³ä»åœç•™åœ¨è®¤çŸ¥æŽ¨å¹¿é˜¶æ®µã€‚中国公兌™¡Œä¸šçœŸæ­£æ„ä¹‰ä¸Šçš„成熟与发展是近二十几年的事情,标志性事件äؓ1991òq?月,象征中国公共关系发展˜q›å…¥èŒä¸šåŒ–和专业化阶ŒD늚„中国国际公共关系协会åQˆCIPRAåQ‰åœ¨åŒ—京成立。如今,中国公关行业发展已进入了一个高速发展阶ŒDµï¼Œè¡Œä¸šè§„模、业务范畴都已达åˆîC¸€ä¸ªå…¨æ–°çš„高度åQŒå¸‚åœø™§„模达åˆ?00亿元人民币以上,òq´å¢žé•¿çŽ‡òq›_‡ä¿æŒåä½æ•îC»¥ä¸Šçš„增长。种¿Uè¿¹è±¡è¡¨æ˜Žï¼Œä¸­å›½å…¬å…³è¡Œä¸šå¸‚场潜力巨大åQŒè¡Œä¸šå‘展空间还很大åQŒä½†å—限于行业门槛低åQŒå…¬å…³ä¼ä¸šé±¼é¾™æ؜杂,行业向上发展正在遭遇瓉™¢ˆåQŒä¸»è¦è¡¨çŽîCؓ行业创新、äh才管理与政府政策导向影响½{‰å‡ ä¸ªæ–¹é¢ï¼Œ½W”者将重点从行业创新的角度提出一些徏议和解决æ–ÒŽ¡ˆã€‚众所周知åQŒå…¬å…Ïx˜¯é«˜æ™ºåŠ›è¡Œä¸šï¼Œå…¬å…³å…¬å¸ä½œäؓä¸ÞZ¼ä¸šæä¾›å“ç‰Œç¤¾ä¼šåŒ–解决æ–ÒŽ¡ˆòq¶ä»˜è¯¸å®žæ–½çš„商业ä¸ÖM½“åQŒæä¾›é«˜æ°´åã^的服务质量和服务品质是公兛_…¬å¸å®‰íw«ç«‹å‘½ä¹‹æœ¬ï¼Œè€Œé«˜æ°´åã^的服务质量和服务品质要靠不断创新才能实现。创新是整个公关行业发展的根本要素。但ç”׃ºŽå…¬å…³è¡Œä¸šçš„一些内在特点,却ä‹É得公兌™¡Œä¸šçš„创新之èµ\变得漫长而艰难。从业务模式上,目前公关行业仍停留在½Ž€å•ä¸”重复式的新闻事äšg½{–划与执行上åQŒå¯¹äºŽä¼ä¸šé•¿æœŸä¼ æ’­ä“Q务的‹zžå¯ŸåŠå…¬å…³ç»ˆæžç›®æ ‡çš„锁定¾~ÞZ¹˜qžè¯æ€§ä¸Ž½Hç ´æ€§æ€è€ƒï¼Œæœ€¾lˆå¯¼è‡´å“ç‰Œå…¬å…³ç­–划缺乏战略高度,从而局限了整个行业专业化水òq³çš„提高。公兌™¡Œä¸šå†…普遍存在一个现象是åQŒå…¬å…›_…¬å¸åœ¨æŽ¥åˆ°å®¢æˆ·ä¼ æ’­éœ€æ±‚后åQŒæƒ³ž®½åŠžæ³•åœ¨æ–ÒŽ¡ˆä¸­å‘ˆçŽ°å„¾cȝ‚«ç›®è€€çœ¼çš„公关‹zÕdŠ¨å½¢å¼åQŒæ–°é—Õd‘布会、企业发½Eѝ€åÙE回活动、äñ”品体验、品牌èµ\演等åQŒæ—¨åœ¨å€ŸåŠ©˜q™äº›å¸¸è§„çš„å…¬å…Ïx´»åŠ¨åŠ©åŠ›å®¢æˆ·å®žçŽ°å“ç‰Œä¼ æ’­çš„目标。殊不知åQŒè¿™¿Uä»¥‹zÕdŠ¨è€Œæ´»åŠ¨ï¼Œä»¥ä¼ æ’­è€Œä¼ æ’­çš„™å¹ç›®½{–划只能实现“昙花一çŽ?rdquo;的效果。公兌™¡Œä¸šæœ¬æ¥åŒè´¨åŒ–ž®±å¾ˆä¸¥é‡åQŒåª’体对于频¾Jå‡ºå¸­å„¾cȝœ‹ä¼ég¸åŒï¼Œå®žè´¨åªæ˜¯å½¢å¼ç•¥å¾®å˜åŒ–çš„å…¬å…Ïx´»åŠ¨å·²æä¸èµ·å¤ªå¤§å…´­‘£ã€‚而客户对于千½‹‡ä¸€å¾‹çš„½{–划内容更是不感冒,最后落å¾?ldquo;˜q™ä¸ª™å¹ç›®èƒ½å¸®æˆ‘发多少字?折算发一个字多少钱?”变成了客户唯一兛_¿ƒçš„问题。这不仅让公关作为沟通和塑造企业正面åŞ象、åã^衡利益、协调关¾p…R€ä¼˜åŒ–社会心理环境、媄响公众的作用得不到充分的发挥åQŒè¿˜ä½¿å¾—公关很容易落入另一个狭隘范ç•?mdash;—“发稿”åQŒä»¥å‘稿来量化传播效果。不求突破、盲目追随的行业惯性思维成äؓ¾U¦æŸè¡Œä¸šå‘展的掣肘。而真正的公关不应局限于此。公关作为品牌创建、发展、维护的重要手段åQŒä¸ä»…担负着传统çš?ldquo;宣传”工作åQŒè¿˜è¦äؓ品牌¼‹®å®šæ›´å¹¿æ³›çš„背景联系åQŒå¼•å¯¼æ™®é€šå…¬ä¼—或者目标消费者åŞ成自å·Þqš„观点或作å‡ø™´­ä¹°å†³½{–。公关不仅要深度挖掘客户希望ä¸ÕdŠ¨ä¼ é€’的信息和内容,˜q˜è¦ç«™åœ¨æ¶ˆè´¹è€…利益的òqŒ™¡¡ç‚¹ä¸Š˜q›è¡Œå…¬å…³æ¨¡å¼åˆ›æ–°åQŒä¸ä¸?ldquo;‹zÕdŠ¨è€Œæ´»åŠ?rdquo;åQŒä¸ä¸?ldquo;发稿而发½E?rdquo;åQŒè€Œæ˜¯è®©å…¬å…›_‘挥它应有的ä­hå€û|¼Œå›_¯¹å“ç‰Œå»ø™®¾çš„真正ä­h倹{€‚这需要我们在为客æˆähä¾›å…¬å…³ç­–划与å»ø™®®çš„时候,同时站在客户与用æˆïLš„角度åQŒå¯»æ‰¾ä¼ä¸šä¸»åŠ¨å¯¹å¤–传播信息与用户å…Ïx³¨ä¿¡æ¯çš„最佳结合,以引入式话题打造舆è®?ldquo;焦点”。我们最˜q‘äؓ某国际品牌汽车的一‹Æ¾æ–°è½¦åž‹ä¸Šå¸‚‹zÕdŠ¨½{–划中便充分考虑到这一点,从专业化的角度äؓ客户提供解决æ–ÒŽ¡ˆã€‚这是一‹Æ‘Ö…¨æ–°çš„产品åQŒå¯¹äºŽä¼ä¸šæ¥è¯´æ„ä¹‰éžå‡¡ã€‚接到标书的½W¬ä¸€æ—‰™—´æˆ‘们对äñ”品和品牌做了充分的了解和研究åQŒåœ¨å¾—知˜q™æ¬¾æ–°èžR所承蝲的划时代意义之后åQŒè™½ç„¶å—限于很多既定条äšgåQŒå¦‚上市地点、试驾èµ\¾Uѝ€ä¸Šå¸‚åŞ式等åQŒä½†æˆ‘们仍然ž®è¯•ç”¨ä¸€¿Uåˆ›æ–°çš„沟通模式实现其潮流引领者的形象沟通,我们借鉴了两个世界知名品牌的研究åQšAPPLE 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