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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">2019-08-06 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>「危机公兟뀍国际公兛_…¬å¸è§’逐中国市场,一斚w¢åQŒå›½é™…公兛_…¬åæ€Ø“中国公关行业带来了先˜q›çš„¾lè¥æ¨¡å¼å’Œä¸šåŠ¡ç†å¿µï¼›......</p></div> </div> </div> <div class="article-content fontSizeSmall BSHARE_POP"> <div><p style="align:center;width:400px;"><img src="/uploads/allimg/190806/145T15619-0.jpg"></p></div>「危机公兟뀍国际公兛_…¬å¸è§’逐中国市场,一斚w¢åQŒå›½é™…公兛_…¬åæ€Ø“中国公关行业带来了先˜q›çš„¾lè¥æ¨¡å¼å’Œä¸šåŠ¡ç†å¿µï¼›å¦ä¸€æ–šw¢åQŒå›½é™…公兛_…¬å¸å†²å‡ÖMº†æœ¬åœŸå…¬å…³å…¬å¸åQŒå¼•èµ·é¢‡ä¸ºæ¿€çƒˆçš„市场竞争。研½I¶æ˜¾½Cºï¼Œæœ¬åœŸå…¬å…³å…¬å¸çš„业务竞争力在于“ž®è€Œç²¾”åQŒåº”该积极进行业务è{型。一、问题的提出1、历史回™å䏀•â€•ä¸­å›½å…¬å…Œ™¡Œä¸šå‘展述è¯?985òqß_¼Œ¾ŸŽå›½åšé›…公关公司在新华社邀请下˜q›å…¥ä¸­å›½åQŒåƈ与中国新华社联合成立了国际环球公共关¾pÕd…¬å¸ï¼Œ˜q™æ˜¯ä¸­å›½½W¬ä¸€å®¶èŒä¸šå…¬å…±å…³¾pÕd…¬å¸ã€‚如今,20多个òq´å¤´˜q‡åŽ»äº†ï¼Œä¸­å›½å…¬å…³å¸‚场以其不容ž®è§‘的增长势头发展壮大。根据中国国际公兛_ä¼?010òq´åº¦çš„市åœø™°ƒæŸ¥æŠ¥å‘Šï¼Œå…¬å…±å…³ç³»å¸‚场再次˜qŽæ¥äº†å¿«é€Ÿå¢žé•¿çš„发展势头åQŒæ•´ä¸ªè¡Œä¸šå¹´è¥ä¸šé¢ä¼°‹¹‹äؓ210亿元人民币,òq´å¢žé•¿çŽ‡ä¸?5%左右ã€?ldquo;快速消贏V€æ±½è½¦ã€IT、医疗、金融等业务市场仍将是主要服务领域,¾|‘络公关、事件营销、城市营销、CSR½{‰æ–°å…´æœåŠ¡å°†èŽ·å¾—更大的市åœÞZ†¾é¢ï¼Œæœªæ¥æ”¿åºœã€éžè¥åˆ©¾l„织åQŒç‰¹åˆ«æ˜¯åŸŽå¸‚的公共关¾pÀLœåŠ¡éœ€æ±‚将形成新的增长点,公共关系行业ž®†è¿Žæ¥åˆä¸€è½®äº•å–·å¼çš„发展ã€?rdquo;①然而,与美国等公共关系发展比较早的国家相比åQŒæˆ‘国公共关¾p»è¡Œä¸šä»å¤„于比较低的业务水åã^ã€?ldquo;20世纪20òq´ä»£åQŒç¾Žå›½æ‚å¿—å°±å¼ø™°ƒå…¬å…±å…³ç³»åQŒåœ¨é‚£é‡Œå·²ç»æˆäؓ一¿U?lsquo;专门职业’……30òq´ä»£åQŒæ®æœ‰å…³æ•°æ®¾lŸè®¡åQŒç¾Žå›½å°±å·²ç»æœ‰å…¬å…±å…³¾p»é¡¾é—®å…¬å?50å®Óž¼Œè‡?0òq´ä»£åQŒè¿™ä¸ªæ•°å­—å·²¾lå¢žåŠ åˆ°äº?350å®?hellip;…80òq´ä»£åŽæœŸåQŒå°±å·²ç»æœ‰é«˜è¾?5%以上的企业设立了专门的公共关¾pÀLœºæž„或外聘公共关系™åùN—®ã€?rdquo;â‘?、中外公兛_…¬å¸è¾ƒé‡å‡¾U§â€•â€•ä¸å®¹å›žé¿çš„竞争现实目前世界上前十大公关公司都已¾lè¿›å…¥ä¸­å›½ï¼Œå›½é™…公关公司抢æ‡W中国市场åQŒä¸€æ–šw¢æŽ¨åŠ¨äº†å›½å†…公兛_¸‚场的形成和发展,另一斚w¢æžå¤§åœ°å†²å‡ÖMº†æœ¬åœŸå…¬å…³å…¬å¸åQŒåŠ é€Ÿäº†å¸‚场淘汰。自2005òq´åº•ä¸­å›½å®Œå…¨å¼€æ”‘Ö¹¿å‘Šå¸‚åœÞZ»¥æ¥ï¼Œè·¨å›½ä¼ åª’集团ž®±å·²¾læ˜¾½CÞZº†å…¶å¼ºå¤§çš„在华传播力量åQŒå¯¹æœ¬åœŸòq¿å‘Šå…¬å¸å±•å¼€æŒ¤åŽ‹å’Œæ”¶è´­æ”»åŠ¿ï¼Œå›½é™…òq¿å‘Šå…¬å¸å‡ ä¹Žåž„断了所有国际品牌在华的òq¿å‘Šä¸šåŠ¡åQŒä¸­å›½æœ¬åœŸçš„一些品牌及òq¿å‘Šå¤§æˆ·äº¦é€‰æ‹©å›½é™…òq¿å‘Šå…¬å¸ä»£ç†òq¿å‘Šä¸šåŠ¡åQŒå›½é™…广告公司凭借其强大的资本运作能力,逐步使中国广告市场的控制权落åˆîCº†ž®‘数外资寡头手中。③虽然本土公关公司在服务质量、费用、执行力量等斚w¢åŠ›å›¾ä¿æŒç«žäº‰åŠ›ï¼Œä½†å›½é™…公兛_…¬åæ€»ä»¥å…¶ä¼ä¸šå£°èª‰ã€æŠ€æœ¯åŠ›é‡å’Œæ•´ä½“素质牢牢占据着大部分市åœÞZ†¾é¢ï¼Œæ›´ä»¥æ”¶è´­ã€åˆä½œã€è”盟等形式控制有潜力的中国本土公司åQŒä»¥å›¾ä»Žæ­£åœ¨è†¨èƒ€çš„中国公兛_¸‚åœø™Ž·å¾—更大的利益ã€?、本土公兛_…¬åæ€¸šåŠ¡è{型――竞争力åœ?ldquo;ž®è€Œç²¾”比较研究中外公关公司在国内市场的业务åQŒå…¶æ„ä¹‰åœ¨äºŽæ•¦ä¿ƒæœ¬åœŸå…¬å…³å…¬å¸è¦ç§¯æžè¿›è¡Œä¸šåŠ¡è{型。从各种代理型业务到高层‹Æ¡çš„咨询型业务都被纳入大型国际公兛_…¬å¸çš„业务范围åQŒæœ¬åœŸå…¬å…›_…¬å¸çš„生存½Iºé—´ä¸æ–­¾~©å°ã€‚本文认为,本土公关公司在业务上既要升çñ”服务层次åQŒåˆè¦æ‰¾å‡†å·®å¼‚化定位。数据显½Cºå‡ºæœ¬åœŸå…¬å…³å…¬å¸çš„业务竞争力在于“ž®è€Œç²¾”åQŒå›½å†…公共关¾pÕd­¦è€…也曑֜¨å…¶è‘—作中说道åQ?ldquo;公关公司的定位要从代理性发展äؓ咨询™åùN—®æ€§ï¼›å…¬å…³ä¸“业服务要进一步细化和深化……ž®åž‹åŒ–、专业化中资公司ž®†æœ‰æœÞZ¼šæ˜„¡¤ºå…¶å®žåŠ›ã€?rdquo;④二、研½I¶æ–¹æ³•æœ¬æ–‡å¯¹ä¸­å¤–公关公司¾|‘站业务板块˜q›è¡Œå†…容分析åQŒåˆ†æžå’Œè¯„ä­h当前中外公关公司的业务。研½I¶å¯¹è±¡äؓ1994òq´è‡³ä»Šåœ¨ä¸­å›½æ­£å¸¸è¥ä¸šçš„公兛_…¬å¸ï¼ˆä¸å«æ¸¯æ¾³å°åœ°åŒºï¼‰åQ›äؓ了兼™å„¡ ”½I¶å¯¹è±¡çš„全面性和典型性,研究æ ähœ¬åŒ…括在中国营业的外资公关公司和本土公兛_…¬å¸ï¼Œæ ähœ¬é‡äؓ53个。确定研½I¶æ ·æœ¬åŠåˆ†æž¾cȝ›®ç ”究æ ähœ¬ä¸?3家公兛_…¬å¸ç½‘站的业务内容板块åQ›ç ”½I¶èŒƒå›´åŒ…括公兛_…¬å¸åŸºæœ¬æƒ…况,公关公司的业务类型和业务范围ã€?979òqß_¼Œ¾ŸŽå›½è‘—名公共关系专家布鲁姆根据公关从业äh员日常工作职能将其角色划分äؓ四种åQšä¸“家诊断者、传播服务者、问题解册™€…和传播技术专家。从另一斚w¢è¯ß_¼Œå¸ƒé²å§†çš„角色¾cÕdž‹ç†è®ºè§£é‡Šäº†å‡ ¿Uå…¬å…³äh员日å¸æ€¸šåŠ¡å†…容,从高层次咨询型业务到基础代理型业务依‹Æ¡æ˜¯åQšä¸“家诊断咨询服务、传播策划服务、专门项目服务、传播技术服务,也就是根据角色类型理论内化而来的研½I¶ç±»ç›®åŠ¾~–码。如表所½Cºï¼Œå…¬å…³å…¬å¸¾|‘站的业务范围作ä¸ø™€ƒå¯ŸæŒ‡æ ‡åQŒåŒ…括:“新媒体传æ’?rdquo;ã€?ldquo;市场推广‹zÕdŠ¨”ã€?ldquo;媒体联络”ã€?ldquo;传播技巧培è®?rdquo;ã€?ldquo;会展会议服务”ã€?ldquo;¾l„织―受众传æ’?rdquo;ã€?ldquo;内部传播”ã€?ldquo;公共事务及政府关¾p?rdquo;åQˆNGO与政府)ã€?ldquo;财经公关”åQˆæŠ•èµ„与òq¶è´­åQ‰ã€?ldquo;议题½Ž¡ç†”ã€?ldquo;危机½Ž¡ç†”ã€?ldquo;企业½C¾ä¼šè´£ä“Q½{–ç•¥”ã€?ldquo;诉讼公关”ã€?ldquo;企业½Ž¡ç†å’¨è¯¢”ã€?ldquo;CEO形象提升及高层访é—?rdquo;。下表是为本‹Æ¡ç ”½I¶çš„¾cȝ›®˜q›è¡Œ¾~–码åQŒç”¨äºŽæŒ‡æ ‡çš„数据¾lŸè®¡å’Œåˆ†æžã€‚三、研½I¶å‘çŽ?、公兛_…¬å¸çš„业务分布情况åœ?3个样本中åQŒå¤–资公å?6å®Óž¼Œ¾U¦å 30.2%åQ›æœ¬åœŸå…¬å?7å®Óž¼Œ¾U¦å 69.8%åQ›åœ¨53个样本中åQŒå…¬å…›_…¬å¸åŠå…¶åˆ†æ”¯æœºæž„的分布状况如下åQ?1.8%的公司在北京开设总部或分公司åQŒä¸Š‹¹·å 60%åQŒå¹¿å·žå 41.8%åQŒæˆéƒ½å 18.2%åQŒå†…地其他城市占16.4%。经˜q‡ç»Ÿè®¡å‘玎ͼŒæ— è®ºæ˜¯å›½é™…公兛_…¬å¸ï¼Œ˜q˜æ˜¯æœ¬åœŸå…¬å…³å…¬å¸åQ?ldquo;北上òq?rdquo;都是必争之地ã€?、中外公兛_…¬å¸çš„业务¾cÕdž‹æ¯”较æ€ÖM½“上说åQŒå…¬å…›_…¬å¸çš„四大业务¾cÕdž‹åQŒä¸­å¤–公司均有涉及。数据显½Cºï¼š¾U?5%的国际公兛_…¬å¸æä¾?ldquo;传播技术类服务”åQ›é«˜è¾?0%以上的国际公兛_…¬å¸æä¾?ldquo;传播½{–划¾cÀLœåŠ?rdquo;åQ?0%的国际公兛_…¬å¸æä¾?ldquo;专门™å¹ç›®æœåŠ¡”åQ?5%的国际公兛_…¬å¸æä¾?ldquo;专家诊断服务”åQ›åè§‚本土公兛_…¬å¸çš„业务¾cÕdž‹åQŒæ•°æ®æ˜¾½Cºï¼šæœ¬åœŸå…¬å…³å…¬å¸ä¸šåŠ¡¾cÕdž‹ä¸»è¦é›†ä¸­åœ?ldquo;传播技术类服务”åQŒçº¦æœ?5%åQ›è€Œå°‘äº?0%的本土公兛_…¬å¸æä¾?ldquo;传播½{–划¾cÀLœåŠ?rdquo;åQ›åªæœ?0%不到的本土公兛_…¬å¸æä¾?ldquo;专门™å¹ç›®æœåŠ¡”å’?ldquo;专家诊断服务”。也ž®±æ˜¯è¯ß_¼Œ¾~˜äºŽå›½é™…公关公司规模大、资本雄厚、技术完备等优势åQŒä»Žé«˜å±‚‹Æ¡å’¨è¯¢åž‹ä¸šåŠ¡åˆ°åŸº¼‹€ä»£ç†åž‹ä¸šåŠ¡ï¼šä¸“家诊断咨询服务、传播策划服务、专门项目服务、传播技术服务,几乎都被国际公关公司¾U›_…¥å…¶ä¸šåŠ¡èŒƒå›´ã€‚而本土公司则受限于规模、资本、技术设备以及äh力资源等条äšgåQŒé›†ä¸­åœ¨ä»£ç†åž‹ä¸šåŠ¡æ–¹é¢ã€?、中外公兛_…¬åæ€¸šåŠ¡èŒƒå›´æ¯”较咨询型业务体现在品牌的定位与管理,包括帮助企业制定各种长期的品牌宣传策略,或者针对专门项目,例如“企业危机½Ž¡ç†”ã€?ldquo;CSR”åQŒä»¥åŠä¼ä¸šç»è¥ç®¡ç†èµ\¾U¿çš„专业诊断åQŒè¿™ž®±æŠŠå…¬å…±å…³ç³»çš„功能从“传播沟é€?rdquo;上升åˆîCº†“咨询½Ž¡ç†”。代理型业务包括品牌½{–略的具体执行,比如各种¾U¿ä¸Šã€çº¿ä¸‹çš„‹zÕdŠ¨åQŒä¹ŸåŒ…括具体某一产品的市åœø™¥é”€å’ŒæŽ¨òq¿ï¼Œä»¥åŠä¼ä¸šæ–°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