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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">2019-08-09 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>「危机公兛_œ¨¾Uѝ€èµ°å‡ºåŽ»ä¼ä¸šçš„国际公兛_’Œå›½å†…公关一样也要重视社会组¾l‡ï¼ˆä¼ä¸šè‡ªèínåQ‰ã€å…¬å…±å¯¹è±¡ï¼ˆå…¬ä¼—åQ‰ã€ä¼ æ’­è¿™......</p></div> </div> </div> <div class="article-content fontSizeSmall BSHARE_POP"> <div><p style="align:center;width:400px;"><img src="/uploads/allimg/190809/1H91U237-0.jpg"></p></div>「危机公兛_œ¨¾Uѝ€èµ°å‡ºåŽ»ä¼ä¸šçš„国际公兛_’Œå›½å†…公关一样也要重视社会组¾l‡ï¼ˆä¼ä¸šè‡ªèínåQ‰ã€å…¬å…±å¯¹è±¡ï¼ˆå…¬ä¼—åQ‰ã€ä¼ æ’­è¿™ä¸‰ä¸ªå±žäºŽå…¬å…³ä¸šåŠ¡èŒƒå›´çš„要素,目的是äؓ了本企业的生存与发展。不同的是,场景、公共对象、国家的政治、经‹¹Žã€æ³•å¾‹åˆ¶åº¦ã€æ–‡åŒ–背景等发生了变化。尤其是公关业务三要素中的公共对象发生了特别的变化,面对的公共对象可以笼¾lŸåœ°æ¦‚括ä¸?ldquo;å¯ÒŽ–¹å›½å®¶”。走出去企业和在国内¾lè¥çš„企业相比,在其¾lè¥ç›®çš„相同åQŒä½†å¯¹è±¡å´ä¸åŒçš„情况下,仍然需要通过传播、沟通、塑造åŞ象、åã^衡利益、协调关¾p…R€ä¼˜åŒ–社会心理环境,½{‰æ‰‹ŒD‰|¥èµ¢å¾—¾ŸŽèª‰òq¶åª„响公众,其最¾lˆçš„目标是获取认可与支持åQŒä»¥å®žçŽ°æœ¬ä¼ä¸šçš„生存、发展。一个企业在国外能否落地生根åQŒèŽ·å¾—顺利发展,关键要看能不能得到对方国家的认可åQŒå¯¹æ–¹å›½å®¶è®¤å¯ä¸Žå¦ã€‚其认可的程度,直接和企业的国际公关能力相关联,而国际公兌™ƒ½åŠ›çš„高低åQŒå…³é”®åœ¨äºŽæ–‡åŒ–整合的功夫。因此,国际公关与文化整合是走出åŽÖM¼ä¸šéœ€è¦é¢å¯¹çš„重要è¯ùN¢˜åQŒä¸‹é¢æˆ‘们就从国际公兛_’Œå›½é™…文化整合的角度来探讨走出åŽÖM¼ä¸šçš„生存发展之道。对方国家的认可 å¯ÒŽ–¹å›½å®¶å…¬å…±å¯¹è±¡çš„认可包括对方合作伙伴的认可åQŒå¯¹æ–ÒŽ”¿åºœç­‰å›½å®¶æœºæž„的认可,舆论、知识精英、社会团体的认可åQŒåˆ©ç›Šé›†å›¢çš„认可åQŒåœ°åŒºæ°‘众的认可åQŒæ¶ˆè´¹è€…的认可½{‰å› ç´ ã€‚这些认可因素可以看作是一个相互联动的有机整体―对方国家的公众åQŒä»–们对于外来企业的成功与否发挥着整体的制¾U¦ä½œç”¨ï¼Œä½†æ˜¯åQ?其中的各个因素在发挥作用æ—Óž¼Œ˜q˜æœ‰æ‰€ä¸åŒã€?、对方合作伙伴的认可åQŒå¾€å¾€æ˜¯ä¸€ä¸ªä¼ä¸šè¿›å…¥è¿™ä¸ªå›½å®¶çš„入门条äšg。有了对方合作伙伴的合作、接¾U³ä¸Žå¼•èµ\åQŒæ‰èƒ½å¼€å¯è¿™ä¸ªå›½å®¶çš„大门åQŒä»Žè€Œè¿›å…¥åˆ°˜q™ä¸ªå›½å®¶ä»Žäº‹å¼€å‘经营事业。对方合作伙伴的认可不仅是对方企业的高层领导åQŒä¹ŸåŒ…括参与合作å¯ÒŽ–¹ä¼ä¸šçš„中下层员工。这¿Uè®¤å¯å¯¹äºŽä¼ä¸šçš„发展臛_…³é‡è¦ã€?、对æ–ÒŽ”¿åºœç­‰å›½å®¶æœºæž„的认可,是一个企业落地扎根的基础。没有对方国家给予的开发经营资质、政½{–上的许可等åQŒå°±éš¾ä»¥çœŸæ­£å¼€å±•ç›¸å…³çš„事业åQŒå› æ­¤ï¼Œ˜q™æ˜¯èµ°å‡ºåŽÖM¼ä¸šå…¬å…³äº‹ä¸šæ‰€è¦é¢å¯¹çš„重要兛_£ã€‚同æ—Óž¼Œåœ¨å¾—到对方国家政府部门相关的许可和政½{–以后,也不½{‰äºŽå¯ä»¥ä¸€åŠÏx°¸é€¸åœ°è§£å†³é—®é¢˜åQŒå¾ˆå¤šåŽ¾l­å·¥ä½œè¿˜éœ€è¦å¯¹æ–¹å›½å®¶æ”¿åºœéƒ¨é—¨çš„配合、支持,失去了这一因素åQŒåœ¨å›½å¤–¾lè¥çš„企业将寸步难行。同æ—Óž¼Œå›½å®¶æœºæž„也åƈ不意味着仅仅是中央或者地方行攉Kƒ¨é—¨ï¼Œ˜q˜åŒ…括对方国家的国家议会、地方议会等制约机构。中国铝业在­‘Šå—的开发项目遭到叫停,ž®±å’Œ­‘Šå—国会的反å¯ÒŽœ‰å…Ÿë€?、舆论、知识精英、社会团体的认可åQŒè¿™¿Uè®¤é—´æŽ¥ã€å¤–层认可的特点åQŒä¹Ÿž®±æ˜¯è¯ß_¼Œå®ƒçš„重要性比å¯ÒŽ–¹æ”¿åºœ½{‰å›½å®¶æœºæž„的认可要低åQŒä½†ä¹Ÿä¸æ˜¯å¯æœ‰å¯æ— ï¼Œä»¥çŸ¥è¯†ç²¾è‹×ƒØ“ä¸ÖM½“的舆论氛围烘托能够对国会åQŒæ”¿åºœæœºæž„的议案和决定äñ”生很大的影响ã€?、利益集团的认可åQŒå¯¹æ–¹å›½å®¶åˆ©ç›Šé›†å›¢çš„认可也很重要åQŒå…¶ä¸­åŒ…括获益的利益集团和遭遇竞争或受到损害的利益集团两个方面。能够因为本企业的投资、äñ”品而获利的å¯ÒŽ–¹å›½å®¶åˆ©ç›Šé›†å›¢å’Œå—到损å®Ïxˆ–竞争的利益集团,他们在对方国家的影响力、公兌™ƒ½åŠ›ï¼Œå…³ç³»åˆ°èµ°å‡ºåŽ»ä¼ä¸šçš„生存和发展。在20 世纪90 òq´ä»£åQŒç¾Žå›½æ¯òq´éƒ½ä¼šå®¡æŸ¥å¯¹ä¸­å›½çš„最惠国待遇åQŒæ­¤æ—¶å³ä¼šé­åˆîC¸Žä¸­å›½ä¼ä¸šç«žäº‰çš„厂商以及代表劳工的工会½{‰åˆ©ç›Šé›†å›¢çš„反对åQ›ç›¸åï¼Œåœ¨ä¸­å›½æœ‰æŠ•èµ„åQŒåœ¨ä¸­ç¾Žè´¸æ˜“中得到利益的¾ŸŽå›½åŽ‚商都支持给予这¿Uå¾…遇ã€?、地区民众的认可åQŒä¸»è¦æ˜¯æŒ‡èµ°å‡ºåŽ»ä¼ä¸šæŠ•èµ„或经营的主要场所所在地的居民对自己切èín感受的表达。如果他们觉得这个外来企业损害了他们的利益,那很可能是群赯‚€Œæ”»ä¹‹ï¼Œé‡åˆ°˜q™ç§æƒ…况企业卛_¾ˆéš„¡«™½EŒ™„šè·Ÿï¼›åä¹‹åQŒå¦‚果给他们带来了好处,则会交口赞誉。这些对企业的生存发展十分重要ã€?. 消费者的认可åQŒå¯¹ä¼ä¸šæ¥è¯´˜q™æ¬¡æ˜¯æœ€æ ÒŽœ¬çš„认可。当ç„Óž¼Œæœ‰äº›èµ°å‡ºåŽÈš„资源型企业,其消费者不在国外,而在国内åQŒäñ”品要˜qå›žå›½å†…销售。在˜q™ç§æƒ…况下,对于消费者则不需要国际公兟뀂但也有一些企业要直接面对当地市场和消费者,˜q™æ ·ä¸€æ¥ï¼Œ 消费者就成äؓ重要的国际公兛_¯¹è±¡ï¼Œå…¶ç”Ÿäº§å’Œé”€å”®çš„产品必须获得消费者的认可。否则,企业ž®†æ— æ³•ç”Ÿå­˜å’Œå‘展。国际公关与文化整合的必要æ€?走出åŽÖM¼ä¸šåœ¨å¾—到å¯ÒŽ–¹å›½å®¶è®¤å¯çš„过½E‹ä¸­¾lå¸¸ä¼šé‡åˆ°å„¿Uå„æ ïLš„障碍åQŒå…¶é—ß_¼Œæ”¿æ²»ã€ç»‹¹Žã€æ³•å¾‹åˆ¶åº¦å’Œæ”¿ç­–是一大方面,而另一斚w¢çš„éšœ¼„å°±æ˜¯æ–‡åŒ–,文化的障¼„åŠ å¤§äº†èµ°å‡ºåŽÖM¼ä¸šå¾—到认可的隑ֺ¦ã€‚以下五个案例,大家可以从中看到公关、文化对于企业经营的重要性。案例一åQšTCL 集团股䆾有限公司2003 òq´æ”¶è´­äº†æ³•å›½å…¨çƒå æ®ä¸–界彩电市场10% 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