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1、基于網(wǎng)絡(luò)公關(guān)的企業(yè)品牌傳播策略研究TheStrategyResearchonEnterpriseBrandCommunicationBasedonNetworkPublicRelations論文作者:專(zhuān)業(yè)班級(jí):網(wǎng)絡(luò)營(yíng)銷(xiāo)121作者學(xué)號(hào):完成時(shí)間:2015年1月10日摘要隨著計(jì)算機(jī)技術(shù)與互聯(lián)網(wǎng)技術(shù)的飛速發(fā)展,出現(xiàn)了博客,微博,論壇、微信等一系列新的網(wǎng)絡(luò)媒體,相對(duì)于傳統(tǒng)的電視、報(bào)紙、雜志等媒體具有交互性與即時(shí)性,海量性與共享性,多媒體與超文本個(gè)性化與社群化等特性。在這些網(wǎng)絡(luò)媒體下,企業(yè)的網(wǎng)絡(luò)公關(guān)先得更加重要。本文將在網(wǎng)絡(luò)媒體的大環(huán)境下從危機(jī)公關(guān)的定義開(kāi)始,然后闡述企業(yè)品牌危機(jī)
2、公關(guān)的特點(diǎn)、,最后到如何具體的實(shí)施相應(yīng)的策略來(lái)說(shuō)明問(wèn)題。AbstractWiththerapiddevelopmentofcomputertechnologyandInternettechnology,theblog,micro-blog,aseriesofNewMediaForum,Micromessage,comparedwithtraditionaltelevision,newspapers,magazinesandothermediawithinteractivityandimmediacy,andsharingtechnology,multimediaandh
3、ypertextindividualandcommunitycharacteristics.Underthenewmedia,publicrelationscompaniestomoreimportant.Thispaperwillstartfromthedefinitionofpublicrelationscrisisunderthenewmediaenvironment,andthenexpoundsthecharacteristics,crisispublicrelations,andfinallyhowtoimplementthecorrespondingstr
4、ategytoillustratetheproblem.關(guān)鍵詞:網(wǎng)絡(luò)媒體品牌危機(jī)公關(guān)策略Keywords:NetworkMediaBrandCrisisPublicRelationsStrategies10目錄1引言..................................................................................................................................31.1選題背景..........................................
5、............................................................................31.2研究的目的..................................................................................................................31.3國(guó)內(nèi)關(guān)于網(wǎng)絡(luò)媒體環(huán)境下的危機(jī)公關(guān)研究............................................................32什么是危機(jī)
6、公關(guān).............................................................................................................43網(wǎng)絡(luò)媒體環(huán)境下危機(jī)的特點(diǎn)......................................................................................44網(wǎng)絡(luò)媒體環(huán)境下危機(jī)公關(guān)的策略.............................................................
7、................64.1企業(yè)要建立危機(jī)應(yīng)對(duì)團(tuán)隊(duì).......................................................................................64.2企業(yè)要建立危機(jī)監(jiān)控機(jī)制.......................................................................................64.3面對(duì)危機(jī)及時(shí)有效反應(yīng)......................................