互聯(lián)網(wǎng)公共關(guān)系的研究

電子商務(wù)論文編號(hào):DZ300  論文字?jǐn)?shù):14401.頁(yè)數(shù):22

互聯(lián)網(wǎng)公共關(guān)系的研究
目  錄
1 引言 1
 1.1 選題的背景 1
1.2 研究的目的和意義 1
1.3 研究的內(nèi)容和方法 1
2 初識(shí)網(wǎng)絡(luò)公共關(guān)系 2
2.1 網(wǎng)絡(luò)公共關(guān)系的概念 2
2.2 網(wǎng)絡(luò)公關(guān)興起的背景 3
2.3 網(wǎng)絡(luò)公關(guān)的發(fā)展歷程 4
3 網(wǎng)絡(luò)公共關(guān)系的結(jié)構(gòu)及形式 5
3.1 網(wǎng)絡(luò)公關(guān)的傳播方式 5
3.2 網(wǎng)絡(luò)公關(guān)的渠道及形式 6
4 網(wǎng)絡(luò)公關(guān)的優(yōu)勢(shì)及注意事項(xiàng) 7
4.1 網(wǎng)絡(luò)公關(guān)的優(yōu)勢(shì) 7
4.2 網(wǎng)絡(luò)公關(guān)應(yīng)注意的問(wèn)題 9
5 網(wǎng)絡(luò)公共關(guān)系研究中的實(shí)例分析 10
6 互聯(lián)網(wǎng)公共關(guān)系發(fā)展應(yīng)對(duì)策略匯總分析 13
結(jié) 束 語(yǔ) 17
致 謝 18
參考文獻(xiàn) 19

摘  要
在建立網(wǎng)絡(luò)公共關(guān)系應(yīng)注意的問(wèn)題：網(wǎng)絡(luò)公共關(guān)系建立的關(guān)鍵和核心都是“人”。這里包括兩層含義：第一，網(wǎng)絡(luò)公共關(guān)系的目標(biāo)是為了使企業(yè)親近受眾，樹立良好的企業(yè)形象和產(chǎn)品形象；第二，網(wǎng)絡(luò)公共關(guān)系是由人來(lái)策劃和實(shí)現(xiàn)的，因此對(duì)于公關(guān)活動(dòng)的主體——企業(yè)而言，擁有復(fù)合型的網(wǎng)絡(luò)人才是企業(yè)成功建立網(wǎng)絡(luò)公共關(guān)系的保障。組織可以在相關(guān)宣傳媒介上（如組織報(bào)紙、產(chǎn)品說(shuō)明書、產(chǎn)品宣傳活頁(yè)等）來(lái)推廣組織網(wǎng)站，這一時(shí)期，組織的網(wǎng)絡(luò)公關(guān)可以借助專業(yè)門戶網(wǎng)站或影響大的綜合性網(wǎng)站來(lái)進(jìn)行。企業(yè)在管理方面應(yīng)遵循幾點(diǎn)原則：（1）企業(yè)開展網(wǎng)絡(luò)公共關(guān)系必須建立廣泛的網(wǎng)絡(luò)媒體聯(lián)絡(luò)，及時(shí)發(fā)布信息。（2）企業(yè)進(jìn)行網(wǎng)絡(luò)公共關(guān)系活動(dòng)時(shí)應(yīng)注重與目標(biāo)受眾的雙向溝通，傳播的信息應(yīng)該真實(shí)可靠。（3）企業(yè)開展公共關(guān)系活動(dòng)時(shí)，必須從公眾利益出發(fā)，重視社會(huì)效益。（4）企業(yè)開展網(wǎng)絡(luò)公共關(guān)系活動(dòng)不能拋棄傳統(tǒng)的媒體。

關(guān)鍵詞  互聯(lián)網(wǎng)/網(wǎng)絡(luò)公共關(guān)系/公共關(guān)系

INTERNET PUBLIC RELATIONS RESEARCH

ABSTRACT
 Public relations in the establishment of the network should pay attention to the problem:The network of public relations on the key and core are "people". Here has two meanings: first, the network of public relations goal is to enable enterprises closer to the audience and establish a good corporate image and product image; second, the network of public relations is by people in planning and implementation, and therefore for the public relations activities of the main - enterprises with a complex network of talent is a successful networking business public relations protection. Advocacy organizations in the relevant medium (such as the Organization of newspapers, product manuals, product promotion loose-leaf, etc.) to promote the organization websit, during this period, the organization's network can make use of professional public relations portal, or high-impact integrated websites. Enterprises should be followed in the management of the following principles: (1) enterprises to develop the network of public relations must be to establish a broad network of media contacts, and timely distribution of information. (2) enterprises in the network of public relations activities should focus on two-way communication with the target audience, dissemination of information should be true and reliable. (3) Enterprise to carry out public relations activities, must be from the public interest, attention to Social benefits. (4) enterprises to develop network of public relations activities can not abandon traditional media.
                    
KEY WORDS  Internet, network of public relations, Public Relations