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1、1现代企业良好形象与公共关系【摘要】现代企业形象是现代社会商业文化很重要的组成部分，其含义是很丰富的，包涵内容也比较广泛。即包括商业企业内在素质要求，又包含了商业企业外延的表象。近年来，企业文化建设成为企业共同关注的一个课题。随着知识经济的发展，越来越多的企业意识到企业文化及其建设对企业的生存与发展具有极其重要的影响，甚至起着关键性的作用。现代企业形象和公共关系之间的关系也是至关密切的，公共关系是指通过一系列有效活动，树立企业的良好形象和信誉，以取得社会的理解和接受，博得群众的信任和支持，促进企业经营的发展。公共关系通常是采用信息传播得的方式，与社会公众进行双向沟通，协反映了社会或公众对企业联
2、系或支持的程度。在当今，社会主义市场经济的不断发展，作为一个现代的企业要想在对手如林的激烈竞争中生存和发展，就必须在社会各界公众的心中树立良好的企业形象。公共关系是一个企业运用传播手段，使自己与公众建立双向平衡1 ，互相了解和互相适应的关系，以达到效果最优的目的。企业形象如同个人形象一样，是企业对外部的一个整体映像，要正确认识和开展公共关系活动，塑造企业良好形象，则是这个关键中的核心部分,正因为如此，公共关系也日益受到重视。关键词：现代企业形象 公共关系 企业的生存 消费者企业文化2Good image and public relation of modern enterpriseCorpo
3、rate image is an important part of modern commercial culture, and its meaning is very rich, inclusive of content is also more extensive. That is, including the internal quality requirements of commercial enterprises, but also includes the appearance of commercial enterprises extension. In recent yea
4、rs, the construction of corporate culture has become a common concern of enterprises. With the development of knowledge economy, more and more enterprises realize that corporate culture and its construction have a very important influence on the survival and development of enterprises, even play a k
5、ey role.The relationship between corporate image and public relations is very close, public relations is through a series of effective activities, establish a good corporate image and reputation, to achieve social understanding and acceptance, to win the trust and support of the masses, promote the
6、development of enterprise management. Public relations are usually conducted in a manner that is communicated by information and communicated with the public in a manner that reflects the degree of social or public connection or support to the enterprise.At present, the development of socialist mark
7、et economy, the survival and development of competition as a modern enterprise to 3rivals such as forest, we must establish a good corporate image in the public mind. Public relations is an enterprise using communication means, so that they and the public to establish a two- way balance 1, mutual un
8、derstanding and mutual adaptation of the relationship, in order to achieve the best effect. As an individual image, corporate image is an overall image of an enterprise. It is the core of this key to correctly recognize and develop public relations activities and to shape a good image of the enterpr
9、ise. Because of this, public relations have been paid more and more attention toKey words: corporate image, public relations, survival of enterprise, consumer, enterprise culture e 目目 录录1 1、研究背景及其目的、研究背景及其目的2 2 、现代企业良好的形象以及公共关系的定义、现代企业良好的形象以及公共关系的定义2.1 现代企业形象的概念 .42.2 现代企业形象的外部环境因素.52.3 公共关系的概念 .62.
10、4 公共关系与现代企业形象.62.5 良好的现代企业形象的表现.642.6 树立良好现代企业形象的作用.72.7 建立良好的现代企业形象的社会效果.83 3 、现代企业良好形象与公共关系之间的现代联系、现代企业良好形象与公共关系之间的现代联系3.1 现代企业良好形象是企业文化建设的核心.93.2 公共关系与现代企业形象的联系.93.3 现代企业形象通过公共关系的传播途径.103.4 公共关系塑造企业形象的途径.103.5 公共关系与现代企业形象的现状分析.113.6 我国公关发展的优势 .113.7 我国公关事业存在的问题.113.8 我国现代企业形象塑造的误区 .123.9 现代企业良好形象与公共关系相结合.134 4、运用公共关系进行现代企业形象的树立、运用公共关系进行现代企业形象的树立4.1 建立良好的现代企业形象是企业建设的核心 .144.2 提高企业认知度和美誉度 .144.3 营造协调的内部发展环境 .154.4 危机公关 .15结束语结束语 .17谢辞谢辞 .
