基于营销道德的企业公共关系模式构建  

The Public Relations Mode Construction of Corporate Based on Marketing Ethics

作　　者：刘晓娜[1] 刘先涛[1] 

机构地区：[1]西南石油大学,成都610500

出　　处：《价值工程》2011年第33期113-114,共2页Value Engineering

基　　金：四川省哲学社会科学"十一五"规划项目(项目编号:SC10E028)

摘　　要：公共关系的形象价值、诚信价值、沟通价值以及创新价值在企业经营过程中发挥着无可替代的作用。企业在营销道德的约束下综合考虑全局利益制定、实施营销和公关战略,通过道德营销传播双向对称信息能有效的构建企业公共关系。从而为企业长期稳定的发展营造宽松的内外部环境。The image value, integrity value, communication value and innovation value of public relations play an irreplaceable role in the management procession. It is under the restraint of marketing ethics that the corporate makes and implements marketing strategies and public relations strategies. And it is an effective way to construct the public relations of corporate by two-way symmetrical information communicating in ethical marketing. So, the new mode can creates a more looser internal and external environment for the long-term stability development of a corporate.

关 键 词：营销道德 公共关系 公众 

分 类 号：F274[经济管理—企业管理]