浅论公共关系在现代企业营销中的作用  

On Public Relationship's Function in the Marketing of Modern Enterprises…

作　　者：夏庆安[1] 关珊[1] 

机构地区：[1]陕西青年职业学院,陕西西安710068

出　　处：《陕西青年职业学院学报》2014年第3期30-34,共5页Journal of Shaanxi Youth Vocational College

摘　　要：公共关系是提高企业形象竞争力的法宝,是现代企业市场营销中不可或缺的手段。许多企业在成功运用公共关系的实践中,都取得了明显的经济效益。面对今天市场经济全球化、市场竞争白热化的局面,公共关系运用各种沟通策略、传播手段、协调方法,使企业营销进入一种艺术化的境界。作为现代企业营销中的重要手段,公共关系再次印证了它对企业生存和发展的重要意义。文章通过对公共关系在市场营销中的作用及在现代营销中常用的公共关系工具进行初步的论述,旨在引起现代企业在营销过程中对公共关系的重视。Public relation is the talisman to improve enterprises ’ image and competency and the indispensable means in modern enterprise marketing .Many enterprises attained distinct economic efficiency in the successful practice of public relation .Confronting the situation of economic glo-balization and market incandescing competition , public relation could utilize communicative strate-gies, transference means , coordinating approaches to allow enterprises ’ marketing emerge an ar-tistic realm.As a critical means in modern enterprise marketing , public relation once again proved its significance for enterprises ’ survival and development .By briefly stated public relation ’ s func-tion in marketing and the common tools in contemporary marketing , the essay intended to inspire modern enterprise to execute priority in the process of marketing .

关 键 词：现代企业 市场营销 公共关系 公关工具 

分 类 号：G712[文化科学—职业技术教育学]