网络公关在塑造企业形象中发挥的作用研究

网络公关在塑造企业形象中发挥的作用研究
摘  要：信息时代，随着网络技术的发展，网络公关正受到企业的青睐，被不断应用到企业活动的方方面面。网络公关在协助企业与社会建立和谐关系的同时，也塑造了企业的形象。本文正是从网络公关的角度，结合企业常用的CI战略，来探讨网络公关在塑造企业形象中发挥的作用。尽管大多数企业仍然把网络公关作为技术手段使用，本文却认为网络公关更应该在企业战略层面发挥着作用。同时，企业在导入CI战略时，还应该与网络公关相配合去塑造企业形象。因此，本文分别从MI、BI、VI三个方面论述网络公关如何在塑造企业形象中发挥作用，并就国内企业应用网络公关的问题提出合理建议。本文期望借此探讨，能够使企业网络公关的作用更加鲜明突出，使企业更加关注网络公关在战略意义上的应用。
关键词：战略；管理；CIS；企业形象；网络公关

Abstract: With the development of network technology, network public relations is becoming popular among enterprises in the information age. And we can find the use of network public relations from many aspects of corporate actions. On one hand, network public relations helps build the harmonious relationship between the society and the enterprise. On the other hand, it helps build the corporate image. And this paper is researching how network public relations can build the corporate image with the strategy of Corporate Identity, from the perspective of network public relations. Even though network public relations has been used as technique in the majority of enterprises, this paper proposes that network should be used as the strategy of enterprise. Meanwhile, the enterprise should combine the strategy of CI with network public relations to build the corporate image. So this paper researches how to use network public relations to build the corporate image from the MI, BI, VI and puts forward the reasonable suggestions for domestic enterprises to make use of network public relations. We hope this paper can help make the use of corporate network public relations clearer so that the enterprise would be more concerned about the use of network public relations as strategy.
Keywords: strategy; management; CIS; corporate image; network public relations

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