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从某种角度而言,公共关系可以说是商品经济高度发展过程中的产物,不仅能够有效帮助企业和公众沟通、相互协调,以及缓和亦或是化解两者之间存在的诸多矛盾。从而获得公众对企业的理解与支持,树立起良好的形象与信誉度。进一步增强企业的国际市场竞争力,最大限度的发挥公共关系在企业市场营销中的巨大作用。本文在此基础上谈论了公共关系与市场营销的内涵,探讨了前者在后者中的地位。同时深入剖析了公共关系在国际市场营销中发挥的作用,并研究了国际市场营销中公共关系的应用。
In some ways, public relations can be said to be the product of a highly developed commodity economy. It can not only effectively help businesses and the public communicate and coordinate with each other, but also ease and resolve many contradictions between the two. In order to gain public understanding of the business and support, establish a good image and credibility. To further enhance the competitiveness of enterprises in the international market, maximize the public relations in the enterprise marketing a huge role. Based on this, this article discusses the connotation of public relations and marketing, discusses the former status in the latter. At the same time, it deeply analyzes the function of public relations in international marketing and researches the application of public relations in international marketing.