网络公共关系研究

论文编号:DZ271  论文字数:8315.页数:14

摘  要

 网络公共关系从1984年美国伟达公关公司入住中国市场算起有25年历史了，同以往的各类行业相比属于新兴行业。得益于互联网的迅猛发展产生了一个新的平台--网络公共关系。由于兴起的历史很短并且伴随互联网的发展而时时变化，虽然网络公共关系目前还是不成熟的，但是它的重要性还是有目共睹的。在目前网络垃圾信息狂轰乱炸的环境下，很多人都开始对网络广告失去信任甚至产生反感，与此相反，网络公共关系却得以快速发展，无论是新兴的网络小店还是网络企业公司乃至各业各类巨头只要能和电子商务联系上，网络媒体都可以很好的塑造组织或者企业的良好形象，帮助目标群体了解自己想要展示的一面，同时促进企业的服务或者产品的销售，或者解决各种难题。作为一种新兴行业，网络公共关系发展还面临许多问题，本文重点研究了网络公共关系和传统公共关系的区别、网络公共关系的内涵、网络公共关系的发展之路等。
                             
关键词  网络公共关系/电子商务/网络媒体

Internet Public Relations Research

ABSTRACT

Internet Public Relations Since 1984, the U.S. public relations firm Hill & Knowlton arrival date in China, 25-year-old. Compared with the past, various types of industries are emerging industries. Benefited from the rapid development of the Internet created a new platform - Network Public Relations Since the rise of a short history and is accompanied by constant changes in the development of the Internet, although the network is still immature and Public Relations. However, its importance is obvious. In the current environment of Internet spam indiscriminate aerial bombardments, many people began to lose confidence in online advertising and even disgusted with. In contrast, the network has been the rapid development of public relations, whether it is the emerging network of shops or network enterprises as well as the industry giants as long as all kinds of contacts and e-commerce, the Internet media can be a very good shape good organization or business image of the target groups to help understand their side you want to show the same time promote the businesses and the sale of services or products, or deal with various problems. As an emerging industry, the network of public relations still faces many problems, this paper focuses on the network of public relations and the traditional distinction between public relations, the network of public relations content, the network of public relations and other development road.
 
KEY WORDS   Internet Public Relations / E-Commerce / Online Media

目  录

中文摘要……………………………………………………………… Ⅰ
英文摘要……………………………………………………………… Ⅱ
1 引言…………………………………………………………………  1
2  网络公共关系的理论综述………………………………………   2
3  网络公共关系的传播方式………………………………………   5
结  论………………………………………………………………    9
致  谢………………………………………………………………   10
参考文献……………………………………………………………   11