| | | | | 国外跨国公司如何搞好在中国大陆的公共关系 | | | 张大师;张玉坤 | | | 公共关系是被商业组织用来塑造形象的。好的公共关系是商业成功的法宝。跨国企业要立于不败之地必须要搞好公共关系。在中国大陆,跨国企业要处理好与当地语言、文化、法律等其他问题的关系,还要关注中国的开放政策和投资趋势,以便更好的适应并占有中国日益扩大的市场。在中国大陆,跨国公司应采取本土化策略,与中国经济发展相协调,促进中国的经济发展,增加就业,在成功处理好与当地公共关系的同时也能获取利润,达到双赢。
【作者单位】：中国传媒大学广告学院公共关系系 北京100024
(张大师);吉林化工学院图书馆 吉林吉林132022(张玉坤)
【关键词】：公共关系;跨国公司;中国大陆;文化;本土化
【分类号】：F276.7;
【DOI】：cnki:ISSN:1005-2992.0.2005-05-029
【正文快照】：
在经济全球化的背景下,卫星电视,电脑网络,电子邮件,移动电话等新科技将数字网络整合起来,国家间的联系更加紧密。跨国公司作为影响市场投资的宠儿,为了能够更好的适应和拓展市场,降低管理成本,增强竞争力等就必须搞好与当地的公共关系。中国大陆从改革开放以来经济迅速发展,成 | | |
| | |  推荐 下载CAJ全文  下载PDF全文 | | | CAJViewer7.0阅读器支持所有CNKI文件格式，AdobeReader仅支持PDF格式 | | | | MNCS' Public Relations in the Mainland of China | | | ZHANG Da-shi~1;ZHANG Yu-kun~2 (1.Dept.of Public Relations;Faculty of Advertisement;Communication University of China;Beijing City 100024;2.library of Jilin Institute of Chemical Technology;Jilin City 132022) | | | Public relations is the process used by businesses or organizations to present the most favorable image for them to the public.Good public relations are keys to the success of any business.MNCS(multinational corporations) must strive to make itself stand out in its particular field.Fundamentally,MNCS in the mainland of China are confronted with language,culture differences,law and other problems.In China MNCS' new focus on the opening and their investment tropism is to occupy and extend Chinese markets.They localize their production ,which makes them in harmony with Chinese economy in all sides,and gets tremendous benefits.At the same time,MNCS can also promote the development of Chinese economy,increasing the employment,attaining the purpose of win-win.
【Keyword】：Public relations;MNCS;The mainland of China;Culture;Local strategy |
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