摘 要

随着市场竞争的日益激烈，各个集团面临着机遇和挑战。集团的良好品牌形象不但能够使产品在更大的广度和深度上吸引消费者，还能更有效、更圆满地实现企业综合指标，公共关系的价值的意义也逐渐被企业所认可和重视。作为社会中主体的企业在日益激烈的竞争中如何正确处理好公共关系与企业的关系从而推动企业的发展也就显的十分重要。公共关系是企业一项重要的经营活动，它可以凌驾于生产、销售等企业其他基础活动之上，是企业与外部环境交流，以树立企业自身形象，争取更多用户的行为，是以推销本企业自身为基础的有效活动。目的在于研究集团公关和品牌的塑造对集团本身的影响，从而找出更加出色的，使集团或企业更长远发展的方案。

许多文献都以企业公共关系与营销方面来研究的，本文通过对海尔集团的公共关系的研究作为核心，从而能在集团体现上阐述了公共关系形象与品牌形象对将集团的重要性。

通过文章集中对海尔集团的公共关系营销与品牌形象塑造的研究，从而找出集团公关与品牌形象的塑造的重要性。我们可以得出以下结论：集团以消费者为中心，公共关系的增强就能提高客户满意度和忠诚度，从而给企业带来长久利益的一种应用和理念。公共关系营销可以有效提高市场效果，为能够调整内外部管理提供依据，从而大大提高企业的竞争力。

公共关系不是单一面的，它是一个复杂的网，企业内部与外部都需要这种公共关系营销。企业能够通过公关活动与消费者进行有效的沟通，树立品牌在消费者心目中的地位，从而能够与消费者建立长远而稳定的关系。对内的公共关系能使企业更加团结，使企业能够更坚定的发展。

论文探讨海尔集团的公共关系营销和品牌塑造，能够从中的出能够提高企业竞争力法宝。从而能学到更多企业发展的必要条件,成功实施公共关系与品牌塑造，能够有效地提高企业的核心竞争力。

关键词：公共关系；营销；品牌形象；塑造；海尔集团

Haier Group's marketing and public relations brand image

Abstract

With the increasingly fierce market competition, the various groups faced with opportunities and challenges. Group's brand image will not only be able to make good products to attract consumers in the greater breadth and depth, but also more effective and more successfully achieve their overall index, meaning the value of public relations is gradually being recognized and valued business. As the subject of corporate social in the increasingly fierce competition in how to correctly handle the relationship between public relations and enterprises so as to promote the development of enterprises was also very important. Public relations is an important business operations, it is above the production, marketing and other business activities other infrastructure, enterprise exchange with the external environment, in order to establish their own image, to attract more users to the behavior, based on the promotion of the their own effective activity-based. Study group aimed at influencing public relations and brand building for the group itself, and to find better, so that groups or companies are more long-term development programs.

Many documents are in corporate public relations and marketing to research Based on the Haier Group public relations research as the core, thus being able to articulate the public relations image and brand image in the group reflected on the importance of the Group.

Haier Group's focus on public relations and brand image marketing through articles in order to identify the importance of group public relations and brand image of. We can draw the following conclusions: The Group consumer-centric, enhance public relations can improve customer satisfaction and loyalty, and thus to bring the concept of an application and long-term interests. Public relations marketing can effectively improve the effect on the market, can be adjusted to provide the basis for the internal and external management, thus greatly improving the competitiveness of enterprises.

Not a single aspect of public relations, it is a complex network of internal and external public relations are in need of such marketing. Companies can conduct public relations activities through effective communication with consumers, build brand status in the minds of consumers, making it possible to establish long-term and stable relationship with consumers. Internal public relations to enable businesses to be more united, more determined so that enterprises can develop.

 Haier Group's paper examines the marketing and branding of public relations, which is able to improve the competitiveness of the magic. So that they can learn the necessary conditions for more business development. The successful implementation of public relations and branding, can effectively improve the core competitiveness of enterprises.

Key words: public relations; marketing; brand image; mold; Haier Group

目 录

1. 绪 论 1

1.1研究背景和意义 1

1.2研究的目的 1

1.3主要研究内容和思路 1

1.4国内外研究综述 1

2. 企业公共关系营销理论 5

2.1 企业公共关系营销的内涵 5

2.1.1 企业内部公共关系 5

2.1.2 企业外部公共关系 5

2.2 企业发展公共关系营销的支持 6

2.2.1 企业重视公共关系的原因 6

2.2.2 企业的发展与公共关系营销的关系 6

2.2.3 公共关系在企业发展中的常用手段 7

3. 海尔集团的公共关系活动 8

3.1 海尔集团的发展状况 8

3.1.1 市场需求  8

3.1.2 市场竞争情况 8

3.1.3 集团发展战略 8

3.1.4 集团文化 9

3.1.5 营销方式 9

3.2 公共关系在海尔集团表现的分析 9

3.2.1 海尔内部公共关系 10

3.2.2 海尔外部公共关系 10

4. 公共关系对海尔品牌形象的影响分析 11

4.1 品牌形象的概念及品牌形象对于集团的重要性 11

4.1.1 品牌知名度与认知度 11

4.1.2 品牌联想度与忠诚度 11

4.2 公共关系与品牌形象的塑造的关系 12

4.2.1 品牌战略与文化 12

4.2.2 品牌忠诚与关系资本 13

4.3公共关系塑造品牌的基本原则与策略 13

4.4公共关系对海尔品牌形象的影响 13

5. 集团公共关系活动存在的问题及改善建议 15