DZ集团媒体关系管理策略研究

上海交通大学硕士学位论文DZ集团媒体关系管理策略研究姓名：贾惟姈申请学位级别：硕士专业：工商管理指导教师：顾孟迪20080113MBADZ220071127MBADZ32007112720071127MBADZ4DZDZDZDZMBADZ5THERESEARCHOFDZGROUPONMEDIARELATIONSHIPMANAGEMENTSTRATEGYABSTRACTThesmoothnessandefficiencyoftheinformationcommunicationsofacorporationislargelydependedonwhetherthecorporationisabletoobtainrecognitionfromthepublicandwhetheritiscapableofwinningabetteroperationenvironmentandgrowthspaceinthefiercecompetitionofitsindustry.Inaninformationsocietywheredataandinformationiscommunicatedinspeed,themediaareexertingincreasinglygreaterinfluenceonthepubliclife.Forcorporationstherefore,toimplementeffectivemediarelationshipmanagement,tobuildupgoodmediarelationsandtoavoidorresolvecorporatecrisesarekeytotherealizationofstrategicgoalsofthecorporation.ThedissertationendeavorstoanalyzeindepththecurrentmanagementMBADZ6systemofmediarelationsofDZgroupandtopointoutitsadvantagesaswellasweaknesses.Furthermorewiththecoreofthestrategyadjustmentofthegroup,thedissertationanalyzesthecharacteristicsandcompetitionstructureofthekeybusinessesofthegroupand,incombinationwiththeevolutionofmediacommunicationmodelandthechangesofmajorcompetitorsinmanagementofmediarelationship,thedissertationputsforwardsixsuggestionsintermsofmanagementsystemofmediarelationshipofthegrouptobeinlinewiththegroupstrategies,namelyadjustmentofmanagementstructure,focusoncorefunctions,buildingupofteamstrengths,improvementofevaluationsystem,implementationofmediaeducationandstrengtheningofthestudiesoncrisis.KEYWORDS:publicrelations,mediarelations,communicationsstrategyMBADZ11DZ20DZDZDZMBADZ1211.11.235MBADZ131.31.3.11.3.2MBADZ14()30001.3.3MBADZ1520077787161.4DZ20DZMBADZ162DZ2.1DZ2.1.119881219927DZ19881224DZ100DZ200322.1.2199271999819927DZDZAB1.51500199361995119961010.5122.1.31999820066MBADZ17901999DZ7DZDZDZ5DZ9000DZ2.1.420066DZ4DZ1999DZ58%20%6%16%1(2007630)FIGURE1DZgroup’sgrossassetportfolio(AsofJune30,2007)MBADZ182.2DZDZDZDZDZDZDZDZ1988DZVIDZDZ2.2.1DZMBADZ1919892006DZ2006100021%DZDZDZDZDZ1999260DZ199919992006406071000200400600800100012001989199019911992199319941995199619971998199920002001200220032004200520061232:FIGURE2ThenumberofDZGroup’syearlypositivereportsMBADZ200204060801989199019911992199319941995199619971998199920002001200220032004200520062.2.2DZDZ200759DZDZ:FIGURE3ThenumberofDZGroup’syearlynegativereportsMBADZ2111600%180%DZ01002003004005006007005115115202.3DZ2.3.1DZ4DZFIGURE4ThenumberofinquireandsubscribecallsofDZMovingafterPressconferenceMBADZ222.3.2123DZ5FIGURE5ManagementsystemofDZgroup’smediarelationshipMBADZ232.4DZDZ2.4.11DZSMG990ChinaDailyShanghaiDaily102DZ378XMMBADZ24DZ200771500DZDZDZDZ1513DZ2/////6FIGURE6NetworkofDZGroup’smediarelationshipMBADZ25DZ2007DZ3/20064DZ2006MBADZ262.4.217FIGRUE7TheprocessofimportantinformationmonitoringMBADZ27DZ2DZDZDZ31500MBADZ284DZ20062006DZDZDZ30DZ7DZ72301277MBADZ293DZ2.4.3DZ1DZDZDZDZ2MBADZ30471012.5DZ2.5.1123452.5.21234MBADZ31567MBADZ323DZ3.13.1.12006DZ20082010DZDZDZDZ10GDP3.1.2DZ1DZMBADZ3320100-200500200420066199810/311/332/2.1/6-8%MBADZ3430004300065%DZ900021%19971545+DZDZDZDZMBADZ3519978500DZDZDZDZ102DZVolkswagenDZVolkswagenVolkswagenDZDZVolkswagenDZMBADZ36DZ200610005201010DZMBADZ37DZDZ199320003000DZDZ500DZDZDZ4SDZDZDZDZ2MBADZ385106%1%40%MBADZ39DZDZ2000DZDZMBADZ40DZDZ3DZDZ118DZDZ3.1.3DZDZ1DZDZ2MBADZ413DZ4DZ3.2DZ3.2.111984DHaroldD.Lasswell5WWhoSaywhatInwhichchannelTowhomWithwhateffectMBADZ425W285WFIGURE8Lasswell’s5WandtheessentialfactorsofcommunicationmodelMBADZ433.2.2PDAMP4129FIGURE9CommunicationchannelofcompanyandconsumersthroughthetraditionalmodelMBADZ44345678MBADZ4530001Table1CommunicationmodelcomparisonbetweentraditionalmediaandnewmediaMBADZ463.2.312004About.comMSNBC.com10FIGURE10CommunicationchannelofcompanyandconsumersthroughthenewmodelMBADZ47NewCenturyNetwork9200AutoWeb235%42.4%353MBADZ48163.2.4DZ13040MBADZ492343.3DZ3.3.1MBADZ50DZDZDZDZ2006DZDZDZBSQS2007BS20078BS10BS3.3.2DZ1MBADZ51DZJJDZDZ2SOHOSOHOSOHO3.3.3DZMBADZ521DZDZDZ2DZ20DZMBADZ534DZDZ4.14.1.11DZ2MBADZ544.1.211FIGURE11NewmanagementsystemofDZgroup’smediarelationshipMBADZ554.2DZDZMBADZ564.3DZ5-6MBADZ574.44.4.112MBADZ581:1--100%124.4.24.588MBADZ591888DZIT4.6DZMBADZ60MBADZ61MBADZ62[1]20044415-16[2]20075-31[3]2006[4](4)2006126[5]20076654-55[6]MaureenTaylorDanielleC.PerryDiffusionoftraditionalandnewmediatacticsincrisiscommunicationPRREVIEWJune2007,Pages209-217[7]200788[8]200755[9]200733[10]LevGrossmanTime'sPersonoftheYear:YouTIME,Dec.13,2006[11]ØyvindIhlenBettekevanRulerHowpublicrelationsworks:TheoreticalrootsandpublicrelationsperspectivesPRREVIEWMarch2007,Pages243-248[12]W.TimothyCoombsCrisisandriskcommunicationspecialsectionintroductionPRREVIEWJune2007,Pages113MBADZ63900102MBAMBAMBADZ64[1]20077155-156DZ集团媒体关系管理策略研究作者：贾惟姈学位授予单位：上海交通大学本文链接：授权使用：上海海事大学(wflshyxy)，授权号：b7923820-bacb-4b1d-a67c-9e26005ab6ed下载时间：2010年11月6日