Abstract

Under the impact of economic globalization, companies at home and abroad are increasingly engaged in cross-border activities. Public relations(P.R.), with its irreplaceable role in the establishment of a good image, is attracting greater concerns. Usually, P.R. is taken as an effective tool to influence public opinions, build goodwill, and realize a sound reputation for an organization. This thesis will center on the roles of P.R. and highlight some pragmatic approaches that are essential to help enhance corporate image.
The thesis is divided into five parts: the first part serves as an introduction and includes both the purpose as well as the background of this study. The second part consists of an outline and definition of P.R. In part three, an example is put forward to explain theories of P.R. in a detailed way. In addition, there is also a rather comprehensive analysis on how P.R. enhances corporate image. Referring to part four, it is the most important part of this thesis and specifies concretely how a company can improve its image and in this regard, the necessity of drafting appropriate policies is stressed. Finally, a conclusion is drawn based on the previous studies.

Key Words:  Public relations  corporate image  JDB Group  P.R. strategy Social Responsibility

摘  要

随着经济全球化的日渐深入，越来越多的国内外企业积极参与到跨国经营中来。公共关系作为帮助企业提升整体形象的有效手段，成为企业与外部建立联系、传递信息并从而争取更多客户的有效途径，强化公共关系的管理往往能够使企业更快地达成其战略目标。本研究通过对公共关系的综合阐述，探析现代企业应该如何制定、实施恰当的公共关系策略以提升形象并实现可持续发展。
本篇论文从五个方面展开论述：首先，引言部分对研究所涉及的目的以及背景加以了概要的介绍。第二部分探讨了公共关系的含义、分类及其作用。第三部分着重分析了公共关系对于提升企业形象所发挥的重要意义；此外，还就如何树立正面的企业形象进行了较为全面的阐述。第四部分是本论文的核心，它通过引用实际的案例来总结并探讨企业怎样具体运用公共关系这一职能来改善形象并强化竞争优势。最后，论文在总结研究意义的基础上对未来作了展望。

关键词：公共关系  企业形象  加多宝集团  公关战略  社会责任

1 Introduction
Under the impact of economic globalization, companies at home and abroad are increasingly engaged in cross-border transactions. As a result, the overall international market has become highly competitive, which in turn compels these firms to sharpen their competitiveness so as to stand firmly. In the combat against competition, one particular area has been attracting growing concerns and it is public relations (P.R.). Public relations, as the name suggests, is a business function that helps with the establishment of sound relationships with the public, especially customers. To have that end achieved, what companies have to do is to take diverse measures in order to enhance their image. In this regard, if they can also manage to draft appropriate strategies that guide the implementation of these measures, then the outcome will be more encouraging.