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当今,世界公共关系已走过百年历程。而作为舶来品,中国的公共关系伴随着我国改革开放,从无到有,亦走过20载春秋,步入蓬勃发展时期。中国经济的快速发展,吸引了大批国际公关公司先后进入中国市场。市场是无情的,适者生存、物竞天择。国际公关巨头的抢滩、本土公关公司的崛起,使众多中小型国际公关公司面临着与同业争夺市场的激烈竞争。在这样一个机遇与挑战并存的形势下,中小型跨国公关公司如何以自身的国际化优势,创建有别于大型国内外公关公司的在华发展策略呢?
Today, the world public relations has come a century-old journey. As a foreign product, China’s public relations accompanied by China’s reform and opening up, from scratch, but also through 20 years of spring and autumn, entered a booming period. China’s rapid economic development has attracted a large number of international public relations companies have entered the Chinese market. The market is ruthless, the survival of the fittest, natural selection. The international public relations giants beachheads, the rise of local public relations companies, so many small and medium-sized international public relations companies face competition with the industry in the fierce competition in the market. Under the circumstance that such opportunities and challenges coexist, how can small and medium transnational public relations companies create their own strategies of development in China different from those of large-scale domestic and foreign public relations companies with their own international advantages?