在互动沟通视角下的企业形象传播研究

中国传媒大学硕士学位论文在互动沟通视角下的企业形象传播研究姓名：杜静申请学位级别：硕士专业：公共关系指导教师：齐小华20070701AbstractIntoday'smarketingenvironmenttherapiddevelopmentofthecommodityeconomyandtheincreasinglyfiercecompetitionmadecorporateimagemeanalottotheenterprisestoachievesuccess.Asonedealswithaverywidecomprehensivediscipline,thecontentsofcorporateimagereferstoallaspectsoftheoperation.Becauseofitshugeandcomplex,thedefinitionofcorporateimageisstillchanging.However,theimageisinseparablefromthecommunicationbetweentheinformationdisseminatorandthereceiver,andconsequently,thispaperattemptstodiscusscorporateimagespreadintheviewofinteractivecommunication.Basedontheanalysisofthepreviousdefinitionofcorporateimage,thisarticleaimstoexplorethemodalitiesandmechanismsofcorporateimagedisseminationintheviewofinteractivecommunication.Bythecombinationofinteractivecommunicationtheory,weputthisargumentationforwardcorporateimagetransmissionisaclosebusinesslinkswithinandoutsidethedisseminationofinformationcirculationmodel.Firstly,thearticleredefinescorporateimage,andthusthoroughlyexploreitsmeaningandexternalperformance;Secondly,thisarticleexpoundsthenewcorporateimagetransmissioncharacteristicsandsignificance;Finally,inthelightoftheaboveanalysisofcorporateimagecharacteristics,thispaperproposessomerelatedstrategies.KeyWord:CorporateImage,Transmission,InteractiveCommunication()111/CIS80CICI198812D19891.[M].,1997.6,9,2319902Abratt198921344CICIS5671995852.[M].,1991.7,13.3.CI[M].:,2001.3.4.[M].,1997.6,9,5.[M].:,2003.3,33.6.[M].,1996.9,102.7.[M].,1996.9,102.8.[M].:,1995.12,5.39,1011612219919.[M].,1998.12,12.10.CI[M].:,1999.6,14.11.[M].,1996.9,102.12.[J].4131998141113.[M].,1991.7,104.14.[J].1998.BIMIVIMIBIVI522000152161738090200528.436.125.818CICIS15.[J].2000.16194817...1997.18.2005[M]..2006.11,108-115.6CISCRMCICorporateIdentityVIBIMI??1919.[J]..20054.7892020.[M].,2005.1,16.1011121222321.[M].,1995.822.[M].,2002.6,164124JohariWindow233323··1341424344441AvisAvisisonlyNo.2inrent-a-car,sowhygowithus?Wetryharder13Avis42431444242524.[J].,2005.11226,52.25.[M].,1998.12,12.1551647217195226///26.[J].2005.1820CIMIVIBICICICI90Two-way-communicationwin-win2728627.[M]..2002.28.[M]..2002.1929GooglelabGoogle29B··,·H·.[M]..38,1999.20MicrosoftmsdntechnetWalMart200Disney218090/200554p4c22902005//need23KMS10000world3a241307730.[J].2000.2571a7-2babCIS7-17-22621CISCICIMIVIBICISCISCISCI2CRMCRMCRMCRMCRM27CRMCRMCRMCRMCRMCRM31331.[M]..2007,12.283CRM291302/313132CISMIVIBISI32.[M]..2000.32/Email23334POP35U-showyoga3620061358020063520135801709040303781383672239/3////40//AIDMA33AttentionInterestDesireMemoryAction/34/Focusgroup331898E.S.34198941424344424344451..[M].,1991.7.2..[M].,1996.9.3..[M].:,1995.12.4..[M].,1998.12.5..CI[M].:,1999.6.6..[J].7..[J].1998.8..2005[M]..2006.11.9..[M]..2005.06.10..[J]..20054.11..[M].,2002.6.12..[J].2005.13..[M]..2000.14...[M].2002.15.B··,·H·.[M]..1999.16..[M]..2007.461.20062006062.20062005200611