摘要：公共关系本质是一种管理艺术，它不仅要求内部统一还要外部发展。公共关系利用沟通的方式建立企业与公众的信任关系，促使企业实现其盈利目标。早在20世纪30年代的美国西方公共关系的报纸运动就已经产生。公共关系成为综合营销传播的重要组成部分，这都是由于现代营销理念的改变所导致，公共关系危机管理理论也表明，它在现代企业营销的实践过程中变得越来越重要。借助媒体向公众展现企业的使命以及价值观，打造一个良好的企业形象，有效增加公众对于一个企业的产品或者服务的信任度。在当前市场经济全球化和市场竞争如此激烈的这样的一个大环境下，公共关系理论和危机管理再次证实了企业生存发展的重要性。71810

本文以市场营销层面研究公共关系，分别在概念、内容和运作原则三个方向对公共关系与危机管理进行了精心整理分析。在对理论本身进行深入探讨的基础上，以双汇公司为例，分析其案件，更加彻底分析公共关系所蕴含的意义，确定公共关系和危机管理无可替代的重要作用，进而对公共关系进行针对性分析并赋予其具有时代性的意义。最后，利用双汇的案例分析，得出有关结论。

本文旨在结合双汇公司的实际经验，分析公关理论在企业中的实际用途，希望能够将公共关系与市场营销进行结合，完成现在所从事工作。 

毕业论文关键词：公共关系；危机管理；企业形象 

The Role of Public Relations in Enterprise Marketing

Abstract: The nature of public relations is a kind of management art, which not only requires internal unity but also external development. It emphasizes the use of communication means to enable enterprises and the public to establish a relationship between mutual understanding and trust, and then complete the promotion of business goals. In the 1930s, the Western public relations newspaper movement appeared in the United States. Public relations has become an important part of integrated marketing communication. This is due to the change of modern marketing idea. Public relations crisis management theory also shows that it is becoming more and more important in the practice of modern enterprise marketing. With the media to the public to show the mission and values of enterprises, to create a good corporate image, effectively increase the public for a business product or service trust. In the current market economy globalization and market competition is so intense in such a big environment, public relations theory and crisis management once again confirmed the importance of enterprise survival and development.

In this paper, the public relations in the marketing theory as the object of study, first of all from the concept, content, operational principles of the three aspects of public relations and crisis management were carefully analyzed. On the basis of the in-depth study of the theory itself, taking Shuanghui as an example, it analyzes the meaning of public relations, determines the irreplaceable important role of public relations and crisis management, and then puts forward the relationship of public relations Sexual analysis and give it a sense of the times. Finally, the use of Shuanghui case analysis, draw the relevant conclusions.

This paper aims to combine the actual experience of Shuanghui company， analyze the practical use of public relations theory in the enterprise， hoping to combine public relations with marketing to complete the work now.

Keywords: Public relations；Crisis management；Corporate image 

目录

一、 绪论 1

(一) 研究的背景和意义 1

1.