摘要在经济迅速发展的信息时代，企业的发展越来越离不开公共关系的支持。作为当今企业的一项重要管理职能，多数企业都从公司战略高度的位置上制定了公共关系策略，公共关系在联系企业与内外部公众中也起到了纽带的作用。本文以麦德龙中国企业管理中公共关系发挥的作用为研究对象,通过分析麦德龙中国公司对公共关系客体中员工关系、顾客关系、媒介关系的认知与处理方法，发现麦德龙在中国的公共关系传播中存在的问题，并且把相关的公共关系理论联系麦德龙目前的实际情况，针对性地提出解决的对策。本研究旨在帮助麦德龙中国公司重视公共关系，并在此基础上制定合理的公关策略，通过公关传播的影响力，以达到在公众心目中树立良好企业形象的目的。42657

毕业论文关键词：公共关系客体；麦德龙；公关策略

 Problems Existing in Metro China And the Study of Coping Strategies based on Public Relations Work 

Abstract In the rapid economic development of the information age, the development of the enterprise is more and more cannot leave the support of public relations. As an important management function of today's enterprise, most enterprises are from the company's strategic position on the public relations strategy, public relations in the link between enterprises and the internal and external public also play a role. Public relations in metro China play a role in enterprise management as the research object, by analyzing the object of public relations in the metro China company employee relations, customer relations, media relations of cognition and processing method, found that metro in China, the problems existing in the public relations dissemination, and the relevant public relations theory with metro, the current actual situation, puts forward solving countermeasure. The purpose of this study is to help the metro company attaches great importance to the public relations in China, and on the basis of formulating reasonable public relations strategy, through the influence of the public relations dissemination, in order to achieve the purpose of establishing good enterprise image in the public mind.

Key Words: Public Relations Object;  Metro;  Public Relationship Strategy

 目  录

摘  要 I

Abstract II

一 绪论 1

（一）研究目的 1

（二）研究意义 1

二 公共关系概述 1

（一）公关关系的定义及其内涵 1

（二）公共关系的职能 1

（三）公共关系的构成关系及其互动关系 2

（四）公共关系客体——内外公众 3

三 麦德龙中国公共关系工作的现状 3

（一）建立与员工的关系 3

（二）建立与顾客的关系 5

（三）建立与新闻媒介的关系 8

四 麦德龙中国公共关系工作中存在的问题 8

（一）内部员工的流失率过高 8

（二）顾客满意度不高 9

（三）媒介传播信息单一 9

五 麦德龙中国公共关系工作的应对策略 10

（一）加强团队凝聚力建设