The Difference Of Public Relation Strategy Of Mcdonald's Between Mainland Of China And Taiwan

Over the past decade, the issue of business ethics and corporate citizenship has been highly specified with discussions of related topics more intensified in academic world and among practitioners. Nowadays, Corporate Social Responsibility (CSR) has become a concept of universal value and the perception that it entails a zero-sum tradeoff with corporate profitability no longer dominates. For most enterprises, the concept itself has gone beyond philanthropic maneuvers or marketing campaigns. Firstly, the author classified the CSR activities as seven categories: ethical business practice, philanthropic donation, community volunteer action, related welfare marketing, welfare publicity support, political communication and cooperation and cultural entertainment activity by Proferssor's classification ;Based on the content analysis,the author collected the Public Relations activities. In order to show that the difference between Mainland of China and Taiwan. The author hope that under the base of this research, we can give some suggestions for futher study on Public Relations.After the analysis of 84 samples, we can get some finding as follows:①The topic about the CSR is becoming more and more hot.②Public Relations activities of The McDonald's in Mainland of China and Taiwan has some difference, but not that too much③The CSR Public Relations activities has positive influence on the Brand image.This study aims to give some useful advice on how to launch the Public Relations activities for foreign companies. Furthermore, the author want to discuss how to launch the Public Relations activities under the framework of Corporate Social Responsibility.?...