A Study On Cultivating And Promoting The Core Competence Of Chinese Public Relations Companies

During the past 30 years, Chinese PR industry maintained good growth momentum,while there are many problems on the way of development. It mainly reflected in the following aspects: Severe lack of PR talents, lacking of innovative ability, malignant parity, low-end competition, etc. The fundamental reason is that most local PR companies are lack of the core competence.Firstly, this thesis makes an exposition of the concept and feature of PR and PR companies, moreover, it makes an overall analysis about the development, current status and problems of Chinese PR companies. Secondly, it reasons out the key factors and other important factors which impact the core competence of Chinese PR companies, including human resources, professional ability, innovative ability,management level, corporate reputation, etc. Then it comes to a conclusion by means of validating the series of results from questionnaires, aiming at the impact factors and constituent elements of the core competence of Chinese PR companies. Therefore it constructs a formation model for the core competence of Chinese PR Companies.Finally, it puts forward five measures for cultivating and promoting the core competence of Chinese PR companies according to the analysis above mentioned. In conclusion, this thesis enriches the theoretical system of the core competence which is applicable to Chinese PR companies. It is based on practice, solution is innovative and can be used as guideline for Chinese PR companies.