Enterprise Public Relations Management Innovation-Brand Perspective Case Studies/Empirical Analysis

With the development of global economy and the internationalization of competition,public relations, as an important theory of management science, knowledge system and management technology, more and more attention by the enterprise. But in the management of technology innovation process of the development of public relations theory and management method, and its connotation and extension is significantly different, even Public opinions are divergent. each defined characteristics, from different perspectives on public relations and its application in management, causes the enterprise managers from the.Therefore, the innovation and application of the theory and method of public relations in the target enterprise and its specific business management are the main problems in the field of business administration. At the same time, the results of existing research results of the theory of public relations and its application in enterprise management also shows that the public relations based on the perspective of enterprise innovation of public management idea,integrate the internal and external environment of public management, enterprise resource optimization management, not only help to reshape the good image of enterprises, can help enterprises to effectively cope with challenges and governance the relationship between the crisis, but also contribute to the coordination between enterprise management and public resource management.Based on the above analysis and judgment, this paper based on the theory of public relations and research method, adopting the research method of questionnaire and statistical analysis combined, from the role and value of innovation of public relations management of enterprises from the perspective of brand image, analysis of the relationship between public relations management and corporate brand image and satisfaction, which mainly reveals problems and design solutions to these problems.According to the logical relation, the paper mainly studies the content plan five chapters:The first chapter is the introduction. This chapter is mainly based on literature review and evaluation based on the results of this study design purpose and recognition of the value of this paper; the research design of this paper, including the main research methods,research ideas and research content; possible innovative conclusions of this study are expected to.The second chapter is the theoretical analysis. This chapter mainly from the corporate public relations management innovation and brand image of the angle of the relation analysis and the effect of brand image in the enterprise public relations, play the functions of public relations companies to reveal the real environment conditions, analysis of enterprise public relations mechanism function flaw and reason, the lack of corporate public relations effect evaluation of brand image and brand competitiveness.The third chapter of the thesis is the model analysis and hypothesis. In this chapter, the second chapter is based on the theoretical analysis and the questionnaire survey, focusing on the relationship between corporate management of public relations management innovation and brand image. The study found that the internal relationship between enterprise management innovation helps to enhance employee satisfaction and investors; external innovation of enterprises will help enhance public satisfaction of enterprises; public relations management innovation of enterprises will help to enhance its product image, corporate image.The fourth chapter is the empirical analysis. This chapter takes the sample survey data based on statistical analysis of sample variables measuring effect; empirical analysis according to the principle and method, from the three aspects of the third chapter of the theoretical analysis results(i.e. hypothesis) hypothesis.The fifth chapter of the thesis is the innovation of enterprise public relations management and the brand strategy. This chapter is the theoretical analysis and empirical analysis conclusion as the foundation, from the angle of enterprise public relations management to promote the integration of innovation and brand strategy, around to reshape the enterprise brand image as the goal, put forward the basic principle and the brand strategies focus on public relations management innovation to promote the brand.This study found that there is a high correlation between the enterprise public relations management innovation and brand image, through the management innovation of enterprise public relations, and focus on the integration of public relations management innovation and brand strategy, can effectively enhance the brand image of the enterprise and the public on the enterprise brand satisfaction. At the same time, it is found that the promotion of corporate brand image can help enterprises to enhance the satisfaction of employees and the public.