Research On The Public Relations Strategy Of The Long-term Rental Apartment Industry Based On The Theory Of Corporate Social Responsibility

Based on the review and summary of previous researches on corporate social responsibility and public relations,this paper uses Shenzhen Z Company as a case to study the public relations strategy of the long-rent apartment industry.The general context is as follows.First,this paper gives a brief overview of corporate social responsibility,public relations and the relationship between the two.Based on the development status of the long-rent apartment industry and its existing problems,this paper puts forward the problems to be solved in this paper.Secondly,on the basis of reviewing the research on corporate social responsibility and public relations,the social marketing theory and public relations management theory are determined as the theoretical guidance of this paper;the research on the relationship between corporate social responsibility and public relations is explored.And then summarized the research value of this article.Thirdly,it studies and analyzes the status quo and characteristics of contemporary corporate social responsibility and public relations strategy;and finds the gap between China and developed countries in this respect.Based on this,this paper analyzes the possibility and necessity of enterprises to take social responsibility better,and the relationship between corporate social responsibility and public relations,and proposes a corporate public relations strategy based on social responsibility,and from three aspects.Through the above analysis,it demonstrates the role of corporate social responsibility-based public relations strategy in the survival and development of enterprises,and illustrates the practical significance of this paper.Fourth,through the case analysis and interview method,combined with the operational theory determined by the literature review,an in-depth analysis of the status quo and problems of Z company,found that the company has the following problems-the interests of the public is unclear,the sense of responsibility is weak;To the communication mode,the effect of communication is limited;the image of responsibility is vague,and the business vision is short.Fifthly,in view of the main problems existing in Z company,combined with the research results of the predecessors,it puts forward several suggestions for the follow-up operation and development of Z Company-service target public,establishresponsibility consciousness;improve communication mode and pay attention to symmetric communication;pay attention to the corporate image and earn a reputation.