摘要
随着市场经济的不断发展，企业间的竞争也日益加剧，如何在激烈的竞争环
境中争取到更多的消费者，获得更多的市场份额，是各企业必须面对和解决的问
题。企业需要根据所处环境结合自身实际采取有效的营销策略以实现企业目标，
在此过程中公共关系扮演者重要的角色，并关乎企业的发展前途

近年来，食品安全问题成为人们关注和讨论的焦点话题，食品安全危机事件
时有发生，这使得食品欧亿·体育（中国）有限公司在消费者心目中的信任度急剧下滑，企业也因此流失
了客户忠诚度。如何改善公共关系，重获消费者的信任和忠诚是企业在营销过程
中必须重视的问题

本文以双汇集团的营销策略作为研究对象，从公共关系的角度出发，在综合
分析了国内外公共关系和企业营销的相关理论及文献的基础上，采用内外部环境
分析法和 SWOT 分析法研究双汇集团在营销策略中如何运用公共关系理论，找出
公共关系运用的成功之处和不足之处。针对双汇集团在营销方面所出现的问题，
本文基于公共关系的视角提出对策以完善营销策略。一是要做好内部公众的营销，
可以从意识到内部公众关系的重要性、树立认同的企业文化和发扬主人翁精神三
个层面进行。二是积极加强外部公众的关系营销 ，要求做到面对危机迅速反应、
积极处置危机、恢复重建企业形象。三是建立健全的危机管理机制，具体对策是
树立基本的危机处理原则、准确分析企业所处的环境、设立危机管理机构、建立
危机预警机制、确立危机应急机制和完善监督管理体系。四是提升公司和产品的
整体形象，着眼于质量管理、诚信管理、服务水平以及员工的成长和发展。这些
基于理论和双汇集团发展情况的分析以及据此提出的对策和建议旨在帮助企业
提升品牌形象，增加双汇品牌在社会公众中的认知度、信任度和忠诚度，从而帮
助企业更好地实现经济效益以及社会效益

关键词：双汇集团；公共关系；企业营销；危机预警VI
Abstract
With the development of market economy， the competition among enterprises
is also increasing in our daily life. How to win more consumers and get more market
share in the fierce competition environment is the problem that enterprises must face
and solve. Enterprises need to combine their own environment in accordance with
their actual to take effective marketing strategies to achieve business goals， public
relations plays an important role in this process and affects the development of
enterprises.
In recent years， food safety has become the focus of attention and discussion，
food safety crisis has occurred， which makes the food industry in the minds of
consumers trust a sharp decline in business and therefore lost customer loyalty. How
to improve public relations， to regain the trust and loyalty of consumers in the
marketing process must pay attention to.
In this paper， the marketing strategy of Shuanghui Group is taken as the object
of study. Based on the analysis of the relevant theories and literatures of public
relations and enterprise marketing from the perspective of public relations，this paper
uses internal and external environment analysis method and SWOT analysis method
to study Shuanghui How to use the public relations theory in the marketing strategy to
find out the successes and shortcomings of the application of public relations. In view
of the problems in the marketing of Shuanghui Group， this paper puts forward
countermeasures based on the perspective of public relations to improve the
marketing strategy. One is to do internal public marketing， can be aware of the
importance of internal public relations， establish a corporate culture and promote the
ownership of the three levels of ownership. The second is to actively strengthen the
relationship between the external public marketing ， requiring the face of rapidVII
response to the crisis ， and actively deal with the crisis ， restoration and
reconstruction of corporate image. The third is to establish a sound crisis management
mechanism，the specific strategy is to establish basic principles of crisis management，
an accurate analysis of the environment in which enterprises， the establishment of
crisis management institutions， the establishment of crisis early warning mechanism，
establish emergency response mechanism and improve the supervision and
management system. Fourth， enhance the company and the overall image of the
product， focus on quality management， integrity management， service levels and
staff growth and development. Based on the theory and the development of Shuanghui
Group analysis and the proposed countermeasures and recommendations aimed at
helping enterprises to enhance the brand image and increase Shuanghui brand
awareness in the public， trust and loyalty， so that enterprises better To achieve
economic and social benefits.
Key words: Shuanghui Group； Public relations； Enterprise marketing，；
Crisis warningVIII
目 录
摘要
........
V
Abstract
..........
VI
第 1 章 绪论
...1.1 研究背景
......1.2 研究的目的和意义
.1.3 研究内容和框架
.....1.4 研究方法
......1.5 创新点
..........第 2 章 研究综述与理论基础
..........2.1 研究综述
......2.1.1 公共关系的概念界定
.........2.1.2 企业营销策略研究
.2.1.3 公共关系与市场营销的关系研究
.2.2 理论基础
......2.2.1 公共关系理论
........2.2.2 市场营销理论
......2.2.3 公共关系营销理论
..........
15IX
第 3 章 公共关系在双汇集团市场营销策略中的运用
....
21
3.1 双汇集团公司简介
...........
21
3.2 双汇集团的营销环境分析
...........
22
3.2.1 双汇集团内外部环境分析
..........
22
3.2.2 双汇集团 SWOT 分析
.........
30
3.3 成功的双汇集团公共关系管理
...
31
3.3.1 成功的营销战略
..........
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