【摘要】：20世紀(jì)90年代后,跨國企業(yè)大量進(jìn)入我國,并很快在中國市場占得一席之地。其快速成功的原因除了擁有先進(jìn)的技術(shù)和雄厚的經(jīng)濟(jì)資本等硬實力外,還因為其成熟的公關(guān)運作能力。公共關(guān)系作為一種軟實力,為其在中國市場快速發(fā)展?fàn)I造了一個良好的環(huán)境。但近些年,在華跨國企業(yè)賄賂事件、雙重標(biāo)準(zhǔn)事件、產(chǎn)品質(zhì)量安全問題事件等頻頻出現(xiàn)在中國各大媒體頭條,在這些事件背后,很多都隱藏著跨國企業(yè)非倫理公關(guān)操作行為,如隱瞞事實真相,逃避責(zé)任;賄賂政府官員或重要利益相關(guān)者;發(fā)布虛假信息,欺騙消費者;欺壓利益相關(guān)者等。本文以在華跨國企業(yè)非倫理公關(guān)行為為研究主題,結(jié)合管理學(xué)、經(jīng)濟(jì)學(xué)、公共關(guān)系學(xué)和社會學(xué)相關(guān)理論,采用文獻(xiàn)分析法和內(nèi)容分析法對在華跨國企業(yè)非倫理公關(guān)行為進(jìn)行了探究。本文對2003年至2015年十二年中被媒體廣泛報道的在華跨國企業(yè)非倫理公關(guān)事件進(jìn)行統(tǒng)計和歸納,發(fā)現(xiàn)在華跨國企業(yè)非倫理公關(guān)行為一共存在7種表現(xiàn)形態(tài),分別為:1.隱瞞事實真相,逃避責(zé)任;2.雙重標(biāo)準(zhǔn)(或違反中國標(biāo)準(zhǔn));3.不尊重中國(或中國文化);4.發(fā)布虛假產(chǎn)品信息,欺騙中國消費者;5.欺壓利益相關(guān)者,損害其利益;6.賄賂;7.對消費者缺少人性關(guān)懷。接著,在相關(guān)理論研究基礎(chǔ)上對在華跨國企業(yè)非倫理公關(guān)行為產(chǎn)生的主要和次要原因進(jìn)行了推理分析,發(fā)現(xiàn)在華跨國企業(yè)非倫理公關(guān)行為產(chǎn)生的主要原因為“利義”沖突中企業(yè)趨利避義,次要原因為東道國與母國差異,這種差異主要包括標(biāo)準(zhǔn)差異和文化差異兩方面。然后,基于在華跨國企業(yè)非倫理公關(guān)行為產(chǎn)生的主要和次要原因,本文創(chuàng)造性地提出了跨國企業(yè)公關(guān)行為倫理分析框架,并以此框架為基礎(chǔ)對在華跨國企業(yè)非倫理公關(guān)行為七種表現(xiàn)形態(tài)進(jìn)行了驗證性分析。最后,針對在華跨國企業(yè)非倫理公關(guān)行為產(chǎn)生的主要和次要原因,對如何防止在華跨國企業(yè)非倫理公關(guān)行為的產(chǎn)生,提出了解決對策。
[Abstract]:After the 1990's, multinational enterprises entered China in large numbers and quickly gained a place in the Chinese market. The reason for its rapid success is not only its advanced technology and strong economic capital, but also its mature public relations operation ability. As a kind of soft power, public relations has created a good environment for its rapid development in Chinese market. However, in recent years, bribery incidents, double standards incidents, product quality and safety issues in multinational enterprises in China have frequently appeared in the headlines of various major media in China. Behind these incidents, many multinational enterprises have hidden non-ethical public relations operations. Such as concealing the truth, shirking responsibility; Bribe government officials or key stakeholders; publish false information, deceive consumers, bully stakeholders, etc. This paper focuses on the non-ethical public relations behavior of multinational enterprises in China, combining the theories of management, economics, public relations and sociology. This paper explores the non-ethical public relations behavior of multinational enterprises in China by means of literature analysis and content analysis. This paper makes a statistical analysis of the non-ethical public relations events of multinational enterprises in China, which were widely reported by the media from 2003 to 2015, and finds that there are seven forms of non-ethical public relations behaviors in China, which are as follows: 1. Hide the truth and avoid responsibility; Double standards (or violation of Chinese standards); 3. Disrespect for China (or Chinese culture); Publish false product information, cheat Chinese consumer; 5. Bully stakeholders, harm their interests; 6. A bribe; a bribe. Lack of human care for consumers. Then, on the basis of relevant theoretical research, the main and secondary causes of non-ethical public relations behavior of multinational enterprises in China are analyzed. It is found that the main reasons for the non-ethical public relations behavior of multinational enterprises in China are the "benefit" conflict, the secondary reason is the difference between the host country and the home country, the difference mainly includes standard difference and cultural difference. Then, based on the main and secondary causes of non-ethical public relations behavior of multinational enterprises in China, this paper creatively puts forward the ethical analysis framework of public relations behavior of multinational enterprises. On the basis of this framework, seven forms of non-ethical public relations behavior of multinational enterprises in China are analyzed. Finally, in view of the main and secondary causes of the non-ethical public relations behavior of multinational enterprises in China, the countermeasures are put forward to prevent the non-ethical public relations behavior of multinational enterprises in China.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：C912.3;F276.7

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