摘要
以生态学的观点为元理论,将公共关系进行本质回归,探讨公共关系视角下企业与社会环境的互动匹配,生态位的内涵、价值和选择,以及生态智慧哲学,认为公共关系管理应该上升到生态化管理的高度,即企业运用传播沟通的手段促使其与社会环境的适应状态最优化,以形象生态位为基石,构建和维护基于生态智慧的和谐关系生态。
Based on ecology theory, the paper expresses an essential return of public relations. It discusses the mutual adaptation between the enterprise and its environment, the enterprise niche, and also the ecological intelligence from the perspeetive of public relations. The author thinks that the management of public relations should be closely related to the ecological management, which means that we should make the enterprise adaptive by communication management, find the right identity niche, and build up a harmonious relationship idled with ecological intelligence.
出处
《浙江工商大学学报》
2008年第6期59-63,共5页
Journal of Zhejiang Gongshang University
关键词
公共关系
生态化管理
互动匹配
形象生态位
生态智慧
public relations
ecological management
mutual adaptation
identity niche
ecological intelligence
