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McDonald's in China mainland and Taiwan comparison PR strategy

Author: LiPeng
Tutor: ChenXianHong
School: Huazhong University of Science and Technology
Course: Advertising and PR
Keywords: Corporate Social Responsibility Public Relations McDonald's Content Analysis
CLC: F719.3
Type: Master's thesis
Year: 2011
Downloads: 177
Quote: 0
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Abstract


Over the past decade , corporate social responsibility and business ethics has become universal values ??, both academics and practitioners hold attention on this topic . Corporate social responsibility and corporate profits are no longer a zero-sum game ; corporate social responsibility actions are not only charitable donations or public relations slogans . In this study, the classification according to Professor Chen Xianhong the type of public relations strategy is divided into ethical business practices , charitable social contributions , community volunteer activities , correlation of cause marketing , public advocacy support , political communication and cooperation , cultural entertainment of seven categories . This study adopted content analysis approach to Chinese mainland and Taiwan McDonald's for the study, 2008-2010, by collecting McDonald's public relations activities, public relations activities into mainland China and Taiwan will showcase regional similarities and differences between types of public relations activities expect on the basis of this study , in order to build the future of public relations theory and practice activities provide some guiding opinions ; through 84 valid samples analyzed , the results showed that: ① corporate social responsibility more and more importance in enterprises . ② McDonald's in China mainland and Taiwan public relations activities, though there are differences, but the difference was not significant. ③ socially responsible public relations activities, the brand image has played a major and active role . I hope to carry papers localization strategy for multinational companies , public relations activities to provide some valuable suggestions and further explore how companies should lead in corporate social responsibility framework of public relations activities .

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > Services sector > Food and beverage industry
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