CAJ | 학술논문

公共关系是提高企业形象竞争力的法宝，是现代企业市场营销中不可或缺的手段。许多企业在成功运用公共关系的实践中，都取得了明显的经济效益。面对今天市场经济全球化、市场竞争白热化的局面，公共关系运用各种沟通策略、传播手段、协调方法，使企业营销进入一种艺术化的境界。作为现代企业营销中的重要手段，公共关系再次印证了它对企业生存和发展的重要意义。文章通过对公共关系在市场营销中的作用及在现代营销中常用的公共关系工具进行初步的论述，旨在引起现代企业在营销过程中对公共关系的重视。
공공관계시제고기업형상경쟁력적법보，시현대기업시장영소중불가혹결적수단。허다기업재성공운용공공관계적실천중，도취득료명현적경제효익。면대금천시장경제전구화、시장경쟁백열화적국면，공공관계운용각충구통책략、전파수단、협조방법，사기업영소진입일충예술화적경계。작위현대기업영소중적중요수단，공공관계재차인증료타대기업생존화발전적중요의의。문장통과대공공관계재시장영소중적작용급재현대영소중상용적공공관계공구진행초보적논술，지재인기현대기업재영소과정중대공공관계적중시。
Public relation is the talisman to improve enterprises ’ image and competency and the indispensable means in modern enterprise marketing .Many enterprises attained distinct economic efficiency in the successful practice of public relation .Confronting the situation of economic glo-balization and market incandescing competition , public relation could utilize communicative strate-gies, transference means , coordinating approaches to allow enterprises ’ marketing emerge an ar-tistic realm.As a critical means in modern enterprise marketing , public relation once again proved its significance for enterprises ’ survival and development .By briefly stated public relation ’ s func-tion in marketing and the common tools in contemporary marketing , the essay intended to inspire modern enterprise to execute priority in the process of marketing .