我国商函业务SWOT分析和营销策略探讨

通过对我国商函业务在当前环境中的SWOT分析,粗略地提出商函业务的营销策略,谨此以希望对我国函件业务目标的实现能起到抛砖引玉的作用。     

Image Repair Campaign Strategies Addressing Race: Paula Deen,Social Media,and Defiance

This multi-method study examines how the use of social media in a crisis campaign involving race-related issues may affect a public figure’s credibility and perceived response appropriateness. First, image repair theory is used to analyze Paula Deen’s image repair campaign in the wake of the National Enquirer’s revelation that she admitted to using the “N-word” during a lawsuit deposition. Our analysis shows her response strategies were unsuccessful because her apology did not center on the allegations, and she was contradictory in her bolstering, minimization, and mortification strategies. We build on the Deen case study results by exploring the effectiveness of tweeted message strategies in a race-related crisis via Twitter. We use a mixed-design experiment examining how public figure type (politician v. TV celebrity) and response strategy (moral defense, performance defense, defiance defense, no defense) affect perceptions of a female public figure’s credibility and perceptions of the appropriateness of the response. Results show that any of the three responses are better than no response when addressing charges of racial insensitivity. A defiance defense, as newly tested strategy, and moral defense worked better for the TV celebrity condition than the politician condition. Implications are discussed.     

Understanding Green Content Strategies: An Analysis of Environmental Advertising Frames From 1990 to 2010

This content analysis examined the characteristics of environmental advertisements (N = 449) published in Newsweek, Time, and U.S. News and World Report in 1990, 2000, and 2010. Findings revealed that responsibility frames were dominant as the strategy used in environmental advertisements over time. The species/habitat protection issue was the dominant issue in 1990, and energy efficiency was the prevalent issue in 2000 and 2010. Advertisements primarily were sponsored by for-profit organizations and had a positive valence over time. Results have implications for future strategic environmental communication research exploring media content and effects, public opinion and persuasion, and policy implications.     

浅析邮政企业专项经济效益审计

积极开展经济效益审计，帮助企业提高经济效益．是邮政事业发展总体目标的一项重要工作。文章探讨了邮政企业开展专项经济效益审计的目的、程序和技术方法，并结合案例作了较详细的分析，提出了相应的建议。     

Status of Image Management Research in Public Relations: A Cross-Discipline Content Analysis of Studies Published Between 1991 and 2011

This study reviews the status of image management research published in public relations-specific journals, as well as broader management, business, strategic communication, and communication journals, to extrapolate important trends for future research and practice. A content analysis of relevant research (n = 261) was conducted based on several criteria (area focus, application group, country of study, methodology, application of theory or conceptual framework, type of focus on image, communication type and medium). Findings suggest two considerations for the strategic communication of organizational image: 1) image as outcome, and 2) image as social influence in online communication.     

内蒙邮政发展现代物流的策略研究

针对内蒙古邮政物流业务的发展情况，分析了当前物流业的现状及邮政发展物流业务存在的优劣势，并探讨了内蒙古邮政发展现代物流的策略。     

An Integrated Approach to Public Diplomacy and Public Relations: A Five-Year Analysis of the Information Subsidies of the United States,China, and Singapore

This study contributes to the growing research on government-issued information subsidies in mediated public diplomacy in a new media environment. It examines the online information subsidies issued by the foreign ministries of three countries—the United States, China, and Singapore—to address a gap in the literature that has given scant attention to how governments use news releases through online newsrooms for public diplomacy. The study is significant for its conceptual explication of public relations and public diplomacy through an integrative strategic communication framework grounded in relationship building as an end goal of public diplomacy. A Leximancer textual analysis of 13,714 public diplomacy texts published through the three countries’ online press rooms over 5 years (2008–2012) found limited congruence in themes and concepts between and among the three countries, even on the issue of human rights, a major diplomatic point of contention. The weak congruence suggests a modelling of public diplomacy on one-way communication, and reveals a fundamental obstacle to grounding engagement, dialogue and collaboration strategically in a context of co-existence, understanding, mutual interdependence and relationship building. Through a three-country analysis, this study conceptually extends the view of public diplomacy beyond the dyadic construction of public diplomacy that dominates the existing literature.     

The Impact of Corporate Communication on Company Evaluation: Examining the Message Effects of CSR,Corporate Ability,and Hybrid Strategies

This experiment examines how three corporate communication strategies (i.e., corporate ability (CA) strategy, corporate social responsibility (CSR) strategy, and hybrid strategy) positively affect consumers’ evaluation of a company. It also tests whether consumers’ involvement with the company’s products moderates these effects. Additionally, in the context of hybrid strategy, the order effect of receiving CA and CSR messages is discussed. Results of the experiment support the value of all three strategies in cultivating positive company evaluation. Findings pertaining to hybrid strategy scenarios generally show that a single CSR message performs as well as hybrid strategies because of the transferring effect of CSR. In addition, CSR was found to have an additive effect on CA when CA is the first message. However, the positive effect of CSR is discounted when CSR is the first message. Meanwhile, the moderating effect of product involvement is not supported. This study contributes to current strategic communication scholarship on corporate communication through proposing and empirically testing an interdisciplinary model that articulates the contingent relationship of corporate messages to consumer reactions. Its findings can aid in future theory building efforts and assist strategic communication professionals in determining the types of corporate communication messages, as well as the order in which they are presented, that will have an impact on consumers’ perceptions.     

The Role of Leadership Development in Issues Management: An Online Survey of Communication Practitioners in the Greater China Area

By using an online survey, the study investigated how communication practitioners (N = 132) in the Greater China area can acquire effective leadership capabilities through appropriate leadership developmental approaches when managing critical professional issues and challenges. Results indicate that three critical professional issues (i.e., developing and retaining talented professionals, managing the rise of social media, and dealing with high volume of information flow) as the most urgent ones to deal with for communication practitioners in the Greater China area. Results of this study also provide leadership development solutions to improve effective issues management in a region of rapid growth.     

Strategic Communication in U.S. Higher Education: Testing Congruity Effects of University Identity and Image Among Parents of Prospective Students

Although higher education institutions (HEIs) are in a quest to win the “reputation race” in the hopes of luring prospective students, debate exists about how much strategic effort and internal organizational structure influence HEI reputation, which is subjective and multidimensional by nature. Thus, this study poses the question of how HEIs’ identity and image through strategic communication influence parents of prospective students. We examined this question by conducting a web-based experiment with 314 United States (U.S.) parents of prospective college students. We explored their perceptions of university identity and image as their supportive condition based on the theoretical argument of relational reputation management. Although the results show that parents perceive both identity and image as important assets for HEIs, establishing a strong identity is critical to enhancing their perceptions of and behavioral intentions toward a university. The findings contribute to understudied strategic communication research assessing parents’ informational and cognitive processes toward HEI reputation and reveal how HEIs can build their strategic communication directions.     

欧洲企业文化借鉴探寻

摘要：通过参加上海邮政组团对欧洲布尔集团等大公司的企业文化所进行的考察，介绍了欧洲企业的先进理念和文化内涵，并提炼出可供邮政参考和借鉴的企业文化建设的经验。     

浅析邮政合同中的格式条款

分析了邮政企业合同格式条款的内容、特征和优势与缺陷，提出了邮政合同中格式条款的法律适用问题。     

Integrating Incidental and Integral Emotions in Non-Profit Communications: An Experiment of Blood Donation Message

Appraisal tendency framework suggests that incidental and integral emotions are capable of influencing decision making and behaviors. Such effect is subject to the interaction between incidental and integral emotions. To effectively use emotional appeal in public service announcements (PSAs) for non-profit communication, studying the interaction between the carryover and direct effects of incidental and integral emotions, respectively, is specifically informative. In particular, this study focuses on the application of pride and hope as discrete integral emotions in blood donation PSAs, as well as the interaction between two integral and incidental emotions (i.e., potential donors’ pre-existing emotions of anger and fear before viewing PSAs). Results of a 2 × 2 factorial experiment involving 313 participants suggested that the congruence in appraisal dimensions between incidental and integral emotions could lead to improved effectiveness of perceived message, strong issue advocacy, high intention for blood donation, and enhanced attitudes for non-profit organizations. Furthermore, theoretical and practical implications are discussed in this research.     

浅析邮政企业薪酬激励方法

在现代化邮政建设的进程中 ,如何建立以人为本的绩效薪酬管理制度 ,强化薪酬的激励功能 ,从而促使企业获得超强的竞争优势和长足发展 ,是当前摆在邮政企业面前亟待解决的问题。为此 ,本文从薪酬设计、薪酬项目设置、薪酬支付和薪酬激励实施等四个方面对这一问题进行了系统的分析与论述 ,并提出了一些实用的策略和方法     

中小城市邮政发展同城物流业务探析

以发展中小城市同城物流业务为出发点 ,分析了物流业务成为第三利润源泉的原因和依据 ,研究了中小城市邮政企业发展同城物流业务具有竞争力、启动投入少、见效明显等特点 ;由此提出了创新观念、找准定位、整合资源、发展物流信息系统、加速人才培养等措施 ,以期加速中小邮政企业的快速发展。     

北京市内报纸发行（日报早投）提速处理系统的开发研制与实践

章介绍了通过研制开发与实践，在北京市内报纸分发处理的日报早投环节实现了数据的网络化传输与处理，改变了北京市内报纸分发处理传统的手工作业方式，优化了日报早投早售作业组织与生产流程，提早了日报及畅销期报上市时限，增加了邮发报刊的市场竞争力，取得了巨大的社会和经济效益。     

Towards Comparative Research in Strategic Communication: A Systematic Analysis of Cross-National Studies and Future Directions

ABSTRACT

Comparative cross-national research permits scholars to understand how strategic communication is impacted by environmental conditions in different countries. Although the field has burgeoned enormously over the past two decades, there has been little discussion about what comprises an excellent comparative study, and little is known about the state-of-the-art of comparative research in the field of strategic communication. This article suggests a set of general scientific criteria for solid comparative research and applies these to assess the quality of comparative studies in strategic communication. Based on an analysis of 75 studies located through a systematic search in 16 journals, this article sketches the contours of a fast-emerging research field, which is increasingly driven by European and Asian scholars. The results identify common deficiencies and indicate that the potential of comparative research to contextualize and explain strategic communication in different countries has not yet been fully exploited. Future directions for engaging in more advanced comparative strategic communication research are given.