| 公益机构的危机传播与品牌营销：以壹基金为个案 |
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| 引用本文： | 曾繁旭.公益机构的危机传播与品牌营销：以壹基金为个案[J].新闻界,2009(2):71-73. |
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| 作者姓名： | 曾繁旭 |
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| 作者单位： | 中山大学传播与设计学院,广州,510080 |
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| 摘 要： | 本文分析了壹基金在5?12大地震事件中的传播行动以及公益机构的品牌建设等问题.
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| 关 键 词： | 危机传播 品牌营销 壹基金 |
Crisis Communication and Branding for Nonprofit Organizations in China:The Case Study of One Foundation |
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| Zeng Fanxu.Crisis Communication and Branding for Nonprofit Organizations in China:The Case Study of One Foundation[J].Press Circles,2009(2):71-73. |
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| Authors: | Zeng Fanxu |
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| Institution: | School of Communication and Design;Sun Yat-sen University;Guangzhou 510080 |
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| Abstract: | The paper analyzes the communication action of One Foundation in the 5?12 earthquake and the brand construction of commonweal organizations etc. |
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| Keywords: | crisis communication brand marketing One Foundation |
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