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机构沟通对提高多哥建筑公司形象的影响--以CENTRO SA为例

Acknowledgements第5-6页
Abstract第6页
CHAPTER ONE:GENERAL INTRODUCTION第12-18页
    1.1 Introduction第12-13页
    1.2 Background第13-14页
    1.3 The significance of this study第14-15页
        1.3.1 Personal Interest第14页
        1.3.2 Social interest第14-15页
    1.4 Issue of the study第15-16页
    1.5 Research Objectives第16页
        1.5.1 General objective第16页
        1.5.2 Specific objectives第16页
    1.6 Presentation of CENTRO SA第16-18页
CHAPTER TWO: LITERATURE REVIEW第18-28页
    2.1 Introduction第18-19页
    2.2 Some factors of Corporate image第19-21页
        2.2.1 Customer orientation第19-20页
        2.2.2 Quality of service第20页
        2.2.3 Brand of image第20-21页
        2.2.4 Recovery service第21页
    2.3 An Institutional communication第21-24页
        2.3.1 The main roles of institutional communication第22页
        2.3.2 The tools of institutional communication第22-24页
    2.4 Internal communication第24-25页
        2.4.1 Some concepts of internal communication第24-25页
    2.5 External communication第25页
    2.6 Other media for external communication第25-26页
        2.6.1 The mass media第25-26页
        2.6.2 Non-media technics第26页
    2.7 Crisis communication第26-27页
    2.8 Event communication第27-28页
CHAPTER THREE: CORPORATE IMAGE and INSTITUTIONAL COMMUNICATION第28-38页
    3.1 Corporate image第28-31页
        3.1.1 Definition第28-29页
        3.1.2 Image types第29页
        3.1.3 Brand image第29-31页
    3.2 Theoretical approach: image communication第31-32页
    3.3 Steps to implement an image policy第32-33页
        3.3.1 Image just第33页
        3.3.2 Positive image第33页
        3.3.3 Sustainable image第33页
        3.3.4 Original Image第33页
    3.4 Involvement in corporate image第33-34页
    3.5 Institutional communication第34-38页
        3.5.1 The diagnosis of institutional communication第34页
        3.5.2 Communication plan第34-35页
        3.5.3 The tools of institutional communication第35-36页
        3.5.4 The importance of communication for a corporate image第36-38页
CHAPTER FOUR: CENTRO's COMMUNICATION SURVEY第38-47页
    4.1 Framework for the study第38页
    4.2 Methodological Framework第38页
    4.3 Method used第38-40页
        4.3.1. The pre-investigation第38-39页
        4.3.2. Surveys第39-40页
    4.4 Study Population第40页
    4.5 Working Instrument第40页
    4.6 Diagnosis of the institutional communication of CENTRO第40-41页
    4.7 CENTRO's internal communication practices第41-42页
        4.7.1 No-interactive tools第41页
        4.7.2 Interactive tools第41-42页
    4.8 Analysis of the internal communication practices of CENTRO第42-44页
        4.8.1 A clear interest in communication第42-43页
        4.8.2 CENTRO's internal communication system第43-44页
    4.9 The practices of the external communication of CENTRO on its visibility第44-45页
    4.10 CENTRO's professional communication practices at the professional level第45-47页
        4.10.1 Communication between CENTRO and its subcontractors andsuppliers第45页
        4.10.2 Communication between CENTRO and its suppliers第45-46页
        4.10.3 Communication between CENTRO and its subcontractors第46页
        4.10.4 Communication between CENTRO and its customers第46页
        4.10.5 Communication between CENTRO and its Work Site Coordinators第46-47页
CHAPTER FIVE: DATA ANALYSIS AND DISCUSSION第47-58页
    5.1 General informations about Respondents第47-50页
    5.2 Other analysis第50-55页
    5.3 Correlation analysis第55-56页
    5.4 The summary of the results第56-58页
CHAPTER SIX: CONCLUSION AND RECOMMENDATIONS第58-61页
    6.1 Conclusion第58-60页
    6.2 Recommendations第60页
    6.3 Limitations and further research第60-61页
References第61-64页
Appendix第64-67页
    Appendix 1第64-66页
    Appendix 2第66-67页

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