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‹zÕdŠ¨½{–划是一™åҎœ‰ç›®çš„、有计划、有步骤地组¾l‡ä¼—多äh参与的社会协调活动。这一定义要把握三个重要概念:<br />        ã€æ´»åŠ¨è¦æœ‰é²œæ˜Žçš„目的性。大型活动往往耗费很多资源åQŒåŒ…括äh力、物力。如一个äñ”品要˜q›å…¥ä¸€ä¸ªä¸­å¿ƒåŸŽå¸‚,要花数百万元的传播费用。组¾l‡å¤§åž‹æ´»åŠ¨æ˜¯ä¸ÞZº†ä¼ä¸šçš„传播需要,ä¸ÞZº†å¸å¼•æ›´å¤šçš„äh去购ä¹îC»–的商品,˜q™æ˜¯å¤§åž‹‹zÕdŠ¨çš„目标。没有目的而耗费资金做活动是不可能的åQŒç›®çš„不鲜明也是不值得的ã€?br />        ½W¬äºŒã€è¦æœ‰è®¡åˆ’性。凡事都应有计划åQŒæ´»åŠ¨æ›´ä¸ä¾‹å¤–,而且更要求有周密的计划ã€?br />        ½W¬ä¸‰ã€ä¼—多äh参与是大型活动重要的概念。既然是大型‹zÕdŠ¨åQŒå°±åº”该有众多的人参与,但åƈ不是参与人数多就是大型活动。大型活动和ž®åž‹‹zÕdŠ¨çš„根本区别不仅在于参与äh的数量,而是在于‹zÕdŠ¨çš„社会化½E‹åº¦ã€?br /> ‹zÕdŠ¨çš„特ç‚?br />        1、必™åÀLœ‰é²œæ˜Žçš„目的性。不是一般的目的åQŒè€Œåº”该是围绕整个¾l„织机构的组¾l‡åŞ象策略和˜q‘期公关目标而确立的目的。一个组¾l‡çš„形象只有永远与社会协调同步,才有可能在社会环境中树立起它的良好组¾l‡åŞ象,如果靠欺骗的手法åQŒå³ä½¿ä¸€æ—¶å é¢†äº†é”€å”®å¸‚场,或者说提高了市场占有率åQŒä½†¾lˆè¿˜æ˜¯è¦é€€å‡ø™¿™ä¸ªå¸‚场ã€?br />       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