专题五营销沟通完成幻灯片.ppt

专题五营销沟通完成1第1页，共28页，编辑于2022年，星期四专题五专题五 营销沟通营销沟通（Marketing communication)第一节第一节 沟通概述沟通概述(Communications overview)一、沟通的含义一、沟通的含义(The meaning of communication)是人们分享是人们分享信息、思想和情感信息、思想和情感的任何过程。包括的任何过程。包括口头语言和书面语言口头语言和书面语言，也包含，也包含形体语言、形体语言、个人的习惯和方式、物质环境，即赋予信息含义的任何东西个人的习惯和方式、物质环境，即赋予信息含义的任何东西。The proces of sharing informations,ideas and feelings,which include the oral languag or written language,personal habit,body language,material environment,In other words,anything that give information meaning(存在有效存在有效/无效沟通）无效沟通）effective communication/ineffective communication/ineffective communication群体沟通群体沟通-用任何形式或方法，用任何形式或方法，在两个或两个以上的主体在两个或两个以上的主体传递、交换或分享任何种类的信息传递、交换或分享任何种类的信息的任何过程。的任何过程。Group communication-the process of Transfering,exchanging and sharing the process of Transfering,exchanging and sharing informations through informations through two or more subjects by any meansby any means.第2页，共28页，编辑于2022年，星期四二、沟通的重要性二、沟通的重要性（The importance of communication)1、可以为学校提供外部环境资料可以为学校提供外部环境资料(Providing external environment for schools)；2、能为学校和群体提供内部信息能为学校和群体提供内部信息(Providing inside information for schools and groups)；3、是管理者与员工增进了解与相互理解的基本方法和途是管理者与员工增进了解与相互理解的基本方法和途径径(Its a basic way and means for managers to enhance understanding and mutual understandings with employees)；4、对人际关系的调节有重要作用、对人际关系的调节有重要作用(It plays an important role in the regulation of interpersonal relationships.第3页，共28页，编辑于2022年，星期四第二节第二节 沟通的分类沟通的分类(Classification of communication)一、按沟通主体的性质分类一、按沟通主体的性质分类(Classified according to the nature of the main communication)1、个人与个人的沟通、个人与个人的沟通(Individual and personal communication)；2、个人与群体的沟通、个人与群体的沟通(Individual and group communication;)；3、群体与群体的沟通、群体与群体的沟通(Groups and group communication)；二、按沟通的组织系统分类二、按沟通的组织系统分类(Organizational communication system according to classification)1、正式沟通、正式沟通(Formal communication)（通过组织明文规定的渠道进行的信息传（通过组织明文规定的渠道进行的信息传递和交流）递和交流）To exchange informations through those well-documented ways set by organization.优点：沟通效果好，具有较强的约束力优点：沟通效果好，具有较强的约束力good communication,strong binding.缺点：沟通速度慢，不易沟通情感缺点：沟通速度慢，不易沟通情感Disadvantages:slow communication,hard to share feelings.2、非正式沟通、非正式沟通(Informal communication)第4页，共28页，编辑于2022年，星期四三、按信息沟通的方向分类三、按信息沟通的方向分类(Classified according to the direction of communication)1、上行沟通（自下而上）、上行沟通（自下而上）(Upward communication)指下级情况、意见通过组织系统向上级反映的沟通形式。指下级情况、意见通过组织系统向上级反映的沟通形式。refers to the communication ways by which the lowers report to the higher in the organization system.2、下行沟通（自上而下）、下行沟通（自上而下）(Downlink communication)指学校内部上级管理人员向下级管理人员传达指示、发布命令、通知、通报等的沟通方式。指学校内部上级管理人员向下级管理人员传达指示、发布命令、通知、通报等的沟通方式。refers to the communicatons way by which the higher management personnel issue orders or notice to the lower.3、平行沟通、平行沟通(Parallel communication)指同一层次的组织人员之间的信息交流。指同一层次的组织人员之间的信息交流。refer to the communication ways by which to exchange informations from the same levels of organization staff 4、斜向沟通、斜向沟通(Diagonal communication)企业与高校某个系；企业职能科室与生产车间企业与高校某个系；企业职能科室与生产车间 between enterprise and college or a department;between enterprise functionals department and production workshop.第5页，共28页，编辑于2022年，星期四四、按信息反馈与否分类四、按信息反馈与否分类(Feedback or by category)1、单向沟通、单向沟通(One-way communication)（速度快）（速度快）(speedy)信息始终由发信者向接受者传递，没有信息反馈的沟通方式。（报告、演讲）信息始终由发信者向接受者传递，没有信息反馈的沟通方式。（报告、演讲）Information pass straightly from the publishers to the recipient without any information feedback.(report,speech)2、双向沟通、双向沟通(Two-way communication)（正确性高）（正确性高）high accuracy沟通双方互相传递信息，有信息反馈的沟通方式。（讨论、协商、会谈）沟通双方互相传递信息，有信息反馈的沟通方式。（讨论、协商、会谈）To have a good interaction and communication of each other,with good information feedback.(discuss,negotiation,talks)五、按是否有第三者参与信息传递分类五、按是否有第三者参与信息传递分类(According to whether a third party involved in the transmission of information classified)1、直接沟通、直接沟通(Direct communication)（如面对面、电话交谈）（如面对面、电话交谈）face-to-face,talk by phone2、间接沟通、间接沟通(Indirect communication)（寄信、托人传话）（寄信、托人传话）send letter,ask sb to send the word第6页，共28页，编辑于2022年，星期四六、按沟通的形式分类六、按沟通的形式分类(Classified according to the form of communication)1、口头沟通、口头沟通(Verbal communication)（会谈、讨论、会议、（会谈、讨论、会议、电话联系）电话联系）The talks,the discussion,and meeting,telephone contact 2、书面沟通、书面沟通(Written communication)（通知、文件、布告、（通知、文件、布告、广告）广告）Notice,documents,notices,advertising 3、混合沟通、混合沟通(Mixed communication)（口头（口头+书面）书面）oral or written 七、按沟通的符号分类七、按沟通的符号分类(Classified according to communication symbols)1、语言沟通、语言沟通(Language)2、非语言沟通、非语言沟通(Non-verbal communication)（表情、动作等（表情、动作等“体体态语言态语言”）body language:expression and movement第7页，共28页，编辑于2022年，星期四一、沟通的功能一、沟通的功能(Communication function)1、传播信息功能、传播信息功能(The function of the dissemination of information)；2、构成群体功能、构成群体功能(The function of Groups constitute)；3、心理保健功能、心理保健功能(The function of mental health)；4、开拓事业功能、开拓事业功能(The function of open up business)。二、保持沟通有效性的条件二、保持沟通有效性的条件(To maintain the effectiveness of communication conditions)1、发信要明确、发信要明确(The information must be clear)；2、编码要准确、编码要准确(The encoding must be accurate)；3、传送要畅通、传送要畅通(Transfer to flow;)；4、译码要正确、译码要正确(The decoding to be correct)；5、收信要理解、收信要理解(Receipt of the letter to understand)；6、反馈要及时、反馈要及时(Feedback should be timely)。第三节第三节 沟通的有效性及障碍沟通的有效性及障碍(Effectiveness of communication and barriers to)第8页，共28页，编辑于2022年，星期四三、沟通的障碍三、沟通的障碍(Barriers to communication)（一）文化障碍（一）文化障碍(Cultural barrier)1、语义的障碍、语义的障碍(The semantic barriers)；2、经验的障碍、经验的障碍(Experience barriers)；3、文化程度障碍、文化程度障碍(Education barriers)；（二）社会障碍（二）社会障碍(Social barriers)1、地位的障碍、地位的障碍(The position of the obstacle)；2、职业的障碍、职业的障碍(Professional barriers)；3、组织结构的障碍、组织结构的障碍(The organizational structure of the barrier)。（三）心理障碍（三）心理障碍(Psychological barriers)1、认识障碍、认识障碍(The obstacle to understanding)；2、态度障碍、态度障碍(Attitudinal barriers)第9页，共28页，编辑于2022年，星期四四、改善沟通的方法四、改善沟通的方法(Methods to improve communication)1、正确使用语言文字、正确使用语言文字(The correct use of language)；2、重视双向信息沟通、重视双向信息沟通(Pay attention to two-way communication)；3、同时运用多种沟通渠道、同时运用多种沟通渠道(Use multiple communication channelsin the mean time)；4、选用先进的通讯工具、选用先进的通讯工具(Use advanced communication tools)；5、改善倾听技术、改善倾听技术(Improve the listening skills)。第10页，共28页，编辑于2022年，星期四营销沟通聚焦：营销沟通聚焦：教育信息的管理与公开教育信息的管理与公开(Focus on marketing communication:Information management and public education)一、信息与教育信息一、信息与教育信息(Information and educational information)最有代表性的定义是最有代表性的定义是1948年信息论的奠基人年信息论的奠基人申农申农和控制论创始人和控制论创始人维纳维纳。The most representative of definition was given by the founder of information theory Shannon and the founder of cybernetics wiener is 1948.申农认为：申农认为：信息是用来消除不确定性的东西信息是用来消除不确定性的东西。Shannon considers that information is used to eliminate the uncertainty of things.维纳认为：维纳认为：信息是人们在适应外部世界，并使这种适应反作用于外部世界的过程中，同外部世界进行互信息是人们在适应外部世界，并使这种适应反作用于外部世界的过程中，同外部世界进行互相交换的内容的名称相交换的内容的名称。Wiener thinks that the information is the name of the content for the progress of the exchange in which people adapt to and have reaction on the outsider world.教育信息：指教育信息：指教育部门在从事教育管理活动中所教育部门在从事教育管理活动中所产生、获取和拥有的信息产生、获取和拥有的信息。Education information:refers to the information appeared,acquired or possessed during the engagement of educating and administering activities.教育信息管理：对教育信息管理：对教育信息和教育信息活动教育信息和教育信息活动的管理。的管理。Education information management:the management of education informations and relevant activities.第11页，共28页，编辑于2022年，星期四二、教育信息管理的意义二、教育信息管理的意义(The significance of information management education)1 1、为制定、为制定教育政策与决策教育政策与决策提供信息基础提供信息基础(To provide basic information to(To provide basic information to Education policy and decision-making Education policy and decision-making 科学决策科学决策科学决策科学决策=决策系统决策系统决策系统决策系统+智囊系统智囊系统智囊系统智囊系统+信息系统信息系统信息系统信息系统 scientific making-decision=decision system+think tank system scientific making-decision=decision system+think tank system+information system+information system 2 2、对、对教育工作的运行状态教育工作的运行状态进行监测进行监测(To monitor the running status of(To monitor the running status of education)education)3 3、为日常的教育管理与研究提供、为日常的教育管理与研究提供信息咨询信息咨询(To provide information consulting(To provide information consulting for daily education management and researchfor daily education management and research 4 4、用于各级、用于各级学校的管理和提高教育质量学校的管理和提高教育质量(For all levels of school management For all levels of school management and improving the quality of education)and improving the quality of education)5 5、促进社会、促进社会公众了解、支持和监督教育公众了解、支持和监督教育(To promote public understanding,To promote public understanding,support and monitoring of education)support and monitoring of education)第12页，共28页，编辑于2022年，星期四 三、教育信息的分类三、教育信息的分类(Classification of educational(Classification of educational information)information)1 1、正面信息正面信息正面信息正面信息与与与与负面信息负面信息负面信息负面信息(Positive information and(Positive information and negative information)negative information)（教育经费投入增长率、义务教育达标率、高等教育入学率等）（教育经费投入增长率、义务教育达标率、高等教育入学率等）Education spending growth rates,compulsory Education spending growth rates,compulsory education,higher education enrollment rate education,higher education enrollment rate increase,etcincrease,etc（乱收费、违规补课、违规招生、校园暴力等）（乱收费、违规补课、违规招生、校园暴力等）Arbitrary Arbitrary charges,violate compasses make up a missed lesson,violate charges,violate compasses make up a missed lesson,violate compasses recruit students,school violence,etccompasses recruit students,school violence,etc 第13页，共28页，编辑于2022年，星期四2、常规信息与危机信息、常规信息与危机信息(General information and crisis information)（升学考试、招生、就业、投资办学、职称评定、政策制定等）（升学考试、招生、就业、投资办学、职称评定、政策制定等）The entrance exam,recruitment,employment,investment education,professional title appraisal,policy development,etc 具有常规性、确定性、可预测性和可控制Characteristic:routine,certainty,predictability and controllability（学生中毒、校舍倒塌、校园暴力、火灾等）Students poisoning,building collapsed,and campus violence,fire,etc 具有突发性、不确定性、破坏性、不可预测性和不可控制性等）paroxysm,uncertainty,destructive,unpredictability and controllability,etc.目录？第14页，共28页，编辑于2022年，星期四3、动态信息与静态信息(Dynamic information and static information)（招生过程、招聘过程、职称职务评定过程等）the process of admissions,recruitment or professional title and position evaluation,etc（教育政策与法规、招生录取的结果、招聘结果、事故处理的结果）Education policy and regulations,the enrollment results,recruiting results,accident treatment results 第15页，共28页，编辑于2022年，星期四4、国家教育信息、地方教育信息、学校教育信息(State education information,local education information,school information)第16页，共28页，编辑于2022年，星期四 教育信息管理职能(Education and information management functions)一、一、收集与沟通收集与沟通(Collection and communication)（一）信息收集(Information gathering)1、信息服务对象的拓展、信息服务对象的拓展(Expansion of the object information service)教育行政部门在收集信息时，应该考虑公众的教育信息需求，而不是把上级作为唯一的信息服务对象Its better for education administrative department to consider the public education information demand but not only the superior as the information service object in gathering information.第17页，共28页，编辑于2022年，星期四2、教育信息指标体系要进一步完善、教育信息指标体系要进一步完善(Education indicator system to further improve the information)我国教育指标体系主要涉及教育投入和教育结果两部分。China education index system mainly involves the education input and education results.经济合作与发展组织（OECD)的教育指标体系包括：教育背景、教育投入、教育过程和教育结果。The organization for economic co-operation and development(OECD)education index system including:education background,education investment,education process and education results.3 3、确保教育信息的真实性、确保教育信息的真实性(To ensure the authenticity of(To ensure the authenticity of information on education)information on education)教育行政部门在收集信息时要对信息进行筛选、鉴别、去伪存真、去粗取精，保证信息的真实性。Education administrative department must ensure the authenticity of information by selecting and testing in the progress of collecting informations.目录？第18页，共28页，编辑于2022年，星期四（二）信息沟通(Communication)1、教育行政部门之间的信息沟通；(the exchange of informations among the education executive branches)2、教育行政部门与其他部门之间的信息沟通。(the exchange of informations between Education administration and other departments.)目录？第19页，共28页，编辑于2022年，星期四二、分析与解释二、分析与解释(Analysis and interpretation)信息分析与解释是教育行政部门的一项常规工作，特别是在发生突发事件时，教育行政部门的信息解释至关重要。Information analysis and explanation is a kind of routine work of the administrative department,which especially play an essential role in accidents.（学生中毒）Students poisoning 信息分析与解释还包括对虚假信息的鉴别与澄清。The analysis and interpretation of information also means the identification and clarification of false information.第20页，共28页，编辑于2022年，星期四三、研究与开发三、研究与开发(Research and development)是在分析当前问题的基础上，提出面向未来的解决之道。To ground the future solution in the analysis of the current problems.教育行政部门在履行领导职能的同时，还应行使服务职能。Education administrative department should perform their functions as leadership role,at the same time exercising the service functions.第21页，共28页，编辑于2022年，星期四四、预测与引导(Forecasts and guidance)是指行政主体所应承担的对行政事态发展的方向作出预测、推论，并提出有价值的有关社会发展格局判断的信息义务。Refers to the valuable information obligations about social development pattern which is assumed by the administrative subject to judge and predict the direction of the development of administrative issue.预测：根据世界教育改革的趋势与我国具体情况，对我国未来教育改革与发展方向做出预测；根据人口结构变化，对学生入学情况进行预测；根据学龄人口的变化，预测未来的教师需求状况，等等。Forecasts:According to the world education reform trend and Chinas specific conditions,to make a prediction of Chinas future education reform and development trends;According to the population structure changes,to forecast the situation of studentsadmission;According to the change of the school-age population,to predict teachers future demand,and so on.引导：教育行政部门发布招生政策、就业政策、教育改革政策等，对人们未来行为起引导作用；还包括负面事件的引导及提供“预警信息”（留学预警）Guidance:education administrative department issued admissions policies,employment policy,education reform policy,guiding the future behavior of people;Also provide the guidance of negative events and early warning information Study abroad warning 第22页，共28页，编辑于2022年，星期四五、公开与保密(Disclosure and confidentiality)（一）信息公开(Information disclosure)世界上目前有40多个国家或地区制定了信息公开法，采用了政府信息公开制度。More than 40 countries or regions in the world now has formulated the laws of information disclosure,and adopted the government information disclosure system.（二）信息保密(Confidentiality of information)高考试题、英语四、六级考试试题等。the college Entrance Examination,CET-4,CET-6第23页，共28页，编辑于2022年，星期四 教育信息公开(Education information openly)教育信息公开：Education information openly指教育部门，在履行职责过程中产生、获取、利用、传播、保存和负责处置的信息，只要不涉及国家秘密、商业秘密与个人隐私等不宜公开的内容，都应该向社会公开。Refers to the behaviour of disclosing the informations which produced,acquired,used,spread,preserved and responsibly hadled for disposal by education departments in the process of performing duties,except from something that involve private contents such as state secrets,commercial secrets and personal privacy.第24页，共28页，编辑于2022年，星期四一、教育信息公开的背景(Educational background information disclosure)1、信息公开是世界行政改革的主要趋势之一(Information disclosure is one of the worlds main trends of administrative reform.)2、信息公开是我国转变政府职能的重要组成部分(Information disclosure play an important part in the transformation of government functions of China)从全能到有限，从管制型到服务型，从暗箱行政到透明行政，从免责行政到责任行政。From all-around to limited,from the control type to the service type,from deceptive administrative to fair administration,from escape administration to responsible administrative第25页，共28页，编辑于2022年，星期四3、入世为中国政府信息公开提供了契机(WTO accession provide an opportunity to publicly available information for the Chinese government信息公开和信息自由是世贸规则的基本要求和各国政府规制改革的主导方向。Information and information freedom is the basic requirement of the WTO rules and the leading direction of governme