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Z 公司是一家脱胎于中国传统国有企业的上市公司，股改使企业浴火重生获
得了发展的蓬勃动力。在过去二十年里，Z 公司在仓储业深耕，成为了行业的佼
佼者。最近几年，中国仓储业迎来了风云变幻的时代，更新的技术、更大的市场
不断涌现，Z 公司面临的是前所未有的机遇和挑战。只有进一步摆脱过去的观念
枷锁，在互联网时代以投资者关系管理工作的升级重置为抓手，全面改善企业管
理，变消极发展的“内向型”企业为积极拓展的“外向型”企业，才能在新的发
展期创造新的辉煌。本文以 Z 公司所面临的内外环境为分析起点，以企业具体的
实践为素材，运用公共关系学、客户关系管理等相关学科理论基础，努力探索中
国上市公司应该如何在互联网时代重构投资者关系管理体系，以应对未来严酷市
场竞争下的生存与发展问题。再从个体到一般，总结具有普遍指导价值的结论和
经验，试图得到一套行之有效的，具有可操作性的，能不断更新升级的企业投资
者关系管理动态机制，为企业的实践提供借鉴和指导。本文认为，企业的投资者
关系管理工作是一个动态的不断创新的过程。中国的上市公司要从未来激烈的市
场竞争中脱颖而出，要逐步改变对投资者关系管理的态度，更重视投资者关系管
理，把其视作企业战略管理的一环，用最新的理念和技术重塑投资者关系管理
关键词：上市公司；投资者关系管理；公关战略III
Abstract
Chinese capital market has grown significantly in past two decades, which
promoted the Chinese economic dramatically. A big batch of Chinese public
companies were not familiar to the capital market at first, but now becoming
proficient in dealing with specifications and challenge from the market. They are
emerging as one of most confident companies in global market and obtained huge
space of living and developing. However, some old and obsoleted thoughts and habit
of practices are limited with a lot of listed companies from developing themselves to a
higher level. Especially, these is no sufficient understanding on value of investor,
indeed, some of them Put those inventory in a wrong place and on the opposite side of
their values. In practices, obsoleted habit still impact to a lot of companies, basing the
key points of public relationship to governments and medias and being lack of
resource on managing and coordinating the relationship with investors.
Company Z is a conventional Chinese public company which is deeply benefited
and developed from revolution of share stock system. In past 20 years , Company Z
has worked hardly in warehousing industry and become the leader in the warehousing
industry. In recently years, Chinese warehousing industry has been up against a great
changewith innovated technologies and extended markets. Company Z has faced its
opportunities and challenges it never met before. It can be success only if it is able
toget rid of the obsoleted concept keeping pace with times, Company Z should
develop and maintain the relationship with investors and improve management of
organization, which changes its style from “introverted style” to “extroverted style”.
This text uses analysis of internal and external environment met by company Z as
start point, using concrete entities as material and referring to related theory such as
public relationship as theoretical basis. In order to explore the way how Chinese
companies can reconstruct the management system of relationship with investors in
Internet Ageto cope with issues of companies’own living and development in a harsh
market in future. This text summarizes that those conclusions and experiences ofIV
general guiding values try to obtain a dynamic management mechanism of managing
relationship with investors which is effective and practical. It is able to be
continuously upgraded for providing practices and advices to those companies. I think
the investor relationship management of enterprises is a dynamic and continuous
innovation process. Chinese public companies would stand out from the future
competition in the market in the condition that the attitude of investor relations
management will be gradually changed and attention to investor relations
management will be paid. So Chinese public companies should put it as a part of the
enterprise strategic management with the latest ideas and technology to restore
investor relations management.
Key words: Listed Companies; Investors Relationship Management; Public Relations
Strategy.目录
致谢........ I
摘要.......II
Abstract III
第 1 章 绪论......1
1.1 选题背景和研究意义..1
1.1.1 选题背景...........1
1.1.2 研究意义........3
1.2 国内外研究文献综述..4
1.2.1 国外研究文献综述.......4
1.2.2 国内研究文献综述.......5
1.3 研究内容框架和研究方法......7
1.3.1 研究内容框架...7
1.3.2 研究方法...........8
1.4 创新点..9
1.5 本章小结........10
第 2 章 理论基础........11
2.1 企业公共关系理论.....
