市场营销中的公共关系营销策略（Public relation marketing strategy in marketing）

1、市场营销中的公共关系营销策略（Public relation marketing strategy in marketing）The store in June 2007 (on a modern) total 505th 204Public relations marketing strategy in big marketing and promotion in traditional marketingThe sales vary. Traditional promotions, according to Philip Kotlers explanation, refer to the

2、salesSales promotion SP (sales promotion), that is, remove advertising campaigns, sales, publicAll marketing activities, including short term, related to activities such as publicity and direct selling activitiesA quality stimulus that is used to stimulate consumers and traders to buy more quickly o

3、r moreA particular product or service. Therefore, the traditional promotion is through various means alreadyIn the existing market, the promotion of the enterprises products, prompting consumers to choose to buy their own productsRather than the same or similar products offered by other brands or su

4、ppliers. In the big marketMarketing, how to enter the market is an important problem faced by enterprises, therefore, publicThrough the power of public opinion, relationship marketing should establish a friendly relationship between the enterprise and the public,Set up a good image of the enterprise

5、. To this end, before entering a market, the company mustUnderstand the beliefs, attitudes and values of the region. After entering the market, the companyA variety of ways are needed, such as donations for public services, sponsorship of urban construction and Cultural AffairsIndustry, and the use

6、of effective media, and so on, to gradually establish a good publicImage. Ideas built through public relations marketing that are rooted in the public eyeOn the basis of the power of public opinion, even though it takes a long time to workIt strengthens the market and helps the company to open the m

7、arket and capture the market quickly.I. The application principle of public relations in big marketing1., the principle of good faithThe key to a good image in the public mind is honesty and trustworthiness.Honesty is the key to win trust and open the market.2., the principle of coordination between

8、 public interests and enterprise interestsThe survival and development of enterprises can not be separated from social support, such as labor, capital, and livelihoodThe supply of data and the macro control of the government. Therefore, enterprises provide the public with excellenceQuality products

9、and public relations activities must be combined with public interests and corporate interests.Two, determine the means of public relations marketingWe believe that the public relations marketing strategy in big marketing is through the dissemination of enterprisesThe information owned by the indust

10、ry and the process of setting up a good image of the enterprise.1., make full use of the media of public relations to create sensational news eventsIf you want to enter a market, first of all, let the public know about the production provided by the enterprise and the enterpriseGoods or services, wh

11、ich require enterprises to obtain extensive information exchange with the public, and effectiveThe medium of public relations is nothing more than public relations. There are many forms of modern public relations mediaPaper, magazines, souvenir books, business cards, letters, radio, Internet and tel

12、evision, etc.We all have stable public groups, which have a wide range of influence and can meet different occupationsPublic needs at the same age and educational level. And it can go to the public at the fastest speedPeople transmit information and therefore can reach and spread by means of public

13、relations mediaObject proximity. However, the general sense of information dissemination is difficult in a short period of timeBarriers that break through the closed market, so public relations marketing should be carefully plannedHaving high news value, it is easy to attract the attention of journa

14、lists and actively cooperate with them,There is also a certain interest, easy to attract public news events, in order to achieve rapid breakthroughsPublic (customer) psychological barriers to open the market effect. For example, the 60s of last centuryIn the early days, Seiko watches produced by Sei

15、ko timing Co., Ltd. were of excellent quality and performance, although they were excellentWhile the company spends a lot of advertising money, it is hard to get into the international market. In the fierce marketIn the competition, the company achieved success by taking the media to attract public

16、opinion. theyThe planes sent many Seiko watches on the Australian beach. In the sunlight, people were in the skyShiny things sudden golden stunned when picking up a block from the high altitude after being droppedStill accurate Seiko, and are. The press has painted itSound painting color reports, Se

17、iko watches opened the market from now on, Seiko products have become people chaseGoal of seeking. Of course, the news events must be based on facts, not falseIt must conform to the law of press and communication, contain all the elements of news, and have news valuePeople should be able to make new

18、s on their own initiative or dig out valuable newsGet through an activity.2. make full use of celebrity effectsThe use of celebrity effects is a common means of interpersonal communication in public relations. In this respectMany cases, the basic truth is to use the halo effect of celebrities. We sh

19、ould admit,The influence of celebrities on the public is better than the general onesEnough to strengthen the influence of information. During the Second World War, there was a match factory in the United StatesSell their own matches, and creatively designed a fire Hitler fireFirewood。 The match box

20、 is overlaid with a caricature of Hitler, painted with phosphorusArm, wipe a match, just like fire Hitler once. Because people were not at that timeHitler is often hated, the use of this match seems to be able to understand peoples hearts hate, and thereforeEveryone rushed to buy it, which made the

21、match a hot commodity. The case shows that.Helping celebrities (both positive and negative) can make a business or an enterprise productThe information spread rapidly among the public.3. interpersonal communication personalizedInterpersonal communication is the basis of all communication activities,

22、 that is, the most basic levelPublic relations marketing strategy in big marketingLiu Chunmei Chongqing Vocational Institute of Industry TechnologyAbstract public relations marketing has become an important way and means of big marketing. This paper discusses the principles and specific strategies o

23、f public relations in big marketingSlightly.Key words: big marketing; public relation; marketing strategyThe marketing strategy of modernization in June 2007 205 The Mall (on a total of 505th)Communication and communication between two or more people by means of language and nonverbal symbols (two l

24、anguages)The activity of thinking and feeling. Interpersonal communication is the interaction between communicator and receiverProcess is the lubricant for establishing, maintaining and developing interpersonal relationship. Interpersonal communication canIt is face-to-face communication, such as co

25、nversation, communication, interview, discussion, dialogue and so onIt can be spread by means of a medium, such as writing letters, making phone calls, faxing, etc. stayPublic relations marketing, the use of interpersonal communication, we should pay great attention to personalized design, toVery ta

26、rgeted design. Carnegie, the world-famous master of oratory, was with himA true story was told in the works: there was a paint salesman in order to develop new thingsFor the first time, the user came to a large paint shop and wanted to talk to the purchasing manager to persuade himTo buy their produ

27、cts, but for a few days to see, are welcome secretary. PromoteThe clerk can not help asking why, this Saturday is the managers sons birthday,He is busy collecting his favorite stamps for his son these two days. On the second day, the salesman hurriedTo see the manager, do not let the Secretary, the

28、salesman said: this time I did not sell oilLacquer, but a postage stamp. So the Secretary released, and the salesman went into the office. holdMany of the precious stamps he collected were put before the purchasing manager to please the managerHave to ask people to attend, identity, and began to tal

29、k about the salesman, two stampsAn hour passed quickly, when the salesman left, the manager was asked as if wakening from a dream.Sorry, your name, and why? he heard a brief introduction.Say, OK, thank you for your visit. Tomorrow, please bring your contract to see me. TherefromSee, personalized des

30、ign in interpersonal communication comes from the understanding of communication objects by public relations personnel.Therefore, the enterprise public relations personnel to establish public relations files, to be updated, once requiredWhen you can retrieve personal files, targeted design, will rec

31、eive very goodEffect。In addition to the above means, there are exhibitions, promotions, knowledge marketing, public relations advertising, the ownersTitle sponsorship, online marketing, consumer serialization, and so on, are enterprises in the big market marketingEffective means of using public rela

32、tions strategy to open the market. The use of all these handsPublic relations staff must clearly realize that the occupation of the market is to seize the consumerBrains. Public relations marketing is to use the image of the enterprise and enterprise brand occupationThe expense of the brain affects

33、consumer spending decisions and perceptions, thereby influencing his consumptionBehavior. Therefore, all means must be centered around the consumer (public) mindSet up the image and brand of the company.Reference：1 Xing Renhui: public relations in marketing, J. Management Science Abstracts, 2006(6):

34、 55562, Chi Yunxia, Liu Yonghong: new marketing era: J. economy in the era of public relations marketingForum 2005 (9): 1071083 Chen Guozheng: marketing economics and corporate public relations marketing strategy J. economist,2005 (2): 2614 Duan Hongyi: talking about public relations in enterprise m

35、arketing J. Beijing Industrial TechnologyJournal of the hospital, 2006 (7): 127130Marketing strategyI. IntroductionBy December 31, 2006, the total number of Internet users in China was 137 millionThe total number of machines is 59 million 400 thousand.E-commerce has flourished under these circumstan

36、ces. The world wide web is becoming more and moreAn important marketing channel for apparel manufacturers and intermediate distributors. China C2C net 2006Shopping survey data show that by March 2006, Beijing, Shanghai and Guangzhou shareC2C online shopping consumers 2 million people, Internet penet

37、ration rate of 16.2%. The biggest C2COnline goods are clothing, cosmetics and jewelry. But clothing items sold online are currently onlyDisplayed in a two-dimensional format, even if some e-commerce sites provide clothing, testing, clothing services, but also limitedIn the existing model, and the on

38、ly angle of view to shoppers. Network virtual reality (Network)VR) the development of technology and simulation technology makes it possible to build 3D virtual shopping scenes.Two, the existing clothing network marketing model of the status and problemsAt present, there are two types of apparel mar

39、keting model for e-commerce websites: one is eBayNo table, the fitting process, through the electronic commerce; a kind of QQ show for aIn some sense, the fitting process is worn on a fixed virtual model.This paper studies the eBay price of apparel marketing model, analysis of eBay clothing marketin

40、g process.It includes two processes: clothes shopping and clothes buying. Buyers look for interesting things through e-commerce websitesClothing, browse the physical picture of clothing, compare the difference of various clothing, determine the object of purchase,Pay for the clothes. The buyer canno

41、t try on the dress throughout the process. According to the survey, 1999Worldwide, the amount of clothes purchased online amounts to $one billion, but the return rate is as high as 40%. mainThe problem is that people are very different in shape and feeling. Other surveys show that consumers are timi

42、dIn the online purchase of clothing, 85% is because they can not try to buy, easy to regret.QQ show provides a fitting process, just click on the clothing, you can automatically to wearThe QQ model, and then pay coins can be. But the fitting part of QQ show has the following disadvantages: tryClothes are fixed virtual models: two categories of men and women, only