公共关系对服务型企业品牌营销的支持作用研究.doc

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  • 更新时间:2016-04-28
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摘 要:在企业的众多战略计划中,品牌营销战略正在日益变得重要,拥有一个好的品牌就可以较为轻松地在市场上站稳脚跟。在中国加入WTO以后,本土企业在外来企业的刺激之下,品牌意识变得更加深入人心,关于公共关系与企业品牌营销之间的研究在中国发展十分迅速,成果也有很多。但是,专门针对于服务型企业而进行的研究却不是很多。服务型企业由于其自身条件的特殊性,顾客主要是通过品牌来了解企业。本文是以公共关系为切入点,探讨研究公共关系在服务型企业的品牌营销中所起到的支持作用,通过分析公共关系和品牌两者之间的关系,针对服务型企业的特点,引导出公共关系对服务型企业品牌营销的支持作用,来使企业在客户心中树立好的品牌形象,为企业赢得声誉,赢得市场。

关键词:公共关系;  品牌营销;  服务型企业

 

ABSTRACT:In enterprise's numerous strategic planning,the brand marketing strategy becomes day by day important. Has a good brand to be possible with ease to stand firm in the market.After China joins WTO, native place enterprise under external enterprise's stimulation,brand consciousness becomes even more strikes root in the hearts of the people,develops about the public relation with the enterprise brand marketing's between research in China very rapidly,and the achievement also has very much. But, aims at the research which carries on the service enterprise is actually not specially many.Service enterprise as a result of its own condition particularity,the customer is mainly understands the enterprise through the brand.This article is take the public relation as a breakthrough poin to discussioning research public relation the support role which plays in the service enterprise's brand marketing,through between analysis public relation and brand both's relations, in view of service enterprise's characteristic,guideing the public relation to serve the enterprise brand marketing support function. Making the enterprise to set up the good brand image in the customer heart,earning reputation for the enterprise, for the market.

Keywords:  public relations;  the brand marketing;  service enterprise

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