The impact of public relations on corporate brand marketing: a case study of the Chinese mobile brand VIVO
Автор: Zhang Q., Kuznetsova E.V.
Журнал: Экономика и бизнес: теория и практика @economyandbusiness
Статья в выпуске: 10-2 (116), 2024 года.
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As the influence of domestic smartphones continues to grow in both domestic and international markets, corporate public relations play a crucial role as a bridge between businesses and customers, as well as between businesses and the public. Public relations are an essential component of modern business activities, aimed at shaping brand image and promoting corporate culture among customers and the public. As one of China's leading smartphone brands, Vivo holds a significant position in the Chinese smartphone market, making research related to its public relations worthy of in-depth exploration. This paper analyzes relevant theories of public relations and marketing planning, conducting a systematic analysis of Vivo's current public relations strategies. The analysis covers various dimensions, including public relations themed activities, target customer groups, marketing media, and Vivo's crisis awareness in public relations. Finally, recommendations for Vivo's public relations are proposed, aiming to provide references and insights for the public relations development of Vivo and other Chinese smartphone companies.
Public relations, crisis awareness, celebrity effect, vivo
Короткий адрес: https://sciup.org/170206717
IDR: 170206717 | DOI: 10.24412/2411-0450-2024-10-2-170-173
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