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英国essay代写:Corporate publicity

2018-07-09 | 来源:51due教员组 | 类别:Essay代写范文

本篇essay代写- Corporate publicity讨论了企业的公共宣传。公共宣传,就是利用第三方的平台将与企业有关的积极信息传递给受众,以达到塑造、提升企业正面形象的目的。由于企业的任务不同,其具体的目标也不同,从宏观上看,公共宣传目标有创牌、保牌、竞争。所以企业要考虑自己的产品所处的市场角色,制定相应目标。

Public publicity,企业公共宣传,essay代写,代写,paper代写

Public publicity refers to the use of third parties for news media to deliver the positive information related to enterprises to the audience, so as to shape and improve the positive image of enterprises.

Agricultural and industrial and commercial goods, agricultural products are mostly raw material products, have fresh, perishability, not easy storage, and the volume of agricultural products, generally larger, unit value is low, the transport of storage cost is higher than industrial products. This makes agricultural product marketing have very strong timeliness, because once fresh and fresh live product loses its fresh activity, its value will disappear with its use value disappearing.

In addition, agricultural products also have the contradiction between regional production and the universality of consumption, making their sales channels more complex. In other words, in the geographical distribution, agricultural production has its wide and dispersive nature. This is contradictory with the centralization of agricultural commodity consumption in cities. Therefore, it is decided that the workload of agricultural product marketing is large, and the commodity flow of agricultural product marketing is centripetal -- from decentralization to centralization, from rural areas to cities.

The characteristics of agricultural products determine that their public propaganda should be particularly accurate, timely and in place. The advantage is that once a good image is established in the eyes of consumers, their re-purchase behavior will be more frequent and sustainable.

Publicity biggest characteristic is the potential benefit is obvious, every favorable publicity does not necessarily bring sales surge, but can strengthen the enterprise product image among the public, make the enterprise long-term benefit. Agricultural products enterprises should still follow the general content of the public publicity decision when making public publicity, and the Marketing Department should take full account of the time and method of public publicity.

The goal of public propaganda is to show what purpose public propaganda should achieve. Due to the different tasks of an enterprise, its specific goals are also different. From a macro perspective, there are three types of public publicity goals: licensing, licensing and competition. Agricultural enterprises should consider the market role of their products and set corresponding goals. Such as in Beijing market sales more honey produced in northeast China, xinjiang production of honey to enter the market, is in the role of the competitor later, publicity goals must be clear: is to compete for the northeast honey differentiated competition, the market share of meet the needs of the other parts of the market. This determines whether the propaganda with the northeast honey tit-for-tat or to avoid its attack, highlighting their own differentiation.

Different promotional tools are suitable for different promotional activities, and different promotional projects also need the most appropriate promotional tools to convey the promotion information to customers in the best way. The industrial market is a large number of customers less, personnel sales is more important, and consumer market consumers are a large number of advertising is relatively important. Promotional information can be passed to the customer need through certain media, different role the spread of the media to the same information each are not identical, so we make full use of different media function on the basis of choosing suitable advertising media. The company relies heavily on various communication materials to reach and influence its target markets, such as brochures, articles, audio-visual materials and company magazines. These materials should be as beautiful as possible, illustrated and illustrated. The company can also draw attention to its new products and other events by arranging special events. These events usually include holding press conferences, Tours, exhibitions, competitions, anniversaries and sports meetings. Agricultural products enterprises should choose propaganda media according to their own advantages and disadvantages. The apple appearance of zhaotong in yunnan is quite different from that in the main red Fuji producing areas such as luochuan and yantai. So try to choose static media in public propaganda, on the one hand, choose more beautiful Angle display products, on the other hand, can pass the plane design, combined with related elements, the apple weaken consumer awareness of apple itself, can match with growers, yunnan beauty show, for example, highlight the particularity and the superiority of apple producing area, avoid consumers only see appearance.

Many companies find it hard to measure input and output, and are overwhelmed by the mass media. Some enterprises blindly pursue "big media", such as CCTV and xinhua news agency, but invest a large amount of money which is not proportional to the return. Some companies are persuaded by the "small media" to participate in various activities, which waste a lot of energy and cannot be sure whether they are effective. Therefore, it is necessary to develop effective publicity programmes. For agricultural products enterprises, the first thing they need to know about their products is industry or consumers? Are they primary materials or consumer goods? Is it a national or regional product? For which area, and what emphasis? Understand their publicity requirements, formulate corresponding promotion plan, including on the media, dropping time, scope, frequency and form of content, the local festivals and enterprise oneself of the activities of time node, and so on. In this process, it is necessary to strengthen contact and communication with relevant media, understand and confirm the needs and preferences of media publicity reports, put them in a more targeted way, and achieve better publicity effect.

John Wanamaker once said, "I know half of the advertising dollars are wasted, but I don't know which half is wasted." The same is true and even more difficult to assess. Because public propaganda involves many aspects, although direct investment may be less, but it requires a certain amount of energy and manpower. In addition, the propagation path of public propaganda is difficult to be considered, and it may appear network diffusion, and the effect may not appear immediately. For agricultural products enterprises, especially daily agricultural products, continuous, multi-directional, multi-angle publicity is more effective. For example, the product of salmon should highlight its nutritional value in the health magazine, and try to show that eating salmon is a fashionable lifestyle in the lifestyle magazine. In his blog, s asked the research institute to point out the health effects of salmon from a medical point of view, and even to clarify some criticisms on salmon food safety. It can also cooperate with some high-end hotels and Japanese restaurants to hold salmon cooking contests. The evaluation of publicity effect can be considered over a long period of time. In combination with the characteristics of media communication, the relationship between the change of sales volume and media release can be reversed. But at the same time maintain good relations with other channels.

Public publicity activities refer to the well-designed and well-planned activities carried out by enterprises with news value. Is the specific ways of enterprises and government agencies, intermediary, retailers and the social influence of experts, scholars and the relevant social groups, manufacturing all kinds of news stories, to provide various consulting services, through the publicity of the mass media, improve product visibility and reputation of the enterprises. Agricultural products should consider the characteristics of low value-added products, choose the appropriate type of promotion.

Enterprises hold the important dissemination value of news events to explain activities, and invite journalists from relevant news organizations to participate. Press conferences should be accurate, videotaped and displayed in kind, and facilitate journalists' interviews. Agricultural products enterprises are generally weak in news promotion and insufficient preparation of news materials, which results in the news conference not reaching the expected effect. It is recommended to cooperate fully with relevant media to carry out planning activities, find valuable news points and fully prepare news materials before holding relevant activities. Review materials in advance to ensure the desired effect.

Sponsorship is a modern form of self-help, in which enterprises provide free labor, material resources, financial resources and financial aid to a certain cause to achieve a certain effect of image communication. Sponsorship is a systematic public relations activity that transcends advertising in general. It can achieve "silent advertising" with less money and more effect than advertising. Sponsored activities can win the support of the government, the community and the related public, and create a good environment for the survival and development of the organization. For agricultural products enterprises, it is especially suitable for sponsoring activities, because agricultural products are closely related to daily consumption of residents, and physical sponsorship is easy to be carried out, and the form is easy to be accepted. Countries, such as a milk brand response to sponsor a local primary school students to drink milk, cultivate the elementary student the habit of drinking milk, and initially established the brand loyalty, set a good reputation among the parents and the school.

Farming festivals is to point to the sponsorship depends on the specific area of characteristic agricultural resources, to create agricultural brand, expand brand influence, spreading agricultural culture as the main body the goal, in a specific time and specific location, planned and organized to rally ceremony and a series of activities. China has a long farming culture, and many festival activities are related to agricultural production and agricultural products. Agricultural companies can use the occasion to hold events, even create festivals, launch "festival marketing", and use special anniversaries to make news. As in recent years the shaanxi province luochuan county luochuan apple festival is held every year, enterprises on the one hand may invite over dealers in talks with the government department, on the other hand, can take an active part in the most beautiful apple, sweetest selection activities, such as using news, propaganda enterprise and products.

Agriculture, as a local livelihood industry, is related to farmers' income and rural social stability. Most local governments favour agriculture over policy. Agricultural products can take advantage of the situation and get on the express train of government-sponsored promotion meetings. For example, the yunnan provincial people's government holds "yunnan characteristics" in Beijing every year. "Dong nong charm" highland modern agriculture exhibition promotion activity, with 16 cities and more than 200 enterprises in the province, with more than 1000 kinds of characteristic agricultural products and "cloud system" food materials to enter Beijing for exhibition and sales. Yunnan agricultural products enterprises enter Beijing alone to promote the high cost, and it is difficult to form scale influence. Active participation in government-organized sales promotion activities will help enterprises achieve the goal of communicating with the market at a lower cost. Through the comprehensive promotion and stimulation of the exhibition, the recognition of products in the target market can be rapidly increased to the degree that the purchase desire can be generated.

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