公共关系活动提案 public relation campaign proposal for holiland

《公共关系活动提案 public relation campaign proposal for holiland 》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。

1、公共关系活动提案PublicRelationCampaignProposalforHoliland----客户关系管理论文-->公共关系活动提案PublicRelationCampaignProposalforHolilandBackgroundTheHolilandpanyallcakeshop,butnoooncakes.Holilandhashundredsofmillionsoffixedassetsorethanseventhousandemployeesandthousandsofchainstoresinseventycitiesbothlar

2、geandsmallinchina.(Chengandothers,2009)Thepanyrankedfirstintheooncakesintheyear2009.SituationAnalysisid-autumnFestivalising.PrimaryandSecondaryResearchGoalsObjectivesPrimaryResearchGoalistodetermineessagesto.Beforestartingtodevelopthecampaignproposal,ategoalsandobjectivesoftheHolil

3、andpany,paignproposalinallthechainstoresoftheHolilandpanyindifferentcities.Thereby,epeopleamongthepublicareeagertogetmoreinformationonthepricesandtastesoftheproductssuchascakesandmooncakestheHolilandpanyspecializesineothersdon’thavetheintentiontobuytheHolilandcakesormooncakes.Theca

4、mpaignhasmanypurposes.Fir-->st,itisaimedtomakethepotentialcustomersforcakesandmooncakes,breadstheactualonesprovethepany’spositiveimageandthecustomers’perceivedvalueoftheHolilandproducts.Inthelongrun,thecampaignisagreathelpforHolilandtoestablishandmaintainlong-termandharmonious,ands

5、tablerelationshipsersandsomeotherstakeholderssuchastheAdscorporationsandcharityfunds.Althoughtherelationsbetployeesandthepanykeephealthyandharmoniousinageneralployeesprovetherelationshipsbetployeesandthegeneralatmosphereofthepany.esearchisaprocessofgoingbeyondtheboundariesofourigno

6、rance.(GoddardandMelville,2007)Secondresearchgoalandobjectiveistodosomeresearchesintothetargetpublicstoknooreabouttheirtastes,purchasingabilities,preferencesandinterestsandthendraeconclusionsfromsurveysandresearchestodraftupaneffectivecampaignproposal.StrategmunicationsactivitiesTh

7、eHolilandpanyhasmadeaplantotakealotofmunicationsactivitiessoastoachievethegoalsandobjectivesmentionedabove.Firstly,HolilandraisesthepriceofthecakesandmooncakesbyoneRMBud-rockfloooncakesintoshoentfortheZhouqupopulationudandstonefloooncakes.TheHolilandpanycanacplishthegoalsandobjecti

8、vesstatedaboveanycustomers