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笔者近来了解到某企业的一次失败的公关举措,感到它纯属东施效颦,其结果适得其反。现对该企业的这项活动专作介绍并评析:这家企业乃是青岛第二酿酒厂。该厂为了宣传自己的产品“沽河酒”,特选择1996年12月14日(星期六)这一天上午,在青岛市东方、华联、利群等6家大商厦门前,大摔成瓶的“沽河酒”。当时,该厂在每个宣传场所挂起横幅,敲起锣鼓,引来许多人围观。礼仪小姐怀抱数瓶“沽河酒”走上来,向着观众微笑。接着,该厂工作人员就拿起一瓶又一瓶“沽河酒”,抛摔到水
The author recently learned that a company’s failed public relations initiative felt that it was purely effective and that its results were counterproductive. The company’s activities are specifically introduced and commented: The company is the second winery in Qingdao. In order to promote its own product, “Lu River Wine”, the factory chose to take a break from a bottle of water in the morning of December 14 (Saturday) on the morning of December 14th, 1996 in Xiamen, Xiamen, Dongfang, Hualian, and Liqun. “Luohe wine.” At the time, the factory suspended banners at each of the publicity sites and knocked on drums, attracting many people to watch. The young lady etiquette embraced several bottles of “Lu River Wine” and came to smile at the audience. Then, the factory worker picked up a bottle of “Luohe wine” and threw it to the water.