面对中国社会经济发展的提速和市场营销环境的复杂变化,越来越多的企业开始有意识地把品牌打造摆在企业发展的战略性地位,所谓企业品牌是指包含了产品、消费者与企业三者之间关系总和的一种标志、科学化策略性的品牌构建方式所打造的成功品牌往往预示着市场胜者的诞生和发展,它不仅会对企业品牌的塑造和提升产生很大的影响力,同时还会对整个经济的发展产生积极的激活效应,如何有策略地整合资源善用媒体,通过公共关系完成品牌构建,已经成为关系到企业战略发展方向的关键所在。 Faced with the speeding up of China’s social and economic development and the complex changes in the marketing environment, more and more enterprises are beginning to consciously set their brands in a strategic position for enterprise development. The so-called corporate brand refers to the product, consumer and enterprise A sign of the sum of the three, a successful brand constructed by a scientific and strategic brand building mode often indicates the birth and development of the market winner, which not only has a great impact on shaping and upgrading the corporate brand At the same time, it will also have a positive activation effect on the development of economy as a whole. How to strategically integrate resources to make good use of the media and complete brand building through public relations has become the key to the strategic direction of the enterprise.