1993年,广东今日集团在名为“反斗星”的果奶新品牌推出上市之机,为迅速提高其品牌知名度和企业美誉度,大胆创意,在全国(含港澳台地区)范围内广泛征集“反斗星”动画形象——一个堪与“米老鼠”、“唐老鸭”、“蓝精灵”、“忍者龟”匹敌的、地地道道的中国动画形象。“反斗星”品牌推出战略大获成功的关键,在于这一公关活动策划过程中高明的创意:①公关活动目标与组织活动目标关系紧密;②抓住目标公 In 1993, Guangdong Today Group introduced a new brand of fruit milk called “Fighting Star”. In order to promptly raise its brand awareness and corporate reputation, Guangdong Group boldly raised its ideas in the country (including Hong Kong, Maucao and Taiwan regions) “Fighting Star” animation image - a worthy match with “Mickey Mouse”, “Donald Duck”, “Smurfs”, “Ninja Turtle” matchless, authentic Chinese animation images. The key to the success of “Anti-Buzz” brand launch strategy lies in the clever ideas in the process of planning public relations activities: ① The target of public relations activities is closely related to the goals of the organization’s activities; ② The target company