从企业营销公关视角看乐事公司官方微博的运营  

Analysis of the Operation of Lay's Micro-blog according the Perspective of Enterprise Marketing Public Relations

作　　者：杨奇[1] 丁光梅[1] YANG Qi DING Guangmei(Beijing Institute of Graphic Communication, Beijing 102600, China)

机构地区：[1]北京印刷学院新闻出版学院,北京102600

出　　处：《北京印刷学院学报》2016年第5期6-9,共4页Journal of Beijing Institute of Graphic Communication

摘　　要：乐事(Lay's)为百事下属品牌。乐事1993年进入中国市场,到如今成为中国薯片市场综合排名第一的品牌。通过官方微博进行品牌营销公关对乐事的品牌发展有重要影响。乐事官方微博的营销公关特点突出,成效明显。其营销公关的主要特点是:将公关意识作用于实践——挖掘事物的潜在价值;用户体验之"榜上有名";娱乐、互动、销售一体化服务。乐事的微博营销公关使公众和媒体更加了解乐事产品、乐事品牌文化,对品牌产生或保持好感与信任。但由于主客观原因,乐事的微博营销公关也存在一些瑕疵和不足。Lay’s is a brand under PepsiCo, which aims at building a brand which makes people happy. Since 1993 Lay’s had entered Chinese market, and now has became the top rank in potato chips market of China. It has a great significant influence to the development of Lay5s brand by the operation of the official micro-blog for brand marketing communications. The official micro-blog of Lay’s is prominent and has obvious effect in its marketing public relations. The main features of the marketing public relations are ： applying PR-minded into practice-digging the potential value of things ; famous for the user experience ; integrated services of entertainment, interaction, sales. The micro-blog marketing public relations of Lay’s makes the public and the media learn more about its product and brand culture, and creates or maintains favor and trust on its brand. But the micro-blog marketing public relations of Lay’s have some flaws and shortcomings either for some subjective and objective reasons.

关 键 词：营销公关 官方微博 乐事公司 

分 类 号：G2[文化科学]