The Joint Effect Between Advertisements And Public Relations

This article through to Luming group in China marketing strategy transformation thorough analysis, discovered the joint effect between advertisements and public relations (advertisements and the public relations'union application) is should promptly the marketing strategy greatly succeeds in application of Luming group in China.Luming group in China is the large-scale privately operated high tech enterprise group which National Technical department recognized, has the rare earth luminescent material and the product, the semiconductor illumination core, the illumination and the demonstration, the nanometer Functional Materials, the photoelectron industry garden development construction and so on five big service tectonic plates, specially in the persistent effect rare earth self-luminescent material and the high luminance, on the high efficiency semiconductor illumination chip two big tectonic plates the service is prominent.This article first makes a diagnosis to Luming group in China earlier period management and the marketing condition, although discovers Luming group in China earlier period to have compares the person of high skill only then, the technology and the equipment , but management condition throughout not entirely as desired, if equips high does not adapt.Further analyzes found the problem leaves in its marketing strategy. Luming group in China establishes the beginning, its high-level superintendent thought in the marketing activity process, must cause the company the product blooming, creates the good sales achievement, the public relations strategy ingenious application should play the indispensable role.Thought in the marketing activity, the market competition key is one kind of attention competition.And fully enhances the enterprise using the manufacture news event this public relations method well-knownness, plays the public relation card greatly, the enterprise but although obtained certain economic efficiency not to be long-time, after period of time the enterprise managed the sound of ocean waves as before.Luming group in China high-level superintendents realize the public relations activity disease, decided formulates the marketing strategy, shifts the marketing activity center of gravity to the product advertisement comes up.Thought so long as the heavy bombing advertisement, the sales nature comes up.Therefore this stage marketing activity besides delivery television advertisement, but also full puts in the enterprise advertisement and the product advertisement in the specialized magazine.Because the whole world originates in at that time its production was self-luminescent material product does not have the competitor, relied on merely in the television and the specialized magazine makes the advertisement to obtain the high quota profit.Luming group in China has tasted the advertisement benefit, thought the enterprise had already found the marketing activity not two principles, decided increases the advertisement dynamics unceasingly, obtains the bigger market share by the time.But after passes through a period of time advertisement practice to discover that, the product sales volume anticipated high rate of increment, instead has not presented glides down the tendency.The this time Luming group in China knew perfectly well the only advertisement the delivery has not been able to bring more benefits for the company, but does not dare under such competition environment to reduce the advertisements the investment, assumes is unable to back down.Later period, Luming group in China high-level superintendents thoroughly have analyzed the market environment and own product nature, thought present market environment complex changeable, the competition is intense, simultaneously the group produces the majority of products all are in the product chain the middle position, The pure use advertisements or the public relations marketing method achieved with difficulty the anticipated goal, decided with one kind of brand-new marketing pattern―the joint effect between advertisements and the public relations, achieved new seeks to make a profit the commanding point.The new marketing strategy appears the merely half year time, only a self-luminescent material sales volume from 80,000,000 flies upwards 130,000,000 Yuan.LED and other each item of product sales volume also assumes the trend of escalation.Meanwhile after the Bell model analysis, after the enterprise implements the advertisement and the public relation linkage, the consumer (customer) the enterprise and the brand cognition situation which involves to the advertisements propaganda in enhances largely, degree of satisfaction index obvious increase.Through above case, we draw the following conclusion: Joint effect between advertisements and public relations suffices to give occupies the product chain middle position enterprise to bring a bigger benefit, makes the enterprise to maintain the more exuberant development potential.Analyzes the marketing strategy of Luming group in China which succeeds using joint effect between advertisements and the public relations, its reason has following three factors:First, the idea renews, the management level has the profound understanding and the understanding to the conformity marketing theory.The marketing idea takes one kind of management philosophy, the social consciousness, but evolves unceasingly along with the development of social economy and the change of market situation.Luming group in China thought that they must change the marketing idea rapidly, revolves the customer to need,Depends on the enterprise brand, the realization conformity marketing dissemination strategy.And realized succeeds the reason to the conformity marketing theory to lie in: It can divide the valueable customers,analysis the commercial profit,the connection hastens the diversification to the customer and enterprise's information.As well as obtains and so on to the customers degree of satisfaction and the commercial profit a series of factors to carry on the overall plan consideration. Luming group in China is experiencing in the marketing idea by the public relations marketing idea -> advertisements marketing idea -> joint effect between advertisements and the public relations marketing idea unceasing evolution, has had the brand-new concept to the market.Joint effect between advertisements and the public relations is precisely in under the conformity marketing theory direction, union enterprise's own characteristic raises.And through the practice confirmation joint effect between advertisements and the public relations regarding Luming group's marketing achievement is merely the effective principles.Second, to the group marketing success or failure root full understanding is the important safeguard and the operation foundation.Luming group's superintendents have repeatedly experienced the success -- defeat--success experiences in the marketing activities, passes through analyzes the summary to discover earnestly: Because the group produces 80% above product all occupy the product chain middle position, but produces the between product enterprise's marketing activity effect mainly to be decided by collaborator's quantity and the appraisal orientation, but the collaborator most regards as important is the enterprise in the management vivid aspect dissemination effect.The advertisements or the public relations alone application all with difficulty achieves above goal. Then how the conformity good enterprise resources, did achieve best enterprise image dissemination effect, this is the marketing activity success or failure. Luming group in China proposed the joint effect between advertisements and public relations, has used the advertisements and the public relations fully can enhance the product brand image and enterprise image this characteristic, through practice, if really got up the effect which got quick results.Third, good communication ability subdues the safeguard.Because Luming group in China produces 80% above product all occupy the product chain middle position, but produces the between product enterprise's marketing activity effect mainly to be decided by collaborator's quantity and the appraisal orientation, therefore they must establish and maintain good relations between the enterprise and collaborator's.Luming group in China through increases collaborator's way under joint effect between advertisement and public relations instruction to develop the market, and (i.e. collaborator) carries on the service communication through many kinds of ways and the customer.At the same time, Luming group in China also establishes the good relations with others .The dynamic applicatio of communication between advertisements and the public relations, its effect is not simple adding together, but is the coordination effect which promotes mutually, has achieved the perfect communication effect.