The Study Of Great Wall Motor’s Brand PR

The study of Communication was introduced into China in the1980s, its object of studyis increasingly showing the inclusive trend. The macro level, national strategies image spreadin the ascendant. The meso level, enterprises image become the core of the brandcommunication. The micro-level,with the rise of microblogging and other new interactivemedia, they enrich the connotation of interpersonal communication. During the period oftransformation, local enterprises lack experience in brand operation and can notcommunication brand efficiently. Therefore, the meso level of corporate brandcommunications is critical.This Paper uses Great Wall Motor’s brand communication as sample, by contentanalysis and case study approach. It researchs Great Wall Motor’s brand creation strategy andcrisis public relations from the of view communication brand subject and marketing. First ofall,outlining the main body of the Great Wall Motors brand communication and its functionsdivided. Secondly, by summarizing Brand activity it reveals enterprise ’s Strategicobjectives.At last,focusing on Great Wall crisis management, this paper explores the brand tomaintain’s role in the enterprise.This is the first systematic and comprehensive brand study of a local Chinese autocompanies.The innovation lies in that Auto companies must measure the brand and productproperly during promoting brand. Emphasizing on the focus effect of the brand activities,taking into account the occasion to spread and creating their own operations. Changing thecorporate crisis into opportunity by rational timing.