The Study Of Jia Duo Bao Herbal Tea Micro-blogging Public Relations

An increasing number of enterprises adopt microblog platform to establish their marketing public relation, to expand channels for outside communication and to enhance the reputation and popularity of enterprise; thus the enterprises gradually change their potential customers into real customers and then achieve the goal of improving marketing effect. However, based on the present situation, enterprise’s microblog marketing public relation still at the preliminary stage; also there are still not enough extensive researches on enterprise’s microblog marketing public relation at home and abroad; and the theoretical methods that can be followed are limited; thus enterprises can only seek bases from practices for reference and reflection. Therefore, the analytical investigation of the living example of enterprise’s microblog marketing public relation, which represents a milestone, plays an important role in enterprise’s microblog marketing public relation in the future.This paper takes JDB’s microblog public relation as the object of study. JDB, as the enterprise which lost the first trademark lawsuit in China, successfully stroke back Guangzhou Pharmaceuticals Cooperation by virtue of its unique brand strategy and public relationship strategy after losing the naming right. JDB explores a road of public relation suitable for the enterprise and the industry. JDB gradually established its own strategies and styles on the road of microblog public relation. The research on its road of public relation has great significance to other enterprises’ microblog public relation practices and to the researches on the correlation theories of microblog public relation.By topic coding statistics, public relation type analysis and the case study of major project, this chapter presents a comprehensive understanding of the current situation of JDB’s microblog public relation. This paper argues that JDB Group’s microblog public relation is the extension and realization of its brand strategy on microblog. Combining the content in first two chapters, the third chapter points out some problems in JDB’s microblog public relation, such as, the deficiency in the comprehension of hot topic and public relation context, excessively relying on title binding in interaction and lack of details. Meanwhile, directing at the existing problems in JDB’s microblog public relation, combining with the characteristics of enterprise’ microblog public relation, this paper deems that content plays an essential role in enterprise’ microblog public relation and enterprise should have a full play to we-media function of enterprise’ microblog. The emphasis of public relation is to transform from enterprise’s reputation management to product reputation publicity, and to fully explore and expand the added value of-product. Thus enterprise can furthest spread its product connotation by the virtue of the word of mouth on microblog platform.Though the author try her best to find the skeleton of JDB’s microblog public relation from the samples, and form a comprehensive understanding. While time is limited and the sample size is relatively large, and the publication of microblog is scattered due to its characteristics, this paper still has some problems to be settled and improved.