The Research Of Baidu Mobile Application’s Public Relations Communication Strategy

The development of mobile Internet technology and the popularity of smart phones have brought about the change of people’s living habits and behavior patterns.For users, mobile APP and PC compared to the APP side is more convenient and fast,to get information and services through mobile phone has gradually become a new habit. According to the China Internet Network Information Center(CNNIC)thirty-eighth "development China Internet Statistics Report" released by China’s mobile phone users reached 710 million, Internet users are concentrated to the mobile phone terminal, therefore, China’s mobile APP market prospects. The APP market is also All flowers bloom together. life services, games, entertainment, news and other APP applications update fast emerge in an endless stream, the environment in this product, the use of interface design, product experience for users is important, but in a similar function, experience similar products, how to let users find the product and began to use their products, improve the product’s user scale, enhance user stickiness?This is currently the problem of every Internet products are concerned, in this context,the spread of the APP brand is very important. In a large number of publicity and promotion methods, the influence of the influence exerted by the public relations is not replaced by other means of publicity and promotion.As a mobile phone Baidu mobile search APP, relying on Baidu web pages,Baidu know, Baidu encyclopedia, Baidu map, Baidu video and other professional vertical search channels, to meet the basic needs of users of mobile phone information and services. Therefore, the mobile phone Baidu APP with its own advantages and the spread of the brand of public relations, has become an indispensable mobile phone users in the mobile APP. Under this background, this paper selects the Baidu APP mobile phone as a case point, based on the dissemination of public relations strategy and APP PR strategy and other related theories, the specific use case study method,empirical research method, normative research method, analysis of mobile phone Baidu APP PR communication strategies, the integration of a variety of channels ofcommunication, penetration take the initiative to set the topic of concern has the advantages of the public relations strategy, but also the existence of brand positioning is not clear, too much emphasis on the occasion to marketing and other shortcomings,by referring to the existing theories, the author, from the content of PR communication methods and channels and other aspects of development and put forward reasonable suggestions for its improvement and. The research of APP has become a hot topic at the present stage, but less research on APP PR strategy, a case study of a particular brand of APP PR strategy is even less, so this paper has some innovations and challenges, are worthy of reference value to the theory and the industry itself.