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随着现代企业管理和信息传播领域的迅猛发展,公共关系已经逐渐成为企业树立品牌形象、建立良性社会生态环境、促进业务发展的重要手段。尤其对于具有先进管理经验和品牌意识的大型国际企业,公共关系甚至已上升到企业战略决策和计划的高度,并对整体企业的发展起着举足轻重的作用。在中国IT产业蓬勃发展的今天,企业品牌形象的建立和传播越来越受到重视。本文希望通过探讨IBM在制定公关策略和运用公关手段等方面较为深厚的认识和实践以及企业公关成功实践和经验的总结,为我国IT企业品牌营销管理提供参考。
With the rapid development of modern business management and information dissemination, public relations have gradually become an important means for enterprises to establish a brand image, establish a benign social and ecological environment, and promote business development. Especially for large international enterprises with advanced management experience and brand awareness, public relations has even risen to the height of corporate strategic decision-making and planning and plays an important role in the development of the overall enterprise. In today’s booming IT industry in China, the establishment and dissemination of corporate brand image is getting more and more attention. This article hopes to provide a reference for the management of brand marketing of IT enterprises in China by exploring a deeper understanding and practice of IBM in formulating public relations strategies and using public relations measures as well as the successful practice and experience of corporate public relations.