Recently, the reporter interviewed Dr. Hui Gongjian, a doctor at Jiangnan University, on lighting brand issues.
Reporter : As a doctor of communication science, you must have studied the brand communication. I would like to ask, how do you think lighting companies should use the media for brand communication?
Hui Gongjian : I have not conducted any special research on brand communication and can only talk about personal experience as a consumer. With the advent of the Internet age, corporate brand communication needs to focus on the characteristics of the new media, and formulate a new brand communication strategy. First of all, we must pay attention to the new features of the dissemination of new media, such as the diversification of the dissemination of the main body, the diversification of the forms of communication, the minority of the dissemination of the object, the deepening of the effectiveness of the dissemination and so on. Second, we must focus on formulating new communication strategies based on the audience characteristics and needs in the new media environment. Third, we should pay attention to strengthening the interaction with target consumers in the process of brand communication and use the advantages of new media to provide consumers with more brand experiences. Fourth, use “Internet Word of Mouth†to increase brand awareness. The emergence of the Internet has reconstructed an indirect way of interpersonal communication through the use of Internet media. A good online word of mouth can effectively and easily bring the brand closer to target consumers. Of course, if there is a bad reputation on the Internet, it will have a big negative impact on the brand communication of the company. This will require the implementation of an Internet crisis public relations process.
Reporter : The topic of your speech focused on the term "internet public relations," then what is "internet public relations". Can you give some examples? For lighting companies, how should the power of “Internet PR†be applied?
Hui Gongjian : There are many definitions of online public relations. Generally, it can be explained that online public relations is the use of high-tech means of expression of the Internet to create a corporate image, thereby reshaping the relationship between business and society, consumers and brands and products. Internet PR has become a new marketing method, planning ideas and communication media. There are many typical cases of Internet PR, such as "New Orleans Pizzeria Twitter Marketing in the United States", "Wanke Eslite's interactive marketing network", "Terminsu Weibo Marketing" and so on, can be said that every current well-known brands, well-known companies are Pays great attention to brand communication under the Internet marketing environment. For lighting companies, the network public relations can be roughly expressed in the following aspects: 1. The use of online public relations means for the dissemination of brand information; 2. The use of online public relations means to deal with corporate public relations crisis; 3. The use of online public relations means to launch brand events Marketing. However, one thing is clear: The ultimate goal of Internet PR is to create a real brand, not a false marketing hype.
Reporter : In the Chinese-style online public relations platform, the BBS, blogs, SNS, and the recent Weibo, do you think lighting companies should use several ways? How to use?
Hui Gongjian : I personally think that the above-mentioned forms of public relations on the Internet can all be applied. The specific needs of each company and brand will depend on the actual situation. Here, I feel that “microblogging marketing†is a kind of network public relations form that current lighting companies need to pay special attention and actively try. Through microblogging marketing, the company's brand communication mainly has the following ways: 1. The dissemination of brand information, microblogging operators can work together with enterprises to plan, with corporate microblogging, spokesperson microblogging, user microblogging carrier , Active network marketing for new products, new brands, etc. 2. Launch corporate publicity campaigns to convey brand appeal, brand positioning, and brand culture through this new network microblog approach, which in turn influences consumers' associations with brands and influences consumers' purchase decisions. 3. To create a network hotspot event with brand promotion as the core, and strive to create successful cases such as “First Team in the World - Mercedes-Benz smart network group purchaseâ€, and play a micro-blog promotion in brand promotion, product promotion, promotion discount, and event information. Other important aspects.
Reporter : Can you introduce several classic examples of network marketing that lighting companies can learn from?
Hui Gongjian : Lighting companies have their own industry characteristics. Internet marketing should also consider its applicability and operability from the perspective of its industry characteristics. I have not done any special collection, collation, and analysis of successful cases of network marketing for lighting companies. However, I feel that I mentioned earlier that "the first group in the world - the Mercedes-Benz smart network group purchase" and "the marketing of Weicom Eslite microblogging", Successful cases such as "China Eastern Airlines Lingyan's Internet Public Relations" can be used as a successful reference for lighting companies' online marketing. The key is to comprehensively consider corporate brands, target customers, media, and forms of expression in online marketing.
Reporter : The competition in the lighting industry is fierce and the homogeneity of products is very serious. How can we allow consumers to select themselves from a large number of products? It is very important for lighting companies. Then, what are your suggestions for starting from marketing alone?
Hui Gongjian : This issue is relatively large. I still talk about personal opinions from the perspective of Internet marketing under the new media environment. I feel that the use of new media for brand communication should pay attention to the following aspects: First, we must pay attention to the promotion of peer-to-peer communication in marketing communications, because the typical difference between new media and traditional media communication lies in the realization of point-to-point communication, that is, Pay more attention to brand and consumer interaction in the process of network marketing. Second, we must pay attention to understanding and making good use of the “fan-type†consumers in online communication, and they can get effective information feedback from them, and at the same time, it is an effective group to create a brand “online word-of-mouthâ€. Third, we must strengthen the comprehensive and comprehensive network marketing communications. We must pay attention to the comprehensive dissemination of information on product information, brand image, customer evaluation, sales results, and many other aspects. Information dissemination. However, no matter how fresh the means of network marketing, how innovative the network marketing plan, the premise is to real product information, real brand reputation, real marketing.
Reporter : As a doctor of communication science, you must have studied the brand communication. I would like to ask, how do you think lighting companies should use the media for brand communication?
Hui Gongjian : I have not conducted any special research on brand communication and can only talk about personal experience as a consumer. With the advent of the Internet age, corporate brand communication needs to focus on the characteristics of the new media, and formulate a new brand communication strategy. First of all, we must pay attention to the new features of the dissemination of new media, such as the diversification of the dissemination of the main body, the diversification of the forms of communication, the minority of the dissemination of the object, the deepening of the effectiveness of the dissemination and so on. Second, we must focus on formulating new communication strategies based on the audience characteristics and needs in the new media environment. Third, we should pay attention to strengthening the interaction with target consumers in the process of brand communication and use the advantages of new media to provide consumers with more brand experiences. Fourth, use “Internet Word of Mouth†to increase brand awareness. The emergence of the Internet has reconstructed an indirect way of interpersonal communication through the use of Internet media. A good online word of mouth can effectively and easily bring the brand closer to target consumers. Of course, if there is a bad reputation on the Internet, it will have a big negative impact on the brand communication of the company. This will require the implementation of an Internet crisis public relations process.
Reporter : The topic of your speech focused on the term "internet public relations," then what is "internet public relations". Can you give some examples? For lighting companies, how should the power of “Internet PR†be applied?
Hui Gongjian : There are many definitions of online public relations. Generally, it can be explained that online public relations is the use of high-tech means of expression of the Internet to create a corporate image, thereby reshaping the relationship between business and society, consumers and brands and products. Internet PR has become a new marketing method, planning ideas and communication media. There are many typical cases of Internet PR, such as "New Orleans Pizzeria Twitter Marketing in the United States", "Wanke Eslite's interactive marketing network", "Terminsu Weibo Marketing" and so on, can be said that every current well-known brands, well-known companies are Pays great attention to brand communication under the Internet marketing environment. For lighting companies, the network public relations can be roughly expressed in the following aspects: 1. The use of online public relations means for the dissemination of brand information; 2. The use of online public relations means to deal with corporate public relations crisis; 3. The use of online public relations means to launch brand events Marketing. However, one thing is clear: The ultimate goal of Internet PR is to create a real brand, not a false marketing hype.
Reporter : In the Chinese-style online public relations platform, the BBS, blogs, SNS, and the recent Weibo, do you think lighting companies should use several ways? How to use?
Hui Gongjian : I personally think that the above-mentioned forms of public relations on the Internet can all be applied. The specific needs of each company and brand will depend on the actual situation. Here, I feel that “microblogging marketing†is a kind of network public relations form that current lighting companies need to pay special attention and actively try. Through microblogging marketing, the company's brand communication mainly has the following ways: 1. The dissemination of brand information, microblogging operators can work together with enterprises to plan, with corporate microblogging, spokesperson microblogging, user microblogging carrier , Active network marketing for new products, new brands, etc. 2. Launch corporate publicity campaigns to convey brand appeal, brand positioning, and brand culture through this new network microblog approach, which in turn influences consumers' associations with brands and influences consumers' purchase decisions. 3. To create a network hotspot event with brand promotion as the core, and strive to create successful cases such as “First Team in the World - Mercedes-Benz smart network group purchaseâ€, and play a micro-blog promotion in brand promotion, product promotion, promotion discount, and event information. Other important aspects.
Reporter : Can you introduce several classic examples of network marketing that lighting companies can learn from?
Hui Gongjian : Lighting companies have their own industry characteristics. Internet marketing should also consider its applicability and operability from the perspective of its industry characteristics. I have not done any special collection, collation, and analysis of successful cases of network marketing for lighting companies. However, I feel that I mentioned earlier that "the first group in the world - the Mercedes-Benz smart network group purchase" and "the marketing of Weicom Eslite microblogging", Successful cases such as "China Eastern Airlines Lingyan's Internet Public Relations" can be used as a successful reference for lighting companies' online marketing. The key is to comprehensively consider corporate brands, target customers, media, and forms of expression in online marketing.
Reporter : The competition in the lighting industry is fierce and the homogeneity of products is very serious. How can we allow consumers to select themselves from a large number of products? It is very important for lighting companies. Then, what are your suggestions for starting from marketing alone?
Hui Gongjian : This issue is relatively large. I still talk about personal opinions from the perspective of Internet marketing under the new media environment. I feel that the use of new media for brand communication should pay attention to the following aspects: First, we must pay attention to the promotion of peer-to-peer communication in marketing communications, because the typical difference between new media and traditional media communication lies in the realization of point-to-point communication, that is, Pay more attention to brand and consumer interaction in the process of network marketing. Second, we must pay attention to understanding and making good use of the “fan-type†consumers in online communication, and they can get effective information feedback from them, and at the same time, it is an effective group to create a brand “online word-of-mouthâ€. Third, we must strengthen the comprehensive and comprehensive network marketing communications. We must pay attention to the comprehensive dissemination of information on product information, brand image, customer evaluation, sales results, and many other aspects. Information dissemination. However, no matter how fresh the means of network marketing, how innovative the network marketing plan, the premise is to real product information, real brand reputation, real marketing.
Haiyu Automotive Lamp Co., Ltd. , http://www.nbautomotivelamp.com