摘要
Beginning in 2008, most major companies and organizations in China started to ＇invest in online activities to leverage the power of the Chinese internet. But ＂going online＂ is not just a matter of switching advertising dollars from TV to the web, or arranging an online campaign activity. The internet tends to be a more active, less passive tool than other mediums such as television or radio. In order to effectively further their brand, product or message online, while minimizing the potential for crises, companies need to adapt the way in which they address their audience to suit this new medium. For many companies, this means accepting a whole new paradigm for marketing and corporate communications.
