欧派家居集团微信公关营销现状分析

Analysis on the WeChat Public Relations Marketing of OPPEIN

微信因其迅即、方便、共享等传播特点,成为许多企业开展微信公关营销和传播企业文化的重要途径。欧派家居集团作为国内成立最早、规模最大的定制家居企业,注重运用微信进行公关营销。欧派家居集团微信公众平台的公关营销有不少值得借鉴和推广的做法:巧借热点、节日或重要时间节点;多样的与用户互动形式;利用名人效应等。但也存在一些问题和不足:对内公关、危机公关缺乏;公关营销活动后不重视与用户进行沟通、接受用户反馈;公关新闻时效性差等。要使微信公关营销取得更理想的效果,欧派家居集团的微信运营不仅要优化内容,注意微信推送的相关问题,还要与时俱进,不断创新公关营销理念。

Because of its prompt, convenient, sharing and so on, WeChat has become an important way tor many enterprises to carry out WeChat public relations marketing and communication enterprise culture. OPPEIN as the earliest domestic establishment, the largest customized home enterprise, tocusing on the use of WeChat tor public relations marketing. Public relations marketing has a lot to learn from and promote the practice： skillfully borrow hot spots, testivals or important time nodes; Diverse torms of interaction with the user~ Use of celebrity and so on. But there are also some problems and deficiencies： internal public relations, crisis PR lack~ Public relations marketing activities do not pay attention to communicate with users, accept user teedback; The timeliness of PR news is poor. To make the micro-credit PR marketing to achieve a more ideal eitect, OPPEIN WeChat operation should not only optimize the content, attention to WeChat push the related issues, but also with the times, and constantly innovate the concept of public relations marketing.