企业公关活动策划案.docx

企业公关活动策划案篇一:宝洁公司公关活动策划方案宝洁公司公关活动策划方案策划人:XXXX策划时间:XXXX 前言随着社会的发展。人们经济水平的提高,消费者对于生活日用品也有着离不开的需求。宝洁公司原创于1837年,是世界上最大的日用消费品公司之一。1988年宝洁公司在广州成立了在中国的第一家合资企业—广州宝洁有限公司,从此开始了宝洁公司投资中国市场的十六年历程。为了积极参与中国市场经济的建设与发展,宝洁公司已陆续在广州、北京、成都、天津等地设有十几家合资、独资企业。十六年来,宝洁公司奉行“亲近生活美化生活”的企业宗旨,在华生产出了众多质量一流、深受消费者喜爱的产品。很多产品已经家喻户晓。十六年来,宝洁一贯恪守“取诸社会用诸社会”的原则,做富有高度社会责任感的公民。近年来,宝洁大力资助女童教育,帮助她们重返课堂。宝洁公司为了加大公司产品的宣传力度,更加的提高产品在消费者知名度。因此。我公司做出公关策划以达到这样的效果目录一、市场分析··················································································3(一)宏观环境分析································································3(二)消费者分析····································································3(三)竞争对手分析································································3二、公关活动目标··········································································3三、公关活动主题··········································································3四、公关活动时间地点··································································3五、活动项目流程设计··································································3六、媒介宣传··················································································3七、进度安排物资准备··································································4八、费用预算··················································································4九、效果评估··················································································4 一、市场分析(一)宏观环境分析: 宝洁公司是世界上最大的日用消费品公司,奉行“亲近生活美化生活”的宗旨,拥有强大的生产队伍,生产出众多质量一流、深受消费者喜爱的产品。(二)消费者分析: 随着社会经济的发展,人们的生活水平的提高。面对消费产品的飞速发展与更新换代,消费者面对日常用品的选择也越来越多,进而导致我宝洁公司的产品面对消费者的竞争了也越来越大。(三) 竞争对手分析随着日常生活用品的快速发展,我公司面对的竞争也是越来越激烈。我公司的主要竞争对手是联合利华,在同为知名品牌的日用消费品联合利华面前,我公司同样有着很大的优势,我公司的品牌项目比起联合利华来说要多一些,供消费者的选择就更多一些。二、公关活动目标我公司大力的支持女童教育,目的是为了更加的使我们的产品面向消费者,进一步提高我公司产品的销售量,从而使我公司的产品彻底的走向消费者身边。通过此次活动树立企业形象。三、公关活动主题宝洁携手春蕾女童四、公关活动时间地点活动时间:早上—晚上活动地点:长沙山区的希望小学五、活动项目流程设计活动一:以贫困山区的女童以及春蕾学校的学生为主题,以“实现梦想”为主线,制作视频,保持视频温馨,动人心弦。活动二:请春蕾学校的贫困女童上台进行特长表演,并且与爱心(来自:小龙文档网:企业公关活动策划案)大使进行交流。六、媒介宣传充分利用电视广告、互联网广告进行宣传;可以选择新闻发布会进行产品的宣传;赞助一些希望小学