Public Relations Research In The Application Of China's It Industry

Information technology industry is a fast-growing industry in China. IT industry has become one of the largest industries in China and the engine of Chinese economy in the digital era. After China's entry into WTO, IT industry, especially local companies in China, is increasingly confronted with the challenges of economy globalization, spread of the Internet and market competition. Today, the focus of competition in the IT industry has evolved from pure competition on technology and product to more complicated competition on corporate image, product branding and marketing strategy. It's always important that IT companies should speed up the process of transferring new technologies to products, but it is even more important and pivotal that these companies can quickly launch their new products into markets and make them accepted by consumers. Therefore, the appropriate and effectively marketing strategies and marketing communications have become the key successful factors to IT companies. Public Relations, as a science of building up corporate image and product branding, has been widely adopted by different kinds of organizations and companies. It plays a positive and useful role in image shaping, marketing promotions, and internal or external communications. Since the marketing communications ways and promotion methods of IT products are quite different from those of traditional products, which provides a bigger role for PR to play. As a result, it is essential for domestic IT companies to study and develop their own PR strategies in a bid to gain competitive advantages in the market. This paper makes a detailed and in-depth analysis of the Information technologyindustry, including the unique characteristics of the market and products. From the angle of Public Relations, this paper studies and analyzes the image shaping, brand building and product promotions of domestic IT companies in the following aspects:1. Indicate key marketing elements for IT companies through the detailed analysis of the IT industry, the marketing environment and product's features, which include building long-term corporate image, introducing the product to target market timely and quickly and effectively crisis management;2. Analyze the importance and significance of Public Relations through the study of its roles in marketing communications, product promotion and brand building and conclude that corporate image promoting as well as product branding is the key value of Public Relations brought to corporation.3. Discuss appropriate PR contents and methods for IT companies through the analysis of China's media environment and operations mainly focusing on IT on-line media, Top 3 IT media group in China (CCW, CCID and Cnet) and the key IT pages of General media; also discuss how to cooperate with media for IT firms. 4. Combining Public Relations, China's IT media situation, internet technology, the theories on product life cycle, the process of crisis management and the balance between advertising and PR, suggest five PR strategies for IT firms to effectively develop Public Relations through an analysis on the existing major issues that IT firms are confronted with when they are developing Public Relations. Conclusion: the unique characteristics of the IT market and products have determined that Public Relations has a significant role to play and a wide space to develop in the IT industry. Appropriate and effective PR strategies and methodscan help build up company image and product brand more quickly and effectively, which will enable a company to win advantages in the fierce market competition.