| Currently, the fierce of competition among enterprises are becoming increasingly. And the serious oversupply products and brands on the market resulting product homogeneity are becoming increasingly serious. In the selection process of a number of homogeneous products by consumers, often choose something will be able to provide added value at the psychological level or "invisible" value with their personal subjective. The desired results by traditional marketing tool which o promote product Information as the main content are being more and more difficult to achieve. As the role of "Soft power" is increasingly prominent, the establishment and communication of corporate culture as the best way for enterprises to solve marketing fatigue, enhance the competitiveness of enterprises. Companies began to take to the dissemination of corporate culture for the content of information dissemination strategies. On select the way and means of corporate culture communication, business usually takes the form of advertising and Public relations activities, with the spread of corporate culture connotation or products and establish a corporate image for propaganda purposes. With the spread of corporate and products culture connotation, business could achieve the purpose for propaganda and establish the corporate image, then to obtain the desired long-term effect of corporate marketing. Public relations advertising as a special type of commercial advertising are not only convenient, fast and wide spread and other characteristics, but also have a low cost, high efficiency, reliability and strong public relations communication features. So, the public relations advertising is the best means which to disseminate their own culture for business.Firstly, this article tries to learn from the basic concept of corporate culture and public relations advertising and to analyze the relationship between them. We hope to explore the significance and effect of public relations advertising for enterprise communication from theory. Then, with analyzing the case, we proof public relations advertising irreplaceable role in the external communication of corporate culture, using the ways which theory and practical combined with. Meanwhile, the article also analyzes and lists some of the problems of local companies in the conduct of public relations advertising dissemination of their corporate culture, and put forward some feasibility proposals through a part of success stories, for the company offers a number of ideas and methods in conducting public relations advertising campaigns in the future. |
