Analysis Of Brand Public Relations Strategy Of Sharing Bicycle Enterprises

Along with economic development and urban planning process,the number of cars in the city has increased dramatically.Urban traffic problems have become more and more serious,especially in Beijing,Shanghai and Shenzhen.While cars can bring us convenience,they also aggravate the pressure on urban traffic.In addition to the pain point of "the last kilometer",residents' short life travels lacks certain convenience.In terms of technology,with the development of mobile Internet,the travel mode of mobile service terminals tends to mature,and the car renting,car sharing and driving as agent has a booming development,all these factors have contributed to the emergence of Shared bike.In 2016,Shared bikes led the wave of the sharing economy.Mobike,ofo and other Shared bike brands firstly enter the market and quickly occupy the market share.Shared cycling can complement the "blank" of the urban traffic system,not only meet the needs of residents,but to shorten the users' time.Shared bike is a good way to call for green travel.It has also led to the rise of bike-sharing industry,and the bike-sharing has important historical significance and social significance.The first chapter is the introduction.In the first chapter,I elaborate the research background,research significance,related concepts and theories,research status and research methods.The first chapter is the introduction.In the first chapter,I elaborate the research background,research significance,related concepts and theories,research status and research methods.The second chapter of the paper mainly discusses the image position of enterprises,and I elaborates the leading role of positioning in brand public relations strategy from three aspects: visual system,brand gene and flexibility of brand image positioning.Whether it's Mobike,ofo or Hello bicycle,we need to achieve the brand communication with the basis of brand positioning.This paper summarizes the lack of awareness of public relations research and serious homogeneity of brand positioning in sharing bicycle enterprises when they change their names,and gives some thoughts and inspirations.Users,government and media are three kinds of public,which have a direct impact on the survival and development of enterprises.In Chapter 3,Chapter 4 and Chapter 5 of this paper,the strategies of building good relations and effective communication between sharing bicycle enterprises and users,the government public and the media public are discussed respectively.In Chapter 3,Chapter 4 and Chapter 5 of this paper,the strategies of building good relations and effective communication between sharing bicycle enterprises and users,the government public and the media public are discussed respectively.The third chapter of the paper mainly emphasizes that the relationship between enterprises and users is the most extensive and core relationship in their external public relations.Only when enterprises allow users to obtain sufficient and timely information about enterprises and provide products and services that can meet needs,can users truly understand and understand enterprises and adopt a supportive and cooperative attitude towards enterprises' policies and behaviors,and then Be assured to purchase and use the products(services)of the enterprise.Therefore,enterprises should take the needs of users as the main orientation,through brand public relations work and activities,enhance users' brand preference,lock users,and establish good user public relations.The user relationship strategies of the three sharing bicycle enterprises have both merits and problems such as "excessive user seizure,inappropriate capital investment,improper handling of deposit,and difficult protection of users' rights.Therefore,enterprises should strengthen users' public awareness and take effective measures to maintain users' public relations.Chapter IV of the paper mainly emphasizes that the government public is one of the most important external public of the organization.Shared bicycle enterprises have achieved good results in "paying close attention to interaction and cooperation with the government public","assuming social responsibility and establishing a good image of"corporate citizen".However,there are problems such as"sharing bicycles parked randomly,resulting in increased cost of urban management".To overcome these problems,enterprises should consider and understand various government policies and regulations from different perspectives,and strive to match their own development strategies with the general direction of relevant policies.The fifth chapter mainly emphasizes that the media is the carrier of public relations communication,and the media public is the most sensitive and important part of the public.The media relationship of enterprises directly affects the dissemination of brand information,and is closely related to the brand image of enterprises,which is no exception for sharing bicycle enterprises.In order to build a good media public relationship,bicycle-sharing enterprises should attach importance not only to the operation of their own media platform,but also to communication with professional media,interaction and cooperation with opinion leaders.They should abandon the old concept of ignoring media relations,actively explore various forms of media communication and enhance brand communication.This paper not only summarizes the experience of sharing bicycle enterprises,but also makes analysis and suggestions on the problems.Chapter 6 is the conclusion.The main contents are as follows: On the basis of summarizing the contents of the full text,the author further puts forward his own thinking: every enterprise may have a crisis,especially in the rising period.Like the start-ups sharing bicycles,there are high risks and great instability in the operation mode,capital and management experience.Variables on either side will cause a fatal blow to the brand.For example,Mobike,ofo and Hello bicycle have been inevitably challenged since their inception.However,it is undeniable that its external relations are very effective.They cooperate with the government to carry out many projects.The amount of media dissemination is enormous.Its practical effect in brand public relations has far exceeded that of many emerging enterprises.Its valuable experience is very strong for the development of the industry,especially for many small micro-Internet enterprises.The Enlightenment has also brought some positive influence to the brand public relations strategy of other enterprises.