商务传媒学院知识库

在新媒体时代和互联网技术快速发展的影响下，公共关系在品牌形象塑造方面，不仅关系着企业的生存发展，更影响着企业的长远发展。学界之前相关的文献研究主要集中于政府危机公关应对机制，企业品牌形象塑造的经济意义，没有从新媒体大环境下分析企业运用公关手段塑造品牌形象的重要性。

安踏公司在打造中国民族运动品牌，在国内外市场取得了成功，但随着企业规模的不断扩大和国际市场竞争的日益激烈，如何塑造升级品牌形象，成为摆在安踏公司面前的一大难题。基于此，本研究采用文献研究法，个案研究法，以公共关系理论为基础，针对安踏集团品牌形象塑造过程中出现的不足探讨可行的提升路径。首先，在战略思维中清楚公关对象的关系管理的重要程度；其次，在战略设计中做到：第一，在公关舆论环境建设中采取积极主动的态度；第二，在升级数字化能力及社交平台广告宣传方面进行合理布局。第三，注重品牌传播渠道把控，尽可能使每个公关节点都能具象为消费者品牌感观。第四，从企业文化，危机公关出发提升整体品牌形象。在公关理论引导和对安踏公司管理现状的分析下，提出解决方案旨在新媒体时代下品牌形象的塑造提出相应的策略，为中国民族体育企业的发展提供借鉴和参考。

Under the influence of the new media era and the rapid development of Internet technology, public relations not only affects the survival and development of enterprises, but also affects the long-term development of enterprises in terms of brand image building. Previous literature research has mainly focused on the response mechanism of government crisis public relations and the economic significance of corporate brand image building, and did not analyze the importance of corporate public relations to shape brand image from the new media environment.

ANTA has achieved success in building China's national sports brand and in domestic and foreign markets, but with the continuous expansion of enterprise scale and increasingly fierce competition in the international market, how to shape and upgrade the brand image has become a major problem in front of ANTA. Based on this, this study adopts the literature research method and case study method, based on public relations theory, to explore feasible improvement paths for the shortcomings in the process of ANTA Group's brand image building. First, clarify the importance of relationship management of PR objects in strategic thinking; Second, in the strategic design, we should: first, adopt a proactive attitude in the construction of public relations and public opinion environment; Second, make a reasonable layout in terms of upgrading digital capabilities and advertising on social platforms. Third, pay attention to the control of brand communication channels, and make each public relations node as much as possible to visualize the brand perception of consumers. Fourth, start from corporate culture and crisis public relations to enhance the overall brand image. Under the guidance of public relations theory and the analysis of the management status of ANTA, the solution is proposed to shape the brand image in the new media era, and propose corresponding strategies to provide reference and reference for the development of China's national sports enterprises.