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THE BOTTLE OF EXCELLENCE
DESIGNING THE PUBLIC RELATIONS CAMPAIGN FOR LUZHOU LAOJIAO’S ICONIC LIQUOR BRANDS
by
Xiaohan Gao
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
May 2011
Copyright 2011 Xiaohan Gao
Object Description
| Title | The bottle of excellence: Designing the public relations campaign for Luzhou Laiojiao's iconic liquor brands |
| Author | Gao, Xiaohan |
| Author email | xiaohang@usc.edu; lotuspippo@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2011-03-30 |
| Date submitted | 2011 |
| Restricted until | Unrestricted |
| Date published | 2011-05-02 |
| Advisor (committee chair) | Wang, Jay |
| Advisor (committee member) |
Jackson, Laura Min Thorson, Kjerstin |
| Abstract | This paper is for the purpose of designing a public relations campaign for the iconic liquor brands of one of China’s largest liquor companies, Luzhou Laojiao .; As liquor markets expand in China, Luzhou Laojiao decides to capture this growth and increase its iconic brand’s sales revenue. The public relations campaign will support this goal focusing on increasing the brand’s nationwide recognition.; The paper initially covers the internal and external environment to determine the company’s overall situation. Then it summarizes desk research results to decipher the communication experiences in the iconic liquor field. It also conducts media coverage analysis and focus group study to collect necessary information for campaign design.; Based on the research results, the paper identifies three communication goals that will effectively help the company to support the company’s business goals: increase the nationwide brand awareness, highlight the brand’s unique features, and enhance the corporate image. Finally, the paper outlines a series of strategies and tactics to achieve those communication goals. |
| Keyword | Luzhou Laojiao; National Cellar 1573; Iconic Liquor; Public Relations Campaign |
| Geographic subject (country) | China |
| Coverage date | 2002/2009 |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m3836 |
| Rights | Gao, Xiaohan |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | http://www.usc.edu/isd/libraries/services/ask_a_librarian/email/ |
| Filename | etd-Gao-4443 |
| Archival file | uscthesesreloadpub_Volume29/etd-Gao-4443.pdf |
Description
| Title | Page 1 |
| Full text | THE BOTTLE OF EXCELLENCE DESIGNING THE PUBLIC RELATIONS CAMPAIGN FOR LUZHOU LAOJIAO’S ICONIC LIQUOR BRANDS by Xiaohan Gao A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) May 2011 Copyright 2011 Xiaohan Gao |
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