媒介是企业的战略性资源(PPT 49)

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,媒介是企,业,业的战略,性,性资源,Media isthestrategic resourcesofan enterprise,中国市场,特,特色条件,下,下的品牌,传,传播之道,TheSecret of SpreadingYour,Bra,nd NameUnder the Circumstance of Special Feature ofChina Marketplace,中央电视,台,台广告部,副,副主任,何,何海明,博,博士,Dr,.HeHaiming,Deputy Director of CCTV Advertising Dept.,Shanghai,提要Outline,一、媒介,是,是企业的,Media is the strategic resources of an enterprise,Some of my viewpoints on Ad to be shared with you,二、企业,与,与媒体要,深,深度互动,，,，建立战,略,略合作伙,伴,伴关系,Enterprisesandmedia shouldhav,e in,-depth interactive communications and establishstrategic partnership,对企业而,言,言,营销是企,业,业经营的核心,广告是营,销,销的重点,媒介策略,是,是广告的关键,媒介是企,业,业的战略,性,性资源,基本观点,Media isthestrategic resourcesofan enterprise,To an enterprise,Marketing isthecore ofbusiness operation,Advertisingis the focusofmarketing,Media strategy is the key ofAd.,蒙牛抓住,了,了“神五,”,”事件,Mengniutooktheevent chance ofthelaunchof SHENZHOUV,神舟五号,发,发射成功,后,后，来自,央,央视媒介,研,研究、央,视,视索福瑞,媒,媒介研究,和,和AC尼,尔,尔森三家,调,调研公司,的,的数据都,表,表明：Afterthesuccessfullaunch of spaceshipSHENZHOUV,statistics fromAC Nielson,CCTVMedia ResearchandSofarieMedia research showed that:,蒙牛现在,已,已经成为,乳,乳品行业,的,的第一品牌!,Mengniuhasalreadybecome number one brandnameinthemilkindustry.,蒙牛:,4,年,增长,115倍,Mengniu:Increase 115 times in 4 years,亿元,海尔集团7.13,申,申奥广告,July13,2001,BeijingsBidfor2008 Olympic,激情时刻,，,，与消费,者,者共同喝,彩,彩,At the verymoment withgreat passion,Haierischeeringandcelebratingtogether withconsumers,韩日世界,杯,杯，全体,中,中国人的,期,期待,Korea-JapanWorld Cup 2002,ExpectationsofallChinese,观众对海,尔,尔场景变,换,换的,LOGO,切,切换广告,形,形式记忆,犹,犹新,TheLogoswitchAd of Haieris veryimpressive,步步高决,赛,赛期间加,时,时赛广告,独,独,具慧眼,Bubugaos sponsorship for the overtime matchofthefinal isa goodchoice,韩日世界,杯,杯的收视,份,份额是达,到,到45%,，,，,当数据出,来,来时，错,过,过机会的,只,只有遗憾!,The,rati,ng shareofKore,a-Ja,panWorld Cup reached 45%,whenthisnum,伊,拉,拉,克,克,战,战,争,争IraqiWar,统,一,一,润,润,滑,滑,油,油,：,：,和,和,平,平,的,的,声,声,音,音Mona,广,告,告,：,：,就,就,像,像,是,是,购,购,买,买,期,期,货,货,购,购,买,买,的,的,是,是,未,未,来,来,。,。,数,据,据,：,：,表,表,现,现,的,的,是,是,过,过,去,去,并,并,不,不,能,能,准,准,确,确,预,预,测,测,未,未,来,来,。,。,Med,i,apurchaseissomethi,n,g,l,ikebuyingfuturestock,itisforthefuture.Surveystatisticsrepresentspast,notforfuture.,未,来,来,，,，,比,比,过,过,去,去,更,更,重,重,要,要!,Futureismoreimportantthanpast,2004年的,重,重大机,会,会：雅,典,典奥运,会,会,Thebiggestandmostimportantchance in 2004:AthensOlympic Games,2004年3,月,月21,日,日起，CCTV-1,晚,晚间19:57推出,由,由高露,洁,洁特约,播,播出的“千秋,奥,奥运”特别节,目,目。,千秋奥,运,运,From March 21,2004,aspecialOlympic sportsshow entitled OlympicStoriessponsoredbycolgateisonairat19:57onCCTV-1,海尔：Haier,2004年5,月,月5日,开,开始，,雅典奥,运,运会倒,计,计时,Startingfrom May5,th,2004,Haiersponsored100 daycountdownfor 2004OlympicGamesinAthens,雅典奥,运,运会：2004年企,业,业宣传,和,和推广,的,的契机!,AthensOlympic:bestchancefor an enterprisetopromotetheirproducts,现在启,动,动的不,仅,仅仅是,雅,雅典奥,运,运会,2008北京,奥,奥运会,已,已经拉,开,开帷幕,你准备,好,好了吗,？,？,Today,The 2004Athens OlympicGamesisreadytostartverysoon,infact thecurtain of 2008BeijingOlympic Games is alreadyopenalso,areyou ready?,广告向谁传播是,一,一个战,略,略性的,问,问题,ToWhom Ad being distributed(target)isastrategicissue,中国消,费,费者受,广,广告影,响,响大,Chinese consumersaredeeply influencedbyadvertisement.,广告培,育,育市场,Ads.fosterthemarket.,广告撬,动,动市场,Ads.start up themarket.,广告教,育,育消费,者,者,Ads.Educateconsumers.,背景一,：,：中国,市,市场的,特,特色,Feature of China Marketplace,“宝洁,相,相信广,告,告的力,量,量!”,2002年9,月,月25,日,日，宝,洁,洁全球,媒,媒介总,经,经理到,中,中央电,视,视台广,告,告部交,流,流。,“P&G TruststhepowerofAd,”,”,OnSeptember2002,Mr.BernardGlock,GMofGlobal Media,P&G,exchangedideaswith CCTVAdDept.,2004年2,月,月5日，高露,洁,洁公司,全,全球副,总,总裁拜,会,会中央,电,电视台,高露洁,：,：“我,们,们更相,信,信广告,的,的力量,!”,Colgate believes morethe power of Ad,OnFeb.5,Vicepresident of Colgatepaida visit to CCTV,EmlloAlvarez-Reclo,&PeterGuo,RobertKirkpatrick,消费者,重,重视他,人,人和社,会,会的评,价,价，,被评价,的,的意识,强,强，从,众,众化倾,向,向明显,Chinese consumershighlyvaluethe word-of-mouthfromotherpeopleand society.Theyshowgreatinterestsinbeingevaluated by others,and theyhaveanobvious tendency in stayingwithin themainstream.,背景二,：,：中国,市,市场的,特,特色FeatureofChina,Ma,rketplace,99%,的,的人不,是,是消费,者,者但他,们,们会影,响,响到消,费,费者，,形,形成一,种,种“势,”,”,99%are notconsumers,butthey willinfluence thedecisionofconsumers,andwecall it“tendency”.,消费主,体,体受消,费,费环境,的,的影响,大,大，消,费,费者周,围,围存在,一,一个影,响,响消费,者,者的,势,场,Consumersare highlyinfluenced by consumingenvironment,and there is a,“,“Tendency Market”around consumers.,消费者,consumers,消费环境,consumers,消费,势,场,Consuming Tendency Market,在中,国,国，,不,不能,过,过分,强,强调,目,目标,受,受众,细分,化,化,品牌,的,的传,播,播要,充,充分,影,影响,到,到消,费,费者,周,周围,的,的环,境,境，,必,必须,使,使用,大,大众,媒,媒体,。,。,目前,，,，在,中,中国,还,还缺,乏,乏具,有,有足,够,够影,响,响力,的,的专,业,业媒,体,体。,Youcantover-emphasizetargetconsumerstheoryinChina,-Thespreadofbrandshalleffectconsumer,ssurrounding,sufficiently,massmedia,Atpresent,thereisashortageofprofessionalmediawith,enoughforce.,统一,润,Monarch Lubricating Oil:niche products are aired on TV time slot,a very mass media.,2004年12月，平均每月销售额超过2个亿，预计年销售额将达到25个亿。,In January and February 2004,its average sales monthly is over 200 million.And it is estimated that its annual sales will reach 2.5 billion,喜之,郎,郎果,冻,冻：,青,青少,年,年小,众,众产,品,品也,上,上招,标,标时,段,段。,XIZHILANGJelly:anicheproductforkids,itisairedontheprimetimebi