媒介是企業(yè)的戰(zhàn)略性資源(ppt49)(已修改)
2025-01-15 19:46 本頁(yè)面
【正文】 媒介是企業(yè)的戰(zhàn)略性資源Media is the strategic resources of an enterprise—— 中國(guó)市場(chǎng)特色條件下的品牌傳播之道The Secret of Spreading Your Brand Name Under the Circumstance of Special Feature of China Marketplace 中央電視臺(tái)廣告部副主任 何海明 博士Dr. He Haiming , Deputy Director of CCTV Advertising Dept.Shanghai提要Outline一、媒介是企業(yè)的戰(zhàn)略性資源 —— 幾個(gè)廣告觀點(diǎn)Media is the strategic resources of an enterprise, Some of my viewpoints on Ad to be shared with you二、企業(yè)與媒體要深度互動(dòng)，建立戰(zhàn)略合作伙伴關(guān)系Enterprises and media should have indepth interactive munications and establish strategic partnership對(duì)企業(yè)而言 ——營(yíng)銷(xiāo)是企業(yè)經(jīng)營(yíng)的 核心廣告是營(yíng)銷(xiāo)的 重點(diǎn)媒介策略是廣告的 關(guān)鍵媒介是企業(yè)的戰(zhàn)略性資源媒介是企業(yè)的戰(zhàn)略性資源基本觀點(diǎn)Media is the strategic resources of an enterpriseTo an enterpriseMarketing is the core of business operationAdvertising is the focus of marketingMedia strategy is the key of Ad.蒙牛抓住了蒙牛抓住了 ““ 神五神五 ”” 事件事件Mengniu took the event chance of the launch of SHENZHOU V神舟五號(hào)發(fā)射成功后，來(lái)自央視媒神舟五號(hào)發(fā)射成功后，來(lái)自央視媒介研究、央視索福瑞媒介研究和介研究、央視索福瑞媒介研究和 AC尼爾森三家調(diào)研公司的數(shù)據(jù)都表明尼爾森三家調(diào)研公司的數(shù)據(jù)都表明：： After the successful launch of spaceship SHENZHOU V, statistics from AC Nielson, CCTV Media Research and Sofarie Media research showed that:蒙牛現(xiàn)在已經(jīng)成為乳品行業(yè)的蒙?，F(xiàn)在已經(jīng)成為乳品行業(yè)的 第一第一品牌品牌 ! Mengniu has already bee number one brand name in the milk industry.蒙牛 : 4年 增長(zhǎng) 115倍Mengniu: Increase 115 times in 4 years億元海爾集團(tuán)海爾集團(tuán) July 13, 2023, Beijing’s Bid for 2023 Olympic激情時(shí)刻，與消費(fèi)者共同喝彩At the very moment with great passion, Haier is cheering and celebrating together with consumers韓日世界杯，全體中國(guó)人的期待韓日世界杯，全體中國(guó)人的期待KoreaJapan World Cup 2023, Expectations of all Chinese 觀眾對(duì)海爾場(chǎng)景變換的觀眾對(duì)海爾場(chǎng)景變換的 LOGO切換廣告形式記憶猶新切換廣告形式記憶猶新The Logo switch Ad of Haier is very impressive步步高決賽期間加時(shí)賽廣告獨(dú)步步高決賽期間加時(shí)賽廣告獨(dú) 具慧眼具慧眼Bubugao’s sponsorship for the overtime match of the final is a good choice 韓日世界杯的收視份額是達(dá)到 45%， 當(dāng)數(shù)據(jù)出來(lái)時(shí)，錯(cuò)過(guò)機(jī)會(huì)的只有遺憾 !The rating share of KoreaJapan World Cup reached 45%, when this number es out, for
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