媒介是企業(yè)的戰(zhàn)略性資源(編輯修改稿)
2025-02-14 13:45 本頁面
【文章內(nèi)容簡介】 Chinese consumers highly value the wordofmouth from other people and society. They show great interests in being evaluated by others, and they have an obvious tendency in staying within the mainstream. 背景二：中國市場的特色Feature of China Marketplace 99%的人不是消費者但他們會影響到消費者，形成一種 “ 勢 ” 99% are not consumers, but they will influence the decision of consumers, and we call it “tendency”. 消費主體受消費環(huán)境的影響大，消費者周圍存在一個影響消費者的 勢 場 Consumers are highly influenced by consuming environment, and there is a “Tendency Market” around consumers. 消費者consumers 消費環(huán)境consumers 消費 勢 場 Consuming Tendency Market 在中國，不能過分強調(diào)目標受眾 細分化 ? 品牌的傳播要充分影響到消費者周圍的環(huán)境，必須使用大眾媒體。 ? 目前，在中國還缺乏具有足夠影響力的專業(yè)媒體。 You can’t overemphasize target consumers theory in China The spread of brand shall effect consumer’s surrounding sufficiently, mass media At present, there is a shortage of professional media with enough force. 統(tǒng)一潤滑油： 專業(yè)用品上最大眾化的電視時段 Monarch Lubricating Oil: niche products are aired on TV time slot, a very mass media. 2022年 1－ 2月，平均每月銷售額超過 2個億，預計年銷售額將達到 25個億。 In January and February 2022, its average sales monthly is over 200 it is estimated that its annual sales will reach billion 05101520251995 1997 1999 2022 2022統(tǒng)一潤滑油近９年銷售增長圖喜之郎果凍：青少年小眾產(chǎn)品也上招標時段。 XIZHILANG Jelly: a niche product for kids, it is aired on the prime time bidding slot 已經(jīng)成為行業(yè)代名詞，年銷量達到 20億元左右。 XIZHILANG is being a symbol name for jelly products, and its sales yearly reached around 2 billion. 策略創(chuàng)新比被動購買更有效 Strategy innovation is more efficient than purchase only 很多廣告主在媒介購買時，簡單地參照媒體既有的廣告產(chǎn)品做計劃，這屬于“被動式購買”，缺乏創(chuàng)新，影響效果。 Lack of innovation when advertisers purchase media Ad 在目前復雜的媒體環(huán)境下，更需要加強與媒體的互動，進行創(chuàng)新式策略投放。 To reach Ad innovation, interactive munication with media is a must 2022年底 ，寶潔與央視 《 半邊天 》 合作推出 “ 飄柔女性記錄 ” ，備受關注。 By the end of 2022, a cooperative program titled as “Rejoice Women’s Memory” between Pa
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