媒介是企業(yè)的戰(zhàn)略性資源(編輯修改稿)
2025-01-25 19:18 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 patrick消費(fèi)者重視他人和社會(huì)的評(píng)價(jià)，消費(fèi)者重視他人和社會(huì)的評(píng)價(jià)，被評(píng)價(jià)的意識(shí)強(qiáng)，從眾化傾向明顯被評(píng)價(jià)的意識(shí)強(qiáng)，從眾化傾向明顯 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(guó)市場(chǎng)的特色Feature of China Marketplace99%的人不是消費(fèi)者但他們會(huì)影響到消費(fèi)者，形成一種 “ 勢(shì) ”99% are not consumers, but they will influence the decision of consumers, and we call it “tendency”.消費(fèi)主體受消費(fèi)環(huán)境的影響大，消費(fèi)者周?chē)嬖谝粋€(gè)影響消費(fèi)者的 勢(shì) 場(chǎng)Consumers are highly influenced by consuming environment, and there is a “Tendency Market” around consumers. 消費(fèi)者消費(fèi)者consumers消費(fèi)環(huán)境消費(fèi)環(huán)境consumers消費(fèi)消費(fèi) 勢(shì)勢(shì) 場(chǎng)場(chǎng)Consuming Tendency Market在中國(guó)，不能過(guò)分強(qiáng)調(diào)目標(biāo)受眾 細(xì)分化? 品牌的傳播要充分影響到消費(fèi)者周?chē)沫h(huán)境，必須使用大眾媒體。? 目前，在中國(guó)還缺乏具有足夠影響力的專(zhuān)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(rùn)滑油： 專(zhuān)業(yè)用品上最大眾化的電視時(shí)段Monarch Lubricating Oil: niche products are aired on TV time slot, a very mass media.2023年 1－ 2月，平均每月銷(xiāo)售額超過(guò) 2個(gè)億，預(yù)計(jì)年銷(xiāo)售額將達(dá)到 25個(gè)億。In January and February 2023, its average sales monthly is over 200 it is estimated that its annual sales will reach billion喜之郎果凍：青少年小眾產(chǎn)品也上招標(biāo)時(shí)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(xiāo)量達(dá)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(dòng)購(gòu)買(mǎi)更有效、策略創(chuàng)新比被動(dòng)購(gòu)買(mǎi)更有效 Strategy innovation is more efficient than purchase only 很多廣告主在媒介購(gòu)買(mǎi)時(shí)，簡(jiǎn)單地參照媒體既有的廣告產(chǎn)品做計(jì)劃，這屬于 “被動(dòng)式購(gòu)買(mǎi) ”，缺乏創(chuàng)新，影響效果。Lack of innovation when advertisers purchase media Ad 在目前復(fù)雜的媒體環(huán)境下，更需要加強(qiáng)與媒體的互動(dòng)，進(jìn)行創(chuàng)新式策略投放。 To reach Ad innovation, interactive munication with media is a must2023年底 ，寶潔與央視《半邊天》合作推出，寶潔與央視《半邊天》合作推出““ 飄柔女性記錄飄柔女性記錄 ”” ，備受關(guān)注。，備受關(guān)注。By the end of 2023, a coo
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