媒介是企業(yè)的戰(zhàn)略性資源-wenkub.com
2025-01-15 13:45 本頁面
【正文】 China Mobile: often buy slots after Focus Interview 創(chuàng)新是永遠(yuǎn)的主題 Innovation is a theme forever 要把貨鋪在消費者心里 To spread your products in the mind of consumers 據(jù)調(diào)查， %的人在進(jìn)藥店之前，就已經(jīng)決定了買哪個品牌的藥 According to a survey, % people has decided to buy which brand name medicine before they enter into the pharmacy 用品牌傳播拉動消費者心目中的品牌占有率，品牌心理占有率與市場占有率成正比 To rise your brand identity in the mind of consumers will promote the market share of your products 品牌在行業(yè)中實際排第幾不重要 在消費者心目中排第幾最重要 The rank number of your brand name in the industry is not important, instead the rank in the mind of consumers is the key. 由于信息不對稱，弱勢品牌要通過強(qiáng)勢媒體進(jìn)行突圍，而強(qiáng)勢品牌則也要通過強(qiáng)勢媒體來穩(wěn)固地位 Due to imbalance of information, a weak brand name needs a strong media to rise its identity,and a strong brand name also needs a strong media to maintain its petitive and stable position 中國目前正處于消費結(jié)構(gòu)升級階段，消費者 由過去的不注重 品牌到今天的非常注重品牌 In China the consumption structure is on the stage of upgrade currently. consumers’ concept is changing, from not paying attention to brand in the past to attaching great importance on brand today. ? 2022年消費調(diào)查數(shù)據(jù)： 70%的購買力流向 “ 名優(yōu) ” 產(chǎn)品。 By the end of 2022, a cooperative program titled as “Rejoice Women’s Memory” between Pamp。 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(dá)到 20億元左右。 Peter Guo Robert Kirkpatrick 消費者重視他人和社會的評價， 被評價的意識強(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 “Tenden
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