媒介是企業(yè)的戰(zhàn)略性資源(ppt49)(參考版)
2025-01-09 19:46本頁面
【正文】 ?2023 survey shows that 70% of the purchase flows to brand name products背景：中國市場的特色Feature of China Marketplace領(lǐng)導(dǎo)品牌在傳播上要采取 對高端媒體資源的壟斷性占有The spreading of a Leading brand name should use monopoly purchase of high end media resources 寶潔的媒介壓制策略構(gòu)筑媒介策略的戰(zhàn)略高地 把好媒介資源的戰(zhàn)略要塞Build strategic heights of media plan, keep strategic fortress of media resources媒介策略： 支撐 + 補(bǔ)充Media Strategy: Support+ supplement支 撐 點： 戰(zhàn)略要點Support point: strategic plan 中國消費者的權(quán)威、正統(tǒng)、主流意識很強(qiáng)中國消費者的權(quán)威、正統(tǒng)、主流意識很強(qiáng) Chinese consumers have a strong belief in authority, legitimacy, and dominance. 背景：中國市場的特色Feature of China MarketplaceSame news story with different versions, Which TV station do you prefer to trust, CCTV or local TV?由誰說將直接影響到所說的內(nèi)容是不是可以被受眾所接受Who is speaking will directly affect whether the content to be said could be accepted by acceptors or not.媒體的品質(zhì)也是傳播力這不是用數(shù)據(jù)簡單能夠量化的The quality of media is also munication power, it can not be measured with data.招標(biāo)段CCTV專業(yè)頻道省級衛(wèi)視省級地面頻道城市電視臺縣（區(qū)）電視臺CCTV1中國媒體的層級分布鮮明，在美國有幾個全國電視媒體網(wǎng)，而在中國只有中央電視臺完全覆蓋全國 The pyramid structure of Chinese TV stations, in China CCTV is the only national TV work. In US there are several national works like ABC, CBS, NBC etc 因此，要迅速占領(lǐng)媒介制高點，強(qiáng)勢媒體造就強(qiáng)勢品牌So, rapidly occupy the heights of media, a strong media will help you create a strong brand name 二、企業(yè)與媒體要深度互動， 建立戰(zhàn)略合作伙伴關(guān)系Enterprises and media should have in –depth munication and establish strong partnership品牌Brand2023年 8月 16日，手機(jī)行業(yè)高峰論壇On August 16, 2023, Summit Forum on Cell Phone Industry2023年 12月 22日，乳品行業(yè)高峰論壇On December 22, 2023, Summit Forum on Milk Industry2023年 9月，寶潔公司全球媒介總經(jīng)理拜會中央電視臺in September 2023, Mr. Bernald Glock,GM of Global Media, PG, exchanged ideas with CCTV Ad Dept. 2023年 2月 5日（元宵節(jié)），高露潔公司副總裁拜會中央電視臺On February 5th 2023, meeting with VP of Colgate2023年 3月 26日，聯(lián)合利華中國區(qū)總裁伯亞倫與中央電視臺廣告部溝通On March 26th
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