媒介是企業(yè)的戰(zhàn)略性資源(ppt49)-文庫吧資料
2025-01-11 19:46本頁面
【正文】 , 2023, meeting and shaking hands with Mr. Alan Brown President, Unilever China成長的伙伴，成功的伙伴Growing partners, Successful partners。Of course, there are other innovative measures such as monopoly occupancy of important time slots and Designated Slots(DS) 海爾、寶潔： 招標段和 CCTV1的整體集團購買Haier, PG: prime time bidding slots and CCTV1 whole group purchase 步步高： 中央電視臺 — 黃金時段 — 指定位置；中央電視臺 — 重大活動BUBUGAO: CCTVPrime Time SlotDS； CCTV Big Events 喜之郎、江中制藥： 重要時段的常年購買XIZHILANG and Jiangzhong medicine factory: buy important slots all the year round 中國移動 ： 焦點訪談后常有購買。備受關(guān)注。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。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。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.2023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?！癙G Trusts the power of Ad”O(jiān)n September 2023, Mr. Bernard Glock,GM of Global Media, PG, exchanged ideas with CCTV Ad Dept. 2023年 2月 5日 ，高露潔公司全球副總裁拜會中央電視臺，高露潔公司全球副總裁拜會中央電視臺高露潔：高露潔： ““ 我們更相信廣告的力量我們更相信廣告的力量!”Colgate believes more the power of AdOn Feb. 5, Vice president of Colgate paid a visit to CCTVEmllo AlvarezReclo Peter GuoRobert Kirkpatrick消費者重視他人和社會的評價，消費者重視他人和社會的評價，被評價的意識強，從眾化傾向明顯被評價的意識強，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 Marketplace99%的人不是消費者但他們會影響到消費者，形
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