媒介是企業(yè)的戰(zhàn)略性資源(ppt49)-展示頁
2025-01-13 19:46本頁面
【正文】 成一種 “ 勢 ”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)者周圍存在一個(gè)影響消費(fèi)者的 勢 場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) 勢勢 場場Consuming Tendency Market在中國，不能過分強(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)者周圍的環(huán)境，必須使用大眾媒體。Media purchase is something like buying future stock, it is for the future. Survey statistics represents past , not for future.未來，比過去更重要未來，比過去更重要 !Future is more important than past2023年的重大機(jī)會(huì)：雅典奧運(yùn)會(huì)The biggest and most important chance in 2023: Athens Olympic Games2023年 3月 21日起，CCTV1晚間 19:57推出由高露潔特約播出的 “千秋奧運(yùn) ” 特別節(jié)目。 數(shù)據(jù)：表現(xiàn)的是過去數(shù)據(jù)：表現(xiàn)的是過去 ,并不能準(zhǔn)確預(yù)測未來。媒介是企業(yè)的戰(zhàn)略性資源Media is the strategic resources of an enterprise—— 中國市場特色條件下的品牌傳播之道The Secret of Spreading Your Brand Name Under the Circumstance of Special Feature of China Marketplace 中央電視臺(tái)廣告部副主任 何海明 博士Dr. He Haiming , Deputy Director of CCTV Advertising Dept.Shanghai提要Outline一、媒介是企業(yè)的戰(zhàn)略性資源 —— 幾個(gè)廣告觀點(diǎn)Media is the strategic resources of an enterprise, Some of my viewpoints on Ad to be shared with you二、企業(yè)與媒體要深度互動(dòng)，建立戰(zhàn)略合作伙伴關(guān)系Enterprises and media should have indepth interactive munications and establish strategic partnership對(duì)企業(yè)而言 ——營銷是企業(yè)經(jīng)營的 核心廣告是營銷的 重點(diǎn)媒介策略是廣告的 關(guān)鍵媒介是企業(yè)的戰(zhàn)略性資源媒介是企業(yè)的戰(zhàn)略性資源基本觀點(diǎn)Media is the strategic resources of an enterpriseTo an enterpriseMarketing is the core of business operationAdvertising is the focus of marketingMedia strategy is the key of Ad.蒙牛抓住了蒙牛抓住了 ““ 神五神五 ”” 事件事件Mengniu took the event chance of the launch of SHENZHOU V神舟五號(hào)發(fā)射成功后，來自央視媒神舟五號(hào)發(fā)射成功后，來自央視媒介研究、央視索福瑞媒介研究和介研究、央視索福瑞媒介研究和 AC尼爾森三家調(diào)研公司的數(shù)據(jù)都表明尼爾森三家調(diào)研公司的數(shù)據(jù)都表明：： After the successful launch of spaceship SHENZHOU V, statistics from AC Nielson, CCTV Media Research and Sofarie Media research showed that:蒙?，F(xiàn)在已經(jīng)成為乳品
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