媒介是企業(yè)的戰(zhàn)略性資源(PPT )

1、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Media is the strategic resources of an enterprise中國(guó)市場(chǎng)特色條件下的品牌傳播之道中國(guó)市場(chǎng)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

2、、一、媒介是企業(yè)的戰(zhàn)略性資源媒介是企業(yè)的戰(zhàn)略性資源幾個(gè)廣告觀(guān)點(diǎn)幾個(gè)廣告觀(guān)點(diǎn)Media is the strategic resources of an Media is the strategic resources of an enterprise, Some of my viewpoints on Ad to be enterprise, Some of my viewpoints on Ad to be shared with youshared 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 m

3、edia should have in-depth Enterprises and media should have in-depth interactive communications and establish strategic interactive communications and establish strategic partnershippartnership對(duì)企業(yè)而言對(duì)企業(yè)而言營(yíng)銷(xiāo)是企業(yè)經(jīng)營(yíng)的營(yíng)銷(xiāo)是企業(yè)經(jīng)營(yíng)的核心核心廣告是營(yíng)銷(xiāo)的廣告是營(yíng)銷(xiāo)的重點(diǎn)重點(diǎn)媒介策略是廣告的媒介策略是廣告的關(guān)鍵關(guān)鍵基本觀(guān)點(diǎn)基本觀(guān)點(diǎn)Media is the strategic resources

4、of an enterpriseTo an enterpriseMarketing is the core of business operationAdvertising is the focus of marketingMedia strategy is the key of Ad.蒙牛蒙牛: 4年年增長(zhǎng)增長(zhǎng)115115倍倍Mengniu: Increase 115 times in 4 yearsMengniu: Increase 115 times in 4 years0.432.948.521511000 010102020303040405050606070708080909010

5、01001999年1999年2000年2000年2001年2001年2002年2002年2003年2003年2004年2004年億元億元7.137.13申奧廣告申奧廣告July 13, 2001, Beijings Bid for 2008 OlympicJuly 13, 2001, Beijings Bid for 2008 Olympic激情時(shí)刻，與消費(fèi)者共同喝彩激情時(shí)刻，與消費(fèi)者共同喝彩At the very moment with great passion, Haier is cheering and celebrating together with consumers 韓日世界杯

6、的收視份額是達(dá)到45%， 當(dāng)數(shù)據(jù)出來(lái)時(shí)，錯(cuò)過(guò)機(jī)會(huì)的只有遺憾!The rating share of Korea-Japan World Cup reached 45%, when this number comes out, for those missing the chance, only to regret!伊拉克戰(zhàn)爭(zhēng)伊拉克戰(zhàn)爭(zhēng)Iraqi War統(tǒng)一潤(rùn)滑油：和平的聲音統(tǒng)一潤(rùn)滑油：和平的聲音Monarch Lubricating Oil: Voice of Peace20042004年的重大機(jī)會(huì)：雅典奧運(yùn)會(huì)年的重大機(jī)會(huì)：雅典奧運(yùn)會(huì)The biggest and most The bigge

7、st and most important chance in 2004: important chance in 2004: Athens Olympic GamesAthens Olympic Games20042004年年3 3月月2121日起，日起，CCTV-1CCTV-1晚間晚間19:5719:57推出推出由高露潔特約播出的由高露潔特約播出的“千秋奧運(yùn)千秋奧運(yùn)”特別節(jié)目。特別節(jié)目。千秋奧運(yùn)千秋奧運(yùn)From March 21,2004, a special Olympic sports show entitled Olympic Stories sponsored by colgate

8、 is on air at 19:57 on CCTV-1 海爾：海爾：Haier2004年年5月月5日開(kāi)始，日開(kāi)始，雅典奧運(yùn)會(huì)倒計(jì)時(shí)雅典奧運(yùn)會(huì)倒計(jì)時(shí)Starting from May 5th 2004, Haier sponsored 100 day countdown for 2004 Olympic Games in Athens雅典奧運(yùn)會(huì)：雅典奧運(yùn)會(huì)：20042004年企業(yè)宣傳和推廣的契機(jī)年企業(yè)宣傳和推廣的契機(jī)! !Athens Olympic: best chance for an Athens Olympic: best chance for an enterprise to pr

9、omote their productsenterprise to promote their products現(xiàn)在啟動(dòng)的不僅僅是雅典奧運(yùn)會(huì)現(xiàn)在啟動(dòng)的不僅僅是雅典奧運(yùn)會(huì)20082008北京奧運(yùn)會(huì)已經(jīng)拉開(kāi)帷幕北京奧運(yùn)會(huì)已經(jīng)拉開(kāi)帷幕你準(zhǔn)備好了嗎？你準(zhǔn)備好了嗎？Today, The 2004 Athens Olympic Games is Today, The 2004 Athens Olympic Games is ready to start very soon, in fact the ready to start very soon, in fact the curtain of 2008

10、Beijing Olympic Games is curtain of 2008 Beijing Olympic Games is already open also, are you ready?already open also, are you ready? 背景一：中國(guó)市場(chǎng)的特色背景一：中國(guó)市場(chǎng)的特色Feature of China Marketplace2002年9月25日，寶潔全球媒介總經(jīng)理到中央電視臺(tái)廣告部交流?！癙&G Trusts the power of Ad”O(jiān)n September 2002, Mr. Bernard Glock,GM of Global Med

11、ia, P&G, exchanged ideas with CCTV Ad Dept. 20042004年年2 2月月5 5日日Colgate believes more the power of AdOn Feb. 5, Vice president of Colgate paid a visit to CCTVEmllo Alvarez-Reclo & Peter GuoRobert Kirkpatrick Chinese consumers highly value the word-of-mouth from other people and society. They

12、 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)的特色背景二：中國(guó)市場(chǎng)的特色Feature of China Marketplace99%99%的人不是消費(fèi)者但的人不是消費(fèi)者但他們會(huì)影響到消費(fèi)者，他們會(huì)影響到消費(fèi)者，形成一種形成一種“勢(shì)勢(shì)”99% are not consumers, but they will influence the decision of consumers, and

13、 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)嬖谝幌M(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)者的個(gè)影響消費(fèi)者的勢(shì)勢(shì)場(chǎng)場(chǎng)Consumers are highly influenced by consuming environment, and there is a “Tendency Market” around consumers. consumersconsumersConsuming Tendency Market在中國(guó)，不能過(guò)分強(qiáng)調(diào)目標(biāo)受眾在中國(guó)，不能過(guò)分強(qiáng)調(diào)目標(biāo)受眾細(xì)分化細(xì)分化 品牌的傳播要充分影響到消費(fèi)者周?chē)沫h(huán)境，必須品牌的傳播要

14、充分影響到消費(fèi)者周?chē)沫h(huán)境，必須使用大眾媒體。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。目前，在中國(guó)還缺乏具有足夠影響力的專(zhuān)業(yè)媒體。You cant over-emphasize target consumers theory in China- The spread of brand shall effect consumers surrounding sufficiently, mass media- At present, there is a shortage of professional media with enough force. 統(tǒng)一潤(rùn)滑油：統(tǒng)一潤(rùn)滑油：專(zhuān)

15、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.2004年12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 2004, its average sales monthly is over 200 million.And it is estimated that its annual sales will reach 2.5 billion0 05 510101515202025251995

16、199519971997199919992001200120032003統(tǒng)一潤(rùn)滑油近年銷(xiāo)售增長(zhǎng)圖統(tǒng)一潤(rùn)滑油近年銷(xiāo)售增長(zhǎng)圖喜之郎果凍：青少年小眾產(chǎn)品也上招標(biāo)時(shí)段。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 becoming a symbol name for jelly products, and its sales yearly reached around

17、2 billion. 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，這屬于計(jì)劃，這屬于“被動(dòng)式購(gòu)買(mǎi)被動(dòng)式購(gòu)買(mǎi)”，缺乏創(chuàng)新，影響效果。，缺乏創(chuàng)新，影響效果。 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)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。新式策略投放。20032003年底年底By the end of 2003, a cooperative program titled as “Rejoice Womens Memory” between P&G and Half the sky

18、, a women show of CCTV, is very successful當(dāng)然，創(chuàng)新決不止于此，還有很多很多，當(dāng)然，創(chuàng)新決不止于此，還有很多很多，如重要時(shí)段的壟斷性占有、指定位置等。如重要時(shí)段的壟斷性占有、指定位置等。Of course, there are other innovative measures such Of course, there are other innovative measures such as monopoly occupancy of important time slots and as monopoly occupancy of importa

19、nt time slots and Designated Slots(DS)Designated Slots(DS) 海爾、寶潔：海爾、寶潔：招標(biāo)段和招標(biāo)段和CCTV-1的整體集團(tuán)購(gòu)買(mǎi)的整體集團(tuán)購(gòu)買(mǎi)Haier, P&G: prime time bidding slots and CCTV-1 whole group purchase 步步高：步步高：中央電視臺(tái)中央電視臺(tái)黃金時(shí)段黃金時(shí)段指定位置；中央電視臺(tái)指定位置；中央電視臺(tái)重大活動(dòng)重大活動(dòng)BUBUGAO: CCTV-Prime Time Slot-DS；CCTV- Big Events 喜之郎、江中制藥：喜之郎、江中制藥：重要時(shí)段的常

20、年購(gòu)買(mǎi)重要時(shí)段的常年購(gòu)買(mǎi)XIZHILANG and Jiangzhong medicine factory: buy important slots all the year round 中國(guó)移動(dòng)中國(guó)移動(dòng) ：焦點(diǎn)訪(fǎng)談后常有購(gòu)買(mǎi)。焦點(diǎn)訪(fǎng)談后常有購(gòu)買(mǎi)。China Mobile: often buy slots after Focus Interview創(chuàng)新是永遠(yuǎn)的主題創(chuàng)新是永遠(yuǎn)的主題Innovation is a Innovation is a theme forevertheme forever4 4、要把貨鋪在消費(fèi)者心里、要把貨鋪在消費(fèi)者心里To spread your products in

21、 the mind To spread your products in the mind of consumersof consumers據(jù)調(diào)查，44.3%的人在進(jìn)藥店之前，就已經(jīng)決定了買(mǎi)哪個(gè)品牌的藥 According to a survey, 44.3% people has decided to buy which brand name medicine before they enter into the pharmacy用品牌傳播拉動(dòng)消費(fèi)者心目中的品牌占有率，品牌心理占有率與市場(chǎng)占有率成正比To rise your brand identity in the mind of con

22、sumers will promote the market share of your products5 5、品牌在行業(yè)中實(shí)際排第幾不重要、品牌在行業(yè)中實(shí)際排第幾不重要 在消費(fèi)者心目中排第幾最重要在消費(fèi)者心目中排第幾最重要The rank number of your brand name in the The rank number of your brand name in the industry is not important, instead the rank in industry is not important, instead the rank in the mind

23、of consumers is the key.the mind of consumers is the key.由于信息不對(duì)稱(chēng)，弱勢(shì)品牌要通過(guò)強(qiáng)勢(shì)媒體進(jìn)行突圍，而由于信息不對(duì)稱(chēng)，弱勢(shì)品牌要通過(guò)強(qiáng)勢(shì)媒體進(jìn)行突圍，而強(qiáng)勢(shì)品牌則也要通過(guò)強(qiáng)勢(shì)媒體來(lái)穩(wěn)固地位強(qiáng)勢(shì)品牌則也要通過(guò)強(qiáng)勢(shì)媒體來(lái)穩(wěn)固地位Due to imbalance of information, a weak brand name Due to imbalance of information, a weak brand name needs a strong media to rise its identity,and a needs a

24、 strong media to rise its identity,and a strong brand name also needs a strong media to strong brand name also needs a strong media to maintain its competitive and stable positionmaintain its competitive and stable position In China the consumption structure is on the stage of upgrade currently. con

25、sumers concept is changing, from not paying attention to brand in the past to attaching great importance on brand today. 20032003年消費(fèi)調(diào)查數(shù)據(jù)：年消費(fèi)調(diào)查數(shù)據(jù)：70%70%的購(gòu)買(mǎi)力流向的購(gòu)買(mǎi)力流向“名優(yōu)名優(yōu)”產(chǎn)品。產(chǎn)品。2004 survey shows that 70% of the purchase flows to brand name products背景：中國(guó)市場(chǎng)的特色背景：中國(guó)市場(chǎng)的特色Feature of China Marketplace6 6、領(lǐng)導(dǎo)

26、品牌在傳播上要采取、領(lǐng)導(dǎo)品牌在傳播上要采取 對(duì)高端媒體資源的壟斷性占有對(duì)高端媒體資源的壟斷性占有The The spreading of a Leading brand name should use spreading of a Leading brand name should use monopoly purchase of high end media resourcesmonopoly purchase of high end media resources 寶潔的媒介壓制策略寶潔的媒介壓制策略7 7、構(gòu)筑媒介策略的戰(zhàn)略高地、構(gòu)筑媒介策略的戰(zhàn)略高地 把好媒介資源的戰(zhàn)略要塞把好媒介資源

27、的戰(zhàn)略要塞Build strategic heights of media plan, keep Build strategic heights of media plan, keep strategic fortress of media resourcesstrategic fortress of media resources媒介策略：支撐支撐 + + 補(bǔ)充補(bǔ)充Media Strategy: Support+ supplementMedia Strategy: Support+ supplement支 撐 點(diǎn)：戰(zhàn)略要點(diǎn)戰(zhàn)略要點(diǎn)Support point: strategic planSu

28、pport point: strategic plan 背景：中國(guó)市場(chǎng)的特色背景：中國(guó)市場(chǎng)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(shuí)說(shuō)將直接影響到由誰(shuí)說(shuō)將直接影響到所說(shuō)的內(nèi)容是不是可以被受眾所接受所說(shuō)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 b

29、e accepted by acceptors or not.媒體的品質(zhì)也是傳播力媒體的品質(zhì)也是傳播力這不是用數(shù)據(jù)簡(jiǎn)單能夠量化的這不是用數(shù)據(jù)簡(jiǎn)單能夠量化的The quality of media is also communication power, it can not be measured with data.招標(biāo)段CCTV專(zhuān)業(yè)頻道省級(jí)衛(wèi)視省級(jí)地面頻道城市電視臺(tái)縣（區(qū)）電視臺(tái)CCTV-1中國(guó)媒體的層級(jí)分布鮮明，在美國(guó)有幾個(gè)全國(guó)電視媒體網(wǎng)，中國(guó)媒體的層級(jí)分布鮮明，在美國(guó)有幾個(gè)全國(guó)電視媒體網(wǎng)，而在中國(guó)只有中央電視臺(tái)完全覆蓋全國(guó)而在中國(guó)只有中央電視臺(tái)完全覆蓋全國(guó) The pyramid st

30、ructure of Chinese TV stations, in China CCTV is The pyramid structure of Chinese TV stations, in China CCTV is the only national TV network. In US there are several national the only national TV network. In US there are several national networks like ABC, CBS, NBC etc networks like ABC, CBS, NBC etc 因此，要迅速占領(lǐng)媒介制高點(diǎn)，強(qiáng)勢(shì)媒體造就強(qiáng)勢(shì)品牌So, rapidly occupy the heights of medi