媒介是企业的战略性资源(PPT 49)VIP专享

媒介是企业的战略性资源Media is the strategic resources of an enterprise—— 中国市场特色条件下的品牌传播之道The Secret of Spreading Your Brand Name Under the Circumstance of Special Feature of China Marketplace 中央电视台广告部副主任 何海明 博士Dr. He Haiming , Deputy Director of CCTV Advertising Dept.Shanghai提要Outline一、媒介是企业的战略性资源——几个广告观点Media is the strategic resources of an enterprise, Some of my viewpoints on Ad to be shared with you二、企业与媒体要深度互动，建立战略合作伙伴关系Enterprises and media should have in-depth interactive communications and establish strategic partnership对企业而言——营销是企业经营的核心广告是营销的重点媒介策略是广告的关键媒介是企业的战略性资源基本观点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“神五”事件Mengniu took the event chance of the launch of SHENZHOU V神舟五号发射成功后，来自央视媒介研究、央视索福瑞媒介研究和 AC尼尔森三家调研公司的数据都表明：After the successful launch of spaceship SHENZHOU V, statistics from AC Nielson, CCTV Media Research and Sofarie Media research showed that:蒙牛现在已经成为乳品行业的第一品牌 ! Mengniu has already become number one brand name in the milk industry.蒙牛 : 4 年增长 115 倍Mengniu: Increase 115 times in 4 years0.432.948.5215110001020304050607080901001999年2000年2001年2002年2003年2004年亿元海尔集团 7.13 申奥广告July 13, 2001, Beijing’s Bid for 2008 Olympic激情时刻，与消费者共同喝彩At the very moment with great passion, Haier is cheering and celebrating together with consumers韩日世界杯，全体中国人的期待Korea-Japan World Cup 2002, Expectations of all Chinese- 观众对海尔场景变换的 LOGO 切换广告形式记忆犹新The Logo switch Ad of Haier is very imp...