媒介是企业的战略性资源.pptVIP

99%的人不是消费者但他们会影响到消费者，形成一种“势” 99% are not consumers, but they will influence the decision of consumers, and we call it “tendency”. 消费主体受消费环境的影响大，消费者周围存在一个影响消费者的势场 Consumers are highly influenced by consuming environment, and there is a “Tendency Market” around consumers. 消费者consumers 消费环境consumers 消费势场 Consuming Tendency Market 在中国，不能过分强调目标受众细分化 品牌的传播要充分影响到消费者周围的环境，必须使用大众媒体。 目前，在中国还缺乏具有足够影响力的专业媒体。 You can’t over-emphasize 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. 统一润滑油：专业用品上最大众化的电视时段 Monarch Lubricating Oil: niche products are aired on TV time slot, a very mass media. 2004年1－2月，平均每月销售额超过2个亿，预计年销售额将达到25个亿。 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 billion 喜之郎果冻：青少年小众产品也上招标时段。 XIZHILANG Jelly: a niche product for kids, it is aired on the prime time bidding slot 已经成为行业代名词，年销量达到20亿元左右。 XIZHILANG is becoming a symbol name for jelly products, and its sales yearly reached around 2 billion. 3、策略创新比被动购买更有效 Strategy innovation is more efficient than purchase only 很多广告主在媒介购买时，简单地参照媒体既有的广告产品做计划，这属于“被动式购买”，缺乏创新，影响效果。 Lack of innovation when advertisers purchase media Ad 在目前复杂的媒体环境下，更需要加强与媒体的互动，进行创新式策略投放。 To reach Ad innovation, interactive communication with media is a must 2003年底，宝洁与央视《半边天》合作推出 “飘柔女性记录”，备受关注。 By the end of 2003, a cooperative program titled as “Rejoice Women’s Memory” between PG and Half the sky, a women show of CCTV, is very successful 当然，创新决不止于此，还有很多很多， 如重要时段的垄断性占有、指定位置等。 Of course, there are other innovative measures such as monopoly occupancy of important time slots and Designated Slots(DS) 海尔、宝洁：招标段和CCTV-1的整体集团购买 Haier, PG: prime time bidding slots and CCTV-1 whole group purchase 步步高：中央电视台—黄金时段—指定位置；中央电视台—重大活动 BUBUGAO: CCTV-Prime Time Slot-DS；CCTV- Big Events 喜之郎、江中制药：重要时段的常