两企业媒介投资管理对比-工商管理专业论文.docxVIP

I I 摘 要 中国消费市场在改革开放后迅速发展，人民生活水平不断提升，对各类各色 产品的需求也持续增长。为了满足市场上日益增长的需求，企业不断推陈出新， 迎合消费者需求不停的推出新品牌、新产品；而为了保证自身品牌和产品在市场 激烈的竞争中脱颖而出，具有持续的品牌知名度和认知度，媒介投资管理成为了 企业和品牌在市场营销中最为重要的一环。媒介投资管理涉及到品牌市场营销目 标、品牌内涵传递、品牌广告拍摄、投资预算框定及预算优化、媒介投资目标设 定、制定投资战略、执行结果追踪等方方面面。针对媒介投资管理，不同的企业 因其企业性质而具有不同的特点和管理方式。本文对比中国市场快速消费品类中 的两家公司，分析中国企业和外国企业在媒介投资管理中的异同。通过对比及分 析，汲取外国企业在媒介投资管理中的先进方式及方法，对中国企业媒介投资管 理中存在的问题进行洞察及讨论，提出未来中国企业在媒介投资管理中应该注意 的问题及改进的方向和措施，以便中国企业进一步提升自身媒介投资管理能力、 最大效率的提升品牌传播力，在市场竞争中取得长足发展，促进中国市场经济繁 荣发展。 关键词：媒介投资管理，企业，对比 II II Abstract The living stand is improving with the development of the society since the reform and opening policy in China, meanwhile the demands keep rising status. To satisfy the increasing requirement in the market, companies and enterprises are consistently launching new brands and new products. For the victory of the intense competition, establish brand awareness and brand loyalty, media investment plays an essential role in the process of company and brand marketing. Media investment contains brand marketing goal, brand story, brand commercials, brand media budget, the optimization of the budget, media investment goal setting, investment strategy and execution results, results tracking etc. In terms of media investment, different enterprises have different approaches for investment management rely on diverse enterprises nature. This thesis will compare two enterprises state-owned and foreign of FMCG industry in China; analyze the similarities and differences on the media investment management. Through the analysis gain the developed management mode of the foreign enterprise, recognize the problems in the procedure of media investment management. The paper points out the problems and proposes corresponding optimized measures for the states owned enterprise, as the company could implement the measures in future, further lift the capacity of media investment management, maximize the efficiency of brand broadcast, consolidate the position in the marketing completion, finally