媒介是企业的战略性资源PPT课件

1、媒介是企业的战略性资源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.2004年5月22日 上海May 2

2、2 2004 Shanghai提要Outline一、媒介是企业的战略性资源一、媒介是企业的战略性资源几个广告观点几个广告观点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、企业与媒体要深度互动，建立战略合作伙伴关系二、企业与媒体要深度互动，建立

3、战略合作伙伴关系Enterprises and media should have in-depth Enterprises and media should have in-depth interactive communications and establish strategic interactive communications and establish strategic partnershippartnership对企业而言对企业而言营销是企业经营的营销是企业经营的核心核心广告是营销的广告是营销的重点重点媒介策略是广告的媒介策略是广告的关键关键基本观点基本观点Media is

4、 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.蒙牛蒙牛: 4年年增长增长115115倍倍Mengniu: Increase 115 times in 4 yearsMengniu: Increase 115 times in 4 years0.432.948.521511000 01010202030304

5、040505060607070808090901001001999年1999年2000年2000年2001年2001年2002年2002年2003年2003年2004年2004年亿元亿元7.137.13申奥广告申奥广告July 13, 2001, Beijings Bid for 2008 OlympicJuly 13, 2001, Beijings Bid for 2008 Olympic激情时刻，与消费者共同喝彩激情时刻，与消费者共同喝彩At the very moment with great passion, Haier is cheering and celebrating toge

6、ther with consumers 韩日世界杯的收视份额是达到45%， 当数据出来时，错过机会的只有遗憾!The rating share of Korea-Japan World Cup reached 45%, when this number comes out, for those missing the chance, only to regret!伊拉克战争伊拉克战争Iraqi War统一润滑油：和平的声音统一润滑油：和平的声音Monarch Lubricating Oil: Voice of Peace20042004年的重大机会：雅典奥运会年的重大机会：雅典奥运会The b

7、iggest and most The biggest 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晚间晚间19:5719:57推出推出由高露洁特约播出的由高露洁特约播出的“千秋奥运千秋奥运”特别节目。特别节目。千秋奥运千秋奥运From March 21,2004, a special Olympic sports show entitled Olympic Sto

8、ries sponsored by colgate is on air at 19:57 on CCTV-1 海尔：海尔：Haier2004年年5月月5日开始，日开始，雅典奥运会倒计时雅典奥运会倒计时Starting from May 5th 2004, Haier sponsored 100 day countdown for 2004 Olympic Games in Athens雅典奥运会：雅典奥运会：20042004年企业宣传和推广的契机年企业宣传和推广的契机! !Athens Olympic: best chance for an Athens Olympic: best chanc

9、e for an enterprise to promote their productsenterprise to promote their products现在启动的不仅仅是雅典奥运会现在启动的不仅仅是雅典奥运会20082008北京奥运会已经拉开帷幕北京奥运会已经拉开帷幕你准备好了吗？你准备好了吗？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

10、fact the curtain of 2008 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：中国市场的特色背景一：中国市场的特色Feature of China Marketplace2002年9月25日，宝洁全球媒介总经理到中央电视台广告部交流。“P&G Trusts the power of Ad”On September 2002, Mr. Berna

11、rd Glock,GM of Global Media, 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

12、 people and society. They show great interests in being evaluated by others, and they have an obvious tendency in staying within the mainstream.背景二：中国市场的特色背景二：中国市场的特色Feature of China Marketplace99%99%的人不是消费者但的人不是消费者但他们会影响到消费者，他们会影响到消费者，形成一种形成一种“势势”99% are not consumers, but they will influence the d

13、ecision 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个影响消费者的势势场场Consumers are highly influenced by consuming environment, and there is a “Tendency Market” around consumers. consumersconsumersConsuming Tendency Market在中国，不能过分强调目标受众在中国，不能过分强调目标受众细分化细分化 品牌的

14、传播要充分影响到消费者周围的环境，必须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。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。目前，在中国还缺乏具有足够影响力的专业媒体。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 en

15、ough force. 统一润滑油：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12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 billion0

16、 05 510101515202025251995199519971997199919992001200120032003统一润滑油近年销售增长图统一润滑油近年销售增长图喜之郎果冻：青少年小众产品也上招标时段。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 sal

17、es yearly reached around 2 billion. 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，这属于计划，这属于“被动式购买被动式购买”，缺乏创新，影响效果。，缺乏创新，影响效果。 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。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

18、 P&G 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，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。如重要时段的垄断性占有、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 mono

19、poly occupancy of important time slots and Designated Slots(DS)Designated Slots(DS) 海尔、宝洁：海尔、宝洁：招标段和招标段和CCTV-1的整体集团购买的整体集团购买Haier, P&G: prime time bidding slots and CCTV-1 whole group purchase 步步高：步步高：中央电视台中央电视台黄金时段黄金时段指定位置；中央电视台指定位置；中央电视台重大活动重大活动BUBUGAO: CCTV-Prime Time Slot-DS；CCTV- Big Events

20、 喜之郎、江中制药：喜之郎、江中制药：重要时段的常年购买重要时段的常年购买XIZHILANG and Jiangzhong medicine factory: buy important slots all the year round 中国移动中国移动 ：焦点访谈后常有购买。焦点访谈后常有购买。China Mobile: often buy slots after Focus Interview创新是永远的主题创新是永远的主题Innovation is a Innovation is a theme forevertheme forever4 4、要把货铺在消费者心里、要把货铺在消费者心里T

21、o spread your products in the mind To spread your products in the mind of consumersof consumers据调查，44.3%的人在进药店之前，就已经决定了买哪个品牌的药 According to a survey, 44.3% people has decided to buy which brand name medicine before they enter into the pharmacy用品牌传播拉动消费者心目中的品牌占有率，品牌心理占有率与市场占有率成正比To rise your brand id

22、entity in the mind of consumers will promote the market share of your products5 5、品牌在行业中实际排第几不重要、品牌在行业中实际排第几不重要 在消费者心目中排第几最重要在消费者心目中排第几最重要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, inst

23、ead the rank in the mind of consumers is the key.the mind of consumers is the key.由于信息不对称，弱势品牌要通过强势媒体进行突围，而由于信息不对称，弱势品牌要通过强势媒体进行突围，而强势品牌则也要通过强势媒体来稳固地位强势品牌则也要通过强势媒体来稳固地位Due to imbalance of information, a weak brand name Due to imbalance of information, a weak brand name needs a strong media to rise i

24、ts identity,and a needs a 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

25、of upgrade currently. consumers concept is changing, from not paying attention to brand in the past to attaching great importance on brand today. 20032003年消费调查数据：年消费调查数据：70%70%的购买力流向的购买力流向“名优名优”产品。产品。2004 survey shows that 70% of the purchase flows to brand name products背景：中国市场的特色背景：中国市场的特色Feature o

26、f China Marketplace6 6、领导品牌在传播上要采取、领导品牌在传播上要采取 对高端媒体资源的垄断性占有对高端媒体资源的垄断性占有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 宝洁的媒介压制策略宝洁的媒介压制策略7 7、构筑媒介策略的战略高地、构筑媒介

27、策略的战略高地 把好媒介资源的战略要塞把好媒介资源的战略要塞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：支撑支撑 + + 补充补充Media Strategy: Support+ supplementMedia Strategy: Support+ supplement支 撑 点：战略要点战略要点Suppor

28、t point: strategic planSupport point: strategic plan 背景：中国市场的特色背景：中国市场的特色Feature of China MarketplaceSame news story with different versions, Which TV station do you prefer to trust, CCTV or local TV?由谁说将直接影响到由谁说将直接影响到所说的内容是不是可以被受众所接受所说的内容是不是可以被受众所接受Who is speaking will directly affect whether the c

29、ontent to be said could be accepted by acceptors or not.媒体的品质也是传播力媒体的品质也是传播力这不是用数据简单能够量化的这不是用数据简单能够量化的The quality of media is also communication power, it can not be measured with data.招标段CCTV专业频道省级卫视省级地面频道城市电视台县（区）电视台CCTV-1中国媒体的层级分布鲜明，在美国有几个全国电视媒体网，中国媒体的层级分布鲜明，在美国有几个全国电视媒体网，而在中国只有中央电视台完全覆盖全国而在中国只有中

30、央电视台完全覆盖全国 The pyramid structure 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