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1、策略联盟策略性媒体企划策略性媒体企划策略联盟市场营销市场营销生产者角度生产者角度怎样才能将产品多卖一些呢？怎样才能将产品多卖一些呢？消费者角度消费者角度怎样才能使消费者多买一些呢？怎样才能使消费者多买一些呢？策略联盟市场学：最简短的定义市场学：最简短的定义比其它竞争品牌比其它竞争品牌更能满足更能满足顾客的顾客的需要需要，且要有，且要有盈利盈利。策略联盟基本市场学基本市场学把把消费者消费者放在一切市场活动的放在一切市场活动的中心点中心点。重视产品带给消费者的重视产品带给消费者的利益利益，而非产品本身。，而非产品本身。查尔斯露华浓查尔斯露华浓“我们在我们在工厂工厂里生产里生产化妆品化妆品，但在但在
2、售点售点那里则是出售那里则是出售希望希望”策略联盟购买发生的过程购买发生的过程.需求需求正确的正确的4Ps广告策略广告策略创意策略创意策略媒介策略媒介策略购买购买策略联盟但若我们选择了错误的媒体但若我们选择了错误的媒体.需求需求正确的正确的4Ps广告策略广告策略创意策略创意策略媒介策略媒介策略策略联盟但若我们选择了错误的媒体但若我们选择了错误的媒体.需求需求正确的正确的4Ps广告策略广告策略创意策略创意策略媒介策略媒介策略策略联盟更糟的情况是更糟的情况是.购买竞争对手购买竞争对手的产品的产品需求需求正确的正确的4Ps广告策略广告策略创意策略创意策略媒介策略媒介策略策略联盟创意创意媒介媒介=X-
3、10 +100 +10影响范围影响范围10%20%80%90%投放金额投放金额媒介在市场传播的重要性（一）媒介在市场传播的重要性（一）广告效果广告效果策略联盟知名度知名度了解度了解度偏好度偏好度购买欲望购买欲望初次购买初次购买忠诚度忠诚度/口碑口碑媒介在市场传播的重要性（二）媒介在市场传播的重要性（二）创意创意媒介媒介策略联盟出现机率（出现机率（%）-100 创意创意+100 创意创意优劣创意分配图优劣创意分配图策略联盟当大部分的广告创意都属于一般时：当大部分的广告创意都属于一般时：只有通过媒介才能创造出差异！只有通过媒介才能创造出差异！媒介媒介媒介媒介品牌品牌 X品牌品牌 Y策略联盟广告量愈
4、大，市场占有率愈高？广告量愈大，市场占有率愈高？让我们看一下数据：让我们看一下数据：65%第一品牌，广告量排名第一第一品牌，广告量排名第一90%广告量排名第一，而非第一品广告量排名第一，而非第一品牌者，牌者，其成长率都远超于第一品牌其成长率都远超于第一品牌策略联盟我们的目的就是要找出那一半！我们的目的就是要找出那一半！“我知道我的广告费中有一半是给我知道我的广告费中有一半是给浪费掉的。但我不知道是哪一半！浪费掉的。但我不知道是哪一半！”John Wannamaker,1950策略联盟持久有效的持久有效的 媒介策略媒介策略不单可帮助客户不单可帮助客户 建立建立品牌品牌更可帮助客户更可帮助客户 巩
5、固巩固品牌品牌累积累积 品牌资产品牌资产策略联盟怎样才能怎样才能 更有效地更有效地 接触目标消费者？接触目标消费者？策略联盟媒体媒体企划企划：做对的事情：做对的事情媒体媒体执行执行：把事情做对：把事情做对策略联盟媒体媒体企划企划：做对的事情：做对的事情SMART Strategy策略策略SMART Region地域性地域性SMART Timing时间性时间性SMART Assess效果评估效果评估SMART Mix媒体组合媒体组合“S SM MA AR RT TPlanning”策略联盟媒体媒体企划企划：做对的事情：做对的事情SMART Strategy策略策略SMART Region地域性地
6、域性SMART Timing时间性时间性SMART Assess效果评估效果评估SMART Mix媒体组合媒体组合“S SM MA AR RT TPlanning”一切从消费者一切从消费者的洞察开始的洞察开始策略联盟SMART Strategy 策略针对品牌、市场目标、及广告目标；制定出针对品牌、市场目标、及广告目标；制定出相配合相配合的媒体策的媒体策略略利用消费者調研资料；找出接触他们的最佳机会点：利用消费者調研资料；找出接触他们的最佳机会点：中国有关的资料中国有关的资料了解了解宏观的宏观的市场情况市场情况CMMS-提供提供20个城市个城市深入的深入的消费习惯及生活形态资料消费习惯及生活形态
7、资料CNRS-提供提供30个城市个城市广泛的广泛的媒体习惯及生活形态资料媒体习惯及生活形态资料协助监督及完成既定策略协助监督及完成既定策略策略联盟与与中国中国有关的资料有关的资料资料范围资料范围基本人口数据基本人口数据基本经济数据基本经济数据政府的政策与法规政府的政策与法规未来发展方向未来发展方向应用目的：应用目的：了解市场的宏观情况了解市场的宏观情况在那里找在那里找？统计年鉴统计年鉴统计年鉴、剪报、资统计年鉴、剪报、资讯网站讯网站剪报、资讯网站剪报、资讯网站剪报、资讯网站剪报、资讯网站策略联盟部分与部分与中国中国有关的资讯网站有关的资讯网站策略联盟策略联盟策略联盟策略联盟.HOMEINTER
8、NETWTOINFOTECHTELECOMFINANCEMEDIA&ENTERTAINMENTAUTOMOTIVEAGRICULTURECOMMENTARYREFERENCE TOOLSTAIWAN IN THE NEWSBLACK MARKETOTHER INDUSTRIESE-STORECHINA MEDIAGUIDEABOUT USCHINAPOPPREMIUM SOLUTIONSWU WEIGHS INNet gatekeeper seeks stronger padlock (5 December 2000)Wu Jichuan calls for a tighter watch o
9、n the Web,while also chastising the media for the calling-party-pays fiasco.Story by Lester J.Gesteland,ChinaOnline NewsUpdated 6 December 200023:54 GMTEconomicnewsSanlianGrouptoinvestintroubledBaiwenCo.(5December2000)TheinsolventZhengzhouBaiwenCo.,whichisstillunderinvestigationforitshugedebtandille
10、galoperations,hasapprovedacapitalrestructuringplanthatwillmaketheSanlianGroupastrategicinvestor.Traditional Chinese medicine takes up fight against HIV(5 December 2000)There is growing concern that the AIDS epidemic in Asia is set to reach African proportions.Herbal medicines may help stem the tide.
11、Story by Calum MacLeod in Beijing,ChinaOnline News Isellsitsb-to-c,onlineshoppingservicesforUS$8million(5December2000)AShenzheninvestmentfirmhaspurchasedtheonlinebusiness-to-,essentiallysplitingthecompanyinhalf.InternetChinasNASDAQ-listedportalsitesfacehardtimes(5December2000)Withtheirstockpricesata
12、ll-timelows,theChineseportalsitesS,S,NandChinadotcomhaveallbecometargetsforbuyouts.InternetLow-scoringaffair:TdropspurchasingpriceofS(5December2000)ThaslowereditspurchasingpriceforthesportsWebsiteS,andithasalsopushedbackthefinaldeadlineofitsacquisitionfromNov.30toDec.13.Informationtechnology(IT)ITin
13、dustrycontinuesstronggrowth(5December2000)TheITindustryhadUS$67.2billioninsalesfromJanuarytoOctober,showingthefastestgrowthrateamongChinas40industrialsectors.TransportationSinoAirissuesstock,hopestoraiseUS$120.96M(5December2000)SinoAirisasubsidiaryoftheChinaNationalForeignTradeTransportation(Group)C
14、orp.andisthefirstlistedcompanytorunbothaninternationalcargobusinessandanairborneexpressservice.EnergyWellontheirway:CNOOC,PhillipstodevelopPenglaioilfield(5December2000)Undertherecentlysignedagreement,ChinaNationalOffshoreOilCorp.andPhillipsPetroleumCo.willjoinforcesforallphasesofdevelopmentoftheoil
15、field,whichwasdiscoveredinBohaiBayinMay1999.HealthcareDrugresearchinstitutionsrequiredtoregister(5December2000)TheStateDrugAdministrationannouncesthatallChinesedrugresearchinstitutionsarerequiredtoregisterwithappropriateauthoritiesbytheendofMarch2001.Informationtechnology(IT),TelecomPCCWlaunchesglob
16、alIPnetworkservice(5December2000)Thenewservice,WorldWideNumber(WWN),allowsuserstoplaceacalltobusinessesbydialingthefirstthreetofivelettersofaparticipatingcompanysEnglishnameonaGSMmobilephonekeypad.EconomicnewsHewlett-PackardjoinsTianjinfirmstobuildsoftware-testingcenter(5December2000)Asoftware-testi
17、ngcenterwillbeopenedandfundedbyHewlett-Packard(China)Co.,TianjinScienceandTechnologyDevelopmentCo.andTianjinZhenglianInformationEngineeringCo.AutomotiveNew car sales tax to pave western Chinas roads(5 December 2000)A new 10 percent vehicle sales tax,which will replace the existing vehicle purchase s
18、urcharge,will provide funding for new road construction in western China.FinancialservicesHongKonglauncheslargepensionfund(5December2000)TheMandatoryProvidentFundhasbeenlaunchedinHongKong.Morethan3millionworkersmaylookforwardtodrawingpensionsuponretirement.Metals&miningSino-Germanstainlesssteeljoint
19、venturetostartproductioninearly02(5December2000)Constructionofthefirstphaseofwhateventuallywillbethecountryslargestmetaloperationhasbegun.ShanghaiKruppStainlessSteelCo.willuseadvancedtechnologytoproducecold-rolledstainlesssteel.HealthcareStatedrugboardcracksdownonpharmaceuticalWebsites(5December2000
20、)WiththerecentemergenceofmanypharmaceuticalWebsites,ChinasStateDrugAdministrationwillbeconductinginvestigationsandpunishinganysitesengaginginillegalpharmaceuticalbusiness.EconomicnewsProfitsup30%for27industrialsectors(5December2000)Theoil-extractingindustryrankedfirst,withprofitsjumping263percenttoU
21、S$10.89billion.EconomicnewsNorthwestChinatoundergoindustrialrestructuring(5December2000)Ningxia,QinghaiandGansuprovinceswillwithdrawfromsugarproduction,whilemostofthenorthwestwillquitthecoal,textilesandsteelindustries.ConsumergoodsAudiovisualproductsmarketscutby50%(5December2000)Intheinterestofdevel
22、opingchainstores,superstoresande-commerce,ChinasMinistryofCulturehascuttheaudiovisualproductsmarketsby50percentsinceMarchof1999.Plansaretoeliminateallsuchmarketsby2002.TelecomMotorolahelpsZhejiangMobileexpand(5December2000)TheUS$29millioncontractbetweenthetwosidesmarksthefirsttimeMotorolahasagreedto
23、provideatelecomoperatorwirelessapplicationandconsultingservices.EconomicnewsSouthKoreasSKtoexpandinChina(5December2000)SKisseekingextensivecooperationwithChinesepartnersinresearchanddevelopmentofthird-generationmobilephones,Internetdevelopmentandotherareasofthetelecomindustry.NetcastChoose your spee
24、d56K 100KBREAKINGCHINA NEWS from ReutersMORE CHINA BRIEFINGCHINAS MARKETS5 December 2000CLOSECHANGEShanghai B Shares77.54-0.36%Shenzhen B Shares121.150.02%Shanghai A Shares2215.69-0.02%Shenzhen A Shares694.92-0.22%Enter stock code or company name to get quotes(Disclaimer)Hong Kong StocksHang Seng In
25、dex 12/6/00GEM Index 12/6/00TODAYS TOP HEADLINES IN JAPANESECOMMENTARY New Net rules not a nuisance?(5 December 2000)The October release of new Internet regulations caused a flurry of media activity.But when examined in a critical light,the new regulations seem surprisingly old,says David Cowhig.Wan
26、ted:Job for the unwanted migrant(4 December 2000)Chinas labor force is constantly in flux.Tamara Jacka discusses the barriers and discrimination that rural migrant workers face when they arrive in the city.13 facts about ChinaECONOMIC FOCUSWEATHERBeijingHong KongShanghaiLETTERS TO THE EDITORGive us
27、your feedbackWEEKLY NEWSLETTERFor the week ending Dec.1,2000EYE ON TAIWANVirtual realitiesBy John TkacikCORRECTIONSFree DailyHeadlinessubscribeunsubscribe Your e-mail:Home|Internet|Eye On Taiwan|WTO|Black Market|Infotech|TelecomFinance|Media/Entertainment|Automotive|Commentary|Reference ToolsContact
28、 Us|About ChinaOnline|E-Store|China Media Guide|ChinaPop|Premium Solutions Job Opportunities|Request Advertising Information|Site Map|Privacy PolicyChinaOnline is an independent source of business information and is not funded by any government ChinaOnline 2000.HOMEINTERNETWTOINFOTECHTELECOMFINANCEM
29、EDIA&ENTERTAINMENTAUTOMOTIVEAGRICULTURECOMMENTARYREFERENCE TOOLSTAIWAN IN THE NEWSBLACK MARKETOTHER INDUSTRIESE-STORECHINA MEDIAGUIDEABOUT USCHINAPOPPREMIUM SOLUTIONSWU WEIGHS INNet gatekeeper seeks stronger padlock (5 December 2000)Wu Jichuan calls for a tighter watch on the Web,while also chastisi
30、ng the media for the calling-party-pays fiasco.Story by Lester J.Gesteland,ChinaOnline NewsUpdated 6 December 200023:54 GMTEconomicnewsSanlianGrouptoinvestintroubledBaiwenCo.(5December2000)TheinsolventZhengzhouBaiwenCo.,whichisstillunderinvestigationforitshugedebtandillegaloperations,hasapprovedacap
31、italrestructuringplanthatwillmaketheSanlianGroupastrategicinvestor.Traditional Chinese medicine takes up fight against HIV(5 December 2000)There is growing concern that the AIDS epidemic in Asia is set to reach African proportions.Herbal medicines may help stem the tide.Story by Calum MacLeod in Bei
32、jing,ChinaOnline News Isellsitsb-to-c,onlineshoppingservicesforUS$8million(5December2000)AShenzheninvestmentfirmhaspurchasedtheonlinebusiness-to-,essentiallysplitingthecompanyinhalf.InternetChinasNASDAQ-listedportalsitesfacehardtimes(5December2000)Withtheirstockpricesatall-timelows,theChineseportals
33、itesS,S,NandChinadotcomhaveallbecometargetsforbuyouts.InternetLow-scoringaffair:TdropspurchasingpriceofS(5December2000)ThaslowereditspurchasingpriceforthesportsWebsiteS,andithasalsopushedbackthefinaldeadlineofitsacquisitionfromNov.30toDec.13.Informationtechnology(IT)ITindustrycontinuesstronggrowth(5
34、December2000)TheITindustryhadUS$67.2billioninsalesfromJanuarytoOctober,showingthefastestgrowthrateamongChinas40industrialsectors.TransportationSinoAirissuesstock,hopestoraiseUS$120.96M(5December2000)SinoAirisasubsidiaryoftheChinaNationalForeignTradeTransportation(Group)Corp.andisthefirstlistedcompan
35、ytorunbothaninternationalcargobusinessandanairborneexpressservice.EnergyWellontheirway:CNOOC,PhillipstodevelopPenglaioilfield(5December2000)Undertherecentlysignedagreement,ChinaNationalOffshoreOilCorp.andPhillipsPetroleumCo.willjoinforcesforallphasesofdevelopmentoftheoilfield,whichwasdiscoveredinBoh
36、aiBayinMay1999.HealthcareDrugresearchinstitutionsrequiredtoregister(5December2000)TheStateDrugAdministrationannouncesthatallChinesedrugresearchinstitutionsarerequiredtoregisterwithappropriateauthoritiesbytheendofMarch2001.Informationtechnology(IT),TelecomPCCWlaunchesglobalIPnetworkservice(5December2
37、000)Thenewservice,WorldWideNumber(WWN),allowsuserstoplaceacalltobusinessesbydialingthefirstthreetofivelettersofaparticipatingcompanysEnglishnameonaGSMmobilephonekeypad.EconomicnewsHewlett-PackardjoinsTianjinfirmstobuildsoftware-testingcenter(5December2000)Asoftware-testingcenterwillbeopenedandfunded
38、byHewlett-Packard(China)Co.,TianjinScienceandTechnologyDevelopmentCo.andTianjinZhenglianInformationEngineeringCo.AutomotiveNew car sales tax to pave western Chinas roads(5 December 2000)A new 10 percent vehicle sales tax,which will replace the existing vehicle purchase surcharge,will provide funding
39、 for new road construction in western China.FinancialservicesHongKonglauncheslargepensionfund(5December2000)TheMandatoryProvidentFundhasbeenlaunchedinHongKong.Morethan3millionworkersmaylookforwardtodrawingpensionsuponretirement.Metals&miningSino-Germanstainlesssteeljointventuretostartproductioninear
40、ly02(5December2000)Constructionofthefirstphaseofwhateventuallywillbethecountryslargestmetaloperationhasbegun.ShanghaiKruppStainlessSteelCo.willuseadvancedtechnologytoproducecold-rolledstainlesssteel.HealthcareStatedrugboardcracksdownonpharmaceuticalWebsites(5December2000)Withtherecentemergenceofmany
41、pharmaceuticalWebsites,ChinasStateDrugAdministrationwillbeconductinginvestigationsandpunishinganysitesengaginginillegalpharmaceuticalbusiness.EconomicnewsProfitsup30%for27industrialsectors(5December2000)Theoil-extractingindustryrankedfirst,withprofitsjumping263percenttoUS$10.89billion.EconomicnewsNo
42、rthwestChinatoundergoindustrialrestructuring(5December2000)Ningxia,QinghaiandGansuprovinceswillwithdrawfromsugarproduction,whilemostofthenorthwestwillquitthecoal,textilesandsteelindustries.ConsumergoodsAudiovisualproductsmarketscutby50%(5December2000)Intheinterestofdevelopingchainstores,superstoresa
43、nde-commerce,ChinasMinistryofCulturehascuttheaudiovisualproductsmarketsby50percentsinceMarchof1999.Plansaretoeliminateallsuchmarketsby2002.TelecomMotorolahelpsZhejiangMobileexpand(5December2000)TheUS$29millioncontractbetweenthetwosidesmarksthefirsttimeMotorolahasagreedtoprovideatelecomoperatorwirele
44、ssapplicationandconsultingservices.EconomicnewsSouthKoreasSKtoexpandinChina(5December2000)SKisseekingextensivecooperationwithChinesepartnersinresearchanddevelopmentofthird-generationmobilephones,Internetdevelopmentandotherareasofthetelecomindustry.NetcastChoose your speed56K 100KBREAKINGCHINA NEWS f
45、rom ReutersMORE CHINA BRIEFINGCHINAS MARKETS5 December 2000CLOSECHANGEShanghai B Shares77.54-0.36%Shenzhen B Shares121.150.02%Shanghai A Shares2215.69-0.02%Shenzhen A Shares694.92-0.22%Enter stock code or company name to get quotes(Disclaimer)Hong Kong StocksHang Seng Index 12/6/00GEM Index 12/6/00T
46、ODAYS TOP HEADLINES IN JAPANESECOMMENTARY New Net rules not a nuisance?(5 December 2000)The October release of new Internet regulations caused a flurry of media activity.But when examined in a critical light,the new regulations seem surprisingly old,says David Cowhig.Wanted:Job for the unwanted migr
47、ant(4 December 2000)Chinas labor force is constantly in flux.Tamara Jacka discusses the barriers and discrimination that rural migrant workers face when they arrive in the city.13 facts about ChinaECONOMIC FOCUSWEATHERBeijingHong KongShanghaiLETTERS TO THE EDITORGive us your feedbackWEEKLY NEWSLETTE
48、RFor the week ending Dec.1,2000EYE ON TAIWANVirtual realitiesBy John TkacikCORRECTIONSFree DailyHeadlinessubscribeunsubscribe Your e-mail:Home|Internet|Eye On Taiwan|WTO|Black Market|Infotech|TelecomFinance|Media/Entertainment|Automotive|Commentary|Reference ToolsContact Us|About ChinaOnline|E-Store
49、|China Media Guide|ChinaPop|Premium Solutions Job Opportunities|Request Advertising Information|Site Map|Privacy PolicyChinaOnline is an independent source of business information and is not funded by any government ChinaOnline 2000策略联盟策略联盟策略联盟与与中国中国有关的资料：举例有关的资料：举例加入加入WTO对客户所在产业将会有什么影响？对客户所在产业将会有什么
50、影响？国家最近有没有推出一些对客户产业有影响的国家最近有没有推出一些对客户产业有影响的新法规？新法规？每个市场每个市场/省的发展情况怎么样？省的发展情况怎么样？人口增长率、年龄组成、婴儿出生率、年收入、个人口增长率、年龄组成、婴儿出生率、年收入、个别产品的拥有率等等别产品的拥有率等等策略联盟有关有关电视观众测量电视观众测量的调研资料的调研资料运用目的运用目的：订立媒体目标及监测效果订立媒体目标及监测效果订立电视媒体策略，包括：订立电视媒体策略，包括：频道、日期、时段、节目等的选择频道、日期、时段、节目等的选择优化排期优化排期研究媒体新趋势研究媒体新趋势策略联盟电视观众测量电视观众测量主要供应商