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海尔集团广告部长张鹏:整合资源,互惠双赢“海尔一直和未来有着良好的合作,中央电视台电视剧频道和体育频道都是我们与中国亿万消费者深入沟通、进行品牌传播的大平台。我们发现,未来凭着媒介经营的专业化能力,手中积聚的优势媒体资源越来越多,而且这些资源各有所长,三个专业频道,三个品牌栏目,现在又加上了央视国际网站。更重要的是,未来的媒体都是专业化、细分化到位的媒体,面向的是最有价值的特定目标受众群。像 CCTV-5面向的是男性主流消赞者,CCTV-8面向的是掌握家庭购物权的女性,《东方时空》面向的是高端知识人群,《今日说法》以及CCTV-12“社会与法”频道面向的是社会大众等等,节目的定位能够与海尔的品牌定位相符。资源就意味着竞争力,独特的资源更意味着价值。如果将这些资源整合起来,它们将会产生更大的价
Haier Group Advertising Minister Zhang Peng: integration of resources, mutual win-win “Haier has been and the future has a good cooperation, CCTV TV channels and sports channels are China and millions of consumers in-depth communication and brand communication platform .We found that, In the future, with the specialized ability of media management, there are more and more advantageous media resources accumulated in the hands, and these resources have their own merits and deeds. There are three professional channels and three brands, and now they are added to the CCTV website. In the future, the media of the future are specialized and subdivided media targeted at the most valuable and specific target audiences. For CCTV-5, which is aimed at male mainstream negative consumers, CCTV-8 is oriented toward mastering For the women with family shopping rights, Oriental Time and Space is aimed at high-end knowledge groups. The ”Today’s Sayings“ and the CCTV-12 ”Social and Legal" channel are aimed at the general public. The positioning of the programs can be in line with Haier’s brand positioning. Resources mean competitiveness, unique resources mean value, and if we combine these resources, they will have a bigger price