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中国营销网:当代中国品牌和营销面临的机遇和挑战

2019-11-10 17:02来源:未知责编:段良站点:www.yingxiaon.com

Dr. Cao Hu: in terms of challenges, just like all times, they are the best times and the worst times. The key is that you know how to deal with it. As the challenge of marketing, it is very obvious that the whole economic environment is in the age of stock, the growth is declining, and the marketing efficiency is decreasing due to the environment. Many proven marketing models, such as big channel, big distribution and explosive products, are not as successful as they used to be, that is, the marginal revenue is decreasing. As the media is highly fragmented and consumers choose to diversify, the investment cost of marketing will increase. On the one hand, the reduction of revenue, on the other hand, the increase of cost will make enterprises have to change their marketing methods, change their marketing portfolio, and optimize our market segments.
曹虎博士挑战来说,就像所有时代一样,都是好的时代,也是坏的时代关键是你知道怎么去应对它。作为营销的挑战来说,非常明显,现在整个经济环境形势处在存量时代,增长在下降,大环境造成了营销效率投放在降低。很多过去已经很成熟的经过验证的营销模式,比如大渠道大分销爆品等,正在变得像原来一样成功了,就是边际收益在降低。而由于媒体高度碎片化,消费者选择多样化,会导致营销的投资成本提升一方面收益降低,另一方面成本在提升,都会使企业必须改变自己的营销方式,必须改变自己的营销投资组合优化我们的细分市场。
Another challenge is that now new consumers have entered the market, that is, after 95, after 00 and so on. Their preference for brands, shopping selection criteria, shopping motivation, channel selection and media selection are different from those in the past, which leads to many enterprises not adapting, which is another challenge.
另外一个挑战在于现在全新的消费者进入了市场,也就是说9500后等等他们对品牌的喜好程度购物的选择标准购物动机渠道选择媒介选择和过去都不一样,导致很多企业不适应,这又是一个挑战。
But where are the opportunities? The opportunity is that this is a strategic window period for us to build our brand. Why? Because the new generation of consumers enter the market, if we can catch them in relevant categories, grasp their brand preferences, and cultivate brand habits, then in the next five to 10 years, it will become very important for many emerging brands.
但机遇在哪里?机遇在于这是我们打造品牌的一个战略窗口期为什么?因为新一代的消费者进入市场,我们如果能够在相关品类中抓住他们,抓住他们的品牌偏好,培养品牌习惯,那么未来510年,对很多新兴品牌来说变得十分重要。
Just like many consumer goods, fashion products and beverage products, such as liquor and beer, new consumer tastes have not been finalized, and there are still a lot of opportunities to accept new brands. At this time, how can we capture him and use new products and demands to cultivate his brand consumption habits is a great opportunity for enterprises.
很多消费品时尚产品饮料产品,白酒啤酒,新的消费者口味还没有定型,还存在接纳新品牌大量机会这个时候我们怎么俘获他,使用新的产品新的诉求来培养他的品牌消费习惯,这对企业来说是个重大的机遇。
In addition, after global integration, global markets and global products have expanded market boundaries and space. In addition, marketing technology and data technology have brought a lot of customer data, which enables us to understand and understand customers more comprehensively than ever before, and more directly cooperate and interact. So digital marketing technology has brought us unprecedented opportunities and opportunities to help us better understand customer and customer interaction and enhance brand loyalty.
另外全球一体化之后,全球市场全球产品都拓展了市场边界和空间。另外营销技术数据化技术,带来了大量顾客数据,使我们比以往任何时候都能够更加全面地理解和了解顾客,更能直接合作互动。所以数字化营销技术带给了我们空前的机会和帮助我们更好理解顾客和顾客互动,提升品牌忠诚度的机会。


本文标题:中国营销网:当代中国品牌和营销面临的机遇和挑战
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