I-chi for the Chinese advertising industry

Be unwise for the Chinese advertising industry, for the Chinese people of all the real mastermind, advertising people to be advertising.

Brand planning, marketing planning for enterprises is one of the most valuable investment, it enables enterprises to very little input will generate substantial returns:

1, fewer detours, pay less tuition, brand growth through the fast lane;

2, faster development of the market;

3, integrated use of marketing resources to enable the same access to a greater return on investment: Let 100 things that look like 200 yuan, so that one million input has played five million results.

4, scientific and standardized brand management, brand's long-term stability so that development.

In short, compared with the millions of the market at every turn into market opportunities, as well as immeasurable costs, advisory planning input is the most valuable input.

Creative industries in the United Kingdom has become second only to the financial services industry's second largest industry, from the closure of the population of view, it is the first and largest industry.

In China, business, creative industries is also becoming a hot market resources, because: all successful enterprises are using advertising, consulting, corporate planning, such as creative forces to build strong brands. Whether such a world, the most expensive Coca-Cola brands, Haier have the most expensive Chinese brands, Mengniu such a dark horse brand, there are many outstanding performance of the famous brands, regional brands, well behind the brand, there are professional planning creative team to provide them with professional services.

Creative Economy marketing revolution era -3

Hunan Satellite TV's creative integrated marketing model is composed of three parts, namely, creativity is the fundamental process of integration, collaboration is the soul.

Creativity is the television media industry, the foundation of this, television media industry is the essence of the creative industries. From the industrial point of view, the creative industries are the cultural values and business value of synchronization, which means that the creative industries, business practices need more intervention. From the audience perspective, the current show younger viewers, personalized, knowledge-based features, personalized lead to market the "debris" and the popularization of knowledge lead to creativity and richness. Enterprises from the customer, the customer enterprises the commercial value of creative products have a better understanding, but also the realization of creative resources providers. From the industrial chain related enterprises (new media, etc.), the related enterprises from the industry a high degree of creative products to enhance the commercial value of knowledge, and their realization is also an important provider of creative resources. Creativity and drive to connect all stakeholders in integrated marketing platform to build innovative and creative ideas throughout the production, processing and creative, innovative product marketing, creative derivative products as well as the extension of the whole process.

Integration is the process is to deal with the audience, the customer business, the key to the new media pressure. Through the integration of the TV media owners body can be the audience, the customer business, new media marketing into the main body together to create innovative integrated marketing platform to enlarge the creative resources and reduce the creative achievement of resistance. On this platform, the audience: "mass entertainment of the public," the civilian route, people's livelihood and create a harmonious style of the audience (the pro-and, participation, stickiness, loyalty, acceptance of the high); customer business: become a strategic partner, a simple ad variations into a two-way integrated marketing communication; new media: television and new media cooperation, interaction and integration of a common platform to become creative.

Interactive collaboration is the soul. TV media interaction with the audience, viewers can improve satisfaction ratings and viewing duration, and businesses can better meet the needs of interactive advertiser's corporate marketing needs, improve the effectiveness of television advertising input-output; through and including the network of new media in affiliated enterprises within the interactive industry cooperation and competition can join the cake bigger market and realize the interests of individual enterprises and industries to enhance the overall interest of the ecosystem of the amplification, the promotion of regional GDP and employment growth. Creative integrated marketing at the same time balancing the audience, business and social interests of the Tripartite.

Summed up the characteristics of integrated marketing ideas are as follows: 1. Creative to win - every aspect of creative Forever demanding fresh, seize the eye ... ...

2. Multi-main involved - co-operation of all parties needs are met, there is no loser is equivalent to each have a subjective consciousness ... ... 3. Means integration - program means a means of diversification and diversification of corporate marketing intersection again ... ...

4. Sustainability - such as Mengniu music-based entertainment marketing, Qingdao Beer-based sports marketing and entertainment, all while continuing to ... ... 5. To deepen and extend - the influence of programs and activities derived for enterprises to continue to use ... ...

Collective leadership is the steering wheel, "four-wheel-drive" creative integrated marketing system is the wheels, creativity is the engine, integrated television, viewers, customers enterprise, cooperation and other new media resources for fuel; Hunan Satellite TV's "Happy" is loaded with television locomotive The audience, customer businesses, cooperative enterprises and products to a happy happy to drive the fast lane of a harmonious society.

Hunan Satellite TV's creative integrated marketing to the television media industry has brought disruptive changes in the success of Hunan Satellite TV is China's creative fruits of economic prosperity. Starting from the creative economy can not only read thoroughly the phenomenon of Hunan Satellite TV, but also ideas that China has accumulated successful experience in economic development.

Hunan Satellite TV's creative integrated marketing model, taking into account the television media, the audience, the customer business and the interests of society is most consistent with the nature of television product innovation marketing mode, is also in the creative economy features of the times of the television media industry marketing. Through all-round integration of the audience, advertisers and even the new multi-media resources can be shared to build the audience to produce high-performance program, and be able to produce good economic results, the realization of the audience, advertisers, television and other stakeholders win-win situation.

Creative Economy marketing revolution era -2

Creative marketing integrated enterprise together. Renhe medicine wisdom is that it is using the Hunan Satellite TV that currently China's most powerful media and entertainment platform, not only for its main product has done a strong publicity, and cleverly integrated into the entrepreneurial spirit which, in the program hit the At the same time so that the value of their corporate culture has also been recognized. Renhe Pharmaceutical also use its own sales channels, the advertising agencies, media, as well as cooperation in their own Web site and network partners to promote faster M program, which will be the dissemination of propaganda in a timely manner into a product sales, and the media in the enterprise integration At the same time, completed a marketing program creativity and enterprise to complete the integration of cultural products.

Renhe Pharmaceutical's flagship product, "Lu drops shining" through "Renhe shiny new anchor" strong communication, quickly move from a local brands among the list of national brands, reputation and the reputation of unprecedented increase in product sales reached an unprecedented momentum.

And hide and projection in the "shiny new anchor" outside the ring is Renhe Pharmaceutical advocated by the "brilliant spirit", that is: individuality, innovation, courage and self-confidence, beyond, dedication, optimism, harmony, and adhere to such and so on, which is the "shiny new anchor" This draft shows embodied the spirit of cultural connotations. This program has attracted 150,000 people of all ages had applied to take part, with more than 20 million viewers irons, Ren Hui, and the name and advocated the value of corporate culture also spread to thousands of households.

For a time when the plight of Chinese medicine enterprises, the value of creativity lies in integrated marketing, enterprise through innovative programs of entertainment and the audience interaction, so that consumers become the protagonist of entertainment so that they can be found in the interactive entertainment previously did not have the pleasure and try to and, in virtually the enterprise's brand and products with profound knowledge, and new products have had a strong interest in using.

For many well-known pharmaceutical enterprises, the only place of old ones, a surprise move in order to break through bottlenecks in the enterprise, the media, consumers "win-win-win." Following the "Renhe shiny new anchor", the Renhe Pharmaceutical joint Hunan Satellite TV's "Happy male" entertainment factor will be the introduction of pharmaceutical marketing, completely changed the outlook of pharmaceutical marketing, Hunan Satellite TV in Renhe help the rapid development of Chinese medicine also played a pharmaceutical industry marketing revolutionary role. (3) together with the creative integration of social resources to do marketing. Hunan Satellite TV to use their own in the media industry's influence and creative ability, in a happy male programs and behind the scene to create one of the entertainment events, and as press releases, social attention of a news event, and even formed a social phenomenon, Let the whole society together at the same time concerned about the program and accept naturally concerned about the Renhe Pharmaceutical products, not propaganda, increasingly publicity, the successful integration of the social resources together to do marketing. Creative integrated marketing theory debut

Hunan Satellite TV "Happy male" Marketing's success is based on the integration of creative success, all this can not be separated from the creative economy era background.

"How big is the heart, the stage will have much." Creative Economy is a new economy, it invisible to the production of enterprise-based products, is the world's economic development among the most active part. It is based on people's creativity, the cultural and economic integration in a creative manner with unlimited potential for development, represent the advanced productive forces forward direction of the economy. State Council Development Research Center Information Center pointed out that the founding director of meters, the economy and society is experiencing a new transformation - from an industrial economy to the creative economy era of the times, and the creative industries have become the new economy, the new engine. "Creative" was finally developed into an independent economy. Creative industries in many countries has not only become a new economic growth point, and other industries to become the "Thruster", led the overall economic development. Marketing followed the pace in the development of the times, but the marketing theory is still using the traditional structured sociological research study on the framework, in a large framework, to participate in market activities in all elements of the classification of the various elements and elements of the relationship between the start . In this structure, decision-making buyers and sellers are starting from their own interests, the party could not escape the initiative, the traditional pattern of the passive side, the total transaction taste with some reluctance. In the increasingly fierce competition in the market segments, the marketing has become exceptionally difficult. Marketing has become so easy that every marketers dream, the creative economy to prepare for the realization of this dream conditions. We envisage in the marketing system, if the object of marketing products and services, including consumers embodiment of multi-party creativity, product innovation has become the carrier of the marketing of innovative products will become consumers, contains all thing. Marketing will be a matter of course, is no longer difficult.

Hunan Satellite TV creative integrated marketing success is not only a cultural phenomenon, but also an economic phenomenon, especially in line with the characteristics of the creative economy. In China's vigorous advocacy and to encourage innovation, industrial upgrading and cultural background, we will be more willing to "Hunan Satellite TV phenomenon" as the focus of the creative economy to study the case. Fan has been appointed with the world's "father of the creative economy", British scholar, Professor John Hawkins exchanged views. Hawkins believes that the creative economy of China's economic development will become the next hot spot, but the lack of world-class case, Hunan Satellite TV's development model and what has been achieved, it is worth to be the focus of research and extension. After discussion that the two men, Hunan Satellite TV's marketing model in the following aspects of the creative economy full of key features: 1. The spirit of consumption: the concept of creative economy can be said to be creative products and creative relationship between supply and demand; from the supply of creative look at the core of the economy is to satisfy people's spiritual needs (cultural consumption).

2. Consumption experience: from the demand to see the creative economy, its consumers will pay more attention to consumer experience. 3. Have a value of innovation: Personal Innovation is the main source of value. 4. Attention to personal creation: to encourage individuals to actively participate in creative interaction, through the completion of large-scale collaborative approach to creativity, in order to achieve value. 5. The new exchange: innovative consumer products rely on the multi-party transactions to achieve.

Creative economy has changed the traditional pattern of commodity exchange, and promote a marketing model, and the marketing model in turn, lead the creative economy has entered into a non-conventional development on the fast lane, subversion against the industry current development model. Hunan Satellite TV as a means of analysis can be drawn: From the supply perspective, Hunan Satellite TV to the theme of happy entertainment programs to meet the different levels of the spiritual needs of the audience, the majority of the audience and co-operation of all parties to actively participate in programs is a typical large-scale collaboration; demand of view, participatory audience consumption is an immersive experience; from the transactions, the television viewers, customers and other business partners formed a typical multi-trading platform, "Hunan Satellite TV phenomenon" is a typical phenomenon of the creative economy. Perspective on the nature of phenomena, we found that Hunan Satellite TV is able to high ground in the creative economy dance so exciting because of its original creative integrated marketing system.

Hunan Satellite TV's innovative model of integrated marketing is the most innovative products in line with the nature of television marketing mode, through all-round integration of the audience, advertisers and even the new multi-media resources, to build a creative integrated marketing platform, in this platform, we can efficiently produce welcomed by the audience programs, and be able to produce good economic results, the realization of the audience, advertisers, television and other relevant stakeholders in a win-win situation.

Creative Economy marketing revolution era -1

Hunan Satellite TV program to enlarge its creative expertise to handle creative for the successful integration of television internal, customer business, and the general audience channels and resources, completed a magnificent creative integrated marketing revolution. (This article published in the "sales and marketing," Marketing in 2008 version of 12)

Since the beginning of the 20th century since the birth of marketing theory, marketing theory and practice with the socio-economic development and ever-changing, showing a distinct characteristics of the times. Carnegie - Mellon University of Florida professor from one country to promote economic growth, the world's economic and social development in the agricultural economy into the era of the industrial economy era, the service economy era, the creative economy four times during the . In his view, the "Creative Age" (Creative Age) has arrived. Creative economy in the era of marketing what is it? Is the most extreme "marketing era has died, is now the creative era." Creative economy will really be the Terminator marketing it? Creative Economy will bring about what kind of marketing change?

Integrated Marketing of confusion The history of the birth of marketing theory is not long, really great importance to marketing by the companies is the era of television media ads. However, the advertising campaign is not an isolated activity, each of its activities with the sales promotion and public relations activities, enterprises have begun to rely more on a combination of the overall marketing activities to develop new markets, from the dependence on advertising alone, also declared the era of integrated marketing. Integrated marketing theory is the beginning of 1997, before and after the introduction of our country, and in some large enterprises have been combined with the practical application of the Chinese market, the Chinese business sector, the business advisory sector, the advertising industry are very profound impact. Integrated Marketing is a business strategy from the inside out, based on in order to integrate internal and external resources as a means to the consumer as the focus and the reorganization of corporate behavior. It can be said that it is a business apply to all information and internal communication management system, the dissemination and communication as much as possible to their potential customers and consumers, as well as other groups, such as some public employees, legislators, businessmen, media and PR companies, financial organizations to maintain a good positive relationship. However, there are also integrated marketing inadequacies: First, integration means and narrow in scope, affect the overall marketing effect. Integrated Marketing integration refers to the integration of internal and external corporate promotional resources, using a variety of marketing methods to maximize the spread of influence, and its essence is still an extension of advertising and expanded, can not really achieve the marketing and internal management, market development, product quality overall business functions such as enterprise integration, which is not a complete integration, can help to some extent, advertising turnaround, but still can not be regarded as the true sense of the marketing revolution.

Second, the lack of integration means. Whether it is the internal variety of marketing functions and the integration of resources, or business integration of external social resources, requires a handle to the different functions of internal and social resources of all kinds of organic integration, operational synergies can be achieved in a total of Integrated Marketing win and enlarge corporate marketing effectiveness. However, the existing integrated marketing theory has not pointed out that the Integrated Marketing to handle what is important, since the entire integrated marketing can not.

Creativity to make integrated marketing dream come true Business practice is the marketing theory the most reliable sources, in order to solve the lack of integrated marketing grasps the confusion, we may as well from the enterprise's marketing practice in search for clues. A search under, Hunan Satellite TV "Renhe shining" Marketing to the case to the author Emmanuel is a source of inspiration. Hunan Satellite TV program to enlarge its creative expertise to handle creative for the successful integration of television internal, customer business, and the general audience channels and resources, completed a magnificent creative integrated marketing revolution.

"Happy Men" (formerly known as "super male") is Hunan TV in 2007 launched a grand large "reality show" activities programs, and the world famous "Super Girls" with a "Super Series", is a whole collection of Hunan Radio, Film and Television Group resources to focus on creating a "brand" - "China Entertainment TV shows the first card."

1. Media creative marketing revolution triggered medicine Large-scale advertising the "Harbin Pharmaceutical model", in today's demanding market environment, has already passed their prime, replaced by "entertainment marketing" led by a group of new marketing tactics.

The end of 2005, a "shining storm" to Hunan Satellite TV as the main carrier in the country quickly set off a brand crisis, which is one billion yuan, following Harbin Pharmaceutical ads carpet bombing operations, another high-profile in the pharmaceutical sector staged a marketing myth, but this time used in the pharmaceutical industry is rarely used in entertainment marketing practices. Pharmaceutical products of mass marketing of entertainment, which both for the pharmaceutical industry itself or the marketing sector, is a fresh topic. 2. Pharmaceutical enterprises marketing bottlenecks encountered In 2005, the white-hot competition in the industry, market diversification, marketing tools and skilled, and industry policy of strict norms, one after another when the problem before us one after another, the whole of China has always been as a leader in the marketing environment The pharmaceutical industry had to re-examine, from the traditional community-based promotion, publicity hype, soft advertising and conference marketing, marketing services by separating it from other industries to find inspiration for marketing characteristics.

With the "Super Girls" in the country's hit, Zhang Yun containing the words "acid is my sweet" Let Mengniu milk acid spread across to the old-fashioned and out wandering volatile pharmaceutical enterprises have raised a big "wake up": the new "entertainment marketing" idea began to Renhe Pharmaceutical led by a group of pharmaceutical companies flash. First of all, the Kyoto Om "national PUB singer contest" activities for this new marketing new model of medicine played a prelude, and Renhe Pharmaceutical Group's "Renhe shiny new anchor" pharmaceutical enterprises will be entertainment marketing push to a climax.

3. Creative integrated marketing achievements trump card products Like "Super Girl" accomplishments "Mengniu milk acid", the "fast men" were successful "Renhe shining", the focus is different: the former to achieve a product "from 500000000-2500000000 sales miracle", while the latter is to create an open market is not only drops the forefront of big shot, "shining light" of the brand.

(1) creative marketing to work together to integrate the audience. In "Happy Men" program, Hunan Satellite TV to promote the program to a wider audience participation and input to the program, chose the road signs, newspapers, television, network carriers, such as programs on at the same time, through spokesmen, gifts and other forms so that a more well-known programs, it can be said, "Happy male" is not only a model of interactive marketing is also a model of integrated marketing. And its true success lies in the use of integrated marketing of a variety of means, to achieve the program's interaction with the audience and enhance the participation of the audience passion, led the audience in the process of programming and development. In the course of programs, from time to time out of the audience for a player to a vote and spent a huge amount of funds, then the interactive effect of integrated marketing enormous.