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.