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.