下面为大家整理一篇优秀的essay代写范文- Media level marketing,供大家参考学习,这篇论文讨论了传媒水平营销。传媒水平营销,指的是传媒利用横向思维激发出原创性的理念,进而利用传媒资源开发出新的传媒产品或者市场。传媒水平营销的创新思路以横向思维为基础。随着传媒市场竞争的加剧,仅依靠传统纵向营销思维来应对已倍感吃力,基于横向思维的水平营销的提出为应对竞争提供了另一种可能。
With the intensification of media market competition, the traditional vertical marketing thinking alone to cope with the difficulties, and the proposal of horizontal marketing based on horizontal thinking provides another possibility to deal with the competition. New products or new markets may be discovered through horizontal replacement of the dimensions of demand, target and situation at the media market level by using techniques such as substitution. However, in the process of horizontal marketing innovation, attention should also be paid to the logic of innovation and the relationship with vertical marketing.
With the increasing number of new brands and new products, the commodity market tends to be fragmented and saturated, and the success rate of launching new products and new brands by traditional marketing approaches keeps declining. In this context, professor Philip kotler, the "father of modern marketing", jumped out of the box of traditional marketing, took Edward DE bono's lateral thinking as inspiration, reviewed the marketing behaviors of enterprises from a new perspective, and proposed the concept of horizontal marketing and the specific operational framework. In his book level marketing, Philip kotler and fernando DE bass level marketing is defined as: the level of marketing is a process, when it is applied to existing products or services, to create the demand does not cover, purpose, situation or target market innovative new product or service, as a result, it is to create a new category or market provides a great possibility. Level of marketing and the traditional vertical difference from the traditional vertical marketing is the enterprise starting from the demand analysis defines the market, and then in the selected within a particular market, there are logical sequence to a series of marketing activities, the result is the improvement of products and services, the purpose is to better meet has chosen market. Horizontal marketing, by making appropriate changes to the product or service, attempts to create new demands, new USES, new goals or new situations for the product or service, so as to restructure the market. It is a good strategy to solve the problem of excessive market segmentation.
Since the 1990s, China's media has entered the "buyer's market" from the "seller's market". In this period of rapid expansion, the number of competitors keeps rising and the pressure of competition keeps increasing. Under such circumstances, the marketing concept begins to enter the visual field of various media, and grows rapidly. Nowadays, media have been more and more aware of how to compete for audience resources with various marketing methods. In this era of media marketing, media market segmentation is inevitable. For example, newspapers have financial and economic, cultural news, consumption, sports and entertainment, and other newspaper market segments; The periodical industry has the high fashion magazine, the sports entertainment magazine, the literature magazine, the science and technology magazine and so on; Radio and television also appeared frequency specialization and channel specialization, respectively. No matter to which field, level marketing undoubtedly brings new ideas and winning approaches to the marketing of media, which is quite enlightening to the media already in the fierce competition. By Philip kotler, fernando DE paz, and many scholars pay more attention to domestic marketing research level is general physical commodity and the market, rather than the media field, combined with the characteristics of medium, the author thinks that the media level marketing refers to the media by using lateral thinking inspire original idea, and use of media resources to develop new media products or markets.
The traditional innovation idea is a kind of innovation originating from inside the market, that is to say, it does not change the essence of media products or services, but only improves media products or services. For example, to strengthen or weaken a certain basic feature of media products or services, the high-definition channels launched by various TV stations are the reflection of this idea. High-definition televisions bring more perfect audio-visual enjoyment to the audience by delivering clearer and more dynamic and lifelike images. Such as changing the intensity, frequency or appearance and design of media products or services, the specialization of channels implemented by TV stations and radio stations and the revision of relevant programs all follow this idea. These innovative methods can undoubtedly enhance the competitiveness of media products or services, expand the market scale and capture more audiences, which is a good innovation means for media. However, they cannot bring new media products or services. With the continuous evolution of media market segmentation, the media will feel more and more laborious if they stick to the original market with innovative ideas. Therefore, the media may wish to break out of the above innovative thinking, in a new way of thinking innovation.
The innovative idea of media level marketing is based on lateral thinking. Edward DE bono has come up with the concept of lateral thinking, which he defines as a set of processes that use information by subtly recombining concepts stored in the brain. In this way, the innovation of lateral thinking needs to go through three steps: choosing a focus; Horizontal replacement to create white space; Establish a connection. These three steps are illustrated with an example of a fake flower. Step 1: choose focus, the flowers. Step 2: transversal replacement. One of the basic characteristics of flowers is that they wither, and the result of transversal replacement is that flowers never wither. At this time, the connection between flowers and transversal replacement is broken. The third step is to use creativity and imagination to reconnect the two in a logical way, to think about what flowers never die, and the answer is fake flowers. This fills in the blanks and gives rise to the false flower, which has a new character that never fades.
Based on the horizontal marketing theory taught by professor Philip kotler at the market level, the media market can be decomposed into multiple dimensions such as demand, target, location, time and situation, and then the six techniques of substitution, inversion, combination, exaggeration, removal and sequence are used to conduct horizontal displacement of the above market dimensions. Because substitutions are simpler and easier to use than reversing, removing, or changing, this paper mainly USES substitution techniques to illustrate them.
The newspaper office sorted old news into historical databases. The value of news lies in its "newness". Therefore, if the news in the newspaper has already eliminated the time to become "old news", they will be worthless in the eyes of many people. So how to revive old news that has lost its need? A good idea is to organize it into a kind of historical database. If your database is larger, the longer and more comprehensive it is, the more valuable old news will be. The New York times, for example, was born in 1851 and has been here for more than 150 years. Over the past century and a half, the New York times has witnessed and recorded the changes and development of American society. If all the contents it has published are put together, they will become a thick and detailed American history. We all think "old" news is worthless, but we all know that "history" is humanity's most valuable asset.
Hunan TV's entertainment show super girl is a good example. For a long time, entertainment programs mostly adopt the mode of "star performance", and brand programs like "the same song" mostly invite stars to perform. However, ordinary people also have a need to perform. Hunan TV's "super girl" captures the performance desire of ordinary audiences. Its slogan is "regardless of age, appearance or singing", thus attracting a large number of ordinary girls who have strong desire to perform but are struggling to achieve it without a stage.
The success of focus media, which many in the industry regard as a miracle, stems from its replacement of the time dimension. Before focus media, when did viewers watch TV shows and advertisements? The first thing that comes to mind may be the "prime time" in the evening, when viewers sit comfortably on couches in their homes or hotels, watching TV shows and commercials. Focus media has another answer - the amount of time people spend waiting and taking the elevator in business buildings. The liquid-crystal TV set that focus media has installed in the elevator doors of numerous commercial buildings and repeats the program every day captures the average three minutes and one second that people wait for and ride in the elevator.
TV advertisements always appear before or after TV programs, but product placement is different. It is embedded in the specific situation of TV programs and integrated with the whole program to become a part of TV programs. Take the 2010 CCTV Spring Festival gala as an example. During his magic show, liu qian poured juice into the cup and took a drink, saying it was huiyuan juice. In the skit "home has a graduate", the "yanghe blue classic" as a prop got a full four seconds of close-up. In another skit, "fifty dollars", actors wear aprons with advertisements for luhua cooking oil on them these ads are placed in various situations and achieve their purpose without the audience noticing them.
The Beijing traffic radio program has made a breakthrough by combining the program with the experience of the audience who drives. If the audience is stuck in a traffic jam, the FM103.9 program is bound to be light-hearted fun. In order to alleviate the anxiety of the audience's traffic jam, the host will make some jokes to adjust the atmosphere. If the audience encountered snow days while driving, the program introduces the experience of driving on snow days. If it's late afternoon driving home, the program focuses on life messages to suit the mood of the audience.
After learning about the innovative ideas of media-level marketing, we may think it is very simple. But to make it a long-term, stable source of innovation, we need to be clear about the following:
The innovation of horizontal marketing does not come out of nowhere. It follows a basic operating framework from the selected focus, replacement and generation of blank space to connection blank space. Moreover, although the thinking mode of horizontal marketing is unconventional, it is also traceable, and is not a wild fantasy. In fact, the innovation process of horizontal marketing is to break the routine with lateral thinking, and then to break the bond with rigorous logic thinking. This process actually requires us to have very rich imagination and very strong logical thinking ability, creativity. It would be wrong to think of any sudden whim as an innovation in horizontal marketing, or to hope for an occasional whimsy.
To be sure, compared with traditional innovation, horizontal marketing can create original new media products or new markets. Horizontal marketing is a more exploratory, possible and probabilistic innovative thinking. However, the innovation of horizontal marketing cannot succeed without the support of traditional innovation. This is because the traditional innovation can improve the existing media products or services by adopting market segmentation and positioning strategies, so as to achieve the diversification of media products or services, so as to expand the media's share in the media market, win more audiences and better compete in the market.
51due留学教育原创版权郑重声明:原创essay代写范文源自编辑创作,未经官方许可,网站谢绝转载。对于侵权行为,未经同意的情况下,51Due有权追究法律责任。主要业务有essay代写、assignment代写、paper代写、作业代写服务。
51due为留学生提供最好的essay代写服务,亲们可以进入主页了解和获取更多essay代写范文 提供代写服务,详情可以咨询我们的客服QQ:800020041。
With the intensification of media market competition, the traditional vertical marketing thinking alone to cope with the difficulties, and the proposal of horizontal marketing based on horizontal thinking provides another possibility to deal with the competition. New products or new markets may be discovered through horizontal replacement of the dimensions of demand, target and situation at the media market level by using techniques such as substitution. However, in the process of horizontal marketing innovation, attention should also be paid to the logic of innovation and the relationship with vertical marketing.
With the increasing number of new brands and new products, the commodity market tends to be fragmented and saturated, and the success rate of launching new products and new brands by traditional marketing approaches keeps declining. In this context, professor Philip kotler, the "father of modern marketing", jumped out of the box of traditional marketing, took Edward DE bono's lateral thinking as inspiration, reviewed the marketing behaviors of enterprises from a new perspective, and proposed the concept of horizontal marketing and the specific operational framework. In his book level marketing, Philip kotler and fernando DE bass level marketing is defined as: the level of marketing is a process, when it is applied to existing products or services, to create the demand does not cover, purpose, situation or target market innovative new product or service, as a result, it is to create a new category or market provides a great possibility. Level of marketing and the traditional vertical difference from the traditional vertical marketing is the enterprise starting from the demand analysis defines the market, and then in the selected within a particular market, there are logical sequence to a series of marketing activities, the result is the improvement of products and services, the purpose is to better meet has chosen market. Horizontal marketing, by making appropriate changes to the product or service, attempts to create new demands, new USES, new goals or new situations for the product or service, so as to restructure the market. It is a good strategy to solve the problem of excessive market segmentation.
Since the 1990s, China's media has entered the "buyer's market" from the "seller's market". In this period of rapid expansion, the number of competitors keeps rising and the pressure of competition keeps increasing. Under such circumstances, the marketing concept begins to enter the visual field of various media, and grows rapidly. Nowadays, media have been more and more aware of how to compete for audience resources with various marketing methods. In this era of media marketing, media market segmentation is inevitable. For example, newspapers have financial and economic, cultural news, consumption, sports and entertainment, and other newspaper market segments; The periodical industry has the high fashion magazine, the sports entertainment magazine, the literature magazine, the science and technology magazine and so on; Radio and television also appeared frequency specialization and channel specialization, respectively. No matter to which field, level marketing undoubtedly brings new ideas and winning approaches to the marketing of media, which is quite enlightening to the media already in the fierce competition. By Philip kotler, fernando DE paz, and many scholars pay more attention to domestic marketing research level is general physical commodity and the market, rather than the media field, combined with the characteristics of medium, the author thinks that the media level marketing refers to the media by using lateral thinking inspire original idea, and use of media resources to develop new media products or markets.
The traditional innovation idea is a kind of innovation originating from inside the market, that is to say, it does not change the essence of media products or services, but only improves media products or services. For example, to strengthen or weaken a certain basic feature of media products or services, the high-definition channels launched by various TV stations are the reflection of this idea. High-definition televisions bring more perfect audio-visual enjoyment to the audience by delivering clearer and more dynamic and lifelike images. Such as changing the intensity, frequency or appearance and design of media products or services, the specialization of channels implemented by TV stations and radio stations and the revision of relevant programs all follow this idea. These innovative methods can undoubtedly enhance the competitiveness of media products or services, expand the market scale and capture more audiences, which is a good innovation means for media. However, they cannot bring new media products or services. With the continuous evolution of media market segmentation, the media will feel more and more laborious if they stick to the original market with innovative ideas. Therefore, the media may wish to break out of the above innovative thinking, in a new way of thinking innovation.
The innovative idea of media level marketing is based on lateral thinking. Edward DE bono has come up with the concept of lateral thinking, which he defines as a set of processes that use information by subtly recombining concepts stored in the brain. In this way, the innovation of lateral thinking needs to go through three steps: choosing a focus; Horizontal replacement to create white space; Establish a connection. These three steps are illustrated with an example of a fake flower. Step 1: choose focus, the flowers. Step 2: transversal replacement. One of the basic characteristics of flowers is that they wither, and the result of transversal replacement is that flowers never wither. At this time, the connection between flowers and transversal replacement is broken. The third step is to use creativity and imagination to reconnect the two in a logical way, to think about what flowers never die, and the answer is fake flowers. This fills in the blanks and gives rise to the false flower, which has a new character that never fades.
Based on the horizontal marketing theory taught by professor Philip kotler at the market level, the media market can be decomposed into multiple dimensions such as demand, target, location, time and situation, and then the six techniques of substitution, inversion, combination, exaggeration, removal and sequence are used to conduct horizontal displacement of the above market dimensions. Because substitutions are simpler and easier to use than reversing, removing, or changing, this paper mainly USES substitution techniques to illustrate them.
The newspaper office sorted old news into historical databases. The value of news lies in its "newness". Therefore, if the news in the newspaper has already eliminated the time to become "old news", they will be worthless in the eyes of many people. So how to revive old news that has lost its need? A good idea is to organize it into a kind of historical database. If your database is larger, the longer and more comprehensive it is, the more valuable old news will be. The New York times, for example, was born in 1851 and has been here for more than 150 years. Over the past century and a half, the New York times has witnessed and recorded the changes and development of American society. If all the contents it has published are put together, they will become a thick and detailed American history. We all think "old" news is worthless, but we all know that "history" is humanity's most valuable asset.
Hunan TV's entertainment show super girl is a good example. For a long time, entertainment programs mostly adopt the mode of "star performance", and brand programs like "the same song" mostly invite stars to perform. However, ordinary people also have a need to perform. Hunan TV's "super girl" captures the performance desire of ordinary audiences. Its slogan is "regardless of age, appearance or singing", thus attracting a large number of ordinary girls who have strong desire to perform but are struggling to achieve it without a stage.
The success of focus media, which many in the industry regard as a miracle, stems from its replacement of the time dimension. Before focus media, when did viewers watch TV shows and advertisements? The first thing that comes to mind may be the "prime time" in the evening, when viewers sit comfortably on couches in their homes or hotels, watching TV shows and commercials. Focus media has another answer - the amount of time people spend waiting and taking the elevator in business buildings. The liquid-crystal TV set that focus media has installed in the elevator doors of numerous commercial buildings and repeats the program every day captures the average three minutes and one second that people wait for and ride in the elevator.
TV advertisements always appear before or after TV programs, but product placement is different. It is embedded in the specific situation of TV programs and integrated with the whole program to become a part of TV programs. Take the 2010 CCTV Spring Festival gala as an example. During his magic show, liu qian poured juice into the cup and took a drink, saying it was huiyuan juice. In the skit "home has a graduate", the "yanghe blue classic" as a prop got a full four seconds of close-up. In another skit, "fifty dollars", actors wear aprons with advertisements for luhua cooking oil on them these ads are placed in various situations and achieve their purpose without the audience noticing them.
The Beijing traffic radio program has made a breakthrough by combining the program with the experience of the audience who drives. If the audience is stuck in a traffic jam, the FM103.9 program is bound to be light-hearted fun. In order to alleviate the anxiety of the audience's traffic jam, the host will make some jokes to adjust the atmosphere. If the audience encountered snow days while driving, the program introduces the experience of driving on snow days. If it's late afternoon driving home, the program focuses on life messages to suit the mood of the audience.
After learning about the innovative ideas of media-level marketing, we may think it is very simple. But to make it a long-term, stable source of innovation, we need to be clear about the following:
The innovation of horizontal marketing does not come out of nowhere. It follows a basic operating framework from the selected focus, replacement and generation of blank space to connection blank space. Moreover, although the thinking mode of horizontal marketing is unconventional, it is also traceable, and is not a wild fantasy. In fact, the innovation process of horizontal marketing is to break the routine with lateral thinking, and then to break the bond with rigorous logic thinking. This process actually requires us to have very rich imagination and very strong logical thinking ability, creativity. It would be wrong to think of any sudden whim as an innovation in horizontal marketing, or to hope for an occasional whimsy.
To be sure, compared with traditional innovation, horizontal marketing can create original new media products or new markets. Horizontal marketing is a more exploratory, possible and probabilistic innovative thinking. However, the innovation of horizontal marketing cannot succeed without the support of traditional innovation. This is because the traditional innovation can improve the existing media products or services by adopting market segmentation and positioning strategies, so as to achieve the diversification of media products or services, so as to expand the media's share in the media market, win more audiences and better compete in the market.
51due留学教育原创版权郑重声明:原创essay代写范文源自编辑创作,未经官方许可,网站谢绝转载。对于侵权行为,未经同意的情况下,51Due有权追究法律责任。主要业务有essay代写、assignment代写、paper代写、作业代写服务。
51due为留学生提供最好的essay代写服务,亲们可以进入主页了解和获取更多essay代写范文 提供代写服务,详情可以咨询我们的客服QQ:800020041。