互联网企业的品牌整合营销传播.doc

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1、互联网企业的品牌整合营销传播互联网的大背景下，传统企业纷纷向互联网营销转型，以至2012年度百度的营收甚至超过了中央电视台。但另一方面，近来互联网企业也频频吹响借助传统媒介扩张宣传的号角。互联网营销是否已经触及天花板？未来品牌营销传播趋势又将为何？在这种背景下，刘杰克老师接受了BNET商学院的专访，就这一话题来与读者进行相关的探讨：近来，互联网公司投放电视广告的势头渐强。今年的除夕之夜，春晚就成了中国互联网公司的广告专场。据统计，分别有猎豹浏览器、360安全卫士、腾讯QQ、京东商城、苏宁易购、国美在线和小米手机均登陆央视春晚前10分钟的黄金广告位。目前，这些植入广告已经在网上引发热议。而在这一

2、热潮的背后，传递出的是竞争激烈的中国互联网行业广告营销战正日趋升级。就此，BNET商学院采访了著名营销实战专家、品牌营销策划与网络营销专家刘杰克老师，就这一话题与大家进行相关的探讨。刘杰克：“中国最新互联网统计称，中国大陆网民数已达5.64亿人，互联网普及率超过42%。而中国的人口有13亿多，我们从数据中可以看出，还是有一半以上的人群还不是网民，互联网公司之所以今年扎堆选择传统媒体来进行市场营销，首先是因为当这些公司在网络的穿透力已经达到一定程度时，在网络上的覆盖度已经很高时，它需要进一步去覆盖那些不上网的人群，使他们也知道这个品牌，甚至为这些品牌而上网。其次，整合营销传播变的日益重要，企业需

3、要目标消费者能够在多个场所、多个地域、多个时间点来不断接触和接受品牌。所以，在网络上它可能只在某一个点或者某几个点跟这些目标客户有接触。而通过传统媒体可以使目标消费群体不仅仅在网络上，也可以在传统媒体上接触，对其品牌有进一步的关联。”事实上，早些年李开复、李彦宏、张朝阳等互联网大佬也曾现身天天向上节目中。在近期天天向上中，百度李明远、奇虎周鸿祎、唱吧陈华等毫不忌讳的推广自家产品。这么多的互联网公司频繁现身天天向上中，说到底还是为了拓展用户，毕竟电视媒体和新媒体用户覆盖率并不完全重合，这就是为何在新媒体不缺曝光率的互联网企业愿意上天天向上节目的原因。眼下，在北上广等一线甚至二线城市，移动互联网、

4、智能手机、App等已经不是新鲜事，用户群体已然成熟。而在三、四线城市尤其是乡镇、农村地区，这些东西依然有着神秘的面纱。因此这些地方也是新媒体的盲区。在谈到互联网的影响力是否不如传统媒体时，刘杰克对此表示：“做为一家以广告营收为主导收入的公司，2012年，百度营收达223亿人民币已略胜中央电视台。从这一点来看，互联网的影响力是否不如传统媒体的这一观点是站不住脚的。实际上，我认为他们应该是各有千秋，对于一般上网的人群，尤其是对年轻人来讲，互联网媒体的影响力显然更大一些。但是对于不上网的人群来说，传统媒体仍然是他们接触外界的唯一的手段，对这一部分人传统媒体的传播力当然会更大一些。所以，不顾目标受众去

5、比较谁的影响力更大些的说法我认为并不妥当，因为每种传播渠道都有自己特定的人群。而品牌在今天强调的是整合营销传播，企业希望在每个点，在每一个消费者可能接触的点都把品牌传播出去。”至于如何看待和平衡传统媒体营销和互联网营销的关系，刘杰克分析说：“首先，我们不要盲目的一定要选择做互联网营销，或是说一定要做传统营销，而是要对此进行融合。其次，每一个品牌都有自己独特的消费人群，有自己的目标消费者。所以，企业到底应该是侧重于传统媒体还是侧重于互联网媒体，还是要看自己的目标消费者主要是接触哪一类媒体。至于评估广告的效果，传统媒体营销和互联网营销相对而言，当然还是互联网营销的评估会更加容易一些，因为通过网络技

6、术监控都可以及时的进行跟踪，而传统媒体是没有办法做到这一点的。比如说，我们看一个电视广告，我们是没有办法知道真正能够影响多少人，产生多少人次的购买行为的，虽然有各种收视率的监测，但相对于网络媒介的监测而言这些统计无疑过于粗糙。”互联网公司扎堆上央视广告，这在往年是绝无仅有的。显然，如今春晚也成为了企业年度营销的主战场，我们有理由认为，互联网企业开始向新媒体之外的宣传渠道伸手，去抓取那些互联网、新媒体无法影响到的人群，而最有效最直接的渠道就是电视媒体。对于未来互联网公司市场营销的策略和布局而言，刘杰克认为，每家企业还是要根据自己的目标消费人群的研究来看，每一个品牌都会有自己特定的人群，无论是互联

7、网的品牌，还是传统产业的品牌，都要根据自己消费者的改变而改变，不断的调整改变来应对消费者的变化。有句话说的好，世界上唯一不变的就是变化本身。企业也是如此。至于布局方面，每个企业都有自己的考量，一切的策略都要围绕着企业的基本战略去做。Under the background of the Internet, traditional companies transition to Internet marketing, so that baidus revenues in 2012 even more than the China central television (CCTV). But on

8、 the other hand, the recent Internet companies also repeatedly blowing horn of expansion through traditional media publicity. Internet marketing has touched the ceiling? The future trend of brand marketing communication and why? In this context, Liu Jieke accepted the interview for BNET business sch

9、ool, the teacher is the subject to readers related discussion:Recently, Internet companies on the strong momentum of television advertising gradually. This years New Years eve, special Spring Festival gala has become Chinas Internet the companys advertising. According to statistics, there were the c

10、heetah browser, 360 security guards, tencent QQ, jingdong mall, Su Ningyi purchase, gome online and millet mobile phone log in the CCTV Spring Festival gala in the first 10 minutes of advertisements on a gold. At present, these ads have caused heated debate on the Internet. And behind the boom, is s

11、ending the fierce competition of Chinas Internet industry advertising and marketing are increasingly upgrade. The interviewed famous for BNET business school marketing experts, brand marketing and network marketing expert Liu Jieke teacher, is related to the discussion with you on this.Liu Jieke: Ch

12、inas Internet latest statistics, according to China Internet population has reached 564 million people, Internet penetration is more than 42%. And Chinas population has more than 1.3 billion, we can see from the data, or more than half of the population is not Internet users, Internet companies this

13、 year seem to traditional media marketing options, first, because when companies in Internet penetration has reached a certain degree, on the network coverage is very high, it needs further to cover those who dont get to the Internet, and make them know that the brand, even for those brands and surf

14、 the Internet. Second, the integrated marketing communications has become increasingly important, enterprises need to target consumers to in multiple places, multiple geographies and multiple time points to keep contact and accept brand. So, it may be only in the network at a certain point or a few

15、points have contact with the target customers. And through traditional media can make the target consumer groups on the Internet, not only can contact on traditional media, is further related to their brands.In fact, in the early years, lee, li, zhang Internet bosses have appeared day day up. Day da

16、y up in the near future, baidu Li Mingyuan, qihoo zhou, sing Chen not taboo to promote their products. So many Internet companies frequently appeared in the day day up, at the end of the day or in order to expand the user, after all, TV media and new media coverage is not coincidence, thats why no s

17、hortage of exposure in the new media day day up programs on the Internet companies willing to reason. Now, in 3 a line even second-tier cities, such as mobile Internet, smart phones, such as the App is not new, user groups already mature. In three or four line city villages and towns and rural areas

18、, in particular, these things still has a mysterious veil. So where is the new media, blind spots.When it comes to whether the influence of the Internet is better than traditional media, Liu Jieke said: as a company dominated by advertising revenue income, in 2012, baidus revenue of 22.3 billion yua

19、n has been slightly - CCTV. From this point, the influence of the Internet is not as good as the traditional media of this view is untenable. In fact, I think they should be different, for the general Internet population, especially for young people, the influence of the Internet media obviously. Bu

20、t for the people dont get to the Internet, traditional media is still their only means of contact with the outside world, for this part of the traditional media, the propagation force of will, of course, some bigger. So, regardless of who the target audience to compare the influence of the larger id

21、ea I think is not the appropriate, because each channel has its own specific crowd. And in today that integrated marketing communications, brand enterprises hope to each point, in each of the customers may contact point with the brand spread.As to how to view and balance the relationship between the

22、 traditional media marketing and Internet marketing, Liu Jieke analysis, said: first of all, we dont blindly must choose to do Internet marketing, or must do the traditional marketing, but want to merge.Second, each brand has its own unique consumer groups, have their own target consumers. So, the e

23、nterprise should be focused on traditional media or focuses on Internet media, still should see their target consumers are mainly what kind of media exposure. As to evaluate the effect of advertising, traditional media marketing and Internet marketing, in contrast, the Internet marketing review cert

24、ainly easier, because through the network monitoring technology can timely tracking, and traditional media is no way to do this. For example, we see a television advertising, we are no way to know how many people can really affect, produce many people buying behavior, although there are all kinds of

25、 ratings of the monitoring, but relative to the network media monitoring these statistics is too rough. ft- tantea.org micro- .com sunny- CCTVs advertising on Internet companies gather together, this is the normal. Obviously, now the Spring Festival gala has become the enterprise annual marketing ke

26、y battleground, we have reason to believe that the Internet companies began stretched out his hand over the outside of the new media publicity channels, to crawl the Internet, new media cannot affect the population, and the most effective and direct channel is the TV media. For future Internet compa

27、ny marketing strategy and layout, Liu Jieke believes that each company will according to their target consumers, every brand has its own specific people, whether the Internet brand, brand or a traditional industry, will vary according to their own customers, continuously adjust to change in response to the change of the consumer. There is a saying of good, the worlds only constant is change itself. Enterprise also is such. As for the layout, every enterprise has its own considerations, all its strategy around the enterprises basic strategy to do it.