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近年来,许多国际品牌已经认识到,中国是全球成长最快、最有特色的市场,沿用在欧美等西方成熟市场的策略,可能就意味着水土不服,意味着错失发展良机。适应中国市场和媒体的现实,一些国际品牌的广告与传播策略正在得到调整。其中一个重要之处就是,重新认识到中央电视台作为国家级最强势传播平台的威力,加大了合作力度。在传播策略本土化的大旗下,误区正在消除,中央电视台的价值得以重新评估,越来越多的国际品牌认识到中央电视台巨大品质优势,出现了广告向央视集中的趋势。比如2004中央电视台黄金时段广告招标中宝洁一马当先,三月
In recent years, many international brands have realized that China is the fastest growing and most distinctive market in the world. Following the strategy of mature markets in western countries such as Europe and the United States may mean acclimatization, which means missing the opportunity for development. To adapt to the reality of the Chinese market and the media, some international brands of advertising and communication strategies are being adjusted. One of the important points is to re-recognize the CCTV as the most powerful national platform for the power of communication and increase cooperation. Misunderstandings are being eliminated under the banner of localization of communication strategy. The value of CCTV can be re-evaluated. More and more international brands have realized the huge quality advantage of CCTV and the trend of CCTV convergence has appeared. For example, CCTV prime time in 2004 advertising bidding P & G take the lead, in March