International marketing papers 1
International marketing strategy of TV media
In the fierce international news market, if China TV media want to "go out" successfully, it needs to carry out brand self-marketing constantly. According to the advanced experience of international media and the reality of China media, differentiation strategy, functional flexibility strategy, added value strategy and * * * sound strategy are the realistic choices for China TV to self-market in the international market.
Keywords TV media; International news market; Differentiation; Functional flexibility; Added value; * * * Ming
Under the background of globalization, it is an important task for China media to go out and participate in the international market competition and enhance the soft power of national culture, in which TV media shoulders important responsibilities. In the market, TV media "need to spread and promote the brand constantly if they want to establish brand recognition and expand their popularity, popularity and loyalty among the audience" [1]. In the fierce international news market, the success of China TV media needs efforts in many aspects, and brand self-marketing is constantly carried out.
4V marketing theory is a popular marketing mix theory, which refers to "variability, versatility, added value and vibration" [2]. Accordingly, China TV can adopt the following strategies in international marketing: differentiation strategy, that is, try to avoid direct competition with mature western media such as CNN and BBC, and seek a place in the international market through differentiation; Functional flexibility strategy, that is, flexible combination of content products through various ways to meet the needs of different markets; Value-added strategy, that is, pay attention to improving the added value of content products; * * * sound strategy, that is, actively fulfill social responsibilities in the international market, enhance the media's own image, and arouse the audience's * * * voice.
differentiation strategy
Target market differentiation: choose the right core market. At present, the development of the global news market is not balanced. China TV media should first distinguish the positioning of different markets in the overall marketing planning, so as to carry out targeted marketing. For example, the western traditional media occupy an absolute dominant position in the European and American markets, and it is difficult for China TV media to compete with them. Relatively speaking, the African market is an emerging market, and the gap between China media and western media is not obvious. Therefore, if Africa is chosen as the breakthrough of international market development, it will be easier to achieve practical results. At the same time, Asian and European and American markets can not be ignored: in the Asian market, China media has geographical advantages, and the high attention of neighboring countries to China has provided a strong impetus for China media to expand the Asian market; European and American markets are the core of the world public opinion field. Although the market competition in this area has been very fierce, China TV media should arrange resources reasonably and expand effectively.
Localization of content products and China's perspective. The second important way of differentiation strategy is product differentiation, that is, first distinguish different consumers, and then adopt the policy of differential treatment to provide products with different contents in a targeted manner to meet the individual needs of consumers, thus improving the communication effect to a greater extent. Product differentiation is particularly important for the media engaged in international communication, because there are huge differences in the needs of audiences in different regions in the whole international market, and these differences must be considered in the products provided by the media. For example, in the African market, due to the overall turmoil and backward economic situation, African audiences are concerned about the economic and social development of their own countries and regions, and there is a huge demand for local news. However, the local media industry in Africa is underdeveloped and the information supply is insufficient, leaving a lot of room for development for the international media. Therefore, the international media can develop the African news market and provide content products with African local colors to meet the needs of Africans. The development of China TV media in the African market should also follow this rule, and provide a large number of content products with African local colors to meet the needs of the audience, so as to win the market. In European and American markets, audiences have more media choices. If China media want to occupy a place in the competition with western media, they must first highlight the China color. For example, in news reporting, we should provide more China interpretations of China-related news or international news, especially the breaking news about China and in-depth reports of professional fields with exclusive perspectives, so as to provide unique news choices for western audiences interested in China.
Functional flexibility strategy
In marketing, the functions of products are divided into three levels: first, the core functions, that is, the most basic functions that products should have, such as making phone calls; The second is to expand the function, that is, the function develops to other applications, such as mobile phones with games, cameras and other functions; Third, additional functions, that is, more additional functions brought by products to customers, such as different psychological experiences brought by different brands of mobile phones. Functional flexibility refers to the flexible combination of various functions of products according to customers' specific requirements, consumption habits and differences in economic strength, thus providing customers with multi-level and multi-directional choices.
Multi-level combination of products and services. Mature media in the international market can provide multi-level services. For example, the TV news service in Reuters mainly includes three parts: video material release, live broadcast signal provision and TV news reporting service. From materials to signals to program services, these products are progressive in function. In addition, there are various databases, financial information services and other products in Reuters, which are also higher-level functions besides core functions, allowing different customers to choose different levels of services according to their own needs.
China TV media has participated in international competition for a short time, and its influence lags far behind that of western media. Therefore, we should not be too ambitious in product design, and gradually increase the opportunities for target consumers to contact and accept. For example, you can choose to provide video material as your basic business. This flexible product facilitates the media and audience in the international market to get in touch with China TV media initially, and on this basis, it gradually provides higher-level products, forming a product sequence from basic to advanced, including material products, finished product program products and channel products.
Multimedia communication channel. At present, the main transmission channel of TV media is various TV signals, and the receiving medium is TV. While using this channel to develop the international market, China TV media should further broaden their horizons and attach importance to multimedia communication, and the most important thing is to use the Internet platform to develop the international market.
New media communication technologies, such as the Internet, have broken through the geographical restrictions of communication, and the scope of communication is endless, which is a natural international communication channel. In recent years, BBC, VOA and other international media have gradually reduced their investment in the traditional radio and television field, turned to a brand-new field of Internet communication, built a global news network, fully developed Web2.0 websites and various mobile platforms, and vigorously developed new media communication methods. It can be seen from the current situation in the field of news media that the main battlefield of international public opinion competition has been extended to various new media platforms such as the Internet and mobile terminals. Therefore, China TV media should also pay more attention to all kinds of new media and make full use of these economical and convenient new communication channels to explore the international market.
Added value strategy
The new concept of contemporary marketing focuses on "added value", that is, under the condition of gradual convergence of core functions, it increases the value of other aspects of products, and then enhances the overall value of products. This marketing strategy is also applicable to international TV media. A traditional way for international TV media to enhance added value is to provide language education, and the language project of BBC Global Service is a successful example. The English teaching program of BBC has a long history and remarkable achievements. On the BBC website, there is a special English teaching channel, which provides authoritative and fashionable English teaching content for free, covering everything from British society to cultural life, from music and movies to sports and entertainment. BBC English Teaching Channel can not only meet the language learning needs of international readers, but also help them understand British culture. From the marketing point of view, this kind of language project is actually an additional service of BBC's international communication, which allows users to gain additional value such as learning languages, and BBC's content products have also gained more attention and influence. For example, during the 20 10 British general election, BBC language programs arranged a large number of news related to the general election as teaching materials, making the domestic general election an important topic for audiences in different languages and regions around the world. Language learning closely links the major events of British politics with the audiences of other countries in the world, and this effect can not be achieved by general news dissemination.
At present, with the enhancement of China's international influence, Chinese has gradually become a popular language. China TV media can also take this opportunity to produce Chinese teaching programs that can be broadcast in the international market, or provide Chinese teaching materials directly facing international audiences on the website, and enhance the added value of the media through language teaching projects, so as to cultivate more audiences, especially the younger generation.
* * * Singing strategy
* * * buzz's strategy means that operators can satisfy consumers to a greater extent by arousing consumers' * * buzz, thus enhancing their image and competitiveness. * * * Bad singing strategy is of great significance to the self-marketing of international media. Because the goal of international media is very complex, with different cultural backgrounds, values, ways of thinking and interest concerns, communication must overcome many obstacles and achieve * * * voice between communicators and audiences in order to produce ideal communication effects. In the development of the international market, China TV media should also pay attention to mobilizing the audience's * * * to make the communication effective.
Respect the law of communication and enhance the value. Successful international communication requires communicators to accurately understand the media consumption characteristics of international audiences and carry out targeted communication. At present, a real problem faced by China media in external communication is that the communication products can't arouse the interest of international audiences because they don't know the target audience, and the communication effect is not ideal. In this regard, western media have accumulated rich successful experience, that is, when major international news events occur, they will speak out in time, express their positions and guide public opinion; At the same time, adhere to the principle of objective reporting, speak with facts, and maximize the exclusiveness, authority and integrity of news reporting, thus forming a very high international credibility. These experiences are worth learning from China media. In the international market, China media should have a more open and inclusive thinking, establish credibility in the international public opinion circles with high-quality content products that adhere to the principle of objective reporting, and gain recognition and reputation from the international public in terms of media value.
Participate in public welfare and arouse emotions. In the operation of the international market, China TV media should also pay attention to fulfilling their social responsibilities, participating in public welfare activities, shaping a good media image and winning international public recognition emotionally. Public welfare is a normal behavior in BBC operation, and BBC's practice in media participation in public welfare can provide us with a lot of enlightenment. The BBC has established the World Service Foundation, as a specialized international development charity, which belongs to the BBC Global News Department, to provide development information for underdeveloped countries and countries in transition, carry out civic education, and use the power of media and communication to reduce poverty. The Foundation has offices in 0/3 countries around the world, with more than 500 full-time employees, and has formed a global service network by cooperating with objects at different levels from the country to the community. For example, the prevalence of AIDS in the African continent is very serious. The BBC World Service Foundation specializes in making programs on AIDS prevention and control, spreading the basic knowledge of AIDS transmission and AIDS prevention, and raising people's awareness of AIDS. These programs have won the recognition of audiences in many African countries such as Nigeria, Kenya and Tanzania. China TV media can also follow this practice, actively participate in public welfare activities, produce public welfare programs, create a beautiful image in the international market, and arouse people's emotions.
Fully interact and stimulate enthusiasm for participation. Providing various interactive channels for the audience to participate in communication is also an effective way for the media to arouse the audience's voice. One of the characteristics of new media communication such as the Internet is interactivity. "Everyone is a reporter" has promoted the revival of citizen journalism, and keen international media quickly began to rely on the public to provide their reports in the global market, which not only helped to save the cost of international reporting, but also promoted the benign interaction between the media and the audience. Take CNN as an example. CNN provides personalized service CNN App for users who use iPhone and iPad, including customized "My CNN", user-generated content community iReport, instant headlines and so on. , providing a variety of interactive channels for the audience. CNN also often actively plans activities in the international market, invites audiences to participate, and attracts a large number of loyal audiences through activities. China TV media can also learn from these practices, organize the audience to participate in communication, and stimulate their recognition of the media.
Hu Jintao pointed out at the 1 1 meeting of foreign envoys in 2009: "We should strive to make our country more influential politically, more competitive economically, more friendly in image and more appealing in morality." [3] Foreign media should also take this as the goal and carry out marketing activities in the international news market, so as to more effectively enhance China's right to speak in the international arena.
References:
[1] Li Zongcheng. On the double promotion of TV media brands [J]. News lovers, 2009(9).
[2] Li Chen. Research on marketing mix of online digital newspapers based on 4V theory [D]. Master's degree thesis of Guangxi University in 2009.
[3] Liao Lei. An important new channel to enhance the "four forces" of diplomacy —— An analysis of the role of "new and new media" in public diplomacy [J]. Contemporary world, 2011(11).
International marketing thesis II
The road to success of international marketing planning
Nowadays, the fierce market competition makes it necessary for operators to make a surprise victory and make special plans. A wonderful marketing plan can make an enterprise change from ordinary to extraordinary, from weak to strong, and the competition in the international market also changes from strong resistance to planning to winning.
Keywords marketing planning; Competition in the international market; Plan to win
Nowadays, the fierce market competition makes it necessary for operators to make a surprise attack and make a special plan. A wonderful marketing plan can make an enterprise change from ordinary to extraordinary, from weak to strong, and the competition in the international market also changes from strong resistance to planning to winning.
First, the innovative Skyworth model
The global marketing of the international market is to take the world as a whole, seek the market on a global scale, develop and sell global products in order to face the new world market competition. Shenzhen Skyworth Group was born 10 years ago, and it has only been five or six years since it entered the domestic color TV industry. In view of the severe challenges in the international market and the low consumption in the domestic market, Skyworth creatively put forward the "Skyworth model", that is, the globalization strategy of "development in the United States, production in Shenzhen and marketing in the world". "Skyworth" has been opening up the international market with the advantages of technological innovation. They set up Skyworth Lab in Silicon Valley, USA, to conduct cutting-edge audio-visual in the future, and at the same time make good technical reserves, with the goal of building a world-famous brand. Skyworth digital dual-frequency color TV, the third generation digital 100HZ eye protection TV pioneered by Skyworth Group, is popular all over the world, especially in Europe and America, and is well received by merchants and consumers. Skyworth's business philosophy is market-oriented and customer-centered; Taking international competition as the first goal and pursuing efficiency first; Set production by sales and quickly produce marketable products; And establish a rapid response mechanism, strictly follow the market rules from development, production to sales, in order to adapt to the rapidly changing market. Skyworth has also implemented a localized marketing strategy, and established a mid-range TV production line in Malaysia, where the market environment is relatively familiar and the labor cost is relatively low, mainly for Indonesia, Thailand, Malaysia, Vietnam and other Southeast Asian countries and regions. Invest and build factories in Mexico and Turkey, which are close to the United States and have low land prices. By the end of March, 1999, Skyworth has become one of the most popular brands in Mexico. Skyworth's production base in Mexico has been fully launched, and it has started to export directly to the American market on a large scale. Skyworth TV was rated as the best model in Switzerland, accounting for 20% of the local color TV market. Skyworth also signed huge orders for DVB (Digital Satellite Receiver), DVD and digital TV with Wal-Mart and Circnit, the world's largest retail organizations. The famous American chain store City. In the European and American markets, Skyworth TV has been placed on the same counter with world-famous brands Panasonic and Sony.
Second, "complementary advantages" surprise victory
Lenovo Group is the largest machinery industry group in China, which was founded by the Institute of Computer Technology of China Academy of Sciences at the end of 1984. Lenovo's success in entering the international market mainly benefits from the complementary strategy of "blind people touch the elephant". 1988 Beijing Lenovo Group invested HK$ 300,000 to establish Lenovo Computer Company in Hong Kong, which is composed of Beijing Lenovo Group, Hong Kong Daoyuan Co., Ltd. and China (Hong Kong) Technology Transfer Company. Lenovo Group has just entered the international market and is not familiar with the international market, especially its trade channels. Compared with its partners in Hong Kong, Lenovo Group still lacks in capital and technical strength, while technology transfer companies can provide reliable loans, thus forming an optimal cooperation with complementary advantages. Lenovo Group combines the advantages of its own scientific and technological strength with the advantages of Hong Kong businessmen's familiarity with the world market, uses trade as a means of accumulating capital, solves the funds needed for scientific research and production, and then enters the international market with products. In terms of product positioning, Lenovo paid full attention to the fierce competition in the international market, took advantage of the market opportunity of world-renowned computer manufacturers to concentrate most of their energy on the whole machine, and unexpectedly and unexpectedly put all their own funds and manpower into the research and development and production of computer motherboards, thus squeezing into the international market. Lenovo Group also cooperated with AST Company in the United States to launch Lenovo brand computers suitable for China's national conditions and consumer demand in the domestic market, and made every effort to seize market share, and began to compete with world-renowned computer companies to enter the international market with microcomputer products. For 1995 alone, Lenovo Group sells 5 million computer boards and 0.5 million microcomputers annually, with an annual output value of 6.7 billion yuan and foreign exchange earned by export of 430 million US dollars.
Third, eye-catching virtual production
In the sports shoes market with many brands and fierce competition, "Nike" has jumped from a little-known company to the world-famous largest shoe company in the United States in just ten years. Nike is taking a brand-new "virtual production" marketing road, which attracts worldwide attention. Company president Phil? Nike has pioneering spirit. He first concentrated all the company's talents, material resources, financial resources and other resources, and then put them all into the two major departments of product design and marketing, while the production adopted a virtualization strategy, that is, borrowing from the outside and integrating external resources for my use, thus expanding his territory. Nike itself does not invest in factories, and all of them are outsourced to other manufacturers for processing and manufacturing. Nike gives the design drawings to the manufacturers, so that the manufacturers can produce strictly according to the drawings to ensure the quality. Then give the Nike brand trademark to these products, give the products to their own marketers, and sell the products through the company's marketing. Nike's coup not only saves a lot of production input and labor costs, but also gives full play to the capabilities of other manufacturers. This "virtual production" marketing model fully realizes the complementary role of advantages and is a revolution to the traditional marketing model.
Fourth, the unique "doomsday management"
"Little Swan" Group Company has maintained the first sales volume of automatic washing machines in China for eight consecutive years, and has successively established solid sales bases in Thailand, Malaysia, Indonesia, the Middle East and South America, established joint venture factories in Indonesia and Malaysia, established technology development centers in high-tech intensive areas such as Los Angeles, Japan and Germany, and set up trade windows in Hong Kong. The success of Little Swan benefits from the unique "doomsday management" business model. "Doomsday management" means that business operators and all employees should have a sense of crisis when facing the market and competition, and realize that enterprises have doomsday and products have doomsday, and the biggest crisis often lurks in the heyday of enterprises. Little Swan has established the business philosophy of "holding a group bomb" and formed a unique marketing method of looking at the world and striving for first-class. First-class quality cygnet compares every quality index, management index and production efficiency index with the parameters of world-class companies. 199 1 year, the quality standard of washing machines in China is 4000 times of trouble-free operation, the former Soviet Union is 1000 times, France is 2500 times, and Japan's Panasonic is 5000 times. At this time, Little Swan has won the only gold medal in the same industry in China, but it still aims at the world peak of washing machine product quality. After two years of hard work, after introducing and digesting a large number of foreign advanced technologies, Little Swan successfully upgraded its trouble-free operation to 5000 times. First-class products Little Swan's products are in line with the world's first-class, and product development is catching up with and surpassing to create first-class products. 1In February, 1997, a famous company just launched an anti-corrosion and anti-fading washing machine, and 30 days later, Little Swan also developed a similar product. In April of the same year, another big company launched a fully automatic fast washing machine, which can complete all washing procedures in 10 minutes. A month later, Little Swan followed suit. Recently, Little Swan designed its own automatic washing machine with large circulation waterfall water flow energy saving for 2 1 century, which has been put on the market in batches. This washing machine adopts 9 new world technologies and has 5 patents. Little Swan's three engineers in the American Technology Center designed two new products, the pulsator washing machine and the drum washing machine, in only half a year. Little Swan, a first-class talent, attaches great importance to the absorption, cultivation and use of talents and recruits talents from all over the world. There are 14 doctors working in Little Swan headquarters, dozens of students in Beijing and Wuxi, which are funded and controlled by the company, and 8 people continue their studies in the United States and Japan. Little Swan pays the doctor a monthly salary of 1 10,000 yuan. In the past two years, more than 6.5438+million yuan was spent on training employees, and last year, another 20 million yuan was spent on talent training. First-class management cygnet implements zero inventory of products and does not have a finished product warehouse. If the product cannot be sold in three days, it would rather stop production. The purpose is to work hard on marketability, ensure each level and achieve "zero" defects-to produce high-quality products that meet market demand and have no defects. Because of this, Little Swan's funds returned quickly, and there were no dead debts, bad debts and triangular debts.
5. Foreign things serve China and China serves foreign things.
Cross-cultural marketing is a process of adapting to and absorbing the culture of the host country, a two-way cultural exchange and the tolerance of different cultures. After investigating the successful experience of multinational companies, an organization pointed out that understanding China culture is one of the strategic elements for multinational companies to enter China. Japanese soy sauce has become a common condiment on American table, which is the result of several years of marketing efforts of Guiwanjia Company. Coca-Cola penetrated into thousands of households from hotels in China, and it was promoted at a loss for five years. In the late 1970s and early 1980s, Japanese home appliance enterprises created a new cultural atmosphere by sponsoring many TV series such as Volleyball Girl and Pose Sanshiro, and brought brand images such as Sony and Lesheng into China. Some China enterprises have begun to implement cross-cultural marketing strategies when they enter the international market. The United States is a big beverage country, and it is not easy for foreign beverages to squeeze into the American market. China Tsingtao Brewery not only entered the American market, but also its sales volume increased year by year, and its export volume increased by 50 times during 10. At present, among tens of thousands of kinds of beer in various countries, Tsingtao beer ranks ninth in the American market, and its price is one of the two highest in the American market. Tsingtao beer can enter the American market precisely because its flavor and quality cater to the tastes and hobbies of many American consumers, attach importance to cultural communication, accurately cut into the market and adopt appropriate promotion methods. In the promotion advertising, chopsticks representing China tableware and Tsingtao beer are combined into one, symbolizing the catering in China. Caused a sensation in the United States. Americans who are interested in China's chopsticks techniques and habits also fall in love with Tsingtao Beer. It is the cross-cultural strategy of making foreign things serve China and China serve foreign things that makes Tsingtao Brewery win a great victory.
refer to
Zhang Ding, Wei Dong. International marketing theory and practice [M]. Beijing: Electronic Industry Press, 2007.
[2] Zhang Jianhua, Li Gaowei. Marketing planning [M]. Beijing: China Economic Publishing House, June 2008-1.
[3] Ma Zuokuan. Modern marketing strategy and its application [M]. Beijing: Tsinghua University Publishing House, 2005.
[4]__ capacity. International Marketing-Theory and Practice [M]. Dongbei University of Finance and Economics Press, 2007, 9.