AOKANG'S New Marketing Strategy

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) promoting and expanding influence.

Since the end of 2009, we have increased investment in the Internet and mobile platforms, and believe that this is the direction of future development.

Did Q:2010 increase or decrease in total marketing budget?

A: increase and increase investment in the Internet and mobile marketing.

Q: what elements should a successful real estate marketing possess?

A: deep practicing internal strength, setting up brand and increasing popularization.

Internal strength includes three aspects, namely product, sales system and market insight.

What is the most valuable platform in Q:2009?

A: Internet products and mobile platforms such as blogs and micro-blog.

Budweiser: new media year

2010 is an important new media year. We will use the new media platform to further interact with consumers in these important international events such as World Expo and the world cup.

In 2009, after the company's integration, we had a complementary brand structure.

Not only has the high-end brand Budweiser beer, the well-known national brand Harbin beer, but also many local brands, such as snow, double deer, KK, these brand combinations also put forward more challenges to marketing communication.

For these brands, we tailored different marketing methods.

For example, in 2009, launched the "2009 Budweiser music kingdom activities", inviting hundreds of music stars to bring a full range of interaction to consumers.

This event takes full advantage of the music communication platform to shape the high-end brand image of Budweiser's "king of beer", thereby enhancing the brand loyalty of consumers.

For Budweiser, consistent music marketing is an important part of the brand.

But this time, we have added new elements to build the SNS platform of Budweiser's official Chinese website, which matches the song contest and opens online music games to encourage consumers to share interaction on this platform.

The final effect of this event is good, attracting millions of netizens to participate, online voting more than 200 million people, online and offline at the same time blowing up a strong king IN whirlwind.

In 2010, we will continue to explore the field of SNS innovation marketing.

In 2010, the focus of our work is to continue to expand the share of Budweiser and Harbin beer in the middle and high-end markets, and continue to increase the input of major brands in CCTV and new media.

2010 is an important new media year. We will use the new media platform to further interact with consumers in these important international events such as World Expo and the world cup.

It includes the combination of SNS website and video website, using search engine to increase the contact with consumers. It will also use consumers' daily contact media, such as instant messaging and mobile phone, to communicate with consumers more effectively and directly.

In China, Harbin beer is the official designated beer of the 2010 FIFA World Cup in South Africa. It will launch a series of large-scale market activities around the theme of the world cup.

From the World Cup theme ads, world cup souvenir packaging products, "Ha football, ice South Africa" personal soccer skills competition, caravan national tour, football skills training camp to promotional activities and online interaction, Harbin beer will bring a new world cup test to Chinese consumers.

What new media platforms will be tried in Q:2010?

A:SNS website, video website and search engine will be the focus of Budweiser InBev.

Q: what elements should a successful interactive marketing possess?

A: change user behavior, affect consumer preferences, achieve deep interaction, soft impact.

What is the most valuable marketing platform in Q:2009?

A: from the perspective of new media development, 2009 is SNS, and the most valuable marketing platform is SNS social networking site.

Fukuda: innovating channel management and first experiencing interactive marketing

Automobile industry marketing Web2.0 is an attitude, not just a technology, it is a new business concept and service system formed under the support of specific technology.

In 2009, Futian Automobile (19.33, -0.24, -1.23%) accumulatively sold 602021 vehicles, ranking first in the first sales position of the single commercial vehicle manufacturer in the world.

The goal of Futian Automobile in 2010 is to achieve 703 thousand and 700 vehicle sales.

To achieve this goal, Futian Automobile will carry out the pformation of marketing function management, establish the "4+1" strategic operation management center, and carry out the pformation of Futian marketing function from "functional management + operation management" to "functional strategic management + operation support", and make breakthroughs in four aspects: brand, market, channel and service.

At the same time, there will be significant initiatives in strengthening structural readjustment and promoting industrial upgrading.

In 2009, Futian Automobile and the leading logistics enterprises formed a strategic partnership. This cooperation marks a new marketing mode, which is the first time that interactive marketing has emerged in China's automobile industry.

According to the agreement, Yuan Cheng group preferred to purchase products such as Oman, Omar and so on under the Futian Automobile Group.

Fukuda's nationwide service outlets provide "nanny" Workstation service for the far group. As a return to the first purchase of logistics services, the logistics business of Futian Automobile Group has priority to open logistics.

In the future, Fukuda will increase similar cooperation to achieve more advantages in resource complementarity and strong brand alliance.

In addition, we will adhere to the "T" network management mode in sales channels, that is, customer centered, distributor oriented and manufacturer supported marketing management mode.

The starting point of the "T" model is to improve the direct selling system, shorten the market information pmission process through the cooperation of manufacturers, and establish direct end users.

The new distribution channel system can realize the marketization and integrated management of marketing system, so as to enhance the efficiency of market operation.

At the same time, in the past year, automobile marketing innovation and development continued, brand promotion, after-sales service, brand communication has entered the era of Web2.0.

From the perspective of strategic level, the automobile industry marketing Web2.0 is an attitude, rather than just a technology, it is a new business philosophy and service system formed under the support of specific technology.

Based on this observation, Fukuda will adapt itself to the new market environment in brand marketing: first, the right of brand building should be given to consumers, and the enterprise is one of the information agents to shape the brand rather than the sole information promoter. Secondly, in order to promote the participation of consumers in brand building, Futian will form a two way brand building, that is, the enterprise propagandize to consumers, and the opinion leaders and positive ones.

Consumers should focus on mobilizing them to participate in brand building. Finally, Fukuda will pay great attention to the negative experience of consumers.

How did the marketing budget change in Q:2010?

A: overall increase.

What new marketing models / new media will be tried in Q:2010?

A: cross boundary marketing, interactive marketing and public welfare marketing.

Q: at the brand level, what is the long-term plan of Futian?

A: Fukuda plans to grow Fukuda from China to the world's leading global automotive brand in 10 years.

Q: what are the flaws?

A: we need to achieve leapfrog breakthroughs in market structure and brand bottlenecks.

Valin automobile: Deepening the construction of large service system

In 2010, Valin motor will embark on several aspects, such as channel development, product promotion, service upgrading and financial platform construction, in order to achieve the new growth target.

In 2009, great changes took place in the environment of China's automobile market.

The financial crisis has had a significant negative impact on overseas markets, and the four trillion investment in the country has produced an immediate pull effect on heavy truck and special purpose vehicle market.

In a complex market environment, Valin accelerated the development and promotion of new products, adopted appropriate and flexible business policies, nurturing the service capabilities of powerful distributors, encouraging the powerful service providers to pform to dealers, and improving and deepening the construction of large service systems.

These measures eliminated the impact of the financial crisis to a certain extent. Hua Ling first took the lead in the markets of Sichuan, Guangdong and Jiangxi, and completed the annual sales target in advance of the end of September. Overseas markets also made new achievements, and the number of export countries increased to more than 60.

In 2010, Valin motor will embark on several aspects, such as channel development, product promotion, service upgrading and financial platform construction, in order to achieve the new growth target.

In terms of channels, we will strengthen the work of the northern logistics market in Anhui, Shandong and Inner Mongolia. We should work out a more flexible sales policy and support policy in order to make the logistics market bigger and make the brand stronger.

Our goal is to achieve 100 or so effective distributors, especially in some traditional markets. We will intensify our efforts to build a more efficient dealer system.

On the product side, we will increase the introduction of Valin star, star Kema and Valin special purpose vehicle, and take a variety of terminal promotional activities to improve the meeting rate of various products and users.

In terms of services, we should further refine the rational distribution of after-sales service network to shorten service radius, make front-line services more close to users, strengthen dealer service capability building, service providers' sales capacity building, strengthen the integration of after-sales service system, and strive to improve service level.

At the same time, we should further improve the auto financing business, further develop consumer credit and cooperation between banks and enterprises, make full use of various financial policies, and constantly expand new channels for financial support to promote sales.

In addition, we will strengthen risk prevention and control, make full use of the financial support methods such as confirming warehouses, standardize operation, promote sales and reduce risks.

In terms of media publicity, we mainly focus on traditional media such as television and newspapers, and the launch of new media such as the Internet is still at an attempt stage.

At the end of 2009, we began to launch 1 new, 2 sets of CCTV, the Phoenix Satellite TV and the 19 satellite TV stations in China.

In the new year, we will continue to increase the intensity of TV media delivery, and will also put in place mainstream media and high-speed road signs in many industries.

How did the marketing budget change in Q:2010?

A: there will be a substantial increase in the budget, especially in the enhancement of brand image.

What changes have taken place in marketing ideas in Q:2010?

A: stick to precision marketing and interactive marketing, and pmit information to those potential customers through various channels.

Which new marketing methods / new media will be tried in Q:2010?

A: we will make some new attempts in Internet marketing, and who will be the specific partners.

What hot event marketing is it going to do in Q:2010?

A: the main idea is to create relevance for TV advertisements.

Sk: walking on two legs

Our brand promotion programs are basically borrowed from the industry, such as the 360 degree promotion of new products.

In 2009, China and SK gained a lot in the field of OTC.

Sales of OTC, "four big families" fined, Xin Kang Tai Ke, Yi Qing Qing, and Bai Du Bang are roughly 1 billion 900 million yuan RMB, up by 15% over the 1 billion 600 million yuan in 2008.

From the general trend, the domestic OTC growth rate is slower and should be accelerated.

In the future, we are expected to grow at a rate of two times the rate of market growth.

OTC is the core business of Sino US SK and will not waver in the next 10 years.

In 2009, in order to continue to grow and strengthen the core brand of finfried, China and the US launched special new headache products.

In addition to OTC, the company hopes to develop in the field of health consumer goods.

At the end of 2008, China and SK listed the first oral health care product in China: anti allergy toothpaste "comfortable".

This is also the first time in the past, OTC focused on entering the field of consumer health products and walking on two legs.

In 2009, comfort reached the five major cities in Beijing and Shanghai, which promoted the development of consumer health products.

At present, Sino US SK has placed fifth global innovation centers in Beijing. In the future, the introduction and development of new products will rapidly increase in China.

In the current plan, the introduction of weight loss, tobacco control and oral care products to China has been put on the agenda.

In order to open up a more extensive primary health care market, China and SK will choose to develop new products that are more suitable for these markets, and do not rule out the possibility of developing Chinese medicine products in China in the future.

In terms of channel development, the drugstore channel is an important part of developing OTC. China and the US should have the display of drugs such as China and America in 30 000 pharmacies nationwide.

At present, Sino US cooperation with chain drugstores is a strategic national cooperation.

China and SK attach great importance to brand development.

Our brand promotion programs are basically borrowed from the industry, such as the 360 degree promotion of new products.

In the future, China and SK hope to further expand the market share, do not rule out the use of mergers and acquisitions, but look at opportunities and specific brand situations.

What is the most valuable marketing platform for enterprise practice in Q:2009?

A: the promotion of TV advertising and public service advertising to create a win-win situation for society and enterprises.

Which marketing projects will change in Q:2010?

A: we will introduce the technology of re injection, new product development and promotion, and focus on OTC business, and strive for greater development in the field of health products.

LV: luxury focuses on "preservation"

For luxury goods, brand culture history is very important, but more importantly, its "preservation".

In 2009, LV continued to increase its investment in China. By the end of December, there were 30 stores in mainland China. Each store had Louis Weedon's common identification mark, and the layout and goods were different. Each shop had its own unique characteristics.

But LV's life philosophy is consistent.

For example, last year's attempt to launch LV image ads in the media such as CCTV and Shanghai TV station conveyed the tourism culture of LV brand, showing more consumers the pioneer position of LV in tourism culture for more than 150 years.

China's young consumers have strong economic strength and strong purchasing power. In the near future, China will become the world's largest luxury market.

Therefore, LV will continue to increase its investment in China.

LV, the largest global store in Huaihailu Road, will appear in the Li Bao Plaza in Huaihailu Road. At present, the project has been signed and started to carry out interior decoration. It is expected to open in front of Shanghai World Expo.

In addition, LV will expand flagship stores in cities with faster economic development across the country.

In 2010, in addition to advertising in high-end magazines, LV will continue to try to advertise TV advertisements in China to cover more target consumer groups.

Chinese luxury consumers are different from foreign countries. They are between 20 and 40 years old, while foreign customers are between 40 and 60 years old.

Chinese consumers are still young, and they have been living in the era of rapid economic growth.

This generation is numerous and smart. They have led many changes.

Change is the most important point.

Therefore, LV will pay more attention to the use of network media, but it will choose a very high-end audience.

How to screen this group of people is a big problem we are facing.

As far as products are concerned, all the products of LV are in line with 150 years ago. They maintain the traditional handicraft. Our position is global consumers, and will not innovate for a certain market.

For LV, brand culture history is very important, but more importantly, its brand is "fresh keeping". Only by continuous innovation can we maintain the brisk vitality of the brand.

Therefore, we should cultivate the brand with the mindset of farming economy, pay attention to details and abandon excessive utilitarianism.

Q: after the outbreak of the global financial crisis, China is known as a luxury consumer power and hope. What do you think of this statement?

A: luxury goods are always the "middle class" consumer goods, but not the public.

Although many people in China are using luxury goods, they account for a small proportion of 1 billion 300 million of the population.

Q: what is the driving force for the luxury industry to maintain its vitality?

A: the cultural history of a brand is very important, but what is more important is its preservation.

"Change" is the most fundamental, which is the vitality of the luxury goods industry.

Any industry in the world, especially the consumer goods industry, will always be the main driving force for young people.

What is the most valuable marketing platform in Q:2009?

A: for LV, high-end magazine advertising is always the most valuable way of marketing, but with LV entering the television media, perhaps in China, the TV media will become another LV trump card.