Zhao, vice president of Mengniu Dairy, is far spent about corporate communication strategy – Mengniu, Dairy – Food Industry
2008 12 6 -7 days, organized by the China Entrepreneur magazine's "2008 Seventh Annual Meeting of Chinese Business Leaders," held in Beijing, annual meeting's theme is "open a new three decades . " Inner Mongolia Mengniu Dairy (Group) Co., Ltd. Vice President Zhao far spent the afternoon on the 6th, "Breakthrough: post-crisis corporate communication strategy" Round Table made a statement.
Zhao Yuan, vice president of Mengniu Dairy flower
Inner Mongolia Mengniu Dairy following (Group) Co., Ltd. Zhao, vice president of the statement is far spent Record:
Zhao far spent: I must thank the Secretary-General. We just said was a miracle, I do not think so, but our growth in recent years fairly faster.
Today we talk about is called "corporate communications strategy." The spread of our own process, in fact, we understand the communication strategy is not just an ad, because for enterprises, in fact, able to convey to consumers what is not just ad a project to do, so since it is doing business In my position to do marketing, our most important aspect to consider not just advertising. There is also one of the most important factor is the effect, whether it is to do what one must have effect, no effect, then, whether you vote for more money or less, would be meaningless. I just listened to our analysis, speaks so well, I as a business, said yesterday, how do I communicate with President Chen in terms of the problem, he said, how do you think on how to say. In fact, Mengniu last few years, and now we are planning to do in 2009, how we think? This morning I said, and the financial crisis, China may be the first time, for a 9-year Mengniu company is the first time, not previously encountered such a problem. But we want no matter what time before or after the financial crisis, or is a crisis among the most important I think the company is to be determined based on the consumer behavior of all your communication strategy.
So I probably so few from the perspective of, first of all I would like product should be made of what? I also collected from all things, before Thailand's economic crisis, economic crisis or the United States several times, when people less money, we also have a number of national survey data out of the time when very little money and focus on product functionality, need more practical at this time, we from the product strategy requires a large, certainly is a main function, so I think that all companies doing product, you should especially consider the practicality, particularly not the most flamboyant main, we both are from the advertising appeal or what should be considered practical. Other products in the packaging will be some changes, I looked at, say, large or small packaged packaged, different views of different countries. Before the economic crisis in America, Americans understand how the size of the package, the economic crisis comes when he thinks big package to save money, he bought a large package, but not the same as the Thai people, Thai people believe that a single pay less to save money so I used a small package, for different regions of China may understand the issue not the same. As we usually have money in the city with strong purchasing power, or relative willing to buy large packages, the same in rural areas Milk There will be 24 packages of 12 packets, a box of 16 in rural areas, he thought to take two boxes of gifts, the Chinese people feel convenient to take two, so I think we have to consider what kind of packaging the better. In fact, we have to consider the product a lot of things, is the product demand, from the functional, etc., we have many factors to be considered.
On product prices is, as just said, when you price, because at that time business was to survive, not companies do not profit, but also meet the consumer's mind, so that consumers feel buy on, so what are you pricing to take into account consumer behavior. In addition, we also consider the channels, I looked at the period before the economic crisis, different places on the purchase of channels is very different. If that abroad, I looked at those countries the United States, before the economic crisis, crises down, high consumption places people will go less, more economical, like supermarkets and hypermarkets are more than they will go, because cost is relatively low, relatively speaking, they think will be more affordable with their pocket money, how much, or expect a relationship. In China, we should also look for China's consumer site, because the different places are different, because of China's supermarkets and convenience stores and supermarkets and convenience stores abroad are not the same as the other I think the company could also try some new channels, because the new channels as possible to reduce intermediate links, its profit margins smaller, so that if companies can find a new channel, if that we can see is the development of the Internet is a very fast, if we use direct mail the way the Internet will save Many of the costs, we are now into the store charges, was added to our fees and other costs were very high, allowing for higher than the performance of the retail price, if you can find a new channel, perhaps a good way for consumers.
Other is on the promotion, promotional products on a case, different Storage bags are not the same as saying different periods of time, usually called the storage bag when sold, because preservation in times of economic crisis for a statement he said to There you go with the food here, so the savings, or the bag, but not the same demand point. So I think we either advertising or business, the same product in demand may have to change to meet consumer behavior.
In short I think no matter what time, our most important point is to make limited money more effectively. Because we are discussing business in the end will increase the budget or reduce the budget, in fact, Mengniu was established from 99 when very little money, but invest in advertising on out we can see, we do not put no output, so this is a general direction. Specific number of inconvenient to say we voted, but the direction is that, thanks.
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