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“中国企业营销攻略武夷论坛”会上,中央电视台广告部主任郭振玺为获奖企业颁发了中国企业营销创新奖。获奖企业为蒙牛集团、统一石化、雅客食品、宝洁公司、香山集团、内蒙古小肥羊。该奖项的评选标准为: 1)创新性——2003年度企业营销体系的创新(渠道创新、传播创新、品牌塑造、营销组织创新、营销战略研究、市场调查等); 2)成效性——在企业形象、产品推广、促销宣传等方面有成效显著,企业营销业绩显著增长(销售额、市场份额、品牌美誉度、回款比例、销售费用率、利润);并在同行内领先; 3)知名度——企业要具有相当的规模及知名度,企业注重广告传播,在业界及消费市场具有较高的知名度和美誉度。本刊记者聆听了这6家企业代表的演讲,发现被授予“中国企业营销创新奖”的6家获奖企业,不但在2003年度对本企业的营销体系进行的创新,更重要的是他们的营销运作为企业带来了突破性的发展:建立了品牌知名度和产品的美誉度,使销售量猛增,为企业发展带来了更为广阔的空间。实践证明,这6家企业的营销创新是成功的。记者深切感受到他们的一些成功经验是值得我们学习和借鉴的,也希望这些成功的创新销案例会给当前的企业与广告公司一些提示。
“Chinese enterprise marketing Raiders Wuyi Forum” At the meeting, CCTV advertising director Guo Zhenxi award-winning enterprises awarded the China Enterprise Marketing Innovation Award. Winning enterprises Mengniu Group, unified petrochemical, Ya passenger food, Procter & Gamble, Fragrant Hills Group, Inner Mongolia Little Sheep. The selection criteria for this award are: 1) Innovations - 2003 Enterprise Marketing System Innovation (Channel Innovation, Communication Innovation, Branding, Marketing Organization Innovation, Marketing Strategy Research, Market Research, etc.); 2) Effectiveness - (Sales, market share, brand reputation, the proportion of payment, sales expenses, profit); and lead in the peer; 3) visibility - Enterprises should have a considerable size and visibility, enterprises pay attention to advertising, in the industry and consumer markets have a high reputation and reputation. The reporter listened to the speeches of the six business representatives and found that the six award-winning enterprises awarded “China Enterprise Marketing Innovation Award” not only made innovations in the marketing system of the enterprise in 2003 but more importantly their marketing operations For enterprises to bring a breakthrough development: the establishment of a brand awareness and product reputation, so that sales soared for the development of enterprises has brought a broader space. Practice has proved that these six companies marketing innovation is successful. The reporter deeply felt that some of their successful experiences deserve our study and reference. I also hope that these successful cases of innovation and marketing will give some tips for current enterprises and advertising agencies.