Value chain analysis of media and advertising

Recently, has been watching Lang Ping video, he is very good at the "industrial chain" and "http://www.aliyun.com/zixun/aggregation/28540.html" > Game Rules of the perspective of the nature of the economic problem analysis. Similarly, advertising planning and media management must also be placed in the enterprise's value chain in order to clearly see their role.

From the value chain, to stimulate the user's needs-to guide the needs of users-to meet the needs of users, need to rely on a variety of communication methods (advertising, public relations, promotional), as well as a variety of media (traditional advertising, search engines, community Word-of-mouth) combination. Media and advertising are provided to users and customers of the service to create value.

As Lang-Ping said, the industry chain in the six links, sales is only one link, and the media and advertising is part of this link. Therefore, the media and advertising activities should be put into the scope of the large spread of the industrial chain in order to better create its value. Enterprise's brand construction, must pay attention to the user experience and the brand spirit, only then can enhance the product and the service value added.

For the media and advertising management, the standardized evaluation of effectiveness and the standardization of fees and charges is the focus of improving the standardization of management. To give customers trust and reliance on the way of advertising. This is why Google can quickly defeat the traditional portal site.

Of course, the premise is that you have to tell the customer clearly how you are creating a model of value based on the customer's value chain. summed up as:

1, good: the Standardization of the solution (how to solve customer problems);

2, you are not expensive: the effectiveness of the evaluation and pricing mode of standardization (and other advertising mode comparison);

"Noble but not expensive" advertising, is the best cost-effective advertising.