创新营销策略 Creative strategy S
企业创新的关键要素和最佳实践案例分析
企业创新的关键要素和最佳实践案例分析1. 引言1.1 概述:企业创新是一个不可或缺的因素，促使组织在竞争激烈的市场中保持活力和竞争优势。
随着全球化和技术进步的推动，企业必须不断探索新的创新方法和策略来满足不断变化的消费者需求，并与竞争对手保持差异化。
本文将探讨企业创新的关键要素和最佳实践案例，帮助读者了解如何在不同领域中推动创新并取得成功。
1.2 文章结构:本文分为五个主要部分。
首先，在引言部分将给出对企业创新重要性的概述以及文章结构。
其次，将详细介绍企业创新的关键要素：领导力及管理支持、创新文化与氛围以及资源投入和支持。
接下来，将以两个最佳实践案例分析展示成功的企业创新经验。
每个案例都会突出一个特定领域的成功策略，例如市场营销、产品研发、设计或跨界合作。
最后，在结论与展望部分总结关键要素与成功因素，并展望未来发展趋势和挑战，提供对企业创新的启示和建议。
1.3 目的:本文的目标是帮助读者理解企业创新的关键要素，并通过最佳实践案例分析激发读者思考如何在自己的组织中应用有效的创新策略。
通过详细研究成功案例，读者将能够获得洞察力，了解在不同环境中取得成功的方法，并获取对未来企业创新发展趋势和挑战的认识。
希望本文能为读者提供有关企业创新的重要知识，并鼓励他们在自己的职业生涯或组织中积极推动创新变革。
2. 企业创新的关键要素2.1 领导力及管理支持企业创新成功与否往往取决于领导层的支持和积极参与。
领导者需要具备开放的思维方式，并有能力激发和推动团队成员产生创新想法。
他们应该给予员工充分的自主权和鼓励，建立一种创新至上的文化。
在此基础上，领导者还需要提供资源支持、扩大研发投入，并确保公司整体战略与创新目标相一致。
2.2 创新文化与氛围建立一种积极、开放、尊重和包容的创新文化是企业成功进行创新的关键要素。
这样的文化应该鼓励员工敢于冒险尝试并接受失败，同时也需要一定程度上奖励和认可那些有价值的创新成果。
此外，为了培养创新文化，公司还可以组织各种形式的培训、活动以及设立奖励机制，以使员工从中获得乐趣并产生更多创意。
营销英语知识点归纳总结
营销英语知识点归纳总结营销英语是指在商务领域中用于进行市场营销活动的专业用语。
随着全球化进程的加速，营销英语在企业营销领域中扮演着越来越重要的角色。
本文将围绕营销英语的基本概念、常用词汇和短语、销售技巧等知识点进行归纳总结。
一、营销英语的基本概念1. 营销：Marketing营销是指企业通过市场调研、产品定位、价格策略、广告宣传等手段，满足顾客需求，实现产品销售的过程。
2. 市场营销：Market marketing市场营销是指企业通过对目标市场的分析和研究，制定相应的营销策略，以满足顾客需求、提高市场份额和实现盈利的活动。
3. 目标市场：Target market目标市场是指企业针对特定的人群或群体，通过市场分析和定位，对其进行产品推广和销售的市场。
4. 市场调研：Market research市场调研是指企业通过对市场环境、消费者需求、竞争对手和产品定位等方面的调查和分析，为制定有效的营销策略提供依据。
5. 产品定位：Product positioning产品定位是指企业根据产品特点和目标市场需求，确定产品在市场中的定位和差异化特色，以便更好地满足顾客需求。
6. 市场份额：Market share市场份额是指企业在目标市场中的销售额占比，通常用百分比来表示。
7. 广告宣传：Advertising and promotion广告宣传是指企业通过各种媒体途径，对产品进行宣传推广，以提高产品的知名度和销售量。
二、营销英语常用词汇和短语1. 促销：Promotion2. 销售额：Sales revenue3. 客户满意度：Customer satisfaction4. 市场份额：Market share5. 成本效益分析：Cost-benefit analysis6. 品牌形象：Brand image7. 目标市场：Target market8. 市场定位：Market positioning9. 定价策略：Pricing strategy10. 市场调研：Market research11. 营销策略：Marketing strategy12. 客户关系管理：Customer relationship management13. 产品推广：Product promotion14. 市场竞争分析：Market competition analysis15. 渠道管理：Channel management16. 供应链管理：Supply chain management17. 市场营销计划：Marketing plan18. 产品包装设计：Product packaging design19. 品牌定位：Brand positioning20. 品牌推广：Brand promotion三、营销英语中的销售技巧1. 善于倾听客户需求：Listen to customer needs营销人员在与客户接触时，要善于倾听客户的需求和意见，了解他们的真实诉求，从而更好地针对其需求进行产品推广和销售。
广告词汇中英文对照
广告术语中英文对照aaa（美国广告院校协会) american academy of advertisingaaaa, 4a’s (美国广告代理商协会） american association ofadvertising agencies abc (广告发行量稽查会) audit bureau ofcirculationsama （美国市场营销协会) american marketing associationaio (行为、兴趣、观点数据库) activity, interesting， opinioniaa (国际广告协会)international advertising association pop广告point of purchasesswot分析、优劣势分析 strength， weakness， opportunity， threat 案头研究 desk research版权 copyright包装 package保存率keeping rate报价 quotation， cost estimate备忘录memo边际效用 marginal utility标题 headline标志 logo， mark草稿 rough草图 sketch插图 illustration差异性（策略) differentiation蒙太奇montage免费赠品 give away命名 naming模仿 copy模型 model， pattern目标对象target audience尼尔逊电视调查报告nielsen television index 频率frequency品牌 brand品牌策略 brand strategy 品牌个性（人格化）brand personality 品牌购买趋势brand momentum 品牌管家 brand steward品牌经理 brand manager 品牌联想 brand linkage品牌识别 brand identity 产品核心概念product concept产品名称测试name test产品效用 benefit产品形象 product image产品原型 product prototype产品原型测试prototype test产品周期 product life-cycle产品属性 product attribute陈列 display冲击力impact出口广告 export advertising创意 creative创意草图 idea sketch创意策略 creative strategy创意概念 creative concept创意提案 creative presentation 创意总监 creative director (cd) 从众 follow促销活动 promotion打样 color proof打字照排 typesetting代理商agent导演 director到达率reach到达频率 frequency第一知名度 top of mind （tom）点子 idea电话调查 telephone interview电视媒体 tv media调查员interviewer定量研究 quantitative research 定位 positioning定性研究 quality research动画 animation动机 motivation， motion动机分析 motivation analysis动机强度 motivation intension独家赞助 sponsored event独特销售理论unique selling proposition （usp) 发行量circulation 菲林，胶片 film分类广告 classified advertising分散式媒体组合assorted media mix分色 color separation分销 distribution风险知觉 perceived risk服务质量 serve quality负片 negative覆盖率coverage概念 concept概念测试 concept test感觉 sense个人收视率 personal audience rating 个性，性格 personality工作进度报告公共关系 public relations购买 purchase， buy购买后分析 post-buy—analysis购买环境 shopping environment购买决策 purchase decision购买决定因子购买率purchase rate购买模型 purchase model购买频率 purchase frequency购买者buyer购买周期 purchase period购买准备 purchase preparation关键词keyword观察法observe method广播电视网 network广播媒体 broadcast mediastatus report purchase decision factor广告 advertising （ad）广告标语 advertising slogan广告测试 advertising test广告策略 advertising strategy广告创意 advertising creative广告创作人员creator广告对象 advertising target广告概念 advertising concept广告稿效果调查 copy test广告代理商,广告公司广告管理 advertising management 广告计划 advertising plan广告监测 advertising monitor， advertising track 广告精读率attentive readership score 广告客户 client广告目标 advertising goal广告目的 advertising objective 广告牌 billboard广告认知效果advertising recognition effect 广告时代 advertising age （ad age）广告诉求 advertising appeal广告文案 advertising copy广告效果advertising effect， advertising impact 广告效果监测advertising impact track广告音乐 jingle广告占有率 share of voice广告招贴 poster广告作品 advertisement国际广告媒体international mediaadvertising agency篇二：主要广告术语中英对照aadvertising广告广告活动ads 广告物account executive 客户主管account 客户项目account planning 客户策划account services 客户部account service 客户服务art director美术指导advertising campaign 广告活动advertising agency 广告代理商4a （ american association of advertising agencies) 美国广告代理商协会above-the-line advertising 线上广告.广告代理商能从媒介获得代理费的广告regulatory matters广告规章和法规agency profit management利润管理advertising department 广告部airport advertising 机场广告appeal 诉求area sampling 区域抽样audience 受众。
4A广告公司中常用英语词汇
4A广告公司中常用英语词汇在4A广告公司中，有许多常用的英语词汇被广告人士频繁使用。
这些术语和短语被用来描述广告相关的活动、策略和过程。
在以下文章中，我们将介绍一些常见的英语词汇，这些词汇在4A广告公司中被广泛使用。
1. Creative（创意）: 这个术语指的是广告公司所提供的创造性、独特且有吸引力的广告理念和设计。
创意是广告活动的核心，能够产生积极的影响和效果。
2. Campaign（广告活动）: 广告活动是指公司为了达到特定目标而策划、设计和执行的一系列广告相关措施。
广告活动通常包括一系列的广告媒体和渠道，如电视广告、平面广告、户外广告等。
3. Target audience（目标受众）: 目标受众是指广告活动中所针对的特定群体或客户。
在广告策划过程中，了解目标受众的兴趣、需求和行为是至关重要的。
4. Brand positioning（品牌定位）: 品牌定位是指广告活动中所采用的一种策略，以便建立和维护品牌在目标受众中的独特地位。
品牌定位可以通过强调品牌的核心价值观、优势和不同之处来实现。
5. Marketing strategy（营销策略）: 营销策略是广告公司为了推动产品或服务销售而采取的一系列措施。
这些措施包括市场调研、市场定位、产品定价、渠道选择、推销和宣传等。
6. Media planning（媒体策划）: 媒体策划是广告公司中一个重要的职能，负责确定广告活动的最佳媒体和广告渠道。
媒体策划师分析目标受众、市场趋势和媒体数据，以帮助客户选择最有效和最具成本效益的媒体渠道。
7. ROI（Return on Investment）: 资本回报率是衡量广告活动成功的指标之一。
ROI指的是广告投资带来的回报与投入成本之间的比率。
广告公司会根据ROI来评估广告活动的有效性和效果。
8. KPI（Key Performance Indicators）: 关键绩效指标是广告公司用来衡量广告活动效果的重要指标。
中国新技术企业在产品开发绩效营销策略创新的权变价值(英文中文对照翻译)
The contingent value of marketing strategy innovativeness for product development performance in Chinese new technology venturesAbstractThis study extends research on entrepreneurial behavior by investigating the relationship between the marketing strategy innovativeness (MSI)and new product performance in technology-based new ventures in China. Specifically, premised on contingent resource-based view we argue thatMSI is a firm capability that must be bundled with external managerial relationships and be deployed in the appropriate environment to ensure itssuccess. We found that the team's extra industry relationships and market dynamism enhanced the impact of MSI on new product performance. Incontrast, top management team's intraindustry relationships, financial relationships, and technology dynamism hindered the impact of MSI on newproduct performance.1. IntroductionThe vast majority of research on organizational innovationadopts a resource-based perspective that predicts positive returnsto organizational resources and capabilities. This work has beenrestricted, however, to the narrow context of product innovation.Although product innovation enhances firm performance onlywhen it is successfully commercialized, prior research tends topay little attention to accompanying marketing innovations(Shervani & Zerrillo, 1997). The current study concerns aneglected, yet potentially positive entrepreneurial strategicactivity —marketing strategy innovativeness (MSI) —whichrefers to the degree to which the marketing strategy whichaccompanies a new product differs from competing strategies andconventional practices (Andrews & Smith, 1996; Hambrick, Cho,& Chen, 1996; Menon, Bharadwaj, Adidam, & Edisonet, 1999;Sethi et al., 2001). Examples of MSI practices include the use ofnew packaging, new distribution methods and channels, new advertising media and content, ingenious pricing and paymentmethods. MSI ensures the new product enjoys a uniquecompetitive position because it is radical, departs from the statusquo, is proactive, unconventional and unpredictable (Andrews &Smith 1996; Hambrick et al., 1996; Menon et al., 1999). Thus,MSI is likely to strengthen the position of the new product in themarketplace above and beyond the value conveyed by its physicalcharacteristics (Andrews & Smith, 1996).MSI is classed as capability because it is the outcome of afirm's specialized knowledge, unique understanding of theenvironment and idiosyncratic processes (Eisenhardt & Martin,2000). As Verona (1999: 139) posits, the ability to creatively andimaginatively make strategic decisions regarding a product'sdevelopment and its marketing are rent-generating routines thatenhance performance. MSI may enhance product developmentperformance by creating uncertainties for competitors throughvariation in the bases of competition (Eisenhardt & Tabrizi,1995). Capturing the contribution of MSI at the product develop-ment level is also consistent with the idea that resources'contribution to performance should be investigated by disaggregating firm performance into processes which are less distalfrom the focal resources (Ray, Barney, & Muhanna, 2004).However, Eisenhardt and Martin (2000: 1110) suggest thatdespite their value, capabilities aresubstitutable because there aremultiple paths through which firms can acquire the same dynamiccapabilities independent of other firms. Hence, capabilities maybe necessary, but not sufficient, sources of sustained competitiveadvantage. This implies that a focal capability needs to be madeinimitable through combination with other organizational skillsand capabilities and deployment in the appropriate environment(Eisenhardt & Martin, 2000). As Barney (1991) argues, eventhough a firm's capability may be valuable, rare and inimitable, itsability to provide sustainable competitive advantage often lies inits configuration with complementary internal and externalresources. Teece, Pisano, and Shuen (1997: 515) also argue thatperformance outcomes of a firm's capability depend on its ma-nagement ability to deploy the capability in an appropriateenvironment. Finally, Porter (1991: 108) warns against internalfocus on resources because the competitive value of resources canbe enhanced or eliminated by changes in technology, competitorbehavior or buyer needs.Drawing on this contingent resource-based view of the firm,we advance and test the idea that, particularly in new ventures inan emerging economic environment, the impact of MSI on newproduct performance is conditional upon its top managementteam's external relationships and environmental conditions.New ventures tend to have higher failure rates than establishedfirms. Stinchcombe (1965) provided several reasons for thisliability of newness. They have limited resources, lack of infor-mation processing structures, and stable links with clients,supporters and customers. Given their liabilities of newness,new ventures need to be creative and learn new roles and tasksand this may conflict with constraints on their resources.Moreover, as a form of first-moving, MSI is inherently risky(Ketchen, Snow, & Hoover, 2004). First, it takes time andresources (i.e., increased salesforce efforts) to educate customersto the new marketing strategy features; further, MSI can exposenew ventures to strong and unpredicted reactions by incumbents; lastly, MSI can be imitated by competitors, who cancapitalize on the early errors made by the new venture. Thesecontrasting arguments reinforce the need to understand underwhich circumstances (i.e., on which internal and externalcontingencies) MSI will contribute to new product performance.In contrast to developed market economies, the complexityand dynamism of the transitional environment in China meansthat firms must confront the challenges of new (oftendysfunctional) competition and also collapsing capabilities (Li& Atuahene-Gima, 2001, 2002). Thus, scholars suggest thatsuccess in China market requires significant explorationinvolving experimentation and innovation (Luo, 2002; Luo &Park, 2001, p. 145). We contend that to sustain the viability oftheir innovative marketing strategies in China, new venturemanagers may need to leverage their external relationships.Research suggests that external relationships are particularlyimportant sources of valuable resources and information thatcan augment firm performance in transitional economies likeChina (Park & Luo, 2001; Peng & Luo, 2000). Because of theirliabilities of newness, we posit that a venture's top managementteam's external social capital (i.e., the ability to mobilizefinancial resources, information and support through externalrelationships with managers inside and outside the industry, andwith officials of government and financial institutions) maydetermine the degree of success of MSI. In support of this idea,Lee, Lee, and Pennings (2001) found that external relationshipswith venture capitalists and universities enhanced the perfor-mance effects of the entrepreneurial orientation and technologycapabilities of new ventures, respectively. Further, consideringthat the value of afirm's capabilities and resources is contextspecific (Eisenhradt & Martin, 2000; Porter, 1991; Teece et al.,1997), we propose that technology and market uncertainty willplay an important role in the effectiveness of MSI.This study contributes to the literature in three importantareas. First it contributes to the abovementioned debate on theinherent value of MSI and its relationship with performance.For example, prior research has assumed a positive relationshipbetween MSI and new product performance (Andrews & Smith,1996). However, such an assumption tends to ignore thetransaction costs associated with MSI and, more generally,overlooks the potential problems associated with the deviationfrom industry practices. Hence, determining when MSI willincrease new product performance offers a direct test of thecontingency view of internal firm capabilities espoused inresource-based theory (Barney, 1991; Teece et al., 1997).Second, despite recent theoretical developments (Blyler & Coff,2003), few empirical studies model the firm's social capital as apotential complement of internal capabilities; this study extendsour understanding by for the first time examining managerialrelationships both inside and outside the industry, as called forby Peng and Luo (2000). Finally, this study extends and lendssupport to recent work that integrates resource-based and socialcapital theories as an explanation for new venture performancein the Chinese context (Lee et al., 2001).2.Conceptual model and hypotheses2.1. Resource-based theory and MSI in technology-based newventures in ChinaAccording to the resource-based theory, performance differ-ences across firms are the result of variance in their resources and capabilities that are rare, valuableandinimitable(Barney,1991).This theory implies that to outwit competitors, new ventures needtodevelop distinct and innovative strategies and processes.Ensley, Pearson, and Amasone(2002:367) contend that, becauseof their liability of newness, “the task of the new venture TMT[top management team] is largely one of creativity and learning,where the ability to produce novel and integrated solutions is animportant attribute” for high performance. New ventures are at acompetitive disadvantage against large and established firms intheir traditional domains because of lack of resources, immatureorganizational processes and limited operational experience (Leeet al., 2001: 617). Hence, reliance on traditional products,marketing methods, and organizational processes is bound to leadto failure.The survival of new ventures depends largely on the intro-duction of new and differentiated products, processes andmarketing innovations. Such innovations may be rare andvaluable capabilities because the knowledge needed to developand successfully implement them involves socially complexlearning and relational skills in strategy making that are uniqueto the firm (Eisenhradt & Martin, 2000). For example, MSIinvolves the interaction of a group of individuals with differentexpertise and sources of knowledge, the use of integrativeprocedures to coordinate and combine their skills, knowledgeand abilities, and idiosyncratic reward, training and controlsystems. In addition, such a process involves firm's initiativesbased on managerial discretion formed on the basis ofunderstanding of the environment. Decision-makers attend tothe environment, interpret the conditions and assign meaning tothe actions they take in idiosyncratic ways (Verona, 1999).Furthermore, MSI is path dependent. It results from theidiosyncratic culture,experience,and history of the firm andfrom functional,educational,and tenure backgrounds of thedecision-makers(Andrews&Smith,1996;Hambrick et al.,1996).The availability of a group of executives with therequisite characteristics to develop innovative strategic actionsishighly constrained:it can neither be easily developed withinthe firm nor acquired from outside(Eisenhardt&Martin,2000).Following these arguments,the central premise of this study isthat MSI is a key capability of a new venture.New ventures must develop innovative strategies but thepossession of an innovative strategy does not assure commercialsuccess of a product.Rather,consistent with the contingentresource-based view of the firm,the productive capacity of MSIis determined by its congruency with other organizationalcapabilities and the environmental conditions.In particular,effective implementation of MSI and its effects on performancecannot be assumed by new ventures in a transitional economy,such as China.Market reforms in China have led to the entry ofa great number of foreign firms increasing the competitivepressures for local firms.This has led to increased control ofmarketing resources,such as outdoor advertising space,byforeign firms and increased marketing costs(EIU,2002).Also,Chinese consumers tend to perceive that foreign brands are ofhigher quality,reliability,and are more sophisticated thanlocally produced products(Li and Atuahene-Gima,2002).Further,given the transitional nature of the economy,the Chinese government plays an important role in regulating firms'marketing activities.For example,the pricing,packaging,distribution,and advertising of products are increasingly beingcontrolled by central and local governments with the objectiveof preventing activities or messages that contradict or divulgestate policies and secrets or may be harmful to the dignity of theChinese(People's Daily,2002);though public regulations onmarketing strategydomains(e.g.,packaging,advertising)existin developed market economies as well,the degree of controlput forth by Chinese authorities is tighter and highlydiscretional and therefore represents an additional constraintto the implementation of innovative marketing strategies in theChinese context.We believe that although these environmental conditionsmake it imperative for new ventures to develop innovativestrategies,they nevertheless pose significant obstacles in theimplementation phase.Chinese new ventures also facesignificant external obstacles in obtaining the resources thatmay be required to implement an innovative strategy.China'stransitional economy is characterized by weak capital marketstructures,institutional instability and lack of coherent businesslaws.In comparison with well-established firms,new ventureshave less legitimacy in terms of relationships with suppliers,customers,and government institutions.Under these circum-stances,new ventures have greater external difficulties inraising resources,licenses and approvals for their activities(Li&Atuahene-Gima,2001),and face increased uncertainty andcosts in consummating market exchanges(Xin&Pearce,1996).Following the contingent resource-based view,we argue that toharness the advantages of MSI,Chinese new ventures mustovercome these obstacles by relying on the external relation-ships of their top management(Lee et al.,2001)and bydeploying their resources in an appropriate technology andmarket environment(Teece et al.,1997).2.2.Moderating role of top management team externalrelationshipsExternal relationships are capabilities that are difficult toduplicate by competitors because they are socially complex.Hence,they constitute effective sources of information andresources for new ventures that augment their meager resourcesin implementing strategic innovations(Lee et al.,2001).Thus,external relationships contribute to the effectiveness oforganizational action by reducing transaction costs within andbetween firms,notably information search anddecision-makingcosts.The idea that external relationships may provide valuablesources of information and influence for organizations has beenparticularly important in work on transitional economies such asChina.Researchers have argued that guanxi relations in Chinaprovide vital sources of information and influence that can beused to promote company performance(Park&Luo,2001;Peng&Luo,2000).Pervasive uncertainties and high levels ofrisk associated with businesses in transitional economies can bebuffered by external relationships that can provide access totechnical and managerial expertise that may not readily beavailable through labor markets.Moderating roles of this type are commonly performed by impersonal agents in more highlydeveloped markets;however,transitional economies typicallylack the necessary social and institutional infrastructure for thattype of exchange and companies must rely on informal channels(Li&Atuahene-Gima,2001).Park and Luo(2001)found thatChinese firms pursuing creative strategies sought moreresources from external sources to mitigate the costs and risksassociated with such strategies.This research suggests amoderating role for such relationships in the use of innovativestrategies.Prior research suggests two main types of external relation-ships:(1)those with managers of other firms,and(2)those withofficials of government and financial institutions(Peng&Luo,2000).Relations with managers can be further categorized intotwo:relationships with managers outside the firm's industry(extraindustry relationships)and those with managers within thesame industry(intraindustry relationships)(Geletkanycz&Hambrick,1997).Our focus on these external relationships isnot to deny the importance of other specific managerial rela-tionships such as those with customers and employees.Rather,our focus responds to Peng and Luo's(2000:498)call for theneed to probe deeper into types of managerial relationships inChina and also recognizes the critical importance of governmentand financial relationships for new ventures in China(Park&Luo,2001;Peng&Luo,2000).2.3.Intra and extraindustry relationshipsExtraindustry relationships refer to the degree to which thetop management team has built connections with managers offirms outside its own industry,defined as the high-technologyindustry in which the new venture operates.Intraindustryrelationships refer to the degree to which the top managementteam has built connections with executives of other firmsoperating within the same industry as its own firm.The recentcontribution by Blyler and Coff(2003)has strongly advocatedthe central role of social capital in enabling dynamiccapabilities.However,different aspects of managers'connections to social networks may have opposite effects on thecontent of strategy formulation.Geletkancyz and Hambrick(1997)argued that while intraindustry relationships promoteconformity to industry norms and recipes,extraindustryrelationships provide a broader range of information andevoke strategies that deviate from prevailing practices.Theirresearch highlights an important connection between inter-firmrelationships and internal processes of information acquisitionand learning in strategic decision-making.Extraindustry relationships serve as conduits for newinformation and insights into the environment.Becausemanagers outside the focal new venture's industry operate indifferent competitive and resource environments they possessdifferent experiences and mental models,and have access tonew ideas about different strategies.These relationships informthe managers of the focal venture about potential new strategies,and allow greater speed,flexibility and efficiency in strategyimplementation.Hence,extraindustry relationships are likely toreduce the high cost and potential errors associated with the collection and use of new information in animmature socialinteraction context of a new venture.By eliminating thesetransaction costs,extraindustry relationships increase the typesof new information and insights such that top managers are ableto spot implementation problems in MSI they otherwise wouldhave missed.Intraindustry relationships,in contrast,help firms to acquiredeeper knowledge and understanding of the competitors'strategies.While knowledge of competitors may encouragenew ideas,such knowledge may actually harm the implementation of an innovative strategy in marketing.The logic isthat managers in the same industry are exposed to familiaropportunities and threats,and routines with which to handlethem.Hence,the top management team of the focal new ventureis less likely to discover novel insights and ideas for implementing an innovative strategy in marketing.Intraindustryrelationships provide mental models that are a misfit with thefocal venture's MSI and therefore may jeopardize its effectiveimplementation.H1a.When extraindustry relationships are high,MSI has apositive effect on new product performance.H1b.When intraindustry relationships are high,MSI has anegative effect on new product performance.中国新技术企业在产品开发绩效营销策略创新上的权变价值摘要本研究基于对中国营销策略创新之间的关系对创业行为研究（MSI）与新产品绩效技术为基础的新风险的研究。
现代广告业的专业词汇
现代广告业的专业词汇广告作为现代商业社会的重要组成部分，涉及到各种不同的专业领域和概念。
为了更好地理解和交流广告相关的知识，掌握专业术语是必不可少的。
本文将介绍现代广告业常见的一些专业词汇。
1. 宣传推广（Promotion）宣传推广是广告的核心目标之一，旨在借助各种媒体和传播渠道，向目标受众传递产品或品牌的信息，引起他们的兴趣和购买欲望。
2. 品牌形象（Brand Image）品牌形象指的是消费者对某个品牌的整体印象和观感。
良好的品牌形象能够增加消费者的忠诚度和品牌认同感，提升市场竞争力。
3. 目标受众（Target Audience）目标受众是广告活动的主要关注对象，是广告策划和内容制作的重要依据。
准确确定目标受众，有助于提高广告投放的效果和精准度。
4. 媒体选择（Media Selection）媒体选择是广告投放过程中的关键步骤，指的是根据广告的目标和受众特征，选择合适的媒体平台和渠道进行广告投放，以最大程度地覆盖目标受众。
5. 广告代理商（Advertising Agency）广告代理商是专门从事广告服务的机构，代表广告主与媒体、制作公司等进行业务合作和沟通。
他们负责广告策划、创意制作、媒体采购等工作。
6. 创意设计（Creative Design）创意设计是指在广告制作过程中的创作和构思环节，旨在通过独特的设计元素和创意表达方式，吸引目标受众的注意力和情感共鸣，提升广告效果。
7. 品牌推广（Brand Promotion）品牌推广是广告活动中的一种常见形式，通过不同的宣传手段和渠道，提升品牌的知名度和美誉度，扩大市场份额，促进产品销售。
8. 市场调研（Market Research）市场调研是广告策划过程中的重要环节，旨在通过数据收集和分析，了解目标受众的需求和购买行为，预测市场发展趋势，为广告活动提供决策支持。
9. ROI（Return on Investment）ROI是广告效果评估的重要指标之一，用于衡量广告投资带来的回报率。
创意营销策略英文作文高中
创意营销策略英文作文高中Title: Innovative Marketing Strategies。
In today's dynamic business landscape, innovative marketing strategies play a pivotal role in the success of any company. With the ever-evolving consumer preferences and the rise of digital technologies, businesses need to continuously adapt and innovate to stay ahead of the competition. In this essay, we will explore some effective innovative marketing strategies that can be employed by companies to enhance their brand visibility, attract new customers, and foster customer loyalty.Firstly, leveraging social media platforms is crucial for modern marketing success. With the widespread usage of social media among people of all demographics, platforms like Facebook, Instagram, Twitter, and LinkedIn provide excellent opportunities for companies to engage with their target audience directly. Through creative content such as engaging posts, videos, and interactive campaigns,businesses can effectively communicate their brand message and build meaningful relationships with customers. Additionally, utilizing social media advertising tools allows companies to target specific demographics, interests, and behaviors, maximizing the reach and impact of their marketing efforts.Another innovative marketing strategy is the implementation of influencer marketing. Influencers, whoare individuals with a large and engaged following onsocial media, have become powerful endorsers for brands. Collaborating with influencers relevant to their industry enables companies to reach a wider audience and establish credibility through authentic recommendations. Bypartnering with influencers who resonate with their target market, businesses can create genuine connections with consumers and drive brand awareness, ultimately leading to increased sales and brand loyalty.Furthermore, experiential marketing has emerged as a highly effective strategy for creating memorable brand experiences and fostering emotional connections withconsumers. By organizing immersive events, pop-up shops, or interactive installations, companies can provide consumers with unique opportunities to engage with their brand on a personal level. Experiential marketing not only generates buzz and excitement around the brand but also encourages word-of-mouth promotion as attendees share their experiences with friends and family, amplifying the brand's reach and impact.Additionally, embracing user-generated content (UGC) as part of the marketing strategy can yield significant benefits for companies. UGC, which includes customer reviews, testimonials, and social media posts created by users, serves as authentic and trustworthy content that resonates with potential customers. Encouraging customers to share their experiences with the brand and incorporating UGC into marketing campaigns helps build social proof, instilling confidence in prospective buyers and driving conversion rates. Moreover, UGC fosters a sense of community among customers, strengthening brand loyalty and advocacy.In conclusion, innovative marketing strategies are essential for companies seeking to thrive in today's competitive business environment. By harnessing the power of social media, influencer marketing, experiential marketing, and user-generated content, businesses can effectively engage with their target audience,differentiate themselves from competitors, and build long-lasting relationships with customers. As consumer behaviors continue to evolve, companies must remain agile and innovative in their approach to marketing to stay relevant and successful in the marketplace.。
广告公司中常用英语词汇
广告公司中常用英语词汇欢迎光临广告公司！在这里，我们使用许多常见的英语词汇来帮助我们有效地传达信息并与客户合作。
以下是一些常用的英语词汇，这些词汇在广告公司的日常工作中经常出现：1. 品牌（Brand）：指公司、产品或服务的独特身份和形象。
2. 宣传（Promotion）：通过广告活动向公众传达产品或服务的信息，以提高销售。
3. 营销（Marketing）：通过市场研究和定位来推广和销售产品或服务。
4. 客户（Client）：我们公司的合作伙伴，他们需求我们提供广告服务。
5. 目标受众（Target audience）：希望将产品或服务推向的特定群体或人群。
6. 市场策略（Marketing strategy）：为实现营销目标而制定的计划和方法。
7. 创意（Creatives）：指广告中使用的文案、设计和图像等创意元素。
8. 媒体（Media）：广告可以在其中播放的渠道，例如电视、收音机、杂志和互联网。
9. 市场调研（Market research）：通过收集和分析数据来了解受众需求和市场动态。
10. 排期（Scheduling）：根据合适的时间表，将广告在媒体上播放。
11. 营销活动（Marketing campaign）：为达到特定目标而设计的一系列广告和宣传活动。
12. 品牌认知度（Brand awareness）：受众对某个品牌的知晓度和熟悉程度。
13. ROI（Return on Investment）：投资回报率，通过计算广告投资与获得的收益来评估广告活动的效果。
14. 移动广告（Mobile advertising）：广告通过移动设备（如智能手机和平板电脑）传播。
15. 社交媒体（Social media）：通过社交平台（如Facebook、Instagram和Twitter）来传播广告信息。
这些词汇在广告公司中非常常见，我们将用它们来解释和讨论广告项目，与客户沟通并制定有效的营销策略。
广告英语术语
广告专业术语---中英文content integration 软性广告cost effective 广告成本效益creative 创意government relations 政府关系grass roots marketing 贴身式营销industry 行业integrated marketing communication 整合营销传播litigation 起沂，诉讼markets 市场组合media service 媒介代理merger 企业合并online advertising 在线广告point-of-purchase （pop）焦点广告position 定位print 平面广告媒体publics 公众群体strategic philanthropy 策略性公益事业strategy 策略、策划target audience 目标受众web design 网站设计digital 数字化co-marketing 联袂营销conference 会议consulting 咨询corporate identity 企业识别culture-specific 文化(民族)特性demographic marketing 人口统汁特征营销direct mail(DM) 直邮广告direct marketing 直销event planning 活动策划exhibition stand 展台integrated branding 整合品牌传播internal corporate communications 企业内部沟通investor relations 股东关系nontraditional 非传统的packaging 包装product placement 产品涉入promotion 活动psychographic 心理统汁的retail 零售retail space 零售市场区域sales promotion 促销活动sponsorship 赞助trade channels 业务渠道vertical publications 行业刊物viral marketing 传染式营销best face forward 展现最佳面貌speak with One voice 统一传播口径the edge 优势top to bottom 自上而下Billboard 广告路牌Blow in card 报刊广告插页Bulldog edition 报纸的早发版Car card [ka：ka：d] 车厢广告Counter advertising 异议式、对抗式广告Display advertisement 陈列式广告Electric spectacular 霓虹灯广告Free-standing insert 非装订广告插页House organ 企业专刊(杂志)Insert 广告插页Island display(超市内)堆头式陈列mail-order advertising 邮购广告network 电(视)台网out-of-home advertising 家外媒体painted bulletin 手绘广告牌panel 广告牌pass-along reader 传阅读者poster panel 用印刷画面拼贴的广告牌shelf screamers 货架插件广告物supplementary media 辅助媒体(非大众传媒) vehicle 广告载体count out 清点，算出make it through the day 过一整天pass．．．off to 把……给出pass-along reader 传阅读者poster panel 用印刷四画面拼贴的广告牌shelf screamers 货架插件广告物supplementary media 辅助媒体vehicle 广告载体count to 清点，算出make it through the day 过一整天pass．．．off to 把……给出ad planning 广告策划admen 广告人appeal 诉求consumer behavior 消费者行为copy platform 文案大纲creative stratgy 创意策略DAGMAR 广告效果评估体系Day part 时段Decay constant 衰退常数hierarchy-of-effect theory 效果层级理论infomercial 电视直销节日market profile 市场状况market segmentation 市场细分persuasion process 劝服过程primary demand advertising 品类诉求广告product-related segmentation 产品消费量细分seasonality 季节性selective demand advising 选样性诉求(品牌)广告soft sell 软销，感受型广告strategic planning 战略策划teaser campaign 悬念式(调味)广告攻势rule-of thumb 经验法则brand manager 品牌经理corporate advising 企业广告family brand 多品类品牌generic brand 非名牌(产品)green advertising 绿色策略式广告image advertising 形象广告line 产品系列name-brand 名牌national brand 全国性品牌parity 同等private brand 零售商自有品牌product different 产品差异product management品牌管理product positioning 产品定位reference group 参照组tagline (广告)行动口号top -the -line 顶级的trade character 吉祥物utility 好处，用途really do something with 确实能用它做些文章zccumulation 受众数(特定周期内)audience duplication 重复受众brand development index 品牌成长指数category development index(CDI) 销量成长指数coverage 覆盖率，覆盖范围cumulative coverage 累计（总）覆盖率exposure 告显露次数frequency 广告频次gross audience 受众总量gross impression 总印象gross rating points 总收视点loyalty index 忠诚度mags 杂志(简写)media concentration theory 媒体集合理论media dominance theory 媒介优势理论media plan 媒体计划net unduplicated audience 受众participation 参与program delivery rate 节目到达率reach 到达turnover 受众流失overall 全部的rerunning numbers 复核---的数据archetype 标准受众，原型availability 空余时段back- to-back 广告连播chain break 节目提示标板circulation 发行量continuity 持续型排期continuous advertising 持续型广告fresh 新颖的fringe time 非黄金时段holding power 节目(频道)凝聚力holdover audience 既有观众inherited audience 既有观众open end 节日提示语广告时段piggyback 同一客户广告连播prime time 黄金时报pulsing 栏栅式(或间隔式)排期roadblock 拦路广告run-of-schedule(ROS) 非指定时段staggered schedule 交错排期wave scheduling 波浪式排期wear out 广告磨损ln lieu Of 代替buried position 被淹没的广告位column inch 栏／英寸(报纸广告单位) double truck 双页／，告(跨页) facing 一个广告牌(户外媒体单位) franchised position 专用广告位置insertion 平面媒体广告次数insertion order 广告版位定购island position 独立广告版位lifestyle segmentation 生活形态细分local advertising 地方性广告make good 补偿广告media buy 媒体购买media buying service 媒体购买代理narrow casting 小范围播放(窄播) preferred position 首选广告版位readership 读者人数representative 媒体销售代表run-of-press 随意安置的广告版位split run 分版刊登spread[spred] 杂志跨页card rate 广告市价combination 套装广告价controlled circulation 定向发行量cost per point(CPP) 每收视点成本cost per thousand(CPM) 每千人成本earn rate 媒体折扣价flat rate 统一价格grid card 电波广告刊例guaranteed circulation 承诺发行量horizontal publication 横向出版物广告术语——创作用语广告讯息advertising message艺术art艺术方向art direction艺术家artist美术总监art director大创意big idea头脑风暴法brainstorming传播媒介communications media 概念化conceptualization文案人员copywriter创意纲要creative brief创意总监creative director创意过程creative process创意金字塔creative pyramid创意creative创造creativity感性诉求emotional appeals控险家explorer事实型思维fact-based thinking 信息性informational法官judge指定mandatories讯息战略message strategy非文字nonverbal产品概念product concept理性诉求rational appeals目标受众target audience技巧technical转换性transformational价值型思维value-based thinking 文字的verbal形象化visualization战士warrior样片animatic动画技法animation techniques 声频audio艾耶1号式Ayer No.1利益式标题benefit headlines正文body copy粗体boldface照相制版camera-ready art表演纲要casting brief结尾close命令式标题command headlines 末稿comprehensive layout/comp 演示demonstration设计design技巧式正文device copy对白/独白式正文dialog/monolog copy旁白donut标题headline吸引技巧hook图标icon插图画家illustrators企业形象式正文institutional copy整合广告integrated commercial内容段落interior paragraphs斜体italic歌谣式jingles肩题kicker布局图layout预备段落lead-in paragraph生活方式式技法lifestyle techniques标志logotypes助记手段mnemonic device音乐式广告musical commercials音乐标志musical logo叙述式正文narrative copy新闻/信息式标题news/information headlines 出镜头on camera拼版paste up摄影师photographers图片说明式正文picture-caption copy方框图片式布局picture-window layout招贴式格式poster-style format主持人式广告presenter commercial启发式标题provocative headlines疑问式标题question headlines广播人物radio personality脚本script印签seal签名signature cuts生活片段slice of life口号slogans故事板storyboard故事板草图storyboard roughs直截了当式straight announcement直接推销式正文straight-sell copy副标题subhead标题句taglines证言testimonial正文text主题句theme lines小样thumbnail收尾trial close图形部分visuals旁白voiceover模拟校样analog proof动画animation合成片answer print光圈aperture音控台audio console底片base art出血版bleeds蓝线blueline照相排版术camera-ready art字符计算式character-count method 电影摄影师cinematographer截止期closing date色基color key分色color separation连续调continuous tones控制室control room组排copy cast封面纸cover paper青、黄、红、黑印刷CYMK printing 数字媒介digital media数字校样digital proof数码视频效应装置DVE units导演director特排字体display type复制带dubs拷贝dupes电子制作electronic production晒版台纸flats一套铅字font四色印刷four-color process网目凸版halfone plate网屏halftone screen互动电视interactive TV任务夹job jacket出格kerning电脑亭kiosk加空铅leading硬性软片line film线画版line plate实景真人live action外景地location制片场lot指令mandatories公共场所mass audience venue母带master tape合成样片mixed interlock助记手段mnemonic device多媒体演示multimedia presentation正色投影胶片orthographic film透明塑料膜overlay个人场所personal audience venue平台使用费platform licensing后期制作阶段postproduction phase开印前阶段prepress phase预备阶段preproduction phase印刷制作经理print production manager 印刷制作过程print production process 非公开场所private audience venue制片人producer制作阶段production phase复映复播追加酬金residual fee反差套印reverse knockout无衬线字体sans serif最低合同工资scale衬线字体serif一场session特技special effects插播广告spots剥版stripping叠supers演播人员talent自动台词提示器teleprompter课本纸text paper正文字体text type合套trap字系type families排印工艺typography网页Web page单词计算式word-count method工作样片work print书写纸writing paper广告术语——公共关系用语社论式广告advertorial倡导广告advocacy advertising伏击式营销ambush marketing视听材料audiovisual materials公告牌bulleting boards社会参与community involvement企业广告corporate advertising企业识别广告corporate identity advertising危机管理crisis management娱乐entertainment展品exhibits特写feature articles内部通报house organ以货代款in kind机构广告institutional advertising游说lobbying前期市场企业广告market prep corporate advertising 营销公关marketing public relation新闻简报news/press release意见抽样opinion sampling慈善行为philanthropy招贴posters传媒炒作press agentry传媒工具press/media kit公共事务public affairs公共关系户public relations公共关系广告public relations advertising宣传publicity公众publics招聘广告recruitment advertising声望经营reputation management撰写讲演稿speechwriting赞助sponsorship赛场营销venue marketing新闻通报录像video news release广告术语——广播媒介用语执行证明书affidavit of performance受众构成audience composition受众占有率audience share时间表avails一刻平均听众数average quarter-hour audience 一刻平均收听率average quarter-hour rating一刻平均占有率average quarter-hour share交换辛迪加barter syndication无线电视broadcast TV有线电视cable TV单位成本CPP千人成本CPM累积听众数cumulative persons累积收听率cumulative rating时段组合day-part mix预定市场区域designated market areas班车时间drive time首播辛迪加first-run syndication毛评点gross rating points开机家庭HUT形象移植imagery transfer信息式广告informercial互相连接interconnect存货inventory地方时间local time赔偿条件make-goods广播电视网networks网外辛迪加off-network syndication协办participation basis占位价格preemption rate黄金时段prime time节目式广告PLA节目收率视program rating节止编排形式programming formats视听率调查服务公司rating services电台指定时间run-of-station赞助sponsorship点播广播spot announcement点播广播spot radio受众总数total audience总体受众计划total audience plan电视家庭TVHH特高频UHF甚高频VHF广告术语——互动媒介用语广告网络ad networks广告查询ad request横幅广告banner阔幅说明书broadsides手册brochures商业回邮件business reply mail按钮button有线调制解调器cable-modem目录catalogs光驱CD-ROM分类广告Web站classified ad Web site点击率click rate点进率click-throughs编辑名录compiled lists小甜饼cookies立体创意直邮creative dimensional direct mailing 数字互动媒介digital interactive media直接电脑Direct PC直邮广告direct-mail advertising折页folders主页home pages专属名录houselists内部刊物house organs互动电视interactive TV互联网Internet互联网服务供应商Internet service provider插播广告interstitial关键词keyword电脑亭kiosk信件公司letter shop名录经纪人list broker邮件反应名录mail-response lists明信片postcards推播技术push technology销售信函sales letters搜索引擎search engines邮简self-mailers赞助sponsorship公告书statement stuffersWeb浏览器Web browser网页Web pageWeb电视Web TV万维网World Wide Web广告术语——户外媒介用语广告礼品advertising specialty自动取款机ATM基本巴士单位basic bus展台booths路牌bulletin structure车内尾部招贴car-end posters电影贴片广告cinema advertising名录directories8张招贴eight-sheet posters电子显示屏electronic signs陈列品exhibits陈列媒介exhibitive media全面登场full showing全球定位系统GPS车内广告牌inside cards100露出数100showing户外媒介out-of-home media车体招贴outside posters包装packaging奖品premiums产品安插product placement登场showing看板spectaculars标准户外广告standardized outdoor advertising 成品招贴stock posters优惠赠券take-ones出租车外壳taxicab exteriors终点站招贴terminal posters30张招贴架30-sheet poster panel整车牌位total bus商业展示会trade shows交通广告transit advertising车站棚广州广告transit shelter advertising录像手册video brochure广告术语——媒介策划用语广告印象advertising impression广告反应曲线advertising response curve 注意度attention value受众audience受众目标audience objectives间歇式排期blinking品牌开发指数brand development index集中式bursting品种开发指数category development index 发行量circulation持续性continuity持续式continuous schedule成本效益cost efficiency单位成本cost per point千人成本cost per thousand创意组合creative mix分布目标distribution objectives有效频次effective frequency有效到达率effective reach暴露值exposure value市场、资金、媒介、组合、方法5Ms起伏式flighting schedule频次frequency总印象gross impressions毛评点gross rating points市场markets组合mechanics媒介media媒介策划media planning媒介载体media vehicles讯息力度message weight方法methodology组合媒介法mixed-media approach资金money驱动值motivation value看见机会opportunity to see脉冲式pulsing schedule视听率rating到达率reach每册读者数readers per copy近期策划recency planning路障式roadblocking外溢媒介spillover media增效效应synergy电视户television households广告术语——媒介运用用语发行量审核局ABC出血bleed批量折扣bulk discounts行业杂志business magazines发行量审核circulation audit分类广告classified ads纽约分类广告网络CANNY分类图片广告classified display ads截稿日期closing date彩色样品纸条color strip混合收费制combination rates消费者杂志consumer magazines合同收费制contract rate赠阅发行controlled circulation联合形式cooperative/co-op programs千人成本CPM封面日期cover date封面位置cover position购物杂志custom magazine日报daily newspapers人口版demographic editions图片广告display advertising实际收费earned rates农业刊物farm publications统一收费制度flat rate香味纸条fragrance strips频率折扣frequency discounts黄金版位full position门式折页gatefold地理版geographic editions基本发行量guaranteed circulation横向刊物horizontal publication独立购物指南independent shopping guide插页insert加插刊登通知insertion order岛形半版island halves小单元junior unit地方城市杂志local city magazine杂志出版人协会MPA媒介采购员media buyer媒介标尺调查有限公司MRI全国性杂志national magazines全国性价格national rate美国报业协会NAA报纸版面库NSB上市日期on-sale date公开收费制度open rate订阅发行paid circulation自动弹启式广告pop-up ad.自选版位费preferred-position rates预印广告插页preprinted inserts初级发行量primary circulation清样proof copy公告public notice费率基准rate base价目表rate card阅读告示reading notice地区性刊物regional publications任意版位费制ROP advertising rates二级读者量secondary/pass-along readership 欠资收费制short rate赛蒙斯市场调查局SMRB多胞胎版split runs标准广告单位SAU标准收费与数据服务公司SRDS标准型报纸standard-size newspaper周日增刊Sunday supplement小报型报纸tabloid newspaper撕样tear sheets三维广告3-D ads纵向刊物vertical publication数量折扣volume discounts周报weekly newspapers广告术语——销售用语广告津贴advertising allowance回购津贴buyback allowance目录catalog减价促销cents-off promotion套装赠送combination offer公司大会与经销商聚会company conventions & dealer meetings 消费者销售推广consumer sales promotion竞赛contest联合广告cooperative/co-op advertising优惠券coupons顾客终身价值customer lifetime value数据进入data access数据管理data management数据库database数据库营销database marketing直接营销direct marketing直接反应广告direct-response advertising直接销售战略direct-sales strategy直接销售direct selling陈列津贴display allowance易地销售diverting电子优惠券electronic coupons提前购买forward buying广告插页free-standing inserts游戏game店内样品试用in-store sampling联络媒介linkage media人员销售personal selling售点材料point-of-purchase materials什锦袋装样品polybagging奖品premiums拉式战略pull strategy推销奖金push money/spiffs推式战略push strategy部分退款rebates近期、频次、货币方程RFM formula销售推广sales promotion样品试用sampling货位津贴slotting allowance抽奖sweepstake电话营销telemarketing贸易广告trade advertising贸易集中trade concentration贸易折扣trade deals贸易推广trade promotion广告术语——行政用语明确表示affirmative disclosure美国广告联盟AAF美国广告公司协会AAAA全国性广告主协会ANA商业促进局BBB停止/中止令cease-and-desist order比较广告comparative advertising服罪判决书consent decree消费者保护团体consumer advocate消费者信息网络consumer information networks消费者保护主义consumerism版权copyright更正广告corrective advertising欺骗性广告deceptive advertising推荐endorsements道德广告ethical advertising联邦通讯委员会FCC联邦贸易委员会FTC食品与药品管理局FDA知识产权intellectual property长期宏观论long-term macro arguments全国广告处NAD国家广告审查局NARB国家广告审查委员会NARC非产品事实nonproduct facts营养标识与教育法Nutritional Labeling and Education Act 专利patent隐私权privacy rights夸大puffery短期操纵论short-term manipulative arguments社会责任social responsibility潜意识广告subliminal advertising证据substantiation证实testimonials商标trademark不正当广告unfair advertising美国专利与商标署U.S.Patent and Trademark Office。
市场营销
Passage 3
翻译难解析
双赢或多赢 Win-win or multi-win 讲析：有些汉语表达方式在英语中未必都有相对应的翻译， 在这种情况下，可以依据英语的表达习惯和构词规则将汉 语的意思传达出来，如“multi-win”。
Passage 4
见文中
Passage 5
Passage 2
文化背景知识
1.创新营销：Creative Marketing 创新是企业成功的关键，企业经营的最佳策略就是抢在 别人之前淘汰自己的产品，这种把创新理论运用到市场营 销中的新做法，包括营销观念的创新、营销产品的创新、 营销组织的创新和营销技术的创新。要做到这一点，市场 营销人员就必须随时保持思维模式的弹性，让自己成为 “新思维的开创者”。 2.消费联盟：Consumer Union 以消费者加盟和企业结盟为基础，以回报消费者利益为 驱动机制的一种新型营销方式。
Passage 3
翻译难点解析
1.refer to:指的是；称作 例1：Does your remark refer to all of us? 你的评论是针对我们所有人的吗？ 例2：It is no wonder that our missile men refer to guided missiles as “birds”. 我们的导弹发射手称 制导导弹 为“鸟”一点也不奇怪的。 2. No one could be a marketer without having completed the requisite training and having the certificate on the wall. 要成为一个推销员必须经过培训并取得合格的证书。 讲析：英译汉时，通常使用反译法把句子按照与英语相反的语序或 表达方式译成汉语。如： Please withhold the document for the time being. 请暂时扣下这份文件。 请暂时不要发这份文件。
全球营销管理斯沃琪案例分析
斯沃琪—营销战略创新案例概述：二战之后很长一段时间，瑞士制表产业在世界范围内，一直处于霸主地位，占据世界手表市场 80%的份额。
当时手表的制作主要集中在瑞士的侏罗地区，是一些家庭小作坊在冬季闲暇时，制作并组装的。
来自世界各地的订单多的足以使生产效率低的小作坊存活，而大的公司获得巨大的利润。
这种光环使得瑞士制表产业滞后于市场上消费者的需求改变，不情愿做出相应决策上的变化。
直至20 实际 70 年代，制作工艺简便的电子石英表的流行，极大的撼动了瑞士的领先地位，尽管这种手表最初是由瑞士人发明。
但他们未能预见这种新技术的前景。
亚洲的生产者，香港、新加坡、台湾、韩国成为了瑞士的强劲对手，因为它们生产的电子手表更便宜且更精确。
此时，瑞士手表行业靠着奢侈手表的出口维持，它们失去了低端市场的份额。
到1979 年瑞士的出口份额下降到了30%。
进入到 80 年代之后，瑞士制表行业开始做出改变以适应电子时代。
这就意味着将生产力、自动化、集中度等合理化。
这是一个痛苦的过程，在1980—1983 年，生产量下降了50%，随之带来的一个后果是，可提供的工作岗位变少。
ASUAG （瑞士钟表工业公司，旗下拥有浪琴。
）和 SSIH（瑞士钟表总公司，旗下拥有欧米茄、天梭）的合并改变了它们的被动地位。
合并由 Dr.Thomke 促成，他做出的两个决策彻底将瑞士制表行业拖出泥潭。
第一，将手表售往全球，不再限制区域。
第二，重夺低端市场。
而斯沃琪，就是这次变革的产物。
1985 年在美国，斯沃琪的销售额由1983 年的 300 万美元增至 1.5 亿美元。
从而带动了整个行业的复苏。
斯沃琪之所以如此成功，取决于三个要素：设计、分销、产量。
斯沃琪对手表的制作进行了改进，首先制作了橡胶手表，将部件由 91 个减至 51 个。
这为它的生产方式奠定了基础。
斯沃琪提出，手表不再是昂贵的奢侈品，而是戴在手腕上的时装。
带着这种理念，在生产上，最大的特征就是：以时尚为导向的多变的产品线，来适应不同季节的潮流。
创意营销方案模板英语文案
创意营销方案模板英语文案Creative Marketing Plan TemplateIntroduction:In today's competitive business environment, it is crucial for businesses to come up with innovative and creative marketing strategies to stand out from the crowd. A well-structured and effective marketing plan can help businesses connect with their target audience and drive sales. In this creative marketing plan template, we will outline the key components that businesses should consider when developing a unique and impactful marketing strategy.1. Executive Summary:The executive summary provides an overview of the marketing plan, highlighting the key objectives and strategies. It should include a brief description of the business, target audience, and the unique selling proposition (USP).2. Analysis:In this section, businesses should conduct a comprehensive analysis of the market, customers, competitors, and internal factors. It is essential to assess the current market trends, identify customer needs and preferences, and analyze the strengths and weaknessesof competitors. Additionally, internal analysis should evaluate the company's capabilities, resources, and constraints.3. Objectives:Based on the analysis, businesses should define their marketing objectives. These objectives should be specific, measurable,achievable, and time-bound (SMART). For example, increasing brand awareness by 20% within six months or generating 500 leads per month.4. Target Audience:Identifying the target audience is essential for developing a tailored marketing strategy. Businesses should create buyer personas, which represent the ideal customers, considering demographics, psychographics, and behavior patterns. This information helps in crafting relevant and personalized marketing messages.5. Unique Selling Proposition (USP):The USP is what sets a business apart from its competitors. It highlights the unique features, benefits, or values that customers can expect from the brand. Businesses should clearly define their USP and integrate it into their marketing messages to create a strong and memorable brand identity.6. Branding:A strong brand image helps in establishing credibility and recognition. This section should focus on creating a consistent brand identity by developing a logo, tagline, color palette, and brand guidelines. Additionally, businesses should consider the emotional connection they want to build with their audience through their branding.7. Marketing Strategies:This section outlines the specific marketing strategies that the business will implement to achieve its objectives. Businesses should consider both online and offline channels, such as socialmedia marketing, content marketing, influencer partnerships, email marketing, events, and traditional advertising. Each strategy should be accompanied by a timeline, budget, and desired outcomes.8. Implementation Plan:The implementation plan breaks down the marketing strategies into actionable steps. It includes a detailed timeline, responsibilities, and resources required for each task. This section ensures that the marketing plan is executed efficiently and effectively.9. Budget:Developing a realistic budget is crucial to allocate resources effectively. Businesses should consider the cost associated with each marketing strategy, including advertising expenses, content production, marketing tools, and personnel. The budget should align with the expected outcomes and the overall financial goals of the business.10. Monitoring and Evaluation:To measure the success of the marketing plan, businesses should establish key performance indicators (KPIs) and develop a monitoring and evaluation framework. Regularly tracking the performance helps identify areas of improvement and make necessary adjustments to the marketing strategy.Conclusion:A creative marketing plan is the foundation for the success of any business. By following this template and customizing it according to their industry and target audience, businesses can develop an innovative and effective marketing strategy. Remember, creativityand uniqueness are the keys to standing out in a crowded market and capturing the attention of customers.。
广告的英语单词
广告的英语单词广告（Advertisement）是指以一定形式和媒介，向特定受众或大众推销产品或服务的行为。
随着现代市场经济的发展，广告已经成为企业宣传营销的重要手段。
在英语中，有很多围绕广告的单词，下面将分步骤阐述这些单词。
一、广告的定义广告不仅仅指打印在报刊杂志上的文本、贴在户外的广告牌、电视上的广告视频等，同时还包括网站、社交媒体等数字化广告形式。
广告的目的是引起消费者兴趣并推销商品或服务。
二、广告的类型1.电视广告（Television Advertisement）：电视广告是通过电视媒体进行宣传推销的一种广告形式。
这种广告形式可以吸引大量观众，使得广告效果更好。
2.户外广告（Outdoor Advertisement）：户外广告包括各种场所的广告牌、招牌、橱窗、灯箱等，其现场直接触达效果十分显著。
3.广告橱窗（Advertising Windows）：广告橱窗通常出现在营业场所的外立面或者展示中心的橱窗中，通过展示商品图片、价格等来吸引消费者，并且增加品牌知名度。
4.报刊广告（Newspaper Advertisement）：报刊广告通常是出现在报纸和杂志上的广告形式，其根据受众特点对广告进行定向推送。
三、广告的制作流程广告的制作流程通常由以下阶段组成：1.策划阶段（Planning Stage）：策划阶段是广告制作的第一步，需要仔细思考广告的目的、受众、营销策略等。
2.创意阶段（Creative Stage）：创意阶段包括寻找创意素材、制作概念稿等。
3.制作阶段（Production Stage）：制作阶段包括拍摄、录像、录音、编辑等。
4.发布阶段（Release Stage）：发布阶段是广告出现在各种媒体渠道上的阶段，包括电视广告、报纸广告等等。
四、广告单词1.品牌（Brand）：品牌是指用于标识特定产品或服务的商业名称或商标。
2.推销（Promotion）：推销是指各种促销活动，包括打折、赠品等，以吸引消费者购买产品。
营销英语知识点总结
营销英语知识点总结营销是企业运作的重要组成部分，是为了促进产品或服务销售而进行的活动。
在今天的全球化市场中，营销不再局限于本地市场，而是需要使用英语进行国际化营销。
因此，掌握营销英语知识是非常重要的。
本文将总结营销英语的基本知识点，包括市场营销策略、广告、推广、销售、客户服务等方面的内容。
一、市场营销策略1.1 目标市场(Target Market)目标市场是企业选择的最有利于开拓的市场，通过对目标市场的研究和分析，企业可以确定适合的产品定位和营销策略。
1.2 定位(Positioning)定位是企业在目标市场中找到自己在消费者心目中的位置，通过定位可以明确产品的特点和所针对的消费群体，以便更好地满足消费者的需求。
1.3 市场细分(Market Segmentation)市场细分是将整个市场分割为多个子市场，并在这些子市场中开展定制的营销策略，以更好地满足不同的消费者需求。
1.4 品牌定位(Brand Positioning)品牌定位是通过市场调研和分析，确定品牌在消费者心目中的独特位置，以便让消费者对品牌有清晰的认知和印象。
1.5 营销渠道(Channel Marketing)营销渠道是指产品销售和配送的途径，包括直销、零售店、电子商务等多种形式，企业需要选择合适的渠道来进行产品销售。
1.6 客户关系管理(Customer Relationship Management)客户关系管理是企业与客户之间建立长期稳定的合作关系，通过定制化的服务和沟通，提升客户满意度，提高客户忠诚度。
二、广告2.1 广告媒体选择(Media Selection)广告媒体选择是企业根据产品特点和目标市场，选择适合的广告媒体进行宣传，包括电视、广播、报纸、杂志、互联网等多种形式。
2.2 广告创意(Advertising Creative)广告创意是广告内容的设计和制作，包括文字、图片、音频、视频等元素的搭配和编排，以吸引消费者的注意力和刺激消费欲望。
创意策略英语作文模板
创意策略英语作文模板英文回答：Creative Strategy: A Comprehensive Guide。
Introduction。
A creative strategy serves as a roadmap for a brand's creative efforts, ensuring that all marketing initiatives align with the brand's overall goals and objectives. It provides a framework for developing compelling and effective creative concepts that resonate with target audiences and drive desired results.Key Elements of a Creative Strategy。
1. Brand Positioning: Defines the brand's unique value proposition, target audience, and competitive landscape.2. Creative Vision: Outlines the overall creativedirection and tone that will guide creative executions.3. Creative Objectives: Specifies the specific goals the creative strategy aims to achieve (e.g., increase brand awareness, drive sales).4. Audience Insights: In-depth understanding of the target audience's demographics, psychographics, and consumption habits.5. Creative Execution: The specific tactics employed to convey the creative message (e.g., advertising campaigns, social media marketing).6. Measurement and Evaluation: Metrics and methods used to track and assess the performance of creative campaigns.Steps to Develop a Creative Strategy。
英语作文-首饰、工艺品及收藏品批发行业：企业品牌建设与市场营销策略创新案例研究
英语作文-首饰、工艺品及收藏品批发行业：企业品牌建设与市场营销策略创新案例研究In the dynamic world of wholesale trade, the jewelry, crafts, and collectibles industry stands out for its unique challenges and opportunities. The essence of success in this niche market lies in the ability to build a strong brand and implement innovative marketing strategies that resonate with the target audience. This exploration delves into case studies that exemplify the triumph of branding and marketing innovation within this sector.The journey of a piece of jewelry from the craftsman's bench to the consumer's collection is fraught with competition and the need for differentiation. A brand that has mastered this art is 'Elegance Artistry', a name synonymous with luxury and quality. Their approach to branding extends beyond the logo and tagline; it's an immersive experience. From the moment a customer steps into their showroom or visits their website, they are enveloped in the world of 'Elegance Artistry'. The ambiance, the narrative of craftsmanship, and the exclusivity of the pieces contribute to a brand image that is both aspirational and attainable.'Elegance Artistry' has harnessed the power of storytelling, where each piece of jewelry is not just an accessory but a tale of heritage, design, and art. Their marketing campaigns are visual feasts that do not merely display products but tell stories that evoke emotions and create connections. This emotional engagement is further enhanced by their use of augmented reality (AR) technology, allowing customers to virtually try on pieces, thus bridging the gap between the digital and physical realms.Another notable example is 'Crafts Collective', a wholesaler specializing in handcrafted goods. They have differentiated themselves by promoting not just the products but the artisans behind them. Their marketing strategy includes documentary-style videos that showcase the artisans' skills and stories, bringing a human element to theforefront. This approach has not only built a strong brand identity but has also fostered a community of customers who feel a personal connection to the crafts and their creators.Collectibles wholesaler 'Memorabilia Vault' has taken a different route by leveraging the power of data analytics to tailor their marketing efforts. By analyzing customer purchase patterns and preferences, they have been able to create highly targeted campaigns that speak directly to the desires of collectors. Their use of social media platforms to host live auctions has created a sense of urgency and exclusivity, driving engagement and sales.These case studies highlight the importance of innovation in both branding and marketing within the jewelry, crafts, and collectibles wholesale industry. 'Elegance Artistry', 'Crafts Collective', and 'Memorabilia Vault' have each carved out a niche by understanding their customers deeply and crafting brand experiences that are not just transactions but relationships.In conclusion, the wholesale industry for jewelry, crafts, and collectibles is one where brand building and marketing innovation can significantly impact. By focusing on creating a unique brand identity and employing creative marketing strategies, businesses can stand out in a crowded market and build lasting connections with their customers. The key is to remain authentic, agile, and always in tune with the evolving desires of the market. Through these principles, the industry will continue to thrive and grow, with brands like 'Elegance Artistry', 'Crafts Collective', and 'Memorabilia Vault' leading the way in excellence.。
营销策略的英文作文
营销策略的英文作文Title: Unleashing the Power of Marketing Creativity。
1. Embrace the Wild Side: In the realm of marketing, think like a startup, not a corporation. The key to success? Unpredictability. Start your essay with a bang,highlighting the importance of embracing guerrillamarketing tactics. "Marketing isn't about following rules,it's about breaking them and capturing attention in themost unexpected way."2. Personalization is the New Black: Don't fall for the cookie-cutter approach. "Every customer is a unique story, so tailor your campaigns to their individuality. Make them feel seen, and watch the engagement soar."3. Go Digital, Go Deep: In the digital age, "content is king." Craft compelling content that resonates with your audience, whether it's through viral videos or interactive social media campaigns. "The more interactive, the morememorable your content will be."4. Leverage Influencers, but Be Authentic: "Influencer marketing isn't about buying popularity, it's about building trust. Choose those who align with your brand's values, not just those with the biggest following."5. Data Driven, Not Data Obsessed: "Don't get lost in numbers, interpret them to make informed decisions. Use data to refine your strategy, not to control it." 。
市场营销的定义和策略英语作文100字
市场营销的定义和策略英语作文100字关于市场营销的定义和策略的英语作文，每篇约100字：篇一Marketing is the process of promoting and selling products or services. Strategies include targeting specific customers, using innovative advertising, and providing excellent customer service. Successful marketing requires understanding customer needs and creating a strong brand identity. By implementing effective strategies, businesses can achieve their sales goals and grow.篇二Marketing defines the art of communicating the value of a product or service to potential customers. Key strategies involve market research, segmentation, and positioning. By understanding consumer preferences, businesses can tailor messages and offers to maximize engagement and conversions. Creative marketing strategies drive growth and competitiveness.篇三Marketing involves promoting products or services to achieve sales targets. Effective strategies include branding, pricing, promotion, and distribution. Understanding consumer behavior is crucial. Tailored marketing messages resonate with target audiences, increasing brand awareness and loyalty. A comprehensive marketing strategy ensures business success.篇四Marketing is promoting and selling goods or services to satisfy customer needs. Strategies include market analysis, product positioning, and promotional activities. Creative campaigns engage customers, building brand recognition. Successful marketing requires continuous innovation and customer focus, driving business growth.篇五Marketing defines the process of attracting and retaining customers through promotional efforts. Key strategies involve segmenting markets, positioning products, and utilizing diverse marketing channels. Understanding customer needs and preferences is essential. Tailored marketing strategies enhance brand reputation and profitability.篇六Marketing encompasses strategies to promote and sell products or services. Market research identifies target audiences, while branding creates a unique identity. Pricing, promotion, and distribution channels are crucial. Effective marketing requires innovation and customer-centric approaches, ensuring business success and growth.篇七Marketing is the process of promoting and selling to achieve business objectives. Strategies involve analyzing customer needs, positioning products, and developing promotional plans. Creative messaging and targeted campaigns engage customers. Successful marketing requires continuous innovation and a focus on customer satisfaction, driving business success.。
吸引客户的营销策略作文英语
吸引客户的营销策略作文英语In the world of marketing, the key to success is understanding the pulse of your customers. A well-crafted marketing strategy can be the difference between a thriving business and one that struggles to make an impact.The first step in any marketing plan is to identify your target audience. This involves knowing their preferences, habits, and what they value most. Once you have a clear picture of who you're trying to reach, you can tailor your message to resonate with them.Engagement is crucial. Social media platforms offer a direct line to your customers, allowing for real-time interaction and feedback. By being responsive and approachable, you build a rapport that can turn a casual browser into a loyal customer.Another effective strategy is to offer value beyond the product. This could be through exceptional customer service, educational content, or exclusive deals. When customers feel they're getting more than what they paid for, they're more likely to spread the word.Consistency is also key. A brand that is present and consistent in its messaging is more likely to be remembered. This doesn't mean being repetitive; rather, it's about maintaining a clear and coherent brand voice across allmarketing channels.Finally, innovation is the lifeblood of marketing. Staying ahead of the curve with fresh ideas and creative campaigns can set you apart from the competition. Remember, the goal is not just to attract customers but to keep them coming back for more.In conclusion, a successful marketing strategy is a blend of understanding your audience, engaging with them, providing value, maintaining consistency, and always innovating. It's about creating a connection that goes beyond a simple transaction and builds a community around your brand.。
strategy单词
strategy单词单词：strategy1.1 词性：名词1.2 释义：策略，战略，行动计划1.3 英文释义：A plan of action designed to achieve a long-term or overall aim.1.4 同义词：tactic, approach, plan---2 起源与背景2.1 词源：该词源自希腊语“strategia”，意为“将军的职务、指挥”。
2.2 趣闻：在军事领域，战略的制定对于战争的胜负起着至关重要的作用。
历史上许多著名的军事家都以其独特的战略思想而闻名。
---3 常用搭配与短语3.1 短语：marketing strategy（营销策略）例句：They are working on a new marketing strategy.翻译：他们正在制定一个新的营销策略。
3.2 短语：business strategy（商业战略）例句：Thepany needs to adjust its business strategy.翻译：公司需要调整其商业战略。
3.3 短语：military strategy（军事战略）例句：The general is famous for his excellent military strategy.翻译：这位将军因其出色的军事战略而闻名。
---4 实用片段（1）"We need toe up with a better strategy to increase our market share," the manager said in the meeting. "Our current approach isn't working."翻译：“我们需要想出一个更好的策略来增加我们的市场份额，”经理在会议上说。
“我们目前的方法不起作用。
”（2）"The team discussed different strategies for dealing with the difficult client." "Finally, they decided on a collaborative strategy."翻译：“团队讨论了处理这个难缠客户的不同策略。
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6-8
Types of Appeals
Rational vs Emotional Appeals
• Most advertising contains elements of both rational and emotional appeals
• Both styles of advertising effective in creation of brand support
Verbal and Visual Elements
• Balance between visual and verbal • Visual processing
– Easier to recall – Stored both as pictures and words – Concrete vs. abstract
Means-End Chain
Product Attributes
Consumer Benefits
Executional Framework Leverage Point
Personal Value
Means-End Chain for Milk
Attributes Low fat Calcium Ingredients Vitamins
Humor Appeal
• Excellent for getting and keeping attention • Used in 30% of TV and radio ads • Humor causes consumers to
– Watch – Laugh – Remember
Sex Appeal
➢ Pleasure ➢ Salvation ➢ Security ➢ Self-fulfillment ➢ Self-respect ➢ Sense of belonging ➢ Social acceptance ➢ Wisdom
Means-End Theory
• Means-end chain • Message (means) lead to end state (personal values) • Means-End Conceptualization of Components of Advertising
Message Strategies
Cognitive
Affective
Conative
• Generic • Preemptive • Unique Selling
Proposition • Hyperbole • Comparative
• Resonance • Emotional
• Actioninducing
Creative Strategy
Hierarchy of Effects Model
Awareness
Cognitive
Knowledge
Liking
Affective
Conative
Preference
Conviction
Purchase
Personal Values
➢ Comfortable life ➢ Equality ➢ Excitement ➢ Freedom ➢ Fun, exciting life ➢ Happiness ➢ Inner peace ➢ Mature love ➢ Personal accomplishment
Which Taglines Can You Identify?
1. Finger Lickin’ Good 2. Think Small 3. It is everywhere you want to be 4. Every little helps 5. Think different 6. Impossible is nothing 7. I’m Lovin It 8. Melts in your mouth, not in your hands 9. Be your way 10. Buy It. Sell It. Love It.
– Creative challenge is to take all inputs and transform this information into an effective advertising message
Fear Appeal
Appeal strength
Low – not noticed High – ignored Moderate – works best
Source
Celebrities CEOs Experts Typical persons
Creating an Aples of Effective Advertising
• Visual consistency • Campaign duration • Repeated taglines • Consistent positioning- avoid ambiguity • Simplicity • Identifiable selling point • Create an effective flow • Beating ad clutter
Strategy (MECCAS) • Model suggests six elements
– Product attributes – Consumer benefits – Leverage points – Taglines – Personal values – Executional framework
Benefits
Personal Values
Healthy
Self-respect
Wisdom
Healthy bones Comfortable life
Wisdom
Good taste Pleasure
Happiness
Enhanced
Excitement
sexual ability Fun
Pleasure
Creative exercise: Viagra advertising tagline
Use only past advertising taglines, originally written for other products, that capture the essence of Viagra.
• Promotional support
Executional Frameworks
• Animation • Slice-of-life • Testimonial • Authoritative • Demonstration • Fantasy • Informative
Sources and Spokespersons
• Breaks through clutter • Use has increased • Not as effective as in the
past • Advertisers shifting to
more subtle sexual cues (sensuality and sexual suggestiveness)