PR Training: Brand Innovation in the Mobile Era 公关培训:移动时代如何品牌创新 方法论和最新策略工具

This training is a set of "brand innovation methodology." This training helps enterprise students to systematically recognize and learn the effective ways of brand innovation; learn how to fully integrate your brand with the business strategy and the broader environment to achieve brand and business development.

 

Objectives and Content

In the mobile era, many traditional enterprises whether B2B or B2C are facing huge challenges. Traditional distribution channels are declining, traditional media are continuing to shut down, and traditional marketing methods are losing their effects…At the same time, the content on mobile phone seem to bring more fresh marketing games and more subversive business models. The changes brought about by the mobile era are irreversible. Moreover, China’s mobile Internet has a very special ecosystem, the huge amount of users is unique in the world, and the results is the creation of Giant platforms software such as Wechat, Tik Tok, Toutiao(Headlines today), Taobao etc. There are no precedents in the world, and no other similar examples in any other country. The new information, new demands, new hot topics and new trends happening on the Chinese users’s mobile phones are unpredictable and uncontrollable. More companies find that they can only adapt to this trend. Therefore, more companies are striving to adapt to the new media environment and market trends, and are constantly reforming their own brands and trying new marketing methods.

移动时代,很多传统企业,无论B2B亦或B2C都会发现遇到了巨大的挑战。传统销售渠道式微、传统媒体不断关停、传统营销手段失效……与此同时,手机屏幕似乎带来了更多的新鲜营销玩法以及更多颠覆式的生意模式。移动时代带来的改变已经不可逆转,而且,中国的移动互联网具有极其特殊的生态,全球独一无二的巨大用户数量,以及由此产生的巨无霸的平台软件如微信、抖音、今日头条、淘宝等等,这些都是全球没有先例,没有任何国家的市场能有案例可循。每一天,在中国用户的手机端上发生的新信息、新需求、新热点和新潮流,都是无法预测和控制的。更多企业发现这一趋势只能去适应。因此更多企业在努力适应新的媒介环境和市场趋势,也在不断改革自己的品牌,不断尝试新的市场营销的手段。

For traditional manufacturing companies, especially B2B companies, they have encountered many difficulties on the road of "brand innovation" and "market innovation." For example, most traditional manufacturing enterprises are high-tech or high-entry barriers, and the leading companies in the segment market. Traditionally, they only rely on channels to achieve good performance income, the investment and will to invest to develop public relations is insufficient. However, since the overall economic growth rate in the past two years was insufficient, these companies hope to gain new growth momentum by building brands or re-innovating traditional brands. They often ask: "Should we open the WeChat public account?" "Do we need to make a new marketing campaign in the manufacturing industry?", "Should we advertising on Toutiao (Headlines Today)?", "The recent brand strategy of competing products looks good, how can and should we catch up?"

对于传统的制造业企业,尤其是B2B型的企业,他们在"品牌创新"和"市场创新"的道路上遇到了很多困难。例如:大多数传统制造业企业是细分市场的领军企业、高科技或高门槛,传统上仅仅依靠渠道就可以获得很好的业绩收入,对于品牌公关的投入和动力不足。然而这两年总体经济增速不足时,这些企业希望能够通过建设品牌或将传统品牌再创新来获得新的增长动力。他们经常问到:"是否应该开公众号?"、"制造业要不要做抖音营销?"、"要不要在今日头条上投放广告?"、"竞品最近的品牌策略看起来很好,我们该怎么追赶"?

To answer these questions, we must understand first that the brand building is a systematic work, and the brand strategy is the manifestation of the company's business strategy. Brand innovation includes business model innovation, brand connotation innovation, and brand communication efforts and media innovation. This is a set of "brand innovation methodology." This training helps enterprise students to systematically recognize and learn the effective ways of brand innovation; learn how to fully integrate your brand with the business strategy and the broader environment to achieve brand and business development.


回答这些问题,首先要明白品牌是系统性的工作,品牌策略是企业商业战略的外显。品牌的创新同时包括商业模式的创新、品牌内涵的创新、品牌传播手段和媒介的创新。这是一整套的"品牌创新方法论"。本次培训带领企业学员们系统化地认知和学习品牌,学习创新的有效之道,学习如何全面将品牌与企业战略和大环境的趋势相结合,并获得品牌及商业发展的效果。

Target Group 
参与对象

- Executives of small and medium-sized enterprises
- 中小企业的高管

-Personnel in the market department, public relations department, advertising department and other teams responsible for budgeting, planning, operation and execution of brands and markets, such as marketing managers, public relations managers, marketing specialists, etc.
- 在企业市场部、公关部、广告部等负责品牌和市场的预算制定、策划、运营、执行的团队,如市场经理、公关经理、市场专员等。

- A certain market management experience is necessary.
- 需要有一定的市场管理经验。


Outline
课程大纲


The first step in brand innovation: Where am I?
第一:品牌创新第一步:我在哪里?

1.1 你的用户发生了哪些改变?——用户群体定位
1.2 你的用户不希望你改变什么?——品牌核心价值定位
1.3 现有品牌的优势和劣势分析
1.4 现有品牌传播媒介的优势和劣势分析

The second step in brand innovation: Where do I want to go?
第二:品牌创新第二步:我想去哪里?

2.1创新目标:整体创新、渠道创新、模式创新、语言创新
2.2 对标法:说出你最想成为的那个品牌。分析你们的异同。
2.3 定位法:以核心价值辐射新领域
2.4 需求法:以客户新需求为创新灵感
2.5 媒介法:以新销售渠道为创新中心

The third step of brand innovation: What media can I use?
第三:品牌创新第三步:我能够利用哪些媒介?

3.1无效的传播策略
3.2 错误的媒介选择
3.3抖音和今日头条适合每个人吗?
3.4 传播的营销手段真得过时了吗?
3.5传播载体只有四种——选择媒介的最佳公司
3.6 如何在传统基础上选择创新媒介

The fourth step of brand innovation: What new story can I tell?
第四:品牌创新第四步:我能讲出什么新故事?

4.1 品牌创新法则:新故事才是根本
4.2 如何开发新的品牌故事
4.3 内容营销才是新时代的真功夫
4.4 内容营销的常见手法:丰俭由人,各种预算皆可以


Agenda 
日程安排

Date 日期:13th June 6月13日
Time 时间:
12:45 am - 1:00 pm   Registration 签到登记
1:00 pm - 4:00 pm  Afternoon Session 课程
Language 语言:Chinese 中文

Fees 费用:
CCI FRANCE CHINE Members 中国法国工商会会员: RMB 850 
Non Members 非会员: RMB 1 000 
* All taxes included 此价格为含税价格
Location 地点:Floor 3, Gate 4, Pacific Century Place, 2A Workers' Stadium North Road  北京市朝阳区工体北路甲2号, 盈科中心4号门3层

Speaker 
主讲人

Tuya Ulan 
乌兰图雅

In 2014, Wulan Tuya founded Linglong Gezhi International Public Relations Consulting (Beijing) Co., Ltd. Since 2018, she has served as an MBA professional tutor at Peking University National Development Institute. Wulan joined the Newell Public Relations in 2003, after that she served in the world's leading companies and agencies in public relation field such as Fleishman Hillard and the American Chamber of Commerce in China.

Over the 15 years, she contributed to public relations, marketing, brand building. She has served both Chinese and foreign clients all over the world, from Global Fortune 500 companies to domestic start-ups. She has served in leading companies in a variety of industries, including Caterpillar, Emerson, PepsiCo, Copenhagen Fur, Cochlear, NBA, Mercedes-Benz, Colgate, Mori Hamada & Matsumoto, Siebel Systems, Juniper Network, Nyenrode Business University, and University of Chicago Booth School of Business.

In China, through the establishment of public relations and brand awareness, using cutting-edge marketing and digital marketing techniques, she is committed to helping more local companies to open the market quickly through establishing brands.

Recent years, based on the local media environment and mass communication characteristics, Ulan Tuya has developed a series of public relations and marketing courses. These courses improve the PR and brand literacy and practical capabilities of enterprises which aim at building brands and expanding markets within Chinese audiences.

Ulan earned her bachelor’s degree in English from Beijing International Studies University. She graduated from the National Development Institute of Peking University with an MBA and received an MBA from the Leuven Business School in Belgium.

电影金融俱乐部会长
北大国家发展研究院MBA职业导师
北大内蒙古校友会副会长

从业16年,具有丰富的战略公关和品牌营销经验,曾供职于福莱国际咨询、中国美国商会等,曾服务卡特彼勒、艾默生、NBA等500强企业。2014年创立了玲珑格致公关及乌兰汇电影金融俱乐部。
在北京第二外国语学院获英语学士,北大国家发展研究院国际MBA。

Registration
报名

Scan or hold the QRcode to register by Wechat
长按识别或扫描二维码报名


Please register directly on WeChat or write an e-mail to :
或发送邮件到以下地址:BJ-Event@ccifc.org 
 

 

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