Changes to the content of the channel, the marketing people how to stay ahead of (a)（更改的内容频道,营销人员如何领先(a)）.doc

Changes to the content of the channel, the marketing people how to stay ahead of (a) REVIEW: Why is the highly anticipated Beijing Olympic Games, the brand did not achieve anything? Master of ‘playing the system’ weapon, how to lose effect? Faced with the impact of the network, why the huge CCTV almost no strength to fight back? Brazil Rio 2016 Olympic Games will start soon, and we are starting to tear from the Olympics start. Before the 2008 Olympic Games has a very famous ad, to the effect that ‘If Tokyo Olympic achievements of Sony, Samsung Seoul Olympics achievements, the Beijing Olympic Games who in turn achievement.’ Obviously, this is to pull the ad, and the results are excellent, many large companies to sponsor qualified Tasui threshold crush. Grab joy, waiting for a typhoon coming, you can like a pig, oh wrong, like Sony, Samsung, like the heaven; not grab you worried about, pondering countermeasures, sleepless nights. However, I’m sorry, you want more: history into the largest, most luxurious, most eye-catching of the Olympic Games, which brand is no achievement. Spend huge sponsorship fees go, more advertising costs go to vote, the result is that most people can not tell the milk is sponsored by Mengniu or Erie, or Master Kong instant noodles is unified, sneakers are Adidas or Nike or Li Ning. Of course, the IOC Olympic Games have earned not earn money. Beijing Olympics publicity and public relations to do the most successful was undoubtedly Li Ning, to get maximum attention, Li Ning lit the torch stroll aerial image smarting. Yet ironically, in 2008, due to the impact of seemingly receive electricity supplier, Li Ning brand a bad bad again, has not yet out of the quagmire. 2008 Beijing Olympic Games, is a landmark historical event. It marks the Chinese market, ‘the channel is king’ End of marketing era. Channel here refers to the goods channels and information channels: distributors, terminal sales and other aspects is an item-c