竞立媒体：解锁中国奢侈品社交密码（41页）.pdf

1、11| 2019 解锁中国奢侈品社交密码 DECODING DESIRE IN THE CHINA LUXURY SOCIAL ECOSYSTEM 竞立媒体通过媒介代理服务帮助品 牌实现增长 ? 为此 ? 我们将自身独特 的系统思维方法应用于数据?技术 和创造力上 ?设计出能够帮助客户 打造品牌 ? 促进销售的传播策略 ? 竞立媒体是媒介投资管理机构群邑下属品牌?隶属于 全球最大的营销传播服务集团WPP?我们拥有业界最 丰富的数据库和最强大的基准数据?能够确定最佳的 增长途径?并释放每个品牌的潜力? 竞立媒体是全球领先的专业媒介代理公司之一?年度 媒介承揽额135亿美元 ?来源 ? COMve

2、rgence 2019 年3月数据? ?竞立媒体在全球100个国家拥有125个办 事处和8000名员工 ? 其客户包括阿迪达斯?阿里巴巴集 团?中国航空 ?戴尔 ? 玛氏 ? 宝洁?PSA ? 历峰和壳牌? 感谢本次报告的主要编撰人员 ? 竞立媒体 Howard Thompson 竞立中国首席战略官 金若蓝 竞立中国奢侈品牌? 海外业务及新业务管理合伙人 张亮 竞立中国社交媒体总经理 杜素盈 竞立中国媒介调研总监 方妍文 竞立中国传播策划总监 凯度 EVA, 符号学: 潘诺 中国 ? 亚洲及新兴市场领导人 ? 符号学和文化洞察 周仁山 咨询副总监 ? 符号学和文化洞察 陈菁雪 高级咨询顾问 ?

3、 符号学和文化洞察 MediaCom helps brands unlock growth through media. We do this by applying our unique Systems Thinking approach to data, technology and creativity to design communication strategies that build brands and generate sales. As part of WPP, the worlds leading marketing communications services gr

4、oup, and part of GroupM, WPPs consolidated media investment management arm, we have access to the richest data sets and most robust benchmarks in the business, enabling us to identify the best avenues for growth and unlock the potential in every brand. MediaCom is one of the worlds leading media com

5、munications specialists, with billings of US$13.5 billion (Source: COMvergence, March 2019), employing 8,000 people in 125 offices across 100 countries. Its global client roster includes adidas, Alibaba Group, Air China, Dell, Mars, P from the Oracle bone to the Gif BLINK 25 Part of this experientia

6、l consumption, this feeling of connection is connected to how digitally active and engaged these consumers are. They are engaged with influencers and content stories that narrate their luxury purchase journeys. The way luxury brands behave on digital and social platforms will heavily influence which