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市場調查報告書

是中國的社群媒體·行動廣告策略與創新:食品·飲料產業的情況

China Social Media Mobile Marketing Strategies and Innovations in Food & Beverage Industry

出版商 Socintel360 商品編碼 311974
出版日期 內容資訊 英文 80 Pages
商品交期: 最快1-2個工作天內
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是中國的社群媒體·行動廣告策略與創新:食品·飲料產業的情況 China Social Media Mobile Marketing Strategies and Innovations in Food & Beverage Industry
出版日期: 2014年05月23日 內容資訊: 英文 80 Pages
簡介

>中國的網際網路·行動通訊用戶在近年來急速增加。由於通訊基礎設施的迅速發展,多數中國國民皆已可使用寬頻網和3G通訊。隨著技術進步,國內廠商提供低價格智慧型手機、而讓消費者活用於SNS和娛樂,資訊搜尋,消費等方面。由於缺乏搜尋及可信度等問題,中國市民捨棄了傳統的資訊來源和娛樂,網路便趁隙提供各種服務來彌補這個空缺。食品·飲料產業將其視為獲得客戶、擴大收益的手段,而活用行動、社群媒體服務來提供具吸引力的內容,以求與消費者的關聯性及品牌特色化。再加上由桌上型電腦轉移到行動裝置,讓誕生不久的社群媒體行動廣告更進入到一個新的階段,這更關係到該國社群媒體行動市場更進一步的成長。無論是新設或是既有,許多企業都在發展創新,以改革自家品牌與消費者之間的溝通型態。今後各企業的行銷負責人相信都將採取將各種資訊傳送平台一體化、進行可創造各方面優勢的一體型促銷、不只傳送資訊,更可讓客戶參與,並影響甚至購買的各種行銷手段。

本報告提供中國的食品·飲料產業上社群媒體·行動廣告的未來性,及主要企業的今後策略發展相關分析,提供您社群媒體·行動廣告的支出額動向(過去5年的實際成果值與今後五年的預測值)和具體的預算分配,各行業·不同形態的詳細趨勢,新的廣告·行銷手法的活用預測,未來性的經營模式,今後的市場機會等調查、考察。

第1章 關於本報告

第2章 摘要整理

第3章 社群媒體活用型行動行銷趨勢

  • 流通管道趨勢:桌上型電腦 vs. 行動裝置
  • 對食品·飲料品牌來說的社群媒體·行動行銷提供價值
  • 對食品·飲料產業的行銷負責人來說的新技術·行銷投資對象

第4章 社群網站(SNS)的行動策略和食品·飲料品牌的機會

  • Facebook行動策略主要的配合措施
  • Twitter行動策略主要的配合措施
  • Pinterest行動策略主要的配合措施
  • Instagram行動策略主要的配合措施
  • Vine行動策略主要的配合措施
  • Google+行動策略主要的配合措施
  • 地理定位活用型社群網路的競爭環境:主要企業與策略

第5章 社群媒體的行動廣告支出額分析

  • 食品·飲料品牌的廣告支出額分析
  • 行銷目的的廣告支出額分析
  • 不同格式的廣告支出額分析
  • 各平台的廣告支出額分析
  • gaming經由的廣告支出額分析
  • 通過地理定位活用型行銷(LBM)的廣告支出額分析

第6章 食品·飲料產業的社群媒體·行動廣告策略

  • 差距分析:消費行為和食品·飲料品牌的社群媒體策略
  • 顯示器(靜止畫面)·訊息廣告
  • 影音廣告
  • 應用廣告
  • gaming廣告
  • 市場佔有率獲得的LBM策略分析

第7章 社群媒體·行動廣告的革新

  • 品牌建立
  • 產品銷售資訊
  • 銷售額促進
  • lead generation(獲得目標客群)/流量增加
  • 產品銷售資訊

第8章 整體市場趨勢和推動因素:相關圖表

  • 宏觀經濟基礎與業界成長的動向
  • 消費者相關考察
  • 網際網路和新技術引進
  • 設備和平台
  • 行動電子商務
  • 廣告支出額趨勢

圖表一覽

本網頁內容可能與最新版本有所差異。詳細情況請與我們聯繫。

目錄

Over the past few years, China has seen an explosion in the number of internet and mobile users. Rapid development in communications infrastructure has provided millions of Chinese access to broadband connectivity. Advances in technology have enabled local hardware manufacturers to produce sub-$150 smartphones, which have become popular across China. These devices are used by consumers for socializing, entertainment, information search, and shopping. This has given birth to a plethora of mobile internet services in the country. With Chinese consumers turning away from traditional sources of information and entertainment en masse because of censorship and lack of credibility, Chinese internet companies have stepped in to fill the void by offering a range of social, informational and entertainment services.

Scope

This report provides detailed information, insights and opinion on social media mobile marketing strategies adopted by leading F&B brands in China. It completely focuses on social media mobile marketing strategies with an overview of mobile marketing. Below is an overview covering scope of this report:

Country Focus: China

Market Focus: Social Media Mobile Marketing

Industry Focus: Food & Beverage

Data & Analysis: This report provides an extensive analysis of the social media mobile marketing in China with a specific focus on F&B industry. Below is a summary of key points:

  • It provides insights into the future of social media mobile advertising and in-depth analysis of strategies adopted by leading brands.
  • This report details social media advertising spend for a period of 10 years from 2009-2018. It provides social media mobile advertising budget allocation and five year forecast by seven key sectors in the F&B industry - alcoholic drinks; concentrated juices & functional drinks; sparkling soft drinks; tea & coffee; confectionery; bakery, & cereals; meat, fish, & seafood; and dairy food & ice cream. In addition, it provides social media mobile advertising spend by marketing objectives (branding, increase traffic, lead generation, direct sales, and product launch); by format (display and video); by gaming & applications; and platforms (Weibo, Tencent and Renren etc.).
  • It offers detailed analysis of business environment, infrastructure, technology and consumer trends driving the growth of social media mobile advertising spend. It also highlights the key challenges faced by F&B marketers in implementing and executing social media mobile advertising strategies.
  • It provides case examples of innovative social media mobile advertising adopted by key players in F&B industry.

Synopsis

This report provides detailed analysis of social media based mobile marketing spend, opportunities, trends, drivers, risks, and innovation. Socintel360 capitalizes on its robust methodology, local market expertise, and proprietary indices to derive unique insights into social media mobile marketing dynamics.

  • Value Proposition: This report provides insights into value proposition of social media based mobile advertising initiatives for F&B companies in China. It provides an overview of social media mobile market dynamics and detailed analysis of factors, which are driving F&B marketers increase spend on this channel.
  • Advertising Spend Dynamics: This report details social media mobile advertising budget allocation and five year forecast by seven key sectors in the F&B industry - alcoholic drinks; concentrated juices & functional drinks; sparkling soft drinks; tea & coffee; confectionery; bakery, & cereals; meat, fish, & seafood; and dairy food & ice cream. In addition, it provides social media advertising spend by marketing objectives (branding, increase traffic, lead generation, direct sales, and product launch); by format (display and video); by gaming & applications; and platform (Weibo, Tencent and Renren etc.).
  • Advertising Strategies: This report covers social media mobile strategies adopted by leading players to gain market share. It also covers Location Based Marketing (LBM) strategies in detail, explaining its value proposition, advertising spending trend over the next five years, LBM innovation, and key players and their strategies.
  • Business Models and Advertising Opportunities: This report covers key social media mobile platforms, their strategies and emerging opportunities for marketers. It also covers how messenger services are fundamentally reshaping the value proposition of social media advertising.
  • Market Innovation: This report provides detailed case examples, covering market innovation by marketing objectives and shows actual implementation of innovative social media mobile advertising strategies. It covers both success stories along with failures.

Reasons to Buy

This report answers the following key questions:

  • Why social media mobile advertising is critical for food & beverage (F&B) marketers
  • How much is being spent on social media mobile advertising by F&B brands
  • How is consumers' use of social media and mobile influencing marketing budget allocation towards social media mobile
  • What are the gaps between how consumers use social media mobile and targeting approach adopted by F&B marketers
  • Which social media mobile strategies work best to create brand awareness, drive sales and launch new products
  • How is the overall proposition of social media mobile platforms shaping up and what it means for F&B marketers
  • What is the role of mobile in social media mobile and how should F&B marketers develop their marketing strategy around it to gain market share
  • How to develop and execute marketing strategy combining social media with Location Based Marketing (LBM)

1 About this Report

  • 1.1 About Socintel360
  • 1.2 Summary
  • 1.3 Methodology
  • 1.4 Definitions
  • 1.5 Disclaimer

2 Executive Summary

3 Dynamics of Social Media Mobile Marketing

  • 3.1 Channel Dynamics - Desktop vs. Mobile
  • 3.2 Social Media Mobile Marketing Value Proposition for Food & Beverage Brands
  • 3.3 Emerging Technologies and Opportunities

4 Analysis of Social Media Mobile Advertsing Spend

  • 4.1 Analysis of Advertising Spend by Food & Beverage Brands in China
  • 4.2 Advertising Spend Analysis by Marketing Objective
  • 4.3 Advertising Spend Analysis by Format
  • 4.4 Advertising Spend Analysis by Platforms
  • 4.5 Advertising Spend Analysis through Gaming
  • 4.6 Advertising Spend Analysis through Location Based Marketing

5 Mobile Advertising and Targeting Strategies

  • 5.1 Mobile Applications and In-Application Advertising
  • 5.2 Mobile Messaging
  • 5.3 Display Advertising
  • 5.4 Mobile Video Advertising
  • 5.5 Augmented Reality
  • 5.6 Location Based Marketing

6 Mobile Strategies of Social Networking Sites

  • 6.1 RenRen Mobile Strategy & Key Initiatives
  • 6.2 Sina Weibo Mobile Strategy & Key Initiatives
  • 6.3 WeChat/Weixin Mobile Strategy & Key Initiatives
  • 6.4 Dianping Mobile Strategy & Key Initiatives
  • 6.5 Jiepang Mobile Strategy & Key Initiatives
  • 6.6 Qzone Mobile Strategy & Key Initiatives

7 Innovation in Social Media Mobile Advertising: Best Practices and Case Studies

  • 7.1 Brand Building
    • 7.1.1 Case Study - Budweiser China: Responsible Drinking - 2011
    • 7.1.2 Case Study - Heineken China: The Entrance - 2011
  • 7.2 Product Launch
    • 7.2.1 Case Study - Nestle China: BenNaNa Brings Magic Fun - 2012
    • 7.2.2 Case Study - COFCO Group Lohas China: Happy Farm - 2009
    • 7.2.3 Case Study - Dr. Oetker China: Ristorante Pizza - 2013
  • 7.3 Lead Generation & Sales
    • 7.3.1 Case Study - PepsiCo China: Bring Happiness Home - 2014
    • 7.3.2 Case Study - Coca-Cola China: Summer 'Nickname' Sharing Pack - 2013
    • 7.3.3 Case Study - Coca Cola China: COOL Summer Promotion - 2002
    • 7.3.4 Case Study - Anheuser-Busch InBev Harbin Beer China: FIFA World Cup Campaign - 2010

8 Macroeconomic, Business, and Consumer Trends and Drivers

  • 8.1 Macroeconomic Fundamentals and Industry Growth Dynamics
  • 8.2 Consumer Insights
  • 8.3 Internet & Technology Adoption
  • 8.4 Devices & Platforms
  • 8.5 Mobile Commerce
  • 8.6 Advertising Spend Dynamics

9 Further Readings

List of Tables

  • Table 1: China Social Media Mobile Advertising Spend by Food and Beverage Sectors, 2013 - 2018
  • Table 2: Advertising and Targeting Strategies - Current Strategies and Outlook
  • Table 3: China Gross Domestic Production (at Current Price) Analysis (US$ Billion), 2009-2018
  • Table 4: China Population Analysis (Million), 2009-2018
  • Table 5: China Inflation Trends (%), 2009-2018
  • Table 6: China Consumer Spending / Expenditure & Growth Analysis (US$ Billion), 2009-2018
  • Table 7: China Number of Online & Mobile Buyers (Million), 2009-2018
  • Table 8: China Number of Online & Mobile Coupon Users and Shoppers Analysis (Million), 2009-2018
  • Table 9: China Number of Video Viewers - Online vs. Mobile (Million), 2009-2018
  • Table 10: China Number of Gamers - Online, Mobile, Social and Tablet (Million), 2009-2018
  • Table 11: China Mobile Internet User Analysis (Million), 2009-2018
  • Table 12: China Number of Internet and Social Media Users (Million), 2009-2018
  • Table 13: China Number of Fixed Broadband Households & Subscriptions (Million), 2009-2018
  • Table 14: China Number of Mobile and Smartphone Users(Million), 2009-2018
  • Table 15: China Number of E-reader and iPad Users Analysis (Million), 2009-2018
  • Table 16: China E-commerce & M-commerce Sales & Growth Analysis (US$ Billion), 2009-2018
  • Table 17: China Tablet & Smartphone M-commerce Sales (US$ Billion), 2009-2018
  • Table 18: China Mobile Gaming & Music Consumer Spending & Growth Analysis (US$ Million), 2009-2018
  • Table 19: China Online Spending per Internet User (US$), 2009-2018
  • Table 20: China Social Media Spending per - Internet User vs. Social Media User (US$), 2009-2018
  • Table 21: China Social Media Mobile Spending per Social Media User (US$), 2009-2018

List of Figure

  • Figure 1: Methodology Framework
  • Figure 2: Snapshot of China Social Media Mobile Marketing in Food & Beverage Industry
  • Figure 3: China Social Media and Digital Advertising Spend Analysis, 2009 - 2018
  • Figure 4: China Social Media Advertising Spend - Split by Mobile and Desktop, 2009 - 2018
  • Figure 5: China Social Media Mobile Marketing - Key Investment Avenues for Food & Beverage Brands in 2014
  • Figure 6: China Social Media Mobile Marketing Advertising Spend Growth Trend of Food and Beverage Companies, 2013 - 2018
  • Figure 7: China Social Media Advertising Spend Snapshot - Growth Dynamics of Marketing Objective (%), 2013
  • Figure 8: China Social Media Mobile Display Advertising Spend Split by Format, 2009 - 2018
  • Figure 9: China Display Advertising Spend Dynamics Across All Marketing Channels (US$ Million), 2013, 2014 & 2018
  • Figure 10: China Food & Beverage Industry Social Media Advertising Spend Outlook by Social Networking Sites, 2014
  • Figure 11: China Social Gaming Advertising Spend by Gaming Segments, 2009-2018
  • Figure 12: Key Focus Areas in LBM to Drive Consumer Engagement
  • Figure 13: Which Strategic Imperatives are Driving You to Invest in LBM
  • Figure 14: China Social Media Mobile Advertising - Targeting Consumers Through Applications
  • Figure 15: China Programmatic and RTB Display Advertising Spend & Growth Analysis (US$ Million), 2013-2018
  • Figure 16: Budweiser China: Responsible Drinking - Campaign View
  • Figure 17: Heineken China: The Entrance - Campaign View
  • Figure 18: Nestle China: BenNaNa Brings Magic Fun - Campaign View
  • Figure 19: COFCO Group Lohas China: Happy Farm - Campaign View
  • Figure 20: Dr. Oetker China: Ristorante Pizza - Campaign View
  • Figure 21: PepsiCo China: Bring Happiness Home - Campaign View
  • Figure 22: Coca-Cola China: Summer 'Nickname' Sharing Pack - Campaign View
  • Figure 23: Coca Cola China: COOL Summer Promotion - Campaign View
  • Figure 24: Anheuser-Busch InBev Harbin Beer China: FIFA World Cup Campaign - Campaign View
  • Figure 25: China Gross Domestic Production (at Current Price) Analysis (US$ Billion), 2009-2018
  • Figure 26: China Population Analysis (%), 2013
  • Figure 27: China Inflation Trends (%), 2009-2018
  • Figure 28: China Consumer Spending / Expenditure & Growth Analysis (US$ Billion), 2009-2018
  • Figure 29: China Number of Online & Mobile Buyers (Million), 2009-2018
  • Figure 30: China Number of Online & Mobile Coupon Users and Shoppers Analysis (Million), 2009-2018
  • Figure 31: China Number of Video Viewers - Online vs. Mobile (Million), 2009-2018
  • Figure 32: China Number of Gamers - Online, Mobile, Social and Tablet (Million), 2009-2018
  • Figure 33: China Mobile Internet User Analysis (Million), 2009-2018
  • Figure 34: China Number of Internet and Social Media Users (Million), 2009-2018
  • Figure 35: China Number of Fixed Broadband Households & Subscriptions (Million), 2009-2018
  • Figure 36: China Number of Mobile and Smartphone Users(Million), 2009-2018
  • Figure 37: China Number of E-reader and iPad Users Analysis (Million), 2009-2018
  • Figure 38: China E-commerce & M-commerce Sales & Growth Analysis (US$ Billion), 2009-2018
  • Figure 39: China Tablet & Smartphone M-commerce Sales (US$ Billion), 2009-2018
  • Figure 40: China Mobile Gaming & Music Consumer Spending & Growth Analysis (US$ Million), 2009-2018
  • Figure 41: China Online Spending per Internet User (US$), 2009-2018
  • Figure 42: China Social Media Spending per - Internet User vs. Social Media User (US$), 2009-2018
  • Figure 43: China Social Media Mobile Spending per Social Media User (US$), 2009-2018
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