2024酒店市场传讯人才发展专题研究报告(中英版)

Ying得 人才 Ying得市场 最佳东方 veryeast.cn WinningtheTalents,WinningbyMarketing 2024新消费时代市场传讯人才发展专题研究报告 ASpecialResearchReportfor MarketingCommunicationTalentsintheNewConsumptionEra WIN RKET! BRANDNG HOTEL 前言 Preface 每当人们做出消费行为时，或多或少会经过这样一个思考：这是什么品牌，这个品牌好么，我该购买这个品牌么？在往期，我们提及过新消费时代这一概念。新消费时代的特点之一便是消费者越来越注重个性化和品质化的消费体验。如何在这一大背景下精准把握市场动态、有效传递品牌价值、做好公共关系管理，则成为每一个酒店、餐饮企业所必须面对的重要课题。对此，企业中市场传讯的作用愈发凸显。它不仅是企业与消费者之间的桥梁，更是企业塑造品牌形象、提升市场竞争力的重要工具。再好的产品、服务，若缺失了有效的宣传，那么 最终的商业成绩很可能与预期大打折扣。 Wheneverpeopleengageinconsumptionbehavior, theyinevitablygothroughsuchathoughtprocess:Whatbrandisthis?Isthisbrandgood?ShouldIpurchasethis brand?Inpreviousreport,wehavementionedtheconceptofthenewconsumptionera.Oneofthecharacteristicsofthiseraisthatconsumersincreasinglyemphasize personalizedandquality-orientedconsumptionexperiences Howtoaccuratelygraspmarketdynamics,effectively deliverbrandvalue,andmanagepublicrelationswellinthis contexthasbecomeanimportantissuethatevery hospitalityandcateringenterprisemustface.Inthisregard theroleofmarketingcommunicationwithincompaniesis becomingincreasinglyprominent.Itservesnotonlyasa bridgebetweenenterprisesandconsumersbutalsoasan importanttoolforshapingbrandimageandenhancingmarketcompetitiveness.Nomatterhowgoodtheproductorserviceis,withouteffectivepromotion,thefinalbusiness performancemaylikelyfallfarshortofexpectations. “工欲善其事，必先利其器”。企业市场传讯工作的成功与否，很大程度上取决于是否拥有专业、高效的市场传讯人才。不夸张地讲，想要实现优秀的商业成绩，企业在营销、品牌、传 讯、公关方面的人才争夺中必须占有一席之地，实现双Ying （赢与营）。同时，在新消费时代，市场传讯人才的“应知应会”亦需要与时俱进。他们需要不断创新传播手段，利用新媒体、社交平台等渠道，提升品牌知名度和美誉度，吸引更多潜在顾客，通过营销来赢得消费者青，实现双Ying（营与赢）。本期， 最佳东方将带来市场传讯人才画像。从行业人才发展研究视 角，阐明市场传讯人才的重要性、职业发展现状和未来趋势，以期为行业和相关教育机构在人才培养方面提供有益的参考和借鉴，从而助力企业在市场营销的激烈竞争中“Ying得人 才，Ying得市场”。 "Todoagoodjob,onemustsharpenthetoolfirst"'.The dependsmuchonwhethertheyhaveprofessionaland efficientmarketingcommunicationtalents.It'snotan performance,enterprisesmusthaveaplaceinthetalentcompetitioninmarketing,branding,communication,andpublicrelations,achievingawin-win(intalentand marketing).Atthesametime,intheneweraofconsumptionmarketingcommunicationtalentsmustkeeppacewiththetimesintermsoftheirknowledgeandskills.Theyneedtocontinuouslyinnovatecommunicationmethods,utilizechannelssuchasnewmediaandsocialplatformsto enhancebrandvisibilityandreputation,attractmore potentialcustomers,winconsumerfavorthroughmarketing andachieveawininmarketing.Inthisarticle,VeryEastwill presentyouaprofileofmarketingcommunicationtalents Fromtheperspectiveofindustrytalentdevelopment researching,wewillclarifytheimportanceofmarketingcommunicationtalents,theircurrentcareerdevelopment status,andfuturetrends.Weaimistoprovideuseful referencesandinsightsfortheindustryandrelated educationalinstitutionsintalentcultivation,thushelping enterprisesin"winningthetalents,winningbymarketing"in thefiercecompetitionofmarketing. 第一章 市场传讯概述与核心职能概览 Chapter1 TheOverviewof MarketingCommunicationandCoreFunctions 市场传讯（或称作营销传播）是企业经营中一项基础且复杂的环节，涵盖了企业与市场在沟通中所用的所有信息和媒体。这其中包括广告、直复营销、品牌运营、包装设计、线上露出、包装印刷、公关活动、销售演示、赞助、展会亮相等。简单来说，市场传讯有两个主要目标。一是创造并维持市场对产品/服务的需求和偏好，二则是缩短产品/服务的销售周期。通过了解这两个目标，读者能更好地理解市场传讯工作的核心职能。 Marketingcommunication(MarCom)isafundamental andcomplexpartofacompany'sbusinessoperations.It canbedescribedasallthemessagesandmediathatthe companydeploytocommunicatewiththemarket.Marketing communicationincludesadvertising,directmarketing, branding,packaging&printing,onlinepresence,public relationsactivities,salespresentations,sponsorships,trade communicationhastwoobjectives.Oneistocreateandsustaindemandandpreferencefortheproduct/service,andanotheristoshortenthesalescycle.By understandingthesetwoobjectives,readerscangraspthe corefunctionsofmarketingcommunicationworkmore comprehensively 创造需求和偏好 CreatingDemandandPreference 通常来说，创造需求与偏好是一项长期任务，其旨在利用传播工具帮助产品/服务在目标客户心中的市场定位，或帮助公司在目标客户心中树立形象。市场定位和品牌传播需要时间，也需要保持一定的连贯性（不仅在于传播工作本身，还在于产品、定价和分销等核心要素）。通过品牌建设来创建顾客偏好将影响市场份额、盈利能力，甚至是企业对人才的吸引力，从而为企业提供长期价值。 Creatingdemandandpreferenceisoftenalong-term positionproducts/servicesorcompanyinthemindsofthe targetcustomers.Positioningandbrandcommunication communicationeffortsthemselves,butalsoinregardstothe coreelementsofproduct,pricing,anddistribution). Establishingcustomerpreferencebybuildingabrandwill impactmarketshare,profitabilityandeventheaccessto talents-andthusprovideslong-termvalueforthecompany. 缩短销售周期 ShorteningtheSalesCycle 缩短销售周期，即意味着帮助销售团队和渠道伙伴更有效地识别、接触并服务消费者。深入理解消费者的购买过程，是缩短销售周期的关键所在。下图表展示了消费者在购买产品或服务时经历的整个流程。市场传讯人才需要明确他们如何能够在这个流程中发挥作用，加速其进展。 Shorteningthesalescyclemeansassistingthesales teamandchannelpartnersintheireffortstoidentify,engage andserveaconsumer.Understandingtheconsumer's buyingprocessbringscriticalinsightintohowonecan shortenthesalescycle.Thefigurebelowillustratesthe processtheconsumergoesthroughwhenbuyinga product/service.MarComtalentsmustidentifyhowtheycan helpspeeduptheprocess. 最佳东 购买过程最佳东方 eryeas Thebuyingprocess 需求识别信息搜索评估选项决定购买购后评估 DemandInformationEvaluatePurchasePost-purchase RecognitionSearchesAlternativesDecisionEvaluation 市场传讯核心职能 CoreJobContentofMarketingCommunication (c8) 山 品牌塑造与传播 B