2024酒店市场传讯人才发展专题研究报告(中英版)

WinningtheTalents,WinningbyMarketing 2024新消费时代市场传讯人才发展专题研究报告ASpecialResearchReportforMarketingCommunicationTalentsintheNewConsumptionEra BRANDNGHOTEL 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。 Whenever people engage in consumption behavior,they inevitably go through such a thought process: Whatbrand is this? Is this brand good? Should I purchase thisbrand? In previous report, we have mentioned the conceptof the new consumption era.One of the characteristics ofthisera isthat consumers increasingly emphasizepersonalized and quality-oriented consumption experiencesHowto accurately grasp market dynamics,effectivelydeliver brand value, and manage public relations well in thiscontext has become an important issue that everyhospitality and catering enterprise must face. In this regardthe role of marketing communication within companies isbecoming increasingly prominent. It serves not only as abridge between enterprises and consumers but also as animportant tool for shaping brand image and enhancingmarket competitiveness.No matter how good the product orservice is, withouteffective promotion, the final businessperformance may likely fall far short of expectations. “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”。 "To do a good job, one must sharpen the tool first"'. Thedepends much on whether they have professional andefficient marketing communication talents. It's not anperformance, enterprises must have a place in the talentcompetition in marketing, branding, communication,andpublic relations, achieving a win-win (in talent andmarketing). At the same time, in the new era of consumptionmarketing communicationtalents mustkeep pace with thetimes in terms of their knowledge and skills. They need tocontinuouslyinnovate communicationmethods,utilizechannels such as new media and social platforms toenhance brand visibility and reputation, attract morepotential customers, win consumerfavor through marketingand achieve a win in marketing. In this article, VeryEast willpresent you a profile of marketing communication talentsFrom the perspective of industry talent developmentresearching, we will clarify the importance of marketingcommunication talents, their current career developmentstatus, and future trends. We aim is to provide usefulreferencesandinsightsfortheindustryandrelatededucational institutions in talent cultivation, thus helpingenterprises in"winning the talents, winning by marketing"inthe fierce competition of marketing. 第一章 市场传讯概述与核心职能概览 Chapter1 TheOverviewofMarketingCommunication and Core Functions 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。 Marketing communication (MarCom) is a fundamentaland complex part of a company's business operations. Itcan be described as all the messages and media that thecompany deploy to communicate with the market. Marketingcommunication includes advertising, direct marketing,branding,packaging & printing,online presence, publicrelations activities, sales presentations, sponsorships, tradecommunication has two objectives.One is to create andsustain demand and preference forthe product/service,and another is to shorten the sales cycle. Byunderstanding these two objectives, readers can grasp thecore functions of marketing communication work morecomprehensively 创造需求和偏好 Creating DemandandPreference 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。 Creating demand and preference is often a long-termposition products/services or company in the minds of thetarget customers. Positioning and brand communicationcommunication efforts themselves, but also in regards to thecore elements of product, pricing, and distribution).Establishingcustomerpreferencebybuildingabrandwillimpact market share, profitability and even the access totalents - and thus provides long-term value for the company. 缩短销售周期Shorteningthe SalesCycle 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。 Shortening thesales cycle means assisting the salesteam and channel partners in their efforts to identify, engageand serve a consumer.Understanding the consumer'sbuying process brings critical insight into how one canshorten the sales cycle.The figure below illust