two thousand and sixteen year twelve month ten On the evening of the th, a series of lectures sponsored by the School of Economics and Management of Beijing Jiaotong University were held in Siyuan East Building three hundred and six The classroom was held as scheduled. Xu Jin, a digital marketing expert, once again came to the forefront of economics and management lectures of Beijing Jiaotong University to one hundred and twenty polynomial EMBA and MBA The students brought a wonderful lecture entitled "Marketing Transformation in the Internet+Era - Original Marketing". This lecture was held by Beijing Jiaotong University MBA/EMBA Teacher Man Ying, director of the Education Center, presided over the meeting. The students were enthusiastic and the atmosphere was extremely warm.
Digital marketing expert Xu Jin
Xu Jin ， sixteen Senior marketing and Internet media person with ten More than years of experience in international advertising companies and Internet media management , He is an expert with practical experience in the field of new media marketing. Now five Visiting professors from three schools, two Graduate tutors from three schools. one thousand nine hundred and ninety-nine Joined the largest local advertising company in China in - Guoan Advertising Group starts its advertising career; two thousand and four year -2011 Served the world's largest communication group in WPP JWT Advertising（ JWT ）, acting as the general manager; two thousand and eleven Joined Lion China in CEO ； two thousand and thirteen Moving to new Internet media in — Phoenix Network is responsible for the national advertising sales department, marketing department, marketing center, local stations and four content channels.
Beijing Jiaotong University MBA/EMBA Teacher Man Ying, Director of the Education Center, presided over the lecture
In this lecture, Xu Jin humorously described his sixteen The experience from concept to practice in the work of years, and introduced its original marketing model in China in detail.
“ internet +” What is the root of?
First, Xu Jin pointed out that the Internet + The most fundamental is the link. Behind the link is the high degree of interconnection between people, people and things, people and services, people and brands, people and media, including the transformation of the relationship between brand and brand, media and media. The most fundamental transformation of these relationships is the reconstruction of the relationship. If we say“ + "Internet" is the reconstruction of behavior mode, that is, through new technologies and media, improve channels, optimize efficiency, and enhance communication, then "Internet + ”It is to reconstruct the relationship between the whole society, enterprises and people, thus creating a new business model.
Then Xu Jin said that from one thousand nine hundred and eighty From to now, China has experienced four very important periods, from the traditional media era to the Internet, to the mobile Internet, and to today's "Internet" + ”With the change of the times, marketing thinking is also evolving. From the initial "content" + Form ", to" Content + Relationship, and then to "Content + Service "," Content + Scenarios "and" content "are always the most critical elements of marketing. If the content is converted into a brand story, it will undoubtedly enhance the credibility of the brand, and help the brand build influence and increase consumer resonance.
Lecture site
From "Original Marketing" to "Original Scene"
two thousand and thirteen In, Xu Jin put forward the concept of "original marketing", that is, building a natural integration platform of brand, people, social trends and media. Its core is to build the value of a medium and long-term brand through high-quality, differentiated and scarce content. Arrive again two thousand and sixteen It was upgraded to "original scene system" in, that is, people centered, through big data research, to create influential big content and connect business scenes and life scenes; Open up the all media platform horizontally and vertically; Through global marketing, help customers realize the real value of internal structure optimization and external marketing.
Xu Jin showed three hundred Multiple success stories, and two hundred Multiple marketing awards. Focus on sharing Philips GE China, Intercontinental Hotel, Ford Yibo, Shanghai GM Mirabo, CITIC Guoanya, Zhipu Mill, Nongfu Spring, Wuzhen Drama Festival, Carlsberg Jeep , COFCO Joyful Happy Network "Stealing vegetables, growing vegetables" and other well-known brands at home and abroad use cases to vividly present the upgrading from original marketing to original scene.
In the question session of the lecture, Xu Jin interacted with the students present, shared his views on the current marketing model, and patiently answered questions about product marketing raised by everyone.
Answer questions for students
Through this lecture, the students expressed that they had benefited a lot. The presentation of cases in the lecture made the students very helpful in solving practical problems. They warmly welcomed Xu Jin's arrival next time.
