MEIYOUZHUANYEBAKONG，JIANYIBIETOUGUANGGAO!

　　OTC营销环境、传播环境变了！这是业界普遍的感慨，一方面在终端市场，处方药大力挺进OTC战场，阿里、京东等线上药店异军突起，线下连锁跑马圈店，集中度不断提高；一方面广告内容的严格规范和监管，给传播效能画了个大大的问号。同时，移动互联新技术引发传播环境发生了深刻变化，以前传统媒体时代，传播就是一个“播”字，如电视、广播、报纸等只是单向输出，现在传播其实播、传、销是打通的，广告在播、信息在传、一点即购，传播和销售链条融合了，产品和消费者距离一下缩短了。　　
　　 无论怎样变化，产品满足消费者需求的点实质上没有发生本质变化。这个“不变”如何抓住、抓好，就是我们产品与消费者沟通和品牌营销的根本。在媒体和市场环境的巨变中，如何抓好这个不变，其实就要靠智慧，靠市场把控的智慧、靠内容创意的智慧、靠媒介策略的智慧。　　

　　OTCDEBENZHISHIXIAOFEIZHEDIANMINGGOUMAI，SUOYIOTCPINPAIGUANGGAOTOUFANGSHICHENGJIUDAPINPAISHIFENZHONGYAODEYIHUAN。WANGWANGGUANGGAOTOURUFEIYONGDA、FENGXIANDA，ZAISHICHANGSHIJICAOZUOZHONG，WANGWANGYOUXIEQIYEJUQIBUDING，NANIEBUZHUN，YOUXIEQIYEPINGGANJUE、PAINAOMEN，KUANGHONGLANZHA、DEBUCHANGSHI。ZAIGUANGGAOTOUFANGFANGMIAN，RUGUOMEIYOUZHUANYEBAKONG，JIANYIBIETOUGUANGGAO。　　

　　ZHEIGEZHUANYEBAKONG，SHOUXIANSHIBAKONGHAOLIANGGEZHANLVEXINGDEGUANJIANDIAN：YISHICDUANXIAOFEIZHE；ERSHICHANPINDINGWEI。ZHEILIANGDIANYINGGAISUANSHISHICHANGBAKONG、NEIRONGCHUANGYI、MEITICELVEZHIHUIDEYUANTOU，MEIYOUYANJIUTOUXIAOFEIZHE，ZUOHAOCHANPINDINGWEI，HOUMIANCHANPINYINGXIAOHECHUANBODEGEGEHUANJIE，BUJINXIAONENGHUIDADAZHEKOU，ERQIETOURUHUICHANSHENGJUDALANGFEI，SHENZHIJIQIYEJINGYINGZAOCHENGFENGXIAN。TONGGUOZHUANYEDESHIJIAO，ZAIDONGCHASHEN、YANJIUTOUXIAOFEIZHEXINGWEITEZHENG、XINLITEZHENG、SHENGHUOCHANGJING、GUIJI、XIGUANDENGDEJICHUSHANG，DUICHANPINZUOYIGEMINGXIJINGZHUNDEDINGWEIYOUWEIZHONGYAO，ZHEISHIYIGECHANPINCHENGJIUYIGEDAPINPAIDEQIDIAN。LUODAOZAIZHANSHUSHANG，KAOYANDEJIUSHIPINPAIYUNYINGZHONGSHICHANGBAKONG、NEIRONGCHUANGYI、MEIJIECELVEDEZHIHUILE。　　

　　YI、SHICHANGBAKONGDEZHIHUI　　

　　PINPAICHUANBOTOURUDA，CHUANBOZALEFENGXIANDA，CHUANBOHAOLESHOUYIDA，DANZHIYAOZHANGWOLESHICHANGBAKONGDEZHIHUI，CHENGGONGDEJILVJIUHUIGENGDA。SHOUXIAN，QIEJIQUANMIANKAIHUA。YIDINGYAOXIANCONGDIANSHANGTUPO，XUANHAOSHIDIANSHICHANG，JINGXINCEHUAQIDONG，SHIDIANCHENGGONG，QUANGUOFUZHI；QICI，BUDAZHUNBEIBUCHONGFENZHIZHANG。RUDUIWUDAOWEICHENGDU、QUDAOKAIFASHENDU、ZHONGDUANPUHUOGUANGDUHEGUANGGAOTOUFANGSHIDU，DOUYAOJINGXINBAKONG，YUNCHOUWEIWO，ZAIJIEZOU、BUZHOUSHANGWENZHAWENDA，CAINENGCHANSHENGHELIHEBAOPOLI，TIGAOYINGXIAOSHENGSUAN。

　　ER、NEIRONGCHUANGYIDEZHIHUI　　

　　ZHEISHIZAIYAOPINGUANGGAOXINGUIXIABUKEHUIBIYOUXIANGDANGZHONGYAODEHUATI，GUANGGAOSUOBIAOXIANDENEIRONGJIYAODAXINMAIHUO，YOUYAOHELIHEGUI。SUOYIXIYINYANQIU、RANQINGRANXINDECHUANGYIGENGJIAMIZUZHENGUI，YAOCONGYING、YIN、TU、WENSIGEJIAODUXIAGONGFUCEHUA，TEBIEYAOZHUYIXITONGHUA、JIEDUANXING。　　

　　XITONGHUAZHIBUSHIJINJINPAIYIGECHUANGYIJINGMIAODEGUANGGAOPIANJIKE，ERSHICONGPINGMIAN、RUANWENSHENZHIZHONGDUANWULIAO，GEXINGHUAIPSHENRUWAJUE，XINGCHENGJIYUPINPAIYINSUDECHUANBODASHENGTAI。JIEDUANXINGSHIZHIKAOLVHAOMEIYIJIEDUANPINPAICHUANBOYAODACHENGDEMUBIAO，SHIDAZHIMINGDUHAISHIDARENZHIDU，GEZHONGJIEDUANXINGDAFASUOPIPEIDENEIRONGSHUCHUYESHIYOUSUOCEZHONGHEBUTONGDE，ZHEIDOUYAOTONGPANKAOLV。

　　SAN、MEIJIECELVEDEZHIHUI　　

　　YUANLAICHUANTONGMEITIXUANZEXIANGDUIJIANDAN，BIRUDIANSHI，ZHIYAOZAISHIDUANDEJINGZHUNDU，FUGAIDEZONGSHENDUSHANGXIAGONGFUJIUHUICHANSHENGHAODEXIAOGUO，YIPINGYIMEIDATIANXIACHENGGONGDEPINPAIBIBIJIESHI。XIANZAIGEZHONGGEYANGDEMEITI，YAONENGBAPINPAITEDINGXIAOFEIRENQUNDEMIANDADEDAO、XINDADEDONG，MEITIXUANZEJIUSHIYIMENDAXUEWEN，DANDOUYAOJIYUXIAOFEIZHEDEMEITIJIECHUXIGUAN。DIANSHI、GUANGBO、HUWAI、TOUTIAO、WANGHONG、ZHIBO、DIANJING、WEIXIN、WEIBOZIMEITIHEGEZHONGYIGONGNENGHUOXINGQUWEIZHUDEAPPDENG，DOUSHICHUANBOYAOKAOLVDEMEITI。DANGRAN，SUIZHERENGONGZHINENGAIJISHUDEJUEQI，YIXIAOFEIZHEBIAOQIANJINGZHUNTOUDIDENEIRONGGUANGGAOYESHIFEICHANGZHONGYAODEYIHUAN，DOUYAORENZHENFENXIYANJIU，GAILIERUZUHEDEYIDINGYAOZHONGSHI，CONGERZHIDINGJING、ZHUN、SHENGDEMEITIZUHECELVEJIHUA，WEIPINPAIYUXIAOFEIZHEGOUTONGDAHAOQIAOLIANG。　　

　　无论是上面讲的战略还是战术，这方面智业机构会发挥非常重要的作用，包括消费者研究、品牌定位专业智囊作用，市场阶段节奏把控、走心内容策划创意持续输出作用，以及传播投放决策参谋、传播内容、方式、渠道不断评估优化改进作用等等，从而不断强化产品与消费者沟通的各个结点，策划好的主题、好的内容，匹配针对C端消费群的媒体组合，让传播为销售更好的赋能，促进市场产生浩大的势能和强大的动能，提高传播效率和销售转化率，实现品牌营销“品效双收”。

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