市場調査レポート

中国のソーシャルメディア・モバイル広告戦略とイノベーション:食品・飲料産業の場合

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

発行 Socintel360 商品コード 311974
出版日 ページ情報 英文 80 Pages
納期: 即日から翌営業日
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中国のソーシャルメディア・モバイル広告戦略とイノベーション:食品・飲料産業の場合 China Social Media Mobile Marketing Strategies and Innovations in Food & Beverage Industry
出版日: 2014年05月23日 ページ情報: 英文 80 Pages
概要

中国のインターネット・モバイル通信の利用者は近年急激に増加しました。通信インフラの急速な発展により、多数の中国国民がブロードバンド網や3G通信にアクセス可能となりました。技術進歩に伴って、国内系メーカーから低価格のスマートフォンが供給され、SNSやエンタテイメント、情報検索、ショッピングなどに活用されるようになりました。検閲や信頼性の欠如といった問題のゆえに、中国市民は従来型の情報源や娯楽を見捨てるようになったため、インターネット企業は様々なサービスを提供してその空隙を埋めようとしています。食品・飲料業界の場合、顧客獲得・収益拡大の手段として、モバイル・ソーシャルメディア・サービスを活用して魅力的なコンテンツを提供し、消費者とのエンゲージメント(関与性)と差別化とを図っています。さらに、デスクトップPCからモバイルデバイスへの移行により、生まれたばかりのソーシャルメディア・モバイル広告は新たな段階に突入しようとおり、それが同国のソーシャルメディア・モバイル市場の更なる成長につながっています。新規・既存を問わず、多数の企業がイノベーションを進め、自社ブランドと消費者の間のコミュニケーション形態を変革しようとしてます。今後、各企業のマーケティング担当者は、各種の情報配信プラットフォームを一体化し、各々の強みを生かしつつ一体型キャンペーンを展開し、単に情報を伝えるだけではなく、顧客と関与し、影響を与えて購入につなげる、という方法を採用していくでしょう。

当レポートでは、中国の食品・飲料業界におけるソーシャルメディア・モバイル広告の将来性や、主要企業の今後の戦略展開について分析し、ソーシャルメディア・モバイル広告への支出額の動き(過去5年間の実績値と今後5年間の予測値)や具体的な予算配分、業種別・形態別の詳細動向、新たな広告・マーケティング手法の活用見通し、将来的なビジネスモデル、今後の市場機会などを調査・考察しております。

第1章 当レポートについて

第2章 エグゼクティブ・サマリー

第3章 ソーシャルメディア活用型モバイルマーケティングの動向

  • チャネルの動向:デスクトップPC vs. モバイルデバイス
  • 食品・飲料ブランドにとっての、ソーシャルメディア・モバイルマーケティングの提供価値
  • 食品・飲料業界のマーケティング担当者にとっての、新たな技術・マーケティング投資対象

第4章 ソーシャルネットワーキングサイト(SNS)のモバイル戦略と、食品・飲料ブランドにとっての機会

  • Facebookのモバイル戦略と主な取り組み
  • Twitterのモバイル戦略と主な取り組み
  • Pinterestのモバイル戦略と主な取り組み
  • Instagramのモバイル戦略と主な取り組み
  • Vineのモバイル戦略と主な取り組み
  • Google+のモバイル戦略と主な取り組み
  • 位置情報活用型ソーシャルネットワーキングの競争環境:主要企業とその戦略

第5章 ソーシャルメディアのモバイル広告支出額の分析

  • 食品・飲料ブランドの広告支出額の分析
  • マーケティング目的での広告支出額の分析
  • フォーマット別の広告支出額の分析
  • プラットフォーム別の広告支出額の分析
  • ゲーミング経由の広告支出額の分析
  • 位置情報活用型マーケティング(LBM)を通じた広告支出額の分析

第6章 食品・飲料業界のソーシャルメディア・モバイル広告戦略

  • ギャップ分析:消費者行動と食品・飲料ブランドのソーシャルメディア戦略
  • ディスプレイ(静止画)・メッセージ広告
  • 動画広告
  • アプリケーション広告
  • ゲーミング広告
  • 市場シェア獲得のためのLBM戦略の分析

第7章 ソーシャルメディア・モバイル広告におけるイノベーション

  • ブランド構築
  • 製品発売情報
  • 売上促進
  • リードジェネレーション(見込み客獲得)/トラフィック増加
  • 製品発売情報

第8章 全体的な市場動向とその促進要因:関連図表

  • マクロ経済のファンダメンタルズと業界成長の動き
  • 消費者に関する考察
  • インターネットと新技術導入
  • デバイスとプラットフォーム
  • mコマース
  • 広告支出額の動向

図表一覧

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目次

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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