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品牌中国网:品牌理念融入体育精神成就体育品牌

2019-08-06 16:28   责任编辑:徐良伟 文章来源:品牌中国网 https://www.brandwang.cn

品牌中国网www.brandwang.cn:品牌理念融入体育精神成就体育品牌

作为一家数字支付公司,Visa的品牌愿景是成为全世界最好的支付与被支付方式。为拉近与消费者之间的距离,Visa中国与全球同步进行体育营销,与奥运会、世界杯等国际赛事展开创新合作,并率先尝试了与时尚领域的跨界营销。Visa不直接对消费者发卡,品牌也没有明显的体育和时尚元素,他们是如何进行营销创意制定和执行的?带着疑问,《国际公关》记者采访了Visa大中华区市场部总经理金昱冬。

As a digital payment company, Visa's brand vision is to become the best way to pay and be paid in the world. To close the gap with consumers, Visa China and the world synchronize sports marketing, innovative cooperation with the Olympic Games, the World Cup and other international competitions, and take the lead in trying to cross-border marketing with the fashion field. Visa does not directly issue cards to consumers, nor does the brand have obvious sports and fashion elements. How do they formulate and implement marketing ideas? With doubts, the reporter of International Relations interviewed Jin Yudong, General Manager of Marketing Department of Visa Greater China.

2016年,她加入了Visa,全面负责Visa在中国的品牌和市场营销战略的制定及执行。提及做出这个选择的原因,她表示,自己长期从事传统快消品行业,也希望能够尝试新的领域。自创立以来,Visa始终坚持与时俱进,不断加强技术创新。比如,研发了Apple Pay的服务技术,并使之成为一种可接受的方式。而且,通过Visa Net的全开放网络,Visa将收单行、发卡行、消费者和商户都连接在一起,在全球的受理最为广泛,拥有5390万商户,一万五千家发卡行。在《2017年BrandZ全球最具价值品牌百强榜》中,Visa排第7名。

In 2016, she joined Visa and was fully responsible for the formulation and implementation of Visa's brand and marketing strategy in China. Referring to the reasons for this choice, she said that she had been engaged in the traditional fast-food industry for a long time and hoped to try new fields. Since its inception, Visa has consistently kept pace with the times and constantly strengthened technological innovation. For example, we developed Apple Pay's service technology and made it an acceptable way. Moreover, through the full open network of Visa Net, Visa connects the receiving bank, issuing bank, consumer and merchant. It has the widest acceptance in the world, with 53.9 million merchants and 15,000 issuing banks. Visa ranks seventh in BrandZ's Top 100 Global Most Valuable Brands List 2017.

她继续说道,Visa不直接怼消费者发卡,信用卡是通过发卡行发放,而Visa的品牌却能为很多消费者熟知。因此,Visa是一个B2C的品牌、B2B的商业模式。而Visa不仅要与消费者对话,更要面对很多诉求各不相同的银行,营销工作更为复杂。可见,虽然她在消费者洞察、产品包装、形象宣传等方面都具有丰富的经验,但Visa的市场营销工作还是有一定的挑战。

She went on to say that Visa does not issue cards directly to consumers. Credit cards are issued through issuing banks, while Visa's brand is well known to many consumers. Therefore, Visa is a brand of B2C and a business model of B2B. Visa not only has to talk to consumers, but also faces many banks with different demands, which makes marketing more complicated. It can be seen that although she has rich experience in consumer insight, product packaging, image publicity and other aspects, Visa's marketing work still has some challenges.

心驰所向

What you want to do with your heart

随着中国经济的快速发展,体育逐渐成为人民生活和娱乐的重要方式。一直以来,Visa都专注体育营销,赞助了包括奥运会、世界杯、等国际性体育赛事,一系列营销活动不仅契合了客户群体的喜好,更顺应了当今时代的潮流。

With the rapid development of China's economy, sports has gradually become an important way of people's life and entertainment. Visa has been focusing on sports marketing, sponsoring international sports events, including the Olympic Games, the World Cup, and so on. A series of marketing activities not only conform to the preferences of customer groups, but also conform to the current trend of the times.

其中,Visa与奥运会的合作要追溯到1986年,已经有30多年的历史。Visa会签约各领域的奥运运动员,组成Visa之队,金昱冬笑称,“我们做过统计,如果Visa之队作为一个国家队参赛,那么基本都能稳定在奖牌榜第六、第七名的位置。”而且,因为Visa不直接对消费者发卡,在严格遵守商标使用权的前提下,可以与发卡行联合推出Visa奥运信用卡,让他们有更多品牌宣传的机会。

Visa's cooperation with the Olympic Games dates back to 1986 and has a history of more than 30 years. Visa will sign Olympic athletes from all fields to form a Visa team, Jin Yudong said with a laugh, "We have done statistics, if Visa team as a national team, then basically can be stabilized in the sixth and seventh place in the medal table." Moreover, because Visa does not issue cards directly to consumers, under the premise of strictly abiding by the right to use trademarks, Visa Olympic Credit Card can be jointly launched with the issuing bank, so that they have more opportunities for brand promotion.

2008年北京奥运会,Visa与政府部门合作,在奥运场馆及北京周边建立了以ATM为主的相关基础设施,让来自世界各地的友人体会到使用Visa支付的便捷。

In the 2008 Beijing Olympic Games, Visa cooperated with government departments to establish ATM-based infrastructure around the Olympic venues and Beijing, so that friends from all over the world can enjoy the convenience of using Visa to pay.

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