信息科技我国进程有望加速荐股了

但记住：年龄和背叛行为每一次都会打败青春和技能。（(转自游戏邦)）10 old school marketing lessons for mobile marketersby Jeffrey MyersThere are a number of truths in marketing today that, like the author, have existed for quite some time. Most, like a fine wine, have improved with age, providing greater relevance and insight. We invite you to learn from these time-tested fundamentals and how they apply to today and tomorrow. Or, ignore them at your peril.1. The consumer is king. And e consumer the person who plunks down good money for what you’re selling must always be dead center in all of your thinking, plans and objectives. Treat them as a friend, someone to be respected. People prefer to do business with other people, brands and companies that they know and like (not the same as a Facebook “like”). Be very likeable. Show gratitude at every opportunity. Never, ever lie or deceive. Provide more and better than expected; it will always be rewarded. The opposite is also bile marketing lesson: As in any relationship, find genuine reasons why people should befriend and prefer your brand. Consistently express that in the product or service itself. In what you say, how you say it, how often you say it, and where. Communicating on a mobile device may seem “free” but it can get very expensive if you do it poorly.2. You’ll never sell a confused consumer anythingDon’t be in a hurry to explain. Neither over-explain nor obfuscate. Simpler is better. Clarity is best. Turn every possible purchase decision into a brand relationship affirmation. Be a good bile marketing lesson: Any relationship takes time to develop (See #9). And by its very nature, a relationship is a two-way street. Don’t just talk to or, worse, at a consumer. Leave plenty of opportunity to hear what’s on their mind. Everyone has an opinion to share. Be a very active and appreciative listener.3. “Brand” is the second-most misused term in marketingIs Lady Gaga a brand? In a word, no. She’s a singer, an entertainer, a person. She has style, attitude and talent. But she’s not a brand. Yes, there’s Lady Gaga perfume. But that’s a perfume, not a person. A person is not a brand. But, more and more today, a brand is a person. That’s because consumers are looking for transparency, authenticity and accessibility in what they buy. A brand used to be what the manufacturers said it large part that was due to the one-way nature of the communication channels available. Technology has turned the tables and, increasingly, brands are what the consumers say they are (see #1, above). So brand managers of today and certainly tomorrow and their bosses need to give up trying to control their brand’s bile marketing lesson: The consumer is in control now. Smart managers know this. The others will fail. Management is not control. Control is not management. People have warts. Brands have warts. Get over it, control freaks. The consumer is in the driver’s seat. Buckle up.4. Communications 101It’s not what you say. It’s what they hear. If they aren’t “hearing” you if your message is not resonating with your audience(s) — you aren’t inside the consumers’ heads, as you need to be. Use every opportunity possible to set up listening posts throughout your organization and your selling bile marketing lesson: Mobile phones audio and video/pictures are ideal “polling stations” to take in real-world real-time input from a multitude of constituencies. As a wise man once said: You have two ears and one mouth. Use them in that proportion. Be a good listener.5. Buzz has no “create buzz” is not a viable objective in any business plan. The business of a business is to make a profit. Banks accept money; they do not accept buzz. Buzz can be a way to generate awareness, interest and preference three key steps to creating a relationship with a consumer but buzz can also be irritating, especially when there is no clear benefit delivered or bile marketing lesson: Make your buzz better. Think of a cocktail party. You walk up to a group and introduce yourself. Which is better: (a) dominate the conversation by talking non-stop about yourself; or (b) spend most of your time especially at first listening to the flow of the talk and jump in when appropriate. If you answered (a) please don’t go to my party. If you answered (b) you now know what to do for your business to make it succeed in mobile marketing.6. Segmentation KillsWe are all far more alike than different. We all want many of the same things (hint: reread Maslow’s Hierarchy). We just find different paths to these common destinations. If you slice up your audience into too many pieces you will lose touch with your consumers. There are many fish in the sea. Fish where your fish bile marketing lesson: If you create too many small targets to hit you will run out of arrows (i.e., resources like “money”). It’s easier to hit a bigger target — and usually far more efficient.7. Be careful what you wish forMost research is dangerous because it is biased: The way the questions are framed. The way the answers are interpreted. Who gets asked; where; when and st research is used to affirm what someone (usually high up) in the organization already believes or to make up for their lack of vision. When doing any research keep your eyes wide open and see what’s there, not what you expect or want to bile marketing lesson: Use research carefully. It’s a support mechanism to guide decisions, not mandate them. The massive consumer input possible on mobile can more than make up for any human biases. Use it often.8. Customer Satisfaction: The death of ep the customer satisfied? Never! A “satisfied consumer” is the equivalent of getting a “C” in school. Above you are the best. Below you are the worst. Your brand needs passionate lovers, BFFs and evangelists. A satisfied consumer is “meh.” A loyal consumer loves you, which, in tough times, is bile marketing lesson: There will be tough times. You’ll mess up. You’ll get unwanted news. Competition will set their sights on you. Mobile can help you stay in touch with your loyals. If you drop a ball, fess up to it right away. Reward loyalty. Satisfaction is not a goal. It’s just a starting point.9. Brands take timeA brand is “a promise kept.” It’s a genuine relationship that requires a lot of work to build up awareness, preference, trust and confidence. Very few consumers are blindly loyal; they can be forgiving, provided good reasons, but they’ll never forget. And the consumer will be satisfied — if not by you, someone bile marketing lesson: As the great philosopher, Diana Ross, told us: You can’t hurry love.10. Speed killsA corollary to #9. Careers and fortunes can be made and lost at the push of a button. Just because you can reach millions of people in seconds does not mean you should. In fact, you almost never should. A fast tweet or FB post is like blurting out a questionable remark after you’ve downed more than a few. What’s said on Twitter stays on Twitter. Just ask the guy at Maytag or Netflix among many anyone in your company feels it’s better to “get something out there as fast as possible” you need to forfeit their keys to any SM account. Any response to good news or bad, fact or fiction needs to be carefully considered prior to hitting “go.” A key to brands and branding is consistency. It’s impossible to nurture any brand, new or decades old, at the speed of bile marketing lesson: Carpenters have a saying: Measure twice, cut once. How many times have you heard: Better safe than sorry. Or: Haste makes waste. Someone’s trying to tell you gital marketing, especially mobile, is not all that new and different. It is simply another media channel, a sophisticated step up, not unlike radio was to newspapers or TV was to radio. And, like the early days of broadcasting, digital marketing is in its infancy, a nascent technology that its practitioners are trying very hard to understand and fully leverage. Digital marketing has many powerful benefits. Use them all well. But remember: Age and treachery beat youth and skill every time.(source:venturebeat) 文章导航Previous Previous post: 手游和主机游戏研发应互相学习什么？下一条 Next post: 张柏芝、谢霆锋和王菲 信息科技：我国5G进程有望加速 荐 股 类别： 机构： 研究员：

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投资要点：

特朗普：美国将释放更多频谱以取得5G领导地位：美国5G络目前已经在部分地区商用，目前尚未推出5G智能，所以以家庭路由的形式存在，价格高昂，覆盖有限。在频谱拍卖后，获得牌照的运营商还需建设大量新型基站，才能开始提供5G服务。本次特朗普的发言再次表明了美国在5G络竞赛上大力投入的决心及实力。

日本正式向运营商分配5G频谱：日本总务省宣布准备了10个频段，并决定向申请的4家公司分配，计划将在2020年春季开始正式提供5G服务。目前全球5G竞赛方面，美国日本和韩国均处于领先地位，欧洲也在逐步拍卖频谱及建设5G络。我国5G建设也正在有条不紊地进行，目前正在测试场外环境，中国移动已经在北京接通首个5G，我国5G建设进程有望加速。

中国信通院发布的《2019年 月国内市场运行分析报告》：今年以来，我国智能出货量同比持续下降，目前5G络建设正在进行中，4G覆盖趋于饱和。市场未出现革命性变化的新，更多消费者选择了观望和等待5G时代的到来。随着5G建设进一步加速以及下半年5G牌照发放到来，5G消费电子有望在年底迎来复苏。

投资策略及建议：通信板块目前正处于快速上涨后的短期盘整状态。从中长期来看，5G仍然是今年驱动通信板块的主旋律。全球5G经竞赛已经启动，各国纷纷加速5G建设，发放频谱以及推动5G投资。中国5G建设也正在进行中。2019年中国移动将建设 万-5万个5G基站，总投入规模不会高于2018年的资本开支水平。中国电信5G建设方面投入预算为90亿元。中国联通约60亿-80亿元将投入5G组。从产业链来看，目前5G相关的天线，射频器件厂商均订单饱满，我们有望在今年下半年看到通信板块业绩回升。而随着5G的到来，国产5G将首先受益于5G换机潮，相关的消费电子厂商同样值得关注。重点推荐国内设备商集采领先的光通信龙头烽火通信（600498），硅光子芯片自主知识产权光迅科技（002281），物联模组龙头高新兴（ 00098）。

风险提示:政策实施不及预期；贸易战影响；运营商资本支出不及预期