星传媒体全国购买总监许恕思主要介绍了媒介购买中的组合管理。组合管理涉及了购买的所有方面,比如千人成本、收视点成本、到达率成本。组合管理的第一个目标是保持比较低的成本,短期内获得比较高的回报率。但是从长远考虑,是要搭建与媒体的长远互惠,变成一个长远的优势。通常会先比较媒体的覆盖跟客户的市场策划结果,将覆盖与客户的分销网络有效配合。当媒体覆盖与产品销售联合起来时,通过大量的运算大量的偿试,会创造出很多不同的组合供客户做出最好的选择,使媒介组合回报率达到最大。 Xu Shusi, Director of National Acquisition of Star Media, mainly introduced portfolio management in media purchase. Portfolio management involves all aspects of the purchase, such as thousands of costs, viewing point costs, arrival rate costs. The first goal of portfolio management is to maintain relatively low costs and to achieve higher returns in the short term. However, in the long run, it is a long-term advantage to building long-term mutual benefits with the media. Usually compare the media coverage with the customer’s market planning results, will be covered with the client’s distribution network effectively cooperate. When the media coverage is combined with product sales, lots of rework through a lot of computing can create many different combinations for customers to make the best choice to maximize the return on media portfolio.