2024新消费时代市场传讯人才发展专题研究报告

Investment Rating - The report does not explicitly provide an investment rating for the industry Core Insights - The new consumption era emphasizes personalized and quality-oriented consumer experiences, making effective marketing communication essential for businesses to connect with consumers and enhance brand image [2][3][4] - The success of marketing communication relies heavily on having professional and efficient talents in the field, which is crucial for achieving outstanding business performance [4][5] - The report aims to provide insights into the importance, current status, and future trends of marketing communication talents, serving as a reference for industry and educational institutions [4][5] Summary by Sections Overview of Marketing Communication - Marketing communication encompasses all messages and media used by companies to communicate with the market, including advertising, public relations, and online presence [7] - The two main objectives of marketing communication are to create and sustain demand for products/services and to shorten the sales cycle [7][8] Core Functions of Marketing Communication - Brand Formation and Communication: Focuses on constructing and maintaining brand image to enhance market competitiveness [10] - Market Research and Analysis: Involves comprehensive analysis of consumer demands and competitor strategies to inform market strategies [11] - Marketing Campaign Planning and Execution: Plans and executes various marketing activities to attract target customers and boost sales [11] - Content Creation and Production: Ensures accurate and engaging communication of brand information through creative content [12] - Media Relations Management: Establishes relationships with various media to enhance brand exposure [12] - Crisis Management: Develops strategies to respond to brand crises and restore brand image [13] - Channel Management: Optimizes marketing communication channels for effective information dissemination [14] - Cross-department Collaboration: Ensures alignment of marketing strategies with overall company goals [14] - Data Analysis and Performance Evaluation: Regularly assesses marketing activities to maximize return on investment [14] - Industry Trend Tracking: Monitors industry dynamics to keep marketing strategies relevant [14] Job Competency Essentials - Marketing communication talents need in-depth knowledge of industry dynamics, strong analytical skills, and the ability to formulate effective marketing strategies [15][16] - Skills in brand maintenance, creative content planning, multi-channel communication, crisis management, and cross-cultural communication are essential [16][18] Talent Profiles - The majority of marketing communication talents are aged 31 and above, indicating a mature workforce with significant industry experience [21] - Educationally, 75% of talents hold a bachelor's degree or higher, reflecting the high demands of the field [23][24] - The professional background of talents is diverse, with many coming from hospitality management, communication, and marketing disciplines [27][28] Compensation Overview - Average monthly salaries for marketing communication talents vary by level: 6,144 CNY for supervisor-level, 10,119 CNY for manager-level, and 17,423 CNY for director-level [29][38] - The salary distribution shows a spindle-shaped structure, indicating a significant emphasis on retaining talent in this field [34][36][38] Career Development Insights - The average promotion cycle for marketing communication talents is less than two years, with a notable turnover rate across levels [40][52] - Job-hopping is common, especially among entry-level talents, reflecting a strong demand for skilled professionals in the market [42][43]