2024酒店市场传讯人才发展专题研究报告(中英版)

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 competitiveness [2][3] - 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] Chapter Summaries Chapter 1: Overview of Marketing Communication and Core Functions - 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] Chapter 2: Core Job Content of Marketing Communication - Key functions include brand formation and communication, market research and analysis, marketing campaign planning and execution, content creation, media relations management, crisis management, and data analysis [10][11][12][14][15] - Effective marketing communication requires collaboration across departments to align strategies with overall business goals [14] Chapter 3: Talent Profiles of Marketing Communication - The age distribution of marketing communication talents shows that over 50% are aged 31 and above, indicating a mature workforce [22] - Educational background is strong, with 75% holding a bachelor's degree or higher, which supports their capabilities in the field [24][25] - The professional background of talents is diverse, with significant representation from hospitality management, communication, and marketing fields [29] Chapter 4: Analysis for the Career Development of Marketing Communication Talents - The average promotion cycle from supervisor-level to manager-level is 1.9 years, while job-hopping is common among talents seeking diverse experiences [42][44] - Manager-level talents tend to be more cautious in job changes compared to entry-level talents, reflecting the demand for experienced professionals in the market [45]