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1、Texas InstrumentsPublic Relations Proposal,Presented by Fleishman-Hillard China December 13,2004,Table of Contents,Category DynamicsMarket DynamicsTI DynamicsMarket CompetitionPR ObjectivesPR StrategiesPR Tactics,Fleishman-Hillard Unique Media Database SystemOn-line Database DemoEditorial CalendarsF
2、leishman-Hillard CredentialsCase StudiesEstimated Budget,Category Dynamics,Technology Platforms Digital,analog and Mixed-Signal Process Technologies DSP Cores and Analog Blocks ASIC Flow Standard Products DSP Analog System Products Wireless Broadband DLP Digital Consumer Electronics Emerging end-equ
3、ipments,Market Dynamics,Consumer ElectronicsCell phoneTVDVDMP3Digital cameraDigital decoder(digital satellite TV)Telecom RevolutionADSLWireless infrastructure,applications/services3GConvergence,TI Dynamics(I),The world leader in DSP and analog technologies,the semiconductor engines of the Internet a
4、geA leader in the real-time technologies that help people communicate Envision a world where every phone call,every Internet connection,every photograph you take,every song you listen to are touched by the power of TIs Digital Signal Processor(DSP)and Analog technologies,TI Dynamics(II),Help lower T
5、CO by DSP and analog technologies compared with competitors in the marketplace Showcase the capabilities for OEMs delivering final products in a shorter time to the market,Market Competition,DSP ADI,Agere,FreescaleAnalog ADI,STM,LTC,Maxim,Fairchild,National Semiconductor,Philips,On-SemiWireless Qual
6、comm,Infineon,Philips,STM,Intel,Freescale,Agere and RenesasBroadband Broadcom(cable),Globalspan-Conexant(DSL),ADI,Agere,STM,Intel and Renesas,PR Objectives,Build TI as the No.1 and the best provider of DSP and Analog technologies,wireless and broadband productsReinforce TIs corporate reputation amon
7、g the local and foreign media through corporate and product communicationsPosition TI as the best SC supplier for China OEMsPosition and reinforce TI as a technological innovator and leaderReinforce TIs commitment to China,PR Strategies,Create a messaging platform for TI to achieve the PR objectives
8、Target audiencesChinese media(IT,trade,business&mass)&foreign media Government(multi-level sectors and associations)Customers,partners&distributorsEngineers&professionalsIndustry analysts,PR Tactics,Strategic counselProvide strategic input on campaign plansStrengthen connection between communication
9、s and revenueCompetitive intelligence and positioningMonitor competitive PR activitiesProvide strategic input for depositioningMedia relationsPress releasesMedia pitch and media follow-upFeature/bylined articlesPress briefings,interviews,roundtables,press tour,etc.Proactive and reactive media inquir
10、ies,Key 2005 Events in China,Key activities Q1 2005,Focus:Branding Campaign for TIStrategyLeverage TIs super brand name and success stories in the U.S.,APAC,China and other geographical areasLeverage TIs DSP and analog technologiesLeverage the development of convergence and 3G Leverage TIs partnersh
11、ip with local consumer products vendors,such as Changhong,SKYWORTH and other telecom vendors,etcHighlight TIs DSP,analog and mix-signal process technologies and solutionsKey activitiesMedia briefings and workshops on TIs DSP,analog technologies and solutions for Chinas OEMsMedia one-on-one interview
12、 with for TIs vision and solutions for 3GMedia one-on-one interview with Business Week for TIs vision on convergence and 3GDistribute news releases,bylined/feature articles in leading IT,business,mass and trade journals nationwide and worldwide,topics include:DSP,analog,DLP,etcMonthly E-newsletters
13、highlighting DSP,analog and success stories,Key activities Q2 2005,Focus:Branding Campaign for TI in IC industryStrategyLeverage IIC China event in Beijing,Shanghai and Shenzhen in terms of TIs DSP,analog,DLP and digital consumer electronics,etcLeverage TIs success stories in DSP,analog,wireless and
14、 broadband in the U.S.,APAC,China and other geographic areasLeverage TIs R&D capabilities,talents localization and strategies in ChinaHighlight TIs dominant position in DSP marketKey activitiesMedia briefings,workshops and press conferences on IIC China in Beijing,Shanghai and Shenzhen Media one-on-
15、one interviews with AWSJ,Business Week,AP,etc in IIC ChinaMonthly E-newsletters,highlighting events,media activities,press releases,bylined/feature articles and success stories Feature articles and press release circulation,topics include:DSP,analog,power management,DLP,etc,Key activities Q3 2005,Fo
16、cus:3G Age StrategyLeverage the upcoming 3G age and showcase TIs DSP technologies in 3G cell phoneLeverage TIs partnership with global and national cell phone vendorsLeverage connectivity/automotive electronics topics for TILeverage TIs global leadership position in wireless,automotive electronics a
17、nd connectivityKey activitiesKey 3G application shows,seminars and summitMedia one-on-one interviews on with TI China president for wireless technologies,solutions/services in 3GTI Wireless Summit,working together with potential telecom giants,such as Motorola,Nokia,TCL,Bird,etc,showing TIs dominant
18、 position in programmable DSP technologies for 3G cell phone Media briefings,roundtables,one-on-one interviews with local and foreign media for TIs DSP and wireless solutionsPress releases,bylined/feature articles distribution,Key activities Q4 2005,Focus:TI China Broadband SummitStrategyLeverage TI
19、s vision on broadband technologies,applications and servicesLeverage VoIP+DSL seminar and speaking opportunities for TILeverage the development of ADSL and optical fiber technologiesKey activitiesArrange for press conferences,media briefings,roundtables,one-on-one interviews in the TI China Broadban
20、d Summit and VoIP+DSL seminarMedia briefings,workshops and roundtable with solution and technology directors of TI global,APAC and China for TIs vision in broadband industryDistribute news releases and feature articles in IT,trade,business and mass media,Editorial Calendars(EEPW,2005),Editorial Cale
21、ndars(EDA,2005),Editorial Calendars(EPC,2005),Editorial Calendars(GEC,2005),Editorial Calendars(CIC,2005),What we have in the system?,1200+Media,3000+JournalistsThousands of relevant archives and news clippings,Media contacts30+key media,40+key contacts in telecom industry100+key media,120+key conta
22、cts in fashion/business/online/public industriesNews clippings and files generated from daily activities,Updated daily,Target Media List(part of the whole list),Target Media List(part of the whole list),Target Media List(part of the whole list),Target Media List(part of the whole list),Who we are fa
23、miliar with in IC industry,TI Foreign Media List,What do we have in the system?,Graphic source:FH Online System,Manage your dataContacts info managementArchive management Activities recordingProject planningData real-time sharingConnect to the system anytime,anywhereData sharing,exchangeE-survey“Cor
24、porate reputation index survey”Use customized e-newsletter format,Analyze press activitiesAdjust efforts,Thats all for,What we can do,Data Centre-Media contacts database,Graphic source:FH Online System Oracle Database,Documents-Files database,Graphic source:FH/FH-Shell Online System,Files/archives o
25、f daily clippings/photos/pictures/videos/other attachments,Project database,E-marketing,Send Email to a user-defined group by using a user-defined email formatOnline E-survey“Corporate Reputation Index Survey”,Safe Access&Information Protection,Multi-user support Give controls by setting rules eithe
26、r“Members Management”or“Permission Management”,Graphic source:FH-Shell Online System,Online clipping,Sign in,Clipping index,Video clip download,Video clip download,One of the worlds leading public relations firms2,100 employees located in 83 offices in 22 countries US$345 million in 2003 revenuesNo
27、client more than 10 percent of businessStrongest organic growth of any major agencyIndustrys strongest client retention rate,Fleishman-Hillard Worldwide,Established in 1994FH offices in China BeijingShanghaiGuangzhou53 full-time account staffBeijing 39,Shanghai 11,Guangzhou 3Staff backgrounds includ
28、e journalism,international relations,government service&corporate communications,Fleishman-Hillard China,Strategic CounselGovernment relationsGovernment lobbyingPolicy influencingRelations build-upMarket IntelligenceMedia/Presentation TrainingCrisis managementCrisis media relationsCrisis government
29、relationsProduct CommunicationsNews bureausBylined articlesPress releasesMedia toursCase studies,Communications Expertise,Special/Customer EventsSatellite broadcastsLarge-scale press conferencesHospitality/customer relationsPress briefings&roundtablesCorporate CommunicationsEmployee communicationsRe
30、putation managementCEO toursAnalyst relationsMergers&acquisitionsCrisis/issues managementGovernment relationsConsumerProduct&service launchesBrand marketing PR activitiesInteractiveWeb designMultimedia communicationsSpeaker support,Our Clients,Our Clients,Beijing,Tokyo,Shanghai,Hong Kong,Manila,Kual
31、a Lumpur,Singapore,Sydney,Melbourne,A S I A P A C I F I C,F L E I S H M A N-H I L L A R D W H O L L Y O W N E D O F F I C E S,Seoul,Proposed Team Structure(Beijing),Richard Liu(Sr.Acct.Executive)Lisa Zhang(Assistant Acct.Executive)Joyce Li(Database administrator),Jane WangVice President,Team Leader,
32、Proposed Team Structure(Shanghai),Linda Liu(Acct.Supervisor)Yvonne Wu(Sr.Acct.Executive),Jane WangVice President,Team Leader,Proposed Team Structure(Guangzhou),Lee Howard(Acct.Supervisor)Pallas Yang(Sr.Acct.Executive),Jane WangVice President,Team Leader,More than 16 years of experience in internatio
33、nal marketing,communications and journalism in both China and the United States Has an extensive knowledge of the computer,Internet,networking,storage,and wireless industries and 10 years working experience in public and private companies in Silicon Valley Joined Fleishman-Hillard China as vice pres
34、ident in March 2004,managing IT and telecommunications client service in Mainland China The key clients that she currently leads include LonMark International,Memec,Mtone Wireless,Oracle,and Tata Consultancy Services.,Jane Wang,Vice President,FH Beijing Team,Richard Liu,Senior Account ExecutiveEver
35、worked at Burson-Marsteller,Weber Shandwick and Internet World Magazine of IDG Group as journalistSpeciality:corporate/product communicationsExpertise:corporate/product communications&media relationsClients ever served:AT&T,Motorola,Sun Microsystems,Qualcomm,Intel,Siemens,LG Group,Quantum,DEC,Compaq
36、,etc.Clients:Oracle,Memec,LonMark,Datang TelecomLisa Zhang,Assistant Account ExecutiveEngaged in public relations business for more than 3 yearsSpeciality:corporate communicationsExpertise:media relationsClients:Oracle,Continuous Computing,TCS,FH Shanghai Team,Linda Liu,Account SupervisorMore than 5
37、 years in PR industrySpecialties:extensive experience in corporate communications,FMCG,special event management and products launches.Experienced in technology industry and luxury brands,FMCG,product/company launches,media pitching and drafting strategic proposals,etcClients include:Oracle,Maxtor,QA
38、D,ABB,Ricoh,Nortel Networks,Cadence,Legerity,Borland,SolidWorks,Tag Heuer,Swatch,Swarovski,Kodak etcYvonne Wu,Senior Account Executive5 years in Public RelationsSpecialty:Strong media relationship in China,good writing skills,day to day contacts.Experienced in event management,media pitching,draftin
39、g strategic proposals.Clients include:Oracle,Maxtor,ABB,Sony,International Copper Association,Nortel Networks,Brocade,Cadence,Philips Lighting,etc.,FH Guangzhou Team,Howard Lee,Account SupervisorProvides clients operating in Guangzhou with media relations,strategic positioning,the development of int
40、ernal and external communications programsCurrently serves a portfolio of IT&corporate brands that include Oracle,Omega,Sinolink Property,Lufthansa,United Airlines,etc.Prior to joining Fleishman-Hillard,Mr.Lee was employed by Ogilvy Public Relations Worldwide,managing corporate brands that included
41、Guangzhou Mobile Communications Corporation(GMCC)and UPS（United Parcel Service).Additionally,Mr.Lee was responsible for overseeing public relations events such as the 2001 Real Estate Summit in Guangzhou and developing comprehensive influencer networks.Pallas Yang,Senior Account ExecutiveProvides pr
42、ofessional PR advice,establishes media relations,developing public communication&media strategies and execution tacticsSeeks for media exposure opportunities and handles daily media liaison as well as updating media focuses to FH clients such as Oracle,Sinolink,Bols,Singapore Tourism Board,Dbtel,Hua
43、yu,Omega,Lufthansa,etc.Prior to joining Fleishman-Hillard,Ms.Yang was employed as a senior account executive by H-Line Ogilvy Public Relations,providing services to the worlds leading corporate brands mainly in IT field,including Microsoft,Kodak,Samsung,Alcatel,Nissan,Amoi Electronics,etc.,Our Servi
44、ces for Intel WCCG&ICG:Daily PR activitiesNews release writing/translation and distributionBylined articles writing/translation and placementMedia interview/roundtableMedia training/workshopMedia monitoringProjectsIntel PCA launch(Oct.2002)Intel Wireless Symposium(Dec.2002)Intel Manitoba launch(Feb.
45、2003)Media/analysts roundtables at China 3G Mobile Summit(Sept.2003)Media group interviews at Wireless China Conference(Sept.2003)Intel handset performance media briefing(Oct.2003)Intel Comms Tech media briefing 2003(Dec.2003),Case Study(Intel),Press Clippings(Intel),Case Study-Oracle OpenWorld Shan
46、ghai,Press Clippings(Oracle),Press Clippings(Memec),专题报道科汇将加强设计创新和新业务推广力度上网时间：2004年11月01日http:/首先，科汇中国将加强设计创新的力度和广度。众所周知，在业内科汇以强大的技术支持团队而著名，“我们的FAE与销售人员的比例接近1:1，这个梦幻般的比例是其它分销商力所不及的。”辜其秋说道。他表示，科汇成立了一个垂直整合市场部，专门定义和发现一些新的应用，并对方案的BOM成本和其核心器件的代理情况进行分析。目前他们已定义了15个新的应用，计划在科汇的设计中心将这些应用变成可行方案。“新方案中如果涉及到一些非科汇
47、代理的关键器件，我们将会去争取代理权。”同时他表示，为了向用户提供更完整的方案，科汇目前正在与国内的设计服务公司洽谈合作事宜。科汇同时与两种类型的设计服务公司合作：一类是芯片级设计公司，科汇将在今后的方案中推荐采用越来越多的中国本地品牌IC，“中国本地的IC公司成长很快，他们都很优秀。”他称道。另一类合作对象是板级设计服务公司，他们提供整套方案，“我们将寻找与科汇方案形成互补的设计服务公司，增强我们的产品线。”他解释道。这些“创造需求”的新应用及设计方案主要针对中国本地的OEM公司，具体业务通过科汇宏盛、科汇裕利以及科汇盈丰三个分销部门来实施。其次，针对中国市场上的国际EMS公司，科汇集团旗下
48、的Memec United专门为他们提供支持，包括整套后勤方面的支持。“不过，随着这些大的EMS客户逐渐向部分ODM方向发展，我们另外有一个分部Vista(伟达)将加强对他们的技术支持。”辜其秋表示。伟达的商业模式有别于一般的分销模式，它是中国首家专注于通信电子元器件的技术型销售代表公司。它为客户提供定制的方案，但并不要求客户一定要从科汇集团购买相应的元器件，只是从客户采用方案中按量提取一定的佣金。这种模式特别适合于一些采用直销模式的大型OEM公司。目前伟达在上海、深圳和成都三地有办事处。第三个举措是科汇中国将加强对小批量采购者的服务。科汇计划今年内在中国推出一个新的业务模式Memec Exp
49、ress，主要针对一些非标准产品需求的电话服务，目标客户是大学、研究机构、设计服务公司以及其它小批量的采购者。通过这些举措，科汇中国的业务将会继续创新。“目前科汇中国的业务量已超过亚太区的一半以上，我们第二季度的业绩比去年同期增长显著。”辜其秋表示。然而，辜其秋上任期间也遇到了一些小小的麻烦。目前全球电子产业出现了调整信号，Broadcom、Xilinx、TI、Cypress以及Freescale等众多半导体厂商已纷纷调低市场的预期，并表示库存水平提升，部分产品开始产生积压。对此，辜其秋的态度非常乐观，他说道：“过去半导体业的景气周期是两年丰，三年荒，但现在周期越来越短，变成非常激烈的振荡，调
50、整会很快过去，相信这次调整不会变成长时间的市场低迷。”他解释说，现在全球产业链非常透明，每个公司的库存、供货情况和预测都非常透明和公开，因此，一旦发生供应链的差错能很快地调整，周期自然变得短了，不论是丰年还是荒年的时间都在缩短。他表示，科汇中国的主要业务集中在通信与消费电子，且代理产品线均是需要客户定制的IC，不代理一些容易受波动的通用器件，目前库存水平良好。作者：孙昌旭,Press Clippings(Memec),Case Study Datang Telecom,Press Clippings(Datang Telecom),Press Clippings(Datang Telecom)
