DMSM2019 - DMSM2019上海会朗商务咨询有限公司Master Land Business Consulting Company

LOGO	Speech time	Speech content	Guest speaker
	09:00AM	Global All Content Omnichannel 全内容全社交全球渠道	Open for Sponsor 赞助商开场 Lu Guo, Foremer VP of Digital Ecommerce of J&J, Founder & CEO, Ushopal 郭璐，前强生电子商务部副总，小店宝创始人&首席执行官
	10:00 AM	SCRM Omni-channel Integrated Marketing Solution 全渠道整合营销解决方案 • Data-driven +continuous Interaction, omnichannel connectivity to users, online and offline unified user experience, accurate user portraits, enhanced user loyalty, scene-based data, precision marketing • 数据驱动+持续交互、与用户的全渠道连接、在线和离线统一用户体验、准确的用户肖像、增强的用户忠诚度、基于场景的数据、精确的营销 • Customized SCRM solution omni-channel connectivity to customer touch-points, build customer loyalty program and data driven customer management • 定制的 SCRM 解决方案全渠道连接到客户接触点，建立客户忠诚度计划和数据驱动的客户管理 • Integrate enterprises’online (WeChat, ecommerce, App, etc.) and offline (stores, promotion activities) user touchpoints • 整合企业线上（微信、电子商务、应用等）和线下（商店、促销活动）用户接触点 • Implement full-trip user operations from acquisition to retention to ongoing value exploration • 实施从收购到保留到持续价值探索的全程用户运营赞助商开场	Davis Pang, COO & Co Founder, BesChannels 逄大嵬, 首席运营官与联合创始人，致趣百川
	10:50 AM	Integrate Uni Data to Promote Ecommerce Sales Growth 整合统一数据，促进电子商务销售增长 •Data cues, customized e-commerce; •数据提示、定制电子商务； •Resource integration, Uni closed loop; •资源整合，单闭环； •Integrate data, find out sources of e-commerce growth， upgrade e-commerce strategies •整合数据，找出电子商务增长的来源，升级电子商务战	Shanshan Ye, Head of Brand Marketing, RED 叶珊杉，小红书品牌营销负责人
	11:35 AM	Personalized marketing in the era of artificial intelligence 人工智能(AI)时代的个性化营销及未来几年的数字营销趋势 • Post-Traffic Marketing Era，How to do better Scene Marketing Strategy for Traditional Retail Coffee Company Drive Business Growth	Lilly Yip, Marketing Director, AP, Pepsico 叶莉，百事可乐大中华区市场总监
	14:50 PM	How to Create Seamless Customer Experience Based on Consumer's Digital Interaction Willingness 基于消费者数字化交互意愿如何打造线上下无缝式差异化的客户体验	May Che，Vice President Marketing, Volvo Group 车艳华，营销副总, 沃尔沃
	15:55 PM	Entertainment Marketing & Social Communication Best Practice 娱乐营销&社交传播之道	Qian Li，Marketing Director, YISHION Group 李千，市场营销总监，以纯
	16:40 PM	Return to Consumer Brand Growth 回归消费者的品牌增长 Faced with the magnificent Chinese market, no enterprise has absolute security. In the past 30 years in China, P&G, a global cosmetics 面对波澜壮阔的中国市场，没有哪个企业保有绝对的安全。 giant, has fallen into two growth troughs: in 1997, it was attacked by carved cards of national cosmetics enterprises, and in 2014, with the rise of middle class, the line of big brands is unsustainable. Two lows and two leaps. What makes P&G refresh itself repeatedly and achieve discontinuous growth? 在华30年，全球日化巨头宝洁曾先后两度陷入增长谷底:1997 年，遭遇国民日化企业雕牌狙击;2014年，中产崛起，大品牌路线难以为继。两度低潮，两度跨越。是什么让宝洁屡屡刷新自我，实现非连续性增长?当中国消费市场进入更加复杂、多元的分级时代，经典HBG理论还有效吗? When China's consumer market enters a more complex and multi-level era, is the classical HBG theory still effective? Faced with the rising new channels and new media, how can enterprises choose between nine and one, insight into the new 24 hours can complete learning vitality? 面对崛起的新渠道、新媒体，企业如何舍九取一，洞见24小时内可完整学习的新生力？	TBD，Microsoft
	17:25 PM	Digital Disruption Decoded 解码数字化时代的颠覆 What are the biggest digital shifts/disruptions that you should be thinking of? Why should you be optimistic about that? How can brands stay relevant and drive growth in this new age of digital marketing? 解码数字化颠覆您应该考虑哪些是当下最大的数字化移位/颠覆？你为什么要对此持乐观态度？在这个数字营销的新时代，品牌如何保持相关性并推动增长？	Liyan Ye, Regional Head of Digital, NEA Derma, Beiersdorf 叶立燕，东北亚数字营销总监，药妆部，拜尔斯道夫
	09:35 AM	B2C Ecommerce Market Overview and Experience Sharing B2C 电子商务市场概述与经验分享	Farrukh Shad, Senior Vice President of Retail Strategy and E-commerce, Schneider Farrukh Shad, 零售战略和电子商务高级副总裁, 施耐德
	10:50 AM	Brand crossover marketing volume, effect, favorable impression 1+1>3 品牌跨界营销声量、效应、好感度1+1>3 What brand problems are solved by crossing boundaries?Imaginative cases 什么样的品牌问题靠跨界解决？脑洞大开的那些案例	Eva Jin, Senior Brand Marketing Manager of Unilever 金益，资深品牌市场经理，联合利华 Michelle Jiang，Creative Marketing GM，KOURPAR （Beauty and Healthy Sleep Solutions Head of Marketing，Former Philips）蒋薇，市场创意营销总经理，凯派（大中华区健康事业部市场负责人，前飞利浦）
	11:40 AM	Digitalization of Employee Communications, Volvo Car Practice Sharing 员工沟通数字化，沃尔沃汽车实践分享	Michel ZHAO Qin, Vice President, Corporate Communications, Volvo Cars 赵琴，沃尔沃汽车公司传播副总裁
	14:25 PM	Digital transforming to improve brand channel operation efficiency 数字化转型，提升品牌渠道运营效率	Joanna YU ,E-Commerce Business Development Director, Nestlé China 虞娟，雀巢大中华区电子商务中国特色业务发展负责人
	17:10 PM	Leveraging Social in the digital age in the context of experience marketing. 在体验营销的背景下利用数字化时代的社会 I believe that social can be a better driver of commerce by connecting through physical experiences. How creativity across social media activation is influencing sales like never before as I take a broader view of the evolution of Brand engagements. 社交媒体作为当今商业发展的重要推动力，可以充分连结人们的实际体验。社交媒体的巨大创造力正前所未有的影响着产品销售，这也让我对品牌合作创新有了新的见解。	Steven Yu,General Manager, Shanghai, Freeman 于嘉俊，上海总经理，福睿曼
	16:25 PM	Maximizing ROI by Multi-Channel Marketing Mixture 多渠道营销组合最大化 ROI	Vicky Song，Ecommerce Marketing Lead ，Mondelez 宋晓雯，亿滋中国电商市场部负责人，亿滋食品企业管理（上海）有限公司
	17:00 PM	Capture ROI Success: KPI Setting for Digital Marketing 获取 ROI 成功:为数字营销设置 KPI	Eric Li, Senior Director of PA & Marketing Service, Abbott China Nutrition 李浩，PA &营销服务高级总监，雅培中国营养有限公司
	17:30 PM	From Art to Science, Building a New Marketing Ecosystem 从媒体体验到营销实效——如何打造从广告到销售的营销闭环, 从艺术到科学构建营销新生态	TBD, Tencent Ads TBD，腾讯广告
	09:35 AM	The Investors’Will behind the Digital Marketing 数字营销背后的投资者意愿 The macro economy determines the trend of the industry, thereby affecting the decision-making of those representing capital in the market: investment or contraction, research and development of new products or continued sales, using traditional marketing or digital marketing. If digital marketing is used, in what way, to what extent, the ultimate goal of achieving digital marketing and the risks that need to be avoided are deeply affected by the will of the capital. 宏观经济决定了该行业的趋势,从而影响决策的那些代表资本市场:投资或收缩,研究和开发新产品或继续销售,使用传统的营销或数字营销。如果使用数字营销,通过什么方式,到什么程度,实现数字营销的终极目标和风险需要避免深感受到资本的意志的影响。	Kris Tan, Head of Marketing& Business Development , CNH 谭征,亚太区工程机械市场与业务拓展总监, 凯斯纽荷兰（中国）管理有限公司
	10:55 AM	B2B E-Commerce Marketing Way B2B电商营销之道 l Top Strategies of B2B Enterprise E-Commerce l B2B企业电商的顶层策略 • Who should the company press the button of e-commerce? 公司中应该“谁”来按下电商这个开关？ • Whose cheese did the e-commerce start? 启动电商到底动了谁的奶酪？ • Is E-commerce of B2B enterprises for brand effect or transaction? B2B企业的电商究竟是为了品牌效应还是为了成交？ • How should flagship stores, franchised stores, franchised stores and different types of stores be laid out? 旗舰店，专卖店，专营店，不同的店铺种类究竟该如何布局？ l Business Strategy of B2B Enterprise E-Commerce l B2B企业电商的运营策略 • Products: The choice of e-commerce products? Is it necessary to supply e-commerce exclusively? What is the meaning of the explosion? 产品：电商产品的选择？电商专供有没有必要？爆款的意义？ • Drainage: On-line, off-line, in-station and off-station - how should channels be integrated? Is the flow dividend of industrial e-commerce still there? Social Opportunities and Challenges for Industrial E-Commerce? 引流：线上线下站内站外——渠道该如何整合？工业品电商的流量红利还在不在？Social对于工业品电商的机会与挑战？ • Conversion: Determine your main battlefield with your competitors - Customer Journey for Industrial Products Customers? How to avoid price war in e-commerce? How to increase conversion through technical customer service? 转换：决定你和竞争对手的主要战场——工业品客户的购买旅程（Customer Journey）？如何避免电商内的价格战？如何通过技术客服增加转换？ l KPI and Daily Management of E-commerce in B2B Enterprises l B2B企业电商的KPI与日常管理 l E-Commerce Campaign Example Sharing l 电商实例分享	Benny Xu，Marketing Director of Greater China and Southeast Asia , Tektronix 徐贇，大中华及东南亚区市场总监, 泰克科技
	11:40 AM	Yo It's my turn now, how to build B2B marketing program with B2C mindset? This is my debug report 终于轮到我：用B2C思维来做B2B的市场活动，这是我的试错报告 A debugging report on how to manage your marketing programs in B2B world base on the B2C concepts. In this report, I will demonstrate the learning process and adaption I’ve made in the B2B world, and the result of several successful marketing programs sharing. The process was not an easy one – from agency to in house, from a B2C world to B2B world, but I’m sure the experience should inspire you in some way. 这是一份试错报告—如何将中国的to C行业的思维和经验运用在to B行业里。在这份报告中，作者将展示在to b行业中的学习成本，以及思维方式的转变过程，最后也会分享一些比较成功的案例给大家做分享。这是一份血泪史的报告，如何从乙方到甲方，从to c到to b的行业过程和经验，希望能给大家带来一些思考上的启发。	Phil Ting，Senior Digital Marketing Manager，3M 丁延喆, 高级数字营销经理，3M
	14:30 PM	LinkedIn on LinkedIn - Our Content Marketing Best Practice 领英之内容营销最佳实践 It’s essential to target and interact with the B2B purchasing decision makers before you finally touch them. The Account-Based Marketing(ABM)is a strategic initiative, which is targeted and efficient. By breaking the walls between sales and marketing ,the ABM provides a specific marketing process under a unified goal, helping identify, reach and then influence the target customers, thus realizing your business objects. LinkedIn Account Targeting and LinkedIn Marketing Solutions(LMS) have been important parts and tools of ABM, which are all based on the dynamic big date pool of Linkedln. 在您最终接触 B2B 采购决策者之前，与他们进行目标定位和交互非常重要。会计营销是一项具有针对性和高效性的战略举措。通过打破销售和营销之间的壁垒，ABM 在统一的目标下提供了特定的营销流程，帮助识别、达到并影响目标客户，从而实现您的业务对象。LinkedIn 账户定位和 LinkedIn 营销解决方案(LMS)是 ABM 的重要组成部分和工具，它们都是基于 Linkedln 动态的大数据池。	Xiaodan Zhou, Head of Marketing, Marketing Solutions, Greater China，LinkedIn 周小丹，领英中国营销解决方案市场负责人
	15:40 PM	Does digitalization work in the pharmaceutical industry? 数字化在医药行业中的道与术？	Angela Xu，Chief Marketing Officer，Eli Lilly China 徐莉坚，首席营销官，礼来中国
	16:25 PM	5G Business & Omni-channel Data Driven New Brand Marketing 5G业务和全渠道数据驱动的新品牌营销 • Achieve end-to-end enabling with full-scene and full-platform capabilities • 通过全场景和全平台功能实现端到端启用 • Discover data value, acquire new customers，optimize target groups, select contents, and optimize sales process • 发现数据价值，获取新客户，优化目标群体，选择内容，优化销售流程	Fupeng Zhang, Associate Director, Wireless Network Marketing Operation Department, Huawei 张福鹏，无线网络营销运营部副总监, 华为
	17:10 PM	Content e-commerce and social E-commerce 内容电商与社交电商	TBD TBD
	9:35 AM	B2B Digital Marketing Tactics in Healthcare B2B 数字医疗营销策略	Michael Chen, Head of Digital Marketing ,GE Healthcare 陈恩玮, 数字营销负责人，通用医疗
	10:50 AM	Customer Experience Innovation - Guiding Consumers to Use Data to Create Value which Meets Their Needs 客户体验创新——引导消费者使用数据创造满足他们需求的价值	Echo Qu，Segmentating Director of EcoBuilding Building Unit,Schneider 曲婵娟，能效及楼宇事业部行业市场总监，施耐德
	11:35 AM	The Growth Path of B2B Social Media Marketing B2B 社交媒体营销的增长布局	Christian KARNER, VP Business Unit Automotive Aftermarket China,MANN+HUMMEL (China) Co., Ltd. Christian KARNER ,中国汽车售后市场副总裁，曼·胡默尔公司
	14:30 PM	Live broadcast-a new way todo webinar in B2B 工业类产品玩转“直播”	Bill Yue，Asia Semiconductor Communication Director，Texas Instruments 乐大桥，半导体事业部亚太区市场传播总监，德州仪器
	16:25 PM	Digital Driven Business Model in Chemical Industry 化工行业数字驱动的商业模式	David Chen,Head of Digitalization Evonik GCR 陈愚，数字化负责人，赢创
	17:10 PM	Unimarketing 全域营销 Marketing Operating System for Brand Owners 阿里巴巴面向品牌主的数据驱动营销操作系统	Alence LEE，Marketing Director，Alibaba 李娇娇，市场部总监，阿里巴巴

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