He has written a large number of advertising papers, and published a series of advertising papers, such as Humor in Advertising, Blank in Advertising, Misunderstanding in Advertising Creation, and Analysis of Negative Effects and Effects in Communication.
Starting from 1992, this paper explores the advertising road of overall planning and comprehensive agency. Participated in the overall advertising scheme of Gree Air Conditioning Livzon Dele, presided over the overall planning and overall agency of Chunlan Air Conditioning, Little Swan Washing Machine, Haitian Soy Sauce, Blue Moon and other advertising schemes, and made beneficial contributions to the overall advertising operation mode of China from a piecemeal mode, creating a precedent for the total amount of advertising agency contracts 1 100 million. It has aroused great social repercussions, and also aroused the understanding of the overall advertising planning in the business, advertising and public opinion circles.
Since 1998, we have fully practiced Chinese integrated communication and integrated marketing.
The cases of overall planning, creativity and implementation are: Guangzhou Honda integrated communication, Lijiang Garden integrated communication and so on. To explore and advocate the communication theory of "twin delivery" and realize the compatibility of image promotion and sales. Exploring the seamless connection and integration of advertising and marketing, he was rated as one of the top ten marketing experts in China. Guangzhou Honda's advertising campaign from 1998 created the first time that a local advertising company acted as an overall agent for international brands, and Guangzhou Honda Accord created the legend that the sales volume of mid-to high-end car brands was the first for 19 months in a row. The author combined the idea of advertising creativity with the actual case of China, and compiled a series of tutorials for China Advertising, which received good response.
Since 2000, we have been exploring and practicing the road of brand building in China. Originated the theory and mode of "brand chain", from advertising level to brand building level, from advertisers to brand agents, from China manufacturing to China creation, and made their own exploration and thinking for the creation of independent brands. Presided over the brand planning and construction of Fang Shuijing brand, Midea brand, Jinliufu brand, Vanke brand, Sanjin watermelon frost brand and Jinliufu brand. Since 2000, he has presided over the brand planning, planning and promotion of Fang Shuijing, creating a miracle of liquor brand and causing great repercussions. In 2006, he won the best brand building case in China. The brand activity of "Liufu's Going Home for the New Year", which he presided over and planned, won only two awards of "Best Marketing Activity of the Year" and "Best Advertising Language of the Year" in the 2005 China Advertising Billboard. I systematically combed and summarized the actual combat and practical theoretical research of dozens of brands, upgraded it to a set of tools and methodologies for brand building, initiated the theory and model of brand chain, and wrote the book Brand Success Chain, which was well reflected by the market and welcomed by the business community.