{"id":22570,"date":"2019-07-09T22:02:49","date_gmt":"2019-07-09T14:02:49","guid":{"rendered":"https:\/\/www.growthhk.cn\/?p=22570"},"modified":"2019-07-12T19:02:04","modified_gmt":"2019-07-12T11:02:04","slug":"%e5%a2%9e%e9%95%bf%e9%bb%91%e5%ae%a2%ef%bc%9a%e5%ae%a2%e6%88%b7%e6%b7%b1%e5%ba%a6%e8%bf%90%e8%90%a5%e7%9a%8413%e4%b8%aa%e5%85%b3%e9%94%ae%e6%95%b0%e6%8d%ae%e6%a8%a1%e5%9e%8b","status":"publish","type":"post","link":"https:\/\/www.growthhk.cn\/cgo\/user\/22570.html","title":{"rendered":"\u589e\u957f\u9ed1\u5ba2\uff1a\u5ba2\u6237\u6df1\u5ea6\u8fd0\u8425\u768413\u4e2a\u5173\u952e\u6570\u636e\u6a21\u578b"},"content":{"rendered":"\n

<\/p>\n\n\n\n

\u6709\u4eba\u95ee\u6211\u4e00\u4e2a\u5f88\u201c\u5b9e\u5728\u201d\u7684\u95ee\u9898\uff0c\u5206\u6790\u548c\u4f18\u5316\u7528\u6237\u8fd0\u8425\uff0c\u6709\u54ea\u4e9b\u6a21\u578b\u3002<\/p>\n\n\n\n

\u6211\u628a\u4e00\u4e9b\u5e38\u7528\u7684\u6a21\u578b\u4e00\u4e00\u7b80\u5355\u4ecb\u7ecd\u4e4b\u540e\uff0c\u5ffd\u7136\u53d1\u73b0\uff0c\u8fd9\u5df2\u7ecf\u53ef\u4ee5\u5199\u4e00\u672c\u4e66\u4e86\u3002\u4e0d\u8fc7\uff0c\u5199\u4e00\u672c\u4e66\u7684\u65f6\u95f4\u53ef\u80fd\u4e0d\u591f\uff0c\u4f46\u5199\u4e00\u7bc7\u6587\u7ae0\u8fd8\u662f\u5b8c\u5168\u53ef\u884c\u7684\u3002<\/p>\n\n\n\n

\u56e0\u6b64\uff0c\u6b63\u597d\u628a\u8fd9\u4e9b\u5e74\u6765\u505a\u8fc7\u7684\u548c\u6240\u60f3\u7684\u6a21\u578b\u4e0e\u65b9\u6cd5\uff0c\u8ddf\u5927\u5bb6\u7b80\u8981\u4ecb\u7ecd\u3002\u5f53\u7136\uff0c\u6587\u5b57\u8868\u8ff0\u7ec8\u7a76\u6709\u9650\uff0c\u7edd\u77e5\u6b64\u4e8b\u8981\u8eac\u884c\uff0c\u8fd8\u662f\u5efa\u8bae\u5927\u5bb6\u4ece\u771f\u6b63\u7684\u5b9e\u8df5\u4e2d\u9a8c\u8bc1\u6a21\u578b\uff0c\u751a\u81f3\u627e\u5230\u81ea\u5df1\u7684\u6a21\u578b\u3002<\/p>\n\n\n\n

\u53e6\u5916\uff0c\u5728\u4e0b\u9762\u7684\u8fd9\u4e9b\u6a21\u578b\u4e2d\uff0c\u6211\u96be\u514d\u4e0d\u5e26\u7740\u201c\u6279\u5224\u7684\u201d\u773c\u5149\u53bb\u770b\u5f85\u8fd9\u4e9b\u6a21\u578b\uff0c\u56e0\u4e3a\u6ca1\u6709\u5b8c\u7f8e\u7684\u6a21\u578b\uff0c\u4efb\u4f55\u6a21\u578b\u5747\u6709\u9002\u7528\u8303\u56f4\u548c\u7f3a\u9677\uff0c\u771f\u6b63\u53ef\u7528\u7684\u6a21\u578b\uff0c\u6c38\u8fdc\u6765\u81ea\u4e8e\u4f60\u81ea\u5df1\u7684\u4e1a\u52a1\u3002<\/p>\n\n\n\n

\u8fd913\u4e2a\u6a21\u578b\u5206\u522b\u662f\uff1a<\/strong><\/p>\n\n\n\n

\u7b2c\u4e00\u7c7b\uff1a\u8fd0\u8425\u601d\u7ef4\u6a21\u578b<\/strong><\/p>\n\n\n\n

  1. AARRR<\/li>
  2. AIPLA<\/li>
  3. MOT<\/li><\/ol>\n\n\n\n

    \u7b2c\u4e8c\u7c7b\uff1a\u5ba2\u6237\u8ba4\u77e5\u6a21\u578b<\/strong><\/p>\n\n\n\n

    1. RFM<\/li>
    2. \u81ea\u5b9a\u4e49\u805a\u7c7b<\/li>
    3. \u7528\u6237\u6d3b\u8dc3\u5ea6\u6a21\u578b<\/li>
    4. \u7528\u6237\u504f\u597d\u8bc6\u522b\u6a21\u578b<\/li><\/ol>\n\n\n\n

      \u7b2c\u4e09\u7c7b\uff1a\u8fd0\u8425\u589e\u957f\u6a21\u578b<\/strong><\/p>\n\n\n\n

      1. \u7559\u5b58\u66f2\u7ebf<\/li>
      2. Cohort\u6a21\u578b<\/li>
      3. \u589e\u957f\u66f2\u7ebf<\/li>
      4. K\u56e0\u5b50<\/li>
      5. \u6d41\u5931\u9884\u8b66\u6a21\u578b<\/li>
      6. \u8bf1\u9975\u3001\u89e6\u70b9\u4e0e\u89c4\u5219\u6a21\u578b<\/li><\/ol>\n\n\n\n

        \u7b2c\u4e00\u7c7b\uff1a\u8fd0\u8425\u601d\u7ef4\u6a21\u578b<\/strong><\/p>\n\n\n\n

        \u8fd0\u8425\u601d\u7ef4\u6a21\u578b\u662f\u90a3\u4e9b\u201c\u975e\u5e38\u6b63\u786e\u201d\u4f46\u5e76\u4e0d\u80fd\u8ba9\u4f60\u7acb\u5373\u91c7\u53d6\u884c\u52a8\u7684\u6a21\u578b\u3002\u4e0d\u5c11\u4eba\u5bf9\u8fd9\u4e9b\u6a21\u578b\u5b58\u5728\u201c\u610f\u89c1\u201d\uff0c\u6b63\u662f\u56e0\u4e3a\u4ed6\u4eec\u5f88\u6b63\u786e\u5374\u53c8\u201c\u65e0\u6cd5\u843d\u5730\u201d\u3002\u53e6\u6709\u806a\u660e\u7684\u670b\u53cb\u53ef\u80fd\u4f1a\u89c9\u5f97\uff0c\u8fd9\u4e9b\u6a21\u578b\u90fd\u662f\u201c\u9a6c\u540e\u70ae\u201d\uff0c\u8fd9\u4e0d\u5c31\u662f\u6211\u65e5\u5e38\u7b56\u7565\u7684\u603b\u7ed3\u561b\u3002\u8bdd\u867d\u5982\u6b64\uff0c\u8fd9\u4e9b\u6a21\u578b\u4ecd\u7136\u662f\u5bf9\u6210\u529f\u7b56\u7565\u7684\u7b80\u5355\u7cbe\u8f9f\u7684\u603b\u7ed3\u3002<\/p>\n\n\n\n

        1.AARRR\u6a21\u578b<\/strong><\/p>\n\n\n\n

        AARRR\u6a21\u578b\u7684\u9002\u7528\u8303\u56f4\u5f80\u5f80\u5728\u6570\u5b57\u5316\u4ea7\u54c1\u548c\u670d\u52a1\u7aef\uff0c\u4f46\u5bf9\u4f20\u7edf\u4e1a\u52a1\u4e5f\u6709\u542f\u53d1\u3002\u4f46\u6211\u8fc7\u53bb\u51e0\u4e4e\u90fd\u662f\u5ffd\u7565\u8fd9\u4e2a\u6a21\u578b\u4e0d\u8bb2\uff0c\u56e0\u4e3a\u8fd9\u4e2a\u6a21\u578b\u6700\u5927\u7684\u95ee\u9898\u5728\u4e8e\uff0c\u5b83\u7ed9\u51fa\u4e86\u4e00\u4e2a\u201c\u6b63\u786e\u7684\u5e9f\u8bdd\u201d\uff0c\u5374\u4e0d\u80fd\u544a\u8bc9\u53eb\u4f60\u7a76\u7adf\u5e94\u8be5\u600e\u4e48\u505a\u3002<\/p>\n\n\n\n

        AARRR\u7684\u542b\u4e49\u662f\uff1a\u5f15\u6d41-\u6fc0\u6d3b-\u7559\u5b58-\u53d8\u73b0-\u63a8\u8350\u3002\u540e\u9762\u4e09\u4e2a\u7684\u987a\u5e8f\u6709\u4e89\u8bae\uff0c\u4e0d\u540c\u7684\u4eba\u6709\u4e0d\u540c\u7684\u89e3\u91ca\u3002\u603b\u4f53\u6765\u770b\uff0c\u8fd9\u4e2a\u6a21\u578b\u7684\u5b9e\u8d28\u4ecd\u7136\u662f\uff1a\u5f15\u6d41-\u4e92\u52a8-\u8f6c\u5316-\u7559\u5b58-\u63a8\u8350\uff0c\u662f\u5bf9\u5ba2\u6237\u6b63\u5e38\u7684\u5fe0\u8bda\u5468\u671f\u4e2d\u4e00\u6b65\u6b65\u8f6c\u5316\u8fdb\u884c\u63cf\u8ff0\u7684\u6a21\u578b\u3002<\/p>\n\n\n\n

        \u5f88\u591a\u4eba\u8ba4\u4e3a\u8fd9\u4e2a\u6a21\u578b\u662f\u201c\u65b0\u74f6\u88c5\u65e7\u9152\u201d\uff0c\u4f46\u4e8b\u5b9e\u4e0a\uff0c\u8fd9\u4e2a\u6a21\u578b\u5f3a\u8c03\u4e86\u8fc7\u53bb\u6bd4\u8f83\u5c11\u5f3a\u8c03\u7684\u5ba2\u6237\u7ecf\u8425\u7b56\u7565\uff0c\u4f8b\u5982\uff0c\u5b83\u5f3a\u8c03\u201c\u6fc0\u6d3b\u201d\uff0c\u4e5f\u5f3a\u8c03\u201c\u63a8\u8350\u201d\uff0c\u8fd9\u662f\u5728\u6570\u5b57\u4e16\u754c\u4e2d\u66f4\u5bb9\u6613\u5b9e\u73b0\u7684\u7528\u6237\u7b56\u7565\uff0c\u800c\u5728\u4f20\u7edf\u4e16\u754c\u4e2d\u5219\u76f8\u5bf9\u8f83\u96be\u3002<\/p>\n\n\n\n

        \u4f46\u4e8b\u5b9e\u4e0a\uff0c\u8fd1\u5e74\u6765\u5f88\u591a\u6210\u529f\u7684\u6570\u5b57\u7ecf\u6d4e\u4e0b\u7684\u5ba2\u6237\u589e\u957f\uff0c\u662f\u5426\u672c\u8d28\u7b26\u5408AARRR\u6a21\u578b\uff0c\u4e5f\u5b58\u5728\u4e89\u8bae\u3002\u4f8b\u5982\uff0c\u76f8\u5f53\u591a\u7684\u58f0\u97f3\u8d28\u7591\u201c\u5c0f\u84dd\u676f\u201d\u548c\u201c\u5c0f\u9ec4\u8f66\u201d\u4e4b\u7c7b\u7684\u589e\u957f\u6a21\u5f0f\u5e76\u4e0d\u7b26\u5408\u771f\u6b63\u7684AARRR\u6a21\u578b\uff0c\u53ea\u4f1a\u5bf9\u8fd0\u8425\u8005\u6709\u66f4\u5927\u7684\u8bef\u5bfc\u3002\u5bf9\u4e8e\u201c\u5c0f\u84dd\u676f\u201d\uff0c\u6700\u5927\u7684\u4e89\u8bae\u5728\u4e8e\u5b83\u7684\u589e\u957f\u5e76\u975e\u6765\u6e90\u4e8e\u201c\u81ea\u63a8\u8350\u201d\uff0c\u800c\u662f\u6765\u81ea\u4e8e\u201c\u5229\u8bf1\u63a8\u8350\u201d\uff0c\u5373\u4ee5\u4e8f\u635f\u4f5c\u4e3a\u4ee3\u4ef7\u8fdb\u884c\u8865\u8d34\uff0c\u6362\u53d6\u7528\u6237\u6570\u91cf\u540e\u5728\u8d44\u672c\u5e02\u573a\u5b9e\u73b0\u53d8\u73b0\u7684\u64cd\u4f5c\u6a21\u578b\u3002\u201c\u6ef4\u6ef4\u201d\u67d0\u79cd\u7a0b\u5ea6\u4e0a\u4e5f\u662f\u8fd9\u6837\u7684\u6a21\u5f0f\u2014\u2014\u8fd9\u9020\u6210\u4e86\u6ef4\u6ef4\u76f4\u5230\u4eca\u5929\u4ecd\u7136\u4e25\u91cd\u4e8f\u635f\u3002\u201c\u5c0f\u9ec4\u8f66\u201d\u7684\u95ee\u9898\u5219\u5728\u4e8e\u5b83\u7684\u7528\u6237\u589e\u91cf\u867d\u7136\u786e\u5b9e\u6765\u81ea\u4e8e\u8fd0\u8425\uff0c\u4f46\u8fd9\u8fd0\u8425\u7684\u6838\u5fc3\u5728\u4e8e\u63d0\u4f9b\u66f4\u5177\u6709\u7ade\u4e89\u529b\u7684\u4ea7\u54c1\uff08\u66f4\u597d\u9a91\u7684\u8f66\u8f86+\u66f4\u5e7f\u9614\u7684\u8986\u76d6\uff09\uff0c\u800c\u901a\u8fc7\u63a8\u8350\uff08Refer\uff09\u6240\u5e26\u6765\u7684\u7528\u6237\u589e\u957f\u5219\u975e\u5e38\u6709\u9650\u3002<\/p>\n\n\n\n

        Facebook\u548cLinkedin\u5e38\u5e38\u88ab\u4f5c\u4e3aAARRR\u7684\u5178\u578b\u4f8b\u5b50\u4f20\u64ad\uff0c\u4f46\u5bb9\u6613\u88ab\u5ffd\u89c6\u7684\u4e00\u70b9\u662f\uff0cFacebook\u548cLinkedin\u90fd\u662f\u5177\u6709\u5f3a\u70c8\u7684\u201c\u7f51\u7edc\u6548\u5e94\u201d\u7684\u4ea7\u54c1\uff0c\u56e0\u6b64\u63a8\u8350\uff08Refer\uff09\u5c31\u4e0d\u518d\u4ec5\u4ec5\u662f\u4e00\u79cd\u8fd0\u8425\u7b56\u7565\uff0c\u800c\u662f\u7531\u5176\u4ea7\u54c1\u7684\u5148\u5929\u57fa\u56e0\u6240\u51b3\u5b9a\u7684\u3002\u8fd9\u662f\u5927\u591a\u6570\u4eca\u5929\u7684\u6570\u5b57\u4ea7\u54c1\u60f3\u8981\u62e5\u6709\uff0c\u5374\u65e0\u6cd5\u6839\u672c\u62e5\u6709\u7684\u7279\u6027\u3002\u90a3\u4e9b\u5929\u751f\u62e5\u6709\u8fd9\u6837\u7279\u6027\u7684\u4ea7\u54c1\uff0c\u4eca\u5929\u65e9\u5df2\u88ab\u5f00\u53d1\u6b86\u5c3d\u3002\u4f8b\u5982\u4e03\u516b\u5e74\u524d\u7684\u5fae\u4fe1\uff0c\u6216\u662f\u66f4\u65e9\u7684\u6dd8\u5b9d\u3002<\/p>\n\n\n\n

        \u90a3\u4e48\uff0c\u6211\u4eec\u8981\u4eceAARRR\u6a21\u578b\u4e2d\u5b66\u5230\u4ec0\u4e48\uff1f\u5b83\u662f\u5426\u5e76\u4e0d\u80fd\u771f\u6b63\u6709\u6548\u6307\u5bfc\u6211\u4eec\uff1f\u5e76\u975e\u5982\u6b64\uff0c\u8fd9\u4e2a\u6a21\u578b\u662f\u4e00\u4e2a\u7c7b\u4f3c\u4e8e\u201ccheck list\u201d\u7684\u601d\u60f3\uff0c\u544a\u8bc9\u4e86\u6211\u4eec\u5e94\u8be5\u5c06\u8fd0\u8425\u5de5\u4f5c\u5206\u4e3a\u4e94\u4e2a\u9700\u8981\u6df1\u5165\u601d\u8003\u7684\u90e8\u5206\uff0c\u4ee5\u53ca\u8fd9\u4e94\u4e2a\u90e8\u5206\u4e4b\u95f4\u53ef\u4ee5\u901a\u8fc7\u8fd0\u8425\u6784\u5efa\u8d77\u76f8\u4e92\u7684\u5173\u8054\u3002\u5f53\u7136\uff0c\u5728\u8fd9\u4e2a\u6a21\u578b\u4e2d\u80af\u5b9a\u5e76\u672a\u544a\u8bc9\u4f60\u5e94\u8be5\u600e\u4e48\u505a\u5230\uff0c\u56e0\u6b64\uff0c\u9700\u8981\u66f4\u5177\u6709\u64cd\u4f5c\u6027\u7684\u6a21\u578b\u624d\u80fd\u5b9e\u73b0AARRR\u7684\u601d\u60f3\u6240\u5021\u5bfc\u7684\u7ed3\u679c\u3002\u5728\u672c\u6587\u540e\u9762\uff0c\u6211\u4eec\u4f1a\u4ecb\u7ecd\u5177\u4f53\u7684\u51e0\u7c7b\u66f4\u5177\u64cd\u4f5c\u6027\u7684\u6a21\u578b\u3002<\/p>\n\n\n\n

        2.AIPLA\u6a21\u578b<\/strong><\/p>\n\n\n\n

        \u5982\u679c\u6570\u5b57\u4e16\u754c\u4e2d\u5f3a\u8c03AARRR\uff0c\u90a3\u4e48\u4f20\u7edf\u4e16\u754c\u7684\u7528\u6237\u8fd0\u8425\u6a21\u578b\u5219\u662fAIPLA\uff0c\u5373Awareness – Interest – Purchase – Loyalty – Advocation\uff08\u8ba4\u77e5-\u5174\u8da3-\u8d2d\u4e70-\u5fe0\u8bda-\u62e5\u62a4\uff09\u3002\u4ec5\u4ece\u5b57\u9762\u4e0a\u770b\uff0c\u4f60\u5c31\u4f1a\u53d1\u73b0\u8fd9\u4e2a\u6a21\u578b\u7b80\u76f4\u8ddfAARRR\u6a21\u578b\u6ca1\u6709\u4ec0\u4e48\u672c\u8d28\u5dee\u5f02\u3002AIPLA\u63cf\u8ff0\u4e86\u4f20\u7edf\u4e16\u754c\u4e2d\u5ba2\u6237\u7684\u8f6c\u5316\u8fc7\u7a0b\uff0c\u5373\u4ece\u5bf9\u4ea7\u54c1\u6709\u6240\u8ba4\u77e5\uff0c\u4e00\u76f4\u5230\u6210\u4e3a\u201c\u6b7b\u5fe0\u7c89\u201d\u7684\u5168\u8fc7\u7a0b\uff0c\u5e76\u5f3a\u8c03\u5728\u6b64\u8fc7\u7a0b\u4e2d\u5404\u4e2a\u9636\u6bb5\u5e94\u7528\u4e0d\u540c\u7684\u8fd0\u8425\u7b56\u7565\u3002<\/p>\n\n\n\n

        \u7684\u786e\uff0cAIPLA\u6a21\u578b\u88ab\u5e7f\u6cdb\u63d0\u53ca\uff0c\u4f8b\u5982\uff0c\u963f\u91cc\u7684\u54c1\u724c\u6570\u636e\u94f6\u884c\u7684\u4e3b\u903b\u8f91\uff0c\u5c31\u662fAIPL\uff08\u6ca1\u6709A\uff09\uff0c\u817e\u8baf\u6570\u636e\u667a\u5e93\uff08TDC\uff09\u4e5f\u662f\u5982\u6b64\uff0c\u53ea\u662f\u6362\u4e86\u540c\u4e49\u8bcd\u8868\u8ff0\u800c\u5df2\uff0c\u672c\u8d28\u6ca1\u6709\u53d8\u5316\u3002<\/p>\n\n\n\n

        \"\"
        \u4e0a\u56fe\uff1a\u963f\u91cc\u7684\u54c1\u724c\u6570\u636e\u94f6\u884c\u5c31\u4f7f\u7528\u4e86AIPL\u6a21\u578b <\/figcaption><\/figure><\/div>\n\n\n\n
        \"\"
        \u4e0a\u56fe\uff1a\u817e\u8baf\u6570\u636e\u667a\u5e93\u4e5f\u540c\u6837\u7c7b\u4f3c\u4e8eAIPL\u6a21\u578b <\/figcaption><\/figure><\/div>\n\n\n\n

        \u5c3d\u7ba1\u770b\u8d77\u6765\u51e0\u4e4e\u4e00\u6837\uff0c\u4f46AIPLA\u4e0eAARRR\u8fd8\u662f\u6709\u6240\u4e0d\u540c\uff0c\u5728\u4e8eAIPLA\u5f3a\u8c03\u5ba2\u6237\u4ece\u4e00\u7aef\uff08Awareness\uff09\u5230\u53e6\u4e00\u7aef\uff08Advocate\uff09\u7684\u6709\u5e8f\u7684\u7ebf\u6027\u8fc7\u7a0b\uff0c\u800cAARRR\u4e2d\u7684RRR\u5219\u5b8c\u5168\u53ef\u80fd\u662f\u65e0\u5e8f\u7684\u3002\u4f8b\u5982\uff0c\u4f60\u7684\u7528\u6237\u5b8c\u5168\u53ef\u4ee5\u4e0d\u8d2d\u4e70\u4f60\u7684\u6570\u5b57\u4ea7\u54c1\uff0c\u4f46\u4ecd\u7136\u53ef\u4ee5\u975e\u5e38\u5fe0\u8bda\u5730\u4f7f\u7528\u4f60\u7684\u4ea7\u54c1\u6216\u8ddf\u4eba\u63a8\u8350\u4f60\u7684\u4ea7\u54c1\uff0c\u8fd9\u5728\u4f20\u7edf\u4e16\u754c\u4e2d\u8fd9\u51e0\u4e4e\u662f\u4e0d\u53ef\u80fd\u7684\u3002\u56e0\u6b64\uff0c\u4f20\u7edf\u4e16\u754c\u4e2d\u7684AIPLA\u6a21\u578b\u66f4\u5f3a\u8c03\u9996\u5c3e\u8854\u63a5\u7684\u8fc7\u7a0b\u5316\u7684\u8fd0\u8425\uff0c\u800c\u6570\u5b57\u4e16\u754c\u4e2d\u7684AARRR\u5219\u66f4\u591a\u5355\u70b9\u7684\u6fc0\u6d3b\u7b56\u7565\u3002<\/p>\n\n\n\n

        \u4e5f\u6b63\u662f\u56e0\u4e3a\u4e0a\u9762\u7684\u73b0\u8c61\uff0c\u5bfc\u81f4\u4f20\u7edf\u4e16\u754c\u7684\u5ba2\u6237\u6df1\u5ea6\u8fd0\u8425\u76f8\u5bf9\u4e8e\u6570\u5b57\u4e16\u754c\u800c\u8a00\u603b\u4f53\u66f4\u56f0\u96be\u3002\u8fd9\u4e5f\u662f\u4e3a\u4ec0\u4e48\u4f20\u7edf\u9886\u57df\u7eb7\u7eb7\u9700\u8981\u201c\u6570\u5b57\u5316\u8f6c\u578b\u201d\u7684\u4e00\u4e2a\u91cd\u8981\u7684\u539f\u56e0\uff0c\u5927\u5bb6\u9700\u8981\u628a\u7ebf\u4e0b\u7684\u8fd0\u8425\u7ebf\u4e0a\u5316\uff0c\u4ece\u800c\u66f4\u80fd\u591f\u6df1\u5165\u8fd0\u8425\u5ba2\u6237\u3002<\/p>\n\n\n\n

        AIPLA\u6a21\u578b\u5e94\u8be5\u600e\u4e48\u843d\u5730\uff1f\u8fd9\u4e2a\u6a21\u578b\u540c\u6837\u5c5e\u4e8e\u201c\u601d\u7ef4\u65b9\u5f0f\u201d\u6a21\u578b\uff0c\u843d\u5730\u5219\u9700\u8981\u5176\u4ed6\u5de5\u5177\u7684\u5e2e\u52a9\u3002\u6211\u4eec\u540e\u6587\u4ecb\u7ecd\u3002<\/p>\n\n\n\n

        3.MOT\u6a21\u578b<\/strong><\/p>\n\n\n\n

        \u6d88\u8d39\u8005\u65c5\u7a0b\u7684\u6838\u5fc3\u601d\u60f3\u2014\u2014\u65e0\u8bba\u5b83\u7684\u8868\u73b0\u5f62\u5f0f\u662fAARRR\uff0c\u8fd8\u662fAIPLA\u2014\u2014\u90fd\u5c06\u6d88\u8d39\u8005\u7684\u8d2d\u7269\u884c\u4e3a\u63cf\u8ff0\u4e3a\u4ece\u8ba4\u77e5\u5230\u5174\u8da3\uff0c\u518d\u4ece\u5174\u8da3\u8f6c\u5316\u4e3a\u8d2d\u4e70\uff0c\u4ee5\u53ca\u4ece\u8d2d\u4e70\u8f6c\u5316\u4e3a\u5fe0\u8bda\u7684\u4e00\u8fde\u4e32\u5148\u540e\u53d1\u751f\u7684\u8fc7\u7a0b\u3002\u8fd9\u4e00\u8fc7\u7a0b\u88ab\u79f0\u4e3a\u6d88\u8d39\u8005\u65c5\u7a0b\u3002<\/p>\n\n\n\n

        \u6d88\u8d39\u8005\u65f6\u523b\uff08Moment of Truth\uff0c\u7b80\u79f0MOT\uff09\u662f\u6d88\u8d39\u8005\u65c5\u7a0b\u4e2d\u7684\u4e00\u4e9b\u5173\u952e\u201c\u91cc\u7a0b\u7891\u201d\u4f3c\u7684\u8282\u70b9\u3002\u4f8b\u5982\uff0c\u641c\u7d22\u67d0\u4e2a\u4ea7\u54c1\uff0c\u53c8\u6216\u8005\u628a\u8fd9\u4e2a\u4ea7\u54c1\u7684\u4fe1\u606f\u5206\u4eab\u7ed9\u5176\u4ed6\u4eba\u3002\u8fd9\u4e2a\u6982\u5ff5\u6700\u521d\u6765\u6e90\u4e8e\u5b9d\u6d01\u3002<\/p>\n\n\n\n

        \u4f60\u53ef\u4ee5\u53d1\u6325\u60f3\u8c61\u2014\u2014\u4e00\u4e2a\u5ba2\u6237\u5728\u5176\u6d88\u8d39\u65c5\u7a0b\u7684\u5168\u8fc7\u7a0b\u4e2d\uff0c\u5c31\u50cf\u6216\u660e\u6216\u6697\u82e5\u9690\u82e5\u73b0\u7684\u4e00\u6761\u5f2f\u5f2f\u66f2\u66f2\u7684\u9053\u8def\uff0c\u800cMOT\u5c31\u50cf\u8fd9\u4e2a\u9053\u8def\u4e2d\u95f4\u71c3\u70e7\u7684\u706b\u628a\uff0c\u6307\u5f15\u7740\u8fd9\u6761\u8def\u7684\u65b9\u5411\u3002<\/p>\n\n\n\n

        \u6211\u4eec\u65e0\u6cd5\u76f4\u63a5\u63a7\u5236\u6d88\u8d39\u8005\u65c5\u7a0b\uff0c\u4f46\u80fd\u900f\u8fc7MOT\u6765\u5bf9\u6d88\u8d39\u8005\u65c5\u7a0b\u65bd\u52a0\u5f71\u54cd\u3002\u751a\u81f3\u5f88\u591a\u65f6\u5019\uff0c\u6211\u4eec\u4e5f\u65e0\u9700\u53c2\u900f\u6d88\u8d39\u8005\u65c5\u7a0b\u5230\u5e95\u662f\u4ec0\u4e48\uff0c\u6211\u4eec\u53ea\u662f\u5728\u8bbe\u8ba1MOT\uff0c\u5bf9\u8fd9\u4e2a\u6d88\u8d39\u8005\u65bd\u52a0\u5f71\u54cd\uff0c\u4ece\u800c\u8ba9\u4ed6\u5feb\u901f\u5207\u53d8\u5230\u4e0b\u4e00\u4e2a\u66f4\u63a5\u8fd1\u4e8e\u8f6c\u5316\u7684MOT\u6216\u8005\u751a\u81f3\u662f\u8f6c\u5316\u672c\u8eab\u3002<\/p>\n\n\n\n

        MOT\u4e2d\u53c8\u6709\u4e00\u7c7b\u662f\u975e\u5e38\u91cd\u8981\u7684\uff0c\u5373ZMOT\uff08Zero Moment of Truth\uff0c\u539f\u521dMOT\uff09\uff0c\u610f\u601d\u662f\u5728\u67d0\u79cd\u60c5\u51b5\u7684\u523a\u6fc0\u4e0b\uff0c\u4e00\u4e2a\u4eba\u6700\u521d\u7684\u4e00\u4e2a\u5fc3\u7406\u4e0a\u7684\u6d3b\u52a8\uff0c\u8ba9\u4ed6\u610f\u8bc6\u5230\u4ed6\u9700\u8981\u8d2d\u4e70\u67d0\u4e2a\u4e1c\u897f\u6216\u8005\u670d\u52a1\u3002\u5bf9\u4e8eGoogle\u800c\u8a00\uff0c\u8fd9\u4e2a\u5fc3\u7406\u4e0a\u7684\u6d3b\u52a8\u4f53\u73b0\u4e3a\u5728\u641c\u7d22\u5f15\u64ce\u4e0a\u8fdb\u884c\u641c\u7d22\u3002\u5bf9\u4e8e\u963f\u91cc\u800c\u8a00\uff0c\u8fd9\u4e2a\u5fc3\u7406\u6d3b\u52a8\u8d77\u59cb\u4e8e\u4e00\u4e2a\u4eba\u5f00\u59cb\u4e86\u4e00\u4e2a\u4e00\u6bb5\u65f6\u95f4\u5185\u4ece\u672a\u6709\u8fc7\u7684\u67d0\u7c7b\u5546\u54c1\u7684\u641c\u7d22\u3002<\/p>\n\n\n\n

        \u53e6\u5916\u4e00\u4e2aMOT\u662fUMOT\uff08Ultimate Moment of Truth\uff09\uff0c\u5373\u6700\u7ec8\u7684MOT\uff0c\u4eba\u4eec\u5728\u6574\u4e2a\u8d2d\u7269\u5386\u7a0b\u4e2d\u7684\u6700\u540e\u4e00\u4e2a\u5173\u952e\u65f6\u523b\uff0c\u5f80\u5f80\u5c31\u662f\u628a\u81ea\u5df1\u7684\u5546\u54c1\u4f53\u9a8c\u5206\u4eab\u51fa\u53bb\u7684\u65f6\u523b\u3002ZMOT\u548cUMOT\u7684\u601d\u60f3\u6765\u81ea\u4e8e\u8c37\u6b4c\u3002<\/p>\n\n\n\n

        \"\"
        \u56fe\u7247\u6765\u81ea\uff1aemfluence.com <\/figcaption><\/figure><\/div>\n\n\n\n

        \u7b2c\u4e8c\u7c7b\uff1a\u5ba2\u6237\u8ba4\u77e5\u6a21\u578b<\/strong><\/p>\n\n\n\n

        \u4e0e\u7b2c\u4e00\u7c7b\u6a21\u578b\u4e0d\u540c\uff0c\u7b2c\u4e8c\u7c7b\u6a21\u578b\u662f\u53ef\u4ee5\u8ba9\u6211\u4eec\u5b9e\u9645\u64cd\u4f5c\u7684\u6a21\u578b\uff0c\u5e76\u4e14\u57fa\u4e8e\u8fd9\u4e9b\u64cd\u4f5c\uff0c\u6211\u4eec\u53ef\u4ee5\u66f4\u6df1\u5165\u7684\u4e86\u89e3\u5ba2\u6237\u7684\u60c5\u51b5\uff0c\u4ece\u800c\u4e3a\u6211\u4eec\u7684\u8fd0\u8425\u7b56\u7565\u63d0\u4f9b\u4f9d\u636e\u3002<\/p>\n\n\n\n

        1.RFM<\/strong><\/p>\n\n\n\n

        RFM\u6a21\u578b\u7684\u6838\u5fc3\u7528\u9014\u662f\u5bf9\u6240\u6709\u7684\u5ba2\u6237\u8fdb\u884c\u4ef7\u503c\u8861\u91cf\uff0c\u7136\u540e\u5bf9\u8fd9\u4e9b\u5ba2\u6237\u8fdb\u884c\u5206\u7c7b\u3002\u56e0\u6b64\uff0c\u672c\u8d28\u4e0a\u8fd9\u4e2a\u6a21\u578b\u662f\u4e00\u4e2a\u975e\u5e38\u7b80\u5355\u7684\u5206\u7c7b\u6a21\u578b\u3002<\/p>\n\n\n\n

        \"\"<\/figure><\/div>\n\n\n\n

        \u4f60\u53ef\u4ee5\u60f3\u8c61\u4f60\u662f\u4e00\u4e2a\u519c\u573a\u4e3b\uff0c\u82f9\u679c\u4e30\u6536\u4e86\uff0c\u4f60\u60f3\u628a\u82f9\u679c\u5206\u4e3a\u4e0d\u540c\u7684\u7c7b\u522b\u5b9a\u4ef7\u552e\u5356\u3002\u4e8e\u662f\u4f60\u5236\u5b9a\u4e86\u5206\u7c7b\u65b9\u5f0f\uff1a\u82f9\u679c\u7684\u201c\u80a4\u8272\u201d\u3001\u82f9\u679c\u7684\u5927\u5c0f\uff0c\u4ee5\u53ca\u82f9\u679c\u7684\u53e3\u5473\u3002\u7ea2\u8272\u7684\u5927\u82f9\u679c\u4e14\u8106\u751c\u7684\u5c5e\u4e8e\u4e00\u7c7b\uff0c\u7eff\u8272\u7684\u5927\u82f9\u679c\u4e14\u7c89\u751c\u7684\u4e5f\u5c5e\u4e8e\u4e00\u7c7b\uff0c\u8fd9\u6837\u5927\u6982\u53ef\u4ee5\u5206\u51fa8\u7c7b\u82f9\u679c\u3002\u7136\u540e\u6309\u7167\u5404\u79cd\u7c7b\u522b\u7684\u82f9\u679c\u8fdb\u884c\u6807\u4ef7\u3002<\/p>\n\n\n\n

        RFM\u5c31\u662f\u8fd9\u6837\u7684\u9053\u7406\uff0c\u4e09\u4e2a\u5b57\u6bcd\u5c31\u4ee3\u8868\u4e86\u4e09\u4e2a\u5206\u7c7b\u6807\u51c6\uff1aR\u548cF\u548cM\u3002R\u5373\u53d1\u751f\u8d2d\u4e70\u7684\u65e5\u671f\u7684\u4e34\u8fd1\u5ea6\uff0cR\u7684\u503c\u8d8a\u5927\uff0c\u8868\u793a\u4ea4\u6613\u662f\u8d8a\u9760\u8fd1\u73b0\u5728\u53d1\u751f\u7684\uff0c\u5426\u5219\u5219\u662f\u66f4\u4e45\u4ee5\u524d\u53d1\u751f\u7684\u3002F\u662f\u8d2d\u4e70\u9891\u6b21\uff0cF\u8d8a\u5927\uff0c\u8bf4\u660e\u4ea4\u6613\u7684\u6b21\u6570\u8d8a\u591a\u3002M\u5219\u662f\u4ea4\u6613\u91d1\u989d\uff0cM\u8d8a\u5927\uff0c\u91d1\u989d\u8d8a\u9ad8\u3002<\/p>\n\n\n\n

        RFM\u4e09\u4e2a\u6807\u51c6\uff0c\u5f80\u5f80\u7528\u6570\u636e\u4ee3\u7b14\u7684\u7a0b\u5ea6\u8868\u793a\uff0c\u6bd4\u5982R\u75281\u30012\u30013\u8868\u793a\uff0c3\u8868\u793a\u6700\u8fd1\u8d2d\u4e70\uff0c1\u8868\u793a\u5f88\u4e45\u4ee5\u524d\u8d2d\u4e70\uff0c2\u5219\u8868\u793a\u5728\u4e2d\u95f4\u9636\u6bb5\u3002\u5982\u679c\u7528\u6700\u7b80\u5355\u76840\u548c1\u8868\u793a\uff0c\u5219\u540c\u6837\u53ef\u4ee5\u628a\u81ea\u5df1\u7684\u5ba2\u6237\u5206\u4e3a8\u7c7b\uff0c\u5982\u4e0b\u8868\u6240\u793a\uff1a<\/p>\n\n\n\n

        \"\"<\/figure><\/div>\n\n\n\n

        \u5f53\u7136\uff0c\u4f60\u4e5f\u53ef\u4ee5\u628a\u6bcf\u4e2a\u6807\u51c6\u90fd\u8bbe\u5b9a5\u4e2a\u6863\u6b21\uff0c\u90a3\u4e48\u5c31\u4f1a\u67095\u76843\u6b21\u65b9\u4f9b125\u4e2a\u7c7b\u522b\u7684\u5ba2\u6237\uff0c\u5982\u4e0b\u56fe\u6240\u793a\uff1a<\/p>\n\n\n\n

        \"\"<\/figure><\/div>\n\n\n\n

        \u5bf9\u4e8e\u4e0d\u540c\u7c7b\u578b\u7684\u5ba2\u6237\uff0c\u7acb\u5373\u53ef\u4ee5\u6709\u4e0d\u540c\u7684\u8fd0\u8425\u7b56\u7565\u3002\u6bd4\u5982\uff0c\u5bf9\u4e8e\u91cd\u8981\u633d\u7559\u5ba2\u6237\uff0c\u9700\u8981\u505a\u7684\u4e8b\u60c5\uff0c\u5c31\u662fAARRR\u6a21\u578b\u4e2d\u7684\u7b2c\u4e8c\u4e2aA\uff0c\u5373\u6fc0\u6d3b\u3002\u81f3\u4e8e\u5982\u4f55\u6fc0\u6d3b\uff0c\u5219\u9700\u8981\u7528\u5230\u53e6\u5916\u7684\u6a21\u578b\uff0c\u4e5f\u5c31\u662f\u6211\u4eec\u540e\u9762\u8981\u4ecb\u7ecd\u7684\u201c\u8bf1\u9975\u3001\u89e6\u70b9\u3001\u89c4\u5219\u201d\u6a21\u578b\u3002<\/p>\n\n\n\n

        RFM\u4e3b\u8981\u662f\u7528\u5728\u96f6\u552e\u884c\u4e1a\u4e2d\uff0c\u5b83\u5e76\u4e0d\u662f\u5bf9\u6240\u6709\u884c\u4e1a\u90fd\u6709\u7528\uff0c\u539f\u56e0\u5f88\u7b80\u5355\uff0c\u56e0\u4e3aRFM\u7684R\u548cF\u5bf9\u5f88\u591a\u884c\u4e1a\u800c\u8a00\u5e76\u4e0d\u5b58\u5728\u3002\u6bd4\u5982\uff0c\u5b66\u5386\u6559\u80b2\uff0cF\u53ef\u80fd\u6c38\u8fdc\u90fd\u53ea\u67091\u6b21\u3002<\/p>\n\n\n\n

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        2.\u81ea\u5b9a\u4e49\u7684\u805a\u7c7b<\/strong><\/p>\n\n\n\n

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        \u81ea\u5b9a\u4e49\u7684\u805a\u7c7b\u53ef\u4ee5\u81ea\u5df1\u9009\u62e9\u4efb\u610f\u5408\u7406\u7684\u6807\u51c6\uff08\u4e5f\u5c31\u662f\u53d8\u91cf\uff09\u6765\u805a\u7c7b\u5ba2\u6237\uff0c\u5e76\u4e14\u53ef\u4ee5\u4e0d\u6b62\u4e09\u4e2a\u6807\u51c6\uff0c\u4f60\u751a\u81f3\u53ef\u4ee5\u6269\u5c55\u5230\u5341\u4e2a\u4ee5\u4e0a\u7684\u6807\u51c6\u3002\u4e0d\u8fc7\uff0c\u8fd9\u4e2a\u65b9\u6cd5\u663e\u7136\u4e0d\u80fd\u7b80\u5355\u5229\u7528excel\u5c31\u80fd\u505a\u5230\uff0c\u800c\u662f\u9700\u8981\u5229\u7528\u6570\u636e\u5efa\u6a21\uff08\u805a\u7c7b\u672c\u8eab\u5c31\u662f\u4e00\u4e2a\u6570\u636e\u5904\u7406\u7684\u6a21\u578b\uff09\u624d\u80fd\u5b8c\u6210\uff0c\u4f8b\u5982\u4f7f\u7528SPSS\u6216SAS\u5de5\u5177\u3002<\/p>\n\n\n\n

        \"\"
        \u4e0a\u56fe\uff1a\u8fd9\u662f\u6700\u7b80\u5355\u7684\u4e00\u79cd\u805a\u7c7b\u2014\u2014\u4e24\u4e2a\u53d8\u91cf\u7684\u805a\u7c7b <\/figcaption><\/figure><\/div>\n\n\n\n
        \"\"
        \u4e0a\u56fe\uff1a\u5927\u591a\u6570\u805a\u7c7b\u662f\u9009\u62e93\u4e2a\u751a\u81f3\u66f4\u591a\u53d8\u91cf\u5b8c\u6210\u7684 <\/figcaption><\/figure><\/div>\n\n\n\n

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        3.\u7528\u6237\u6d3b\u8dc3\u5ea6\u6a21\u578b<\/strong><\/p>\n\n\n\n

        \u4e0e\u81ea\u5b9a\u4e49\u7684\u805a\u7c7b\u4e00\u6837\uff0c\u7528\u6237\u6d3b\u8dc3\u5ea6\u6a21\u578b\u4e5f\u662f\u4e00\u4e2a\u5b8c\u5b8c\u5168\u5168\u7684\u81ea\u5b9a\u4e49\u7684\u6a21\u578b\u3002\u8fd9\u4e2a\u6a21\u578b\u6709\u53e6\u5916\u4e00\u4e2a\u540d\u5b57\uff0c\u5373engagement index\u3002<\/p>\n\n\n\n

        Engagement index\u7684\u4ef7\u503c\u5728\u4e8e\u8861\u91cf\u4e0d\u540c\u5ba2\u6237\uff08\u7528\u6237\uff09\u7684\u6d3b\u8dc3\u5ea6\uff0c\u8fd9\u4e2a\u6a21\u578b\u4e0e\u524d\u9762\u7684\u805a\u7c7b\u6216\u8005RFM\u7684\u6700\u5927\u533a\u522b\u5728\u4e8e\uff0c\u5b83\u5b8c\u5168\u4e0dcare\u7528\u6237\u6700\u7ec8\u662f\u5426\u53d1\u751f\u4e86\u8d2d\u4e70\u884c\u4e3a\uff0c\u800c\u4ec5\u4ec5\u53ea\u770b\u7528\u6237\u4f7f\u7528\u4f60\u7684\u4ea7\u54c1\u6216\u8005\u4e0e\u4f60\u4e92\u52a8\u7684\u5f3a\u5ea6\u3002<\/p>\n\n\n\n

        \u5efa\u7acb\u7528\u6237\u6d3b\u8dc3\u5ea6\u6a21\u578b\u5e76\u4e0d\u56f0\u96be\uff0c\u56e0\u6b64\u5b83\u4e5f\u662f\u4e00\u4e2a\u6781\u6709\u4f7f\u7528\u4ef7\u503c\u7684\u6a21\u578b\u3002\u5177\u4f53\u65b9\u6cd5\u5206\u4e3a\u51e0\u6b65\uff1a<\/p>\n\n\n\n