{"id":41309,"date":"2021-06-23T10:20:37","date_gmt":"2021-06-23T02:20:37","guid":{"rendered":"https:\/\/www.growthhk.cn\/?p=41309"},"modified":"2021-06-23T10:21:29","modified_gmt":"2021-06-23T02:21:29","slug":"%e4%ba%94%e6%9d%a1%e8%90%a5%e9%94%80%e9%93%be%e8%b7%af%ef%bc%9a%e5%86%8d%e7%9c%8b%e5%93%81%e7%89%8c%e5%b9%bf%e5%91%8avs%e6%b5%81%e9%87%8f%e5%b9%bf%e5%91%8a%ef%bd%9c%e7%8e%8b%e8%b5%9b","status":"publish","type":"post","link":"https:\/\/www.growthhk.cn\/cgo\/market\/41309.html","title":{"rendered":"\u4e94\u6761\u8425\u9500\u94fe\u8def\uff1a\u518d\u770b\u54c1\u724c\u5e7f\u544aVS\u6d41\u91cf\u5e7f\u544a\uff5c\u738b\u8d5b"},"content":{"rendered":"\n<p>\u6570\u5b57<span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/%e8%90%a5%e9%94%80\" title=\"\u8425\u9500\" target=\"_blank\">\u8425\u9500<\/a><\/span>\u94fe\u8def\uff08Digital Marketing Chain,DMC\uff09\u662f\u7ee7\u6574\u5408\u8425\u9500\u4f20\u64ad\uff08Integrated Marketing Communication,IMC\uff09\u4e4b\u540e\uff0c\u8fd1\u4e24\u5e74\u6765\u5728\u8425\u9500\u4f20\u64ad\u9886\u57df\u6700\u7099\u624b\u53ef\u70ed\u7684\u65b0\u6982\u5ff5\u3002<\/p>\n\n\n\n<p>\u4e1a\u754c\u4e3a\u4ec0\u4e48\u5bf9\u201c\u94fe\u8def\uff08DMC\uff09\u201d\u5982\u6b64\u4e50\u9053\uff1f\u6211\u4eec\u8ba4\u4e3a\uff0c\u4e09\u4e2a\u539f\u56e0\uff1a<\/p>\n\n\n\n<p>\u539f\u56e0\u4e00\uff0c\u5bf9\u4e8e\u7406\u8bba\u754c\uff0c\u4f20\u7edf\u4e2d\u5fc3\u5f0f\u8425\u9500\u4f20\u64ad\u7684\u5b9e\u65bd\u571f\u58e4\u88ab\u4fb5\u8680\u3002\u968f\u7740\u6570\u5b57\u65f6\u4ee3\u6d88\u8d39\u8005\u4e0e\u4f01\u4e1a\u4e4b\u95f4\u7684\u4fe1\u606f\u4ea4\u4e92\u3001\u8d2d\u4e70\u4f20\u64ad\u7684\u6a21\u5f0f\u53d1\u751f\u7684\u6df1\u523b\u53d8\u5316\u3002\u8fd9\u5c31\u5f15\u5bfc\u7406\u8bba\u754c\u53bb\u91cd\u65b0\u8ba4\u8bc6\u548c\u5b9a\u4e49\u4f01\u4e1a\u4e0e\u987e\u5ba2\u4e4b\u95f4\u7684\u201c\u53d1\u751f\u5173\u7cfb\u7684\u6a21\u5f0f\u201d\uff0c2018\u5e74\u51fa\u7248\u7684\u65b0\u7248\u6559\u79d1\u4e66\u300a\u8425\u9500\u539f\u7406\u300b\u4e2d\uff0c\u73b0\u4ee3\u8425\u9500\u4e4b\u7236\u79d1\u7279\u52d2\u5438\u7eb3\u4e86\u4f53\u73b0\u4f01\u4e1a\u4e0e\u987e\u5ba2\u5173\u7cfb\u7279\u5f81\u7684\uff0c\u201c\u987e\u5ba2\u6d78\u5408\u201d (engagement)\u8fd9\u4e2a\u672f\u8bed\u3002<\/p>\n\n\n\n<p>\u539f\u56e0\u4e8c\uff0c\u5bf9\u4e8e\u54c1\u724c\u4e3b\uff0c\u8425\u9500\u8d39\u7528\u7684\u6295\u8d44\u662f\u771f\u95ee\u9898\uff0c\u800c\u8425\u9500\u4f20\u64ad\u6548\u7387\u7684\u5ea6\u91cf\u5374\u662f\u5708\u5185\u5f53\u4e16\u96be\u9898\u3002\u53bb\u5e74\u4e2d\u56fd\u8425\u9500\u754c\u53d1\u751f\u6240\u8c13\u201c<span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/%e6%b5%81%e9%87%8f%e5%b9%bf%e5%91%8a\" title=\"\u6d41\u91cf\u5e7f\u544a\" target=\"_blank\">\u6d41\u91cf\u5e7f\u544a<\/a><\/span>VS<span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/%e5%93%81%e7%89%8c%e5%b9%bf%e5%91%8a\" title=\"\u54c1\u724c\u5e7f\u544a\" target=\"_blank\">\u54c1\u724c\u5e7f\u544a<\/a><\/span>\u201d\u4e4b\u4e89\uff0c\u800c\u771f\u6b63\u7684\u73b0\u5b9e\u662f\uff0c\u6d41\u91cf\u4e0e\u54c1\u724c\u4e4b\u95f4\u5e76\u975e\u5bf9\u7acb\u6982\u5ff5\u3002\u5ffd\u89c6\u8f6c\u5316\u7387\u7684\u8425\u9500\u6295\u8d44\u4e0d\u53ef\u6301\u7eed\uff0c\u800c\u7f3a\u4e4f\u54c1\u724c\u8d44\u4ea7\u5efa\u7acb\u7684\u8f6c\u5316\u7387\u96be\u4ee5\u5e38\u9752\u3002<\/p>\n\n\n\n<p>\u539f\u56e0\u4e09\uff0c\u5bf9\u4e8e\u5e73\u53f0\u5546\uff0c\u5c24\u5176\u662f\u4e0d\u540c\u4e92\u8054\u7f51\u516c\u53f8\uff08\u817e\u8baf\u3001\u963f\u91cc\u3001\u6296\u97f3\u3001<span class=\"wpcom_keyword_link\"><a href=\"https:\/\/www.growthhk.cn\/mcn\/xiaohongshu\" target=\"_blank\" title=\"\u5c0f\u7ea2\u4e66\">\u5c0f\u7ea2\u4e66<\/a><\/span>&#8230;\uff09\u7b49\uff0c\u90fd\u57fa\u4e8e\u81ea\u8eab\u7684\u6570\u636e\u5e73\u53f0\uff0c\u63d0\u51fa\u57fa\u4e8e\u81ea\u8eab\u94fe\u8def\u7684\u8425\u9500\u4f20\u64ad\u65b9\u6cd5\u8bba\uff0c\u8fd9\u4e9b\u65b9\u6cd5\u8bba\u5bf9\u4e8e\u4f20\u7edf\u65f6\u4ee3\u7684\u54c1\u724c\u6295\u5165\u6a21\u5f0f\u6709\u7684\u5347\u7ea7\uff0c\u4f46\u662f\u4e0d\u540c\u7684\u5e73\u53f0\u7531\u4e8e\u6570\u636e\u7ef4\u5ea6\u4e0d\u540c\u3001\u5728\u6d88\u8d39\u8005\u65c5\u7a0b\u4e2d\u7684\u626e\u6f14\u7684\u91cd\u5fc3\u4e0d\u540c\uff0c\u4f7f\u5f97\u767e\u5bb6\u4e89\u9e23\uff0c\u4f01\u4e1a\u53ef\u80fd\u9700\u8981\u4e00\u4e2a\u66f4\u5927\u89c6\u91ce\u7684\u201c\u6d88\u8d39\u8005-\u6570\u5b57\u9a71\u52a8\u5168\u666f\u201d\u3002<\/p>\n\n\n\n<p>\u4f5c\u4e3a\u54a8\u8be2\u987e\u95ee\uff0c\u6211\u4eec\u5e0c\u671b\u5377\u5165\u5230\u8fd9\u573a\u6781\u6709\u610f\u4e49\u7684\u8ba8\u8bba\u4e2d\uff0c\u5728\u5c55\u5f00\u201c\u6574\u5408\u4f20\u64adIMC\u201d\u5982\u4f55\u8fc1\u79fb\u5230\u201c\u8425\u9500\u4f20\u64ad\u94fe\u8defDMC\u201d\u7684\u65b9\u5411\u3001\u5730\u56fe\u3001\u4ee5\u53ca\u64cd\u4f5c\u7ec6\u8282\u524d\uff0c\u6211\u4eec\u4f5c\u51fa\u4e09\u4e2a\u5177\u4f53\u6d1e\u89c1\uff1a<\/p>\n\n\n\n<p>\u6d1e\u89c1\u4e00\uff0c\u94fe\u8def\u5e76\u4e0d\u4ec5\u4ec5\u4e00\u6761\uff0c\u6211\u4eec\u63d0\u51fa\u4e94\u6761\u94fe\u8def\uff0c\u5b83\u4eec\u5305\u62ec\uff1a\u6d88\u8d39\u8005\u5fc3\u7406\u94fe\u8def\u3001\u6d88\u8d39\u8005\u884c\u4e3a\u94fe\u8def\u3001\u4f01\u4e1a\u884c\u4e3a\u7ba1\u7406\u94fe\u8def\u3001\u5a92\u4ecb\u5e03\u5c40\u94fe\u8def\uff0c\u4ee5\u53ca\u8425\u9500\u6548\u7387\u6d4b\u91cf\u94fe\u8def\u3002\u4e94\u6761\u94fe\u8def\u9700\u8981\u7cfb\u7edf\u4e00\u81f4\uff0c\u6bd4\u5982\u5a92\u4ecb\u5e03\u5c40\u7684\u94fe\u8def\uff0c\u9700\u8981\u548c\u6d88\u8d39\u8005\u5fc3\u7406\u3001\u884c\u4e3a\u4e24\u6761\u94fe\u8def\u5339\u914d\uff0c\u5982\u4e0d\u5339\u914d\uff0c\u5728\u7ebf\u4e0b\u4e0d\u7ba1\u6295\u653e\u591a\u5c11\u5e7f\u544a\uff0c\u4e5f\u4f1a\u5f62\u6210\u201c\u94fe\u8def\u4e0d\u8fde\u201d\uff0c\u65e0\u6cd5\u6709\u6548\u9a71\u52a8\u6d88\u8d39\u8005\u8d2d\u4e70\u3002<\/p>\n\n\n\n<p>\u6d1e\u89c1\u4e8c\uff0c\u771f\u5b9e\u7684\u8425\u9500\u4e2d\uff0c\u6d88\u8d39\u8005\u4e2d\u5fc3\u8f6c\u5411\u6d88\u8d39\u8005\u51b3\u7b56\u4e3a\u4e2d\u5fc3\u3002\u5982\u679c\u94fe\u8def\u4e0a\u7684\u6309\u94ae\u8bbe\u8ba1\u4e0d\u6307\u5411\u6d88\u8d39\u8005\u51b3\u7b56\uff0c\u90a3\u53ea\u6709\u81ea\u5a31\u81ea\u4e50\u7684\u610f\u4e49\u3002\u4ece\u5f71\u54cd\u6d88\u8d39\u8005\u51b3\u7b56\u884c\u4e3a\u7684\u73af\u8282\u5165\u624b\u6765\u8c08\u94fe\u8def\uff0c\u4f01\u4e1a\u6240\u8c13\u7684\u201c\u54c1\u724c\u5e7f\u544aVS\u6d41\u91cf\u5e7f\u544a\u201d\u624d\u53ef\u6709\u7684\u653e\u77e2\u3002<\/p>\n\n\n\n<p>\u6d1e\u89c1\u4e09\uff0c\u6570\u636e\u4e0e\u884c\u4e3a\u53ef\u4ee5\u901a\u8fc7A\/B test\uff0c\u6765\u56f4\u7ed5\u94fe\u8def\u4f18\u5316\u9a8c\u8bc1\u3002\u6570\u5b57\u65f6\u4ee3\u7531\u4e8e\u8fde\u63a5\uff0c\u5f62\u6210\u6d88\u8d39\u8005\u884c\u4e3a\u6bd4\u7279\u5316\uff0c\u884c\u4e3a\u6bd4\u7279\u5316\u4f7f\u5f97\u4f01\u4e1a\u53ef\u4ee5\u52a8\u6001\u51b3\u7b56\u3002\u4f01\u4e1a\u53ef\u4ee5\u4f9d\u636e\u5206\u7c7b\u6d4b\u8bd5\u3001\u5bf9\u6bd4\u3001\u4f18\u5316\uff0c\u518d\u5faa\u8bc1\u5f0f\u6295\u5165\uff0c\u8fd9\u5c31\u662f\u6ce2\u666e\u5c14\u6240\u8a00\u7684\u79d1\u5b66\u4e4b\u201c\u53ef\u8bc1\u4f2a\u201d\uff0c\u800c\u975e\u4f20\u7edf\u90a3\u53e5\u8425\u9500\u4f20\u64ad\u6295\u653e\u540d\u8a00\u2014\u2014\u201c\u6211\u77e5\u9053\u4e00\u534a\u5e7f\u544a\u6253\u4e86\u6c34\u6f02\uff0c\u53ea\u4e0d\u8fc7\u6211\u4e0d\u77e5\u9053\u662f\u54ea\u4e00\u534a\u201d\u3002\u8425\u9500\u6548\u7387\u56f4\u7ed5\u8425\u9500\u5f71\u54cd\u7684\u884c\u4e3a\u8def\u5f84\u6765\u76d1\u6d4b\u3001\u6765\u95ed\u73af\u3002<\/p>\n\n\n\n<p>\u90a3\u4e48\u6570\u5b57\u65f6\u4ee3\u7684\u8425\u9500\u94fe\u8def\u5230\u5e95\u5982\u4f55\u4e3a\u4f01\u4e1a\u6240\u7528\uff0c\u6211\u4eec\u4ece\u4ee5\u4e0b\u4e09\u4e2a\u65b9\u9762\u6765\u6df1\u5165\u5256\u6790\uff1a<\/p>\n\n\n\n<p>\u4e00\u3001\u6982\u89c8\uff1a\u76ee\u524d\u6709\u54ea\u4e9b\u8425\u9500\u94fe\u8def\u6a21\u578b\u6216\u5047\u8bf4\uff1f<\/p>\n\n\n\n<p>\u4e8c\u3001\u878d\u5408\uff1a\u4ec0\u4e48\u624d\u662f\u6570\u5b57\u65f6\u4ee3\u7684\u8425\u9500\u94fe\u8def\u5168\u666f\uff0c\u7a76\u7adf\u662f\u54ea\u4e94\u6761\u94fe\u8def\uff1f<\/p>\n\n\n\n<p>\u4e09\u3001\u63d0\u5347\uff1a\u63d0\u51fa\u8fd9\u7ec4\u8425\u9500\u94fe\u8def\u7684\u610f\u4e49\u662f\u4ec0\u4e48\uff1f<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u4e00\u3001<\/strong><strong>\u6982\u89c8\uff1a\u76ee\u524d\u6709\u54ea\u4e9b\u8425\u9500\u94fe\u8def\u6a21\u578b\u6216\u5047\u8bf4\uff1f<\/strong><\/h2>\n\n\n\n<p>\u7eb5\u89c2\u5168\u7403\uff0c\u76ee\u524d\u5bf9\u6570\u5b57\u65f6\u4ee3\u8425\u9500\u94fe\u8def\u7684\u7814\u7a76\u6210\u679c\uff0c\u4e3b\u8981\u6765\u81ea\u4e8e\u4e09\u7c7b\u9886\u57df\uff1a\u8425\u9500\u5b66\u754c\u3001\u4f01\u4e1a\u754c\u3001\u4ee5\u53ca\u4e24\u8005\u878d\u5408\u7684\u9ed1\u5ba2\u589e\u957f\u754c\u3002\u6211\u4eec\u9996\u5148\u505a\u4e00\u4e2a\u56de\u987e\uff1a<\/p>\n\n\n\n<p><strong>\u7b2c\u4e00\u7c7b\u3001\u5b66\u8005\u6a21\u578b<\/strong><\/p>\n\n\n\n<p>\u5b66\u8005\u6a21\u578b\u4e2d\u7684\u4ee3\u8868\u662f\u83f2\u5229\u666e\u00b7\u79d1\u7279\u52d2\u5148\u751f\u53ca\u4f55\u9ebb\u6e29\u00b7\u5361\u5854\u52a0\u96c5\uff08Hermawan Kartajaya\uff09\u5148\u751f\u5728\u300a\u8425\u9500\u9769\u547d4.0\u300b\u4e2d\u63d0\u51fa\u7684\u201c5A\u201d\u6a21\u578b\uff0c\u8ba4\u77e5\uff08Aware\uff09-\u8bc9\u6c42\uff08Appeal\uff09-\u8be2\u95ee\uff08Ask\uff09-\u884c\u52a8\uff08Act\uff09-\u62e5\u62a4\uff08Adovate\uff09\u3002\u76f8\u8f83\u4e8e\u53d1\u6e90\u4e8e\u5e7f\u544a\u548c\u9500\u552e\u7684AIDA\u6a21\u578b\uff0c5A\u6a21\u578b\u63cf\u8ff0\u4e86\u4e00\u4e2a\u5178\u578b\u7684\u6570\u5b57\u65f6\u4ee3\u6d88\u8d39\u8005\u88ab\u52a8\u63a5\u53d7\u4fe1\u606f\u3001\u6fc0\u53d1\u5174\u8da3\u3001\u4e3b\u52a8\u83b7\u53d6\u4fe1\u606f\u3001\u8d2d\u4e70\u548c\u518d\u4f20\u64ad\u7684\u5168\u5916\u90e8\u884c\u4e3a\u8fc7\u7a0b\u3002<\/p>\n\n\n\n<p><strong>\u7b2c\u4e8c\u7c7b\u3001\u4f01\u4e1a\u6a21\u578b<\/strong><\/p>\n\n\n\n<p>\u56fd\u5185\u5916\u8bb8\u591a\u4e92\u8054\u7f51\u4f01\u4e1a\u90fd\u57fa\u4e8e\u81ea\u8eab\u4e1a\u52a1\u63a8\u51fa\u4e86\u81ea\u5df1\u7684\u94fe\u8def\u6a21\u578b\uff0c\u4ee3\u8868\u6a21\u578b\u5305\u62ec\uff1a<\/p>\n\n\n\n<p><strong>Google<\/strong>\u63d0\u51fa\u7684micro-moments\u6a21\u578b\uff0cGoogle\u5c06\u7528\u6237\u641c\u7d22\u884c\u4e3a\u5206\u4e3a\u56db\u79cd\u60c5\u5883\uff0c\u5305\u62ec\uff1a\u597d\u5947\u65f6\u523b\uff08I-want-to-know moments\uff09,\u63a2\u7d22\u65f6\u523b\uff08 I-want-to-go moments\uff09,\u884c\u52a8\u65f6\u523b\uff08 I-want-to-do moments\uff09,\u8840\u62fc\u65f6\u523b\uff08 I-want-to-buy moments\uff09\u3002<\/p>\n\n\n\n<p><strong>\u963f\u91cc\u5df4\u5df4<\/strong>\u57fa\u4e8e\u7528\u6237\u884c\u4e3a\u6570\u636e\u63d0\u51faAIPL\u6a21\u578b\u6765\u5bf9\u987e\u5ba2\u5206\u7fa4\uff0cA\uff08Awareness\uff09,\u54c1\u724c\u8ba4\u77e5\u4eba\u7fa4\uff0c\u5305\u62ec\u88ab\u54c1\u724c\u89e6\u8fbe\u548c\u54c1\u7c7b\u8bcd\u641c\u7d22\u7684\u4eba\uff1bI\uff08Interest\uff09,\u54c1\u724c\u5174\u8da3\u4eba\u7fa4\uff0c\u5305\u62ec\u5e7f\u544a\u70b9\u51fb\u3001\u6d4f\u89c8\u54c1\u724c\/\u5e97\u94fa\u4e3b\u9875\u3001\u53c2\u4e0e\u54c1\u724c\u4e92\u52a8\u3001\u6d4f\u89c8\u4ea7\u54c1\u8be6\u60c5\u9875\u3001\u54c1\u724c\u8bcd\u641c\u7d22\u3001\u9886\u53d6\u8bd5\u7528\u3001\u8ba2\u9605\/\u5173\u6ce8\/\u5165\u4f1a\u3001\u52a0\u8d2d\u6536\u85cf\u7684\u4eba\uff1bP\uff08Purchase\uff09,\u54c1\u724c\u8d2d\u4e70\u4eba\u7fa4\uff0c\u6307\u8d2d\u4e70\u8fc7\u54c1\u724c\u5546\u54c1\u7684\u4eba\uff0c\u9488\u5bf9\u65b0\u5ba2\uff1bL\uff08Loyalty\uff09,\u54c1\u724c\u5fe0\u8bda\u5ea6\u4eba\u7fa4\uff0c\u5305\u62ec\u590d\u8d2d\u3001\u8bc4\u8bba\u548c\u5206\u4eab\u7b49\uff0c\u9488\u5bf9\u8001\u5ba2\u3002<\/p>\n\n\n\n<p>\u5de8\u91cf\u5f15\u64ce\u878d\u5408\u79d1\u7279\u52d25A\u6a21\u578b\u540e\uff08\u540e\u6587\u6211\u4eec\u4f1a\u4ecb\u7ecd5A\uff09\u63d0\u51fa\u4e86GROW\u6a21\u578b\uff0c\u5305\u62ecGain\uff08\u54c1\u724c\u77e5\u540d\u5ea6\uff09\u3001Relation Deepening\uff08\u6df1\u5ea6\u79cd\u8349\uff09\u3001OwnedSelf-Media\uff08\u4f17\u5a92\u517b\u6210\uff09\u548cWord of Mouth\uff08\u53e3\u7891\u5efa\u8bbe\uff09\u3002<\/p>\n\n\n\n<p><strong>\u7231\u5947\u827a<\/strong>\u4e5f\u57fa\u4e8e\u5176\u89c6\u9891\u5e7f\u544a\u63d0\u51fa\u201cAACAR\u8425\u9500\u6a21\u578b\u201d\uff0c\u5305\u62ecAttention\u5f15\u8d77\u6ce8\u610f\u3001Association\u4ea7\u751f\u8054\u60f3\u3001Consensus\u5171\u9e23\u5171\u8bc6\u3001Action\u8d2d\u4e70\u884c\u4e3a\u3001Reputation\u53e3\u7891\u3002<\/p>\n\n\n\n<p><strong>\u7b2c\u4e09\u7c7b\u3001<span class=\"wpcom_keyword_link\"><a href=\"https:\/\/www.growthhk.cn\/\" target=\"_blank\" title=\"\u589e\u957f\u9ed1\u5ba2\">\u589e\u957f\u9ed1\u5ba2<\/a><\/span>\u6a21\u578b<\/strong><\/p>\n\n\n\n<p>\u589e\u957f\u9ed1\u5ba2\u6a21\u578b\u5373AARRR\u6a21\u578b\uff0c\u662f\u4e92\u8054\u7f51\u8fd0\u8425\u754c\u6d41\u4f20\u6700\u5e7f\u7684\u94fe\u8def\u6a21\u578b\uff0c\u56e0\u4e3a\u5b83\u662f\u4ece\u8fd0\u8425\u89c6\u89d2\u63d0\u51fa\u7684\u4efb\u52a1\u5f0f\u94fe\u8def\uff0c\u5e76\u4e14\u66f4\u9002\u7528\u4e8e\u4e92\u8054\u7f51\u4ea7\u54c1\uff0c\u5206\u4e3a\u4e94\u4e2a\u6b65\u9aa4\uff1a\u83b7\u53d6\u7528\u6237\uff08Acquisition\uff09\u3001\u63d0\u9ad8\u6d3b\u8dc3\u5ea6\uff08Activation\uff09\u3001\u63d0\u9ad8\u7559\u5b58\u7387\uff08Retention\uff09\u3001\u83b7\u53d6\u6536\u5165\uff08Revenue\uff09\u548c\u81ea\u4f20\u64ad\uff08Refer\uff09\u3002<\/p>\n\n\n\n<p>\u4ee5\u4e0a\u4e09\u7c7b\u6a21\u578b\u7efc\u5408\u6765\u770b\uff0c\u6211\u4eec\u4f1a\u53d1\u73b0\u5176\u63d0\u70bc\u89c6\u89d2\u5404\u4e0d\u76f8\u540c\uff0c\u4ed6\u4eec\u4e4b\u95f4\u7684\u5173\u7cfb\u662f\u4ec0\u4e48\u5374\u6709\u5f85\u601d\u8003\u3002\u6709\u7684\u7ad9\u5728\u7528\u6237\u5fc3\u7406\u53ca\u884c\u4e3a\u89c6\u89d2\uff0c\u59825A\uff1b\u6709\u7684\u7ad9\u5728\u7528\u6237\u884c\u4e3a\u89c6\u89d2\u5982\u4f55Google\u7684Micro-Moments\uff1b\u6709\u7684\u7ad9\u5728\u4f01\u4e1a\u884c\u4e3a\u89c6\u89d2\uff0c\u4f8b\u5982AARRR\u6a21\u578b\u3002\u7136\u800c\uff0c\u5982\u679c\u4e0d\u6307\u5411\u4f01\u4e1a\u7684\u7ecf\u8425\u76ee\u7684\uff0c\u5219\u518d\u591a\u7684\u94fe\u8def\u6a21\u578b\u4e5f\u53ea\u662f\u4e00\u79cd\u667a\u529b\u6109\u60a6\u3002<\/p>\n\n\n\n<p>\u6240\u4ee5\u9700\u8981\u4e00\u4e2a\u66f4\u5168\u666f\u7684\uff0c\u57fa\u4e8e\u4f01\u4e1a\u5e94\u7528\u5c42\u9762\u7684\u878d\u5408\uff0c\u8981\u80fd\u591f\u7b26\u5408\u6211\u53cd\u590d\u6240\u8a00\u7684\u201c\u597d\u8425\u9500\u201d\u2014\u2014\u201c\u4e0a\u5f97\u53bb\u3001\u62c6\u5f97\u5f00\u3001\u843d\u5f97\u4e0b\u201d\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u4e8c\u3001\u878d\u5408\uff1a\u4ec0\u4e48\u624d\u662f\u6570\u5b57\u65f6\u4ee3\u7684\u8425\u9500\u94fe\u8def\u5168\u666f\uff0c\u54ea\u4e94\u6761\u94fe\u8def\uff1f<\/strong><\/h2>\n\n\n\n<p>\u6211\u4eec\u5728\u54a8\u8be2\u5b9e\u8df5\u4e2d\u53d1\u73b0\uff0c\u4e0d\u540c\u89c6\u89d2\u7684\u94fe\u8def\u5fc5\u987b\u6709\u673a\u7ed3\u5408\uff0c\u624d\u80fd\u5b8c\u6210\u4ece\u5206\u6790\u5230\u5b9e\u8df5\u518d\u5230\u76d1\u6d4b\u7684\u95ed\u73af\u3002\u56e0\u6b64\uff0c\u6211\u4eec\u5728\u4e1a\u754c\uff0c\u878d\u5408\u5e76\u9996\u5148\u63d0\u51fa\u6307\u5411\u4f01\u4e1a\u7ecf\u8425\u76ee\u7684\u7684\u4e94\u6761\u94fe\u8def\uff1a<\/p>\n\n\n\n<p>\u94fe\u8def1\uff1a\u6d88\u8d39\u8005\u5fc3\u7406\u94fe\u8def\u2014\u2014\u6d88\u8d39\u8005\u7684\u5b8c\u6574\u8d2d\u4e70\u5fc3\u7406\u8fdb\u7a0b<\/p>\n\n\n\n<p>\u94fe\u8def2\uff1a\u6d88\u8d39\u8005\u884c\u4e3a\u94fe\u8def\u2014\u2014\u5bf9\u5e94\u5fc3\u7406\u8fdb\u7a0b\u7684\u6d88\u8d39\u8005\u5916\u663e\u884c\u4e3a\u8def\u5f84<\/p>\n\n\n\n<p>\u94fe\u8def3\uff1a\u4f01\u4e1a\u884c\u4e3a\u7ba1\u7406\u94fe\u8def\u2014\u2014\u4f01\u4e1a\u91c7\u53d6\u4ec0\u4e48\u884c\u52a8\u5f71\u54cd\u6d88\u8d39\u8005\u5fc3\u7406\u53ca\u884c\u4e3a<\/p>\n\n\n\n<p>\u94fe\u8def4\uff1a\u5a92\u4ecb\u94fe\u8def\u2014\u2014\u901a\u8fc7\u4ec0\u4e48\u5a92\u4ecb\u5f71\u54cd\u6d88\u8d39\u8005\u5fc3\u7406\u53ca\u884c\u4e3a<\/p>\n\n\n\n<p>\u94fe\u8def5\uff1a\u8425\u9500\u6548\u7387\u6d4b\u91cf\u94fe\u8def\u2014\u2014\u5982\u4f55\u7ba1\u7406\u4ee5\u4e0a\u8425\u9500\u8fc7\u7a0b\u4e2d\u7684\u8425\u9500\u6548\u7387<\/p>\n\n\n\n<p>\u8bfb\u8005\u53ef\u4ee5\u53d1\u73b0\uff0c\u8fd9\u4e94\u6761\u94fe\u8def\u662f\u4e00\u4e2a\u76f8\u4e92\u534f\u540c\u7684\u903b\u8f91\uff0c\u5b83\u771f\u6b63\u5e2e\u52a9\u4f01\u4e1a\u8fdb\u884c\u4f20\u64ad\u8d39\u7528\u6295\u8d44\u51b3\u7b56\uff0c\u4ee5\u53ca\u5982\u4f55\u5b9a\u4e49\u201c\u771f\u7ed3\u679c\u201d\u548c\u201d\u597d\u7ed3\u679c\u201d\u3002\u4f46\u662f\u5728\u4eca\u5929\u6570\u636e\u4ee5\u53ca\u57fa\u4e8e\u6570\u636eA\/B\u6d4b\u8bd5\u8d2f\u901a\u7684\u65f6\u4ee3\uff0c\u6bcf\u4e2a\u94fe\u8def\u70b9\u90fd\u53ef\u4ee5\u8d8b\u5411\u91cf\u5316\u548c\u52a8\u6001\u53cd\u9988\uff0c\u8ba9\u6bcf\u4e00\u7b14\u8425\u9500\u4f20\u64ad\u6295\u8d44\u6548\u679c\u53ef\u56de\u6eaf\u3002<\/p>\n\n\n\n<p><strong>\u94fe\u8def\u4e00\uff1a\u6d88\u8d39\u8005\u5fc3\u7406\u94fe\u8def<\/strong><\/p>\n\n\n\n<p>\u94fe\u8def\u4e00\uff1a\u201c\u6d88\u8d39\u8005\u5fc3\u7406\u94fe\u8def\u201d\uff08\u6765\u6e90\uff1a\u6234\u7ef4L.\u9a6c\u745f\u65af\u535a\uff08DavidL.Mothersbaugh\uff09\u4e0e\u5fb7\u5c14I.\u970d\u91d1\u65af\uff08DelI.Hawkins\uff09\u300a\u6d88\u8d39\u8005\u884c\u4e3a\u5b66\uff1a\u6784\u5efa\u5e02\u573a\u8425\u9500\u6218\u7565\u300b<\/p>\n\n\n\n<p>\u6d88\u8d39\u8005\u884c\u4e3a\u5b66\u8ba4\u4e3a\uff0c\u987e\u5ba2\u7684\u8d2d\u4e70\u51b3\u7b56\u884c\u4e3a\u662f\u53d7\u987e\u5ba2\u7684\u201c\u5185\u5fc3\u56e0\u7d20\u201d\u548c\u793e\u4f1a\u201c\u5916\u90e8\u56e0\u7d20\u201d\u5171\u540c\u5f71\u54cd\u4e0b\u800c\u53d1\u751f\u7684\u3002\u800c\u53d1\u751f\u5728\u987e\u5ba2\u5fc3\u667a\u4e2d\u7684\u201c\u5185\u5fc3\u620f\u201d\uff0c\u5c31\u662f\u5e02\u573a\u8425\u9500\u7ba1\u7406\u4e2d\u6700\u9690\u79d8\u548c\u5e95\u5c42\u7684\u94fe\u8def\uff0c\u6d88\u8d39\u8005\u8ba4\u77e5\u4e0e\u5fc3\u7406\u94fe\u8def\u53ef\u5927\u81f4\u5206\u4e3a\u56db\u5927\u9636\u6bb5\u548c\u516d\u4e2a\u5177\u4f53\u9636\u6bb5\uff1a\u987e\u5ba2\u9700\u6c42\u5524\u9192\u3001\u8d2d\u4e70\u52a8\u673a\u4ea7\u751f\u3001\u5e7f\u544a\u4fe1\u606f\u5904\u7406\u548c\u8bb0\u5fc6\u3001\u60c5\u7eea\u548c\u6001\u5ea6\u5f62\u6210\uff0c\u800c\u6d88\u8d39\u8005\u5728\u6bcf\u4e2a\u5fc3\u7406\u9636\u6bb5\uff0c\u8868\u73b0\u7740\u4e0d\u540c\u7684\u8ba4\u77e5\u4e60\u60ef\u548c\u504f\u597d\u3002\u5728\u6b64\u6211\u4eec\u65e8\u5728\u4e3a\u5927\u5bb6\u5c55\u793a\u4e00\u4e2a\u5168\u666f\u56fe\uff0c\u4e0d\u6df1\u5165\u5c55\u5f00\u3002<\/p>\n\n\n\n<p><strong>\u94fe\u8def\u4e8c\uff1a\u6d88\u8d39\u8005\u884c\u4e3a\u94fe\u8def<\/strong><\/p>\n\n\n\n<p>2017\u5e74\uff0c\u79d1\u7279\u52d2\u63d0\u51fa\u6570\u5b575A\u6a21\u578b\u2014\u2014\u4e86\u89e3Aware\u3001\u5438\u5f15Appeal\u3001\u95ee\u8be2Ask\u3001\u62e5\u62a4Advocate\u3001\u884c\u52a8Act\uff0c\u53ef\u4ee5\u4ece5A\u7684\u5b50\u5143\u7d20\u4e2d\u770b\u5230\uff0c5A\u662f\u628a\u6d88\u8d39\u8005\u5fc3\u7406\uff0c\u9010\u6e10\u8fc7\u6e21\u5230\u6d88\u8d39\u8005\u884c\u4e3a\u3002\u8fd9\u91cc\u9762\u6709\u4e00\u4e2a\u9690\u542b\u7684\u5047\u8bbe\u662f\u2014\u2014\u57fa\u4e8e\u6d88\u8d39\u8005\u5fc3\u7406\u548c\u60c5\u7eea\u7684\u9a71\u52a8\uff0c\u6d88\u8d39\u8005\u4f1a\u91c7\u53d6\u4e00\u7cfb\u5217\u76f8\u5e94\u7684\u5916\u663e\u884c\u52a8\uff0c\u8fd9\u4e9b\u884c\u4e3a\u53ef\u4ee5\u88ab\u4f01\u4e1a\u76f4\u63a5\u89c2\u5bdf\u548c\u7ba1\u7406\u3002\u5728\u6570\u5b57\u65f6\u4ee3\uff0c\u8fd9\u4e9b\u987e\u5ba2\u5916\u663e\u884c\u4e3a\u53ef\u4ee5\u88ab\u66f4\u52a0\u7ec6\u81f4\u548c\u5168\u9762\u7684\u8bb0\u5f55\u3001\u5206\u6790\u548c\u7ba1\u7406\u3002\u8fd9\u5c31\u662f\u6211\u4eec\u5e38\u8bf4\u7684\u6d88\u8d39\u8005\u65c5\u7a0b\uff08Customer Journey\uff09\u3002\u5b57\u8282\u8df3\u52a8\u5c31\u5728\u7528\u79d1\u7279\u52d2\u76845A\u53d1\u5c55\u4e0e\u8861\u91cf\u6570\u5b57\u8425\u9500\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2021\/06\/Sb7OQrd4C3HdaL.png\" alt=\"\u4e94\u6761\u8425\u9500\u94fe\u8def\uff1a\u518d\u770b\u54c1\u724c\u5e7f\u544aVS\u6d41\u91cf\u5e7f\u544a | \u589e\u957f\u79d1\u5b66\u7b2c2\u8c08\"\/><\/figure>\n\n\n\n<p>\u94fe\u8def\u4e8c\uff081\uff09\uff1a\u4ee55A\u4e3a\u5e95\u5c42\u903b\u8f91\u7684\u201c\u6d88\u8d39\u8005\u5fc3\u7406\u94fe\u8def\u201d\uff08\u6765\u6e90\uff1a\u79d1\u7279\u52d2\uff09<\/p>\n\n\n\n<p>\u6d88\u8d39\u8005\u65c5\u7a0b\uff08Customer Journey\uff09\u5982\u679c\u8f6c\u6362\u6210\u52a8\u4f5c\u89c6\u89d2\uff0c\u6211\u4eec\u5373\u53ef\u8fdb\u5316\u51fa\u4e00\u6761\u65b0\u7684\u6d88\u8d39\u8005\u884c\u4e3a\u94fe\u8def\uff0c\u6211\u4eec\u5c06\u5176\u603b\u7ed3\u4e3a\u516b\u4e2a\u5173\u952e\u884c\u4e3a\uff1a\u89c1\u3001\u641c\u3001\u5165\u3001\u6bd4\u3001\u8fdb\u3001\u8d2d\u3001\u8054\u3001\u6269\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2021\/06\/Sb7OQs6AHHiu9j.png\" alt=\"\u4e94\u6761\u8425\u9500\u94fe\u8def\uff1a\u518d\u770b\u54c1\u724c\u5e7f\u544aVS\u6d41\u91cf\u5e7f\u544a | \u589e\u957f\u79d1\u5b66\u7b2c2\u8c08\"\/><\/figure>\n\n\n\n<p>\u94fe\u8def\u4e8c\uff082\uff09\uff1a\u6d88\u8d39\u8005\u884c\u4e3a\u94fe\u8def\u2014\u2014\u89c1\/\u641c\/\u5165\/\u6bd4\/\u8fdb\/\u8d2d\/\u8054\/\u6269\uff08\u6765\u6e90\uff1a<span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/%e7%8e%8b%e8%b5%9b\" title=\"\u738b\u8d5b\" target=\"_blank\">\u738b\u8d5b<\/a><\/span>\uff09<\/p>\n\n\n\n<p>\u6d88\u8d39\u8005\u65c5\u7a0b\u4e2d\u7684\u516b\u5927\u73af\u8282\u8ba9\u4f01\u4e1a\u53ef\u4ee5\u6293\u4f4f\u5230\u6d88\u8d39\u8005\u89e6\u70b9\uff1a\u770b\u89c1\uff08\u89c1\uff09\u3001\u641c\u7d22\uff08\u641c\uff09\u3001\u8fdb\u5165\u843d\u5730\u9875\uff08\u5165\uff09\u3001\u6bd4\u8f83\uff08\u4e0e\u7ade\u4e89\u5bf9\u624b\u6bd4\u8f83\u7684\u4fe1\u606f\uff09\u3001\u8fdb\uff08\u8fdb\u5e97\uff09\u3001\u8d2d\u4e70\uff08\u8d2d\uff09\u3001\u4e0e\u4f01\u4e1a\u5e73\u53f0\u8fde\u63a5\uff08\u8054\uff09\u3001\u88c2\u53d8\u548c\u63a8\u8350\uff08\u6269\uff09\u3002\u8fd9\u6761\u94fe\u8def\u6700\u5927\u4f18\u52bf\u662f\u628a\u6d88\u8d39\u8005\u884c\u4e3a\uff0c\u548c\u4f01\u4e1a\u53ef\u4ee5\u7ba1\u7406\u7684\u884c\u4e3a\u6253\u901a\uff0c\u6bd4\u5982\u4f01\u4e1a\u90fd\u505a\u5185\u5bb9\u8425\u9500\uff0c\u800c\u5728\u516b\u5927\u73af\u8282\u4e2d\u7684\u5185\u5bb9\u8425\u9500\u6307\u5411\u7684\u610f\u4e49\u5374\u4e0d\u540c\u2014\u2014\u4ee5\u65b0\u80fd\u6e90\u8f66\u4e3a\u4f8b\uff0c\u6709\u4e9b\u6570\u5b57\u4fe1\u606f\u662f\u4e3a\u4e86\u201c\u89c1\u201d\uff0c\u8ba9\u6f5c\u5728\u9700\u6c42\u7684\u6d88\u8d39\u8005\u770b\u5230\u54c1\u724c\u4fe1\u606f\uff1b\u6709\u4e9b\u4fe1\u606f\u662f\u4e3a\u4e86\u201c\u6bd4\u201d\uff0c\u8fd9\u91cc\u5c31\u6d89\u53ca\u5230\u54c1\u724c\u5982\u4f55\u951a\u5b9a\uff0c\u6bd4\u5982\u851a\u6765\u4e00\u76f4\u951a\u5b9a\u7279\u65af\u62c9\uff0c\u4e3a\u5176\u589e\u5f3a\u4e86\u5de8\u5927\u7684\u54c1\u724c\u52bf\u80fd\u3002<\/p>\n\n\n\n<p>\u6d88\u8d39\u8005\u884c\u4e3a\u94fe\u8def\u4e0a\u76848\u4e2a\u5173\u952e\u52a8\u4f5c\uff0c\u53c8\u53ef\u4ee5\u5206\u4e3a\u201c\u8d2d\u4e70\u524d\u94fe\u8def\u201d\u548c\u201c\u8d2d\u4e70\u540e\u94fe\u8def\u201d\u4e24\u90e8\u5206\u3002<\/p>\n\n\n\n<p>\u5728\u524d\u94fe\u8def\u9636\u6bb5\uff0c\u89c1\u641c\u5165\u6bd4\uff0c\u6d88\u8d39\u8005\u901a\u8fc7\u201c\u770b\u89c1\u54c1\u724c\u3001\u641c\u7d22\u54c1\u724c\u3001\u70b9\u5f00\u8fdb\u5165\u641c\u7d22\u5185\u5bb9\u3001\u5c06\u54c1\u724c\u4e0e\u5176\u4ed6\u66ff\u4ee3\u65b9\u6848\u5bf9\u6bd4\u201d\uff0c\u6765\u5b8c\u6210\u5bf9\u54c1\u724c\u7684\u8ba4\u77e5\uff0c\u4f01\u4e1a\u53ef\u4ee5\u901a\u8fc7\u5185\u5bb9\u4e0e\u4f20\u64ad\u6765\u5f71\u54cd\u6d88\u8d39\u8005\uff1b\u5728\u540e\u94fe\u8def\u9636\u6bb5\uff0c\u8fdb\u8d2d\u8054\u6269\uff0c\u6d88\u8d39\u8005\u901a\u8fc7\u201c\u8fdb\u5165\u95e8\u5e97\uff08\u7ebf\u4e0a\/\u7ebf\u4e0b\uff09\u3001\u8fdb\u884c\u8d2d\u4e70\u3001\u4e0e\u54c1\u724c\u7684\u5ba2\u6237\u7559\u5b58\u5e73\u53f0\u8fdb\u884c\u8054\u7ed3\u3001\u62e5\u62a4\u54c1\u724c\u5e76\u5206\u4eab\u201d\uff0c\u5b8c\u6210\u8d2d\u4e70\u548c\u6269\u6563\uff0c\u4f01\u4e1a\u53ef\u4ee5\u901a\u8fc7\u65b0\u8d2d\u7269\u8005\u8425\u9500\uff08new shopper marketing\uff09\u6765\u5f71\u54cd\u6d88\u8d39\u8005\u3002<\/p>\n\n\n\n<p>\u8fd9\u4e5f\u662f\u4e3a\u4ec0\u4e48\u8981\u5c06\u884c\u4e3a\u94fe\u8def\u5355\u72ec\u5212\u5206\u51fa\u6765\uff0c\u6b63\u662f\u662f\u56e0\u4e3a\u5fc3\u7406\u94fe\u8def\u4f01\u4e1a\u65e0\u6cd5\u7ba1\u7406\uff0c\u800c\u884c\u4e3a\u94fe\u8def\u662f\u53ef\u4ee5\u7ba1\u7406\uff0c\u4f01\u4e1a\u662f\u53ef\u4ee5\u52a0\u5f3a\u5f71\u54cd\u529b\u7684\u3002<\/p>\n\n\n\n<p>\u5f53\u7136\uff0c\u8fd9\u516b\u4e2a\u8282\u70b9\u662f\u6211\u4eec\u6839\u636e\u5171\u6027\u603b\u7ed3\u51fa\u7684\u6700\u5927\u516c\u7ea6\u6570\uff0c\u4e0d\u540c\u884c\u4e1a\u94fe\u8def\u957f\u77ed\u4e0d\u540c\u3002\u590d\u6742\u51b3\u7b56\u7c7b\u4ea7\u54c1\uff0c\u5176\u987e\u5ba2\u884c\u4e3a\u94fe\u8def\u5f80\u5f80\u8f83\u957f\uff0c\u9700\u8981\u5728\u6bcf\u4e00\u4e2a\u884c\u4e3a\u8282\u70b9\u8fdb\u884c\u5e03\u5c40\uff0c\u907f\u514d\u987e\u5ba2\u884c\u4e3a\u94fe\u8def\u7684\u65ad\u88c2\uff0c\u4f8b\u5982\u6c7d\u8f66\u884c\u4e1a\u5c31\u5c5e\u4e8e\u6b64\u7c7b\uff1b\u4e60\u60ef\u6027\u8d2d\u4e70\/\u5bfb\u6c42\u591a\u6837\u6027\u4ea7\u54c1\uff0c\u5176\u987e\u5ba2\u884c\u4e3a\u94fe\u8def\u5f80\u5f80\u8f83\u77ed\uff0c\u9700\u8981\u5728\u5173\u952e\u8282\u70b9\u8fdb\u884c\u8d44\u6e90\u503e\u659c\u6295\u5165\uff0c\u4fc3\u6210\u987e\u5ba2\u884c\u4e3a\u7684\u8f6c\u5316\uff0c\u4f8b\u5982\u77e5\u540d\u4e3b\u64ad\u7684\u76f4\u64ad\u5e26\u8d27\u6d3b\u52a8\uff0c\u89c1\u5230\u8d2d\u53d1\u751f\u5728\u51e0\u79d2\u5185\u5c31\u5b8c\u6210\u4e86\uff0c\u8df3\u8fc7\u4e86\u641c\u5165\u6bd4\u8fdb\u7684\u6b65\u9aa4\u3002<\/p>\n\n\n\n<p><strong>\u94fe\u8def\u4e09\uff1a\u4f01\u4e1a\u884c\u4e3a\u7ba1\u7406\u94fe\u8def<\/strong><\/p>\n\n\n\n<p>\u8fd9\u6761\u94fe\u8def\u662f\u4f01\u4e1a\u6700\u5b9e\u7528\u4e5f\u6700\u5173\u5fc3\u7684\u4e00\u6761\u94fe\u8def\u3002\u5982\u679c\u8bf4\u524d\u4e24\u6761\u94fe\u8def\u662f\u5206\u6790\u578b\u94fe\u8def\uff0c\u90a3\u4e48\u4ece\u8fd9\u6761\u94fe\u8def\u5f00\u59cb\u5c31\u8fdb\u5165\u4e86\u64cd\u4f5c\u578b\u94fe\u8def\u3002\u2014\u2014\u4f01\u4e1a\u8981\u51b3\u5b9a\u5728\u8fd9\u4e2a\u7528\u6237\u884c\u4e3a\u89e6\u70b9\uff0c\u662f\u5426\u8981\u5e72\u9884\u4ee5\u53ca\u5982\u4f55\u5e72\u9884\u987e\u5ba2\u7684\u884c\u4e3a\uff0c\u5f71\u54cd\u6d88\u8d39\u8005\u7684\u51b3\u7b56\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2021\/06\/Sb7OQtIG01QvQo.png\" alt=\"\u4e94\u6761\u8425\u9500\u94fe\u8def\uff1a\u518d\u770b\u54c1\u724c\u5e7f\u544aVS\u6d41\u91cf\u5e7f\u544a | 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\u5bf9\u7167\u7ec4\uff1a\u73b0\u884c\u652f\u4ed8\u6d41\u7a0b\uff0c\u7528\u6237\u5728\u4e0b\u5355\u9875\u9762\u9700\u8981\u540c\u65f6\u652f\u4ed8\u79df\u91d1\u4e0e\u62bc\u91d1\uff1b<\/p>\n\n\n\n<p>&#8211; \u5b9e\u9a8c\u7ec4\uff1a\u65b0\u65b9\u6848\uff0c\u7528\u6237\u5728\u8ba2\u5355\u652f\u4ed8\u5b8c\u6210\u540e\uff0c\u518d\u8fdb\u5165\u62bc\u91d1\u7f34\u7eb3\u9875\u3002<\/p>\n\n\n\n<p>\u6d4b\u8bd5\u8fd0\u884c\u4e24\u5468\u540e\uff0c\u56e2\u961f\u53d1\u73b0\u5b9e\u9a8c\u7ec4\u6bd4\u5bf9\u7167\u7ec4\u4e0a\u5347\u4e867%\uff0c\u589e\u957f\u975e\u5e38\u660e\u663e\u3002\u4e8e\u662f\u609f\u7a7a\u79df\u8f66\u5bf9\u4ea7\u54c1\u8fdb\u884c\u4e86\u8fed\u4ee3\uff0c\u5728\u63d0\u5347\u7528\u6237\u4f53\u9a8c\u7684\u540c\u65f6\uff0c\u4e5f\u4e3a\u5e73\u53f0\u5e26\u6765\u4e867%\u7684\u6536\u5165\u589e\u957f\u3002<\/p>\n\n\n\n<p>\u5f53\u7136\uff0c\u968f\u7740\u4f01\u4e1a\u7684\u9010\u6b65\u53d1\u5c55\uff0c\u5e94\u5f53\u5f62\u6210\u5bf9\u5404\u4e2a\u73af\u8282\u8fdb\u884c\u7ba1\u7406\u7684\u95ed\u73af\uff0c\u8fd9\u6837\u6bcf\u4e2a\u73af\u8282\u7684\u8425\u9500\u6548\u7387\u624d\u53ef\u63a7\uff0c\u6574\u4f53\u7684\u8425\u9500\u6295\u8d44\u56de\u62a5\u7387\uff08ROMI\uff09\u624d\u80fd\u505a\u5230\u5fc3\u4e2d\u6709\u6570\u3002<\/p>\n\n\n\n<p><strong>\u94fe\u8def\u56db\uff1a\u5a92\u4ecb\u7ba1\u7406\u94fe\u8def<\/strong><\/p>\n\n\n\n<p>\u786e\u5b9a\u5728\u54ea\u51e0\u4e2a\u73af\u8282\u5e72\u9884\u987e\u5ba2\u884c\u4e3a\u540e\uff0c\u5c31\u80fd\u591f\u5339\u914d\u51fa\u8425\u9500\u4f20\u64ad\u9700\u8981\u7684\u5a92\u4ecb\uff0c\u6253\u7a7f\u5a92\u4ecb-\u89e6\u70b9-\u987e\u5ba2\u884c\u4e3a-\u987e\u5ba2\u5fc3\u7406\u7684\u95ed\u73af\uff0c\u76f4\u6307\u987e\u5ba2\u51b3\u7b56\u3002<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2021\/06\/Sb7ORNnEQwmf3d.png\" alt=\"\u4e94\u6761\u8425\u9500\u94fe\u8def\uff1a\u518d\u770b\u54c1\u724c\u5e7f\u544aVS\u6d41\u91cf\u5e7f\u544a | 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class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2021\/06\/Sb7OROCGpinifY.png\" alt=\"\u4e94\u6761\u8425\u9500\u94fe\u8def\uff1a\u518d\u770b\u54c1\u724c\u5e7f\u544aVS\u6d41\u91cf\u5e7f\u544a | 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\u5efa\u7acb\u6570\u5b57\u7ecf\u6d4e\u65f6\u4ee3\u7684\u8425\u9500BPR<\/p>\n\n\n\n<p>\u6211\u4eec\u66fe\u63d0\u51fa\uff0c\u6570\u5b57\u8425\u9500\u662f\u6570\u5b57\u5316\u8f6c\u578b\u7684\u5165\u53e3\uff0c\u56e0\u4e3a\u4f01\u4e1a\u7684\u53d8\u9769\u5fc5\u662f\u4ece\u9700\u6c42\u5012\u903c\u4f9b\u7ed9\u3002\u5982\u4f55\u4e3a\u65e7\u7ec4\u7ec7\u6784\u5efa\u51fa\u65b0\u80fd\u529b\uff1f\u4f20\u7edf\u4f01\u4e1a\u5fc5\u987b\u7ecf\u5386\u4e00\u6b21\u4ee5\u94fe\u8def\u4e3a\u6838\u5fc3\u7684\u6570\u5b57\u8425\u9500BPR\uff08Business Process Reengineering\uff0c\u4e1a\u52a1\u6d41\u7a0b\u91cd\u7ec4\uff09\uff0c\u4ee5\u9002\u5e94\u6570\u5b57\u5316\u65f6\u4ee3\u3002<\/p>\n\n\n\n<p>\u8fc7\u53bb\u7684\u8425\u9500\u73af\u8282\u5355\u4e00\uff0c\u54c1\u724c\u3001\u5185\u5bb9\u3001\u5a92\u4ecb\u7b49\u5404\u4e2a\u5c0f\u56e2\u961f\u7684\u201c\u5de5\u4f5c\u76ee\u6807\u3001\u7b56\u7565\u6253\u6cd5\u3001\u65f6\u95f4\u8282\u594f\u201d\u90fd\u662f\u72ec\u7acb\u4e0e\u5272\u88c2\u7684\uff0c\u800c\u5728\u94fe\u8def\u89c6\u89d2\u4e0b\u7684\u8425\u9500\u5fc5\u987b\u6253\u7834\u7ec4\u7ec7\u5185\u90e8\u7684\u5899\uff0c\u6309\u7167\u8425\u9500\u6548\u7387\u6d4b\u91cf\u94fe\u8def\u4f7f\u6bcf\u4e2a\u804c\u80fd\u80cc\u8d1f\u4e0d\u540c\u73af\u8282\u7684\u7ec6\u5206\u6307\u6807\uff0c\u91cd\u7ec4\u8fc7\u53bb\u5782\u76f4\u4f5c\u4e1a\u6d41\u7a0b\uff0c\u5f62\u6210\u5185\u5bb9\u5236\u4f5c\u3001\u5a92\u4ecb\u9009\u62e9\u3001\u6295\u653e\u3001\u4f18\u5316\u3001\u7528\u6237\u8f6c\u5316\u4e0e\u8fde\u63a5\u3001\u7528\u6237\u590d\u8d2d\u4e0e\u8fd0\u8425\u73af\u73af\u76f8\u6263\u4e92\u76f8\u914d\u5408\u7684\u65b0\u6d41\u7a0b\u3002<\/p>\n\n\n\n<p>\u7b2c\u4e09\uff0c\u8fce\u63a5\u65b0\u7684\u8425\u9500\u7ba1\u7406\u65f6\u4ee3<\/p>\n\n\n\n<p>\u8fc7\u53bb60\u5e74\uff0c\u5e02\u573a\u8425\u9500\u5df2\u7ecf\u8d70\u8fc7\u4e86\u4e09\u4e2a\u65f6\u4ee3\uff1a<\/p>\n\n\n\n<p>\u4e00\u3001\u9700\u6c42\u5927\u4e8e\u4f9b\u7ed9\u7684\u201c\u5de5\u4e1a\u5316\u65f6\u4ee3\u201d\u3002\u6b64\u65f6\u8425\u9500\u7ba1\u7406\u7684\u8303\u56f4\u4e3b\u8981\u662f4P\u7ba1\u7406\uff0c\u200d\u200d\u4ea7\u54c1\u7531\u7814\u53d1\u90e8\u95e8\u8d1f\u8d23\uff0c\u5728\u201c\u4ea7\u54c1\u3001\u4ef7\u683c\u201d\u4e24\u4e2a\u53d8\u91cf\u57fa\u672c\u786e\u5b9a\u7684\u60c5\u51b5\u4e0b\uff0c\u8425\u9500\u4eba\u5458\u7684\u7ba1\u7406\u4e2d\u5fc3\u5728\u6e20\u9053\u548c\u4fc3\u9500\uff0c\u4e5f\u5c31\u662f\u83f2\u5229\u666e\u79d1\u7279\u52d2\u5148\u751f\u8bb2\u7684push and pull\u201c\u5e7f\u544a+\u4fc3\u9500\u201d\uff0c\u4e00\u4e2a\u200d\u200d\u662f\u63a8\uff0c\u5f71\u54cd\u6d88\u8d39\u8005\u200d\u200d\u8ba4\u77e5\uff0c\u4e00\u4e2a\u662f\u62c9\uff0c\u200d\u5f71\u54cd\u6d88\u8d39\u8005\u8d2d\u4e70\uff1b<\/p>\n\n\n\n<p>\u4e8c\u3001\u5927\u9700\u6c42\u3001\u5927\u4f9b\u7ed9\u7ec4\u6210\u7684\u201c\u540e\u5de5\u4e1a\u5316\u65f6\u4ee3\u201d\u3002\u5728\u201c\u5927\u4f9b\u6c42\u65f6\u4ee3\u201d\uff0c\u4f9b\u7ed9\u53d8\u591a\u4e86\uff0c\u6709\u90e8\u5206\u4f01\u4e1a\u5f00\u59cb\u5c06\u5e02\u573a\u8425\u9500\u7684\u7ba1\u7406\u8303\u56f4\uff0c\u4ece\u201cpush and pull\u201d\u6269\u5927\uff0c\u9996\u5148\u662f\u201cSTP\uff08\u7ec6\u5206\u3001\u76ee\u6807\u5e02\u573a\u9009\u62e9+\u5b9a\u4f4d\uff09+4P\uff08\u4ea7\u54c1\u3001\u4ef7\u683c\u3001\u6e20\u9053\u3001\u9500\u552e\u4fc3\u8fdb\uff09\u201d\uff0c\u7136\u540e\u524d\u5411\u4e00\u4f53\u5316\u5230\u5bf9\u6e20\u9053\u5546\u7684\u7cbe\u7ec6\u5316\u7ba1\u7406\uff0c\u4e0e\u6e20\u9053\u5546\u4e00\u4f53\u5316\uff0c\u63d0\u5347\u6548\u7387\u5b9e\u73b0\u5728\u7ec8\u7aef\u7684\u62e6\u622a\uff0c\u8fd9\u5c31\u662f\u201c\u6df1\u5ea6\u5206\u9500\u201d\u6a21\u5f0f\uff0c\u540c\u65f6\uff0c\u4e3a\u4e86\u4fdd\u8bc1\u8fd9\u5957\u4f53\u7cfb\u200d\u200d\u66f4\u504f\u5411\u4e8e\u6d88\u8d39\u8005\uff0c\u5728\u63a8\u5e7f\u7aef\u5b9e\u65bd\u201c\u6574\u5408\u8425\u9500\u4f20\u64ad\u201d\uff0c\u5728\u6e20\u9053\u7aef\u5b9e\u65bd\u200d\u200d\u8d2d\u7269\u8005\u8425\u9500\uff08Shopper marketing\uff09\uff0c\u200d\u200d\u6309\u7167\u6d88\u8d39\u8005\u600e\u4e48\u505a\u8d2d\u4e70\u51b3\u7b56\u7684\u6807\u51c6\u6765\u5012\u63a8\u7ebf\u4e0a\/\u7ebf\u4e0b\u52a8\u4f5c\u3002\u8425\u9500\u7ba1\u7406\u7684\u8303\u56f4\uff0c\u5728\u8fd9\u4e2a\u65f6\u4ee3\u53d8\u6210\u4e86\u201cShoppermarketng+\u6df1\u5ea6\u200d\u200d\u5206\u9500+\u6574\u5408\u8425\u9500\u4f20\u64ad\u201d\uff1b<\/p>\n\n\n\n<p>\u4e09\u3001\u4ee5\u4fe1\u606f\u788e\u7247\u5316\u4e3a\u7279\u5f81\u7684\u201c\u7ecf\u6d4e\u4e30\u9976\u5316\u201d\u65f6\u4ee3\u3002\u4fe1\u606f\u7684\u788e\u7247\u5316\u4e0e\u53bb\u4e2d\u5fc3\u5316\u662f\u6570\u5b57\u65f6\u4ee3\u4fe1\u606f\u7684\u4e3b\u8981\u7279\u5f81\u3002\u6d88\u8d39\u8005\u63a5\u6536\u4fe1\u606f\u7684\u65b9\u5f0f\uff0c\u6d88\u8d39\u8005\u505a\u51b3\u7b56\u7684\u5224\u65ad\u65b9\u5f0f\uff0c\u5f00\u59cb\u53d8\u5f97\u66f4\u4e3a\u591a\u6837\uff1b\u4ece\u4f9b\u6c42\u5173\u7cfb\u6765\u770b\uff0c\u76ee\u524d\u8fd8\u53e0\u52a0\u4e86\u201c\u4e30\u9976\u7ecf\u6d4e\u65f6\u4ee3\u201d\u7684\u7279\u5f81\uff0c\u6d88\u8d39\u8005\u7684\u65f6\u95f4\u4efd\u989d\u3001\u80c3\u90e8\u4efd\u989d\u3001\u94b1\u5305\u4efd\u989d\u3001\u65f6\u7a7a\u5e8f\u5217\u90fd\u662f\u6709\u9650\u7684\uff0c\u800c\u4f01\u4e1a\u7684\u4f9b\u7ed9\u662f\u65e0\u9650\u7684\u3002\u5012\u6302\u7684\u4f9b\u6c42\u5173\u7cfb\u903c\u8feb\u4f01\u4e1a\u53bb\u5efa\u7acb\u4e0e\u6d88\u8d39\u8005\u76f4\u63a5\u6c9f\u901a\u7684\u6e20\u9053\uff0c\u548c\u5bf9\u6d88\u8d39\u8005\u9700\u6c42\u3001\u6d88\u8d39\u8005\u51b3\u7b56\u70b9\u8fdb\u884c\u7ba1\u7406\u7684\u80fd\u529b\uff0c\u5426\u5219\u5c06\u9762\u5bf9\u52a3\u5e01\u9010\u826f\u5e01\u7684\u5c40\u9762\u3002\u8fd9\u4e2a\u65f6\u4ee3\u9762\u4e34\u7684\u662f\u201cSTP+\u65b0\u94fe\u8def\u7ec4\u5408\u201d\u3002<\/p>\n\n\n\n<p>\u57fa\u4e8e\u5927\u65f6\u4ee3\u7684\u6f14\u8fdb\uff0c\u6211\u4eec\u624d\u53ef\u53bb\u770b\u5f85\u6bcf\u4e00\u79cd\u7b56\u7565\u8c03\u6574\u80cc\u540e\uff0c\u5176\u7ec6\u8282\u7684\u5f20\u529b\u548c\u6d8c\u52a8\u529b\u7684\u6765\u6e90\u3002\u4eceBD(bigdata)\u5927\u6570\u636e\u4e0d\u65ad\u5411DD\uff08decision data\u51b3\u7b56\u6570\u636e\uff09\uff0c\u4ece\u6574\u5408\u4f20\u64ad\u5230\u57fa\u4e8e\u94fe\u8def\u548cA\/B\u6d4b\u8bd5\uff0c\u8425\u9500\u79d1\u5b66\u8d8a\u6765\u8d8a\u626e\u6f14\u589e\u957f\u7684\u50ac\u5316\u5242\u3002<\/p>\n\n\n\n<p>\u6700\u540e\uff0c\u56de\u5230\u6211\u7ecf\u5e38\u5f15\u7528\u7684\uff0c\u83f2\u5229\u666e\u79d1\u7279\u52d2\u90a3\u53e5\u8bdd\u2014\u2014\u5e02\u573a\uff08Market\uff09\u6bd4\u5e02\u573a\u8425\u9500(Marketing)\u53d8\u5316\u5f97\u66f4\u5feb\u3002\u4f46\u662f\uff0c\u6211\u4eec\u60f3\u8865\u5145\u7684\u662f\uff0c\u7406\u5ff5\u7531\u5b9e\u8df5\u800c\u6d8c\u51fa\uff0c\u4f46\u53c8\u5fc5\u7136\u56de\u53bb\u6307\u5bfc\u66f4\u5e7f\u9614\u7684\u5b9e\u8df5\u3002<\/p>\n\n\n\n<p>\u4ece\u6574\u5408\u8425\u9500\u4f20\u64ad\uff08Integrated Marketing Communication,IMC\uff09\u5230\u6570\u5b57\u8425\u9500\u94fe\u8def\uff08Digital Marketing Chain,DMC\uff09\uff0c\u4ee5\u53ca\u672c\u6587\u6240\u63d0\u51fa\u7684\u4e94\u6761\u94fe\u8def\uff0c\u6211\u4eec\u770b\u91cd\u7684\u662f\uff0c\u4f01\u4e1a\u754c\u5e94\u8be5\u6ce8\u91cd\u8fd9\u573a\u4e0d\u540c\u4e8e\u4f20\u7edf\u8425\u9500\u7684\u6570\u5b57\u53d8\u9769\uff0c\u5e76\u4e0a\u5347\u5230\u6d88\u8d39\u8005\u884c\u4e3a\u4ef7\u503c\u94fe\u7684\u9ad8\u5ea6\u53bb\u4fef\u77b0\uff0c\u8ba8\u8bba\u7b56\u7565\u624d\u5177\u5907\u6574\u4f53\u611f\u3001\u6218\u7565\u611f\u548c\u7cfb\u7edf\u611f\uff0c\u624d\u4e0d\u4f1a\u88ab\u5e26\u504f\u3002<\/p>\n\n\n\n<p class=\"has-text-align-center\">\u2014\u2014 \u5982\u679c\u89c9\u5f97\u6587\u7ae0\u8fd8OK\uff0c\u8bf7\u8f6c\u53d1 \u2014\u2014<\/p>\n\n\n\n<p class=\"has-vivid-red-color has-text-color\"><strong>\u7279\u522b\u63d0\u793a\uff1a\u5173\u6ce8\u672c\u4e13\u680f\uff0c\u522b\u9519\u8fc7\u884c\u4e1a\u5e72\u8d27\uff01<\/strong><\/p>\n\n\n\n<p>PS\uff1a\u672c\u53f8\u627f\u63a5 \u5c0f\u7ea2\u4e66 \/ \u6dd8\u5b9d\u901b\u901b \/ \u6296\u97f3 \/ \u767e\u5ea6\u7cfb \/ \u77e5\u4e4e \/ \u5fae\u535a\/\u5927\u4f17\u70b9\u8bc4 \u7b49 \u5168\u7f51\u5404\u5e73\u53f0\u63a8\u5e7f\uff1b<\/p>\n\n\n\n<p class=\"has-luminous-vivid-orange-color has-text-color\">\u54a8\u8be2\u5fae\u4fe1\uff1a139 1053 2512 (\u540c\u7535\u8bdd)<\/p>\n\n\n\n<p><strong>\u9996\u5e2d\u589e\u957f\u5b98CGO\u8350\u8bfb\uff1a<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>\u300a<a rel=\"noreferrer noopener\" href=\"https:\/\/www.growthhk.cn\/tag\/%e9%a6%96%e5%b8%ad%e5%a2%9e%e9%95%bf%e5%ae%98\" target=\"_blank\">\u9996\u5e2d\u589e\u957f\u5b98 \u2013 \u589e\u957f\u9ed1\u5ba2 Growth Hacker<\/a>\u300b<\/li><li>\u300a<a rel=\"noreferrer noopener\" href=\"https:\/\/www.growthhk.cn\/tag\/%e5%b0%8f%e7%ba%a2%e4%b9%a6\" target=\"_blank\">\u5c0f\u7ea2\u4e66 \u2013 \u589e\u957f\u9ed1\u5ba2 Growth Hacker<\/a>\u300b<\/li><li>\u300a<a href=\"https:\/\/www.growthhk.cn\/tag\/%E8%A7%86%E9%A2%91%E5%8F%B7\" target=\"_blank\" rel=\"noreferrer noopener\">\u89c6\u9891\u53f7 \u2013 \u589e\u957f\u9ed1\u5ba2 Growth Hacker<\/a>\u300b<\/li><\/ul>\n\n\n\n<p>\u66f4\u591a\u7cbe\u5f69\uff0c\u5173\u6ce8\uff1a\u589e\u957f\u9ed1\u5ba2\uff08GrowthHK.cn\uff09<\/p>\n\n\n\n<p>\u589e\u957f\u9ed1\u5ba2\uff08Growth Hacker\uff09\u662f\u4f9d\u9760\u6280\u672f\u548c\u6570\u636e\u6765\u8fbe\u6210\u5404\u79cd\u8425\u9500\u76ee\u6807\u7684\u65b0\u578b\u56e2\u961f\u89d2\u8272\u3002\u4ece\u5355\u7ebf\u601d\u7ef4\u8005\u65f6\u5e38\u5ffd\u7565\u7684\u89d2\u5ea6\u548c\u9ad8\u5ea6\uff0c\u68b3\u7406\u6574\u5408\u4ea7\u54c1\u53d1\u5c55\u7684\u56e0\u7d20\uff0c\u5b9e\u73b0\u4f4e\u6210\u672c\u751a\u81f3\u96f6\u6210\u672c\u5e26\u6765\u7684\u6709\u6548\u589e\u957f\u2026<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u6570\u5b57\u8425\u9500\u94fe\u8def\uff08Digital Marketing Chain,DMC\uff09\u662f\u7ee7\u6574\u5408\u8425\u9500\u4f20\u64ad\uff08Integrated Marketing 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