广东11选5

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让品牌自己“说话”,营销应该这样做

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让品牌自己“说话”,营销应该这样做

发布日期:2019-09-19 作者: 点击:


微信图片_20180427102218_副本.jpg

  1RANGDUZHEJING“WANGWENWENQIE”ZENGJINPINPAIGANZHI

  RANGPINPAIZIZHU“SHUOHUA”,ZAIWOKANLAI,JIUSHIRANGPINPAIZAIJIANSHOUQIYECHUXINDEJICHUSHANG,FUYUQIYIXIEYUZHONGBUTONGDETEZHI。DUZHERUHETINGQUSHUDIANQIYEPINPAIDEFASHENG,ZAIWOKANLAI,KEYIGUINACHENGWEITONGGUODUIQIYE“WANGWENWENQIE”JIGEFANGMIANDEJIECHULAIZENGJINLEJIE。

  WANG:BIAOZHUNDANYOUBUSHITESEDEDIANXING。YILOGOLVWEIZHUSHIJUEDEOUSHICHUCHUANG,YIJIDIANNEIHONGHEIXIANGJIANFUYIDALIANGYUANMUSEJIDIAODEDIANNEICHENLIE。ZHEISHIGUOQU10NIANXIXIFUYIZHIYANYONGDE2.0BANBEN“parkSHUDIAN”,ERQIEZAIBUTONGCHENGSHIDEMENDIANLI,CHUCHUANGHEKAFEIGUANQIANGMIANHAIHUITIANJIAGENDANGDITESEQIANGGUANLIANDEYUANSU,SHIXIXIFUGUANYU“ZHUTITIYANLIANSUOJINGZHISHUDIAN”ZHEIYIDINGWEIDEWANMEICHANSHU,XIANGXINZHEIYESHIHENDUOSHUYOUSHUOQIXIXIFUHOUYINGRUNAOHAIDEDIYIFANYING。CIWAI,XIXIFUSHUDIANDEDIANXINGBINGFEIYICHENGBUBIAN,JIUXIANG2.0parkSHUDIANDEDIANXINGSHISUIZHEXIXIFUSHUDIANYUSHANGYEGOUWUZHONGXINSHENDUHEZUOQUANMIANKAIHUAYANSHENERLAIYIYANG,SUIZHELINGSHOUSHANGYEMOSHIDEBIANGENGHEXIAOFEIZHEXIAOFEIXUQIUXIGUANDEBIANHUA,XIXIFUSHUDIANZAIJINNIANKAISHI3.0SHIDAI,HAIJIANGZAIXIANYOUparkSHUDIANDEJICHUSHANG,LUXUTUICHU“HEIBIAO”“LVBIAO”HE“HONGBIAO”DIANDENGSHENGJIDIANXING。

广东11选5  TONGGUOYUSHIJUJINDEDIANXINGGENGXINDIEDAI,RANGDUZHEMINGLEXIXIFUSHUDIANDUIYUYUEDUTUIGUANGZHEIJIANSHIQINGYIZHIBAOCHICHUANGYIHEXIANGQIANDEYUANDONGLI。

  WEN:TINGMINGBIANYI。XIXIFU,MINGCHENGYUANQIYUXIXIFUSISHENHUA。XIXIFUSICONGSHIDESHILIANXUDEYUNDONG,MEIYOUMUDE,WUSUOWEISHANECHENGBAI,ZHEIGEXINGDONGKANSHANGQUFANGFOSHIWUXIAODE,DANTABAOHANZHERANGRENWEIJUDENEIRONG。QUQIJIANRENBUBADEHANYI,DAIDIANXISHENGJINGSHEN,WOMENXIWANGKEYICHENGWEITUSHUXINGYEHUOZHEWENHUAXINGYEDEXIXIFUSI。XIWANGDUZHETINGDAOMINGCHENG,JIUKEYIDAZHILIJIEWOMENDECHUZHONGHEJIANSHOUDELINIAN。

  WEN:DUIYUTUSHUYINGXIAODECHUANGXINXINGYANJIUCONGWEITINGZHI。WEILEZUOHAOSHUDIAN、JINERZUOHAO“YUEDUTUIGUANG”,XIXIFUSHUDIANDUIYUKETIYANJIUCONGWEITINGZHI。ZHEIGEYANJIUZAINEIBUERYANSHIHENDUOGEGUANYUCHANPIN、YUNYINGDENGGEFANGMIANDEKETI;CONGWAIBUERYAN,DUZHEKEYIZHIGUANGANSHOUDEBUFENJIUSHI,XIXIFUSHUDIANJINLIANGNIANLAI,YIZHIZAISIKAOHECHANGSHI,RUHELIYONGWULIMENDIANDEYOUSHI,JI“XUANSHUMIMANGZHENG”SHUYOUYIQIESHIDEYUEDUYINDAO,ZAIYENEIYINDAOYIXIEGUANYUSHUJIDEXINCHAO。JIEZHIMUQIAN,YIJINGCHENGGONGSHIYANLEZHONGDIANDANSHUYINGXIAOMOSHIHEZHUTIGUANZHUMINGRENSHUJIAXIANGMU,FENBIECONGDANBENSHUJIHEJIEDUANXINGYUEDUZHUTIDEFANGXIANG,ZAIYEJIEFACHUXIXIFUDAIBIAOXINGDESHENGYIN。ZHEIYIDONGZUODAIJIYONGHUDEZHIGUANYINGXIANGJIUSHI:YOUSHAHAOSHU,KANXIXIFUDEDANSHUYINGXIAO;ZUIJINYENEIGUANZHUNAFANGMIANDEZHUTI,KANXIXIFUDE“ZHUTIGUANZHU”MINGRENSHUJIAJIUDUILE。ZHEIZAIWUXINGDANGZHONGJIUXINGCHENGLEYIGUGUKEYUQIYEZHIQIANDEXIANGHUXINLAIYUGONGTONGQIANJINDETUILI。

  QIE:TIYANZHISHANG,XIJIEZHISHENG。DUIYUYONGHUERYAN,DUIYIGEPINPAITEBIESHISHITISHUDIANDEPINPAIRENZHI,ZUIZHENSHIZUIZHIGUANDEGANSHOU,DANGSHUTASHENCHUQIZHONGSHINEIZHONGXIWEIZHENSHIDEGANSHOU。

  ZHEISHISHITISHUDIANANSHENLIMINGDEGUANJIAN,YESHIXIXIFUYIZHIZAIJIANCHIDESHIQING。JUTILAISHUO,CONGYONGHUJINRUXIXIFUSHUDIANDENEIYICHANEIKAISHI,JIUWUCHUBUZAI,BIRUBAOKUOMENDIANMIANJIDEXUANZE、SHUJIFENLEICHENLIEGUIHUANAIZHIBIANBU“HAILUKONG”QUANMIANERRENXINGHUADEDAOSHIXITONG,DOUSHIXIANGRANGYONGHUDUIWOMENDESHUDIANCHANSHENG“KEYIJIAYU”DEGANJUE,ERBUSHIMANGRANWUCUOGAN。CIWAI,WEILETIGONGGENGHAODEYUEDUHUANJING,WOMENZHUNBEILEUPSHILIANGKAFEIGUAN,RANGSHUXIANGKAFEIXIANGDAIJIYONGHUSHENXINDEFANGSONG;WEILEJIEJUEYUEDUYANSHENGDEGUANLIANXINGXUQIU,WOMENTIGONGLEWENCHUANGZHOUBIAN。SHENXINDEFANGSONGYUXIANGSHOU,ZHENGSHIDUIZHEIZHONGZHUANGTAIDEXIANGWANG,CAIHUIYOUMEINIANJINYIRENCIQIANWANGXIXIFUSHUDIAN。

广东11选5  2CHUBANSHEPINPAIYINGXIAO7DAFANGXIANG

  XIANGBIQITAXINGYE,CHUBANSHEDEPINPAIHENNANSHULI。YINWEIYINGXIANGDUZHEGOUMAIXINGWEIDEBINGBUSHICHUBANSHEDEPINPAI,GENGDUODESHIZUOZHEDEPINPAI。DANDANGXIAYUELAIYUEDUODECHUBANSHEZHONGSHIPINPAIXIAOYI,ZHIRUPINPAIDIAOXING,PINPAIDEJIAZHIZHUJIANTUXIAN。PINPAIDEYINGXIANGLI,SHIYIGECHUBANJIGOUDEHEXINJINGZHENGLI。TIXIANZAILIANGJUHUASHANG:“WEISHENMEZUOZHEYUANYIHENIHEZUO”?“WEISHENMEDUZHEYUANYIMAINIBIANDESHU”?RUHERANGCHUBANSHEPINPAIJUYOUZIZHU“SHUOHUA”DENENGLI,TISHENGPINPAIYINGXIAOXIAOYI?ZUOWEIZHANGJIANGWENYICHUBANSHEBEIJINGZHONGXIN,ZHANGJIANGXINSHIJI10YUNIANLAIDEPINPAIYINGXIAOZHILU,NULIZUODAOLIANGGE“JIZHI”,JI“ZUORENZUODAOJIZHI”HE“ZUOSHUZUODAOJIZHI”。

  DIYI,ZUORENSHISHULIPINPAIDEDIYIYAOSU。ZHANGJIANGXINSHIJIYIZHIJIANCHI“XIANZUOREN,HOUZUOSHU”。ZHEILI“ZUOREN”GUANJIANDESHIFUWUZUOZHEDENENGLI。ZHANGJIANGXINSHIJIYICHUBANMINGJIAZUOPINWENMING,ZHUZHONGYUGELINGYUZHONGBANGZUOZHEDEHEZUO。RULIUZHENYUN、ZHANGWEI、ZHANGKANGKANG、LIULIU、BAIYANSONG、NIPING、JINGYIDAN、LIUXIAOLINGTONG、ZHANGZHAOZHONG、ZHUXUNDENGJIBAIWEIMINGRENZUOPINJUNYOUZHANGJIANGXINSHIJICHUBAN。ZHANGJIANGXINSHIJISHIRUHEZUODAOYUZHEIXIEMINGRENHEGENGDUODEMINGRENCHIXUBUDUANDIHEZUODE?GUANJIANJIUSHIFUWUZUOZHEDENENGLI。ZHEILIDE“FUWU”,BUSHI“ZHULISHI”FUWU,ERSHI“CHUBANJINGJI”FUWU,JUTIFENWEISANGEFANGMIAN。

广东11选5  YISHIZHUANYE:TUXIANYUQITACHUBANJIGOUDEBIJIAOYOUSHI。CHUBANSHEBIANJIDUINEIRONG、DUISHICHANGDEJINGZHUNPANDUAN,WEIZUOZHEXIEZUOTIGONGQIANGYOULIDEZHICHIYUJIANYI,TEBIESHIDUIZUOZHEGERENPINPAIZHENGTIDEGUIHUA,ERBUSHIJINJINZUOYIBENSHU。ERSHIKAOPU:BAZHUANYEDESHIQINGYICIXINGZUOHAO,JIEJUEZUOZHEHOUGUZHIYOU。CHUBANSHEBIAN、YIN、FA、XUANGEHUANJIEJINMIPEIHE,QIANGDIAOMEIYOUZUOXIJIEDEGONGZUO,DENGYUMEIYOUZUOGONGZUO。SANSHICHENGXIN,ZUODAOSANGEJUEDUI:JUEDUIBUYINMANYINSHU,JUEDUIBUTUOQIANGAOCHOU,ZUOZHETICHUDEYOUGUANCHUBANDEWENTIJUEDUIDIYISHIJIANFANKUIHEJIEJUE。

  DIER,ZUOSHUSHIPINPAIZENGZHIDEDIYIFAZE。SHULIYONGHUSIWEI,TISHENGYONGHUYUEDUTIYAN。ZAIZHANGJIANGXINSHIJINEIBU,TONGSHIMENXIGUANBA“DUZHE”CHENGZUO“YONGHU”,ZHEITIXIANLENEIRONGJINGYINGZHUTIDUISHOUZHONGLIJIEDEJUDAZHUANBIAN,BENZHISHANGSHIGUANZHUSHOUZHONGDEQINGGANHUDONG。PINPAIYINGDEYONGHUDEGUANJIAN,BIAOZHUNZHIYOUYIGE,YONGHUSHIFOUYUANYIBANIDEPINPAIFENXIANGJISHENBIANDEREN。CONGSANGEFANGMIANRUSHOU,DAZAOYONGHUYUEDUTIYAN,CUCHENGFENXIANG。JUTIZUOFASHITISHENGYANZHI、FUWUSHENGJI、PINPAIKUAJIE。

  YISHITISHENGYANZHI。ZHEISHIYIGEJIANGJIUYANZHIDESHIDAI,TUSHUYEGAIMONENGWAI。ZAIDANGXIA,TUSHUDEPINXIANGDUIYUZHENGDUOYONGHUDEZHUYILIHEGOUMAILIDEZHONGYAOXINGZHISHAOZHANDAOWUCHENG。QINGZHUJIAODAXINXUEHECHENGBENDUIBUTONGYONGHUDINGWEIDESHUJI,XUANZEBUTONGDESHEJISIWEI。FENGMIANZHUANGZHEN、NEIWENPAIBAN、KAIBEN……RUTONGSHUDEZHUANGZHENSHEJIHUIGENGJIAKAOLVSHIHEERTONGYUEDU,BINGZHUZHONGANQUAN、HUANBAO;“HUPOJINGDIANWENCONG”GENGJIAYOULISHIDEHOUZHONGGAN;MINGJIAXIAOSHUODENGXUANZECHENWENNEILIANDESHEJI。ZHANGJIANGXINSHIJIXIWANGDUZHENADAOTUSHUSHI,NENGGOUDIYISHIJIANGANSHOUDAOPINPAIDEYONGXIN,NEIMEDUZHEDIERCIXUANZEDESHIHOUJIUHUIZAICIXUANZEWOMEN。

广东11选5  ERSHIFUWUSHENGJI。CHULEZHIZHISHU,ZHANGJIANGXINSHIJIZHUZHONGDAJIANYONGHUCHUIZHILINGYUDEZHISHITIXI。ZHANGJIANGXINSHIJIMUQIANCHULEZUOSHUZHIWAI,HAIZUOWEIKEDENGZHISHIFUFEIPINGTAI。YEJIUSHIRANGYIBENSHUBIANDEGENGLITI,RANGDUZHEKEYILEJIETUSHUZHIWAIGENGDUODEDONGXI,BINGKEYITONGGUOWENZI、SHIPIN、TUPIAN、SHENGYINDENGGEZHONGXINGSHILAILEJIE,MANZUDUZHEDUOFANGMIANDEXUQIU。TONGSHI,CHULEWENXUETICAI,ZHANGJIANGXINSHIJIHAIZHILIYUERTONG、JUNSHIDENGXUANTIDECHUBAN,BINGYUYINJIANLI、JINYINANDENGYIXIANZUOJIASHENDUHEZUO,GONGTONGWAJUEDUIDUZHEGENGYOUJIAZHIDENEIRONG。ZHEIXIEJUCUODOURANGZHANGJIANGXINSHIJIDEPINPAIGENGLITIGENGFENGMAN。

  SANSHIPINPAIKUAJIE。2017NIAN,ZHANGJIANGXINSHIJIWEILEDAZAOPINPAIYINGXIANGLI,YUXIAOHUANGCHEOFO、QICHEYANGCONGQUAN、YANGCHENGDITIEBAO(GUANGZHOUSHUXIANGJIEQIJIAN)DENGPINPAIJINXINGKUAJIEHEZUO。ZAIBUTONGDELINGYUSHULIZHANGJIANGXINSHIJIDEPINPAIXINGXIANG。ERZHEIXIEPINPAIDOUSHIZAIGELINGYUDESHUYISHUERDEPINPAI,TONGGUOYUZHEIXIEPINPAIQIANGQIANGLIANHE,QUDELE1+1>2DEXIANZHUXIAOGUO。ZAITUOKUANLEYINGXIANGLIDETONGSHI,YOUHUIKUILEDAZHONG,ZUODAOLEYUDUZHEDUOYUANHUARONGHE。

  3SHEJIAOMEITIKETIGAOPINPAIZIZHUSHUOHUA“FENBEI”

  ZAIZUOCHUGOUMAIJUECEQIAN,90%DEXIAOFEIZHEDUIPINPAIYIJINGYOULEMINGQUEGANZHI,RUZAIWANGSHANGSOUSUOGUANJIANCI、GUANKANXIANGGUANSHIPIN、CANJIADUIYINGXIANXIAHUODONGYIJIZHOUWEIRENDUIGAIPINPAIDEKOUBEIPINGJIADENG。

广东11选5  PINPAIYAOJUYOUZIZHU“SHUOHUA”DENENGLI,SHEJIAODUANDEFALIFEICHANGZHONGYAO。JIEZHIDAO2017NIAN5YUEZHONGGUOYIDONGSHEJIAOAPPDEYUEDUDULISHEBEISHUJIEJIN5.9YI,ForresterDIAOYANFAXIAN,PINPAIZIWOFASHENGZHIYOU20%XIAOFEIZHEXIANGXIN,XIANGFAN,70%XIAOFEIZHEXIANGXINPENGYOUHEJIARENDETUIJIAN,SHEJIAOSHUXINGZHIJIEYINGXIANGDUZHEDEXUANZE。

广东11选5  DIYI,YAOTONGGUOSHEJIAOMEITI(WEIXIN),XIYINDUZHE,ZHIZAOZUGOUDEAwareness(PINPAIRENZHI)YUInterests(XINGQU)。

  DIER,JIANGWEIXINZUOWEIYIGEZHENGTILIULIANGCHI,BINGTONGGUOSCRM(SHEJIAOHUAKEHUGUANXIGUANLIXITONG)YINGXIAOZIDONGHUAGENQITAQUDAODATONG,HAIMEIYOUZUOHAOGOUMAIZHUNBEIDEDUZHE,KEYIJILEIDAOYIWEIXINWEIZHUDAJIANDEQIANZAIDUZHECHIZIZHONG,CHIXUTIGONGGENPINPAIDEJIECHUDIANYUHUDONGDIAN,TUIJINPINPAIDERENZHI。

  ZAIJUTISHISHISHI,TONGGUOWEIXINTUWENDAZAOYOUZHINEIRONG,TIGAOWEIXINDEKUOSANXIAOYING。ZAINEIRONGSHENGCHANSHANG,YAOMINGQUENEIRONGBUJINJINSHITUWEN,ZAIXIANZHIBO、YOUZHIDIANZISHUXIAZAI、XIANXIAHUODONG,DOUSHINEIRONGDEFALIDIAN。ZAINEIRONGCHUANBOSHANG,JIYAODAJIANWEIXINQUN,YUDUZHESHENDUHUDONG,YEYAOMINGQUECHUANBOLIANTIAO,MINGQUEZHAODAOKOL(YIJIANLINGXIU),GENJU“GEBIERENWUFAZE”,DANGRENHEYICHANGLIUXINGSHISHANGDAOLAISHI,ZONGNENGFAXIANJIGEFEICHANGGUANJIANDERENWU。TAMENDUYOUDETEDIANHESHEHUIGUANXI,ZAIJIASHANGTAMENZIJIDEREQINGHEGERENMEILI,NENGGOUZUIGAOXIAOKUAISUDIJIANGXINXIZAIYIDINGFANWEINEISANBOKAILAI。QIYENENGFOUYINBAOCHAOLIUDEDIYIBUJIUSHIYAOCONGRENQUNZHONGZHAOCHUZHEIXIEGEBIEGUANJIANRENWULIYONGTAMENLAICHUANBOYINGXIAOXINXI,DIANRANLIUXINGCHAO,TIGAOPINPAIZIZHUSHUOHUADE“FENBEI”。

 

 

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