{"id":36623,"date":"2022-12-27T09:42:22","date_gmt":"2022-12-27T09:42:22","guid":{"rendered":"https:\/\/www.tyjzk.com\/?p=106055"},"modified":"2022-12-27T10:00:01","modified_gmt":"2022-12-27T10:00:01","slug":"%e4%b8%8d%e8%a6%81%e5%86%8d%e8%ae%a8%e8%ae%ba%e7%ba%a2%e5%88%a9%e4%ba%86%ef%bc%8c%e5%93%81%e7%89%8c%e9%9c%80%e8%a6%81%e7%9a%84%e6%98%af%e5%a4%8d%e5%88%a9","status":"publish","type":"post","link":"https:\/\/www.tyjzk.com\/?p=36623","title":{"rendered":"\u4e0d\u8981\u518d\u8ba8\u8bba\u7ea2\u5229\u4e86\uff0c\u54c1\u724c\u9700\u8981\u7684\u662f\u590d\u5229"},"content":{"rendered":"
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\u5b58\u91cf\u535a\u5f08\u65f6\u4ee3\uff0c\u4f01\u4e1a\u9762\u4e34\u7684\u4e09\u5927\u6311\u6218\u662f\u6d41\u91cf\u7ea2\u5229\u89c1\u9876\uff0c\u83b7\u5ba2\u6210\u672c\u9ad8\u6da8\uff0c\u5e02\u573a\u9700\u6c42\u75b2\u8f6f\uff0c\u6700\u7ec8\u5f53\u7ea2\u5229\u6563\u5c3d\uff0c\u54c1\u724c\u624d\u53d1\u73b0\u9519\u628a\u7ea2\u5229\u5f53\u6210\u4e86\u80fd\u529b\u3002\u9762\u5bf9\u8d8a\u60f3\u589e\u957f\u3001\u8d8a\u96be\u589e\u957f\u7684\u56f0\u5883\uff0c\u54c1\u724c\u5982\u4f55\u628a\u63e1\u771f\u6b63\u9a71\u52a8\u589e\u957f\u7684\u80fd\u529b\uff1f<\/section>\n
\u8fd1\u65e5\uff0c\u8d1d\u6069\u54a8\u8be2\u4e0e\u51ef\u5ea6\u7814\u7a76\u8054\u5408\u4e3e\u529e\u4e86\u201c\u62e5\u62b1\u53d8\u5c40\uff0c\u97e7\u6027\u589e\u957f\u201d\u8bba\u575b\u3002\u8d1d\u6069\u516c\u53f8\u5168\u7403\u4e13\u5bb6\u5408\u4f19\u4eba\u9c81\u79c0\u743c\uff0c\u51ef\u5ea6\u5927\u4e2d\u534e\u533aCEO\u66a8BrandZTM\u5168\u7403\u4e3b\u5e2d\u738b\u5e78\uff0c\u4ee5\u53ca\u591a\u4f4d\u4e1a\u754c\u5927\u5496\u7b49\u56f4\u7ed5\u201c\u65b0\u53d8\u5c40\u4e0b\u7684\u54c1\u724c\u589e\u957f\u673a\u9047\u4e0e\u8425\u9500\u7b56\u7565\u201d\uff0c\u63a2\u8ba8\u5728\u4f20\u7edf\u8425\u9500\u6253\u6cd5\u9010\u6e10\u5931\u6548\u7684\u5f53\u4e0b\uff0c\u54c1\u724c\u8425\u9500\u5e94\u8be5\u5347\u7ea7\u5230\u8de8\u8d8a\u5468\u671f\u5b9e\u73b0\u957f\u6548\u589e\u957f\u7684\u65b0\u601d\u7ef4\u3002<\/span><\/section>\n
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01<\/strong><\/strong><\/p>\n

\u54c1\u724c\u5f00\u521b\u65b0\u54c1\u65b0\u573a\u666f\u624d\u80fd\u7a81\u7834\u74f6\u9888\uff0c<\/strong><\/strong>\u5a92\u4f53\u6539\u53d8\u6d88\u8d39\u8005\u884c\u4e3a\u624d\u80fd\u9a71\u52a8\u589e\u957f<\/strong><\/p>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n

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<\/strong><\/section>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n
\u8d1d\u6069\u516c\u53f8\u5168\u7403\u4e13\u5bb6\u5408\u4f19\u4eba\u9c81\u79c0\u743c<\/span><\/strong>\u8ba4\u4e3a\uff0c\u6bcf\u4e00\u4e2a\u5927\u7684\u52a8\u8361\u671f\uff0c\u90fd\u662f\u54c1\u724c\u5efa\u8bbe\u7684\u5173\u952e\u7a97\u53e3\u671f\u3002\u975e\u5e38\u65f6\u671f\uff0c\u5934\u90e8\u54c1\u724c\u5177\u6709\u66f4\u5f3a\u7684\u98ce\u9669\u62b5\u5fa1\u80fd\u529b\uff0c\u5728\u590d\u82cf\u9636\u6bb5\uff0c\u5934\u90e8\u54c1\u724c\u4e5f\u53ef\u4ee5\u6700\u5feb\u901f\u5ea6\u6062\u590d\u3002\u73b0\u5728\u6b63\u662f\u6240\u6709\u8425\u9500\u4eba\u56de\u5f52\u521d\u5fc3\u7684\u6700\u597d\u65f6\u671f\uff0c\u91cd\u65b0\u601d\u8003\u54c1\u724c\u4ef7\u503c\u7684\u6301\u7eed\u589e\u957f\u3002<\/span><\/section>\n

<\/strong><\/span><\/p>\n

02<\/strong><\/p>\n

\u7acb\u8db3\u4e09\u5927\u805a\u7126\uff0c\u505a\u51fa\u4e09\u5927\u51cf\u6cd5<\/strong><\/strong><\/p>\n

\u7b2c\u4e00\uff0c\u5728\u5e02\u573a\u4f4e\u8ff7\u671f\u5e94\u805a\u7126\u6838\u5fc3\u4e1a\u52a1\uff0c\u51cf\u5c11\u957f\u5c3e\u4ea7\u54c1\u3002<\/span><\/strong><\/section>\n
\u6839\u636e\u5bf9\u6d88\u8d39\u54c1\u884c\u4e1a\u9886\u5148\u768430\u591a\u5bb6\u516c\u53f8\u7684\u5206\u6790\uff0c\u8d1d\u6069\u53d1\u73b0\u901a\u5e38\u6838\u5fc3\u4e1a\u52a1\u8d21\u732e\u4e86\u516c\u53f8\u8d85\u8fc790%\u7684\u5229\u6da6\u3002\u805a\u7126\u6838\u5fc3\u4e1a\u52a1\u5e76\u4e0d\u610f\u5473\u7740\u4e00\u6210\u4e0d\u53d8\uff0c\u53cd\u800c\u66f4\u5e94\u627e\u5230\u5f53\u4eca\u5f62\u52bf\u4e0b\u7684\u6d88\u8d39\u8005\u771f\u9700\u6c42\u3002\u6d88\u8d39\u8005\u4e0d\u662f\u6d88\u8d39\u4e0d\u8d77\uff0c\u800c\u662f\u627e\u4e0d\u5230\u6d88\u8d39\u7684\u7406\u7531\u4e86\u3002\u6240\u4ee5\u5fc5\u987b\u6839\u636e\u4e0d\u540c\u54c1\u7c7b\u6d88\u8d39\u8005\u7684\u771f\u9700\u6c42\uff0c\u5f00\u521b\u65b0\u4ea7\u54c1\uff0c\u6316\u6398\u65b0\u573a\u666f\uff0c\u62d3\u5c55\u65b0\u4eba\u7fa4\uff0c\u57f9\u517b\u65b0\u4e60\u60ef\uff0c\u5f00\u62d3\u6838\u5fc3\u4e1a\u52a1\u7684\u65b0\u589e\u957f\u673a\u4f1a\u3002<\/strong><\/span><\/section>\n
<\/section>\n
\u7b2c\u4e8c\uff0c\u805a\u7126\u54c1\u724c\u4ef7\u503c\uff0c\u51cf\u5c11\u6d41\u91cf\u4f9d\u8d56\u3002<\/span><\/strong><\/section>\n
\u5f88\u591a\u516c\u53f8\u5728\u52a8\u8361\u671f\u90fd\u8bf4\u8981\u5b58\u7cae\u8fc7\u51ac\uff0c\u4e3a\u4ec0\u4e48\u5934\u90e8\u54c1\u724c\u53cd\u800c\u66f4\u91cd\u89c6\u54c1\u724c\u6295\u5165\uff1f\u56e0\u4e3a\u6d88\u8d39\u8005\u4f1a\u66f4\u52a0\u8c28\u614e\uff0c\u628a\u94b1\u82b1\u5728\u66f4\u7a33\u59a5\u3001\u66f4\u5177\u786e\u5b9a\u6027\u3001\u4fe1\u8d56\u611f\u66f4\u5f3a\u7684\u54c1\u724c\u4e0a\uff1b\u540c\u65f6\u5e02\u573a\u4e0a\u7684\u566a\u97f3\u66f4\u4f4e\uff0c\u7ade\u4e89\u6027\u4f1a\u51cf\u5f31\uff0c\u54c1\u724c\u6562\u4e8e\u8d85\u989d\u6295\u653e\uff0c\u4f1a\u8d62\u5f97\u66f4\u5927\u7684\u5e02\u573a\u97f3\u91cf\uff0c\u62a2\u5360\u66f4\u5927\u7684\u5e02\u573a\u4efd\u989d\uff0c\u66f4\u5feb\u63d0\u5347\u54c1\u724c\u96c6\u4e2d\u5ea6\u3002\u6ca1\u6709\u8d85\u989d\u7684\u58f0\u97f3\u4efd\u989d(share of voice)\uff0c\u5c31\u5f88\u96be\u6709\u5e02\u573a\u4efd\u989d(share of market)\u7684\u8d85\u989d\u589e\u957f\u3002<\/strong>\u73af\u5883\u8d8a\u6311\u6218\uff0c\u8d8a\u8981\u6562\u4e8e\u53cd\u5411\u6295\u5165\uff0c\u7531\u88ab\u52a8\u589e\u957f\u53d8\u4e3b\u52a8\u589e\u957f\uff0c\u8fd9\u662f\u54c1\u724c\u7a7f\u8d8a\u5468\u671f\u7684\u5173\u952e\u3002<\/span><\/section>\n
<\/section>\n
\u7b2c\u4e09\uff0c\u805a\u7126\u6d88\u8d39\u8005\u884c\u4e3a\u6539\u53d8\uff0c\u51cf\u5c11\u65e0\u6548\u6295\u653e\u3002<\/span><\/strong><\/section>\n
\u5a92\u4f53\u4f20\u64ad\u8981\u805a\u7126\u6d88\u8d39\u8005\u884c\u4e3a\u7684\u6539\u53d8\uff0c\u901a\u8fc710+\u4ee5\u4e0a\u7684\u9ad8\u9891\u89e6\u8fbe\u5efa\u7acb\u65b0\u8ba4\u77e5\u65b0\u884c\u4e3a\u3002\u5728\u4e2d\u56fd\u6fc0\u70c8\u7ade\u4e89\u7684\u73af\u5883\u4e0b\uff0c\u53ea\u6709\u6781\u5c11\u6570\u6210\u719f\u7684\u57fa\u672c\u65e0\u7ade\u4e89\u5bf9\u624b\u7684\u7edd\u5bf9\u9886\u5bfc\u54c1\u724c\u53ea\u9700\u8981\u901a\u8fc7\u5a92\u4f53\u4f4e\u9891\u89e6\u8fbe\u8fdb\u884c\u54c1\u724c\u63d0\u793a\u5de9\u56fa\uff0c\u6765\u786e\u4fdd\u5e02\u573a\u5730\u4f4d\u3002\u9762\u5bf9\u7ade\u4e89\u6fc0\u70c8\u3001\u4e0d\u8fdb\u5219\u9000\u7684\u5e02\u573a\u73af\u5883\uff0c\u7edd\u5927\u591a\u6570\u54c1\u724c\u4ec5\u9760\u7ef4\u6301\u5de9\u56fa\u8bb0\u5fc6\u66f2\u7ebf\u96be\u4ee5\u5b88\u4f4f\u9635\u5730\uff0c\u8981\u9a71\u52a8\u65b0\u54c1\u65b0\u573a\u666f\u7684\u589e\u957f\uff0c\u5c31\u8981\u9ad8\u9891\u6b21\u66dd\u5149\u9ad8\u8d28\u91cf\u89e6\u8fbe\u624d\u80fd\u6709\u6548\u6539\u53d8\u65b0\u884c\u4e3a\u3002<\/strong><\/span><\/section>\n
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03<\/strong><\/span><\/p>\n

\u589e\u957f\u8981\u4ece\u91cf\u53d8\u5230\u8d28\u53d8\uff0c\u8425\u9500\u8981\u4ece\u6d41\u91cf\u5230\u6052\u91cf<\/strong><\/span><\/p>\n

\u9c81\u79c0\u743c\u8868\u793a\uff0c\u5e7f\u544a\u4e3b\u7684\u8425\u9500\u9884\u7b97\u666e\u904d\u6536\u7d27\uff0c\u7136\u800c\u5bf9\u4e8e\u901a\u8fc7\u65b0\u54c1\u3001\u65b0\u573a\u666f\u3001\u65b0\u4eba\u7fa4\u3001\u65b0\u5730\u57df\u7684\u7a81\u7834\u6765\u5b9e\u73b0\u589e\u957f\u76ee\u6807\u7684\u671f\u671b\u5374\u4f9d\u7136\u8feb\u5207\u3002\u56e0\u6b64\u7edd\u5927\u591a\u6570\u54c1\u724c\u7684\u8425\u9500\u65b0\u601d\u7ef4\u5e94\u8be5\u4ece\u9762\u9762\u4ff1\u5230\uff0c\u8ffd\u6c42\u5e7f\u6cdb\u8986\u76d6\uff0c\u5347\u7ea7\u5230\u201c\u96c6\u4e2d\u706b\u529b\uff0c\u6539\u53d8\u6d88\u8d39\u8005\u884c\u4e3a\u201d\u3002<\/strong>
<\/section>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n
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\u8981\u505a\u5230\u5a92\u4ecb\u771f\u6b63\u7684\u5347\u7ea7\uff0c\u6709\u4e09\u4e2a\u5173\u952e\u6539\u53d8\uff1a<\/span><\/section>\n
\u7b2c\u4e00\uff0c\u5a92\u4ecb\u89c4\u5212\u601d\u8def\u7684\u53d8\u5316\u3002<\/span><\/strong><\/section>\n
\u54c1\u724c\u65b9\u4ee5\u524d\u7684\u5a92\u4ecb\u4f20\u64ad\u601d\u8def\u662f\u4ee5\u6700\u4f4e\u6210\u672c\u89e6\u8fbe\u6700\u5e7f\u4eba\u7fa4\uff0c\u5c5e\u4e8e\u4f4e\u9891\u5de9\u56fa\u7684\u56de\u5fc6\u66f2\u7ebf\uff0c\u5728\u5f53\u4eca\u7684\u73af\u5883\u4e0b\u9700\u8981\u8fd0\u7528\u5b66\u4e60\u66f2\u7ebf\u539f\u7406\uff0c\u9a71\u52a8\u6d88\u8d39\u8005\u771f\u6b63\u7684\u884c\u4e3a\u6539\u53d8\uff0c\u7efc\u5408\u8003\u8651\u89e6\u8fbe\u5e7f\u5ea6\u3001\u89e6\u8fbe\u9891\u6b21\u548c\u89e6\u8fbe\u8d28\u91cf\u4e09\u4e2a\u91cd\u8981\u56e0\u7d20\u3002\u9488\u5bf9\u89e6\u8fbe\u5e7f\u5ea6\uff0c\u9700\u6ce8\u91cd\u5bf9\u76ee\u6807\u6d88\u8d39\u8005\u8fdb\u884c\u89c4\u6a21\u5316\u89e6\u8fbe\uff1b\u9488\u5bf9\u89e6\u8fbe\u9891\u6b21\uff0c\u805a\u7126\u9ad8\u9891\u9a71\u52a8\u884c\u4e3a\u6539\u53d8\uff1b\u9488\u5bf9\u89e6\u8fbe\u8d28\u91cf\uff0c\u8ffd\u6c42\u573a\u666f\u5316\u6c89\u6d78\u5f0f\u7684\u9ad8\u8d28\u91cf\u89e6\u8fbe\uff0c\u6fc0\u53d1\u8d2d\u4e70\u610f\u613f\u3002<\/strong><\/span><\/section>\n
\u7b2c\u4e8c\uff0c\u5a92\u4ecb\u8861\u91cf\u6307\u6807\u7684\u53d8\u5316\u3002<\/span><\/strong><\/section>\n
\u5e38\u7528\u7684\u6307\u6807\u5982\u89e6\u8fbeREACH\u548c\u6210\u672cCPM\u672c\u8d28\u4e0a\u90fd\u662f\u8fc7\u7a0b\u6307\u6807\uff0c\u5bf9\u4e8e\u5173\u6ce8\u89e6\u8fbe\u7387\u7684\u5e7f\u544a\u4e3b\u800c\u8a00\uff0c\u7ebf\u4e0a\u5a92\u4f53\u7684\u5b8c\u64ad\u7387\u666e\u904d\u8f83\u4f4e\uff0c\u5e73\u5747\u70b9\u5f00\u4e24\u79d2\u5c31\u5212\u8d70\uff0c\u8fd9\u4e2a\u89e6\u8fbe\u7387\u662f\u4f4e\u4ef7\u503c\u7684\u3002\u4eca\u5929\u7684\u5a92\u4ecb\u65b0\u601d\u7ef4\u5e94\u8be5\u662f\u4ee5\u9a71\u52a8\u6d88\u8d39\u8005\u884c\u4e3a\u6539\u53d8\u4e3a\u6807\u51c6\uff0c\u5982\u4f55\u9ad8\u9891\u9ad8\u8d28\u91cf\u89e6\u8fbe\u9a71\u52a8\u6d88\u8d39\u8005\u4ece\u8ba4\u77e5\u5230\u597d\u5947\uff0c\u5982\u4f55\u4ece\u8be2\u95ee\u5230\u884c\u52a8\uff0c\u4ee5\u884c\u4e3a\u6539\u53d8\u4e3a\u8bc4\u4ef7\u7ed3\u679c\uff0c<\/strong>\u4e0d\u4ec5\u5305\u62ec\u9500\u552e\u7ed3\u679c\uff0c\u800c\u662f\u5305\u62ec\u54c1\u724c\u8ba4\u77e5\u5168\u94fe\u8def\u7684\u7ed3\u679c\u6307\u6807\u3002<\/span><\/section>\n
\u7b2c\u4e09\uff0c\u5b9e\u73b0\u5a92\u4ecb\u65b9\u6cd5\u7684\u53d8\u5316\u3002<\/span><\/strong><\/section>\n
\u9488\u5bf9\u4e0d\u540c\u7684\u8425\u9500\u76ee\u6807\uff0c\u65e7\u6709\u7684\u7ecf\u9a8c\u4e3b\u4e49\u548c\u590d\u6742\u6a21\u578b\u5df2\u7ecf\u4e0d\u518d\u9002\u7528\uff0c\u5efa\u8bae\u4f7f\u7528\u654f\u6377\u6d4b\u8bd5\u7684\u65b9\u6cd5\uff0c\u66f4\u5feb\u7ed3\u679c\uff0c\u66f4\u4f4e\u6210\u672c\uff0c\u57fa\u4e8e\u6d88\u8d39\u8005\u884c\u4e3a\u6539\u53d8\u548c\u751f\u610f\u5b9e\u9645\u589e\u957f\u4f5c\u4e3a\u8861\u91cf\u6807\u51c6\uff0c\u6765\u8861\u91cf\u4e0d\u540c\u5a92\u4f53\u7684\u6709\u6548\u6027\u53ca\u6700\u4f73\u5a92\u4ecb\u7ec4\u5408\u3002<\/span><\/section>\n
\u8d1d\u6069\u8fc7\u53bb\u4e24\u5e74\u5bf9\u4f17\u591a\u56fd\u9645\u54c1\u724c\u8fdb\u884c\u4e86\u4e00\u7cfb\u5217\u7684\u8ffd\u8e2a\u548c\u6d4b\u8bd5\u53d1\u73b0\uff0c\u5f53\u4ee5\u65b0\u54c1\u65b0\u573a\u666f\u4e3a\u4e3b\u8981\u589e\u957f\u76ee\u6807\uff0c\u805a\u7126\u5728\u4ee5\u5206\u4f17\u4e3a\u4ee3\u8868\u7684\u9ad8\u8986\u76d6\u3001\u9ad8\u9891\u6b21\u3001\u9ad8\u8d28\u91cf\u89e6\u8fbe\u7684\u573a\u666f\u5a92\u4ecb\uff0c\u6700\u7ec8\u6240\u4ea7\u751f\u7684\u9500\u552e\u9a71\u52a8\u6548\u679c\u3001\u6d88\u8d39\u8005\u884c\u4e3a\u6539\u53d8\u6548\u679c\u5747\u660e\u663e\u4f18\u4e8e\u4f20\u7edf\u7684\u5a92\u4ecb\u7ec4\u5408\uff0c<\/strong>\u6d88\u8d39\u8005\u5bf9\u4e8e\u54c1\u724c\u4e0b\u4e00\u6b65\u7684\u8d2d\u4e70\u884c\u4e3a\u548c\u9009\u62e9\uff0c\u548c\u5b9e\u9645\u9500\u91cf\u7684\u63a8\u52a8\uff0c\u90fd\u4ea7\u751f\u4e86\u66f4\u9ad8\u7684\u8f6c\u5316\u3002<\/span><\/section>\n
\u4f8b\u5982\u8d1d\u6069\u516c\u53f8\u9488\u5bf9\u67d0\u56fd\u9645\u9876\u5c16\u7684\u996e\u6599\u54c1\u724c\uff0c\u5728\u56db\u4e2a\u7c7b\u578b\u76f8\u8fd1\u7684\u57ce\u5e02\u4e2d\u8fdb\u884c\u4e86\u4e0d\u540c\u5a92\u4ecb\u7684\u6d4b\u8bd5\u7ec4\u5408\u3002\u8be5\u54c1\u724c\u6b64\u524d\u4fa7\u91cd\u4e8e\u5916\u51fa\u5c31\u9910\u3001\u670b\u53cb\u805a\u4f1a\u573a\u666f\uff0c\u5728\u73b0\u4eca\u4eba\u7fa4\u6d41\u52a8\u6027\u4e0b\u964d\u7684\u60c5\u51b5\u4e0b\uff0c\u66f4\u504f\u91cd\u4e8e\u5b85\u5bb6\u573a\u666f\u3002\u8fc7\u53bb\u7684\u5a92\u4ecb\u89c4\u5212\u4e3b\u6253\u5168\u5e74\u957f\u671f\u5a92\u4ecb\u6295\u653e\uff0c\u4ee5\u4f4e\u6210\u672c\u89e6\u8fbe\u6700\u5e7f\u4eba\u7fa4\u3002\u65b0\u7684\u5a92\u4ecb\u89c4\u5212\u6d4b\u8bd5\u5219\u96c6\u4e2d\u9884\u7b97\uff0c\u77ed\u671f\u5185\u9ad8\u9891\u89e6\u8fbe\u5efa\u7acb\u65b0\u573a\u666f\uff0c\u805a\u7126\u79bb\u5b85\u5bb6\u573a\u666f\u6700\u8fd1\u7684\u5a92\u4f53\u89e6\u70b9\uff0c\u5b9e\u73b0\u89c4\u6a21\u5316\u7cbe\u51c6\u89e6\u8fbe\u5b85\u5bb6\u4eba\u7fa4\u3002\u4e3a\u4e86\u627e\u5230\u6700\u4f73\u7ec4\u5408\uff0c\u8fdb\u884c\u4e86\u56db\u4e2a\u57ce\u5e02\u56db\u7ec4\u654f\u6377\u6d4b\u8bd5\uff0c\u7ed3\u679c\u8868\u660e\u5728\u5206\u4f17\u7535\u68af\u5a92\u4f53\u5360\u6bd4\u4e3a60%\uff0c\u5176\u4ed6\u5a92\u4ecb\u4e3a40\uff05\u65f6\uff0c\u6574\u4f53\u5a92\u4ecb\u7ec4\u5408\u7684\u6295\u8d44\u56de\u62a5\u7387\u6700\u9ad8\u3002<\/strong><\/span><\/section>\n
<\/section>\n
\u5728\u4e0d\u786e\u5b9a\u6027\u7684\u5f53\u4e0b\uff0c\u786e\u5b9a\u6027\u7684\u8425\u9500\u4e4b\u9053\u662f\u805a\u7126\u6838\u5fc3\u4ea7\u54c1\uff0c\u96c6\u4e2d\u5a92\u4f53\u706b\u529b\uff0c\u901a\u8fc7\u65b0\u54c1\u5f15\u7206\u3001\u65b0\u573a\u666f\u89e6\u53d1\u3001\u62d3\u5c55\u65b0\u4eba\u7fa4\u3001\u57f9\u517b\u65b0\u4e60\u60ef\u9a71\u52a8\u589e\u957f\uff0c\u65b0\u65f6\u4ee3\u7684\u8425\u9500\u89c4\u5212\u5e94\u4ee5\u9a71\u52a8\u6d88\u8d39\u8005\u884c\u4e3a\u6539\u53d8\u4e3a\u8bc4\u4ef7\u6807\u51c6\uff0c\u901a\u8fc7\u654f\u6377\u6d4b\u8bd5\u63a8\u5bfc\u51fa\u6700\u4f18\u5a92\u4ecb\u7ec4\u5408\u3002<\/span><\/section>\n
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<\/section>\n<\/section>\n<\/section>\n
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04<\/strong><\/p>\n

\u6d41\u91cf\u7ea2\u5229\u53ef\u4ee5\u77ed\u671f\u957f\u5927\uff0c<\/strong>\u54c1\u724c\u590d\u5229\u624d\u80fd\u6301\u7eed\u53d8\u5f3a<\/strong><\/p>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n

\u51ef\u5ea6\u5927\u4e2d\u534e\u533aCEO\u66a8BrandZTM\u5168\u7403\u4e3b\u5e2d\u738b\u5e78<\/span><\/strong>\u5206\u4eab\u4e86\u5728\u8fc7\u53bb\u7684\u5341\u4e8c\u5e74\u4e2d\uff0cBrandZTM\u4e2d\u56fd\u54c1\u724c100\u5f3a\u80a1\u4ef7\u589e\u957f170%\uff0c\u540c\u671f\u7684MSCI\u4e2d\u56fd\u6307\u6570\u589e\u957f20%\u3002<\/span><\/section>\n

<\/p>\n

\u56fe\u7247\u6765\u6e90\uff1a\u51ef\u5ea6\u5927\u4e2d\u534e\u533aCEO\u66a8BrandZTM\u5168\u7403\u4e3b\u5e2d\u738b\u5e78<\/span><\/p>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n

\u5373\u4f7f\u5728\u75ab\u60c5\u53cd\u590d\u51b2\u51fb\u4e4b\u4e0b\uff0cMSCI\u4e2d\u56fd\u6307\u6570\u4e0b\u8dcc\u4e8632.3%\uff0c\u4e2d\u56fd\u54c1\u724c100\u5f3a\u4ecd\u7136\u575a\u97e7\u589e\u957f1.6%\u3002\u5f53\u6d41\u91cf\u7ea2\u5229\u6d88\u5931\uff0c\u9ad8\u8d28\u91cf\u54c1\u724c\u624d\u662f\u7a7f\u8d8a\u5468\u671f\u7684\u6838\u5fc3\u4fdd\u969c\u3002<\/strong><\/span><\/section>\n
<\/section>\n

05<\/span><\/strong><\/span><\/p>\n

\u54c1\u6548\u534f\u540c\uff0c\u56de\u5f52\u5e73\u8861<\/span><\/strong><\/span><\/p>\n

\u51ef\u5ea6\u7814\u7a76\u53d1\u73b0\uff0c\u5728\u6240\u6709\u9500\u552e\u4e2d\uff0c70%\u7684\u9500\u552e\u662f\u7531\u54c1\u724c\u8d44\u4ea7\u8d21\u732e\uff1b\u800c\u77ed\u671f\u7684\u76f4\u63a5\u4fc3\u9500\u8f6c\u5316\u5b9e\u73b0\u7684\u9500\u552e\u53ea\u536030%\uff0c\u54c1\u724c\u8d44\u4ea7\u6240\u5e26\u52a8\u7684\u4e2d\u957f\u671f\u6548\u679c\u88ab\u4e25\u91cd\u4f4e\u4f30\u3002<\/span><\/section>\n
<\/section>\n
\u540c\u65f6\uff0c\u5a92\u4f53\u6295\u653e\u5bf9\u54c1\u724c\u6d3b\u8dc3\u5ea6\u53ca\u5e02\u573a\u4efd\u989d\u5f71\u54cd\u663e\u8457\uff0c\u6570\u636e\u8868\u660e\u5f53\u5b63\u5ea6\u5185\u524a\u51cf50%\u7684\u6295\u653e\u5f00\u652f\uff0c\u54c1\u724c\u7a81\u51fa\u6027\u4f1a\u4e0b\u964d19%\uff1b\u5b63\u5ea6\u5185\u65e0\u5e7f\u544a\u6295\u653e\uff0c\u54c1\u724c\u7a81\u51fa\u6027\u4f1a\u4e0b\u964d52%\uff1b\u534a\u5e74\u5185\u65e0\u5e7f\u544a\u6295\u653e\uff0c\u9500\u91cf\u4f1a\u4e0b\u964d13%\u3002<\/span><\/section>\n
<\/section>\n
\u738b\u5e78\u6307\u51fa\uff0c\u6b63\u786e\u9009\u62e9\u5a92\u4f53\u548c\u7ec4\u5408\uff0c\u8d62\u5f97\u66f4\u9ad8\u7684\u5e7f\u544a\u5173\u6ce8\u5ea6\uff0c\u662f\u63d0\u5347\u5e7f\u544a\u8425\u9500ROI\u7684\u91cd\u8981\u6293\u624b\u3002\u5728\u6709\u9650\u9884\u7b97\u60c5\u51b5\u4e0b\uff0c\u8425\u9500\u9700\u7cbe\u7ec6\u5316\u3001\u591a\u5143\u5316\u53ca\u7ebf\u4e0a\u7ebf\u4e0b\u534f\u540c\uff0c\u7136\u800c\u73b0\u5b9e\u4e2d\u5e7f\u544a\u9884\u7b97\u914d\u6bd4\u4e0e\u54c1\u724c\u5f71\u54cd\u529b\u5e76\u4e0d\u5339\u914d\uff0c\u751f\u6d3b\u7a7a\u95f4\u5a92\u4f53\u7684\u4f5c\u7528\u88ab\u6781\u5927\u4f4e\u4f30\u3002\u57fa\u4e8e1000\u591a\u4e2a\u6295\u653e\u6848\u4f8b\u5206\u6790\uff0c\u51ef\u5ea6\u6d4b\u7b97\u51fa\u6210\u719f\u54c1\u724c\u6700\u4f73\u5a92\u4f53\u6295\u653e\u7ec4\u5408\u914d\u6bd4\uff0c\u5373\u54c1\u724c\u5efa\u8bbe\u548c\u6d41\u91cf\u6536\u5272\u7684\u6700\u4f73\u914d\u6bd4\u662f5:5\uff0c\u5728\u54c1\u724c\u5efa\u8bbe\u4e0a\uff0c\u4ee5\u53cc\u5fae\u4e00\u6296\u5c0f\u7ea2\u4e66\u7b49\u4e3a\u4ee3\u8868\u7684\u7ebf\u4e0a\u5a92\u4f53\u6295\u653e\u82b1\u8d39\u548c\u4ee5\u5206\u4f17\u4e3a\u4ee3\u8868\u7684\u7ebf\u4e0b\u751f\u6d3b\u573a\u666f\u5a92\u4f53\u6295\u653e\u82b1\u8d39\uff0c\u914d\u6bd4\u4e5f\u540c\u6837\u662f5:5\u3002<\/strong><\/span><\/section>\n
<\/section>\n

06<\/span><\/strong><\/span><\/p>\n

\u53cc\u5fae\u4e00\u6296\u4e00\u5206\u4f17\u662f\u5f53\u524d\u54c1\u724c\u6253\u9020\u7684\u6838\u5fc3\u8303\u5f0f<\/span><\/strong><\/span><\/p>\n

\u738b\u5e78\u8ba4\u4e3a\uff0c\u9ad8\u8d28\u91cf\u4f20\u64ad\u662f\u54c1\u724c\u589e\u957f\u7684\u4fdd\u969c\uff0c\u771f\u6b63\u80fd\u63a8\u52a8\u54c1\u724c\u589e\u957f\u7684\u5a92\u4f53\u8981\u6ee1\u8db3\u201c\u9ad8\u8986\u76d6\u3001\u9ad8\u8d28\u91cf\u3001\u9ad8\u5f71\u54cd\u201d\u7684\u4e09\u9ad8\u5a92\u4f53\u3002<\/span><\/section>\n
\u6839\u636e\u51ef\u5ea6\u300a2021\u5e74\u4e2d\u56fd\u57ce\u5e02\u5c45\u6c11\u5e7f\u544a\u5173\u6ce8\u5ea6\u7814\u7a76\u300b\uff0c\u4e92\u8054\u7f51\u3001\u7535\u68af\u3001\u7535\u89c6\u662f\u4e09\u5927\u6838\u5fc3\u5230\u8fbe\u5a92\u4f53\uff0c\u8986\u76d6\u4e3b\u6d41\u57ce\u5e02\u4e3b\u6d41\u4eba\u7fa4\u6700\u5e7f\uff0c\u5176\u4e2d\u4e92\u8054\u7f51\u5230\u8fbe\u738795%\uff0c\u7535\u68af\u5230\u8fbe\u738779%\uff0c\u7535\u89c6\u5230\u8fbe\u738751\uff05\u3002<\/strong><\/span><\/section>\n
<\/section>\n
\u4ece\u5e7f\u544a\u5173\u6ce8\u5ea6\u6765\u770b\uff0c\u6d88\u8d39\u8005\u5728\u6709\u9650\u7684\u751f\u6d3b\u7a7a\u95f4\u4e2d\uff0c\u4f8b\u5982\u7535\u68af\u5e7f\u544a\u548c\u5f71\u9662\u5e7f\u544a\u7684\u5173\u6ce8\u5ea6\u66f4\u9ad8\uff0c\u53d7\u5e72\u6270\u7a0b\u5ea6\u6700\u5c0f\u3002<\/strong><\/span><\/section>\n
<\/section>\n
\u7531\u4e8e\u9ad8\u9891\u89e6\u8fbe\uff0c\u6d88\u8d39\u8005\u5bf9\u4e8e\u7535\u68af\u5a92\u4f53\u3001\u793e\u4ea4\u5a92\u4f53\u3001\u77ed\u89c6\u9891\u7684\u5e7f\u544a\u8bb0\u5fc6\u6570\u91cf\u6700\u591a\u3002\u7ebf\u4e0b\u5a92\u4f53\u5982\u7535\u68af\u3001\u5f71\u9662\u5e7f\u544a\u9a71\u52a8\u6d88\u8d39\u8005\u7684\u54c1\u724c\u8d2d\u4e70\u610f\u613f\u66f4\u5f3a\u3002<\/strong><\/span><\/section>\n
<\/section>\n
\u738b\u5e78\u603b\u7ed3\u6307\u51fa\uff0c\u7814\u7a76\u8868\u660e\u5229\u7528\u53cc\u5fae\u4e00\u6296\u4e3a\u4ee3\u8868\u7684\u7ebf\u4e0a\u5a92\u4f53\u4f20\u64ad\u97f3\u91cf\uff0c\u4ee5\u4f18\u8d28\u5185\u5bb9\u5f62\u6210\u8bdd\u9898\u79cd\u8349\uff0c\u7ebf\u4e0b\u4ee5\u5206\u4f17\u4e3a\u4ee3\u8868\u7684\u751f\u6d3b\u7a7a\u95f4\u5a92\u4f53\u9ad8\u9891\u89e6\u8fbe\uff0c\u6316\u6398\u54c1\u724c\u589e\u91cf\uff0c\u4ee5\u573a\u666f\u89e6\u53d1\u5524\u9192\u6d88\u8d39\u8005\u8d2d\u4e70\u9700\u6c42\uff0c\u53cc\u5fae\u4e00\u6296\u4e00\u5206\u4f17\u662f\u5f53\u524d\u54c1\u724c\u6253\u9020\u7684\u6700\u6709\u6548\u8303\u5f0f\u3002<\/span><\/section>\n
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07<\/strong><\/p>\n

\u65b0\u54c1\u7834\u5708\u7684\u5fc5\u7ecf\u4e4b\u8def\uff1a<\/strong>\u89c4\u6a21\u5316\u7cbe\u51c6+\u9ad8\u9891\u89e6\u8fbe<\/strong><\/p>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n

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\u4ebf\u6ecb\u96c6\u56e2\u5e02\u573a\u603b\u76d1\u8c2d\u65ed\u4e1c<\/span><\/strong>\u5728\u8bba\u575b\u4e0a\u5206\u4eab\u4e86\u5982\u4f55\u96c6\u4e2d\u9884\u7b97\u6295\u5165\u9ad8\u9891\u4eba\u7fa4\u805a\u7126\u5a92\u4ecb\uff0c\u5b9e\u73b0\u5e74\u8f7b\u767d\u9886\u65b0\u4eba\u7fa4\u7834\u5708\u3002\u5965\u5229\u5965\u54c1\u724c\u4e3a\u4e86\u63a8\u52a8\u589e\u957f\uff0c\u5f00\u8f9f\u65b0\u4eba\u7fa4\uff0c\u6839\u636e\u6d88\u8d39\u8005\u8c03\u7814\uff0c25-35\u5c81\u5e74\u8f7b\u767d\u9886\u5ba2\u7fa4\u589e\u957f\u5f3a\u52bf\uff0c\u8be5\u4eba\u7fa4\u5bf9\u96f6\u98df\u6709\u4e09\u5927\u8bc9\u6c42\uff1a\u597d\u5403+\u9ad8\u989c\u503c+\u4f4e\u8d1f\u62c5\uff0c\u636e\u6b64\u8fdb\u884c\u4e86\u5965\u5229\u5965\u8584\u8106\u7cfb\u5217\u7684\u4ea7\u54c1\u8fed\u4ee3\u5347\u7ea7\u3002<\/span><\/section>\n
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08<\/strong><\/p>\n

\u603b\u7ed3\u00a0 \u00a0<\/strong><\/p>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n

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1\u3001\u589e\u957f\u4ece\u91cf\u53d8\u5230\u8d28\u53d8\uff1a\u805a\u7126\u6838\u5fc3\u4e1a\u52a1\u3001\u51cf\u5c11\u957f\u5c3e\u4ea7\u54c1\uff1b\u805a\u7126\u54c1\u724c\u4ef7\u503c\u3001\u51cf\u5c11\u6d41\u91cf\u4f9d\u8d56\uff1b\u805a\u7126\u7528\u6237\u884c\u4e3a\u6539\u53d8\uff0c\u51cf\u5c11\u65e0\u6548\u6295\u653e\uff01<\/strong><\/span><\/section>\n
2\u3001\u8425\u9500\u4ece\u6d41\u91cf\u5230\u6052\u91cf\uff1a\u96c6\u4e2d\u706b\u529b\u3001\u6700\u4f18\u7ec4\u5408\u3001\u654f\u6377\u6d4b\u8bd5\u3001\u7ed3\u679c\u5bfc\u5411\uff0c\u91cd\u6784\u5a92\u4ecb\u6700\u4f18\u7ec4\u5408\u3002<\/strong><\/span><\/section>\n
3\u3001\u4ee5\u201c\u56db\u65b0\u201d\u4e3a\u6838\u5fc3\u589e\u957f\u65b9\u5f0f\uff1a\u5f00\u521b\u65b0\u4ea7\u54c1\uff0c\u6316\u6398\u65b0\u573a\u666f\uff0c\u62d3\u5c55\u65b0\u4eba\u7fa4\uff0c\u57f9\u517b\u65b0\u4e60\u60ef\u3002<\/strong><\/span><\/section>\n
4\u3001\u9ad8\u8d28\u91cf\u4f20\u64ad\u662f\u54c1\u724c\u589e\u957f\u7684\u4fdd\u969c\uff1a\u8981\u9009\u62e9\u201c\u9ad8\u8986\u76d6\u3001\u9ad8\u8d28\u91cf\u3001\u9ad8\u5f71\u54cd\u201d\u4e09\u9ad8\u5a92\u4f53\u3002<\/strong><\/span><\/section>\n
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