{"id":44888,"date":"2023-10-27T08:50:30","date_gmt":"2023-10-27T08:50:30","guid":{"rendered":"https:\/\/www.tyjzk.com\/?p=124708"},"modified":"2023-10-27T08:50:32","modified_gmt":"2023-10-27T08:50:32","slug":"%e8%90%a5%e9%94%80%e5%9b%9e%e5%bd%92%e4%bb%b7%e5%80%bc%e6%a0%b8%e5%bf%83%ef%bc%9a%e6%9c%89%e5%88%a9%e5%8f%af%e5%9b%be%e5%9c%b0%e6%bb%a1%e8%b6%b3%e9%a1%be%e5%ae%a2%e9%9c%80%e6%b1%82","status":"publish","type":"post","link":"https:\/\/www.tyjzk.com\/?p=44888","title":{"rendered":"\u8425\u9500\u56de\u5f52\u4ef7\u503c\u6838\u5fc3\uff1a\u201c\u6709\u5229\u53ef\u56fe\u201d\u5730\u6ee1\u8db3\u987e\u5ba2\u9700\u6c42"},"content":{"rendered":"
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\u201c<\/span>\u4f01\u4e1a\u7684\u4f7f\u547d\u662f\u521b\u9020\u987e\u5ba2\uff01\u5728\u6280\u672f\u65e5\u65b0\u6708\u5f02\u7684\u4eca\u5929\uff0c\u6211\u4eec\u66f4\u8981\u5f3a\u8c03<\/span>\u2018<\/span>\u4ee5\u4eba\u4e3a\u672c<\/span>\u2019<\/span>\u7684\u8425\u9500\u3002\u4e0d\u8981\u5fd8\u8bb0\uff0c\u4f1f\u5927\u54c1\u724c\u7684\u8d77\u70b9\u90fd\u662f\u4eba\u6027\u4e2d\u6e3a\u5c0f\u7684\u6e29\u6696\u548c\u575a\u5f3a\uff0c\u90fd\u662f\u4eba\u4eec\u5bf9\u7f8e\u597d\u751f\u6d3b\u7684\u7545\u60f3\u548c\u6e34\u671b\u3002<\/span>\u201d<\/span><\/strong><\/section>\n
\u2014\u2014\u79d1\u7279\u52d2\u54a8\u8be2\u96c6\u56e2\uff08KMG\uff09<\/span><\/section>\n
\u5927\u4e2d\u534e\u4e0e\u65b0\u52a0\u5761\u533a\u57df\u603b\u88c1 \u66f9\u864e<\/span><\/section>\n<\/section>\n

\uff08\u6ce8\uff1a\u6807\u9898\u4e2d<\/span>\u201c<\/span><\/em>\u6709\u5229\u53ef\u56fe<\/span>\u201d<\/span><\/em>\u6307<\/span>\u201c<\/span><\/em>\u5728\u6ee1\u8db3\u4f01\u4e1a\u5229\u6da6\u9700\u6c42\u7684\u57fa\u7840\u4e0a<\/span>\u201d<\/span><\/em>\uff09<\/span><\/p>\n

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\u5728\u4e0d\u4e45\u524d\u7ed3\u675f\u7684\u91d1\u6295\u8d4f\uff08ROI Awards\uff09\u4e0a\uff0c\u6211\u4eec\u4ece\u83b7\u5956\u4f5c\u54c1\u4e2d\u89c2\u5bdf\u5230\u4e86\u4e24\u7c7b\u4e0d\u540c\u7684\u8425\u9500\u7406\u5ff5\uff1a\u4e00\u662f\u4ee5\u6280\u672f\u4e3a\u4e2d\u5fc3\u7684\u8425\u9500\u81ea\u52a8\u5316\uff0c\u4e8c\u662f\u4ee5\u987e\u5ba2\u4e3a\u4e2d\u5fc3\u7684\u9700\u6c42\u6d1e\u5bdf\u6d3e\u3002<\/strong><\/p>\n

\u524d\u8005\u5c06\u8425\u9500\u7406\u89e3\u4e3a\u4e00\u7cfb\u5217\u7684\u6570\u5b57\u5316\u6d41\u7a0b\uff0c\u901a\u8fc7\u6295\u653e\u6570\u636e\u548c\u6548\u679c\u53cd\u9988\u4e0d\u65ad\u4fee\u6b63\u4f18\u5316\uff0c\u4ee5\u63d0\u9ad8\u6574\u4f53\u6548\u7387\uff1b\u540e\u8005\u5219\u8ba4\u4e3a\u8425\u9500\u7684\u6838\u5fc3\u662f\u5bf9\u4eba\u7684\u9700\u6c42\u7684\u6d1e\u5bdf\uff0c\u901a\u8fc7\u628a\u5185\u5bb9\u6570\u5b57\u5316<\/strong>\uff08\u4eba\u5728\u7ebf\u4e0a\u7684\u6240\u6709\u8868\u8fbe\u548c\u4e92\u52a8\u90fd\u53ef\u89c6\u4e3a\u5185\u5bb9\uff0c\u6bd4\u5982\u70b9\u8d5e\u3001\u6536\u85cf\u3001\u8bc4\u8bba\u7b49\uff09\u7684\u65b9\u5f0f\u53bb\u53d1\u73b0\u4eba\u7684\u9700\u6c42\u548c\u504f\u597d\uff0c\u4ece\u800c\u6709\u7684\u653e\u77e2\u5730\u8fdb\u884c\u8425\u9500\u6d3b\u52a8\uff0c\u4ece\u4e00\u5f00\u59cb\u5c31\u529b\u6c42\u7cbe\u51c6\u6709\u6548\u3002<\/strong><\/p>\n

\u672c\u7bc7\u6587\u7ae0\u5c06\u91cd\u70b9\u804a\u4e00\u804a\u540e\u8005\uff0c\u56e0\u4e3a\u6211\u4eec\u53d1\u73b0\u5b83\u4e0e\u79d1\u7279\u52d2\u6700\u65b0\u7814\u7a76\u6210\u679c\u6709\u7740\u8bf8\u591a\u5951\u5408\u4e4b\u5904\u3002<\/strong><\/p>\n

\u73b0\u4ee3\u8425\u9500\u5b66\u4e4b\u7236\u3001\u79d1\u7279\u52d2\u54a8\u8be2\u96c6\u56e2\uff08KMG\uff09\u7684\u9996\u5e2d\u987e\u95ee\u83f2\u5229\u666e\u00b7\u79d1\u7279\u52d2\u5148\u751f\u57282021\u5e74\u53d1\u8868\u4e86\u6700\u65b0\u8457\u4f5c\u300aH2H Marketing\u300b\uff08\u4eba\u9645\u8425\u9500\uff09<\/strong>\uff0c\u8fd9\u672c\u4e66\u4e2d\u6587\u7248\u5373\u5c06\u8fdb\u5165\u4e2d\u56fd\u5e02\u573a\u3002\u8fd9\u672c\u4e66\u5728\u5168\u7403\u51fa\u7248\u548c\u6d41\u884c\u63ed\u793a\u4e86\u4e00\u4e2a\u91cd\u5927\u8425\u9500\u8d8b\u52bf\u2014\u2014\u8425\u9500\u91cd\u65b0\u56de\u5f52\u4ef7\u503c\u6838\u5fc3\uff0c\u5373\uff1a\u5bf9\u4eba\u7684\u5173\u6ce8\u3002\u79d1\u7279\u52d2\u5148\u751f\u8ba4\u4e3a\uff0c\u4eba\u9645\u8425\u9500\u5c06\u4f7f\u4f01\u4e1a\u8131\u79bb\u8425\u9500\u6d6a\u8d39\u7684\u6ce5\u6dd6\uff0c\u5b9e\u73b0\u4f01\u4e1a\u4ef7\u503c\u4e0e\u6d88\u8d39\u8005\u4ef7\u503c\u7684\u53cc\u8d62\u3002<\/p>\n<\/section>\n

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H2H Marketing<\/span><\/p>\n

\u00a0Philip Kotler\/Waldemar Pfoertsch \/Uwe Sponholz<\/span><\/p>\n<\/section>\n

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01<\/strong><\/p>\n<\/section>\n<\/section>\n<\/section>\n

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\u4ece\u5708\u6d41\u91cf\u5230\u5173\u6ce8\u4eba\uff1a\u4f01\u4e1a\u751f\u610f\u957f\u671f\u5065\u5eb7\u589e\u957f\u7684\u5fc5\u8981\u524d\u63d0<\/strong><\/p>\n<\/section>\n

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\u6570\u5b57\u5316\u5e7f\u544a\u51fa\u73b0\u4e4b\u540e\uff0c\u6211\u4eec\u7ec8\u4e8e\u53ef\u4ee5\u901a\u8fc7\u6280\u672f\u624b\u6bb5\u53bb\u8ddf\u8e2a\u5e7f\u544a\u53d7\u4f17\u7684\u89e6\u8fbe\u4e0e\u6d41\u8f6c\u60c5\u51b5\uff0c\u8fd9\u4e5f\u662f\u79d1\u7279\u52d2\u5148\u751f\u63d0\u51fa\u201c5A\u987e\u5ba2\u65c5\u7a0b\u201d\u6846\u67b6\u7684\u5927\u80cc\u666f\uff08\u8be6\u89c1\u300a\u8425\u9500\u9769\u547d4.0\u300b\u4e00\u4e66\uff09\u3002\u4f46\u662f\uff0c\u968f\u7740\u56fd\u5185\u7f51\u6c11\u89c4\u6a21\u7684\u9010\u6e10\u89c1\u9876\uff0c\u8425\u9500\u8005\u8d8a\u6765\u8d8a\u96be\u4ee5\u83b7\u5f97\u66f4\u591a\u7684\u7528\u6237\u548c\u987e\u5ba2\uff0c\u8dd1\u9a6c\u5708\u5730\u5f0f\u7684\u6d41\u91cf\u6295\u6cd5\u6548\u7387\u5f00\u59cb\u53d8\u4f4e\uff1a<\/p>\n

\u2022 \u6f0f\u6597\u5f0f\u6295\u653e\u6a21\u578b\u7684\u4e2d\u95f4\u73af\u8282\u59cb\u7ec8\u65e0\u6cd5\u964d\u4f4e\u6d6a\u8d39\u7a0b\u5ea6\uff1b<\/p>\n

\u2022 \u4eba\u7fa4\u7ecf\u8fc7\u591a\u6b21\u201c\u6e05\u6d17\u201d\u4e4b\u540e\uff0c\u5f88\u96be\u518d\u6b21\u7834\u5708\uff1b<\/p>\n

\u2022 \u6d41\u91cf\u6210\u672c\u8d8a\u6765\u8d8a\u9ad8\uff0c\u4f46\u662f\u589e\u957f\u6548\u679c\u6709\u9650\u2026\u2026<\/p>\n

\u8425\u9500\u8005\u5f00\u59cb\u610f\u8bc6\u5230\u6d41\u91cf\u6295\u6cd5\u7684\u6709\u9650\u6027\uff0c\u8f6c\u800c\u6316\u6398\u66f4\u6709\u957f\u671f\u4ef7\u503c\u7684\u8425\u9500\u65b9\u6cd5\u3002<\/p>\n

\u5728\u8fd9\u6837\u7684\u5927\u80cc\u666f\u4e0b\uff0c\u79d1\u7279\u52d2\u5148\u751f\u63d0\u51fa\u4e86\u201cH2H\u201d\uff08Human to Human\uff0c\u4eba\u5bf9\u4eba\uff09\u7684\u8425\u9500\u6846\u67b6\u3002<\/p>\n

\u201c\u6709\u4e09\u4ef6\u4f60\u4e0d\u60f3\u8981\u7684\u8425\u9500\uff1a\u6d6a\u8d39\u7684\u8425\u9500\u3001\u4e0d\u9053\u5fb7\u7684\u8425\u9500\u3001\u7a7a\u6d1e\u65e0\u804a\u7684\u8425\u9500\u3002\u4f60\u8981\u505a\u7684\u662f\u2018H2H\u2019\uff0c\u6211\u5c06\u5176\u5b9a\u4e49\u4e3a\u2018\u4eba\u5bf9\u4eba\u7684\u8425\u9500\u2019\uff0c\u662f\u4eba\u5728\u4e0e\u4eba\u6253\u4ea4\u9053\uff0c\u6c38\u8fdc\u4e0d\u8981\u5fd8\u8bb0\u8fd9\u4e00\u70b9\u3002\u201d<\/em><\/p>\n

\u2014\u2014\u83f2\u5229\u666e\u00b7\u79d1\u7279\u52d2\uff08\u53d1\u8868\u4e8eeWMS-\u79d1\u7279\u52d2\u00b72021\u4e16\u754c\u8425\u9500\u5927\u4f1a\uff09<\/p>\n<\/section>\n

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H2H marketing orientation<\/span><\/p>\n

H2H\u8425\u9500\u8d8b\u52bf<\/span><\/p>\n<\/section>\n

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\u5728\u524d\u6570\u5b57\u5316\u65f6\u4ee3\uff0c\u5e7f\u544a\u8425\u9500\u4eba\u5c06\u7528\u6237\u89c6\u4e3a\u201c\u53d7\u4f17\u201d\uff1b\u5728\u6570\u5b57\u5316\u65f6\u4ee3\uff0c\u7528\u6237\u53c8\u88ab\u89c6\u4e3a\u201c\u6d41\u91cf\u201d\u3002\u4f46\u662f\u79d1\u7279\u52d2\u5148\u751f\u6307\u51fa\uff1a\u7528\u6237\u662f\u4eba\u3002\u8425\u9500\u7684\u8fc7\u7a0b\uff0c\u662f\u201c\u4eba\u4e0e\u4eba\u5728\u6253\u4ea4\u9053\u201d\u3002<\/p>\n

\u8fd9\u53e5\u8bdd\u8bf4\u8d77\u6765\u4f3c\u4e4e\u50cf\u662f\u4e00\u53e5\u5e9f\u8bdd\uff0c\u8c01\u4e0d\u77e5\u9053\u7528\u6237\u662f\u4eba\u5462\uff1f\u4f46\u5728\u8425\u9500\u7684\u5177\u4f53\u6267\u884c\u8fc7\u7a0b\u4e2d\uff0c\u6709\u51e0\u4e2a\u8425\u9500\u4eba\u80fd\u591f\u771f\u6b63\u610f\u8bc6\u5230\u7528\u6237\u4e5f\u6709\u81ea\u5df1\u7684\u9700\u6c42\u548c\u504f\u597d\uff1f\u4ed6\u4eec\u5e38\u5e38\u88ab\u62bd\u8c61\u4e3a\u4e00\u7cfb\u5217\u7279\u5f81\u6570\u636e\u2014\u2014\u4ed6\u4eec\u8f6c\u5316\u4e86\u5417\uff1f\u6ca1\u6709\uff1f\u597d\uff0c\u6362\u4e2a\u5e7f\u544a\u7d20\u6750\u518d\u8f70\u70b8\u51e0\u6ce2\u3002<\/p>\n

\u4f46\u662f\uff0c\u65f6\u4ee3\u53d8\u4e86\uff0c\u8fd9\u662f\u4e00\u4e2a\u7528\u6237\u88ab\u6781\u5927\u8d4b\u6743\u7684\u65f6\u4ee3\uff0c\u4efb\u4f55\u4e00\u4e2a\u5ffd\u7565\u201c\u7528\u6237\u662f\u4eba\u201d\u7684\u8425\u9500\u4eba\u90fd\u5c06\u4e3a\u81ea\u5df1\u7684\u50b2\u6162\u6216\u8fdf\u949d\u4ed8\u51fa\u4ee3\u4ef7\u3002<\/strong><\/p>\n

\u5982\u4eca\uff0c\u7528\u6237\u53ef\u4ee5\u8de8\u5e73\u53f0\u63a5\u89e6\u548c\u641c\u7d22\u66f4\u591a\u4fe1\u606f\uff0c\u800c\u4e14\u4e0d\u65ad\u4e3b\u52a8\u521b\u9020\u548c\u5206\u4eab\u4fe1\u606f\uff0c\u4ed6\u4eec\u521b\u9020\u7684\u5185\u5bb9\u8db3\u4ee5\u5f71\u54cd\u4f01\u4e1a\u8425\u9500\u6548\u679c\u3002\u6211\u4eec\u80fd\u591f\u770b\u5230\uff0c\u5982\u4eca\u7684\u4f01\u4e1a\u5371\u673a\u516c\u5173\u505a\u8d77\u6765\u96be\u5ea6\u6709\u591a\u5927\uff0c\u56e0\u4e3a\u7528\u6237\u4e0d\u518d\u662f\u53ea\u542c\u4f01\u4e1a\u7684\u201c\u7247\u9762\u4e4b\u8bcd\u201d\uff0c\u800c\u662f\u79ef\u6781\u5730\u4e92\u901a\u6d88\u606f\u3002\u751a\u81f3\uff0c\u6765\u81ea\u6d88\u8d39\u8005\u7684\u4eb2\u8eab\u4f53\u9a8c\u5206\u4eab\uff0c\u6bd4\u4f01\u4e1a\u81ea\u8eab\u53d1\u5e03\u7684\u4fe1\u606f\u5bf9\u4e8e\u5176\u4ed6\u6d88\u8d39\u8005\u6765\u8bf4\u66f4\u6709\u8bf4\u670d\u529b\u3002<\/p>\n

\u800c\u4e14\uff0c\u4ed6\u4eec\u7684\u6d88\u8d39\u89c2\u5ff5\u4e5f\u53d1\u751f\u4e86\u6539\u53d8\u3002\u4ed6\u4eec\u4e0d\u6b62\u9700\u8981\u4ea7\u54c1\u6216\u670d\u52a1\u80fd\u591f\u6ee1\u8db3\u81ea\u8eab\u7684\u529f\u80fd\u6027\u9700\u6c42\uff0c\u5e2e\u52a9\u81ea\u5df1\u89e3\u51b3\u95ee\u9898\uff0c\u8fd8\u5173\u6ce8\u6027\u4ef7\u6bd4\uff0c\u5173\u6ce8\u4ea7\u54c1\u6216\u670d\u52a1\u662f\u5426\u4e0e\u81ea\u8eab\u7684\u751f\u6d3b\u65b9\u5f0f\u3001\u751f\u6d3b\u7406\u5ff5\u76f8\u5339\u914d\u3002<\/strong>\u6d88\u8d39\u9700\u6c42\u5df2\u6781\u5ea6\u7ec6\u5206\u3002\u5982\u679c\u8425\u9500\u8005\u60f3\u901a\u8fc7\u540c\u4e00\u5957\u5185\u5bb9\u53bb\u201c\u6253\u201d\u6574\u4e2a\u76ee\u6807\u4eba\u7fa4\uff0c\u8f6c\u5316\u6548\u679c\u81ea\u7136\u4e0d\u4f1a\u597d\u770b\u3002\u4f60\u4e0d\u80fd\u8bf4\u4eba\u7fa4\u4e0d\u7cbe\u51c6\uff0c\u4f46\u662f\u4f60\u4f20\u8fbe\u7684\u5185\u5bb9\u6ca1\u6709\u6253\u5230ta\u7684\u9700\u6c42\u70b9\uff0cta\u81ea\u7136\u4e0d\u4f1a\u8f6c\u5316\u3002<\/p>\n

\u56e0\u6b64\uff0c\u5728\u8fd9\u6837\u7684\u4eba\u53e3\u7ea2\u5229\u89c1\u9876\u800c\u7528\u6237\u88ab\u8d4b\u6743\u7684\u65f6\u4ee3\uff0c\u4f01\u4e1a\u8981\u60f3\u4fc3\u8fdb\u751f\u610f\u7684\u957f\u671f\u5065\u5eb7\u589e\u957f\uff0c\u5c31\u5fc5\u987b\u4ece\u5173\u6ce8\u6d41\u91cf\u8f6c\u578b\u5230\u5173\u6ce8\u4eba\uff0c\u5173\u6ce8\u4eba\u7684\u7ec6\u5206\u9700\u6c42\u3002<\/strong><\/p>\n<\/section>\n

\n
\n
\n

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

\n

\u4ece\u4ea4\u6613\u573a\u5230\u51b3\u7b56\u573a\uff1a<\/strong><\/p>\n

H2H\u4eba\u9645\u8425\u9500\u5982\u4f55\u5e2e\u52a9\u4f01\u4e1a\u957f\u671f\u589e\u957f<\/strong><\/p>\n<\/section>\n

\n

\u6211\u4eec\u7ecf\u5e38\u770b\u5230\uff0c\u6709\u4e9b\u6d88\u8d39\u8005\u5df2\u7ecf\u7ad9\u5728\u4e86\u8d27\u67b6\u524d\uff0c\u6216\u8005\u5df2\u7ecf\u6253\u5f00\u4e86\u4ea7\u54c1\u7ebf\u4e0a\u8d2d\u4e70\u9875\u9762\uff0c\u4f46\u662fta\u6ca1\u6709\u6025\u4e8e\u8d2d\u4e70\uff08\u4ea4\u6613\uff09\uff0c\u800c\u662f\u6253\u5f00\u4e86\u793e\u4ea4app\u6216\u641c\u7d22\u5f15\u64ce\uff0c\u53bb\u67e5\u9605\u66f4\u591a\u7684\u4ea7\u54c1\u4fe1\u606f\uff0c\u6bd4\u5982\u5176\u4ed6\u4eba\u7684\u4f7f\u7528\u4f53\u9a8c\u3001\u8bc4\u4ef7\u7b49\uff0c\u518d\u53bb\u51b3\u5b9a\u662f\u5426\u8d2d\u4e70\uff08\u51b3\u7b56\uff09\u3002<\/p>\n

\u6216\u8005\uff0c\u4ed6\u4eec\u8fd8\u6ca1\u6709\u5230\u8fbe\u8d2d\u4e70\u573a\u6240\u6216\u9875\u9762\uff0c\u53ea\u662f\u5728\u6d4f\u89c8\u793e\u4ea4\u5a92\u4f53\uff0c\u770b\u5230\u4e86\u4ed6\u4eba\u7684\u6d4b\u8bd5\u62a5\u544a\u6216\u4f7f\u7528\u4f53\u9a8c\uff0c\u5c31\u5df2\u7ecf\u201c\u79cd\u8349\u201d\u51b3\u5b9a\u8d2d\u4e70\u540c\u6b3e\u4ea7\u54c1\u3002<\/p>\n

\u56e0\u6b64\uff0c\u79d1\u7279\u52d2\u5148\u751f\u5728\u4e66\u4e2d\u6307\u51fa\uff0c\u201c\u6d88\u8d39\u8005\u7684\u51b3\u7b56\u8fc7\u7a0b\u57fa\u4e8e\u66f4\u8be6\u7ec6\u7684\u4ea7\u54c1\u4fe1\u606f\u3001\u989d\u5916\u7684\u6d4b\u8bd5\u62a5\u544a\u4ee5\u53ca\u5176\u4ed6\u5ba2\u6237\u63d0\u4f9b\u7684\u4ea7\u54c1\u8bc4\u4f30\uff0c\u51b3\u7b56\u70b9\u548c\u9500\u552e\u70b9\u5df2\u7ecf\u5206\u5f00\u4e86\u3002\u201d<\/strong><\/p>\n

\u5f71\u54cd\u9500\u552e\u4ea4\u6613\u7684\u662f\u51b3\u7b56\uff0c\u800c\u5f71\u54cd\u51b3\u7b56\u7684\u5219\u662f\u4eba\u7684\u9700\u6c42\u3002\u4ee5\u4eba\u7684\u9700\u6c42\u4e3a\u6838\u5fc3\uff0c\u8fdb\u884c\u7684\u4eba\u4e0e\u4eba\u4e4b\u95f4\u7684\u8425\u9500\u6d3b\u52a8\uff0c\u5c31\u662f\u4eba\u9645\u8425\u9500\u3002<\/p>\n

\u79d1\u7279\u52d2\u5148\u751f\u5728\u4e66\u4e2d\u8fdb\u4e00\u6b65\u63d0\u5230\u4e86\u4eba\u9645\u8425\u9500\u7684\u4e09\u5927\u8981\u7d20\uff1a\u4ee5\u4eba\u4e3a\u672c\u7684\u8bbe\u8ba1\u601d\u7ef4\u3001\u4ef7\u503c\u5171\u521b\u7684\u670d\u52a1\u5bfc\u5411\u548c\u6570\u667a\u8425\u9500\uff08\u6216\u610f\u8bd1\u4e3a\u201c\u6570\u5b57\u5316\u8fde\u63a5\u6027\u201d\uff09\u3002\u4ee5\u4eba\u4e3a\u672c\u7684\u6838\u5fc3\u662f\u5173\u6ce8\u987e\u5ba2\u9700\u6c42\uff0c\u4ef7\u503c\u5171\u521b\u662f\u62c9\u52a8\u7528\u6237\u4e0e\u4f01\u4e1a\u5171\u540c\u521b\u9020\u4ef7\u503c\uff0c\u6570\u667a\u8425\u9500\u4e3b\u8981\u901a\u8fc7\u6570\u5b57\u5316\u548c\u5185\u5bb9\u8425\u9500\u6765\u5b9e\u73b0\u3002<\/p>\n<\/section>\n

\n
<\/section>\n<\/section>\n
\n

The complete H2H Marketing Model<\/span><\/p>\n

\u5b8c\u6574\u7684H2H\u8425\u9500\u6a21\u578b<\/span><\/p>\n<\/section>\n

\n
\n
\n
\n

1. \u6d1e\u5bdf\u987e\u5ba2\u9700\u6c42<\/strong><\/p>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n

\n

\u5982\u4f55\u6d1e\u5bdf\u548c\u6316\u6398\u987e\u5ba2\u9700\u6c42\uff1f<\/p>\n

\u4ee5\u5f80\uff0c\u4f01\u4e1a\u901a\u8fc7\u8c03\u7814\u95ee\u5377\u3001\u7126\u70b9\u5c0f\u7ec4\u8bbf\u8c08\u7b49\u65b9\u5f0f\u6765\u8fdb\u884c\u7528\u6237\u8c03\u7814\uff1b\u800c\u5728\u6570\u5b57\u5316\u65f6\u4ee3\uff0c\u7528\u6237\u5728\u7ebf\u4e0a\u4e3b\u52a8\u521b\u9020\u548c\u5206\u4eab\u4f7f\u7528\u4f53\u9a8c\u3001\u8868\u8fbe\u9700\u6c42\u3001\u79ef\u6781\u4e92\u52a8\uff0c\u8fd9\u4e9b\u5185\u5bb9\u548c\u4e92\u52a8\u884c\u4e3a\u6570\u636e\u5bf9\u4e8e\u4f01\u4e1a\u8425\u9500\u6709\u5f88\u5927\u4ef7\u503c\uff0c\u6bd4\u5982\u901a\u8fc7\u7528\u6237\u9700\u6c42\u6d1e\u5bdf\u53bb\u53cd\u54fa\u4ea7\u54c1\u521b\u65b0\u3001\u8fdb\u5165\u66f4\u9002\u5408\u7684\u4ef7\u683c\u5e26\u3001\u53d1\u73b0\u66f4\u6df1\u5165\u4eba\u5fc3\u7684\u4f20\u64ad\u5356\u70b9\u4ee5\u53ca\u786e\u5b9a\u6b63\u786e\u7684\u8425\u9500\u6e20\u9053\u7b49\u3002<\/p>\n<\/section>\n

\n
<\/section>\n<\/section>\n
\n

The role of marketing to meaningful innovation<\/span><\/p>\n

\u4ece\u8425\u9500\u5347\u7ea7\u4e3a\u6709\u4ef7\u503c\u7684\u521b\u65b0<\/span><\/p>\n<\/section>\n

\n

\u5df2\u7ecf\u6709\u5f88\u591a\u4f01\u4e1a\u5f00\u59cb\u901a\u8fc7\u793e\u4ea4\u5a92\u4f53\u53bb\u6d1e\u5bdf\u7528\u6237\u9700\u6c42\uff0c\u4ece\u800c\u53cd\u54fa\u4ea7\u54c1\u521b\u65b0\uff0c\u5e76\u53d1\u73b0\u66f4\u80fd\u6253\u52a8\u7528\u6237\u7684\u4ea7\u54c1\u5356\u70b9\u3002<\/p>\n

\u6bd4\u5982\u56fd\u9645\u9ad8\u7aef\u5bb6\u7535\u54c1\u724c\u5361\u8428\u5e1d\uff0c\u70ed\u6c34\u5668\u4f5c\u4e3a\u4f4e\u9891\u6d88\u8d39\u7684\u54c1\u7c7b\uff0c\u5361\u8428\u5e1d\u4e00\u76f4\u60f3\u89e3\u51b3\u4ea7\u54c1\u5356\u70b9\u4e0e\u7528\u6237\u8bb0\u5fc6\u70b9\u7684\u5339\u914d\u95ee\u9898\u3002<\/p>\n

\u56e0\u6b64\uff0c\u5b83\u4e0e\u5c0f\u7ea2\u4e66\u5408\u4f5c\uff0c\u901a\u8fc7\u201c\u5c0f\u7ea2\u4e66\u7075\u7280\u5e73\u53f0\u201d\u6df1\u5ea6\u6d1e\u5bdf\u7528\u6237\u6570\u636e\u53d1\u73b0\uff0c\u70ed\u6c34\u5668\u7684\u76ee\u6807\u4eba\u7fa4\u9664\u4e86\u5bb6\u5c45\u5bb6\u88c5\u3001\u6bcd\u5a74\u8fd9\u4e9b\u6838\u5fc3\u4eba\u7fa4\u4e4b\u5916\uff0c\u8fd8\u6709\u4e00\u4e2a\u6f5c\u5728\u7684\u201c\u7f8e\u80a4\u4eba\u7fa4\u201d\u3002\u8fd9\u90e8\u5206\u4eba\u7fa4\u5f88\u5173\u6ce8\u6c90\u6d74\u7528\u6c34\u7684\u6c34\u8d28\uff0c\u4f46\u884c\u4e1a\u73b0\u6709\u4ea7\u54c1\u7684\u201c\u91d1\u5c5e\u5185\u80c6\u201d\u4f1a\u4ea7\u751f\u6c34\u57a2\uff0c\u5bf9\u808c\u80a4\u4e0d\u53cb\u597d\u3002\u56e0\u6b64\uff0c\u5361\u8428\u5e1d\u63a8\u51fa\u4e86\u4e1a\u5185\u9996\u521b\u7684\u201c\u975e\u91d1\u5c5e\u5185\u80c6\u201d\u2014\u2014\u6c34\u6676\u80c6\u70ed\u6c34\u5668\u4ea7\u54c1\uff0c\u56e0\u4e3a\u51fa\u6c34\u542b\u6709\u9536\u5143\u7d20\uff0c\u56e0\u6b64\u7ed9\u4ea7\u54c1\u8d77\u4e86\u6613\u4e8e\u4f20\u64ad\u7684\u6635\u79f0\u201c\u5c0f\u79c1\u6c64\u70ed\u6c34\u5668\u201d\uff0c\u5b8c\u7f8e\u6982\u62ec\u4e86\u4ea7\u54c1\u5356\u70b9\u548c\u7528\u6237\u7684\u75db\u70b9\u3001\u4f7f\u7528\u573a\u666f\uff0c\u5e76\u521b\u9020\u4e86\u201c\u5728\u5bb6\u5c31\u80fd\u6ce1\u6e29\u6cc9\u201d\u7684\u4f20\u64ad\u8bed\u3002<\/p>\n

\u7136\u540e\uff0c\u5361\u8428\u5e1d\u501f\u52a9\u5c0f\u7ea2\u4e66\u72ec\u7279\u7684\u201c\u4eba\u7fa4\u53cd\u6f0f\u6597\u6a21\u578b\u201d\uff0c\u4ece\u539f\u59cb\u7684\u5bb6\u88c5\u4eba\u7fa4\u62d3\u5708\u81f3\u7cbe\u81f4\u751f\u6d3b\u3001\u7f8e\u80a4\u4eba\u7fa4\uff0c\u4ea7\u54c1\u5728\u7ad9\u5185\u7684\u641c\u7d22\u91cf\u63d0\u5347\u4e86400%\uff0c\u4ea7\u54c1\u9500\u91cf\u589e\u901f\u660e\u663e\u3002<\/p>\n<\/section>\n

\n
<\/section>\n<\/section>\n
\n
\n
\n
\n

2. \u4e0e\u7528\u6237\u4ef7\u503c\u5171\u521b<\/strong><\/p>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n

\n

\u9664\u4e86\u901a\u8fc7\u5e73\u53f0\u6570\u636e\u6d1e\u5bdf\u7528\u6237\u9700\u6c42\u7684\u65b9\u5f0f\uff0c\u4f01\u4e1a\u8fd8\u53ef\u4ee5\u4e0e\u7528\u6237\u5408\u4f5c\u5171\u521b\u53bb\u63a8\u52a8\u4ea7\u54c1\u521b\u65b0\uff0c\u9a8c\u8bc1\u5e02\u573a\u9700\u6c42\uff0c\u5b9e\u73b0\u6d88\u8d39\u8005\u4ef7\u503c\u4e0e\u4f01\u4e1a\u4ef7\u503c\u7684\u5171\u540c\u589e\u957f\uff1a\u4e00\u65b9\u9762\uff0c\u7528\u6237\u5f97\u5230\u4e86\u6ee1\u8db3\u81ea\u5df1\u9700\u6c42\u7684\u4ea7\u54c1\uff1b\u53e6\u4e00\u65b9\u9762\uff0c\u4f01\u4e1a\u4ea7\u54c1\u9500\u91cf\u548c\u54c1\u724c\u4ef7\u503c\u4e5f\u968f\u4e4b\u589e\u52a0\u3002<\/p>\n<\/section>\n

\n
<\/section>\n<\/section>\n
\n

The shift from goods-dominant logic to service-dominant logic<\/span><\/p>\n

\u4ece\u4ea7\u54c1\u4e3b\u5bfc\u903b\u8f91\u5230\u670d\u52a1\u4e3b\u5bfc\u903b\u8f91<\/span><\/p>\n<\/section>\n

\n

\u6bd4\u5982\u6b64\u6b21\u5728\u91d1\u6295\u8d4f\u593a\u5f97\u91d1\u5956\u7684\u5a74\u5e7c\u513f\u63a8\u8f66\u54c1\u724cBeBeBus\uff0c\u5728\u65b0\u54c1\u4e0a\u5e02\u524d\uff0c\u4f01\u4e1a\u5185\u90e8\u5df2\u7ecf\u9488\u5bf9\u4ea7\u54c1\u5b9a\u4e49\u3001\u5dee\u5f02\u5316\u7684\u529f\u80fd\u548c\u4f7f\u7528\u573a\u666f\u6709\u81ea\u5df1\u7684\u7406\u89e3\uff0c\u4f46\u4ecd\u9700\u8981\u8fdb\u4e00\u6b65\u9a8c\u8bc1\u624d\u80fd\u6b63\u5f0f\u63a8\u5411\u5e02\u573a\u3002<\/p>\n

\u56e0\u6b64\uff0cBeBeBus\u548c\u5c0f\u7ea2\u4e66\u5408\u4f5c\uff0c\u4ece\u793e\u533a5000\u4e07\u540d\u6d3b\u8dc3\u7684\u5988\u5988\u7fa4\u4f53\u4e2d\uff0c\u627e\u5230\u4e8613\u4f4d\u4e0d\u540c\u751f\u6d3b\u3001\u804c\u4e1a\u80cc\u666f\u7684\u6d3b\u8dc3\u5988\u5988\uff0c\u548c\u5979\u4eec\u8fdb\u884c\u5bf9\u8bdd\u3002<\/p>\n

\u4e0e\u8fd9\u4e9b\u5173\u952e\u4ef7\u503c\u987e\u5ba2\u7684\u76f4\u63a5\u6c9f\u901a\uff0c\u7ed9BeBeBus\u5e26\u6765\u4e86\u4e24\u5927\u4ef7\u503c\uff1a\u4e00\u662f\u9a8c\u8bc1\u4e86\u201c\u65b0\u751f\u513f\u62a4\u810a\u201d\u7684\u771f\u5b9e\u9700\u6c42\u548c\u5e02\u573a\u7a7a\u767d\uff1b\u4e8c\u662f\u5988\u5988\u4eec\u76f4\u63a5\u4e3a\u8fd9\u6b3e\u65b0\u54c1\u63d0\u70bc\u51fa\u4e86\u5f62\u8c61\u53c8\u597d\u8bb0\u7684\u4ea7\u54c1\u6635\u79f0\u2014\u2014\u201c\u8774\u8776\u8f66\u201d\u3002<\/p>\n

BeBeBus\u91c7\u7eb3\u4e86\u5f88\u591a\u7528\u6237\u5efa\u8bae\uff0c\u4ea7\u54c1\u4e00\u4e0a\u5e02\u5c31\u6210\u4e86\u7206\u54c1\uff0c\u5728618\u671f\u95f4\u767b\u4e0a\u201c\u905b\u5a03\u795e\u5668\u201d\u9500\u91cf\u6392\u884c\u699cTOP1\u3002<\/p>\n<\/section>\n

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<\/section>\n<\/section>\n
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3. \u8fdb\u884c\u6570\u667a\u8425\u9500<\/strong><\/p>\n<\/section>\n<\/section>\n<\/section>\n<\/section>\n

\n

\u5728\u6d1e\u5bdf\u7528\u6237\u9700\u6c42\u4ee5\u53ca\u4e0e\u7528\u6237\u5171\u521b\u7684\u57fa\u7840\u4e0a\uff0c\u6570\u5b57\u5316\u7684\u624b\u6bb5\u80fd\u591f\u5e2e\u52a9\u4f01\u4e1a\u6d1e\u5bdf\u548c\u7ba1\u7406\u7528\u6237\u201c\u4ece\u8ba4\u77e5\u5230\u559c\u7231\u3001\u5230\u884c\u52a8\u3001\u518d\u5230\u62e5\u62a4\u201d\u7684\u6574\u4e2a\u51b3\u7b56\u884c\u4e3a\u8def\u5f84\uff0c\u63d0\u9ad8\u7528\u6237\u89e6\u8fbe\u548c\u8f6c\u5316\u7684\u6548\u7387\u3002<\/p>\n

\u4e0e\u6570\u5b57\u5316\u65f6\u4ee3\u5e38\u89c1\u7684\u6f0f\u6597\u5f0f\u4f20\u64ad\u76f8\u53cd\uff0c\u4ee5\u4eba\u4e3a\u6838\u5fc3\u7684\u4eba\u9645\u8425\u9500\u9996\u5148\u4ece\u6700\u7cbe\u51c6\u7684\u6838\u5fc3\u4eba\u7fa4\uff08\u4e5f\u5c31\u662f\u5173\u952e\u4ef7\u503c\u987e\u5ba2\uff09\u505a\u8d77\u3002<\/strong>\u5bf9\u4e8e\u4f01\u4e1a\u8425\u9500\u6765\u8bf4\uff0c\u6838\u5fc3\u4eba\u7fa4\u8d77\u7801\u6709\u4ee5\u4e0b\u51e0\u5927\u4ef7\u503c\uff1a\u6d1e\u5bdf\u548c\u9a8c\u8bc1\u5e02\u573a\u9700\u6c42\u3001\u964d\u4f4e\u8425\u9500\u6295\u653e\u95e8\u69db\u3001\u83b7\u5f97\u8f6c\u5316\u7684\u79cd\u5b50\u4eba\u7fa4\u3001\u501f\u52a9\u53e3\u7891\u6548\u5e94\u653e\u5927\u4f20\u64ad\u3001\u6784\u5efa\u5fe0\u8bda\u987e\u5ba2\u793e\u7fa4\u7b49\u3002\u9488\u5bf9\u6838\u5fc3\u4eba\u7fa4\u8fdb\u884c\u6574\u4e2a\u51b3\u7b56\u884c\u4e3a\u8def\u5f84\u7684\u7cbe\u8015\u7ec6\u4f5c\uff0c\u662f\u4f01\u4e1a\u8425\u9500\u7684\u7b2c\u4e00\u6b65\u3002<\/p>\n

\u5728\u6838\u5fc3\u4eba\u7fa4\u7cbe\u7ec6\u8fd0\u8425\u7684\u57fa\u7840\u4e0a\uff0c\u518d\u901a\u8fc7lookalike\u7b49\u6280\u672f\u624b\u6bb5\u53bb\u53d1\u73b0\u76f8\u5173\u7684\u673a\u4f1a\u4eba\u7fa4\uff0c\u4e0d\u65ad\u7834\u5708\u6210\u957f\uff0c\u6700\u540e\u62d3\u5c55\u5230\u66f4\u5927\u8303\u56f4\u7684\u6cdb\u4eba\u7fa4\u5bfb\u627e\u589e\u957f\u673a\u4f1a\u3002<\/p>\n

\u5c0f\u7ea2\u4e66\u7684OAIPS\u6a21\u578b\u548c\u53cd\u6f0f\u6597\u6a21\u578b\u6b63\u662f\u9075\u5faa\u4eba\u9645\u8425\u9500\u7684\u57fa\u672c\u903b\u8f91\uff0c\u4e0e\u5176\u4ed6\u5e73\u53f0\u76f8\u6bd4\uff0c\u4ece\u201c\u901a\u8fc7\u7279\u5f81\u627e\u4eba\u201d\u5230\u201c\u901a\u8fc7\u9700\u6c42\u627e\u4eba\u201d\uff0c\u4e0d\u5c40\u9650\u4e8e\u7279\u5f81\u4eba\u7fa4\u6807\u7b7e\uff0c\u53ef\u4ee5\u5728\u66f4\u7cbe\u51c6\u7684\u524d\u63d0\u4e0b\uff0c\u501f\u52a9KFS\uff08KOL\u5173\u952e\u610f\u89c1\u9886\u8896+Feeds\u4fe1\u606f\u6d41+Search\u641c\u7d22\uff09\u7684\u65b9\u5f0f\u6709\u6548\u5b9e\u73b0\u7834\u5708\uff0c\u6446\u8131\u201c\u6d41\u91cf\u8bc5\u5492\u201d\u3002<\/p>\n<\/section>\n

\n
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\n

\u56fd\u8d27\u7f8e\u5986\u54c1\u724c\u73c0\u83b1\u96c5\uff0c\u57fa\u4e8e\u5e74\u8f7b\u6d88\u8d39\u8005\u6297\u6c27\u3001\u6297\u7cd6\u3001\u6297\u8001\u7684\u62a4\u80a4\u6d1e\u5bdf\uff0c\u5e76\u501f\u52a9\u5c0f\u7ea2\u4e66\u6570\u636e\uff0c\u6253\u9020\u4e86\u53cc\u6297\u7cbe\u534e\u548c\u7ea2\u5b9d\u77f3\u7cbe\u534e\u7684\u201c\u62a4\u80a4CP\u201d\u738b\u724c\u5957\u7ec4\uff0c\u6301\u7eed\u5f15\u9886\u5c0f\u7ea2\u4e66\u7ad9\u5185\u300c\u65e9C\u665aA\u300d\u7684\u62a4\u80a4\u8d8b\u52bf\u3002\u6700\u8fd1\u63a8\u51fa\u7684\u65b0\u54c1\u53cc\u6297\u7cbe\u534e3.0\u901a\u8fc7\u56db\u4e2a\u201c\u4eba\u7fa4\u53cd\u6f0f\u6597\u6a21\u578b\u201d\u5728\u5c0f\u7ea2\u4e66\u7ad9\u5185\u56db\u4e2a\u5708\u5c42\u4e2d\u540c\u65f6\u542f\u52a8\uff0c\u76ee\u6807\u4eba\u7fa4\u6e17\u900f\u7387\u63d0\u534765%\u3002\u5728\u7ad9\u5185\u95ed\u73af\u4ea4\u6613\u91cf\u66b4\u589e\u7684\u540c\u65f6\uff0c\u79cd\u8349\u6548\u679c\u8fd8\u6ea2\u51fa\u7ad9\u5916\uff0c\u7ad9\u5916\u9500\u91cf\u7a81\u7834100W+\u4ef6\u2460<\/sup>\u3002\u54c1\u724c\u5728\u5c0f\u7ea2\u4e66\u79cd\u8349\uff0c\u5b9e\u73b0\u4e86\u5168\u57df\u8303\u56f4\u7684\u8f6c\u5316\u3002\uff08\u2460\u3010100w+\u3011\u6570\u636e\u6765\u81ea\u7b2c\u4e09\u65b9\u7535\u5546\u5e73\u53f02023\u5e746\u6708\uff09<\/span><\/p>\n<\/section>\n

\n
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03<\/strong><\/p>\n<\/section>\n<\/section>\n<\/section>\n

\n

H2H\u65f6\u4ee3\u5df2\u7136\u5230\u6765\uff1a\u6216\u53ef\u63a8\u52a8\u4f01\u4e1a\u5185\u90e8\u7ec4\u7ec7\u67b6\u6784\u53d8\u9769<\/strong><\/p>\n<\/section>\n

\n
<\/section>\n<\/section>\n
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H2H \u6d41\u7a0b\u56fe<\/span><\/p>\n<\/section>\n

\n

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