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1\u670823\u65e5\uff0c\u7531\u98df\u4e1a\u5934\u6761\u4e3b\u529e\u3001\u51ef\u5ea6\u6d88\u8d39\u8005\u6307\u6570\u7279\u522b\u534f\u529e\u7684\u201c\u62d0\u5f2f\u5904 \u5411\u672a\u6765\u2014\u20142023\u98df\u4e1a\u5934\u6761\u5e74\u5ea6\u76db\u5178\u201d\u5728\u56fd\u5bb6\u4f1a\u5c55\u4e2d\u5fc3\u4e0a\u6d77\u6d32\u9645\u9152\u5e97\u6210\u529f\u4e3e\u529e\uff0c\u6765\u81ea\u5927\u98df\u54c1\u884c\u4e1a\u7684\u767e\u5f3a\u4f01\u4e1a\u5bb6\u3001\u9ad8\u7ba1\u9f50\u805a\u4e00\u5802\uff0c\u5171\u540c\u603b\u7ed32023\uff0c\u5c55\u671b2024\uff0c\u5e76\u89c1\u8bc1\u4e8612\u5927\u201c\u4e2d\u56fd\u7cd6\u9152\u98df\u54c1\u884c\u4e1a\u5e74\u5ea6\u699c\u5355\u201d\u7684\u8363\u8000\u53d1\u5e03\u3002<\/span><\/section>\n
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\u4ec0\u4e48\u53eb\u54c1\u724c\u589e\u957f\uff1f\u6709\u672c\u4e66\u53eb\u300a<\/span>How Brands Grow\u300b\uff0c\u8bb2\u4e00\u4e2a\u54c1\u724c\u7684\u771f\u6b63\u57fa\u7840\u662f\u6e17\u900f\u7387\uff0c\u5373\u6709\u591a\u5c11\u6d88\u8d39\u8005\u5728\u4f7f\u7528\u4f60\u7684\u54c1\u724c\u3002\u6e17\u900f\u7387\u4e0a\u4e0d\u53bb\uff0cfrequency\uff08\u4f7f\u7528\u9891\u7387\uff09\u548cbasket size\uff08\u5355\u6b21\u4f7f\u7528\u91d1\u989d\u548c\u6570\u91cf\uff09\u90fd\u65e0\u4ece\u8c08\u8d77\u3002\u5bf9\u6b64\uff0c\u56fd\u5916\u6559\u6388\u8fd8\u8d77\u4e86\u4e2a\u540d\u5b57\u53eb\u201c\u53cc\u91cd\u56f0\u5883\u201d\uff0c\u610f\u601d\u5c31\u662f\u6ca1\u6709\u8db3\u591f\u7684\u6d88\u8d39\u8005\u57fa\u6570\uff0c\u4efb\u4f55\u54c1\u724c\u589e\u957f\u90fd\u65e0\u4ece\u8c08\u8d77\u3002<\/span><\/span><\/span><\/section>\n
\u90a3\u4e48\u5982\u4f55\u57f9\u517b\u6d88\u8d39\u8005\uff0c\u505a\u597d\u6d88\u8d39\u8005\u62db\u52df\uff1f\u6211\u4eec\u603b\u7ed3\u4e864\u4e2a\u6838\u5fc3\u5173\u952e\uff1a<\/span><\/strong><\/span><\/section>\n
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\u7b2c\u4e8c\uff0c<\/span>\u00a0\u5982\u4f55\u5229\u7528\u597dcategory entry point\uff0c\u54c1\u7c7b\u6838\u5fc3\u6e17\u900f\u573a\u666f\uff0c\u6765\u505a\u597d\u6d88\u8d39\u8005\u7684\u62db\u52df\uff1b<\/span><\/span><\/section>\n
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\u7b2c\u56db\uff0c\u5982\u4f55\u901a\u8fc7\u7aef\u5230\u7aef\u7684\u5546\u4e1a\u6a21\u5f0f\u8bbe\u8ba1\uff0c\u505a\u597d\u6d88\u8d39\u8005\u62db\u52df\uff0c\u51cf\u5c11\u6d88\u8d39\u8005\u62db\u52df\u8fc7\u7a0b\u4e2d\u7684\u969c\u788d\u3002<\/span><\/p>\n

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

\u8de8\u8d8a\u5468\u671f\uff0c\u5b8c\u6574\u7ec4\u5408<\/span><\/strong><\/p>\n

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<\/p>\n

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

\u6838\u5fc3\u573a\u666f\uff0c\u5efa\u7acb\u6e17\u900f<\/span><\/strong><\/p>\n

\u5982\u679c\u8981\u505a\u597d\u6d88\u8d39\u8005\u6e17\u900f\uff0c\u5f88\u591a\u54c1\u724c\u8ba4\u4e3a\u6700\u7b80\u5355\u7684\u65b9\u5f0f\u5c31\u662f\u505a\u76f4\u64ad\u3001\u538b\u4ef7\u683c\uff0c\u4f46\u8fd9\u4f1a\u78b0\u5230\u4e00\u4e2a\u6311\u6218\uff0c\u5982\u679c\u6301\u7eed\u901a\u8fc7\u76f4\u64ad\u548c\u4f4e\u4ef7\u505a\u6d88\u8d39\u8005\u62db\u52df\uff0c\u4e00\u5b9a\u4f1a\u7a00\u91ca\u54c1\u724c\u4ef7\u503c\uff0c\u5bb9\u6613\u4f24\u5bb3\u54c1\u724c\u8d44\u4ea7\uff0c\u964d\u4f4e\u54c1\u724c\u5728\u6d88\u8d39\u8005\u5fc3\u4e2d\u7684\u4ef7\u503c\u3002\u4e00\u4e2a\u54c1\u724c\u6700\u91cd\u8981\u7684\u4e0d\u4ec5\u662f\u7ed9\u6d88\u8d39\u8005\u5e26\u6765\u4ef7\u503c\uff0c\u66f4\u91cd\u8981\u7684\u662f\u4f20\u9012\u4e00\u79cd\u4ef7\u503c\u89c2\uff0c\u5965\u5229\u5965\u7684\u4ef7\u503c\u89c2\u662f\u548c\u6d88\u8d39\u8005\u73a9\u5728\u4e00\u8d77\uff0c\u91ca\u653e\u7ae5\u5fc3\u3002<\/span><\/p>\n

\u57fa\u4e8e\u8fd9\u6837\u7684\u54c1\u724c\u4ef7\u503c\uff0c\u6211\u4eec\u8ba4\u771f\u7814\u7a76\u4e86\u6574\u4e2a\u96f6\u98df\u54c1\u7c7b\u548c\u54c1\u724c\u7684category entry point\uff0c\u5c31\u662f\u5e0c\u671b\u6d88\u8d39\u8005\u8fdb\u5f97\u6765\uff0c\u7559\u5f97\u4f4f\u3002\u901a\u8fc7\u5e95\u5c42\u601d\u8003\u521b\u9020\u9700\u6c42\uff0c\u786e\u4fdd\u6211\u4eec\u80fd\u591f\u628a\u6d88\u8d39\u8005\u62db\u52df\u5230\u4e00\u8d77\u3002\u5728\u4e2d\u56fd\uff0c\u6211\u4eec\u7814\u7a76\u53d1\u73b0\uff0c\u6709\u56db\u4e2a\u70b9\u53ef\u4ee5\u628a\u5965\u5229\u5965\u7684\u54c1\u724c\u4ef7\u503c\u548c\u6d88\u8d39\u62db\u52df\u6709\u673a\u7ed3\u5408\u5728\u4e00\u8d77\u3002<\/span><\/span><\/section>\n

<\/p>\n

\u9996\u5148\u662f\u4e2d\u56fd\u65b0\u5e74\uff0c\u8fd9\u662f\u5168\u56fd\u4eba\u6c11\u56e2\u5706\u7684\u8282\u65e5\uff0c\u6625\u8282\u4e5f\u662f\u6211\u4eec\u8425\u9500\u6700\u91cd\u8981\u7684\u8282\u70b9\u3002<\/span><\/strong>\u6211\u4eec\u63a8\u51fa\u4e86\u9f99\u5e74\u997c\u7eb9\u548c\u7ea2\u8272\u5965\u5229\u5965\uff0c\u8ba9\u6d88\u8d39\u8005\u73a9\u5728\u4e00\u8d77\u3002\u6211\u4eec\u4e0d\u4ec5\u5356\u6625\u8282\u7684\u793c\u76d2\u88c5\u548c\u5bb6\u5ead\u88c5\uff0c\u66f4\u91cd\u8981\u7684\u662f\u5e0c\u671b\u628a\u5965\u5229\u5965\u73a9\u5728\u4e00\u8d77\u7684\u54c1\u724c\u7cbe\u795e\uff0c\u901a\u8fc7\u6625\u8282\u8fd9\u4e2a\u975e\u5e38\u6807\u5fd7\u6027\u7684\u573a\u666f\uff0c\u8ba9\u5168\u4e2d\u56fd14\u4ebf\u4eba\u6c11\u90fd\u80fd\u611f\u53d7\u5230\uff0c\u8ba9\u4ece\u8001\u5230\u5c0f\u73a9\u5728\u4e00\u8d77\uff0c\u4ece\u800c\u8ba9\u4ed6\u4eec\u5403\u4e0a\u5965\u5229\u5965\uff0c\u559c\u6b22\u4e0a\u5965\u5229\u5965\u3002<\/span><\/span><\/span><\/section>\n
\u7b2c\u4e8c\uff0c\u6625\u5b63\u51fa\u6e38\u573a\u666f\uff0c\u662f\u7cbe\u51c6\u9488\u5bf9\u5e74\u8f7b\u4eba\u9732\u8425\u9700\u8981\u7684\u6df1\u5ea6\u62db\u52df\u3002<\/span><\/strong>\u6bcf\u5e74\u6625\u5b63\u6211\u4eec\u90fd\u4f1a\u63a8\u51fa\u5965\u5229\u5965\u7684\u9650\u5b9a\u53e3\u5473\uff0c\u8ddf\u5e74\u8f7b\u4eba\u73a9\u5728\u4e00\u8d77\uff0c\u8ba9\u5965\u5229\u5965\u6210\u4e3a\u4ed6\u4eec\u5728\u51fa\u6e38\u573a\u666f\u7684\u9996\u9009\u96f6\u98df\uff0c<\/span>\u73b0\u5728\u6bcf\u5e74\u8d2d\u4e70\u6211\u4eec\u6625\u5b63\u9650\u5b9a\u4ea7\u54c1\u7684\u6d88\u8d39\u8005\u8fbe\u5230\u4e86\u6570\u5343\u4e07\u3002<\/span><\/span><\/section>\n
\u7b2c\u4e09\uff0c\u513f\u7ae5\u8282\u3002<\/span><\/strong>\u6bcf\u5e74\u67092\u4e2a\u65f6\u95f4\uff0c\u662f\u7236\u6bcd\u548c\u5b69\u5b50\u5173\u7cfb\u6700\u7d27\u5bc6\u7684\u65f6\u5019\uff0c\u4e00\u4e2a\u662f\u5b69\u5b50\u7684\u751f\u65e5\uff0c\u4e00\u4e2a\u662f\u513f\u7ae5\u8282\uff0c\u6240\u4ee5\u6bcf\u5e74\u7684\u513f\u7ae5\u8282\u6211\u4eec\u90fd\u4f1a\u901a\u8fc7\u4e00\u7cfb\u5217\u8425\u9500\u6d3b\u52a8\u8ba9\u7236\u6bcd\u548c\u5b69\u5b50\u6682\u65f6\u653e\u4e0b\u7d27\u5f20\u7684\u5b66\u4e60\u548c\u6392\u540d\uff0c\u771f\u6b63\u73a9\u5728\u4e00\u8d77\u3002\u6211\u4eec\u7528\u5168\u4e2d\u56fd\u559c\u7231\u7684\u9ed1\u767d\u718a\u732b\u5f62\u8c61\uff0c\u6253\u9020\u4e86\u4e13\u5c5e\u4e8e\u5965\u5229\u5965\u7684\u72ec\u7279icon\uff0c\u771f\u6b63\u7684\u6ce1\u51fa\u7ae5\u5fc3\uff0c\u73a9\u5728\u4e00\u8d77\u3002<\/span><\/span><\/span><\/section>\n

\u7b2c\u56db\uff0c\u6211\u4eec\u548c\u300a\u4e09\u4f53\u300b\u5408\u4f5c\uff0c\u6253\u9020\u4e86\u72ec\u7279\u7684\u201c\u4e09\u4f53\u5965\u5229\u5965\u201d\u3002<\/span><\/strong>\u4e00\u4e2a\u54c1\u724c\u65e0\u8bba\u600e\u4e48\u6253\u5e7f\u544a\uff0c\u603b\u6709\u4e00\u90e8\u5206\u6d88\u8d39\u8005\u968f\u7740\u4eba\u751f\u9636\u6bb5\u7684\u53d8\u5316\u5f00\u59cb\u51cf\u5c11\u8d2d\u4e70\uff0c\u5965\u5229\u5965\u73b0\u5728\u78b0\u5230\u4e86\u4e00\u4e2a\u6311\u6218\uff0c\u5c31\u662f\u5f88\u591a\u4eba\u968f\u7740\u5e74\u9f84\u7684\u589e\u52a0\u4f1a\u51cf\u5c11\u5965\u5229\u5965\u7684\u98df\u7528\u3002\u4e3a\u4ec0\u4e48\u548c\u4e09\u4f53\u5408\u4f5c\uff1f\u56e0\u4e3a\u559c\u6b22\u4e09\u4f53\u7684\u4eba\u57fa\u672c\u90fd\u662f\u4e09\u56db\u5341\u5c81\u4ee5\u4e0a\u7684\u4eba\uff0c\u8fd9\u4e9b\u4eba\u662f\u6536\u5165\u975e\u5e38\u9ad8\uff0c\u6709\u9ad8\u8ba4\u77e5\u7684\u77e5\u8bc6\u5206\u5b50\uff0c\u5f88\u96be\u7b80\u5355\u7684\u88ab\u5e7f\u544a\u8bf4\u670d\u3002\u4f46\u5965\u5229\u5965\u9650\u5b9a\u4ea7\u54c1\u4e0a\u5e02\u4e4b\u540e\uff0c\u5f88\u597d\u7684\u63a8\u52a8\u4e86\u5965\u5229\u5965\u5728\u8fd9\u7fa4\u4eba\u4e2d\u95f4\u7684\u6e17\u900f\u7387\uff0c\u7ed9\u73a9\u5fc3\u4ee5\u5965\u4e49\uff0c\u8ba9\u4ed6\u4eec\u6682\u65f6\u7684\u653e\u4e0b\u5de5\u4f5c\uff0c\u91ca\u653e\u73a9\u5fc3\u3002<\/span><\/span><\/p>\n

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

\u62d3\u5c55\u54c1\u7c7b\uff0c\u5efa\u7acb\u4e60\u60ef<\/span><\/strong><\/section>\n
\u590d\u8d2d\u4e00\u76f4\u662f\u5f88\u591a\u6d88\u8d39\u54c1\u724c\u589e\u957f\u9047\u5230\u7684\u6311\u6218\u3002\u5728\u5e73\u53f0\u6d41\u91cf\u4e0d\u65ad\u589e\u957f\u65f6\uff0c\u5f88\u591a\u54c1\u724c\u66f4\u591a\u5173\u6ce8\u7684\u662f\u62db\u65b0\uff0c\u4f46\u73b0\u5728\u6d41\u91cf\u53d1\u751f\u6311\u6218\u65f6\uff0c\u5f88\u591a\u54c1\u724c\u5173\u6ce8\u7684\u662f\u590d\u8d2d\u3002\u6211\u4eec\u770b\u8fc7\u4e2d\u56fd\u5404\u5927\u96f6\u98df\u54c1\u724c\u54c1\u7c7b\u7684\u5e73\u5747\u8d2d\u4e70\u9891\u7387\uff0c\u4e00\u822c\u57282-3\u6b21\/\u5e74\u4e4b\u95f4\u3002\u90a3\u4e48\u5982\u4f55\u901a\u8fc7<\/span>\u5ef6\u4f38\u54c1\u724c\u7684\u6807\u5fd7\u6027\u53e3\u5473\uff0c\u57f9\u517b\u6d88\u8d39\u8005\u4e60\u60ef\uff0c\u62d3\u5c55\u54c1\u7c7b\u673a\u4f1a\uff1f<\/span><\/span><\/section>\n
\u5728\u8fc7\u53bb\u7684\u4e00\u5e74\uff0c\u5965\u5229\u5965\u4e00\u65b9\u9762\u901a\u8fc7\u8fdb\u519b\u86cb\u7cd5\u54c1\u7c7b\uff0c\u66f4\u597d\u7684\u6ee1\u8db3\u6d88\u8d39\u8005\u7684filling needs\uff08\u57ab\u9965\u9700\u6c42\uff09\uff0c\u63a8\u51fa\u4e86\u4e73\u916a\u86cb\u7cd5\u548c\u4e91\u6735\u86cb\u7cd5\uff0c\u77ed\u671f\u5185\u53d6\u5f97\u4e86\u5de8\u5927\u6210\u529f\uff0c\u5e02\u573a\u8868\u73b0\u4e0d\u4fd7\uff1b<\/span>\u53e6\u4e00\u65b9\u9762\u4e5f\u901a\u8fc7\u642d\u5efa\u6388\u6743\u4f53\u7cfb\uff0c\u8ddf\u884c\u4e1a\u5934\u90e8\u7684\u5976\u8336\u5e97\u548c\u51b0\u6dc7\u6dcb\u5e97\u54c1\u724c\u5408\u4f5c\uff0c\u63a8\u51fa\u51b0\u6fc0\u51cc\u548c\u5976\u8336\u54c1\u7c7b\uff0c\u63d0\u4f9b\u7ed9\u6d88\u8d39\u8005\u66f4\u597d\u7684\u53e3\u611f\uff0c\u6839\u636e\u6211\u4eec\u9500\u552e\u7684\u5965\u5229\u5965\u6570\u91cf\u8ba1\u7b97\uff0c\u5965\u5229\u5965\u5976\u8336\u4e00\u5e74\u9500\u552e\u8fbe\u5230\u6570\u4ebf\u676f\u3002<\/span><\/section>\n
<\/section>\n

\u6d88\u8d39\u8005\u5bf9\u5965\u5229\u5965\u5976\u8336\u3001\u5965\u5229\u5965\u51b0\u6dc7\u6dcb\u3001\u5965\u5229\u5965\u86cb\u7cd5\u7684\u4f53\u9a8c\u6784\u6210\u4e86\u4e00\u4e2a\u5b8c\u6574\u7684\u201c\u5965\u5229\u5965\u4f53\u9a8c\u201d\uff0c\u53ef\u4ee5\u63d0\u5347\u6d88\u8d39\u8005\u5bf9\u4e8e\u5965\u5229\u5965\u54c1\u724c\u7684\u7ec8\u8eab\u4ef7\u503c\u3002<\/span><\/p>\n

04<\/strong><\/p>\n

\u5546\u4e1a\u8bbe\u8ba1\uff0c\u5b8c\u6574\u94fe\u8def<\/span><\/strong><\/p>\n

\u6700\u540e\u6211\u60f3\u8bb2\u4e00\u4e2a\u5f88\u91cd\u8981\u7684\u70b9\uff0c\u5f88\u591a\u4eba\u4f1a\u8bf4\u6211\u7684\u4ea7\u54c1\u5df2\u7ecf\u505a\u7684\u5f88\u597d\u4e86\uff0c\u54c1\u724c\u5e7f\u544a\u4e5f\u6253\u4e86\uff0c\u4e3a\u4ec0\u4e48\u751f\u610f\u5c31\u662f\u4e0a\u4e0d\u53bb\uff1f\u5176\u5b9e\u5f88\u591a\u505a\u54c1\u724c\u51fa\u8eab\u7684\u4eba\u90fd\u4f1a\u5fd8\u8bb0\u4e00\u4e2a\u70b9\uff1a\u8981\u505a\u597d\u54c1\u724c\u589e\u957f\uff0c\u9664\u4e86\u505a\u597d\u4ea7\u54c1\u548c\u6c9f\u901a\u4e4b\u5916\uff0c\u642d\u5efa\u5b8c\u6574\u7684\u7aef\u5230\u7aef\u7684\u5546\u4e1a\u94fe\u8def\uff0c\u6765\u63a8\u52a8\u6d88\u8d39\u8005\u7aef\u5230\u7aef\u7684\u8d2d\u4e70\u884c\u4e3a\uff0c\u5bf9\u4e8e\u54c1\u724c\u589e\u957f\u4e5f\u662f\u81f3\u5173\u91cd\u8981\u7684\u3002\u4ee5\u5f80\u6211\u4eec\u7684\u505a\u6cd5\u662f\u54ea\u91cc\u6709\u6d41\u91cf\u5c31\u54ea\u91cc\u5f00\u5e97\uff0c\u4f46\u601d\u8003\u6574\u4e2a\u7aef\u5230\u7aef\u7684\u642d\u5efa\uff0c\u8981\u8ddf\u6d88\u8d39\u8005\u548c\u8d2d\u7269\u8005\u7684\u884c\u4e3a\u76f8\u5339\u914d\uff0c\u624d\u80fd\u53d1\u63251+1\uff1e2\u7684\u4f5c\u7528\u3002<\/span><\/p>\n

\u4e0a\u7ebf\u5e02\u573a\u56e0\u4e3a\u751f\u6d3b\u7684\u5feb\u8282\u594f\u548cOmni marketing\uff08\u5168\u65b9\u4f4d\u6570\u5b57\u8425\u9500\u6574\u5408\u5e73\u53f0\uff09\u7684\u53d1\u8fbe\uff0c\u6d88\u8d39\u8005\u51b3\u7b56\u94fe\u8def\u77ed\uff0c\u56e0\u6b64\u5982\u679c\u8981\u63a8\u52a8\u54c1\u724c\u589e\u91cf\uff0c\u91cd\u70b9\u662f\u9a71\u52a8\u7aef\u5230\u7aef\u7684\u6d88\u8d39\u8005\u5168\u94fe\u8def\uff0c\u8ba9\u6d88\u8d39\u8005\u770b\u5f97\u5230\uff0c\u7acb\u5373\u8d2d\u4e70\u3002<\/span><\/p>\n

\u6211\u4eec\u53c2\u7167\u6881\u5b81\u8001\u5e08\u7684\u7528\u6237\u753b\u50cf\u7406\u8bba\uff0c\u628a\u8d2d\u7269\u8005\u5206\u4e3a\u5927\u660e\u3001\u7b28\u7b28\u548c\u5c0f\u95f2\uff0c\u6211\u4eec\u5728\u4e0a\u7ebf\u57ce\u5e02\u505a\u4e86\u4e09\u4e2a\u975e\u5e38\u6709\u8da3\u7684\u5c1d\u8bd5\u3002<\/span><\/strong><\/span><\/section>\n
<\/section>\n
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