{"id":48358,"date":"2021-10-03T14:27:28","date_gmt":"2021-10-03T14:27:28","guid":{"rendered":"https:\/\/www.tyjzk.com\/?p=60670"},"modified":"2021-10-03T14:30:01","modified_gmt":"2021-10-03T14:30:01","slug":"%e5%93%81%e7%89%8cdtc%e6%96%b0%e8%a7%a3%ef%bc%9adata%e6%95%b0%e6%8d%ae%e3%80%81touchpoint%e8%a7%a6%e7%82%b9%e3%80%81content%e5%86%85%e5%ae%b9","status":"publish","type":"post","link":"https:\/\/www.tyjzk.com\/?p=48358","title":{"rendered":"\u54c1\u724cDTC\u65b0\u89e3\uff1aData\u6570\u636e\u3001Touchpoint\u89e6\u70b9\u3001Content\u5185\u5bb9"},"content":{"rendered":"<\/p>\n
DTC\u7684\u6982\u5ff5\u5982\u4eca\u5927\u5bb6\u90fd\u4e0d\u964c\u751f\uff0cDirect to Consumer\uff0c\u54c1\u724c\u76f4\u63a5\u89e6\u8fbe\u6d88\u8d39\u8005\u3002<\/strong><\/section>\n
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2021\u5e749\u670817\u65e5\uff0c\u5f20\u5e0c\u4f26\u53d7\u9080\u53c2\u52a0\u817e\u8baf\u5e7f\u544a\u4e3e\u529e\u7684\u201c\u300c\u57df\u89c1\u8d85\u65b0\u661f\u300dTOP100\u9881\u5956\u5178\u793c\u66a8\u54c1\u724c\u521b\u9020\u8425\u201d\uff0c\u5e76\u53d1\u8868\u4e86\u4e3b\u9898\u4e3a\u300a\u54c1\u724cDTC\u65f6\u4ee3\u4e0b\u7684\u589e\u957f\u53d8\u9769\u300b\u7684\u6f14\u8bb2\u2014\u2014\u8fd9\u662f\u589e\u957f\u9ed1\u76d2\u5728\u8fc7\u53bb\u4e00\u5e74\uff0c\u5bf9\u4e8e\u6d88\u8d39\u96f6\u552e\u884c\u4e1a\u7684\u72ec\u7acb\u7814\u7a76\u6210\u679c\u3002<\/p>\n<\/section>\n

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\u54c1\u724cDTC\u8d8b\u52bf\u7814\u7a76<\/strong><\/p>\n

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\u54c1\u724c\u79c1\u57df\u6218\u7565\u89c2\u5bdf<\/strong><\/p>\n

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\u540c\u65f6\uff0c\u73b0\u5728\u793e\u4f1a\u5316\u8425\u9500\u4e5f\u662f\u76ee\u524d\u54c1\u724c\u5efa\u7acb\u8d44\u4ea7\u7684\u5173\u952e\u624b\u6bb5\uff0c\u79c1\u57df\u9664\u4e86\u53ef\u4ee5\u548cC\u7aef\u6d88\u8d39\u8005\u4f4e\u6210\u672c\u4e92\u52a8\uff0c\u4e5f\u540c\u6837\u53ef\u4ee5\u548cKOL\u548cKOC\u5efa\u7acb\u4e92\u52a8\u5173\u7cfb\u3002\u6211\u4eec\u4e4b\u524d\u53d1\u73b0\u4e86\u5f88\u6709\u610f\u601d\u7684\u73b0\u8c61\uff0c\u5168\u7f51\u793e\u4ea4\u8d26\u53f7\u91cc\uff0c\u7ea6\u67092000\u4e07\u4eba\u5728\u81ea\u5df1\u7684\u7b80\u4ecb\u91cc\u9762\u7559\u4e0b\u4e86\u5546\u52a1\u8054\u7cfb\u65b9\u5f0f\uff0c\u5927\u6982\u7387\u90fd\u662f\u5fae\u4fe1\u53f7\u3002\u4f60\u53ef\u4ee5\u60f3\u8c61\u4e0b\uff0c\u5982\u679c\u6761\u4ef6\u5141\u8bb8\u6211\u4eec\u5176\u5b9e\u6709\u673a\u4f1a\u628a\u8fd92000\u4e07\u4eba\u52a0\u5230\u54c1\u724c\u5546\u52a1\u7684\u5fae\u4fe1\u4e0a\uff0c\u54c1\u724c\u53ef\u4ee5\u8ddf\u8fd9\u4e9bKOL\u3001KOC\u4ea7\u751f\u975e\u5e38\u591a\u7684\u5316\u5b66\u53cd\u5e94\u3002<\/p>\n

\u5b8c\u7f8e\u65e5\u8bb0\u6709\u5728\u62db\u80a1\u4e66\u91cc\u63d0\u5230\uff0c\u5728\u8fc7\u53bb\u4e24\u5e74\u548c1.5\u4e07\u540dKOL\u53d1\u751f\u8fc7\u4e92\u52a8\uff0c\u6211\u76f8\u4fe1\u548c\u7d20\u4eba\u53d1\u751f\u7684\u4e92\u52a8\u66f4\u591a\u4e86\u3002<\/p>\n

\u7b2c\u4e09\uff0c\u5355\u5ba2\u7ecf\u6d4e\u7684\u5229\u5dee\u3002\u5982\u679c\u672a\u6765\u662f\u4ee5\u7528\u6237\u4e3a\u4e2d\u5fc3\u7684\uff0c\u90a3\u6211\u4eec\u5fc5\u7136\u8981\u5f00\u53d1\u4e00\u4e2a\u7528\u6237\u7684\u751f\u547d\u5468\u671f\u4ef7\u503c\uff08Lifetime value\uff09\u3002\u6240\u4ee5\u4f60\u4f1a\u770b\u5230\u73b0\u5728\u5f88\u591a\u65b0\u7684\u6d88\u8d39\u54c1\u724c\u63d0\u4f9b\u7684\u662f\u4e00\u7cfb\u5217\u89e3\u51b3\u65b9\u6848\u800c\u4e0d\u5b8c\u5168\u662f\u4f20\u7edf\u54c1\u724c\u7684\u5927\u5355\u54c1\u7684\u903b\u8f91\uff0c\u56e0\u4e3a\u8fd9\u6837\u66f4\u5bb9\u6613\u62a2\u5360\u7528\u6237\u7684\u6ce8\u610f\u529b\uff0c\u5f62\u6210\u4ea7\u54c1\u5373\u5185\u5bb9\uff0c\u5185\u5bb9\u5373\u6d41\u91cf\uff0c\u6d41\u91cf\u6700\u540e\u53d8\u6210\u4e86Lifetime value\u7684\u5faa\u73af\u3002\uff08\u8d1f\u9762\u95ee\u9898\u662f\u7206\u54c1\u7387\u4f4e\u3001\u7ecf\u5178\u6b3e\u5c11\uff09<\/p>\n

\u6211\u4eec\u8ba4\u4e3a\u79c1\u57df\u6709\u66f4\u4e30\u5bcc\u7684\u5ba2\u6237\u4f53\u9a8c\uff0c\u4f60\u53ef\u4ee5\u81ea\u5df1\u5b9a\u5236\u5404\u79cd\u4e92\u52a8\u7b56\u7565\u751a\u81f3\u662f\u6e38\u620f\u5316\u73a9\u6cd5\u7b49\u7b49\uff0c\u53ef\u4ee5\u7ed9\u5ba2\u6237\u63d0\u4f9b\u516c\u57df\u5e73\u53f0\u770b\u4e0d\u5230\u7684\u73a9\u6cd5\uff0c\u4f7f\u5f97\u5ba2\u6237\u4ea7\u751f\u4e0d\u4e00\u6837\u7684\u9ecf\u6027\u3002<\/p>\n

\u6211\u4eec\u4e4b\u524d\u7814\u7a76\u56fd\u5185\u5934\u90e8\u7684\u6bcd\u5a74\u96f6\u552e\u54c1\u724c\u5b69\u5b50\u738b\uff0c\u6211\u4eec\u542c\u8bf4\u4ed6\u4eec\u8861\u91cf\u81ea\u5df1\u7684\u5e02\u5360\u7387\u662f\u4ece\u5355\u5ba2\u7ecf\u6d4e\u89d2\u5ea6\u51fa\u53d1\u7684\uff0c\u6bd4\u5982\u8bf4\u6bcf\u4e2a\u5b69\u5b50\u57280-3\u5c81\u6bcf\u5e74\u8981\u82b1\u63892\u4e07\u5757\uff0c\u800c\u5728\u5b69\u5b50\u738b\u6d88\u8d393000\u5143\uff0c\u90a3\u5c31\u8ba4\u4e3a\u5b69\u5b50\u738b\u7684\u4f1a\u5458\u57280-3\u5c81\u8fd9\u4e2a\u6d88\u8d39\u7fa4\u4f53\u4e2d\u7684\u5e02\u5360\u7387\u662f3000\u9664\u4ee520000\u3002<\/p>\n

\u5b69\u5b50\u738b\u5bfc\u8d2d\u7684\u4eba\u6548\u4e5f\u5f88\u9ad8\uff0c\u8fd9\u6e90\u4e8e\u4ed6\u4eec\u5728\u6570\u5b57\u5316\u4e2d\u53f0\u4e0a\u6709\u5927\u91cf\u7684\u6295\u5165\uff0c\u53ef\u4ee5\u57fa\u4e8e\u5ba2\u6237\u7684\u884c\u4e3a\u6307\u5bfc\u5bfc\u8d2d\u8fdb\u884c\u5dee\u5f02\u5316\u7684\u4e92\u52a8\uff0c\u6700\u7ec8\u4ea7\u751f\u8f83\u9ad8\u7684\u5ba2\u6237\u7c98\u6027\u548c\u7ec8\u8eab\u4ef7\u503c\u3002<\/p>\n

\u7b2c\u56db\uff0c\u7c89\u4e1d\u7ecf\u6d4e\u7684\u5229\u5dee\u3002\u5fae\u4fe1\u751f\u6001\u53ef\u4ee5\u8bf4\u662f\u5f88\u591a\u54c1\u724c\u7ba1\u7406\u94c1\u7c89\u552f\u4e00\u7684\u5de5\u5177\uff0c\u8fd9\u4e9b\u94c1\u7c89\u53c8\u53ef\u4ee5\u7ed9\u54c1\u724c\u5e26\u6765\u65b0\u7684\u5185\u5bb9\u5171\u521b\u3001\u4ea7\u54c1\u5171\u521b\u7b49\uff0c\u672c\u8d28\u4e0a\u90fd\u662f\u54c1\u724c\u7684\u65b0\u8d44\u4ea7\u3002\u4ee5\u4e00\u4e2a\u5f69\u5986\u5ba2\u6237\u4e3a\u4f8b\uff0c\u5979\u53ef\u80fd\u4e00\u5e74\u53ea\u80fd\u7ed9\u54c1\u724c\u8d21\u732e300\u5143\u7684\u8425\u6536\u3002\u4f46\u662f\u54c1\u724c\u53ef\u4ee5\u9080\u8bf7\u5ba2\u6237\u53c2\u52a0\u4ea7\u54c1\u7814\u53d1\u3001\u7d20\u4eba\u7b14\u8bb0\u5206\u4eab\u548c\u57fa\u4e8e\u5708\u5c42\u7684\u8001\u5e26\u65b0\uff0c\u8fd9\u4e9b\u90fd\u53ef\u4ee5\u7406\u89e3\u4e3a\u662f\u76f4\u63a5\u7684\u7ecf\u6d4e\u4ef7\u503c\uff0c\u751a\u81f3\u8fdc\u8fdc\u8d85\u8fc7300\u5143\u7684\u4ef7\u503c\u3002\u4f8b\u5982\u82b1\u897f\u5b50\uff0c\u5728\u79c1\u57df\u5df2\u7ecf\u6709\u505a\u8d85\u8fc7100\u671f\u7684\u4ea7\u54c1\u4f53\u9a8c\u5b98\u7684\u6d3b\u52a8\uff0c\u6bcf\u671f\u7ea61000\u4eba\uff0c\u8fd9\u662f\u54c1\u724c\u975e\u5e38\u5b9d\u8d35\u7684\u4e00\u7b14\u8d22\u5bcc\u3002<\/p>\n

\u63a5\u4e0b\u6765\u7b80\u5355\u4ecb\u7ecd\u4e00\u4e0b\u79c1\u57df\u7684\u51e0\u79cd\u5e38\u89c1\u6a21\u5f0f\u3002<\/p>\n

<\/p>\n

\u540c\u65f6\uff0c\u8001\u677f\u5728\u505a\u79c1\u57df\u4e4b\u524d\u7ecf\u5e38\u4f1a\u95ee\u6211\u79c1\u57df\u7684\u4eba\u529b\u3001\u8d22\u529b\u7684\u6295\u5165\u3002\u6211\u4eec\u4e5f\u548c\u4e0d\u5c11\u79c1\u57df\u4ee3\u8fd0\u8425\u516c\u53f8\u804a\u8fc7\uff0c\u4ed6\u4eec\u89c9\u5f97\u54c1\u724c\u505a\u79c1\u57df\u76f8\u5bf9\u6bd4\u8f83\u5408\u7406\u7684\u9884\u671f\u662f\u81f3\u5c11\u8981\u4e00\u5e74\u624d\u80fd\u76c8\u4e8f\u5e73\u8861\u3002\u79c1\u57df\u672c\u8d28\u662f\u54c1\u724c\u8d44\u4ea7\u7684\u4e00\u79cd\u50a8\u84c4\uff0c\u548c\u505a\u54c1\u724c\u4e00\u6837\u4e0d\u80fd\u592a\u6025\u529f\u8fd1\u5229\u3002<\/p>\n

\u90a3\u4e48\u8fd9\u4e2a\u65e9\u671f\u50a8\u84c4\u8981\u6295\u591a\u5c11\u94b1\u8fdb\u53bb\uff1f<\/p>\n

\u5982\u679c\u662f\u5bfc\u8d2d\u578b\u7684\u79c1\u57df\uff0c\u7b2c\u4e00\u5e74\u76c8\u4e8f\u5e73\u8861\u7684\u60c5\u51b5\u4e0b\uff0c\u8425\u6536\u768410%\u82b1\u5728\u5f15\u6d41\u4e0a\u9762\uff0c\u6295\u5e7f\u544a\u3001AI\u7535\u8bdd\u3001\u77ed\u4fe1\u3001DM\u5361\u7247\u3002\u5927\u90e8\u5206\u662f\u7ed9\u5ba2\u6237\u7684\u9996\u5355\u798f\u5229\uff0c\u6bd5\u7adf\u73b0\u5728\u5e73\u53f0\u7535\u5546\u7684\u83b7\u5ba2\u6210\u672c\u4e5f\u8981\u51e0\u767e\u5757\u94b1\uff0c\u54c1\u724c\u81ea\u5df1\u8865\u8d34\u4e00\u5355\u7ed9\u5ba2\u6237\u8fd8\u662f\u6bd4\u8f83\u6b63\u5e38\u7684\u3002<\/p>\n

<\/p>\n

\u4eba\u529b\u6210\u672c\u63a7\u5236\u572820%\u4ee5\u5185\uff0c\u5305\u62ec\u4ee5\u9500\u552e\u4e3a\u5bfc\u5411\u7684\u5bfc\u8d2d\u8fd8\u6709\u4ee5\u8fd0\u8425\u4e3a\u5bfc\u5411\u7684\u8fd0\u8425\u4eba\u5458\uff0c\u5305\u62ec\u5185\u5bb9\u8fd0\u8425\u3001\u7535\u5546\u8fd0\u8425\u7b49\u7b49\u3002<\/p>\n

\u6211\u4e5f\u95ee\u4e86\u79c1\u57df\u4ee3\u8fd0\u8425\u56e2\u961f\u600e\u4e48\u8861\u91cf\u79c1\u57df\u7684\u6295\u5165\u4ea7\u51fa\uff0c\u7b80\u5355\u6765\u770b\u662f\u6bcf\u4e00\u4e2a\u7c89\u4e1d\u7684\u6708\u5747\u4ea7\u503c\uff0c\u8fd9\u662f\u4e00\u79cd\u601d\u8def\uff0c\u8fd9\u4e2a\u53eb\u7c89\u6548\u3002\u7b2c\u4e8c\uff0c\u4eba\u6548\u3002\u5373\u5bfc\u8d2d\u7684\u6708\u5747\u4ea7\u503c\u3002<\/p>\n

\u6bcf\u4e2a\u884c\u4e1a\u7684\u53c2\u6570\u662f\u4e0d\u4e00\u6837\u7684\uff0c\u53ef\u80fd\u6bcf\u4e2a\u7c89\u4e1d\u6bcf\u67085\u5143\u523020\u5143\u4e0d\u7b49\uff0c\u5bfc\u8d2d\u6709\u4e9b\u505a\u523030\u4e07\u6bcf\u4eba\u6bcf\u5e74\uff0c\u5408\u7406\u7684\u53ca\u683c\u7ebf\u53ef\u80fd\u572860\u4e07\u6bcf\u4eba\u6bcf\u5e74\uff0c\u505a\u7684\u597d\u8981100\u4e07\u6bcf\u4eba\u6bcf\u5e74\u3002<\/p>\n

\u6240\u4ee5\uff0c\u5982\u679c\u957f\u6548\u53bb\u770b\u79c1\u9886\u7684\u5360\u6bd4\u8d8a\u6765\u8d8a\u9ad8\uff0c\u6162\u6162\u8fbe\u5230\u516c\u79c1\u57df\u5229\u5dee\u7684\u535a\u5f08\u70b9\uff0c\u51c0\u6536\u76ca\u662f\u6162\u6162\u4ea7\u751f\u7684\u4e2d\u95f4\u8981\u6709\u534a\u5e74\u5230\u4e00\u5e74\u7684\u6295\u5165\u671f\u3002\u5177\u4f53\u7684\u914d\u7f6e\u6211\u4e0d\u7ec6\u8bf4\u4e86\uff0c\u5927\u6982\u572815%-20%\u5de6\u53f3\u3002<\/p>\n

\u6211\u4eec\u770b\u5230\u5f88\u591a\u79c1\u57df\u4ee3\u8fd0\u8425\u7684\u5d1b\u8d77\uff0c\u56e0\u4e3a\u54c1\u724c\u6ca1\u6709\u529e\u6cd5\u81ea\u5df1\u96c7\u51e0\u5341\u4eba\u3001\u751a\u81f3\u4e0a\u767e\u4eba\u7684\u5bfc\u8d2d\u56e2\u961f\u53bb\u670d\u52a1\u5ba2\u6237\uff0c\u4f01\u4e1a\u8981\u7ed3\u5408\u81ea\u5df1\u7684\u4eba\u529b\u6210\u672c\u548c\u6bdb\u5229\u60c5\u51b5\u53bb\u8ba1\u5212\u81ea\u5df1\u662f\u5426\u8981\u4f7f\u7528\u79c1\u57df\u4ee3\u8fd0\u8425\u3002\u5982\u679c\u628a\u8f6c\u5316\u6f0f\u6597\u548c\u804c\u80fd\u5408\u5e76\u8d77\u6765\u5927\u6982\u4f1a\u8fdb\u884c\u8fd9\u6837\u7684\u914d\u7f6e\uff0c\u9ebb\u96c0\u867d\u5c0f\u4e94\u810f\u4ff1\u5168\uff0c\u6240\u4ee5\u6574\u4f53\u96be\u5ea6\u8fd8\u662f\u5f88\u9ad8\u7684\u3002<\/p>\n

<\/p>\n

\u54c1\u724c\u79c1\u57df\u6218\u672f\u89c2\u5bdf<\/strong><\/p>\n

\u505a\u6218\u672f\u6216\u8005\u505a\u7b56\u7565\u6700\u91cd\u8981\u7684\u662f\u5efa\u7acb\u6a21\u578b\uff0c\u6211\u662f\u5b66\u751f\u7269\u7684\uff0c\u505a\u5b9e\u9a8c\u524d\u90fd\u8981\u5148\u6709\u4e00\u4e2a\u5047\u8bbe\uff0c\u7136\u540e\u770b\u5b9e\u9a8c\u6570\u636e\u53bb\u9a8c\u8bc1\u3002\u8fd9\u53eb\u76f8\u4fe1\u903b\u8f91\u7b49\u5f85\u6570\u636e\uff0c\u800c\u4e0d\u662f\u8ff7\u4fe1\u6570\u636e\u671f\u5f85\u67d0\u79cd\u7ed3\u679c\u3002\u5728\u505a\u4efb\u4f55\u5b9e\u9a8c\u4e4b\u524d\u6709\u81ea\u5df1\u76f8\u5bf9\u5b8c\u6574\u7684\u903b\u8f91\uff0c\u6570\u636e\u548c\u7ed3\u679c\u53ea\u662f\u7528\u6765\u68c0\u9a8c\u7684\uff0c\u6240\u4ee5\u4e0d\u80fd\u98a0\u5012\u8fc7\u6765\u3002\u56fd\u5916\u7684\u79c1\u57df\u8fd0\u8425\u662f\u76f8\u5bf9\u6210\u719f\u7684\uff0c\u56e0\u4e3a\u6bcf\u4e2a\u4f01\u4e1a\u90fd\u6709\u81ea\u5df1\u7684\u5b98\u7f51\uff0c\u4ed6\u4eec\u6709\u5b8c\u6574\u7684\u6a21\u578b\u548c\u65b9\u6cd5\u8bba\u3002<\/p>\n

\u5927\u5bb6\u53ef\u4ee5\u641c\u4e00\u4e2a\u5173\u952e\u8bcd\u53eb\u4ece\u7ebf\u7d22\u5230\u8ba2\u5355\uff0c\u7b80\u79f0LTO\uff08Lead to order\uff09\uff0c\u56fd\u5916\u4e5f\u6709\u53ebLTC\uff08Lead to cash\uff09\u7684\uff0c\u4ece\u7ebf\u7d22\u5230\u73b0\u91d1\u3002\u8fd9\u4e2a\u5728B2B\u4f01\u4e1a\u91cc\u9762\u804a\u7684\u6bd4\u8f83\u591a\uff0c\u6bd4\u5982\u534e\u4e3a\u5c31\u82b1\u4e86\u975e\u5e38\u591a\u7684\u94b1\u53bb\u642d\u5efaLTO\u8fd9\u4e2a\u7cfb\u7edf\u3002<\/p>\n

\u5982\u679c\u6d88\u8d39\u54c1\u54c1\u724c\u672a\u6765\u8981\u4ee5\u7528\u6237\u4e3a\u4e2d\u5fc3\uff0c\u90a3\u5c31\u5fc5\u987b\u53bb\u505a\u7528\u6237\u8fd0\u8425\uff0c\u91cc\u9762\u5305\u542b\u5f15\u6d41\u3001\u5b75\u5316\u3001\u8f6c\u5316\u7b49\u7b49\u7684\u94fe\u8def\u3002<\/p>\n

\u5404\u79cd\u5f15\u6d41\u7b56\u7565\u6211\u5927\u6982\u5217\u4e86\u4e00\u4e0b\uff0c\u4f01\u4e1a\u7ed3\u5408\u81ea\u5df1\u7684\u5b9e\u9645\u60c5\u51b5\u8fdb\u884c\u6392\u5217\u7ec4\u5408\u3002<\/p>\n

\u7ebf\u4e0a\u7ebf\u4e0b\u90fd\u53ef\u4ee5\u5f53\u6210\u7535\u5546\u903b\u8f91\u6765\u8fd0\u8425\uff0c\u5927\u5bb6\u8981\u53bb\u5408\u7406\u914d\u7f6e\u81ea\u5df1\u7684\u5f15\u6d41\u89e6\u70b9\uff0c\u5728\u57f9\u80b2\u7684\u8fc7\u7a0b\u4e2d\u770b\u5230\u4e00\u4e9b\u4e3b\u6d41\u7b56\u7565\u5305\u62ec\u8bad\u7ec3\u8425\uff0c\u60f3\u8981\u57f9\u517b\u7528\u6237\u4e60\u60ef\u7684\u54c1\u724c\u53ef\u4ee5\u8003\u8651\u3002\u73b0\u5728\u4f1a\u5458\u7cfb\u7edf\u666e\u904d\u5df2\u7ecf\u5f80\u63d0\u4f9b\u72ec\u7279\u4ef7\u503c\u4e0a\u53d1\u5c55\u4e86\uff0c\u800c\u4e0d\u662f\u7b80\u5355\u5730\u6253\u6298\u4fc3\u9500\u4e86\u3002<\/p>\n

\u8fd9\u4e9b\u89e6\u70b9\u7b80\u5355\u6765\u60f3\u4e5f\u5c31\u662f1V1\u3001\u7fa4\u804a\u3001\u670b\u53cb\u5708\uff0c\u7ecf\u5e38\u6709\u4f01\u4e1a\u95ee\u6211\u5230\u5e95\u8981\u505a\u54ea\u4e9b\uff0c\u6211\u7684\u7b54\u6848\u662f\u66dd\u5149\u7b49\u4e8e\u8d2d\u4e70\uff0c\u5728\u8fd9\u79cd\u60c5\u51b5\u4e0b\u6240\u6709\u7684\u5177\u4f53\u7684\u65b9\u5f0f\u90fd\u662f\u6b21\u8981\u7684\uff0c\u6838\u5fc3\u662f\u4ee5\u4f60\u54c1\u724c\u7684\u8c03\u6027\u4fdd\u6301\u81ea\u5df1\u5e94\u8be5\u6709\u7684\u4ea4\u4e92\u9891\u7387\u548c\u4ea4\u4e92\u65b9\u5f0f\uff0c\u4f20\u9012\u81ea\u5df1\u54c1\u724c\u5dee\u5f02\u5316\u7684\u5185\u5bb9\u3002<\/p>\n

\u79c1\u57df\u8f6c\u5316\u9760\u5355\u5ba2\u7ecf\u6d4e\uff0c\u4f60\u5fc5\u987b\u8981\u60f3\u529e\u6cd5\u6709\u66f4\u4e30\u5bcc\u7684SPU\u3002\u8fd9\u5c31\u4ea7\u751f\u4e86\u4e00\u79cd\u73b0\u8c61\uff0c\u6211\u4eec\u53d1\u73b0\u79c1\u57df\u91cc\u73b0\u5728\u8dd1\u5f97\u6bd4\u8f83\u5feb\u3001\u79c1\u57df\u4f53\u91cf\u505a\u5f97\u5927\u7684\u65b0\u6d88\u8d39\u54c1\u724c\u65e0\u4e00\u4f8b\u5916\u5168\u90e8\u90fd\u662f\u5f02\u4e1a\u5408\u4f5c\uff0c\u800c\u4e14\u5f02\u4e1a\u5408\u4f5c\u7684\u6bd4\u4f8b\u4ece20%\u523050%\u751a\u81f3\u5f69\u5986\u91cc\u80fd\u591f\u523070%\uff0c\u6bd4\u5982\u8bf4\u5143\u6c14\u68ee\u6797\u4e4b\u524d\u770b\u5b83\u5c0f\u7a0b\u5e8f\u5f02\u4e1a\u5408\u4f5c20%\u3002<\/p>\n

\u5982\u679c\u662f\u4ee5\u7528\u6237\u4e3a\u4e2d\u5fc3\u7684\u8bdd\u5fc5\u987b\u8981\u7b26\u5408\u7528\u6237\u7684\u4f5c\u606f\u4e60\u60ef\uff0c\u6211\u4eec\u81ea\u5df1\u5728\u5fae\u4fe1\u7fa4\u91cc\u52a0\u5165\u4e86\u4e00\u767e\u4e2a\u65b0\u6d88\u8d39\u54c1\u724c\u7684\u5fae\u4fe1\u7fa4\uff0c\u770b\u4ed6\u4eec\u7684\u793e\u7fa4\u3001\u670b\u53cb\u5708\u3001\u7814\u7a76\u5c0f\u7a0b\u5e8f\u6570\u636e\uff0c\u8fd9\u662f\u793e\u7fa4\u6d3b\u8dc3\u7684\u65f6\u95f4\uff0c\u8fd9\u662f\u8ba2\u5355\u5206\u5e03\u7684\u65f6\u95f4\uff0c\u6240\u4ee5\u5927\u5bb6\u4e5f\u53ef\u4ee5\u5408\u7406\u5b89\u6392\u81ea\u5df1\u65e5\u5e38\u600e\u4e48\u548c\u7528\u6237\u4e92\u52a8\u3002<\/p>\n

\u6700\u540e\uff0c\u5982\u679c\u60f3\u9ad8\u6548\u8fd0\u8425\u79c1\u57df\u5c31\u5fc5\u987b\u4ee5\u6765\u7cfb\u7edf\u5de5\u7a0b\uff0c\u5982\u679c\u6211\u4eec\u60f3\u642d\u5efa\u4e00\u4e2a\u7cfb\u7edf\uff0c\u628a\u6a21\u578b\u66f4\u9ad8\u6548\u5730\u8fd0\u8f6c\u8d77\u6765\uff0c\u6211\u4eec\u81ea\u5df1\u63d0\u51fa\u4e86\u4e00\u4e2a\u589e\u957f\u5de5\u7a0b\u3002\u56fd\u5916\u8bf4\u7684DTC\u666e\u904d\u8bf4\u7684\u662fDirect to consumer\uff0c\u4e4b\u524d\u8fd8\u6709\u670b\u53cb\u7ecf\u5e38\u8ddf\u6211\u4eec\u5f00\u73a9\u7b11\u56fd\u5185\u53eb\u6296\u97f3\u3001\u6dd8\u5b9d\u3001 consumer\uff0c\u6211\u4eec\u81ea\u5df1\u63d0\u51fa\u53ebData\uff0cTouch point , Content\uff0c\u7528\u89e6\u70b9\u3001\u6570\u636e\u548c\u5185\u5bb9\u7684\u903b\u8f91\u6765\u505a\u3002<\/p>\n

<\/p>\n

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<\/p>\n

\u54c1\u724c\u79c1\u57df\u6848\u4f8b\u5b66\u4e60<\/strong><\/p>\n

\u521a\u624d\u63d0\u5230\u4e86\u56db\u4e2a\u5229\u5dee\uff0c\u6211\u4eec\u4ece\u56db\u4e2a\u5229\u5dee\u7684\u89d2\u5ea6\u770b\u4e0b\u6848\u4f8b\u3002<\/p>\n

\u7b2c\u4e00\uff0c\u79c1\u57df\u5e73\u53f0\u7684\u7a0e\u6536\u66f4\u4f4e\uff0c\u53cd\u800c\u5728\u79c1\u57df\u91cc\u80fd\u6f14\u5316\u51fa\u5e73\u53f0\u7535\u5546\u7684\u903b\u8f91\uff0c\u6bd4\u5982\u8bf4\u8fd9\u662f\u67d0\u4e2a\u6bcd\u5a74\u5e73\u53f0\u7684\u597d\u7269\u5546\u57ce\uff0c\u5b83\u5728\u8fd112\u4e2a\u6708\u81ea\u6709\u54c1\u724c\u662f80%\u7684\u9500\u552e\u989d\uff0c\u5f02\u4e1a\u54c1\u724c\u662f20%\u7684\u9500\u552e\u989d\uff0c\u80fd\u591f\u770b\u5230\u8fd9\u4e48\u591aSKU\u5728\u4e0a\u9762\u3002\u5305\u62ec\u50cf\u4e4b\u524d\u770b\u7684\u5b8c\u7f8e\u65e5\u8bb0\u79c1\u57df\u4e5f\u662f\u6709\u5927\u91cf\u7684SKU\uff0c\u5305\u62eccolorkey\u3002\u4e4b\u524d\u6211\u7ed9\u817e\u8baf\u7684\u5c0f\u4f19\u4f34\u5c55\u793a\u4e86colorkey\u7684\u5c0f\u7a0b\u5e8f\uff0c\u4ed6\u4eec\u524d\u51e0\u5929\u5c0f\u7a0b\u5e8f\u7684\u9996\u9875\u5168\u662f\u4e09\u53ea\u677e\u9f20\u7684\u6d3b\u52a8\uff0c\u56e0\u4e3a\u4e09\u53ea\u677e\u9f20\u7ed9\u7684\u4f63\u91d1\u9ad8\u3002<\/p>\n

\u5982\u679c\u4f60\u81ea\u5df1\u7684\u79c1\u57df\u7c89\u4e1d\u591a\u5b8c\u5168\u53ef\u4ee5\u505a\u5f02\u4e1a\u7684\u5408\u4f5c\uff0c\u800c\u4e14\u5b9e\u9645\u4e0a\u4e5f\u5728\u53d1\u751f\u4e86\u3002\u6211\u66fe\u7ecf\u8ddf\u4ed6\u4eec\u8ba8\u8bba\u8fc7\u8fd9\u6837\u4f1a\u4e0d\u4f1a\u4f24\u5bb3\u54c1\u724c\u8c03\u6027\uff0c\u4ed6\u4eec\u8bf4\u5982\u679c\u4f60\u662f\u4ee5\u7528\u6237\u4e3a\u4e2d\u5fc3\u51fa\u53d1\uff0c\u4f60\u80fd\u6ee1\u8db3\u4ed6\u4eec\u5404\u5f0f\u5404\u6837\u7684\u8bc9\u6c42\uff0c\u4ee5\u5bfc\u8d2d\u7684\u5f62\u5f0f\u53bb\u662f\u4e0d\u4f1a\u8ba9\u7528\u6237\u53cd\u611f\u7684\u3002\u5982\u679c\u4f60\u662f\u5929\u5929\u5356\u8fd9\u7fa4\u7528\u6237\u4e0d\u60f3\u8981\u7684\u4e1c\u897f\u7684\u8bdd\uff0c\u81ea\u7136\u800c\u7136\u5c31\u4f1a\u4ea7\u751f\u53cd\u611f\u3002<\/p>\n

<\/p>\n

\u7b2c\u4e8c\uff0c\u5229\u7528\u4e92\u52a8\u6210\u672c\u57f9\u517b\u7528\u6237\u4e60\u60ef\u3002\u8fd9\u4ef6\u4e8b\u60c5\u5728\u6559\u80b2\u884c\u4e1a\u662f\u975e\u5e38\u6210\u719f\u7684\u3002\u4f8b\u5982\u5e02\u9762\u4e0a\u6709\u5f88\u591a14\u5929\u7406\u8d22\u8bad\u7ec3\u8425\uff0c\u8fd9\u4e2a\u6a21\u578b\u5728\u8d22\u5546\u6559\u80b2\u516c\u53f8\u4ece2015\u5e74\u5f00\u59cb\u5c31\u4e00\u76f4\u5728\u8dd1\uff0c\u5f53\u65f6\u8fd8\u5728QQ\u751f\u6001\u91cc\u5c31\u5f00\u59cb\u8dd1\uff0c\u73b0\u5728\u5728\u5fae\u4fe1\u751f\u6001\u4e2d\u4e00\u76f4\u5728\u8dd1\u30029.9\u5143\u8bf7\u7528\u6237\u8fc7\u6765\u53c2\u52a0\u4e00\u4e2a14\u5929\u7684\u7406\u8d22\u8bad\u7ec3\u8425\uff0c\u4e2d\u95f4\u6709\u975e\u5e38\u5b8c\u6574\u7684\u4f1a\u9500\u811a\u672c\uff0c\u8fd8\u6709\u4e13\u95e8\u7684\u73ed\u957f\u5e26\u7740\u540c\u5b66\u5b66\u4e60\uff0c\u5229\u7528\u4eba\u6c11\u7fa4\u4f17\u7ba1\u7406\u4eba\u6c11\u7fa4\u4f17\uff0c\u8fd9\u4e2a\u6a21\u578b\u662f\u80fd\u8dd1\u901a\u7684\u3002<\/p>\n

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\u6574\u7406\uff1a\u90b9\u5c0f\u56f0<\/p>\n

\u6765\u6e90\uff1a\u589e\u957f\u9ed1\u76d2Growthbox<\/p>\n

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