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一、 品牌运营推广痛点
1.pinpaiyingxiaoyishidanbo,duipinpaineihandelijiebushen:20shiji90niandaizhonghouqiwoguoqiyekaishimanmanjuexingpinpaiyishi,zaimosuoguochengzhongshaobufenqiyechenggongjianlilepinpai,danshidaduoshuhaitingliuzaipinpaijianshedechujijieduan,pinpaiyingxiaoyishidanbo,gengyouxuduoqiyerenweizijizhishizhongxiaoxingqiye,pinpaijiansheyinggaishidaqiyedeshiqing,tamenzhuiqiujinkuaihuoquduanqishouyi,erbuyuanyichuangzaozijidepinpai,congeryongyuanchuyujiazhiliandediduan。haiyoudaliangdexiaoqiyetingliuzaichuangyechuqi,tamenzhangqizhengzhazaishengcunxian,shengcunzhishangdeguannianxiameiyouyishidaopinpainenggoujiqiyedailaidegaofujiazhihegaolirunlv,gengbietanyishidaopinpaijiansheyuqiyefazhanxiangfuxiangchengdedaoli,yizhiyuxuduoqiyetanpinpaisebian,qingyuanyilaitarendepinpai。
2.quefazhunquedepinpaidingwei:zaiduishichanghechanpinjinxingdingweidejichushang,qiyehaibixuduizijidepinpaijinxingdingwei。zhenduimubiaoshichangdepinpaixingxiangdingweilibukaiduipinpaiwenhuaquxianghezishengexinghuadeyuansudewajue。qiyebixuweitedingpinpaiquedingyigeheshideshichangweizhi,congershishangpinzaixiaofeizhexinzhongzhanjuyidingdeweizhi。
3.pinpaituiguangfangshidanyi,guofenyilaiguanggao:woguoqiyemuqianzaipinpaituiguangfangmiancunzaidezuidawentijiushipinpaituiguangfangshiguoyudanyi,guofenyilaiguanggaojinxingpinpaituiguang。zheixieqiyehushilemeijiezuhe,pinpaituiguangdefangshiguoyudanyi,congerdaozhichanpintuiguangxiaoguojiaocha。bujinruci,jibianshitongguoguanggaotuiguang,henduoqiyeyecunzaizheyixiewenti,qiguanggaoquefachuangyi,daduoleitong,nanyiyinqixiaofeizhedegongming,zaixiaofeizhexinmuzhongderenkeducha。
4.pinpaisuiyiyanzhan:liyongyuanpinpaideliliangtuichuxinchanpinhuokaituoxinshichangjiushiduipinpaideyanzhan,zhidezhuyideshixinyuansuhelaopinpaizhijianjueduishilianxijinmierfeigezidulide。ranerxuduoqiyeliyongyuanpinpaijinxingkuozhangdeshihou,yiweizhuiqiuguimohuozheliyi,jigongjinlidexintaixia,suiyikuozhanzijidepinpaiyuansu,beililepinpaiyanshendeguilv,shipinpaichaoxiangsuiyidefangxiangyanzhan,rangyuanbentongyidepinpaixingxiangbiandehunluanbukan,shichangduipinpaideshibiechuxianbutongyi,wuyihuiduiyuanpinpaidehexinjiazhihegexinghuadailaijidadifumianyingxiang。
5.hushiduipinpaideguanli:yaoweichichanpinpinpaidechixuyingxiang,cujinpinpaiyingxiaodekechixufazhan,haibixujiaqiangduipinpaideguanli。woguoqiyeyingxiaodepinpaiyingxiaohaichuyuqibujieduan,henduoqiyezaishijianguochengzhong,buzunxunqiyepinpaidefazhanguilv,rezhongyuduipinpaijinxingzaoshi,erhushiduipinpaideguanli,youcizaochengwoguohenduoqiyepubiancunzaizhepinpaiduanming。jiuqiyuanyin,zeshiyouyuwoguoqiyezhizhongshipinpaidazao,renweipinpaijianshejiushipinpaijianli,quebuzhidaopinpaijiansheshiyigexitongdeyizhichixudeguocheng,chixudipinpaiguanlicaishipinpaikechixufazhandeguanjian。
二、解决方案
pinpaidexianhoubutongshiqihuafenweidaoruqi、chengzhangqi、quanshengqiheshuailuoqisigefazhanjieduan。
1.daoruqi
daoruqiweiqiyedepinpaidiyicimianduigukehuodiyicicanyujingzhengdejieduan。
shouxian,zhenduiyigexinpinpaidemianshi,mubiaogukedefanyingkendingyouhendadechayi--moshi、guanzhu、changshihechongdangchuanbozhededouyou。qiyezaipinpaidetuiguangqianbixuzhidingyitaoyoulianxuxinghezhenduixingdetuiguangbuzhou,zheixiebuzhouzheyanyuzhangqibingshiyongyumubiaogukedeshenghuofangshihexiguan。qiyejinxingtuiguangdemudezhiyishiyinqidaduoshuchi"moshi"taidudegukedeguanzhuhehuigu。tamenzhisuoyishimoshide,yangelaishuozheishiyizhongxiaofeiguanxingshiran,qiyedemudeshidapozheizhongguanxing。congchanpinhuopinpaicengmianshanglaijieshi,gukezaochengxiaofeiguanxingdeyuanyinbuwaihupinpaidezhongcheng、goumaiheshiyongdebianlixing。gukeduimoupinpaidezhongcheng,qiyeyishinanyihandong。dangoumaiheshiyongdebianlixing,qiyezeyongyouhendadezhudaoquan。chengranruci,conggenyuanshangkan,dadongchimoshitaidudegukequn,diyiyaoshipinpaibaohanneihandingweizaineidesandingweizhunque;dierguanggaohexuanchuanyaolianxu;disanyaoshichanpinjuyouchayixinghegongnengdeshiyingxing;disiqudaobujuyaohehugukedejiaogaoqiwang;diwuyingxiaoguihuayaoyipinpaihuaweijizhun。xiangxinzheiwugebuzhouzuyishi"moshi"degukequnzhuanbianwei"guanzhuhehuigu"degukequn。
jingzhengzheduiyuyigexinpinpaimianshisuobiaoxianchulaidetaiduyehuiyinqiyedeshichangdongzuoercunzaijiaodachabie,danzonghuiyougepubianxingdetaidu,neijiushimiqieguanzhuheqitutanxunqiyedeshichangtumou。henxianran,qiyezaipinpaituiguangshi,yixiecelvejiangwanquanbaoluzaijingzhengzhemianqian,zheishibichengweijingzhengzhezhidingxiayibuzujijihuadeyiju。yinci,qiyeyoubiyaoguyiluyixiejiaxiangjijingzhengzheyituoyanqizujijihuadejishishixian,rangqiyezhengqugengduoshijianlaihuodeshijingzhengzheshenganyiwaideshichangkongjianhepinpaizhimingdu。
duiyumeitieryan,yigexinpinpaidemianshiyehuibaoyouyidingdexingqu,tamenyibanshiqiyedeshichangzuoweijiyubutongchengdudeguanzhu。yinci,yingzaojiaodianhuoxinwenxiaoyingcishiyinggaichengweiqiyepinpaituiguangdezhongtouxi。pinpaizaidaoruqidetuiguangyinbutongchanpinjiqibutongdeshichangbiaoxianermeiyouyichengbubiandetuiguangmoshi,zheiyaoqiuqiyezhenduijutidechanpin、jutidemubiaoshichang、jutideshichangzhuangkuanglaishedingyixieyoushide、bingshihezijidetuiguangmoshi。
2.chengzhangqi
shouxian,pinpaizaidaoruqijieduanqiyekenengyijingshoujidaogukefankuihuilaideyouguanchanpin、dingweihetuiguangfangshidexinxi,zheixiexinxidejishishoujishifenyouliyuqiyegaijin,erruguomeiyouzheixiexinxi,huogukebuyuanjiuzijidexiaofeiganshourushidigaosuqiye,zheishuomingpinpaikenengyijingjinrusihutong。yinci,zaizheiyijieduan,qiyebixuyaoduizheixiepinpaiyaosujinxingzhongxinshenshibingdiaozheng,yishiyinggukehuochaoyuejingzhengzhe。
yibanqingxingxia,yourujinruchanpinshengmingzhouqidechengzhangqiyiyang,mubiaogukehuiduigaipinpaidechanpinjiayipingtoulunzu,chanpinxianzhuangdehaoyubuhaodouhuiyouchuanbodedonglihekongjian。congshijizhuangkuanglaikan,gukezheixiefankuidexinxijuyouyidingdepubianxing,yinciqiyeyingjiugaipinpaichanpindejishu、waiguan、baozhuang、pinzhihefuwudengchanpinchengfen,cankaogukefankuidexinxiheyaoqiujinxingshiyingxinghuochaoqianxingdiaozheng。
pinpaichengzhangqisuocaiyongdetuiguangfangshiqiadangyufouguanxidaopinpaijingzhengliheyingxianglidetigao,yiner,qiyetongshihaiyingpingjiaxianyoudetuiguangmoshishifouyouliyupinpaidechengzhang。mubiaogukewangwangnanyizhunqueshuochuqiyetuiguangyouhebudui,jishiyou,yeyinzhuguanxingtaiqiangermeiyoucankaojiazhi,zheishibiyaoqiuqiyezaituiguangshi,zixingjinxingrenzhen、keguandifenxixianyoudetuiguangmoshizhongcunzainaxiebushiying。kenengyoumeitidexuanzewenti、meititoufangdepinlvwenti、qiyedeguanlihekongzhinengliwenti、yingxiaonengliwenti、tuiguangrenyuandeguannianhezhixingwentidengdeng。zongzhi,chengzhangqiduiyutuiguangdebuzhou、tuiguangdexietonglihetuiguangdechuangxinxingyaoqiuhengao。
3.quanshengqi
chuzaiquanshengshiqidegaipinpaichanpin,jishushuipingyijingxiandexiangdangchengshu。
4.shuailuoqi
ruguoshiweijiyinfadeshuailuo,neimeyingdangzaipaichuweijihoujixuquanshengqidedingwei;ruguoshijingzhengzheyinsu,haiyaokanjingzhengzheshicaiqushenmejucuocaishipinpaihuaxiangshuailuoqi;yibanqingxingxia,jingzhengzhebuwaihucaiyongshilihuoxiangtongdingweidefangshi。ruguoshishiliqiangyuqiyebingshipinpaishuailuo,qiyezheishiyingbaochigaodudejingti,henkenenghuishipinpaiyongyuanbuzaihuihuang,neimeyingshidangxiuzhengquanshengqidedingweiyiguibizhengmiandeexingjingzheng。ruguoqicaiyongxiangtongdingweifangshi,pinpaideshuailuohenkenengshiyizhongjiaxiang,yinweiyouxiandemubiaoshichangzanshirongbuxialiangjiaxiangtongdeqiye,shichangzhengzaijunhengdapoxiadezhongxindiaozheng,danjiaozhongdejieguokenengshimubiaogukezaipaichuhunxiaohoujixuyuanlaidezhongchengerzaiqianyishilipaichixinlaizhe,yincijianyiqiyejixubaochiquanshengqidedingwei。ruguoqicaiyonggengjiashiyingdejingzhenggexingdingwei,neimeqiyeyingrenzhenjiantaozijidingweiyouhebudangzhichu,yaomechaojiejinjingzhengzhededingweifangxiangxiuzheng,
三、推广方法
wangluocelve:luoyingxiaodezhongyaorenwuzhiyijiushizaihulianshangjianlibingtuiguangqiyedepinpai,zhimingqiyedexiapinpaikeyizaishangdeyiyanshen,yibanqiyezekeyitongguohuliankuaisushulipinpaixingxiang,bingtishengqiyezhengtixingxiang。luopinpaijiansheshiyiqiyezhanjiansheweijichu,tongguoyixiliedetuiguangcuoshi,dadaogukehegongzhongduiqiyederenzhiherenke。zaiyidingchengdushangshuo,luopinpaidejiazhishenzhigaoyutongguoluohuodedezhijieshouyi。
wangyecelve:zhongxiaoqiyekeyixuanzebijiaoyouyoushidedizhijianlizijidezhan,jianlihouyingyouzhuanrenjinxingweihu,bingzhuyixuanchuan,zheiyidianshangjieshengleyuanlaichuantongshichangyingxiaodehenduoguanggaofeiyong,erqiesousuoyinqingdedaliangshiyonghuizengqiangsousuolv,yidingchengdushangduiyuzhongxiaoqiyezhelaishuobiguanggaoxiaoguoyaohao。zhanzuoweiqiyepinpaiyingxiaodezhongyaopingtai,bingbujinjinzhishiqiyechanpinhefuwuzhanshide'chuchuang',gengyinggaishiqiyehuodeyonghufankuihejianyidechuangkou。
chanpincelve:zhongxiaoqiyeyaoshiyongluoyingxiaofangfabixumingquezijidechanpinhuozhefuwuxiangmu,mingquenaxieshiluoxiaofeizhexuanzedechanpin。dingweimubiaoqunti,yinweichanpinluoxiaoshoudefeiyongyuandiyuqitaxiaoshouqudaodexiaoshoudefeiyong,yincizhongxiaoqiyeruguochanpinxuanzededangkeyitongguoluoyingxiaohuodegengdadelirun。
jiagecelve:jiagecelveyeshijiaoweifuzadewentizhiyi。luoyingxiaojiagecelveshichengbenyujiagedezhijieduihua,youyuxinxidekaifangxing,xiaofeizhehenrongyizhangwotongxingyegegejingzhengzhedejiage,ruheyindaoxiaofeizhezuochugoumaijueceshiguanjian。zhongxiaoqiyezheruguoxiangzaijiageshangluoyingxiaochenggongyingzhuzhongqiangdiaozijichan pindexingnengjiagebiyijiyutongxingyejingzhengzhexiangbizhixiazishenchanpindetedian。chucizhiwai,youyujingzhengzhedechongji,luoyingxiaodejiagecelveyinggaishishidiaozheng,zhongxiaoqiyeyingxiaodemudebutong,kegenjushijianbutongzhidingjiage。liru,zaizishenpinpaituiguangjieduankeyiyidijialaixiyinxiaofeizhe,zaijisuanchengbenjichushang,jianshaolirunerzhanyoushichang。pinpaijileidaoyidingjieduanhou,zhidingzidongjiagediaozhengxitong,jiangdichengben,genjubiandongchengbenshichanggongxuzhuangkuangyijijingzhengduishoudebaojialaishishidiaozheng。
cuxiaocelve:xiaoshoucujin。yingxiaodejibenmudeshiweizengjiaxiaoshoutigongbangzhu,luoyingxiaoyebuliwai,dabufenluoyingxiaofangfadouyuzhijiehuojianjiecujinxiaoshouyouguan,dancujinxiaoshoubingbuxianyucujinshangxiaoshou,shishishang,luoyingxiaozaihenduoqingkuangxiaduiyucujinxiaxiaoshoushifenyoujiazhi。 yiluoguanggaoweidaibiao。shangcuxiaomeiyouchuantongyingxiaomoshixiaderenyuancuxiaohuozhezhijiejiechushidecuxiao,querdaizhideshiyongdaliangdeluoguanggaozheizhongruanyingxiaomoshilaidadaocuxiaoxiaoguo。
qudaocelve:wangluoyingxiaodequdaoyinggaishibenzherangxiaofeizhefangbiandeyuanzeshezhi。weilezailuozhongxiyinxiaofeizheguanzhubengongsidechanpin,keyigenjubengongsidechanpinlianheqitazhongxiaoqiyedexiangguanchanpinweizijiqiyedechanpinwaiyan,xiangguanchanpindetongshichuxianhuigengjiaxiyinxiaofeizhedeguanzhu。weilecujinxiaofeizhegoumai,yinggaijishizaizhanfabucuxiaoxinxi、xinchanpinxinxi、gongsidongtai,weilefangbiangoumaihaiyaotigongduozhongzhifumoshi,rangxiaofeizheyougengjiaduozhongdixuanze,zaigongsizhanjiansheshihouyinggaisheliluodianpu,jiadaxiaoshoudekeneng。
fuwucelve:luoyingxiaoyuchuantongyingxiaomoshibutonghaizaiyutateyoudehudongfangshi,chuantongyingxiaomoshirenyurenzhijiandejiaoliushifenzhongyao,yingxiaoshoufabijiaodanyi,luoyingxiaozekeyigenjuzishengongsichanpindetexing,genjutedingdemubiaokehuqun,teyoudedafacaipiaolaijiaqianghudong,jieyuekaizhi,xingshixinyingduoyang,bimianleyuanyouyingxiaomoshidelaotaodanyihua。
解决方案 服务标准