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。