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建行?#34892;?#24494;企业快贷_整个杜蕾丝

融资 股权稀释

    传统上,它是积极的营销(主要是自我宣传),而杜蕾丝的内容营销是反向营销(主要服务于用户)。杜蕾丝制作以用户为?#34892;?#30340;反向内容,巧妙地将流行事件和杜蕾丝品牌与创意联系起来,为特定人群制作特定的内容。本文来自微信公众号ID:自下而?#31995;?#35774;计师。作者:曹生。头部影像来源:东方IC,4月19日,杜蕾丝和幸福茶的跨境营销合作发生了翻天覆地的变化,引起了很多负面评论。杜蕾丝迅速更换了新的文字,开心茶第二天?#22836;?#20102;一封道歉信,表示之前的内容是“无害的?#34180;?有人问为什么这次焦点会是杜蕾丝。杜蕾丝是什么产品?今天我们将讨论杜蕾丝背后的故事。,重新定义Durex,Durex实际上有两种产品,一种在产品市场,另一种在内容市场。,产品市场:杜蕾丝是避孕套,杜蕾丝是中国避孕?#36164;?#22330;的领先品牌,约?#38469;?#22330;份额的40%。这是一个众所周知的传统产品,我们?#25442;?#35299;释太多。,内容市场:杜蕾丝是社会传播第一品牌,同时,杜蕾丝是中国社会传播的第一品牌,超越?#19997;?#21475;可乐、宝洁等消费品的传统广告和营销,我们不熟悉这一市场特征。让我们简要分析一下。,在内容市场上,Durex可能具有以下几个特点:,网络内容营销分为两类:一类是传统的互动营销,包括假日内容营销、主题内容营销、用户互动内容营销等。另一个是其独特的武器,即借势营销。杜蕾丝的色调海报总是需要在主要热点。,杜蕾丝的互联网内容营销效果惊人。仅微博一个月就有数亿次曝光。如果把广告翻译成传统?#25945;?#30340;效果,我不知道它需要多少预算。,重新定义营销内容,重大变化:从正向营销到反向营销,传统消费品的内容营销存在误区,即生产内容主要围绕两个?#34892;?#23637;开:一是产品宣传,二是品牌宣传。,传统上,他们都是积极的营销(主要是推销自?#28023;?#32780;杜蕾丝的内容营销是反向营销(主要是为用户服务)。杜蕾丝以用户为?#34892;模?#36870;向生成用户?#19981;?#30340;内容,智能地将?#35753;?#20107;件和杜蕾丝品牌与创意联系起来,为特定人群生成特定的内容。,位置:人类环境中的三个变化,第一定位:品牌推广人员,早期的杜蕾丝内容营销注重积极的品牌形象推广,考虑到品牌内涵:耐用性、可靠性、卓越性。结果表明,该方法效果不好,且无传播内容。,第二种定位:“御宅男伴奏”的人员设置,杜蕾丝发现互联网上?#24184;?#32676;人,他们被称为“御宅族”,这有几个特点:,因此,杜蕾丝调整了人员配备制度:御宅族男伴奏。内容制作也发生了巨大的变化,开始为家庭主妇制作他们?#19981;?#30340;内容,包括一些段落、?#21592;?#30693;识等。结果表明,该方法的传播效果不理想。其主要缺点是品牌个性色?#20160;?#22815;清晰,产生的内容互动?#38498;?#24046;。,第三个方向:人员设置“波浪而非波浪”,杜蕾丝重新调整了自己的位置,创造了一个“知识渊博,顽皮,有点坏,有点脏,但不流浪波?#34180;?#36825;种定位终于?#19994;?#20102;它的感觉。,核心竞争力,杜蕾丝在内容营销方面有两个核心竞争力:一个是创意产业化,另一个是互动经营。它体现在三个公式中。,公式一:创意制作公式,创意生产=熟悉意外情况,离开白亚文化授权生产周边自产,例如,2011年6月23日下午5点多,?#26412;?#19979;了一场大雨(熟悉的社交热点事件)。5:58,在微博运营团队的一个私人账户上,出现了这样一条信息:“今天?#26412;?#19979;雨,因为包里有两个杜蕾丝”(意外与杜蕾丝挂上),加上三张图片,展示了用杜蕾丝制作?#28010;?#38795;套的全过程(生活场景的戏剧性情节)。,经过?#24049;?#30340;测?#36234;?#26524;,杜蕾丝的官方微博转发了这一信息,迅速抢占了微博小时?#35753;?#27036;的榜首。广告专家表示,杜蕾丝?#26412;?#38632;的零预算社会传播效果相当于中央电视台的三个30秒广告。,例如,在2016年7月27日下午,小米发布了一款“薄于一元(元)”的空中?#22987;?#26412;电脑,在互联网上引起了强?#19994;?#21453;响。7月28日0点8分,杜蕾丝发布了一张海报,上面写着“只是变瘦了?#34180;?#36825;是典型的白色?#21344;洌?#21452;关语)亚文化(熟悉美国歌手贾斯汀·比伯的人会傻傻地笑,然后主动转发)。,每当一个热点问题出现时,互联网?#31995;?#20154;们就会模仿杜蕾丝的?#38469;?#24182;制作海报。只要不损害品牌价值,不破坏粗俗内容,杜蕾丝不仅不干涉,反而从中间选择一些优秀的创作者,授权他们创作出高质量的作品。这构成了授权生产外围自产的众包模式。,公式二:创意传播公式,创意交流阅读总量=1%原创9%转发90%阅读,好的想法并不一定意味着?#24049;?#30340;沟通。杜蕾丝为内容营销设立了投资回报?#25163;?#26631;。一个是曝光量,另一个是曝光质量。所谓的曝光质量是杜蕾丝有多少曝光量,这是通过与KOL意见领袖的互动传播的。Durex将90%的内容营销工作集中在优化曝光质?#21487;稀?公式3:客户价值公式,?#19997;图?#20540;=参与感和归属感,杜蕾丝的内容营销目标是用户互动。在内容的日常、主题设置、获奖互动等?#26041;冢?#35753;客户有参与?#23567;?#33719;取感和归属感(这里完全基于用户体验,不以销售为目标)。,重新定义新零售增长的逻辑,杜蕾丝是新的零售商。所谓新零售是以消费者为核心,以人、市场、商品为基础设施,带动交通、数据、认知的效率革命。,重新定义客户:业务合作伙伴,传统的消费品营销,都是把客户定义成“一次性购买者”,说明白了钱就行。,像公开评论一样,它巧妙地创造了一个新客户,即专门体验和评估餐饮服务的“内容生产者?#34180;?#21516;样,杜蕾丝巧妙地创造了一个新客户,即专门传播杜蕾丝海报的“内容传播者?#34180;?#24494;博每月曝光数亿次,这是由这个“客户群”以免费众包的?#38382;?#23454;现的。,重新定义广告:客户池中的实时数字标识,传统的消费品销售方式是通过空中轰炸将商品投放地面。这次空袭主要集中在广告?#31232;?#20256;统广告的缺点是什么?,传统广告是一种集中的单向传播。中央电视台和聚焦是主要的?#25945;āurex主要是微博客和微消息传递,是分散式的自我传播。用户有很强的参与和获取意识。,传统广告是一种以心理?#19988;?#33021;力为主要内容的广告心理。强调占据了头脑,简化了?#19988;?#21796;醒的困?#36873;urex首先强调用户体验,重点关注场景?#25442;ァ?#22312;过去的一年里,他不知道会产生多少关键词?#21019;?#28608;消费者的思维。,传统上,流量截获和单一现金流是广告的主要特征,因此不可能对老客户进行二次营销。Durex基于用户操作和客户生命周期服务,将与用户的每次通信流引导和积累到自己的客户池中,将一个新的潜在客户转变为另一个数字标识。,在这个数字身份账户中,不仅有他们的交易行为(电子商务?#25945;?#30340;数据集成),还有他们的非交易行为(微博的数据集成,微信双向?#25442;ィ?#26356;重要的是,他们可以多营销,直到客户生命周期结束。,显然,杜蕾丝的社会传播(数字内容营销)和特劳的利基理论是两种针锋相对的营销策略。除杜蕾丝外,我们还可以?#19994;?#35768;多知名品牌的消费品案例,它们是新型零售模式。,例如?#22909;?#20854;林(内容市场产品为米其林三星餐厅)、红牛(内容市场产品为极限体育赛事)、迪士尼(内容市场产品为迪士尼乐园)、苹果手机(内容市场产品为全球最大的游戏和音乐发行?#25945;ǎ?这些消费品企业不仅拥?#24184;?#27969;的产品,而?#20197;?#20869;容市场上?#25165;?#21147;将自己与竞争对手区分开来。,重新定义增长:新的零售2c企业增长框架,现代消费品正?#37038;?#22330;营销转向增长。例如,可口可乐公司取消了首席营销官的职务,取而代之的是首席增长官。,让我们看看另一个消费品增长案例:,小米公?#22659;?#31435;于2010年4月,产品为手机。为了促进商品的销售,小米将产品与商品分开,建立了一个名为Miui(移动操作系统)的排水产品。因此,产品定位为“发热级手机”,产品定位为“先进的用户导向创新?#34180;?在2011年8月16日推出第一款手机之前,?#38376;?#27700;产品为小米积累了10万潜在消费者和1000万社交?#25945;濉?小米从0到1的生长逻辑与杜蕾丝相同。在此,我们提出了零售2c企业增长的新框架:,产品与商品的分离。首先,产品的流动是进口的,然后商品的价值就实现了。,产品和商品分层。体验产品是用户,购买商品是客户。,产品和商品分享利润。流产品是成本?#34892;模?#19987;注于CAC客户获取成本;价值商品是利润?#34892;模?#19987;注于LTV客户终身价值。,最后,我们大胆预测,未来杜蕾丝将不再是安全套制造商,而是一家消费者数据公司,为李家石集团的各类消费品(包括免费奶粉)提供消费者数据和用户操作服务。,本文来源于曹胜的微信公众号ID:自下而?#31995;?#35774;计师。

chuan tong shang, ta shi ji ji de ying xiao zhu yao shi zi wo xuan chuan, er du lei si de nei rong ying xiao shi fan xiang ying xiao zhu yao fu wu yu yong hu. du lei si zhi zuo yi yong hu wei zhong xin de fan xiang nei rong, qiao miao di jiang liu xing shi jian he du lei si pin pai yu chuang yi lian xi qi lai, wei te ding ren qun zhi zuo te ding de nei rong. ben wen lai zi wei xin gong zhong hao ID: zi xia er shang de she ji shi. zuo zhe: cao sheng. tou bu ying xiang lai yuan: dong fang IC, 4 yue 19 ri, du lei si he xing fu cha de kua jing ying xiao he zuo fa sheng le fan tian fu di de bian hua, yin qi le hen duo fu mian ping lun. du lei si xun su geng huan le xin de wen zi, kai xin cha di er tian jiu fa le yi feng dao qian xin, biao shi zhi qian de nei rong shi" wu hai de"., you ren wen wei shen me zhe ci jiao dian hui shi du lei si. du lei si shi shen me chan pin? jin tian wo men jiang tao lun du lei si bei hou de gu shi., chong xin ding yi Durex, Durex shi ji shang you liang zhong chan pin, yi zhong zai chan pin shi chang, ling yi zhong zai nei rong shi chang., chan pin shi chang: du lei si shi bi yun tao, du lei si shi zhong guo bi yun tao shi chang de ling xian pin pai, yue zhan shi chang fen e de 40. zhe shi yi ge zhong suo zhou zhi de chuan tong chan pin, wo men bu hui jie shi tai duo., nei rong shi chang: du lei si shi she hui chuan bo di yi pin pai, tong shi, du lei si shi zhong guo she hui chuan bo de di yi pin pai, chao yue le ke kou ke le bao jie deng xiao fei pin de chuan tong guang gao he ying xiao, wo men bu shu xi zhe yi shi chang te zheng. rang wo men jian yao fen xi yi xia., zai nei rong shi chang shang, Durex ke neng ju you yi xia ji ge te dian:, wang luo nei rong ying xiao fen wei liang lei: yi lei shi chuan tong de hu dong ying xiao, bao kuo jia ri nei rong ying xiao zhu ti nei rong ying xiao yong hu hu dong nei rong ying xiao deng. ling yi ge shi qi du te de wu qi, ji jie shi ying xiao. du lei si de se diao hai bao zong shi xu yao zai zhu yao re dian., du lei si de hu lian wang nei rong ying xiao xiao guo jing ren. jin wei bo yi ge yue jiu you shu yi ci pu guang. ru guo ba guang gao fan yi cheng chuan tong mei ti de xiao guo, wo bu zhi dao ta xu yao duo shao yu suan., chong xin ding yi ying xiao nei rong, zhong da bian hua: cong zheng xiang ying xiao dao fan xiang ying xiao, chuan tong xiao fei pin de nei rong ying xiao cun zai wu qu, ji sheng chan nei rong zhu yao wei rao liang ge zhong xin zhan kai: yi shi chan pin xuan chuan, er shi pin pai xuan chuan., chuan tong shang, ta men dou shi ji ji de ying xiao zhu yao shi tui xiao zi ji, er du lei si de nei rong ying xiao shi fan xiang ying xiao zhu yao shi wei yong hu fu wu. du lei si yi yong hu wei zhong xin, ni xiang sheng cheng yong hu xi huan de nei rong, zhi neng di jiang re men shi jian he du lei si pin pai yu chuang yi lian xi qi lai, wei te ding ren qun sheng cheng te ding de nei rong., wei zhi: ren lei huan jing zhong de san ge bian hua, di yi ding wei: pin pai tui guang ren yuan, zao qi de du lei si nei rong ying xiao zhu zhong ji ji de pin pai xing xiang tui guang, kao lv dao pin pai nei han: nai yong xing ke kao xing zhuo yue xing. jie guo biao ming, gai fang fa xiao guo bu hao, qie wu chuan bo nei rong., di er zhong ding wei:" yu zhai nan ban zou" de ren yuan she zhi, du lei si fa xian hu lian wang shang you yi qun ren, ta men bei cheng wei" yu zhai zu", zhe you ji ge te dian:, yin ci, du lei si tiao zheng le ren yuan pei bei zhi du: yu zhai zu nan ban zou. nei rong zhi zuo ye fa sheng le ju da de bian hua, kai shi wei jia ting zhu fu zhi zuo ta men xi huan de nei rong, bao kuo yi xie duan luo xing bie zhi shi deng. jie guo biao ming, gai fang fa de chuan bo xiao guo bu li xiang. qi zhu yao que dian shi pin pai ge xing se cai bu gou qing xi, chan sheng de nei rong hu dong xing hen cha., di san ge fang xiang: ren yuan she zhi" bo lang er fei bo lang", du lei si chong xin tiao zheng le zi ji de wei zhi, chuang zao le yi ge" zhi shi yuan bo, wan pi, you dian huai, you dian zang, dan bu liu lang bo". zhe zhong ding wei zhong yu zhao dao le ta de gan jue., he xin jing zheng li, du lei si zai nei rong ying xiao fang mian you liang ge he xin jing zheng li: yi ge shi chuang yi chan ye hua, ling yi ge shi hu dong jing ying. ta ti xian zai san ge gong shi zhong., gong shi yi: chuang yi zhi zuo gong shi, chuang yi sheng chan shu xi yi wai qing kuang, li kai bai ya wen hua shou quan sheng chan zhou bian zi chan, li ru, 2011 nian 6 yue 23 ri xia wu 5 dian duo, bei jing xia le yi chang da yu shu xi de she jiao re dian shi jian. 5: 58, zai wei bo yun ying tuan dui de yi ge si ren zhang hu shang, chu xian le zhe yang yi tiao xin xi:" jin tian bei jing xia yu, yin wei bao li you liang ge du lei si" yi wai yu du lei si gua shang, jia shang san zhang tu pian, zhan shi le yong du lei si zhi zuo fang shui xie tao de quan guo cheng sheng huo chang jing de xi ju xing qing jie., jing guo liang hao de ce shi jie guo, du lei si de guan fang wei bo zhuan fa le zhe yi xin xi, xun su qiang zhan le wei bo xiao shi re men bang de bang shou. guang gao zhuan jia biao shi, du lei si bei jing yu de ling yu suan she hui chuan bo xiao guo xiang dang yu zhong yang dian shi tai de san ge 30 miao guang gao., li ru, zai 2016 nian 7 yue 27 ri xia wu, xiao mi fa bu le yi kuan" bao yu yi yuan yuan" de kong zhong bi ji ben dian nao, zai hu lian wang shang yin qi le qiang lie de fan xiang. 7 yue 28 ri dian 8 fen, du lei si fa bu le yi zhang hai bao, shang mian xie zhe" zhi shi bian shou le". zhe shi dian xing de bai se kong jian shuang guan yu ya wen hua shu xi mei guo ge shou jia si ting bi bo de ren hui sha sha di xiao, ran hou zhu dong zhuan fa., mei dang yi ge re dian wen ti chu xian shi, hu lian wang shang de ren men jiu hui mo fang du lei si de ji shu bing zhi zuo hai bao. zhi yao bu sun hai pin pai jia zhi, bu po huai cu su nei rong, du lei si bu jin bu gan she, fan er cong zhong jian xuan ze yi xie you xiu de chuang zuo zhe, shou quan ta men chuang zuo chu gao zhi liang de zuo pin. zhe gou cheng le shou quan sheng chan wai wei zi chan de zhong bao mo shi., gong shi er: chuang yi chuan bo gong shi, chuang yi jiao liu yue du zong liang 1 yuan chuang 9 zhuan fa 90 yue du, hao de xiang fa bing bu yi ding yi wei zhe liang hao de gou tong. du lei si wei nei rong ying xiao she li le tou zi hui bao lv zhi biao. yi ge shi pu guang liang, ling yi ge shi pu guang zhi liang. suo wei de pu guang zhi liang shi du lei si you duo shao pu guang liang, zhe shi tong guo yu KOL yi jian ling xiu de hu dong chuan bo de. Durex jiang 90 de nei rong ying xiao gong zuo ji zhong zai you hua pu guang zhi liang shang., gong shi 3: ke hu jia zhi gong shi, gu ke jia zhi can yu gan he gui shu gan, du lei si de nei rong ying xiao mu biao shi yong hu hu dong. zai nei rong de ri chang zhu ti she zhi huo jiang hu dong deng huan jie, rang ke hu you can yu gan huo qu gan he gui shu gan zhe li wan quan ji yu yong hu ti yan, bu yi xiao shou wei mu biao., chong xin ding yi xin ling shou zeng zhang de luo ji, du lei si shi xin de ling shou shang. suo wei xin ling shou shi yi xiao fei zhe wei he xin, yi ren shi chang shang pin wei ji chu she shi, dai dong jiao tong shu ju ren zhi de xiao lv ge ming., chong xin ding yi ke hu: ye wu he zuo huo ban, chuan tong de xiao fei pin ying xiao, dou shi ba ke hu ding yi cheng" yi ci xing gou mai zhe", shuo ming bai le qian jiu xing., xiang gong kai ping lun yi yang, ta qiao miao di chuang zao le yi ge xin ke hu, ji zhuan men ti yan he ping gu can yin fu wu de" nei rong sheng chan zhe". tong yang, du lei si qiao miao di chuang zao le yi ge xin ke hu, ji zhuan men chuan bo du lei si hai bao de" nei rong chuan bo zhe". wei bo mei yue pu guang shu yi ci, zhe shi you zhe ge" ke hu qun" yi mian fei zhong bao de xing shi shi xian de., chong xin ding yi guang gao: ke hu chi zhong de shi shi shu zi biao shi, chuan tong de xiao fei pin xiao shou fang shi shi tong guo kong zhong hong zha jiang shang pin tou fang di mian. zhe ci kong xi zhu yao ji zhong zai guang gao shang. chuan tong guang gao de que dian shi shen me?, chuan tong guang gao shi yi zhong ji zhong de dan xiang chuan bo. zhong yang dian shi tai he ju jiao shi zhu yao de ping tai. Durex zhu yao shi wei bo ke he wei xiao xi chuan di, shi fen san shi de zi wo chuan bo. yong hu you hen qiang de can yu he huo qu yi shi., chuan tong guang gao shi yi zhong yi xin li ji yi neng li wei zhu yao nei rong de guang gao xin li. qiang diao zhan ju le tou nao, jian hua le ji yi huan xing de kun nan. Durex shou xian qiang diao yong hu ti yan, zhong dian guan zhu chang jing jiao hu. zai guo qu de yi nian li, ta bu zhi dao hui chan sheng duo shao guan jian ci lai ci ji xiao fei zhe de si wei., chuan tong shang, liu liang jie huo he dan yi xian jin liu shi guang gao de zhu yao te zheng, yin ci bu ke neng dui lao ke hu jin xing er ci ying xiao. Durex ji yu yong hu cao zuo he ke hu sheng ming zhou qi fu wu, jiang yu yong hu de mei ci tong xin liu yin dao he ji lei dao zi ji de ke hu chi zhong, jiang yi ge xin de qian zai ke hu zhuan bian wei ling yi ge shu zi biao shi., zai zhe ge shu zi shen fen zhang hu zhong, bu jin you ta men de jiao yi xing wei dian zi shang wu ping tai de shu ju ji cheng, hai you ta men de fei jiao yi xing wei wei bo de shu ju ji cheng, wei xin shuang xiang jiao hu, geng zhong yao de shi, ta men ke yi duo ying xiao, zhi dao ke hu sheng ming zhou qi jie shu., xian ran, du lei si de she hui chuan bo shu zi nei rong ying xiao he te lao de li ji li lun shi liang zhong zhen feng xiang dui de ying xiao ce lue. chu du lei si wai, wo men hai ke yi zhao dao xu duo zhi ming pin pai de xiao fei pin an li, ta men shi xin xing ling shou mo shi., li ru: mi qi lin nei rong shi chang chan pin wei mi qi lin san xing can ting hong niu nei rong shi chang chan pin wei ji xian ti yu sai shi di shi ni nei rong shi chang chan pin wei di shi ni le yuan ping guo shou ji nei rong shi chang chan pin wei quan qiu zui da de you xi he yin yue fa xing ping tai., zhei xie xiao fei pin qi ye bu jin yong you yi liu de chan pin, er qie zai nei rong shi chang shang ye nu li jiang zi ji yu jing zheng dui shou qu fen kai lai., chong xin ding yi zeng zhang: xin de ling shou 2c qi ye zeng zhang kuang jia, xian dai xiao fei pin zheng cong shi chang ying xiao zhuan xiang zeng zhang. li ru, ke kou ke le gong si qu xiao le shou xi ying xiao guan de zhi wu, qu er dai zhi de shi shou xi zeng zhang guan., rang wo men kan kan ling yi ge xiao fei pin zeng zhang an li:, xiao mi gong si cheng li yu 2010 nian 4 yue, chan pin wei shou ji. wei le cu jin shang pin de xiao shou, xiao mi jiang chan pin yu shang pin fen kai, jian li le yi ge ming wei Miui yi dong cao zuo xi tong de pai shui chan pin. yin ci, chan pin ding wei wei" fa re ji shou ji", chan pin ding wei wei" xian jin de yong hu dao xiang chuang xin"., zai 2011 nian 8 yue 16 ri tui chu di yi kuan shou ji zhi qian, gai pai shui chan pin wei xiao mi ji lei le 10 wan qian zai xiao fei zhe he 1000 wan she jiao mei ti., xiao mi cong dao 1 de sheng zhang luo ji yu du lei si xiang tong. zai ci, wo men ti chu le ling shou 2c qi ye zeng zhang de xin kuang jia:, chan pin yu shang pin de fen li. shou xian, chan pin de liu dong shi jin kou de, ran hou shang pin de jia zhi jiu shi xian le., chan pin he shang pin fen ceng. ti yan chan pin shi yong hu, gou mai shang pin shi ke hu., chan pin he shang pin fen xiang li run. liu chan pin shi cheng ben zhong xin, zhuan zhu yu CAC ke hu huo qu cheng ben jia zhi shang pin shi li run zhong xin, zhuan zhu yu LTV ke hu zhong shen jia zhi., zui hou, wo men da dan yu ce, wei lai du lei si jiang bu zai shi an quan tao zhi zao shang, er shi yi jia xiao fei zhe shu ju gong si, wei li jia shi ji tuan de ge lei xiao fei pin bao kuo mian fei nai fen ti gong xiao fei zhe shu ju he yong hu cao zuo fu wu., ben wen lai yuan yu cao sheng de wei xin gong zhong hao ID: zi xia er shang de she ji shi.

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