{"id":24186,"date":"2024-03-15T11:09:35","date_gmt":"2024-03-15T10:09:35","guid":{"rendered":"https:\/\/vetica-group.com\/tw\/?p=24186"},"modified":"2024-08-14T09:42:42","modified_gmt":"2024-08-14T07:42:42","slug":"brandformance","status":"publish","type":"post","link":"https:\/\/vetica-group.com\/tw\/brandformance\/","title":{"rendered":"\u6578\u4f4d\u884c\u92b7\u7b56\u7565\u5927\u516c\u958b\uff01\u5b78\u6703\u9019\u62db\u54c1\u724c\u884c\u92b7\u5fc3\u6cd5\uff0c\u6f5b\u5728\u5ba2\u6236\u8f15\u9b06\u638c\u63e1\uff01"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_section back_color=&#8221;color-jevc&#8221; overlay_alpha=&#8221;50&#8243; uncode_shortcode_id=&#8221;191252&#8243; back_color_type=&#8221;uncode-palette&#8221; el_class=&#8221;news-heading-section&#8221;][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;0&#8243; bottom_padding=&#8221;0&#8243; 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layout=&#8221;multiple&#8221; no_back=&#8221;yes&#8221; el_class=&#8221;heading-share-icons&#8221;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][\/vc_section][vc_section back_color=&#8221;color-xsdn&#8221; overlay_alpha=&#8221;50&#8243; uncode_shortcode_id=&#8221;910464&#8243; back_color_type=&#8221;uncode-palette&#8221; el_class=&#8221;content-section&#8221;][vc_row unlock_row=&#8221;&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;3&#8243; bottom_padding=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;0&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;716649&#8243; css=&#8221;.vc_custom_1677588958918{padding-right: 20px !important;padding-left: 20px !important;}&#8221;][vc_column column_width_use_pixel=&#8221;yes&#8221; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;3&#8243; style=&#8221;light&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;463355&#8243; column_width_pixel=&#8221;889&#8243; css=&#8221;.vc_custom_1667221225979{border-right-width: 0px !important;border-left-width: 0px !important;}&#8221;][vc_custom_heading text_color=&#8221;color-jevc&#8221; heading_semantic=&#8221;h1&#8243; text_size=&#8221;h1&#8243; text_weight=&#8221;400&#8243; uncode_shortcode_id=&#8221;603894&#8243; text_color_type=&#8221;uncode-palette&#8221;]\u6578\u4f4d\u884c\u92b7\u7b56\u7565\u5927\u516c\u958b\uff01\u5b78\u6703\u9019\u62db\u54c1\u724c\u884c\u92b7\u5fc3\u6cd5\uff0c\u6f5b\u5728\u5ba2\u6236\u8f15\u9b06\u638c\u63e1\uff01[\/vc_custom_heading][vc_column_text text_color=&#8221;color-184738&#8243; uncode_shortcode_id=&#8221;524282&#8243; text_color_type=&#8221;uncode-palette&#8221;]\u64b0\u6587\uff1aLindsay Hou[\/vc_column_text][vc_column_text text_color=&#8221;color-184738&#8243; uncode_shortcode_id=&#8221;202988&#8243; text_color_type=&#8221;uncode-palette&#8221;]\u300c\u6578\u4f4d\u884c\u92b7\u7b56\u7565\u548c\u54c1\u724c\u7b56\u7565\uff0c\u61c9\u8a72\u4ee5\u8ab0\u70ba\u4e3b\uff1f\u300d<\/p>\n<p>\u5728\u6578\u4f4d\u884c\u92b7\u6210\u70ba\u986f\u5b78\u7684\u6642\u4ee3\uff0c\u54c1\u724c\u9867\u554f\u6216\u54c1\u724c\u8a2d\u8a08\u516c\u53f8\u5728\u8207\u4f01\u696d\u4e3b\u9032\u884c\u7b56\u7565\u6e9d\u901a\u6642\uff0c\u7d93\u5e38\u6703\u9047\u5230\u9019\u6a23\u7684\u63d0\u554f\u3002\u6578\u4f4d\u884c\u92b7\u7b56\u7565\u82e5\u57f7\u884c\u5f97\u7576\uff0c\u6210\u6548\u5c07\u7acb\u5373\u53cd\u6620\u5728\u8f49\u63db\u7387\u7b49\u92b7\u552e\u6578\u5b57\uff1b\u54c1\u724c\u7b56\u7565\u6ce8\u91cd\u9577\u671f\u8015\u8018\uff0c\u5efa\u7acb\u5728\u6d88\u8cbb\u8005\u5fc3\u4e2d\u4e0d\u53ef\u53d6\u4ee3\u7684\u5730\u4f4d\uff0c\u70ba\u4f01\u696d\u7d93\u71df\u6ce8\u5165\u7a69\u5065\u52d5\u80fd\u3002<\/p>\n<p>\u5373\u4fbf\u8a8d\u77e5\u5230\u54c1\u724c\u7684\u5f71\u97ff\u529b\u8207\u50f9\u503c\uff0c\u9762\u5c0d\u6d88\u8cbb\u8005\u65e5\u65b0\u6708\u7570\u7684\u9700\u6c42\u548c\u5e02\u5834\u6fc0\u70c8\u7af6\u722d\uff0c\u591a\u6578\u4f01\u696d\u4e3b\u4ecd\u6703\u50be\u5411\u77ed\u671f\u6210\u6548\u8f49\u63db\u3001\u53ef\u6e05\u695a\u91cf\u5316\u7684\u6578\u4f4d\u884c\u92b7\u7b56\u7565\u3002\u5176\u5be6\uff0c\u54c1\u724c\u8207\u6210\u6548\u4e0d\u9700\u8981\u4e8c\u64c7\u4e00\uff0c\u4ee5\u4e0b\u5c07\u8a0e\u8ad6\u5982\u4f55\u900f\u904e\u300cBrandformance\u300d\u7b56\u7565\uff0c\u9054\u5230\u76f8\u8f14\u76f8\u6210\u7684\u6700\u4f73\u7d9c\u6548\u3002[\/vc_column_text][vc_single_image media=&#8221;24236&#8243; media_width_percent=&#8221;100&#8243; uncode_shortcode_id=&#8221;642125&#8243;][vc_column_text text_color=&#8221;color-184738&#8243; uncode_shortcode_id=&#8221;114621&#8243; text_color_type=&#8221;uncode-palette&#8221;]<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%e4%b8%80%e3%80%81%e4%bb%80%e9%ba%bc%e6%98%af-brandformance%ef%bc%9f\"><\/span>\u4e00\u3001\u4ec0\u9ebc\u662f Brandformance\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h2><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u5167\u5bb9\u76ee\u9304<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/vetica-group.com\/tw\/brandformance\/#%e4%b8%80%e3%80%81%e4%bb%80%e9%ba%bc%e6%98%af-brandformance%ef%bc%9f\" >\u4e00\u3001\u4ec0\u9ebc\u662f Brandformance\uff1f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/vetica-group.com\/tw\/brandformance\/#%e4%ba%8c%e3%80%81%e5%93%81%e7%89%8c%e8%88%87%e6%88%90%e6%95%88%e4%bf%b1%e5%85%a8%e7%9a%84%e6%95%b8%e4%bd%8d%e8%a1%8c%e9%8a%b7%e7%ad%96%e7%95%a5\" >\u4e8c\u3001\u54c1\u724c\u8207\u6210\u6548\u4ff1\u5168\u7684\u6578\u4f4d\u884c\u92b7\u7b56\u7565<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/vetica-group.com\/tw\/brandformance\/#%e4%b8%89%e3%80%81%e6%95%b8%e4%bd%8d%e8%a1%8c%e9%8a%b7%e7%ad%96%e7%95%a5%e6%88%90%e6%95%88%e8%a9%95%e4%bc%b0%e6%8c%87%e6%a8%99\" >\u4e09\u3001\u6578\u4f4d\u884c\u92b7\u7b56\u7565\u6210\u6548\u8a55\u4f30\u6307\u6a19<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/vetica-group.com\/tw\/brandformance\/#%e5%9b%9b%e3%80%81%e5%85%a7%e5%8c%96-brandformace-%e6%80%9d%e7%b6%ad\" >\u56db\u3001\u5167\u5316 Brandformace \u601d\u7dad<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>\u300cBrandformance\u300d\u662f\u5c07 Branding (\u54c1\u724c) \u8207 Performance (\u6210\u6548) \u5408\u800c\u70ba\u4e00\uff0c\u662f\u5f37\u5316\u7368\u7279\u7684<a href=\"https:\/\/vetica-group.com\/tw\/tw\/brand-identity-design\/\">\u54c1\u724c\u5f62\u8c61<\/a>\u4e26\u9054\u5230\u7e3e\u6548\u76ee\u6a19\u7684\u7b56\u7565\u7d9c\u5408\u9ad4\u3002Brandformance \u900f\u904e\u6578\u64da\u6d1e\u5bdf\uff0c\u5236\u5b9a\u6709\u660e\u78ba\u5f71\u97ff\u529b\u7684\u54c1\u724c\u6e9d\u901a\u8207\u884c\u92b7\u6d3b\u52d5\u3002\u9019\u5305\u62ec\u5275\u4f5c\u80fd\u5f15\u8d77\u60c5\u611f\u5171\u9cf4\u7684\u5167\u5bb9\uff0c\u5efa\u7acb\u53d7\u773e\u7684\u54c1\u724c\u8a8d\u77e5\u8207\u5fe0\u8aa0\u5ea6\uff0c\u540c\u6642\u5229\u7528\u6210\u6548\u884c\u92b7 (performance marketing) \u5c07\u8a8d\u77e5\u8f49\u63db\u70ba\u5be6\u969b\u92b7\u552e\u3002\u6b64\u7b56\u7565\u5728\u54c1\u724c\u7684\u611f\u6027\u529b\u91cf\u8207\u884c\u92b7\u7684\u7406\u6027\u6578\u64da\u4e4b\u9593\u53d6\u5f97\u5e73\u8861\uff0c\u5354\u52a9\u4f01\u696d\u63d0\u9ad8\u6210\u672c\u6548\u76ca\uff0c\u4e26\u4ee5\u5168\u65b0\u65b9\u5f0f\u548c\u53d7\u773e\u4e92\u52d5\u3002<\/p>\n<p>\u5f88\u591a\u884c\u92b7\u5718\u968a\u8ffd\u6c42\u6295\u8cc7\u5831\u916c\u7387\u6700\u9ad8\u7684\u884c\u92b7\u65b9\u5f0f\uff0c\u537b\u53cd\u5012\u88ab\u6578\u5b57\u727d\u5236\u3002\u73fe\u5728\u7684\u6d88\u8cbb\u8005\u8d8a\u4f86\u8d8a\u91cd\u8996\u60c5\u611f\u8a8d\u540c\uff0c\u4ee5\u53ca\u54c1\u724c\u3001\u7522\u54c1\u548c\u670d\u52d9\u662f\u5426\u5177\u5099\u9577\u671f\u50f9\u503c\u3002\u900f\u904e\u6295\u8cc7\u54c1\u724c\uff0c\u4f01\u696d\u80fd\u5275\u9020\u9700\u6c42\u3001\u8aaa\u670d\u6f5b\u5728\u5ba2\u6236\uff0c\u9019\u5c31\u662f\u4ed6\u5011\u4e00\u76f4\u5728\u7b49\u5f85\u7684\u89e3\u6c7a\u65b9\u6848\u3002\u63db\u8a00\u4e4b\uff0c\u54c1\u724c\u529b\u5c07\u6703\u662f\u672a\u4f86\u8f49\u63db\u7387\u7684\u4fdd\u8b49\u3002[\/vc_column_text][vc_column_text text_color=&#8221;color-184738&#8243; uncode_shortcode_id=&#8221;640208&#8243; text_color_type=&#8221;uncode-palette&#8221;]<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%e4%ba%8c%e3%80%81%e5%93%81%e7%89%8c%e8%88%87%e6%88%90%e6%95%88%e4%bf%b1%e5%85%a8%e7%9a%84%e6%95%b8%e4%bd%8d%e8%a1%8c%e9%8a%b7%e7%ad%96%e7%95%a5\"><\/span>\u4e8c\u3001\u54c1\u724c\u8207\u6210\u6548\u4ff1\u5168\u7684\u6578\u4f4d\u884c\u92b7\u7b56\u7565<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Brandformance \u7b56\u7565\u6db5\u84cb\u5e7e\u5927\u95dc\u9375\u8981\u7d20\uff1a<\/p>\n<p><strong>\u6578\u4f4d\u884c\u92b7\u7b56\u75651\uff1a\u6578\u64da\u6d1e\u5bdf<\/strong><\/p>\n<p>\u54c1\u724c\u8207\u6210\u6548\u7d50\u5408\u7684\u7b56\u7565\u4e4b\u6240\u4ee5\u53d7\u5230\u6b61\u8fce\uff0c\u4e00\u5927\u539f\u56e0\u662f\u80fd\u5f9e\u6578\u64da\u8ffd\u8e64\u54c1\u724c\u6210\u6548\u3002\u900f\u904e<a href=\"https:\/\/vetica-group.com\/tw\/tw\/customer_behavior_analysis\/\">\u5206\u6790\u53d7\u773e<\/a>\u8207\u884c\u92b7\u5ee3\u544a\u7684\u4e92\u52d5\u65b9\u5f0f\u53ca\u6a21\u5f0f\uff0c\u54c1\u724c\u80fd\u66f4\u8a8d\u8b58\u76ee\u6a19\u53d7\u773e\uff0c\u5728\u5f8c\u7e8c\u884c\u92b7\u6d3b\u52d5\u505a\u51fa\u76f8\u61c9\u8abf\u6574\u3002\u4f8b\u5982\uff0c\u6839\u64da\u6578\u64da\u986f\u793a\u7684\u4e92\u52d5\u9ad8\u5cf0\u6642\u6bb5\uff0c\u5b89\u6392\u793e\u7fa4\u5167\u5bb9\u767c\u5e03\uff0c\u4ee5\u7372\u5f97\u6700\u5927\u89f8\u53ca\u3002\u6216\u662f\u5c07\u611f\u52d5\u4eba\u5fc3\u7684\u54c1\u724c\u6545\u4e8b\u878d\u5165\u884c\u92b7\u5ee3\u544a\u4e2d\uff0c\u518d\u8ffd\u8e64\u793e\u7fa4\u5a92\u9ad4\u4e92\u52d5\u7387\u8207\u92b7\u552e\u91cf\u7684\u6210\u9577\u72c0\u6cc1\uff0c\u4f86\u8861\u91cf\u884c\u92b7\u7684\u6210\u6548\u3002\u6578\u4f4d\u4e16\u754c\u77ac\u606f\u842c\u8b8a\uff0c\u884c\u92b7\u5718\u968a\u9700\u5373\u6642\u5206\u6790\u6210\u6548\u6578\u64da\uff0c\u5728\u7b56\u7565\u57f7\u884c\u904e\u7a0b\u4e2d\u9748\u6d3b\u8abf\u5ea6\uff0c\u4f8b\u5982\u589e\u6e1b\u5ee3\u544a\u652f\u51fa\u6216\u512a\u5316\u884c\u52d5\u547c\u7c72 (CTA) \u7684\u8a2d\u8a08\u3002<\/p>\n<p><strong>\u6578\u4f4d\u884c\u92b7\u7b56\u75652\uff1a\u4e00\u81f4\u7684\u8a0a\u606f\u8207\u54c1\u724c\u9ad4\u9a57<\/strong><\/p>\n<p>\u6578\u4f4d\u884c\u92b7\u7b56\u7565\u901a\u5e38\u6703\u591a\u7ba1\u9f4a\u4e0b\uff0c\u4f46\u5207\u8a18\u8a0a\u606f\u8981\u4fdd\u6301\u4e00\u81f4\uff0c\u78ba\u4fdd\u6d88\u8cbb\u8005\u5f9e\u7db2\u7ad9\u3001\u793e\u7fa4\u3001EDM \u7b49\u7ba1\u9053\u7372\u5f97\u9023\u7e8c\u4e00\u81f4\u7684\u54c1\u724c\u9ad4\u9a57\u3002\u4f46\u4e0d\u4ee3\u8868\u6240\u6709\u884c\u92b7\u5167\u5bb9\u90fd\u8981\u4e00\u6a21\u4e00\u6a23\uff0c\u800c\u662f\u6bcf\u500b\u5167\u5bb9\u90fd\u80fd\u5f37\u5316\u54c1\u724c\u6558\u4e8b\uff0c\u4e26\u4f7f\u7528\u7b26\u5408\u54c1\u724c\u5b9a\u4f4d\u3001\u98a8\u683c\u8207\u614b\u5ea6\u7684\u54c1\u724c\u8b58\u5225\u3001\u914d\u8272\u3001\u9078\u5716\u7b49\u54c1\u724c\u8a2d\u8a08\u5de5\u5177\u3002\u8207\u6b64\u540c\u6642\uff0c\u54c1\u724c\u61c9\u5229\u7528\u6578\u64da\u4f86\u7d30\u5206\u53d7\u773e\uff0c\u627e\u5230\u6700\u80fd\u5f15\u8d77\u5404\u65cf\u7fa4\u8ff4\u97ff\u7684\u5275\u4f5c\u984c\u6750\u8207\u985e\u578b\uff0c\u50b3\u905e\u5408\u4e4e\u671f\u671b\u6216\u662f\u8207\u5176\u50f9\u503c\u89c0\u76f8\u7b26\u7684\u8a0a\u606f\u3002\u9019\u6709\u52a9\u65bc\u589e\u52a0\u6d88\u8cbb\u8005\u5c0d\u54c1\u724c\u7684\u5370\u8c61\u8207\u4fe1\u4efb\u611f\uff0c\u4e45\u800c\u4e45\u4e4b\u5efa\u7acb\u5fe0\u8aa0\u5ea6\u3002<\/p>\n<p><strong>\u6578\u4f4d\u884c\u92b7\u7b56\u75653\uff1a\u6709\u611f\u60c5\u624d\u80fd\u9577\u9577\u4e45\u4e45<\/strong><\/p>\n<p>\u6578\u64da\u548c\u6307\u6a19\u56fa\u7136\u91cd\u8981\uff0c\u4f46\u552f\u6709\u548c\u53d7\u773e\u5efa\u7acb\u60c5\u611f\u9023\u7d50\uff0c\u624d\u6709\u6a5f\u6703\u6210\u70ba\u4ed6\u5011\u5fc3\u4e2d\u7121\u53ef\u53d6\u4ee3\u7684\u9996\u9078\u54c1\u724c\u3002\u9019\u5c31\u4ef0\u8cf4\u6263\u4eba\u5fc3\u5f26\u7684\u6545\u4e8b\uff0c\u4ee4\u4eba\u56ae\u5f80\u7684\u8996\u89ba\u5716\u50cf\u6216\u662f\u4eba\u7269\uff0c\u5c07\u54c1\u724c\u5370\u8a18\u690d\u5165\u53d7\u773e\u5fc3\u4e2d\uff0c\u5f37\u5316\u54c1\u724c\u50f9\u503c\u3002<\/p>\n<p>Brandformance \u7b56\u7565\u53b2\u5bb3\u4e4b\u8655\u5728\u65bc\u53ef\u4ee5\u5e36\u4f86\u77ed\u671f\u8207\u9577\u671f\u6548\u76ca\u3002\u77ed\u671f\u800c\u8a00\uff0c\u54c1\u724c\u53ef\u4ee5\u904b\u7528\u4e3b\u984c\u5f0f\u7684\u7cbe\u7c21\u6545\u4e8b\uff0c\u91dd\u5c0d\u7279\u5b9a\u65cf\u7fa4\u9032\u884c\u63a8\u5ee3\uff0c\u5728\u5f37\u5316\u54c1\u724c\u5ba3\u50b3\u7684\u540c\u6642\u4fc3\u6210\u7279\u5b9a\u884c\u52d5\uff1b\u9577\u671f\u800c\u8a00\uff0c\u54c1\u724c\u53ef\u4ee5\u5229\u7528\u884c\u92b7\u6d3b\u52d5\u8490\u96c6\u7684\u5404\u7a2e\u6578\u64da\uff0c\u4f86\u512a\u5316\u6e9d\u901a\u8a0a\u606f\u548c\u589e\u9032\u6d88\u8cbb\u8005\u9ad4\u9a57\uff0c\u9054\u5230\u63d0\u5347\u54c1\u724c\u8cc7\u7522\u7684\u7d42\u6975\u76ee\u6a19\u3002\u7121\u8ad6\u77ed\u671f\u6216\u9577\u671f\uff0c\u8981\u5c07\u54c1\u724c\u529b\u8f49\u5316\u7232\u696d\u7e3e\uff0c\u6700\u95dc\u9375\u7684\u9084\u662f\u53d6\u5f97\u6d88\u8cbb\u8005\u4fe1\u4efb\uff0c\u5efa\u7acb\u60c5\u611f\u9023\u7d50\u3002<\/p>\n<p><strong>\u6578\u4f4d\u884c\u92b7\u7b56\u7565\u6848\u4f8b\uff1a\u65e5\u672c\u8eca\u5ee0 Nissan<\/strong><\/p>\n<p>\u65e5\u672c\u8eca\u5ee0 Nissan \u57282023\u5e74\u70ba\u62c9\u62ac\u65d7\u4e0b\u96fb\u52d5\u8eca\u6b3e Ariya \u92b7\u91cf\uff0c\u63a1\u53d6\u4e86\u524d\u6240\u672a\u898b\u7684\u5927\u81bd\u4f5c\u70ba\uff1a\u5728 YouTube \u520a\u767b\u4e00\u5247\u56db\u5c0f\u6642\u7684\u5ee3\u544a\u3002\u5728\u77ed\u5f71\u97f3\u6642\u4ee3\uff0c\u539f\u672c\u4e0d\u88ab\u770b\u597d\u7684\u5ee3\u544a\u537b\u5927\u7372\u597d\u8a55\uff0c\u89c0\u770b\u6b21\u6578\u7a81\u78341,800\u842c\u6b21\u3002\u6574\u652f\u5f71\u7247\u756b\u9762\u662f\u4e00\u4f4d\u65e5\u5f0f\u52d5\u756b\u98a8\u683c\u7684\u5973\u6027\u6b63\u5728\u99d5\u99dbAriya\uff0c\u642d\u914d\u7bc0\u594f\u8f15\u67d4\u7684 Lofi \u80cc\u666f\u97f3\u6a02\u3002\u9019\u7a2e\u9069\u5408\u5de5\u4f5c\u6216\u8b80\u66f8\u7684 Lofi \u97f3\u6a02\u52d5\u756b\u5f71\u7247\u5728 YouTube \u4e0a\u975e\u5e38\u53d7\u6b61\u8fce\uff0c\u6700\u51fa\u540d\u7684\u6b63\u662f\u88ab\u7db2\u53cb\u66b1\u7a31\u8b80\u66f8\u5973\u5b69\u7684 Lofi Girl\u3002<\/p>\n<p>Nissan \u6293\u6e96\u9019\u6ce2\u7db2\u8def\u6587\u5316\u8da8\u52e2\uff0c\u4e5f\u5229\u7528\u6d88\u8cbb\u8005\u7814\u7a76\u6578\u64da\u4f5c\u70ba\u6709\u529b\u652f\u6490\uff1a\u6578\u64da\u986f\u793a\u559c\u6b61 Lofi \u97f3\u6a02\u7684\u4eba\u5c0d\u96fb\u52d5\u8eca\u611f\u8208\u8da3\u7684\u6a5f\u7387\u66f4\u9ad8\u3002\u5ee3\u544a\u756b\u9762\u5ef6\u7e8c Lofi Girl \u98a8\u683c\uff0c\u52a0\u5165\u66f4\u9bae\u660e\u7684\u65e5\u5f0f\u5143\u7d20\u5ba3\u50b3\u516c\u53f8\u7684\u65e5\u672c\u50b3\u7d71\u3002\u8eca\u7a97\u5916\uff0c\u9109\u6751\u3001\u8857\u9053\u3001\u57ce\u5e02\u548c\u6d77\u5cb8\u7dda\u7b49\u7f8e\u9e97\u98a8\u666f\u4e00\u5e55\u5e55\u63a0\u904e\uff0c\u4e0d\u6642\u7a7f\u63d2\u5927\u578b Ariya \u5ee3\u544a\u770b\u677f\u3002\u6b64\u64cd\u4f5c\u624b\u6cd5\u5c07\u99d5\u99db Ariya \u8207\u611c\u610f\u4eab\u53d7\u5283\u4e0a\u7b49\u865f\uff0c\u51f8\u986f\u96fb\u52d5\u8eca\u5b89\u975c\u7684\u7279\u8272\uff0c\u540c\u6642\u4ee5\u8212\u5fc3\u7684\u97f3\u6a02\u70ba\u89c0\u773e\u63d0\u4f9b\u60c5\u611f\u9762\u7684\u9644\u52a0\u50f9\u503c\uff0c\u8b93\u4eba\u4e0d\u77e5\u4e0d\u89ba\u770b\u5b8c4\u5c0f\u6642\u5ee3\u544a\uff0c\u52a0\u6df1\u8207\u54c1\u724c\u4e4b\u9593\u7684\u9023\u7d50\u3002\u5ee3\u544a\u4e0a\u67b6\u5f8c\uff0c\u8a72\u96fb\u52d5\u8eca\u641c\u5c0b\u91cf\u5927\u589e\uff0c\u751a\u81f3\u8d85\u904e\u5167\u90e8\u8a2d\u5b9a\u76ee\u6a19\uff0c\u9084\u7372\u5f97\u4e0a\u5343\u689d\u6b63\u9762\u8a55\u50f9\u3002<\/p>\n<p>(Image credit: NISSAN)[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section][vc_section back_color=&#8221;color-xsdn&#8221; overlay_alpha=&#8221;50&#8243; uncode_shortcode_id=&#8221;187939&#8243; back_color_type=&#8221;uncode-palette&#8221; el_class=&#8221;portfolio-grid-images&#8221;][vc_row unlock_row=&#8221;&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;0&#8243; bottom_padding=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;191151&#8243; css=&#8221;.vc_custom_1668520241203{padding-right: 20px !important;padding-left: 20px !important;}&#8221;][vc_column width=&#8221;1\/1&#8243;][vc_gallery el_id=&#8221;gallery-148615&#8243; type=&#8221;carousel&#8221; medias=&#8221;24205,24227,24199,24202&#8243; carousel_lg=&#8221;3&#8243; carousel_md=&#8221;3&#8243; carousel_sm=&#8221;1&#8243; gutter_size=&#8221;2&#8243; media_items=&#8221;&#8221; carousel_interval=&#8221;3000&#8243; carousel_navspeed=&#8221;400&#8243; stage_padding=&#8221;0&#8243; single_overlay_opacity=&#8221;50&#8243; single_padding=&#8221;2&#8243; uncode_shortcode_id=&#8221;125333&#8243; items=&#8221;eyIyMDA0X2kiOnsic2luZ2xlX3dpZHRoIjoiNiIsImltYWdlc19zaXplIjoic2l4dGVlbi1uaW5lIn0sIjIwMDFfaSI6eyJpbWFnZXNfc2l6ZSI6ImZvdXItdGhyZWUifSwiMjAwMl9pIjp7ImltYWdlc19zaXplIjoiZm91ci10aHJlZSJ9LCIyMDAzX2kiOnsiaW1hZ2VzX3NpemUiOiJzaXh0ZWVuLW5pbmUifX0=&#8221;][vc_empty_space empty_h=&#8221;0&#8243;][vc_empty_space empty_h=&#8221;0&#8243;][\/vc_column][\/vc_row][\/vc_section][vc_section back_color=&#8221;color-xsdn&#8221; overlay_alpha=&#8221;50&#8243; uncode_shortcode_id=&#8221;910464&#8243; back_color_type=&#8221;uncode-palette&#8221; el_class=&#8221;content-section&#8221;][vc_row unlock_row=&#8221;&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;3&#8243; bottom_padding=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;0&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;716649&#8243; css=&#8221;.vc_custom_1677588958918{padding-right: 20px !important;padding-left: 20px !important;}&#8221;][vc_column column_width_use_pixel=&#8221;yes&#8221; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;3&#8243; style=&#8221;light&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;463355&#8243; column_width_pixel=&#8221;889&#8243; css=&#8221;.vc_custom_1667221225979{border-right-width: 0px !important;border-left-width: 0px !important;}&#8221;][vc_column_text text_color=&#8221;color-184738&#8243; uncode_shortcode_id=&#8221;904207&#8243; text_color_type=&#8221;uncode-palette&#8221;]<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%e4%b8%89%e3%80%81%e6%95%b8%e4%bd%8d%e8%a1%8c%e9%8a%b7%e7%ad%96%e7%95%a5%e6%88%90%e6%95%88%e8%a9%95%e4%bc%b0%e6%8c%87%e6%a8%99\"><\/span>\u4e09\u3001\u6578\u4f4d\u884c\u92b7\u7b56\u7565\u6210\u6548\u8a55\u4f30\u6307\u6a19<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u5efa\u7acb\u54c1\u724c\u4e26\u975e\u4e00\u8e74\u53ef\u5e7e\uff0c\u5fc5\u9808\u9577\u671f\u8015\u8018\uff0c\u7136\u800c\uff0c\u900f\u904e\u54c1\u724c\u8207\u6210\u6548\u5171\u878d\u7684\u6578\u4f4d\u884c\u92b7\u7b56\u7565\uff0c\u4f01\u696d\u53ef\u4ee5\u5229\u7528\u5373\u6642\u6578\u64da\u4f86\u5fae\u8abf\u8207\u512a\u5316\u884c\u92b7\u6d3b\u52d5\uff0c\u5be6\u73fe\u7acb\u5373\u6210\u6548\u3002<\/p>\n<p>\u7528\u4f86\u8861\u91cf\u6578\u4f4d\u884c\u92b7\u7b56\u7565\u6210\u6548\u7684\u6307\u6a19\u5305\u62ec\uff1a<\/p>\n<ul>\n<li>\u54c1\u724c\u63d0\u5347\/\u56de\u61b6 (Brand lift\/recall)\uff1a\u8861\u91cf\u6d88\u8cbb\u8005\u5728\u63a5\u89f8\u67d0\u500b\u884c\u92b7\u6d3b\u52d5\u5f8c\uff0c\u662f\u5426\u80fd\u5920\u8a18\u4f4f\u54c1\u724c\u3002<\/li>\n<li>\u7372\u5ba2\u6210\u672c (Customer acquisition cost, CAC)\uff1a\u4ee3\u8868\u4f01\u696d\u70ba\u4e86\u7372\u53d6\u65b0\u5ba2\u6236\u6240\u9700\u6295\u5165\u7684\u6210\u672c\uff0c\u662f\u6578\u4f4d\u884c\u92b7\u7b56\u7565\u7684\u95dc\u9375\u6307\u6a19\u4e4b\u4e00\u3002<\/li>\n<li>\u6bcf\u6b21\u884c\u52d5\u6210\u672c (Cost per Action, CPA)\uff1a\u6d88\u8cbb\u8005\u6bcf\u5b8c\u6210\u4e00\u500b\u6307\u5b9a\u884c\u52d5 (\u9ede\u64ca\u3001\u8f49\u63db\u7b49)\uff0c\u4f01\u696d\u9700\u8981\u652f\u51fa\u7684\u82b1\u8cbb\u3002<\/li>\n<li>\u8072\u91cf\u4f54\u6bd4 (Share of Voice, SoV)\uff1a\u4ee5\u80fd\u898b\u5ea6\u548c\u5b58\u5728\u611f\u4f86\u770b\uff0c\u6bd4\u8f03\u54c1\u724c\u548c\u7af6\u722d\u5c0d\u624b\u7684\u8072\u91cf\u6bd4\u91cd\uff0c\u4e5f\u5c31\u662f\u54c1\u724c\u80fd\u5426\u5728\u5e02\u5834\u7af6\u722d\u4e2d\u812b\u7a4e\u800c\u51fa\u3002<\/li>\n<li>\u9ede\u64ca\u7387 (Click-through rate, CTR)\uff1a\u6d88\u8cbb\u8005\u770b\u5230\u4e26\u9ede\u64ca\u5ee3\u544a\u7684\u6bd4\u7387\uff0c\u53ef\u7528\u4f86\u8a55\u4f30\u6d88\u8cbb\u8005\u5c0d\u54c1\u724c\u7684\u8208\u8da3\u548c\u521d\u671f\u53c3\u8207\u5ea6\u3002<\/li>\n<\/ul>\n<p>\u524d\u6bb5\u63d0\u5230\u54c1\u724c\u8207\u6d88\u8cbb\u8005\u5efa\u7acb\u60c5\u611f\u9023\u7d50\u7684\u91cd\u8981\u6027\uff0c\u300a\u54c8\u4f5b\u5546\u696d\u8a55\u8ad6\u300b\u96dc\u8a8c\u5efa\u8b70\u5728\u8a55\u4f30 Brandformance \u7b56\u7565\u6210\u6548\u6642\uff0c\u61c9\u7d0d\u5165\u56db\u500b\u6307\u6a19\uff1a\u719f\u6089\u5ea6 (familiarity)\uff0c\u4e5f\u5c31\u662f\u6d88\u8cbb\u8005\u5c0d\u54c1\u724c\u7684\u8a8d\u77e5\u548c\u7406\u89e3\u7a0b\u5ea6\uff1b\u89c0\u611f (regard)\uff0c\u5373\u6d88\u8cbb\u8005\u6709\u591a\u559c\u6b61\u6216\u6b23\u8cde\u8a72\u54c1\u724c\uff1b\u610f\u7fa9 (meaning)\uff0c\u5c0d\u6d88\u8cbb\u8005\u800c\u8a00\uff0c\u8a72\u54c1\u724c\u5728\u751f\u6d3b\u4e2d\u7684\u76f8\u95dc\u6027\u6216\u91cd\u8981\u6027\uff1b\u7368\u7279\u6027 (uniqueness)\uff0c\u5728\u6d88\u8cbb\u8005\u5fc3\u4e2d\uff0c\u54c1\u724c\u8207\u5176\u4ed6\u7af6\u722d\u8005\u7684\u5dee\u7570\u4e4b\u8655\u3002\u9019\u56db\u5927\u6307\u6a19\u5c0d\u65bc\u6d88\u8cbb\u8005\u65c5\u7a0b\u7684\u6bcf\u500b\u74b0\u7bc0\u90fd\u80fd\u7522\u751f\u5f71\u97ff\u529b\u3002[\/vc_column_text][vc_column_text text_color=&#8221;color-184738&#8243; uncode_shortcode_id=&#8221;415190&#8243; text_color_type=&#8221;uncode-palette&#8221;]<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%e5%9b%9b%e3%80%81%e5%85%a7%e5%8c%96-brandformace-%e6%80%9d%e7%b6%ad\"><\/span>\u56db\u3001\u5167\u5316 Brandformace \u601d\u7dad<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u5c07 Brandformance \u601d\u7dad\u878d\u5165\u54c1\u724c\u8207\u6578\u4f4d\u884c\u92b7\u7b56\u7565\uff0c\u5fc5\u9808\u5728\u6253\u9020\u5f15\u4eba\u77da\u76ee\u7684\u54c1\u724c\u6558\u4e8b\uff0c\u548c\u8ffd\u6c42\u7cbe\u78ba\u7684\u6210\u6548\u91cf\u5316\u4e4b\u9593\u53d6\u5f97\u5fae\u5999\u5e73\u8861\u3002\u9996\u5148\uff0c\u4f01\u696d\u8981\u64c1\u6709\u5f37\u800c\u6709\u529b\u7684\u54c1\u724c\u6545\u4e8b\uff0c\u80fd\u5920\u5728\u5404\u7a2e\u6e9d\u901a\u7ba1\u9053\u8207\u53d7\u773e\u7522\u751f\u5171\u9cf4\u3002\u540c\u6642\uff0c\u5c07\u53d7\u773e\u7d30\u5206\u4e26\u5fae\u8abf\u8a0a\u606f\u5167\u5bb9\uff0c\u4ee5\u63d0\u5347\u4e92\u52d5\u6548\u679c\u3002\u63a5\u8457\uff0c\u5c07\u5275\u4f5c\u5167\u5bb9\u9023\u7d50\u5230\u660e\u78ba\u7684\u6210\u6548\u76ee\u6a19\uff0c\u78ba\u4fdd\u6bcf\u500b\u884c\u92b7\u6d3b\u52d5\u90fd\u80fd\u4fc3\u6210\u884c\u52d5\uff0c\u7372\u5f97\u53ef\u91cf\u5316\u7684\u7d50\u679c\u3002\u6578\u64da\u5206\u6790\u4e0d\u53ea\u7528\u4f86\u5373\u6642\u8ffd\u8e64\u8207\u512a\u5316\u5ba3\u50b3\u6548\u76ca\uff0c\u66f4\u662f\u7b56\u7565\u6c7a\u7b56\u7684\u91cd\u8981\u4f9d\u64da\uff0c\u78ba\u4fdd\u54c1\u724c\u6e9d\u901a\u548c\u6210\u6548\u76ee\u6a19\u76f8\u8f14\u76f8\u6210\u3002\u548c\u57f7\u884c\u4efb\u4f55\u7b56\u7565\u4e00\u6a23\uff0cBrandformance \u5fc5\u9808\u4e0d\u65b7\u8abf\u6574\uff0c\u8207\u6642\u4ff1\u9032\u3002\u4f01\u696d\u4e0a\u4e0b\u7686\u9700\u7406\u89e3\u54c1\u724c\u8207\u6210\u6548\u5171\u878d\u7684\u6548\u76ca\uff0c\u8b93\u611f\u6027\u7684\u5275\u610f\u5167\u5bb9\u8207\u7406\u6027\u7684\u5927\u6578\u64da\u540c\u6b65\u4e26\u9032\u3002\u5982\u6b64\u4e00\u4f86\uff0c\u5c31\u6709\u6a5f\u6703\u6253\u9020\u4e00\u500b\u6df1\u690d\u4eba\u5fc3\u800c\u4e14\u6301\u7e8c\u4fdd\u6709\u696d\u7e3e\u6210\u9577\u6f5b\u529b\u7684\u54c1\u724c\u3002<\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">\u53c3\u8003\u8cc7\u6599\uff1a<\/span><a href=\"https:\/\/hackernoon.com\/brandformance-the-fusion-of-branding-and-performance-marketing\">Brandformance: The Fusion of Branding and Performance Marketing<\/a>, Taktical Digital<br \/>\n<a href=\"https:\/\/hbr.org\/2023\/05\/how-brand-building-and-performance-marketing-can-work-together\">How Brand Building and Performance Marketing Can Work Together<\/a>, Harvard Business Review<br \/>\n<a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/zh-tw\/marketing-strategies\/automation\/2023-google-%E5%8F%B0%E7%81%A3%E6%95%B8%E4%BD%8D%E8%B6%A8%E5%8B%A2%E5%B3%B0%E6%9C%83-%E5%93%81%E7%89%8C%E8%88%87%E6%88%90%E6%95%88%E5%85%B1%E8%9E%8D-%E9%82%81%E5%90%91%E4%B8%8B%E4%B8%80%E5%BA%A7%E6%88%90%E9%95%B7%E9%AB%98%E5%B3%B0\/\">2023 Google \u53f0\u7063\u6578\u4f4d\u8da8\u52e2\u5cf0\u6703\uff08\u4e0a\uff09\uff1a\u54c1\u724c\u8207\u6210\u6548\u5171\u878d \u9081\u5411\u4e0b\u4e00\u5ea7\u6210\u9577\u9ad8\u5cf0<\/a><br \/>\n<a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/zh-tw\/marketing-strategies\/automation\/2023Google%E5%8F%B0%E7%81%A3%E6%95%B8%E4%BD%8D%E8%B6%A8%E5%8B%A2%E5%B3%B0%E6%9C%83-%E5%93%81%E7%89%8C%E8%88%87%E6%88%90%E6%95%88%E5%85%B1%E8%9E%8D%E6%88%90%E9%95%B7%E6%8C%87%E5%8D%97-%E7%AA%81%E7%A0%B4%E6%A5%AD%E7%B8%BE%E7%93%B6%E9%A0%B8%E7%9A%84%E6%9C%80%E4%BD%B3%E8%A7%A3%E6%B1%BA%E6%96%B9%E6%A1%88\/\">2023 Google \u53f0\u7063\u6578\u4f4d\u8da8\u52e2\u5cf0\u6703 (\u4e0b)\uff1a 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