{"entry_id": "79bca098-c1da-4806-9972-e5863f3cced3", "infos": [{"txt": "1万字直播总结，讲清全域增长营销3.0", "language": "chinese", "position": {"atoms": [{"position_id": 0, "txt": "1万字直播总结，讲清全域增长营销3.0", "x": ""}]}, "tags": [], "label": "O", "web_segment_id": 0, "global_sentence_id": 0, "edu_l1_label": "EDU_O"}, {"txt": "            1万字直播总结，讲清全域增长营销3.0          ", "language": "chinese", "position": {"atoms": [{"position_id": 833, "txt": "\n            \n1万字直播总结，讲清全域增长营销3.0\n          ", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/h1"}]}, "tags": ["h1"], "label": "article_title", "web_segment_id": 37, "global_sentence_id": 1, "edu_l1_label": "BOT"}, {"txt": "过往我在操盘数字化营销转型的全案项目时，算是很早就意识到“私域只是运营体系下的一个点，而运营在营销体系下只是其中一个面”，只有把“品牌+市场+运营”串联在一起的时候，才是真正意义上的营销体系。", "language": "chinese", "position": {"atoms": [{"position_id": 835, "txt": "过往我在操盘数字化营销转型的全案项目时，算是很早就意识到“私域只是运营体系下的一个点，而运营在营销体系下只是其中一个面”，只有把“品牌+市场+运营”串联在一起的时候，才是真正意义上的营销体系。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[1]/span"}]}, "tags": [], "label": "content", "web_segment_id": 39, "global_sentence_id": 2, "edu_l1_label": "BOS"}, {"txt": "特别是经历过KA客户服务，我更是发现，能把品牌、市场和运营整合起来并发挥作用在营销上，是一件非常艰难的事情。", "language": "chinese", "position": {"atoms": [{"position_id": 837, "txt": "特别是经历过KA客户服务，我更是发现，能把品牌、市场和运营整合起来并发挥作用在营销上，是一件非常艰难的事情。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[2]/span"}]}, "tags": [], "label": "content", "web_segment_id": 40, "global_sentence_id": 3, "edu_l1_label": "IOS"}, {"txt": "当大环境上行时，全局增长可以掩盖三者各自为战的不足，而到存量时代的今天，如何调动一切可调动的资源，从而获得低成本，高转化的经营回报，是当下大中小企业的生存之道。", "language": "chinese", "position": {"atoms": [{"position_id": 839, "txt": "当大环境上行时，全局增长可以掩盖三者各自为战的不足，而到存量时代的今天，如何调动一切可调动的资源，从而获得低成本，高转化的经营回报，是当下大中小企业的生存之道。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[3]/span/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 41, "global_sentence_id": 4, "edu_l1_label": "IOS"}, {"txt": "最近我也频频看到，不少公司裁撤或整合品牌部和市场部，比如蕉下撤掉品牌部，负责公关的员工离职，市场部并入销售部门；", "language": "chinese", "position": {"atoms": [{"position_id": 841, "txt": "最近我也频频看到，不少公司裁撤或整合品牌部和市场部，比如蕉下撤掉品牌部，负责公关的员工离职，市场部并入销售部门；", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[4]/span"}]}, "tags": [], "label": "content", "web_segment_id": 42, "global_sentence_id": 5, "edu_l1_label": "IOS"}, {"txt": "再有网传某家电巨头，撤掉大部分第三方广告营销外包工作，尽量转为内部人员消化。", "language": "chinese", "position": {"atoms": [{"position_id": 842, "txt": "再有网传某家电巨头，撤掉大部分第三方广告营销外包工作，尽量转为内部人员消化。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[4]/span"}]}, "tags": [], "label": "content", "web_segment_id": 42, "global_sentence_id": 6, "edu_l1_label": "IOS"}, {"txt": "其次，当in-house运营（自运营）成为趋势后，对营销运营人才的全域能力要求必然会提高，除了精通私域场景的营销转化，也离不开全域运营多条腿走路，才能构建稳定的用户池。", "language": "chinese", "position": {"atoms": [{"position_id": 844, "txt": "其次，当in-house运营（自运营）成为趋势后，对营销运营人才的全域能力要求必然会提高，除了精通私域场景的营销转化，也离不开全域运营多条腿走路，才能构建稳定的用户池。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[5]/span"}]}, "tags": [], "label": "content", "web_segment_id": 43, "global_sentence_id": 7, "edu_l1_label": "IOS"}, {"txt": "比如在我们运营操盘手交流群内，一位做3C项目的运营朋友，从货架电商到私域电商，甚至还要考虑门店与即时零售如何接入并获取新流量与扩大成交。", "language": "chinese", "position": {"atoms": [{"position_id": 846, "txt": "比如在我们运营操盘手交流群内，一位做3C项目的运营朋友，从货架电商到私域电商，甚至还要考虑门店与即时零售如何接入并获取新流量与扩大成交。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[6]/span"}]}, "tags": [], "label": "content", "web_segment_id": 44, "global_sentence_id": 8, "edu_l1_label": "IOS"}, {"txt": "企业卷全域，个人卷全局，只有站在高处，才能纵览全貌，私域人也需要有全域视角。", "language": "chinese", "position": {"atoms": [{"position_id": 848, "txt": "企业卷全域，个人卷全局，只有站在高处，才能纵览全貌，私域人也需要有全域视角。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[7]/span/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 45, "global_sentence_id": 9, "edu_l1_label": "IOS"}, {"txt": "近期趁着中秋小假期，我细品了刀法研究所举办的关于营销3.0时代的主题直播，研读完公开分享的直播ppt课件后发现，这场公开日直播含金量还是非常高的。", "language": "chinese", "position": {"atoms": [{"position_id": 850, "txt": "近期趁着中秋小假期，我细品了刀法研究所举办的关于营销3.0时代的主题直播，研读完公开分享的直播ppt课件后发现，这场公开日直播含金量还是非常高的。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[8]/span"}]}, "tags": [], "label": "content", "web_segment_id": 46, "global_sentence_id": 10, "edu_l1_label": "IOS"}, {"txt": "我也因此精选并提纯了内容，把“看到的”和“想到的”跟大家共享营销大佬们如何看待营销大变天带来的增长挑战、以及有哪些新思路可以让品牌借营销3.0跑出来、冲下去。", "language": "chinese", "position": {"atoms": [{"position_id": 852, "txt": "我也因此精选并提纯了内容，把“看到的”和“想到的”跟大家共享营销大佬们如何看待营销大变天带来的增长挑战、以及有哪些新思路可以让品牌借营销3.0跑出来、冲下去。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[9]/span"}]}, "tags": [], "label": "content", "web_segment_id": 47, "global_sentence_id": 11, "edu_l1_label": "IOS"}, {"txt": "全文1万字，欢迎提前三连避免迷路，希望能对你的项目有所启发。", "language": "chinese", "position": {"atoms": [{"position_id": 854, "txt": "全文1万字，欢迎提前三连避免迷路，希望能对你的项目有所启发。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[10]/span"}]}, "tags": [], "label": "content", "web_segment_id": 48, "global_sentence_id": 12, "edu_l1_label": "EDU_O"}, {"txt": "01 企业及运营人的增长挑战", "language": "chinese", "position": {"atoms": [{"position_id": 856, "txt": "01 企业及运营人的增长挑战", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[11]/span/strong"}]}, "tags": ["strong"], "label": "title1", "web_segment_id": 49, "global_sentence_id": 13, "edu_l1_label": "BOS"}, {"txt": "1、企业增长挑战方面", "language": "chinese", "position": {"atoms": [{"position_id": 858, "txt": "1、企业增长挑战方面", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[12]/span/strong"}]}, "tags": ["strong"], "label": "title2", "web_segment_id": 50, "global_sentence_id": 14, "edu_l1_label": "IOS"}, {"txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/3dBE9or3f5Yy71LxnZQ6.png", "language": "chinese", "position": {"atoms": [{"position_id": 84, "txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/3dBE9or3f5Yy71LxnZQ6.png", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[13]/img"}]}, "tags": ["img"], "label": "figure", "web_segment_id": 51, "global_sentence_id": 15, "edu_l1_label": "EDU_O"}, {"txt": "1）货架电商到内容电商断层", "language": "chinese", "position": {"atoms": [{"position_id": 860, "txt": "1）货架电商到内容电商断层", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[14]/span/strong/span"}]}, "tags": ["strong"], "label": "title3", "web_segment_id": 52, "global_sentence_id": 16, "edu_l1_label": "IOS"}, {"txt": "企业在从传统货架电商向内容电商转型时，可能缺乏明确的方向指引，不知道如何在新的领域开展业务，也缺少在内容电商领域成功运作的经验。", "language": "chinese", "position": {"atoms": [{"position_id": 862, "txt": "企业在从传统货架电商向内容电商转型时，可能缺乏明确的方向指引，不知道如何在新的领域开展业务，也缺少在内容电商领域成功运作的经验。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[15]/span"}]}, "tags": [], "label": "content", "web_segment_id": 53, "global_sentence_id": 17, "edu_l1_label": "IOS"}, {"txt": "同时，没有一套成熟的、系统的方法来应对内容电商的特点和要求，包括内容创作、用户互动、流量获取等方面。", "language": "chinese", "position": {"atoms": [{"position_id": 864, "txt": "同时，没有一套成熟的、系统的方法来应对内容电商的特点和要求，包括内容创作、用户互动、流量获取等方面。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[16]/span"}]}, "tags": [], "label": "content", "web_segment_id": 54, "global_sentence_id": 18, "edu_l1_label": "IOS"}, {"txt": "职责划分混乱和预算分配难办，属于组织力问题，应对全域营销除了业务能力提升，还得依赖强大的团队组织来运作。", "language": "chinese", "position": {"atoms": [{"position_id": 866, "txt": "职责划分混乱和预算分配难办，属于组织力问题，应对全域营销除了业务能力提升，还得依赖强大的团队组织来运作。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[17]/span"}]}, "tags": [], "label": "content", "web_segment_id": 55, "global_sentence_id": 19, "edu_l1_label": "IOS"}, {"txt": "2）单点到全域断层", "language": "chinese", "position": {"atoms": [{"position_id": 868, "txt": "2）单点到全域断层", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[18]/span/strong/span"}]}, "tags": ["strong"], "label": "title3", "web_segment_id": 56, "global_sentence_id": 20, "edu_l1_label": "IOS"}, {"txt": "如果企业只依赖单一平台，其战略规划可能无法适应全域运营的要求，导致战略与实际执行的策略脱节。", "language": "chinese", "position": {"atoms": [{"position_id": 870, "txt": "如果企业只依赖单一平台，其战略规划可能无法适应全域运营的要求，导致战略与实际执行的策略脱节。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[19]/span"}]}, "tags": [], "label": "content", "web_segment_id": 57, "global_sentence_id": 21, "edu_l1_label": "IOS"}, {"txt": "即使发力全域，但平台联动缺配合增长复盘难归因。", "language": "chinese", "position": {"atoms": [{"position_id": 872, "txt": "即使发力全域，但平台联动缺配合增长复盘难归因。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[20]/span"}]}, "tags": [], "label": "content", "web_segment_id": 58, "global_sentence_id": 22, "edu_l1_label": "IOS"}, {"txt": "在全域运营中，各个平台之间的联动需要良好的配合，但企业可能在这方面存在不足。", "language": "chinese", "position": {"atoms": [{"position_id": 873, "txt": "在全域运营中，各个平台之间的联动需要良好的配合，但企业可能在这方面存在不足。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[20]/span"}]}, "tags": [], "label": "content", "web_segment_id": 58, "global_sentence_id": 23, "edu_l1_label": "IOS"}, {"txt": "同时，当出现问题或增长乏力时，难以准确归因，不知道是哪个环节出了问题。", "language": "chinese", "position": {"atoms": [{"position_id": 874, "txt": "同时，当出现问题或增长乏力时，难以准确归因，不知道是哪个环节出了问题。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[20]/span"}]}, "tags": [], "label": "content", "web_segment_id": 58, "global_sentence_id": 24, "edu_l1_label": "IOS"}, {"txt": "3）战略规划与营销效果断层", "language": "chinese", "position": {"atoms": [{"position_id": 876, "txt": "3）战略规划与营销效果断层", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[21]/span/strong/span"}]}, "tags": ["strong"], "label": "title3", "web_segment_id": 59, "global_sentence_id": 25, "edu_l1_label": "IOS"}, {"txt": "预算分配拍脑袋：", "language": "chinese", "position": {"atoms": [{"position_id": 878, "txt": "预算分配拍脑袋：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[22]/span"}]}, "tags": [], "label": "content", "web_segment_id": 60, "global_sentence_id": 26, "edu_l1_label": "IOS"}, {"txt": "在从单点向全域拓展时，企业可能没有科学的方法来分配预算，只能凭主观判断进行决策，容易导致资源浪费或分配不合理。", "language": "chinese", "position": {"atoms": [{"position_id": 879, "txt": "在从单点向全域拓展时，企业可能没有科学的方法来分配预算，只能凭主观判断进行决策，容易导致资源浪费或分配不合理。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[22]/span"}]}, "tags": [], "label": "content", "web_segment_id": 60, "global_sentence_id": 27, "edu_l1_label": "IOS"}, {"txt": "企业在制定战略规划时，可能没有充分考虑到实际的营销效果，导致战略目标与市场实际情况脱节。", "language": "chinese", "position": {"atoms": [{"position_id": 881, "txt": "企业在制定战略规划时，可能没有充分考虑到实际的营销效果，导致战略目标与市场实际情况脱节。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[23]/span"}]}, "tags": [], "label": "content", "web_segment_id": 61, "global_sentence_id": 28, "edu_l1_label": "IOS"}, {"txt": "或者在执行战略规划时，无法有效地将其转化为具体的营销行动，从而影响企业的增长。", "language": "chinese", "position": {"atoms": [{"position_id": 882, "txt": "或者在执行战略规划时，无法有效地将其转化为具体的营销行动，从而影响企业的增长。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[23]/span"}]}, "tags": [], "label": "content", "web_segment_id": 61, "global_sentence_id": 29, "edu_l1_label": "IOS"}, {"txt": "2、从业者们的全域人才模型挑战", "language": "chinese", "position": 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"企业对市场人的要求越来越高，不仅要懂内容创作，吸引用户关注，还要懂数据分析，能够通过数据驱动决策，实现即时的生意增长。", "language": "chinese", "position": {"atoms": [{"position_id": 907, "txt": "企业对市场人的要求越来越高，不仅要懂内容创作，吸引用户关注，还要懂数据分析，能够通过数据驱动决策，实现即时的生意增长。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[35]/span"}]}, "tags": [], "label": "content", "web_segment_id": 73, "global_sentence_id": 44, "edu_l1_label": "IOS"}, {"txt": "如果市场人不能为企业带来业绩增长，就可能在企业中失去话语权，这使得他们必须不断努力提升自己的能力，以满足企业要求。", "language": "chinese", "position": {"atoms": [{"position_id": 909, "txt": "如果市场人不能为企业带来业绩增长，就可能在企业中失去话语权，这使得他们必须不断努力提升自己的能力，以满足企业要求。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[36]/span"}]}, "tags": [], "label": "content", "web_segment_id": 74, "global_sentence_id": 45, "edu_l1_label": "IOS"}, {"txt": "02 人群战略的重要性有多重要？", "language": "chinese", "position": {"atoms": [{"position_id": 911, "txt": "02 人群战略的重要性有多重要？", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[37]/span/strong"}]}, "tags": ["strong"], "label": "title1", "web_segment_id": 75, "global_sentence_id": 46, "edu_l1_label": "BOS"}, {"txt": "在刀姐分享的课题，主要讲的是趋势变化层面，最大的变化是从货架逻辑向用户逻辑迁移，从 B2C 到 DTC，从中心化媒体到碎片化全域，从品效分离到品效合一。", "language": "chinese", "position": {"atoms": [{"position_id": 913, "txt": "在刀姐分享的课题，主要讲的是趋势变化层面，最大的变化是从货架逻辑向用户逻辑迁移，从 B2C 到 DTC，从中心化媒体到碎片化全域，从品效分离到品效合一。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[38]/span"}]}, "tags": [], "label": "content", "web_segment_id": 76, "global_sentence_id": 47, "edu_l1_label": "IOS"}, {"txt": "特别有感触的一点是，因为之前也有接触一些出海私域项目，而国内私域运营的那套玩法，在国外是完全看不见。", "language": "chinese", "position": {"atoms": [{"position_id": 915, "txt": "特别有感触的一点是，因为之前也有接触一些出海私域项目，而国内私域运营的那套玩法，在国外是完全看不见。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[39]/span"}]}, "tags": [], "label": "content", "web_segment_id": 77, "global_sentence_id": 48, "edu_l1_label": "IOS"}, {"txt": "在营销技术和玩法上，我认为国内是实实在在的全球领先，而tiktok的发展正沿着过往国内抖音走过的路，一步步地走，海外当前在跨平台引流上还是比较开放，而且海外用户也有使用独立站的习惯，如果加上国内的私域玩法和内容输出能力，是值得借鉴和复制的。", "language": 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"content", "web_segment_id": 84, "global_sentence_id": 56, "edu_l1_label": "IOS"}, {"txt": "持续进行面料科技创新，打造好穿好看的瑜伽裤，提升产品品质和用户体验。", "language": "chinese", "position": {"atoms": [{"position_id": 928, "txt": "持续进行面料科技创新，打造好穿好看的瑜伽裤，提升产品品质和用户体验。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[47]/span"}]}, "tags": [], "label": "content", "web_segment_id": 85, "global_sentence_id": 57, "edu_l1_label": "IOS"}, {"txt": "第二，明确人群：", "language": "chinese", "position": {"atoms": [{"position_id": 930, "txt": "第二，明确人群：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[48]/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 86, "global_sentence_id": 58, "edu_l1_label": "IOS"}, {"txt": "店内瑜伽课与社区运营", "language": "chinese", "position": {"atoms": [{"position_id": 931, "txt": "店内瑜伽课与社区运营", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[48]/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 86, "global_sentence_id": 59, "edu_l1_label": "IOS"}, {"txt": "通过在店内开设瑜伽课，吸引对的人（超级女孩），并依托教育者和品牌大使进行社区运营，扩大品牌影响力。", "language": "chinese", "position": {"atoms": [{"position_id": 933, "txt": "通过在店内开设瑜伽课，吸引对的人（超级女孩），并依托教育者和品牌大使进行社区运营，扩大品牌影响力。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[49]/span"}]}, "tags": [], "label": "content", "web_segment_id": 87, "global_sentence_id": 60, "edu_l1_label": "IOS"}, {"txt": "第三，心智占领：", "language": "chinese", "position": {"atoms": [{"position_id": 935, "txt": "第三，心智占领：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[50]/span/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 88, "global_sentence_id": 61, "edu_l1_label": "IOS"}, {"txt": "品牌文化与推广", "language": "chinese", "position": {"atoms": [{"position_id": 936, "txt": "品牌文化与推广", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[50]/span/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 88, "global_sentence_id": 62, "edu_l1_label": "IOS"}, {"txt": "利用瑜伽杂志广告和品牌宣言购物袋等方式进行推广，强化共同情绪价值的品牌文化，增强品牌认同感。", "language": "chinese", "position": {"atoms": [{"position_id": 938, "txt": "利用瑜伽杂志广告和品牌宣言购物袋等方式进行推广，强化共同情绪价值的品牌文化，增强品牌认同感。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[51]/span"}]}, "tags": [], "label": "content", "web_segment_id": 89, "global_sentence_id": 63, "edu_l1_label": "IOS"}, {"txt": "第四，新品迭代：", "language": "chinese", "position": {"atoms": [{"position_id": 940, "txt": "第四，新品迭代：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[52]/span/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 90, "global_sentence_id": 64, "edu_l1_label": "IOS"}, {"txt": "基于人群的新品开发", "language": "chinese", "position": {"atoms": [{"position_id": 941, "txt": "基于人群的新品开发", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[52]/span/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 90, "global_sentence_id": 65, "edu_l1_label": "IOS"}, {"txt": "根据超级女孩的需求和特点，开发相关的新品，满足用户多样化的需求。", "language": "chinese", "position": {"atoms": [{"position_id": 943, "txt": "根据超级女孩的需求和特点，开发相关的新品，满足用户多样化的需求。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[53]/span"}]}, "tags": [], "label": "content", "web_segment_id": 91, "global_sentence_id": 66, "edu_l1_label": "IOS"}, {"txt": "第五，口碑运营：", "language": "chinese", "position": {"atoms": [{"position_id": 945, "txt": "第五，口碑运营：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[54]/span/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 92, "global_sentence_id": 67, "edu_l1_label": "IOS"}, {"txt": "运营管理与口碑提升", "language": "chinese", "position": {"atoms": [{"position_id": 946, "txt": "运营管理与口碑提升", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[54]/span/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 92, "global_sentence_id": 68, "edu_l1_label": "IOS"}, {"txt": "以提升品牌口碑为运营的北极星指标，获得更高的单客价值和NPS（89% 的推荐率），使 Lululemon占到用户在运动服装上支出的30%，从而实现远高于同行的利润率。", "language": "chinese", "position": {"atoms": [{"position_id": 948, "txt": "以提升品牌口碑为运营的北极星指标，获得更高的单客价值和NPS（89% 的推荐率），使 Lululemon占到用户在运动服装上支出的30%，从而实现远高于同行的利润率。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[55]/span"}]}, "tags": [], "label": "content", "web_segment_id": 93, "global_sentence_id": 69, "edu_l1_label": "IOS"}, {"txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/3qcxiX2PyFi4hgGUD8NoNR.png", "language": "chinese", "position": {"atoms": [{"position_id": 195, "txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/3qcxiX2PyFi4hgGUD8NoNR.png", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[56]/img"}]}, "tags": ["img"], "label": "figure", "web_segment_id": 94, "global_sentence_id": 70, "edu_l1_label": "EDU_O"}, {"txt": "Lululemon主要与用户沟通两件事，一是产品有多好，二是品牌不是什么。", "language": "chinese", "position": {"atoms": [{"position_id": 950, "txt": "Lululemon主要与用户沟通两件事，一是产品有多好，二是品牌不是什么。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[57]/span"}]}, "tags": [], "label": "content", "web_segment_id": 95, "global_sentence_id": 71, "edu_l1_label": "IOS"}, {"txt": "把瑜伽运动的精神属性紧密相关，并通过各种方式统一员工精神，再传递给顾客。", "language": "chinese", "position": {"atoms": [{"position_id": 951, "txt": "把瑜伽运动的精神属性紧密相关，并通过各种方式统一员工精神，再传递给顾客。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[57]/span"}]}, "tags": [], "label": "content", "web_segment_id": 95, "global_sentence_id": 72, "edu_l1_label": "IOS"}, {"txt": "特别注重精准目标人群的定位，将目标用户锁定为 Super Girls 超级女孩：", "language": "chinese", "position": {"atoms": [{"position_id": 953, "txt": "特别注重精准目标人群的定位，将目标用户锁定为 Super Girls 超级女孩：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[58]/span"}]}, "tags": [], "label": "content", "web_segment_id": 96, "global_sentence_id": 73, "edu_l1_label": "IOS"}, {"txt": "24-35 岁、未婚未育、教育程度高、年收入 8 万刀、有自己的公寓、喜欢运动、旅行和时尚等。", "language": "chinese", "position": {"atoms": [{"position_id": 954, "txt": "24-35 岁、未婚未育、教育程度高、年收入 8 万刀、有自己的公寓、喜欢运动、旅行和时尚等。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[58]/span"}]}, "tags": [], "label": "content", "web_segment_id": 96, "global_sentence_id": 74, "edu_l1_label": "IOS"}, {"txt": "通过精准定位，lululemon能够更好地了解她们需求和喜好，从而提供更符合他们需求的产品和服务。", "language": "chinese", "position": {"atoms": [{"position_id": 955, "txt": "通过精准定位，lululemon能够更好地了解她们需求和喜好，从而提供更符合他们需求的产品和服务。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[58]/span"}]}, "tags": [], "label": "content", "web_segment_id": 96, "global_sentence_id": 75, "edu_l1_label": "IOS"}, {"txt": "2、人群战略下，产品营销转型", "language": "chinese", "position": {"atoms": [{"position_id": 957, "txt": "2、人群战略下，产品营销转型", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[59]/span/strong"}]}, "tags": ["strong"], "label": "title2", "web_segment_id": 97, "global_sentence_id": 76, "edu_l1_label": "IOS"}, {"txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/AgRt034Z5iL2gXVgwc5KaR.png", "language": "chinese", "position": {"atoms": [{"position_id": 204, "txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/AgRt034Z5iL2gXVgwc5KaR.png", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[60]/img"}]}, "tags": ["img"], "label": "figure", "web_segment_id": 98, "global_sentence_id": 77, "edu_l1_label": "EDU_O"}, {"txt": "当全域碎片化的趋势下，从垂直目标人群的痛点到用户心智共识的共建，关注长效的LTV和NPS，而不仅仅单次的投放效率，这是全域运营下的营销结构改变。", "language": "chinese", "position": {"atoms": [{"position_id": 959, "txt": "当全域碎片化的趋势下，从垂直目标人群的痛点到用户心智共识的共建，关注长效的LTV和NPS，而不仅仅单次的投放效率，这是全域运营下的营销结构改变。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[61]/span"}]}, "tags": [], "label": "content", "web_segment_id": 99, "global_sentence_id": 78, "edu_l1_label": "IOS"}, {"txt": "而下面这两个新品营销案例，我认为是有借鉴意义：", "language": "chinese", "position": {"atoms": [{"position_id": 961, "txt": "而下面这两个新品营销案例，我认为是有借鉴意义：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[62]/span"}]}, "tags": [], "label": "content", "web_segment_id": 100, "global_sentence_id": 79, "edu_l1_label": "IOS"}, {"txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/2aFUSz4ppGb81YUrnS4zYE8L.png", "language": "chinese", "position": {"atoms": [{"position_id": 210, "txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/2aFUSz4ppGb81YUrnS4zYE8L.png", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[63]/img"}]}, "tags": ["img"], "label": "figure", "web_segment_id": 101, "global_sentence_id": 80, "edu_l1_label": "EDU_O"}, {"txt": "案例1：", "language": "chinese", "position": {"atoms": [{"position_id": 963, "txt": "案例1：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[64]/span/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 102, "global_sentence_id": 81, "edu_l1_label": "IOS"}, {"txt": "思念 “柿柿如意” 汤圆", "language": "chinese", "position": {"atoms": [{"position_id": 964, "txt": "思念 “柿柿如意” 汤圆", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[64]/span/strong/span"}]}, "tags": ["strong"], "label": "title3", "web_segment_id": 102, "global_sentence_id": 82, "edu_l1_label": "IOS"}, {"txt": "思念利用小红书洞察确定情绪趋势和产品卖点，针对人们对好运的追求和对传统文化的喜爱，推出了 “柿柿如意” 汤圆，将柿子的吉祥寓意与汤圆相结合。", "language": "chinese", "position": {"atoms": [{"position_id": 966, "txt": "思念利用小红书洞察确定情绪趋势和产品卖点，针对人们对好运的追求和对传统文化的喜爱，推出了 “柿柿如意” 汤圆，将柿子的吉祥寓意与汤圆相结合。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[65]/span"}]}, "tags": [], "label": "content", "web_segment_id": 103, "global_sentence_id": 83, "edu_l1_label": "IOS"}, {"txt": "推广方式：", "language": "chinese", "position": {"atoms": [{"position_id": 968, "txt": "推广方式：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[66]/span"}]}, "tags": [], "label": "content", "web_segment_id": 104, "global_sentence_id": 84, "edu_l1_label": "IOS"}, {"txt": "依靠小红书的内容平台进行推广，通过 “玄学内容” 出圈，将汤圆打造成为好运标配的概念。", "language": "chinese", "position": {"atoms": [{"position_id": 969, "txt": "依靠小红书的内容平台进行推广，通过 “玄学内容” 出圈，将汤圆打造成为好运标配的概念。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[66]/span"}]}, "tags": [], "label": "content", "web_segment_id": 104, "global_sentence_id": 85, "edu_l1_label": "IOS"}, {"txt": "同时在小红书上发布与 “柿柿如意” 汤圆相关的有趣、吸引人的内容，如汤圆的制作过程、食用场景、寓意解读等，并且也吸引很多用户UGC和KOC内容加持，从而把新品上市热度给推高。", "language": "chinese", "position": {"atoms": [{"position_id": 971, "txt": "同时在小红书上发布与 “柿柿如意” 汤圆相关的有趣、吸引人的内容，如汤圆的制作过程、食用场景、寓意解读等，并且也吸引很多用户UGC和KOC内容加持，从而把新品上市热度给推高。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[67]/span"}]}, "tags": [], "label": "content", "web_segment_id": 105, "global_sentence_id": 86, "edu_l1_label": "IOS"}, {"txt": "1个月全网卖出1亿包的成绩表明，基于人群需求和兴趣的产品开发和内容营销方式，是能够有效达成品销合一，试想一下如果没有品牌面上支持，就算落到私域转化上也难以获得高转化效果。", "language": "chinese", "position": {"atoms": [{"position_id": 973, "txt": "1个月全网卖出1亿包的成绩表明，基于人群需求和兴趣的产品开发和内容营销方式，是能够有效达成品销合一，试想一下如果没有品牌面上支持，就算落到私域转化上也难以获得高转化效果。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[68]/span"}]}, "tags": [], "label": "content", "web_segment_id": 106, "global_sentence_id": 87, "edu_l1_label": "IOS"}, {"txt": "案例2：", "language": "chinese", "position": {"atoms": [{"position_id": 975, "txt": "案例2：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[69]/span/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 107, "global_sentence_id": 88, "edu_l1_label": "IOS"}, {"txt": "Lululemon 羽绒服", "language": "chinese", "position": {"atoms": [{"position_id": 976, "txt": "Lululemon 羽绒服", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[69]/span/strong/span"}]}, "tags": ["strong"], "label": "title3", "web_segment_id": 107, "global_sentence_id": 89, "edu_l1_label": "IOS"}, {"txt": "Lululemon通过小红书搜索发现了用户对羽绒服的需求，从而拓展到羽绒服品类。", "language": "chinese", "position": {"atoms": [{"position_id": 978, "txt": "Lululemon通过小红书搜索发现了用户对羽绒服的需求，从而拓展到羽绒服品类。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[70]/span"}]}, "tags": [], "label": "content", "web_segment_id": 108, "global_sentence_id": 90, "edu_l1_label": "IOS"}, {"txt": "在产品研发上，可能会考虑到目标人群（如热爱运动、追求时尚的消费者）对羽绒服的功能、款式、颜色等方面的需求，打造出符合他们喜好的产品。", "language": "chinese", "position": {"atoms": [{"position_id": 979, "txt": "在产品研发上，可能会考虑到目标人群（如热爱运动、追求时尚的消费者）对羽绒服的功能、款式、颜色等方面的需求，打造出符合他们喜好的产品。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[70]/span"}]}, "tags": [], "label": "content", "web_segment_id": 108, "global_sentence_id": 91, "edu_l1_label": "IOS"}, {"txt": "在小红书上分享与 lululemon 羽绒服相关的穿搭、运动场景、产品优势等内容，展示羽绒服的时尚性、功能性和品质，吸引超级女孩们的关注和购买欲望，羽绒服人群渗透率+260%，成为羽绒服赛道Top10品牌成绩。", "language": "chinese", "position": {"atoms": [{"position_id": 981, "txt": "在小红书上分享与 lululemon 羽绒服相关的穿搭、运动场景、产品优势等内容，展示羽绒服的时尚性、功能性和品质，吸引超级女孩们的关注和购买欲望，羽绒服人群渗透率+260%，成为羽绒服赛道Top10品牌成绩。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[71]/span"}]}, "tags": [], "label": "content", "web_segment_id": 109, "global_sentence_id": 92, "edu_l1_label": "IOS"}, {"txt": "这两个案例，一个是情绪洞察到产品创新，一个是品类洞察到产品拓展，但离不开对人群需求下的内容加持，特别是人群战略，对内容输出能力极高，因为绕不过从兴趣到购买意愿的转化过程。", "language": "chinese", "position": {"atoms": [{"position_id": 983, "txt": "这两个案例，一个是情绪洞察到产品创新，一个是品类洞察到产品拓展，但离不开对人群需求下的内容加持，特别是人群战略，对内容输出能力极高，因为绕不过从兴趣到购买意愿的转化过程。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[72]/span"}]}, "tags": [], "label": "content", "web_segment_id": 110, "global_sentence_id": 93, "edu_l1_label": "IOS"}, {"txt": "3、品类为中心 vs 用户为中心", "language": "chinese", "position": {"atoms": [{"position_id": 985, "txt": "3、品类为中心 vs 用户为中心", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[73]/strong/span"}]}, "tags": ["strong"], "label": "title2", "web_segment_id": 111, "global_sentence_id": 94, "edu_l1_label": "IOS"}, {"txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/CInfd3hnKW54hsWHN2qklT8.png", "language": "chinese", "position": {"atoms": [{"position_id": 237, "txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/CInfd3hnKW54hsWHN2qklT8.png", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[74]/img"}]}, "tags": ["img"], "label": "figure", "web_segment_id": 112, "global_sentence_id": 95, "edu_l1_label": "EDU_O"}, {"txt": "但是不是有了人群战略，但品类战略就不能用呢？", "language": "chinese", "position": {"atoms": [{"position_id": 987, "txt": "但是不是有了人群战略，但品类战略就不能用呢？", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[75]/span"}]}, "tags": [], "label": "content", "web_segment_id": 113, "global_sentence_id": 96, "edu_l1_label": "IOS"}, {"txt": "我认为并不是，上图就对两者差异总结得很清楚。", "language": "chinese", "position": {"atoms": [{"position_id": 988, "txt": "我认为并不是，上图就对两者差异总结得很清楚。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[75]/span"}]}, "tags": [], "label": "content", "web_segment_id": 113, "global_sentence_id": 97, "edu_l1_label": "IOS"}, {"txt": "特别在推广维度上，我展开讲讲我的想法：", "language": "chinese", "position": {"atoms": [{"position_id": 990, "txt": "特别在推广维度上，我展开讲讲我的想法：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[76]/span"}]}, "tags": [], "label": "content", "web_segment_id": 114, "global_sentence_id": 98, "edu_l1_label": "IOS"}, {"txt": "1、以人群为中心的战略", "language": "chinese", "position": {"atoms": [{"position_id": 992, "txt": "1、以人群为中心的战略", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[77]/span/strong/span"}]}, "tags": ["strong"], "label": "title2", "web_segment_id": 115, "global_sentence_id": 99, "edu_l1_label": "IOS"}, {"txt": "注重创造与用户相关、能够引起用户情感共鸣的内容。", "language": "chinese", "position": {"atoms": [{"position_id": 994, "txt": "注重创造与用户相关、能够引起用户情感共鸣的内容。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[78]/span"}]}, "tags": [], "label": "content", "web_segment_id": 116, "global_sentence_id": 100, "edu_l1_label": "IOS"}, {"txt": "这些内容不仅仅是关于产品的功能和特点，更关注用户的需求、兴趣和生活方式，旨在与用户建立深层次的连接，让用户对品牌产生喜爱和认同感。", "language": "chinese", "position": {"atoms": [{"position_id": 995, "txt": "这些内容不仅仅是关于产品的功能和特点，更关注用户的需求、兴趣和生活方式，旨在与用户建立深层次的连接，让用户对品牌产生喜爱和认同感。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[78]/span"}]}, "tags": [], "label": "content", "web_segment_id": 116, "global_sentence_id": 101, "edu_l1_label": "IOS"}, {"txt": "在以人群为中心的战略中，产品是为人服务的，先确定了目标人群，再根据人群的特点和需求来开发产品和进行推广。", "language": "chinese", "position": {"atoms": [{"position_id": 997, "txt": "在以人群为中心的战略中，产品是为人服务的，先确定了目标人群，再根据人群的特点和需求来开发产品和进行推广。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[79]/span"}]}, "tags": [], "label": "content", "web_segment_id": 117, "global_sentence_id": 102, "edu_l1_label": "IOS"}, {"txt": "因此，通过满足用户的情感和心理需求，吸引用户主动前来购买产品。", "language": "chinese", "position": {"atoms": [{"position_id": 998, "txt": "因此，通过满足用户的情感和心理需求，吸引用户主动前来购买产品。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[79]/span"}]}, "tags": [], "label": "content", "web_segment_id": 117, "global_sentence_id": 103, "edu_l1_label": "IOS"}, {"txt": "例如，通过讲述用户的故事、展示用户的使用场景或者提供与用户兴趣相关的信息，来引发用户的共鸣和兴趣，从而让用户喜欢上品牌和产品。", "language": "chinese", "position": {"atoms": [{"position_id": 1000, "txt": "例如，通过讲述用户的故事、展示用户的使用场景或者提供与用户兴趣相关的信息，来引发用户的共鸣和兴趣，从而让用户喜欢上品牌和产品。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[80]/span"}]}, "tags": [], "label": "content", "web_segment_id": 118, "global_sentence_id": 104, "edu_l1_label": "IOS"}, {"txt": "对应这种特质的行业，更适合人群为中心的营销战略。", "language": "chinese", "position": {"atoms": [{"position_id": 1002, "txt": "对应这种特质的行业，更适合人群为中心的营销战略。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[81]/span"}]}, "tags": [], "label": "content", "web_segment_id": 119, "global_sentence_id": 105, "edu_l1_label": "IOS"}, {"txt": "1）时尚、美妆、运动等注重个性化和生活方式的行业。", "language": "chinese", "position": {"atoms": [{"position_id": 1004, "txt": "1）时尚、美妆、运动等注重个性化和生活方式的行业。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[82]/span/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 120, "global_sentence_id": 106, "edu_l1_label": "IOS"}, {"txt": "这些行业的消费者对于产品的选择往往受到个人兴趣、风格和价值观的影响较大，因此需要根据不同人群的特点进行精准的产品研发和推广。", "language": "chinese", "position": {"atoms": [{"position_id": 1006, "txt": "这些行业的消费者对于产品的选择往往受到个人兴趣、风格和价值观的影响较大，因此需要根据不同人群的特点进行精准的产品研发和推广。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[83]/span"}]}, "tags": [], "label": "content", "web_segment_id": 121, "global_sentence_id": 107, "edu_l1_label": "IOS"}, {"txt": "2）服务型行业，如旅游、餐饮、娱乐等。", "language": "chinese", "position": {"atoms": [{"position_id": 1008, "txt": "2）服务型行业，如旅游、餐饮、娱乐等。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[84]/span/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 122, "global_sentence_id": 108, "edu_l1_label": "IOS"}, {"txt": "这类行业的核心是提供满足消费者个性化需求的服务，因此需要以人群为中心，根据不同消费者的喜好和需求来提供定制化的服务。", "language": "chinese", "position": {"atoms": [{"position_id": 1010, "txt": "这类行业的核心是提供满足消费者个性化需求的服务，因此需要以人群为中心，根据不同消费者的喜好和需求来提供定制化的服务。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[85]/span"}]}, "tags": [], "label": "content", "web_segment_id": 123, "global_sentence_id": 109, "edu_l1_label": "IOS"}, {"txt": "2、以品类为中心的战略", "language": "chinese", "position": {"atoms": [{"position_id": 1012, "txt": "2、以品类为中心的战略", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[86]/span/strong/span"}]}, "tags": ["strong"], "label": "title2", "web_segment_id": 124, "global_sentence_id": 110, "edu_l1_label": "IOS"}, {"txt": "主要集中在清晰地传达产品的卖点和优势上。", "language": "chinese", "position": {"atoms": [{"position_id": 1014, "txt": "主要集中在清晰地传达产品的卖点和优势上。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[87]/span"}]}, "tags": [], "label": "content", "web_segment_id": 125, "global_sentence_id": 111, "edu_l1_label": "IOS"}, {"txt": "通过广告宣传产品的功能、质量、性价比等特点，以吸引消费者的注意并促使他们购买。", "language": "chinese", "position": {"atoms": [{"position_id": 1015, "txt": "通过广告宣传产品的功能、质量、性价比等特点，以吸引消费者的注意并促使他们购买。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[87]/span"}]}, "tags": [], "label": "content", "web_segment_id": 125, "global_sentence_id": 112, "edu_l1_label": "IOS"}, {"txt": "这种战略先确定产品，然后再寻找合适的销售渠道和目标市场。", "language": "chinese", "position": {"atoms": [{"position_id": 1017, "txt": "这种战略先确定产品，然后再寻找合适的销售渠道和目标市场。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[88]/span"}]}, "tags": [], "label": "content", "web_segment_id": 126, "global_sentence_id": 113, "edu_l1_label": "IOS"}, {"txt": "推广的重点是让消费者直观地了解产品的特点和价值，以便在众多同类产品中脱颖而出。", "language": "chinese", "position": {"atoms": [{"position_id": 1018, "txt": "推广的重点是让消费者直观地了解产品的特点和价值，以便在众多同类产品中脱颖而出。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[88]/span"}]}, "tags": [], "label": "content", "web_segment_id": 126, "global_sentence_id": 114, "edu_l1_label": "IOS"}, {"txt": "广告的目的是得够直接，展示产品的优势，让消费者认识到产品能够满足他们的需求，从而转化销售。", "language": "chinese", "position": {"atoms": [{"position_id": 1019, "txt": "广告的目的是得够直接，展示产品的优势，让消费者认识到产品能够满足他们的需求，从而转化销售。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[88]/span"}]}, "tags": [], "label": "content", "web_segment_id": 126, "global_sentence_id": 115, "edu_l1_label": "IOS"}, {"txt": "下面这几类行业就非常适合品类为中心的营销策略。", "language": "chinese", "position": {"atoms": [{"position_id": 1021, "txt": "下面这几类行业就非常适合品类为中心的营销策略。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[89]/span"}]}, "tags": [], "label": "content", "web_segment_id": 127, "global_sentence_id": 116, "edu_l1_label": "IOS"}, {"txt": "1）日用品、食品等功能性较强的行业。", "language": "chinese", "position": {"atoms": [{"position_id": 1023, "txt": "1）日用品、食品等功能性较强的行业。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[90]/span/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 128, "global_sentence_id": 117, "edu_l1_label": "IOS"}, {"txt": "产品同质化程度较高，消费者在购买时更注重产品的功能和性价比，因此可以通过强调产品的特点和优势来吸引消费者。", "language": "chinese", "position": {"atoms": [{"position_id": 1025, "txt": "产品同质化程度较高，消费者在购买时更注重产品的功能和性价比，因此可以通过强调产品的特点和优势来吸引消费者。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[91]/span"}]}, "tags": [], "label": "content", "web_segment_id": 129, "global_sentence_id": 118, "edu_l1_label": "IOS"}, {"txt": "2）标准化程度较高的行业，如电子产品、家电等。", "language": "chinese", "position": {"atoms": [{"position_id": 1027, "txt": "2）标准化程度较高的行业，如电子产品、家电等。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[92]/span/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 130, "global_sentence_id": 119, "edu_l1_label": "IOS"}, {"txt": "这些行业的产品在功能、规格等方面比较容易标准化，消费者在购买时更注重产品的性能和质量，因此可以通过广告宣传产品的卖点来吸引消费者。", "language": "chinese", "position": {"atoms": [{"position_id": 1029, "txt": "这些行业的产品在功能、规格等方面比较容易标准化，消费者在购买时更注重产品的性能和质量，因此可以通过广告宣传产品的卖点来吸引消费者。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[93]/span"}]}, "tags": [], "label": "content", "web_segment_id": 131, "global_sentence_id": 120, "edu_l1_label": "IOS"}, {"txt": "但我认为需要注意的是，这两种营销战略并不是完全相互排斥，也没有说一定是A对B错，“广告”在效率优势是远大于单纯“内容”获取自然流，结合使用找出最优的组合搭配才是必要的。", "language": "chinese", "position": {"atoms": [{"position_id": 1031, "txt": "但我认为需要注意的是，这两种营销战略并不是完全相互排斥，也没有说一定是A对B错，“广告”在效率优势是远大于单纯“内容”获取自然流，结合使用找出最优的组合搭配才是必要的。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[94]/span"}]}, "tags": [], "label": "content", "web_segment_id": 132, "global_sentence_id": 121, "edu_l1_label": "IOS"}, {"txt": "03 小红书，该怎么用好？", "language": "chinese", "position": {"atoms": [{"position_id": 1033, "txt": "03 小红书，该怎么用好？", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[95]/span[1]/strong"}]}, "tags": ["strong"], "label": "title1", "web_segment_id": 133, "global_sentence_id": 122, "edu_l1_label": "BOS"}, {"txt": "我发现刀法嘉宾分享的内容，60%以上的内容都在讲小红书怎么玩，不知道是否和刀法聚焦新消费等国内头部品牌营销分享有关，小红书确实是一个比较好去做高净值人群的平台。", "language": "chinese", "position": {"atoms": [{"position_id": 1035, "txt": "我发现刀法嘉宾分享的内容，60%以上的内容都在讲小红书怎么玩，不知道是否和刀法聚焦新消费等国内头部品牌营销分享有关，小红书确实是一个比较好去做高净值人群的平台。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[96]/span"}]}, "tags": [], "label": "content", "web_segment_id": 134, "global_sentence_id": 123, "edu_l1_label": "IOS"}, {"txt": "但有个问题是，除了刀法的分享，包括我看到很多市面分享更多是讲小红书内的自然流和付费流的玩法，其实还不够全面的点在于，从小红书公域到小红书私域或者微信私域的打法分享，目前市面是少之又少，反而在我这类做一线实战陪跑的从业者才会看到类似的观点。", "language": "chinese", "position": {"atoms": [{"position_id": 1037, "txt": "但有个问题是，除了刀法的分享，包括我看到很多市面分享更多是讲小红书内的自然流和付费流的玩法，其实还不够全面的点在于，从小红书公域到小红书私域或者微信私域的打法分享，目前市面是少之又少，反而在我这类做一线实战陪跑的从业者才会看到类似的观点。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[97]/span"}]}, "tags": [], "label": "content", "web_segment_id": 135, "global_sentence_id": 124, "edu_l1_label": "IOS"}, {"txt": "但可能从侧面反映一点，目前大多商家痛点是在小红书公域完全玩不明白。", "language": "chinese", "position": {"atoms": [{"position_id": 1039, "txt": "但可能从侧面反映一点，目前大多商家痛点是在小红书公域完全玩不明白。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[98]/span"}]}, "tags": [], "label": "content", "web_segment_id": 136, "global_sentence_id": 125, "edu_l1_label": "IOS"}, {"txt": "所以，小红书私域和跨平台私域运营才是下一阶段再考虑的课题。", "language": "chinese", "position": {"atoms": [{"position_id": 1040, "txt": "所以，小红书私域和跨平台私域运营才是下一阶段再考虑的课题。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[98]/span"}]}, "tags": [], "label": "content", "web_segment_id": 136, "global_sentence_id": 126, "edu_l1_label": "IOS"}, {"txt": "1、用好小红书，是大大的痛点", "language": "chinese", "position": {"atoms": [{"position_id": 1042, "txt": "1、用好小红书，是大大的痛点", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[99]/span/strong"}]}, "tags": ["strong"], "label": "title2", "web_segment_id": 137, "global_sentence_id": 127, "edu_l1_label": "IOS"}, {"txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/2jl2ON3t6YGYbaoeq4lS5sv.png", "language": "chinese", "position": {"atoms": [{"position_id": 305, "txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/2jl2ON3t6YGYbaoeq4lS5sv.png", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[100]/img"}]}, "tags": ["img"], "label": "figure", "web_segment_id": 138, "global_sentence_id": 128, "edu_l1_label": "EDU_O"}, {"txt": "特别小红书运营的行业痛点上，这些问题反而是品牌商家最关心的：", "language": "chinese", "position": {"atoms": [{"position_id": 1044, "txt": "特别小红书运营的行业痛点上，这些问题反而是品牌商家最关心的：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[101]/span"}]}, "tags": [], "label": "content", "web_segment_id": 139, "global_sentence_id": 129, "edu_l1_label": "IOS"}, {"txt": "-新品成功率低，小红书上能成功在营销上站稳阵脚的仅有3.7%，且留给新品证明自己的时间只有 3 - 6 个月；", "language": "chinese", "position": {"atoms": [{"position_id": 1046, "txt": "-新品成功率低，小红书上能成功在营销上站稳阵脚的仅有3.7%，且留给新品证明自己的时间只有 3 - 6 个月；", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[102]/span"}]}, "tags": [], "label": "content", "web_segment_id": 140, "global_sentence_id": 130, "edu_l1_label": "IOS"}, {"txt": "-产品进入衰退期后，需要努力维持，企业面临放弃或抢救的抉择；", "language": "chinese", "position": {"atoms": [{"position_id": 1048, "txt": "-产品进入衰退期后，需要努力维持，企业面临放弃或抢救的抉择；", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[103]/span"}]}, "tags": [], "label": "content", "web_segment_id": 141, "global_sentence_id": 131, "edu_l1_label": "IOS"}, {"txt": "-曾经的明星产品也需要不断创新和维护。", "language": "chinese", "position": {"atoms": [{"position_id": 1050, "txt": "-曾经的明星产品也需要不断创新和维护。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[104]/span"}]}, "tags": [], "label": "content", "web_segment_id": 142, "global_sentence_id": 132, "edu_l1_label": "IOS"}, {"txt": "-如何投放给对的目标用户、投放后效果不好如何解决以及监测哪些指标才有效等问题也亟待解决。", "language": "chinese", "position": {"atoms": [{"position_id": 1052, "txt": "-如何投放给对的目标用户、投放后效果不好如何解决以及监测哪些指标才有效等问题也亟待解决。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[105]/span"}]}, "tags": [], "label": "content", "web_segment_id": 143, "global_sentence_id": 133, "edu_l1_label": "IOS"}, {"txt": "这分享者总结了一套ODAR的小红书运营方法论，帮助大家系统定位小红书公域投放的打法。", "language": "chinese", "position": {"atoms": [{"position_id": 1054, "txt": "这分享者总结了一套ODAR的小红书运营方法论，帮助大家系统定位小红书公域投放的打法。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[106]/span"}]}, "tags": [], "label": "content", "web_segment_id": 144, "global_sentence_id": 134, "edu_l1_label": "IOS"}, {"txt": "2、ODAR运营地图", "language": "chinese", "position": {"atoms": [{"position_id": 1056, "txt": "2、ODAR运营地图", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[107]/span/strong"}]}, "tags": ["strong"], "label": "title2", "web_segment_id": 145, "global_sentence_id": 135, "edu_l1_label": "IOS"}, {"txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/UdcNx2fVujp3D88gy1473mx.png", "language": "chinese", "position": {"atoms": [{"position_id": 322, "txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/UdcNx2fVujp3D88gy1473mx.png", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[108]/img"}]}, "tags": ["img"], "label": "figure", "web_segment_id": 146, "global_sentence_id": 136, "edu_l1_label": "EDU_O"}, {"txt": "是一种以结果为导向，通过洞察、诊断、资源配置和监测来优化运营效果的方法，一共分为四个阶段：", "language": "chinese", "position": {"atoms": [{"position_id": 1058, "txt": "是一种以结果为导向，通过洞察、诊断、资源配置和监测来优化运营效果的方法，一共分为四个阶段：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[109]/span"}]}, "tags": [], "label": "content", "web_segment_id": 147, "global_sentence_id": 137, "edu_l1_label": "IOS"}, {"txt": "Observe（洞察阶段）、Diagnose（诊断阶段）、Allocate（资源配置）、Result（结果导向）", "language": "chinese", "position": {"atoms": [{"position_id": 1060, "txt": "Observe（洞察阶段）、Diagnose（诊断阶段）、Allocate（资源配置）、Result（结果导向）", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[110]/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 148, "global_sentence_id": 138, "edu_l1_label": "IOS"}, {"txt": "前面定性阶段，不作解释，后面两个定量和实操动作，有有三个关键词，我认为有必要给大家划重点：", "language": "chinese", "position": {"atoms": [{"position_id": 1062, "txt": "前面定性阶段，不作解释，后面两个定量和实操动作，有有三个关键词，我认为有必要给大家划重点：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[111]/span"}]}, "tags": [], "label": "content", "web_segment_id": 149, "global_sentence_id": 139, "edu_l1_label": "IOS"}, {"txt": "1）KFS", "language": "chinese", "position": {"atoms": [{"position_id": 1064, "txt": "1）KFS", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[112]/span/strong/span"}]}, "tags": ["strong"], "label": "title3", "web_segment_id": 150, "global_sentence_id": 140, "edu_l1_label": "IOS"}, {"txt": "小红书 KFS （KOL、Feeds、Search），即小红书付费投放的核心理论，卡垂类人群关注的账号+笔记赛马投放加持+卡长尾搜索词占位，我相信有做小红书运营的朋友是非常熟悉的。", "language": "chinese", "position": {"atoms": [{"position_id": 1066, "txt": "小红书 KFS （KOL、Feeds、Search），即小红书付费投放的核心理论，卡垂类人群关注的账号+笔记赛马投放加持+卡长尾搜索词占位，我相信有做小红书运营的朋友是非常熟悉的。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[113]/span"}]}, "tags": [], "label": "content", "web_segment_id": 151, "global_sentence_id": 141, "edu_l1_label": "IOS"}, {"txt": "这也是官方鼓励的水上打法，而对于我们做私域运营来说，付费流能带来稳定流量，但同时线索成本就高，那么在水下有大量对抗平台的玩法，矩阵和兼职等方式进行线索获取。", "language": "chinese", "position": {"atoms": [{"position_id": 1068, "txt": "这也是官方鼓励的水上打法，而对于我们做私域运营来说，付费流能带来稳定流量，但同时线索成本就高，那么在水下有大量对抗平台的玩法，矩阵和兼职等方式进行线索获取。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[114]/span"}]}, "tags": [], "label": "content", "web_segment_id": 152, "global_sentence_id": 142, "edu_l1_label": "IOS"}, {"txt": "对于商家来说，获客的路子除了看官方打法，野生思路也是值得借鉴及参考。", "language": "chinese", "position": {"atoms": [{"position_id": 1069, "txt": "对于商家来说，获客的路子除了看官方打法，野生思路也是值得借鉴及参考。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[114]/span"}]}, "tags": [], "label": "content", "web_segment_id": 152, "global_sentence_id": 143, "edu_l1_label": "IOS"}, {"txt": "2）“人群资产规模”和“人群渗透率”", "language": "chinese", "position": {"atoms": [{"position_id": 1071, "txt": "2）“人群资产规模”和“人群渗透率”", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[115]/span/strong/span"}]}, "tags": ["strong"], "label": "title3", "web_segment_id": 153, "global_sentence_id": 144, "edu_l1_label": "IOS"}, {"txt": "以笔记和算法为王的平台上，为什么要注重人群资产规模和人群渗透率呢？", "language": "chinese", "position": {"atoms": [{"position_id": 1073, "txt": "以笔记和算法为王的平台上，为什么要注重人群资产规模和人群渗透率呢？", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[116]/span"}]}, "tags": [], "label": "content", "web_segment_id": 154, "global_sentence_id": 145, "edu_l1_label": "IOS"}, {"txt": "核心就是为投放决策提供参考意见。", "language": "chinese", "position": {"atoms": [{"position_id": 1074, "txt": "核心就是为投放决策提供参考意见。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[116]/span"}]}, "tags": [], "label": "content", "web_segment_id": 154, "global_sentence_id": 146, "edu_l1_label": "IOS"}, {"txt": "① 人群资产规模：", "language": "chinese", "position": {"atoms": [{"position_id": 1076, "txt": "① 人群资产规模：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[117]/span[1]/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 155, "global_sentence_id": 147, "edu_l1_label": "IOS"}, {"txt": "与品牌账号发生关联，不仅是关注粉丝，还有笔记互动用户、私聊群聊用户、购买用户。", "language": "chinese", "position": {"atoms": [{"position_id": 1078, "txt": "与品牌账号发生关联，不仅是关注粉丝，还有笔记互动用户、私聊群聊用户、购买用户。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[117]/span[2]"}]}, "tags": [], "label": "content", "web_segment_id": 155, "global_sentence_id": 148, "edu_l1_label": "IOS"}, {"txt": "假设某美妆品牌在小红书上进行推广，目标是计算其在特定时间段内的人群资产规模：", "language": "chinese", "position": {"atoms": [{"position_id": 1080, "txt": "假设某美妆品牌在小红书上进行推广，目标是计算其在特定时间段内的人群资产规模：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[118]/span"}]}, "tags": [], "label": "content", "web_segment_id": 156, "global_sentence_id": 149, "edu_l1_label": "IOS"}, {"txt": "首先，确定关注该美妆品牌的用户群体。", "language": "chinese", "position": {"atoms": [{"position_id": 1082, "txt": "首先，确定关注该美妆品牌的用户群体。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[119]/span"}]}, "tags": [], "label": "content", "web_segment_id": 157, "global_sentence_id": 150, "edu_l1_label": "IOS"}, {"txt": "这些用户可能包括品牌的粉丝、关注者、以及与品牌相关内容进行过互动（如点赞、评论、分享）的用户。", "language": "chinese", "position": {"atoms": [{"position_id": 1083, "txt": "这些用户可能包括品牌的粉丝、关注者、以及与品牌相关内容进行过互动（如点赞、评论、分享）的用户。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[119]/span"}]}, "tags": [], "label": "content", "web_segment_id": 157, "global_sentence_id": 151, "edu_l1_label": "IOS"}, {"txt": "假设在该时间段内，品牌的粉丝数量为10,000人，与品牌相关内容进行过互动的用户数量为5,000人。", "language": "chinese", "position": {"atoms": [{"position_id": 1085, "txt": "假设在该时间段内，品牌的粉丝数量为10,000人，与品牌相关内容进行过互动的用户数量为5,000人。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[120]/span"}]}, "tags": [], "label": "content", "web_segment_id": 158, "global_sentence_id": 152, "edu_l1_label": "IOS"}, {"txt": "考虑用户的质量因素，例如粉丝的活跃度。", "language": "chinese", "position": {"atoms": [{"position_id": 1087, "txt": "考虑用户的质量因素，例如粉丝的活跃度。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[121]/span"}]}, "tags": [], "label": "content", "web_segment_id": 159, "global_sentence_id": 153, "edu_l1_label": "IOS"}, {"txt": "假设通过分析发现，有3,000名粉丝在该时间段内经常与品牌互动（如多次点赞、评论或购买品牌产品），而其他粉丝相对较不活跃。", "language": "chinese", "position": {"atoms": [{"position_id": 1088, "txt": "假设通过分析发现，有3,000名粉丝在该时间段内经常与品牌互动（如多次点赞、评论或购买品牌产品），而其他粉丝相对较不活跃。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[121]/span"}]}, "tags": [], "label": "content", "web_segment_id": 159, "global_sentence_id": 154, "edu_l1_label": "IOS"}, {"txt": "该美妆品牌的人群资产规模可以计算为：", "language": "chinese", "position": {"atoms": [{"position_id": 1090, "txt": "该美妆品牌的人群资产规模可以计算为：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[122]/span"}]}, "tags": [], "label": "content", "web_segment_id": 160, "global_sentence_id": 155, "edu_l1_label": "IOS"}, {"txt": "10,000（粉丝数量）+5,000（互动用户数量）+3,000（活跃粉丝数量）=18,000人。", "language": "chinese", "position": {"atoms": [{"position_id": 1091, "txt": "10,000（粉丝数量）+5,000（互动用户数量）+3,000（活跃粉丝数量）=18,000人。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[122]/span"}]}, "tags": [], "label": "content", "web_segment_id": 160, "global_sentence_id": 156, "edu_l1_label": "IOS"}, {"txt": "② 人群渗透率：", "language": "chinese", "position": {"atoms": [{"position_id": 1093, "txt": "② 人群渗透率：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[123]/span[1]/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 161, "global_sentence_id": 157, "edu_l1_label": "IOS"}, {"txt": "即上述接触品牌的用户数量占目标人群总数量的比例。", "language": "chinese", "position": {"atoms": [{"position_id": 1095, "txt": "即上述接触品牌的用户数量占目标人群总数量的比例。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[123]/span[2]"}]}, "tags": [], "label": "content", "web_segment_id": 161, "global_sentence_id": 158, "edu_l1_label": "IOS"}, {"txt": "继续延续上面的美妆品牌案例，计算人群渗透率：", "language": "chinese", "position": {"atoms": [{"position_id": 1097, "txt": "继续延续上面的美妆品牌案例，计算人群渗透率：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[124]/span"}]}, "tags": [], "label": "content", "web_segment_id": 162, "global_sentence_id": 159, "edu_l1_label": "IOS"}, {"txt": "确定目标人群的范围。", "language": "chinese", "position": {"atoms": [{"position_id": 1099, "txt": "确定目标人群的范围。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[125]/span"}]}, "tags": [], "label": "content", "web_segment_id": 163, "global_sentence_id": 160, "edu_l1_label": "IOS"}, {"txt": "假设该美妆品牌的目标人群是年龄在 20-35 岁之间，对美妆感兴趣的女性用户。", "language": "chinese", "position": {"atoms": [{"position_id": 1100, "txt": "假设该美妆品牌的目标人群是年龄在 20-35 岁之间，对美妆感兴趣的女性用户。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[125]/span"}]}, "tags": [], "label": "content", "web_segment_id": 163, "global_sentence_id": 161, "edu_l1_label": "IOS"}, {"txt": "通过小红书的数据分析工具，统计在这个目标人群中，对该美妆品牌或相关内容有过接触、关注或互动的用户数量。", "language": "chinese", "position": {"atoms": [{"position_id": 1102, "txt": 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"关注市场趋势数据，发现睡眠行业的搜索量是枕头行业的 5 倍 +，深睡枕近 6 个月搜索同比增长 146 倍，智能床近 6 个月搜索同比增长 2.82 倍，以及 “助眠” 相关话题有 11.3 亿浏览，认为自己有睡眠问题的人群占 54.1%。", "language": "chinese", "position": {"atoms": [{"position_id": 1146, "txt": "关注市场趋势数据，发现睡眠行业的搜索量是枕头行业的 5 倍 +，深睡枕近 6 个月搜索同比增长 146 倍，智能床近 6 个月搜索同比增长 2.82 倍，以及 “助眠” 相关话题有 11.3 亿浏览，认为自己有睡眠问题的人群占 54.1%。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[145]/span"}]}, "tags": [], "label": "content", "web_segment_id": 183, "global_sentence_id": 191, "edu_l1_label": "IOS"}, {"txt": "基于这些数据洞察，亚朵星球意识到深睡场景具有巨大的市场潜力和用户需求，从而决定将重点从传统家纺品类转向深睡场景，以满足消费者对于改善睡眠质量的需求。", "language": "chinese", "position": {"atoms": [{"position_id": 1148, "txt": "基于这些数据洞察，亚朵星球意识到深睡场景具有巨大的市场潜力和用户需求，从而决定将重点从传统家纺品类转向深睡场景，以满足消费者对于改善睡眠质量的需求。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[146]/span"}]}, "tags": [], "label": "content", "web_segment_id": 184, "global_sentence_id": 192, "edu_l1_label": "IOS"}, {"txt": "第二步，建立人群渗透模型", "language": "chinese", "position": {"atoms": 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"txt": "② 运用社区 UGC 内容", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[150]/span/strong/span"}]}, "tags": ["strong"], "label": "title4", "web_segment_id": 188, "global_sentence_id": 196, "edu_l1_label": "IOS"}, {"txt": "挖掘社区用户生成内容（UGC），了解用户在睡眠方面的真实需求和痛点，以此为依据进一步定位不同社会角色的需求。", "language": "chinese", "position": {"atoms": [{"position_id": 1158, "txt": "挖掘社区用户生成内容（UGC），了解用户在睡眠方面的真实需求和痛点，以此为依据进一步定位不同社会角色的需求。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[151]/span"}]}, "tags": [], "label": "content", "web_segment_id": 189, "global_sentence_id": 197, "edu_l1_label": "IOS"}, {"txt": "③ 针对性创造内容沟通形式", "language": "chinese", "position": {"atoms": [{"position_id": 1160, "txt": "③ 针对性创造内容沟通形式", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[152]/span/strong/span"}]}, "tags": ["strong"], "label": "title4", "web_segment_id": 190, "global_sentence_id": 198, "edu_l1_label": "IOS"}, {"txt": "根据不同人群的需求和痛点，针对性地创造与深睡场景相关的内容沟通形式，以吸引目标人群的关注。", "language": "chinese", "position": {"atoms": [{"position_id": 1162, "txt": "根据不同人群的需求和痛点，针对性地创造与深睡场景相关的内容沟通形式，以吸引目标人群的关注。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[153]/span"}]}, "tags": [], "label": "content", "web_segment_id": 191, "global_sentence_id": 199, "edu_l1_label": "IOS"}, {"txt": "④ 通过聚光定向和灵犀特色人群圈选精准运营人群包", "language": "chinese", "position": {"atoms": [{"position_id": 1164, "txt": "④ 通过聚光定向和灵犀特色人群圈选精准运营人群包", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[154]/span/strong/span"}]}, "tags": ["strong"], "label": "title4", "web_segment_id": 192, "global_sentence_id": 200, "edu_l1_label": "IOS"}, {"txt": "借助小红书聚光平台的定向功能和灵犀特色人群，精准圈选与深睡场景相关的人群，比如亚朵酒店人群、潜在换枕人群、精致中产、枕头兴趣人群、【睡眠问题】人群、核心人群、备婚人群、家居家装 / 新房人群、送礼人群、职场高压易失眠人群、母婴人群、EMO 情感人群、泛人群等，并将这些人群划分为不同数量级别。", "language": "chinese", "position": {"atoms": [{"position_id": 1166, "txt": "借助小红书聚光平台的定向功能和灵犀特色人群，精准圈选与深睡场景相关的人群，比如亚朵酒店人群、潜在换枕人群、精致中产、枕头兴趣人群、【睡眠问题】人群、核心人群、备婚人群、家居家装 / 新房人群、送礼人群、职场高压易失眠人群、母婴人群、EMO 情感人群、泛人群等，并将这些人群划分为不同数量级别。", 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"并针对性创造内容沟通形式，根据不同人群的需求和痛点，制作与之相关的内容，以吸引目标人群的关注。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[160]/span"}]}, "tags": [], "label": "content", "web_segment_id": 198, "global_sentence_id": 210, "edu_l1_label": "IOS"}, {"txt": "③ 圈：", "language": "chinese", "position": {"atoms": [{"position_id": 1182, "txt": "③ 圈：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[161]/span"}]}, "tags": [], "label": "content", "web_segment_id": 199, "global_sentence_id": 211, "edu_l1_label": "IOS"}, {"txt": "定义细分人群，将目标人群进一步细分，以便更精准地进行营销。", "language": "chinese", "position": {"atoms": [{"position_id": 1183, "txt": "定义细分人群，将目标人群进一步细分，以便更精准地进行营销。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[161]/span"}]}, "tags": [], "label": "content", "web_segment_id": 199, "global_sentence_id": 212, "edu_l1_label": "IOS"}, {"txt": "运用社区 UGC 内容和灵犀人群资产，通过聚光定向和灵犀特色人群，圈选精准运营人群包，确保营销活动能够精准触达目标用户。", "language": "chinese", "position": {"atoms": [{"position_id": 1184, "txt": "运用社区 UGC 内容和灵犀人群资产，通过聚光定向和灵犀特色人群，圈选精准运营人群包，确保营销活动能够精准触达目标用户。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[161]/span"}]}, "tags": [], "label": "content", "web_segment_id": 199, "global_sentence_id": 213, "edu_l1_label": "IOS"}, {"txt": "④ 提：", "language": "chinese", "position": {"atoms": [{"position_id": 1186, "txt": "④ 提：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[162]/span"}]}, "tags": [], "label": "content", "web_segment_id": 200, "global_sentence_id": 214, "edu_l1_label": "IOS"}, {"txt": "运用小红星实时监测外溢效率，及时了解品牌内容在市场中的传播效果和影响力。", "language": "chinese", "position": {"atoms": [{"position_id": 1187, "txt": "运用小红星实时监测外溢效率，及时了解品牌内容在市场中的传播效果和影响力。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[162]/span"}]}, "tags": [], "label": "content", "web_segment_id": 200, "global_sentence_id": 215, "edu_l1_label": "IOS"}, {"txt": "根据监测结果优化内容，使其更符合用户需求和市场趋势，同时优化人群渗透模型，提高营销效果和市场份额。", "language": "chinese", "position": {"atoms": [{"position_id": 1188, "txt": "根据监测结果优化内容，使其更符合用户需求和市场趋势，同时优化人群渗透模型，提高营销效果和市场份额。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[162]/span"}]}, "tags": [], "label": "content", "web_segment_id": 200, "global_sentence_id": 216, "edu_l1_label": "IOS"}, {"txt": "我梳理这两个案例所隐藏的思考要点，其实很多方法也是适用“在私域中如何把新品打爆”的策略思考中，区别在于投放工具不同和人群包更聚焦，其他内容策略上是一致的。", "language": "chinese", "position": {"atoms": [{"position_id": 1190, "txt": "我梳理这两个案例所隐藏的思考要点，其实很多方法也是适用“在私域中如何把新品打爆”的策略思考中，区别在于投放工具不同和人群包更聚焦，其他内容策略上是一致的。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[163]/span"}]}, "tags": [], "label": "content", "web_segment_id": 201, "global_sentence_id": 217, "edu_l1_label": "IOS"}, {"txt": "3、CCTC投放增长模型", "language": "chinese", "position": {"atoms": [{"position_id": 1192, "txt": "3、CCTC投放增长模型", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[164]/span/strong/span"}]}, "tags": ["strong"], "label": "title2", "web_segment_id": 202, "global_sentence_id": 218, "edu_l1_label": "IOS"}, {"txt": "下面的这个CCTC的投放增长模型已经非常清晰，更是全域运营的模型，我试图对这模型进行梳理，场景-内容-人群-货品-私域的全域增长模型要点：", "language": "chinese", "position": {"atoms": [{"position_id": 1194, "txt": "下面的这个CCTC的投放增长模型已经非常清晰，更是全域运营的模型，我试图对这模型进行梳理，场景-内容-人群-货品-私域的全域增长模型要点：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[165]/span"}]}, "tags": [], "label": "content", "web_segment_id": 203, "global_sentence_id": 219, "edu_l1_label": "IOS"}, {"txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/4cBkA841wWY84w6Mki4lUwER.png", "language": "chinese", "position": {"atoms": [{"position_id": 476, "txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/4cBkA841wWY84w6Mki4lUwER.png", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[166]/img"}]}, "tags": ["img"], "label": "figure", "web_segment_id": 204, "global_sentence_id": 220, "edu_l1_label": "EDU_O"}, {"txt": "第一，小红书为什么要注意流量外溢的运营逻辑？", "language": "chinese", "position": {"atoms": [{"position_id": 1196, "txt": "第一，小红书为什么要注意流量外溢的运营逻辑？", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[167]/span/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 205, "global_sentence_id": 221, "edu_l1_label": "IOS"}, {"txt": "通过小红书的内容场发布优质内容，吸引用户关注和兴趣，在流量场进行精准投放，将内容推送给目标人群，人群场的精准定向确保了触达的用户与品牌目标相符，货架场提供有吸引力的商品，促使用户产生购买意愿。", "language": "chinese", "position": {"atoms": [{"position_id": 1198, "txt": "通过小红书的内容场发布优质内容，吸引用户关注和兴趣，在流量场进行精准投放，将内容推送给目标人群，人群场的精准定向确保了触达的用户与品牌目标相符，货架场提供有吸引力的商品，促使用户产生购买意愿。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[168]/span"}]}, "tags": [], "label": "content", "web_segment_id": 206, "global_sentence_id": 222, "edu_l1_label": "IOS"}, {"txt": "当用户在小红书上被种草后，可能会前往其他平台或渠道进行购买，从而实现外溢成交，所以我们也注意到近期小红书也在开放搜索广告，可以通过私聊方式直接外跳添加企微私域的能力。", "language": "chinese", "position": {"atoms": [{"position_id": 1200, "txt": "当用户在小红书上被种草后，可能会前往其他平台或渠道进行购买，从而实现外溢成交，所以我们也注意到近期小红书也在开放搜索广告，可以通过私聊方式直接外跳添加企微私域的能力。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[169]/span"}]}, "tags": [], "label": "content", "web_segment_id": 207, "global_sentence_id": 223, "edu_l1_label": "IOS"}, {"txt": "包括之前也有看到内测小红书投放跳转淘宝商品页能力，这无疑释放出信号，小红书种草，站外成交的逻辑是走得通。", "language": "chinese", "position": {"atoms": [{"position_id": 1201, "txt": "包括之前也有看到内测小红书投放跳转淘宝商品页能力，这无疑释放出信号，小红书种草，站外成交的逻辑是走得通。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[169]/span"}]}, "tags": [], "label": "content", "web_segment_id": 207, "global_sentence_id": 224, "edu_l1_label": "IOS"}, {"txt": "这里需要得把公域货架电商体系和私域电商体系得完善，承接搜索流量。", "language": "chinese", "position": {"atoms": [{"position_id": 1203, "txt": "这里需要得把公域货架电商体系和私域电商体系得完善，承接搜索流量。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[170]/span"}]}, "tags": [], "label": "content", "web_segment_id": 208, "global_sentence_id": 225, "edu_l1_label": "IOS"}, {"txt": "第二，在 CCTC 投放模型下，为什么不能忽视私域场建设？", "language": "chinese", "position": {"atoms": [{"position_id": 1205, "txt": "第二，在 CCTC 投放模型下，为什么不能忽视私域场建设？", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[171]/span/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 209, "global_sentence_id": 226, "edu_l1_label": "IOS"}, {"txt": "私域场注重用户资产规模和人群复投能力的建设，通过与用户建立紧密的联系，提供个性化的服务和体验，能够提高用户的忠诚度，促使用户多次购买。", "language": "chinese", "position": {"atoms": [{"position_id": 1207, "txt": "私域场注重用户资产规模和人群复投能力的建设，通过与用户建立紧密的联系，提供个性化的服务和体验，能够提高用户的忠诚度，促使用户多次购买。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[172]/span"}]}, "tags": [], "label": "content", "web_segment_id": 210, "global_sentence_id": 227, "edu_l1_label": "IOS"}, {"txt": "还能为后续人群包投放提供私域人群画像，反哺公域投放精准性。", "language": "chinese", "position": {"atoms": [{"position_id": 1208, "txt": "还能为后续人群包投放提供私域人群画像，反哺公域投放精准性。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[172]/span"}]}, "tags": [], "label": "content", "web_segment_id": 210, "global_sentence_id": 228, "edu_l1_label": "IOS"}, {"txt": "人群复投能力则反映了用户对品牌的忠诚度和价值贡献，这些数据对于评估品牌的长期发展潜力至关重要。", "language": "chinese", "position": {"atoms": [{"position_id": 1210, "txt": "人群复投能力则反映了用户对品牌的忠诚度和价值贡献，这些数据对于评估品牌的长期发展潜力至关重要。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[173]/span"}]}, "tags": [], "label": "content", "web_segment_id": 211, "global_sentence_id": 229, "edu_l1_label": "IOS"}, {"txt": "测试、筛选、定位和放量四个步骤来优化广告效果：", "language": "chinese", "position": {"atoms": [{"position_id": 1212, "txt": "测试、筛选、定位和放量四个步骤来优化广告效果：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[174]/span"}]}, "tags": [], "label": "content", "web_segment_id": 212, "global_sentence_id": 230, "edu_l1_label": "IOS"}, {"txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/1DW4De4DdCt89Uep544u9wI.png", "language": "chinese", "position": {"atoms": [{"position_id": 498, "txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/1DW4De4DdCt89Uep544u9wI.png", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[175]/img"}]}, "tags": ["img"], "label": "figure", "web_segment_id": 213, "global_sentence_id": 231, "edu_l1_label": "EDU_O"}, {"txt": "① 测：", "language": "chinese", "position": {"atoms": [{"position_id": 1214, "txt": "① 测：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[176]/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 214, "global_sentence_id": 232, "edu_l1_label": "IOS"}, {"txt": "在小红书 CCTC 投放四字策略中，测试期的目的是测试不同的广告笔记，以确定哪些笔记能够带来最高的转化率和最低的成本。", "language": "chinese", "position": {"atoms": [{"position_id": 1216, "txt": "在小红书 CCTC 投放四字策略中，测试期的目的是测试不同的广告笔记，以确定哪些笔记能够带来最高的转化率和最低的成本。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[176]/span"}]}, "tags": [], "label": "content", "web_segment_id": 214, "global_sentence_id": 233, "edu_l1_label": "IOS"}, {"txt": "在这个阶段，广告主会发布多篇广告笔记，并监控它们的性能，比如点击率（CTR）、每次点击成本（CPC）等。", "language": "chinese", "position": {"atoms": [{"position_id": 1218, "txt": "在这个阶段，广告主会发布多篇广告笔记，并监控它们的性能，比如点击率（CTR）、每次点击成本（CPC）等。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[177]/span"}]}, "tags": [], "label": "content", "web_segment_id": 215, "global_sentence_id": 234, "edu_l1_label": "IOS"}, {"txt": "此时的预算相对较低，例如每篇笔记不超过 1000 元，以便在不花费过多预算的情况下测试不同笔记的效果。", "language": "chinese", "position": {"atoms": [{"position_id": 1219, "txt": "此时的预算相对较低，例如每篇笔记不超过 1000 元，以便在不花费过多预算的情况下测试不同笔记的效果。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[177]/span"}]}, "tags": [], "label": "content", "web_segment_id": 215, "global_sentence_id": 235, "edu_l1_label": "IOS"}, {"txt": "同时，人群范围可能会从较宽泛的开始，逐步缩小到更精准的目标受众。", "language": "chinese", "position": {"atoms": [{"position_id": 1221, "txt": "同时，人群范围可能会从较宽泛的开始，逐步缩小到更精准的目标受众。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[178]/span"}]}, "tags": [], "label": "content", "web_segment_id": 216, "global_sentence_id": 236, "edu_l1_label": "IOS"}, {"txt": "② 筛：", "language": "chinese", "position": {"atoms": [{"position_id": 1223, "txt": "② 筛：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[179]/span[1]/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 217, "global_sentence_id": 237, "edu_l1_label": "IOS"}, {"txt": "筛选笔记的阶段旨在从测试期的广告笔记中筛选出表现最好的笔记。", "language": "chinese", "position": {"atoms": [{"position_id": 1225, "txt": "筛选笔记的阶段旨在从测试期的广告笔记中筛选出表现最好的笔记。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[179]/span[2]"}]}, "tags": [], "label": "content", "web_segment_id": 217, "global_sentence_id": 238, "edu_l1_label": "IOS"}, {"txt": "根据测试期的数据，选择那些 CTR 和 CPC 表现优秀的笔记。", "language": "chinese", "position": {"atoms": [{"position_id": 1227, "txt": "根据测试期的数据，选择那些 CTR 和 CPC 表现优秀的笔记。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[180]/span"}]}, "tags": [], "label": "content", "web_segment_id": 218, "global_sentence_id": 239, "edu_l1_label": "IOS"}, {"txt": "筛选出优质笔记后，预算可能会增加，例如每篇笔记的预算提高到 3000 元以上。", "language": "chinese", "position": {"atoms": [{"position_id": 1228, "txt": "筛选出优质笔记后，预算可能会增加，例如每篇笔记的预算提高到 3000 元以上。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[180]/span"}]}, "tags": [], "label": "content", "web_segment_id": 218, "global_sentence_id": 240, "edu_l1_label": "IOS"}, {"txt": "此外，还会进一步细分人群，以找到最精准的目标受众。", "language": "chinese", "position": {"atoms": [{"position_id": 1230, "txt": "此外，还会进一步细分人群，以找到最精准的目标受众。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[181]/span"}]}, "tags": [], "label": "content", "web_segment_id": 219, "global_sentence_id": 241, "edu_l1_label": "IOS"}, {"txt": "③ 定：", "language": "chinese", "position": {"atoms": [{"position_id": 1232, "txt": "③ 定：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[182]/span[1]/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 220, "global_sentence_id": 242, "edu_l1_label": "IOS"}, {"txt": "定策略阶段的目的是确定最终的广告投放策略，包括投放的人群、预算和笔记。", "language": "chinese", "position": {"atoms": [{"position_id": 1234, "txt": "定策略阶段的目的是确定最终的广告投放策略，包括投放的人群、预算和笔记。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[182]/span[2]"}]}, "tags": [], "label": "content", "web_segment_id": 220, "global_sentence_id": 243, "edu_l1_label": "IOS"}, {"txt": "在筛选出优质笔记后，广告主需要确定最终的投放策略，这可能包括选择特定的人群包、设定预算级别和优化笔记内容。", "language": "chinese", "position": {"atoms": [{"position_id": 1236, "txt": "在筛选出优质笔记后，广告主需要确定最终的投放策略，这可能包括选择特定的人群包、设定预算级别和优化笔记内容。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[183]/span"}]}, "tags": [], "label": "content", "web_segment_id": 221, "global_sentence_id": 244, "edu_l1_label": "IOS"}, {"txt": "在确定策略时，广告主需要确保预算至少达到品类赛道的平均预算，以确保有足够的曝光。", "language": "chinese", "position": {"atoms": [{"position_id": 1237, "txt": "在确定策略时，广告主需要确保预算至少达到品类赛道的平均预算，以确保有足够的曝光。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[183]/span"}]}, "tags": [], "label": "content", "web_segment_id": 221, "global_sentence_id": 245, "edu_l1_label": "IOS"}, {"txt": "同时，要寻找适当的精准人群，以提高广告的转化率。", "language": "chinese", "position": {"atoms": [{"position_id": 1239, "txt": "同时，要寻找适当的精准人群，以提高广告的转化率。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[184]/span"}]}, "tags": [], "label": "content", "web_segment_id": 222, "global_sentence_id": 246, "edu_l1_label": "IOS"}, {"txt": "④ 放：", "language": "chinese", "position": {"atoms": [{"position_id": 1241, "txt": "④ 放：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[185]/span[1]/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 223, "global_sentence_id": 247, "edu_l1_label": "IOS"}, {"txt": "放量笔记阶段是在确定了优质笔记和策略后，开始大规模投放广告。", "language": "chinese", "position": {"atoms": [{"position_id": 1243, "txt": "放量笔记阶段是在确定了优质笔记和策略后，开始大规模投放广告。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[185]/span[2]"}]}, "tags": [], "label": "content", "web_segment_id": 223, "global_sentence_id": 248, "edu_l1_label": "IOS"}, {"txt": "广告主会将预算和资源集中在表现最好的笔记上，以实现最大的广告效果。", "language": "chinese", "position": {"atoms": [{"position_id": 1245, "txt": "广告主会将预算和资源集中在表现最好的笔记上，以实现最大的广告效果。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[186]/span"}]}, "tags": [], "label": "content", "web_segment_id": 224, "global_sentence_id": 249, "edu_l1_label": "IOS"}, {"txt": "在放量阶段，预算会显著增加，以支持大规模的广告投放。", "language": "chinese", "position": {"atoms": [{"position_id": 1247, "txt": "在放量阶段，预算会显著增加，以支持大规模的广告投放。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[187]/span"}]}, "tags": [], "label": "content", "web_segment_id": 225, "global_sentence_id": 250, "edu_l1_label": "IOS"}, {"txt": "同时，广告主会抢占触达目标人群，以实现广告的最大覆盖。", "language": "chinese", "position": {"atoms": [{"position_id": 1248, "txt": "同时，广告主会抢占触达目标人群，以实现广告的最大覆盖。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[187]/span"}]}, "tags": [], "label": "content", "web_segment_id": 225, "global_sentence_id": 251, "edu_l1_label": "IOS"}, {"txt": "比如这里提到认养一头牛通过这CCTC的投放模型，能做到最优笔记CPUV<5元。", "language": "chinese", "position": {"atoms": [{"position_id": 1250, "txt": "比如这里提到认养一头牛通过这CCTC的投放模型，能做到最优笔记CPUV<5元。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[188]/span"}]}, "tags": [], "label": "content", "web_segment_id": 226, "global_sentence_id": 252, "edu_l1_label": "IOS"}, {"txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/2jTgEu1T5rJC4mrneb1SebY7.png", "language": "chinese", "position": {"atoms": [{"position_id": 537, "txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/2jTgEu1T5rJC4mrneb1SebY7.png", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[189]/img"}]}, "tags": ["img"], "label": "figure", "web_segment_id": 227, "global_sentence_id": 253, "edu_l1_label": "EDU_O"}, {"txt": "我们可以将笔记在测试赛马期的表现分为四个象限，以CTR（点击通过率）和CPUV（每单位价值成本）为轴，进行笔记优化：", "language": "chinese", "position": {"atoms": [{"position_id": 1252, "txt": "我们可以将笔记在测试赛马期的表现分为四个象限，以CTR（点击通过率）和CPUV（每单位价值成本）为轴，进行笔记优化：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[190]/span"}]}, "tags": [], "label": "content", "web_segment_id": 228, "global_sentence_id": 254, "edu_l1_label": "IOS"}, {"txt": "① 高 CTR & 高 CPUV（强转化笔记）", "language": "chinese", "position": {"atoms": [{"position_id": 1254, "txt": "① 高 CTR & 高 CPUV（强转化笔记）", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[191]/span/strong/span"}]}, "tags": ["strong"], "label": "title3", "web_segment_id": 229, "global_sentence_id": 255, "edu_l1_label": "IOS"}, {"txt": "这类笔记在测试赛马期的表现为点击率高，但单位价值成本也高。", "language": "chinese", "position": {"atoms": [{"position_id": 1256, "txt": "这类笔记在测试赛马期的表现为点击率高，但单位价值成本也高。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[192]/span"}]}, "tags": [], "label": "content", "web_segment_id": 230, "global_sentence_id": 256, "edu_l1_label": "IOS"}, {"txt": "这表明用户对笔记有较强的点击意愿，但转化效率有待提高。", "language": "chinese", "position": {"atoms": [{"position_id": 1257, "txt": "这表明用户对笔记有较强的点击意愿，但转化效率有待提高。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[192]/span"}]}, "tags": [], "label": "content", "web_segment_id": 230, "global_sentence_id": 257, "edu_l1_label": "IOS"}, {"txt": "针对这种情况，优化指导包括复制内容并进行细微调整，以寻求更优的转化效果；", "language": "chinese", "position": {"atoms": [{"position_id": 1258, "txt": "针对这种情况，优化指导包括复制内容并进行细微调整，以寻求更优的转化效果；", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[192]/span"}]}, "tags": [], "label": "content", "web_segment_id": 230, "global_sentence_id": 258, "edu_l1_label": "IOS"}, {"txt": "对目标人群进行细分，以找到更精准的受众群体；", "language": "chinese", "position": {"atoms": [{"position_id": 1259, "txt": "对目标人群进行细分，以找到更精准的受众群体；", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[192]/span"}]}, "tags": [], "label": "content", "web_segment_id": 230, "global_sentence_id": 259, "edu_l1_label": "IOS"}, {"txt": "对于表现最优的笔记，应增加投入来扩大其影响力。", "language": "chinese", "position": {"atoms": [{"position_id": 1260, "txt": "对于表现最优的笔记，应增加投入来扩大其影响力。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[192]/span"}]}, "tags": [], "label": "content", "web_segment_id": 230, "global_sentence_id": 260, "edu_l1_label": "IOS"}, {"txt": "② 高 CTR & 低 CPUV（待优化笔记）", "language": "chinese", "position": {"atoms": [{"position_id": 1262, "txt": "② 高 CTR & 低 CPUV（待优化笔记）", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[193]/span/strong/span"}]}, "tags": ["strong"], "label": "title3", "web_segment_id": 231, "global_sentence_id": 261, "edu_l1_label": "IOS"}, {"txt": "此类型笔记的特点是点击率高而单位价值成本低。", "language": "chinese", "position": {"atoms": [{"position_id": 1264, "txt": "此类型笔记的特点是点击率高而单位价值成本低。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[194]/span"}]}, "tags": [], "label": "content", "web_segment_id": 232, "global_sentence_id": 262, "edu_l1_label": "IOS"}, {"txt": "这说明用户点击意愿强，但可能由于内容或其他因素导致转化率不高。", "language": "chinese", "position": {"atoms": [{"position_id": 1265, "txt": "这说明用户点击意愿强，但可能由于内容或其他因素导致转化率不高。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[194]/span"}]}, "tags": [], "label": "content", "web_segment_id": 232, "global_sentence_id": 263, "edu_l1_label": "IOS"}, {"txt": "优化方向为考虑优化文案，增强笔记的吸引力和转化率；", "language": "chinese", "position": {"atoms": [{"position_id": 1266, "txt": "优化方向为考虑优化文案，增强笔记的吸引力和转化率；", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[194]/span"}]}, "tags": [], "label": "content", "web_segment_id": 232, "global_sentence_id": 264, "edu_l1_label": "IOS"}, {"txt": "同时要持续监测笔记的表现，留意是否有下降趋势。", "language": "chinese", "position": {"atoms": [{"position_id": 1267, "txt": "同时要持续监测笔记的表现，留意是否有下降趋势。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[194]/span"}]}, "tags": [], "label": "content", "web_segment_id": 232, "global_sentence_id": 265, "edu_l1_label": "IOS"}, {"txt": "③ 低 CTR & 高 CPUV（可筛除笔记）", "language": "chinese", "position": {"atoms": [{"position_id": 1269, "txt": "③ 低 CTR & 高 CPUV（可筛除笔记）", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[195]/span/strong/span"}]}, "tags": ["strong"], "label": "title3", "web_segment_id": 233, "global_sentence_id": 266, "edu_l1_label": "IOS"}, {"txt": "这类笔记的点击率低且单位价值成本高，意味着用户点击意愿弱，且即使有点击，转化效率也不理想。", "language": "chinese", "position": {"atoms": [{"position_id": 1271, "txt": "这类笔记的点击率低且单位价值成本高，意味着用户点击意愿弱，且即使有点击，转化效率也不理想。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[196]/span"}]}, "tags": [], "label": "content", "web_segment_id": 234, "global_sentence_id": 267, "edu_l1_label": "IOS"}, {"txt": "在优化策略上，如果优化成本过高，可以考虑放弃这类笔记，以控制成本；", "language": "chinese", "position": {"atoms": [{"position_id": 1272, "txt": "在优化策略上，如果优化成本过高，可以考虑放弃这类笔记，以控制成本；", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[196]/span"}]}, "tags": [], "label": "content", "web_segment_id": 234, "global_sentence_id": 268, "edu_l1_label": "IOS"}, {"txt": "在测试期后，如果笔记表现没有明显改善，建议暂停投放。", "language": "chinese", "position": {"atoms": [{"position_id": 1273, "txt": "在测试期后，如果笔记表现没有明显改善，建议暂停投放。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[196]/span"}]}, "tags": [], "label": "content", "web_segment_id": 234, "global_sentence_id": 269, "edu_l1_label": "IOS"}, {"txt": "④ 低 CTR & 低 CPUV（考虑优化封面，提升 CTR）", "language": "chinese", "position": {"atoms": [{"position_id": 1275, "txt": "④ 低 CTR & 低 CPUV（考虑优化封面，提升 CTR）", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[197]/span/strong/span"}]}, "tags": ["strong"], "label": "title4", "web_segment_id": 235, "global_sentence_id": 270, "edu_l1_label": "IOS"}, {"txt": "这种笔记在点击率和单位价值成本上都表现不佳，说明笔记的吸引力和转化效率都亟待提升。", "language": "chinese", "position": {"atoms": [{"position_id": 1277, "txt": "这种笔记在点击率和单位价值成本上都表现不佳，说明笔记的吸引力和转化效率都亟待提升。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[198]/span"}]}, "tags": [], "label": "content", "web_segment_id": 236, "global_sentence_id": 271, "edu_l1_label": "IOS"}, {"txt": "优化措施包括优化封面设计，因为封面是吸引用户点击的关键，通过优化封面可以提升 CTR；", "language": "chinese", "position": {"atoms": [{"position_id": 1278, "txt": "优化措施包括优化封面设计，因为封面是吸引用户点击的关键，通过优化封面可以提升 CTR；", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[198]/span"}]}, "tags": [], "label": "content", "web_segment_id": 236, "global_sentence_id": 272, "edu_l1_label": "IOS"}, {"txt": "同时要提升内容质量，使笔记更具吸引力和价值。", "language": "chinese", "position": {"atoms": [{"position_id": 1279, "txt": "同时要提升内容质量，使笔记更具吸引力和价值。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[198]/span"}]}, "tags": [], "label": "content", "web_segment_id": 236, "global_sentence_id": 273, "edu_l1_label": "IOS"}, {"txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/2oNcXL3q5atK1bHfWe3fx4TR.png", "language": "chinese", "position": {"atoms": [{"position_id": 565, "txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/2oNcXL3q5atK1bHfWe3fx4TR.png", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[199]/img"}]}, "tags": ["img"], "label": "figure", "web_segment_id": 237, "global_sentence_id": 274, "edu_l1_label": "EDU_O"}, {"txt": "笔记筛选的策略下，253法则则可以优化放量期的预算，以达成高效分配资源，预算合理利用，挖掘笔记长效潜力：", "language": "chinese", "position": {"atoms": [{"position_id": 1281, "txt": "笔记筛选的策略下，253法则则可以优化放量期的预算，以达成高效分配资源，预算合理利用，挖掘笔记长效潜力：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[200]/span"}]}, "tags": [], "label": "content", "web_segment_id": 238, "global_sentence_id": 275, "edu_l1_label": "IOS"}, {"txt": "① 20%笔记承担80%的消耗", "language": "chinese", "position": {"atoms": [{"position_id": 1283, "txt": "① 20%笔记承担80%的消耗", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[201]/span/strong/span"}]}, "tags": ["strong"], "label": "title4", "web_segment_id": 239, "global_sentence_id": 276, "edu_l1_label": "IOS"}, {"txt": "这意味着将大部分的预算分配给表现最好的 20% 的笔记。", "language": "chinese", "position": {"atoms": [{"position_id": 1285, "txt": "这意味着将大部分的预算分配给表现最好的 20% 的笔记。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[202]/span"}]}, "tags": [], "label": "content", "web_segment_id": 240, "global_sentence_id": 277, "edu_l1_label": "IOS"}, {"txt": "这些笔记通常是强转化笔记，即能够吸引用户点击并实现较高的转化效果。", "language": "chinese", "position": {"atoms": [{"position_id": 1286, "txt": "这些笔记通常是强转化笔记，即能够吸引用户点击并实现较高的转化效果。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[202]/span"}]}, "tags": [], "label": "content", "web_segment_id": 240, "global_sentence_id": 278, "edu_l1_label": "IOS"}, {"txt": "对于这部分笔记，采取的策略是保持固定预算放量。", "language": "chinese", "position": {"atoms": [{"position_id": 1288, "txt": "对于这部分笔记，采取的策略是保持固定预算放量。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[203]/span"}]}, "tags": [], "label": "content", "web_segment_id": 241, "global_sentence_id": 279, "edu_l1_label": "IOS"}, {"txt": "具体来说，对于低 CPUV（每单位价值成本）型笔记，要确保基础进店 UV（独立访客）。", "language": "chinese", "position": {"atoms": [{"position_id": 1289, "txt": "具体来说，对于低 CPUV（每单位价值成本）型笔记，要确保基础进店 UV（独立访客）。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[203]/span"}]}, "tags": [], "label": "content", "web_segment_id": 241, "global_sentence_id": 280, "edu_l1_label": "IOS"}, {"txt": "这是因为低 CPUV 表示获取每个用户价值的成本较低，而确保基础进店 UV 可以增加品牌或产品的曝光度，吸引更多潜在客户。", "language": "chinese", "position": {"atoms": [{"position_id": 1290, "txt": "这是因为低 CPUV 表示获取每个用户价值的成本较低，而确保基础进店 UV 可以增加品牌或产品的曝光度，吸引更多潜在客户。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[203]/span"}]}, "tags": [], "label": "content", "web_segment_id": 241, "global_sentence_id": 281, "edu_l1_label": "IOS"}, {"txt": "同时，对于可提升 CTR（点击通过率）的低 CPUV 笔记以及复制的第二梯队低 CPUV 笔记，可以进行接力投放。", "language": "chinese", "position": {"atoms": [{"position_id": 1292, "txt": "同时，对于可提升 CTR（点击通过率）的低 CPUV 笔记以及复制的第二梯队低 CPUV 笔记，可以进行接力投放。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[204]/span"}]}, "tags": [], "label": "content", "web_segment_id": 242, "global_sentence_id": 282, "edu_l1_label": "IOS"}, {"txt": "这意味着在强转化笔记的基础上，进一步挖掘具有潜力的笔记，通过持续的投放来提高其影响力和转化效果。", "language": "chinese", "position": {"atoms": [{"position_id": 1293, "txt": "这意味着在强转化笔记的基础上，进一步挖掘具有潜力的笔记，通过持续的投放来提高其影响力和转化效果。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[204]/span"}]}, "tags": [], "label": "content", "web_segment_id": 242, "global_sentence_id": 283, "edu_l1_label": "IOS"}, {"txt": "② 剩余80%笔记用剩余20%预算进行测试&优化", "language": "chinese", "position": {"atoms": [{"position_id": 1295, "txt": "② 剩余80%笔记用剩余20%预算进行测试&优化", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[205]/span/strong/span"}]}, "tags": ["strong"], "label": "title4", "web_segment_id": 243, "global_sentence_id": 284, "edu_l1_label": "IOS"}, {"txt": "其余 80% 的笔记则使用相对较少的预算进行测试和优化。", "language": "chinese", "position": {"atoms": [{"position_id": 1297, "txt": "其余 80% 的笔记则使用相对较少的预算进行测试和优化。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[206]/span"}]}, "tags": [], "label": "content", "web_segment_id": 244, "global_sentence_id": 285, "edu_l1_label": "IOS"}, {"txt": "这些笔记可能在初期表现不够突出，但通过测试可以了解其潜力和问题所在。", "language": "chinese", "position": {"atoms": [{"position_id": 1298, "txt": "这些笔记可能在初期表现不够突出，但通过测试可以了解其潜力和问题所在。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[206]/span"}]}, "tags": [], "label": "content", "web_segment_id": 244, "global_sentence_id": 286, "edu_l1_label": "IOS"}, {"txt": "在测试过程中，可以根据点击率、转化率、CPUV 等指标来评估笔记的表现。", "language": "chinese", "position": {"atoms": [{"position_id": 1300, "txt": "在测试过程中，可以根据点击率、转化率、CPUV 等指标来评估笔记的表现。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[207]/span"}]}, "tags": [], "label": "content", "web_segment_id": 245, "global_sentence_id": 287, "edu_l1_label": "IOS"}, {"txt": "对于有潜力的笔记，可以进行优化，例如优化文案、封面设计、内容质量等，以提高其吸引力和转化效果。", "language": "chinese", "position": {"atoms": [{"position_id": 1301, "txt": "对于有潜力的笔记，可以进行优化，例如优化文案、封面设计、内容质量等，以提高其吸引力和转化效果。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[207]/span"}]}, "tags": [], "label": "content", "web_segment_id": 245, "global_sentence_id": 288, "edu_l1_label": "IOS"}, {"txt": "③ 30%笔记若无法进入第二梯队则放弃", "language": "chinese", "position": {"atoms": [{"position_id": 1303, "txt": "③ 30%笔记若无法进入第二梯队则放弃", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[208]/span/strong/span"}]}, "tags": ["strong"], "label": "title4", "web_segment_id": 246, "global_sentence_id": 289, "edu_l1_label": "IOS"}, {"txt": "经过测试和优化后，如果笔记仍然无法进入第二梯队，即表现不够理想，建议放弃这些笔记。", "language": "chinese", "position": {"atoms": [{"position_id": 1305, "txt": "经过测试和优化后，如果笔记仍然无法进入第二梯队，即表现不够理想，建议放弃这些笔记。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[209]/span"}]}, "tags": [], "label": "content", "web_segment_id": 247, "global_sentence_id": 290, "edu_l1_label": "IOS"}, {"txt": "这样做的目的是控制成本，避免在低转化的笔记上浪费过多的资源。", "language": "chinese", "position": {"atoms": [{"position_id": 1306, "txt": "这样做的目的是控制成本，避免在低转化的笔记上浪费过多的资源。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[209]/span"}]}, "tags": [], "label": "content", "web_segment_id": 247, "global_sentence_id": 291, "edu_l1_label": "IOS"}, {"txt": "放弃这些笔记可以将更多的预算和资源集中在表现更好的笔记上，提高整体的投放效果。", "language": "chinese", "position": {"atoms": [{"position_id": 1308, "txt": "放弃这些笔记可以将更多的预算和资源集中在表现更好的笔记上，提高整体的投放效果。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[210]/span"}]}, "tags": [], "label": "content", "web_segment_id": 248, "global_sentence_id": 292, "edu_l1_label": "IOS"}, {"txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/3UY1CA42PToT4kxMgh1UprE6.png", "language": "chinese", "position": {"atoms": [{"position_id": 595, "txt": "<img https://wcd-image-bucket-test.oss-cn-zhangjiakou.aliyuncs.com/raw/3UY1CA42PToT4kxMgh1UprE6.png", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[211]/img"}]}, "tags": ["img"], "label": "figure", "web_segment_id": 249, "global_sentence_id": 293, "edu_l1_label": "EDU_O"}, {"txt": "在平销期和大促期，侧重不同场域和打法，达成流量互补，以养生堂这个案例为例：", "language": "chinese", "position": {"atoms": [{"position_id": 1310, "txt": "在平销期和大促期，侧重不同场域和打法，达成流量互补，以养生堂这个案例为例：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[212]/span"}]}, "tags": [], "label": "content", "web_segment_id": 250, "global_sentence_id": 294, "edu_l1_label": "IOS"}, {"txt": "① 平销期", "language": "chinese", "position": {"atoms": [{"position_id": 1312, "txt": "① 平销期", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[213]/span/strong/span"}]}, "tags": ["strong"], "label": "title4", "web_segment_id": 251, "global_sentence_id": 295, "edu_l1_label": "IOS"}, {"txt": "平销期促销力度相对较小，主要通过小促销或平销活动以及超值满赠维持日常销售。", "language": "chinese", "position": {"atoms": [{"position_id": 1314, "txt": "平销期促销力度相对较小，主要通过小促销或平销活动以及超值满赠维持日常销售。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[214]/span"}]}, "tags": [], "label": "content", "web_segment_id": 252, "global_sentence_id": 296, "edu_l1_label": "IOS"}, {"txt": "在此期间，通过发布护肤分享笔记进行内容营销吸引用户关注，开展商销买手混播展示产品特点和使用方法，并提前预告即将到来的促销活动。", "language": "chinese", "position": {"atoms": [{"position_id": 1316, "txt": 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"大促期促销力度更大，有 S 级大促活动，提供更多优惠和赠品，甚至推出顶配力度优惠。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[217]/span"}]}, "tags": [], "label": "content", "web_segment_id": 255, "global_sentence_id": 300, "edu_l1_label": "IOS"}, {"txt": "买手种草强调产品性价比和限时优惠，举办买手专场明星直播利用明星效应和专业推荐吸引用户购买，突出重点活动强调稀缺性和重要性，同时设置限时抢购创造紧迫感。", "language": "chinese", "position": {"atoms": [{"position_id": 1323, "txt": "买手种草强调产品性价比和限时优惠，举办买手专场明星直播利用明星效应和专业推荐吸引用户购买，突出重点活动强调稀缺性和重要性，同时设置限时抢购创造紧迫感。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[218]/span"}]}, "tags": [], "label": "content", "web_segment_id": 256, "global_sentence_id": 301, "edu_l1_label": "IOS"}, {"txt": "大促期需密切监控投放数据和销售情况，及时调整策略。", "language": "chinese", "position": {"atoms": [{"position_id": 1324, "txt": "大促期需密切监控投放数据和销售情况，及时调整策略。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[218]/span"}]}, "tags": [], "label": "content", "web_segment_id": 256, "global_sentence_id": 302, "edu_l1_label": "IOS"}, {"txt": "4、产品阶段判定投放重点", "language": 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"web_segment_id": 259, "global_sentence_id": 305, "edu_l1_label": "EDU_O"}, {"txt": "1）品牌启动期", "language": "chinese", "position": {"atoms": [{"position_id": 1330, "txt": "1）品牌启动期", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[222]/span/strong/span"}]}, "tags": ["strong"], "label": "title3", "web_segment_id": 260, "global_sentence_id": 306, "edu_l1_label": "IOS"}, {"txt": "0-1品牌或历史无投放/投放收录情况差", "language": "chinese", "position": {"atoms": [{"position_id": 1332, "txt": "0-1品牌或历史无投放/投放收录情况差", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[223]/span/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 261, "global_sentence_id": 307, "edu_l1_label": "IOS"}, {"txt": "对于刚起步的品牌或在小红书上几乎没有投放记录的品牌来说：", "language": "chinese", "position": {"atoms": [{"position_id": 1334, "txt": "对于刚起步的品牌或在小红书上几乎没有投放记录的品牌来说：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[224]/span"}]}, "tags": [], "label": "content", "web_segment_id": 262, "global_sentence_id": 308, "edu_l1_label": "IOS"}, {"txt": "第一，种草：", "language": "chinese", "position": {"atoms": [{"position_id": 1336, "txt": "第一，种草：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[225]/span[1]/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 263, "global_sentence_id": 309, "edu_l1_label": "IOS"}, {"txt": "可以邀请小红书上的小众达人或初级博主进行产品试用分享，以真实的体验感来吸引用户。", "language": "chinese", "position": {"atoms": [{"position_id": 1338, "txt": "可以邀请小红书上的小众达人或初级博主进行产品试用分享，以真实的体验感来吸引用户。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[225]/span[2]"}]}, "tags": [], "label": "content", "web_segment_id": 263, "global_sentence_id": 310, "edu_l1_label": "IOS"}, {"txt": "通过他们的推荐，让潜在消费者了解产品的优势和特色，激发购买欲望。", "language": "chinese", "position": {"atoms": [{"position_id": 1339, "txt": "通过他们的推荐，让潜在消费者了解产品的优势和特色，激发购买欲望。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[225]/span[2]"}]}, "tags": [], "label": "content", "web_segment_id": 263, "global_sentence_id": 311, "edu_l1_label": "IOS"}, {"txt": "比如分享新品牌护肤品的使用感受、效果对比等内容。", "language": "chinese", "position": {"atoms": [{"position_id": 1340, "txt": "比如分享新品牌护肤品的使用感受、效果对比等内容。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[225]/span[2]"}]}, "tags": [], "label": "content", "web_segment_id": 263, "global_sentence_id": 312, "edu_l1_label": "IOS"}, {"txt": "第二，科普：", "language": "chinese", "position": {"atoms": [{"position_id": 1342, "txt": "第二，科普：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[226]/span[1]/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 264, "global_sentence_id": 313, "edu_l1_label": "IOS"}, {"txt": "发布详细的产品介绍笔记，包括成分解析、适用肤质、使用方法等。", "language": "chinese", "position": {"atoms": [{"position_id": 1344, "txt": "发布详细的产品介绍笔记，包括成分解析、适用肤质、使用方法等。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[226]/span[2]"}]}, "tags": [], "label": "content", "web_segment_id": 264, "global_sentence_id": 314, "edu_l1_label": "IOS"}, {"txt": "以图文并茂的形式让用户对产品有更深入的认识，建立品牌的专业形象。", "language": "chinese", "position": {"atoms": [{"position_id": 1345, "txt": "以图文并茂的形式让用户对产品有更深入的认识，建立品牌的专业形象。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[226]/span[2]"}]}, "tags": [], "label": "content", "web_segment_id": 264, "global_sentence_id": 315, "edu_l1_label": "IOS"}, {"txt": "第三，曝光：", "language": "chinese", "position": {"atoms": [{"position_id": 1347, "txt": "第三，曝光：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[227]/span[1]/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 265, "global_sentence_id": 316, "edu_l1_label": "IOS"}, {"txt": "利用小红书的基础曝光渠道，如话题标签、热门搜索关联等，增加品牌的可见度。", "language": "chinese", "position": {"atoms": [{"position_id": 1349, "txt": "利用小红书的基础曝光渠道，如话题标签、热门搜索关联等，增加品牌的可见度。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[227]/span[2]"}]}, "tags": [], "label": "content", "web_segment_id": 265, "global_sentence_id": 317, 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"edu_l1_label": "IOS"}, {"txt": "当品牌在小红书上有了一定的发展，但搜索占位还不够理想时：", "language": "chinese", "position": {"atoms": [{"position_id": 1356, "txt": "当品牌在小红书上有了一定的发展，但搜索占位还不够理想时：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[230]/span"}]}, "tags": [], "label": "content", "web_segment_id": 268, "global_sentence_id": 321, "edu_l1_label": "IOS"}, {"txt": "第一，种草：", "language": "chinese", "position": {"atoms": [{"position_id": 1358, "txt": "第一，种草：", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[231]/span[1]/strong/span"}]}, "tags": ["strong"], "label": "content", "web_segment_id": 269, "global_sentence_id": 322, "edu_l1_label": "IOS"}, {"txt": "与中腰部博主合作，扩大产品种草的范围。", "language": "chinese", "position": {"atoms": [{"position_id": 1360, "txt": "与中腰部博主合作，扩大产品种草的范围。", "x": "/html/body/div[2]/div[2]/div[2]/div/div[1]/div[2]/p[231]/span[2]"}]}, "tags": [], "label": "content", "web_segment_id": 269, "global_sentence_id": 323, "edu_l1_label": "IOS"}, {"txt": 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# 1万字直播总结，讲清全域增长营销3.0
## 01 企业及运营人的增长挑战
### 1、企业增长挑战方面
#### 1）货架电商到内容电商断层
#### 2）单点到全域断层
#### 3）战略规划与营销效果断层
### 2、从业者们的全域人才模型挑战
#### 1）要能深刻理解全域、跨平台价值
#### 2）市场人运营人的指标越来越务实
#### 3）懂内容+懂运营，哪条腿都不能短
## 02 人群战略的重要性有多重要？
### 1、Lululemon的人群增长策略
#### 第一，产品先行：产品研发与体验升级
#### 第二，明确人群：店内瑜伽课与社区运营
#### 第三，心智占领：品牌文化与推广
#### 第四，新品迭代：基于人群的新品开发
#### 第五，口碑运营：运营管理与口碑提升
### 2、人群战略下，产品营销转型
#### 案例1：思念 “柿柿如意” 汤圆
#### 案例2：Lululemon 羽绒服
### 3、品类为中心 vs 用户为中心
#### 1、以人群为中心的战略
##### 1）时尚、美妆、运动等注重个性化和生活方式的行业。
##### 2）服务型行业，如旅游、餐饮、娱乐等。
#### 2、以品类为中心的战略
##### 1）日用品、食品等功能性较强的行业。
##### 2）标准化程度较高的行业，如电子产品、家电等。
## 03 小红书，该怎么用好？
### 1、用好小红书，是大大的痛点
### 2、ODAR运营地图
### 3、CCTC投放增长模型
### 4、产品阶段判定投放重点
#### 1）品牌启动期
##### 0-1品牌或历史无投放/投放收录情况差
#### 2）品牌爆发期
##### 1-10-100品牌且品牌已有清晰定位，但内容无法完成搜索占位
#### 3）品牌突围期
##### 1-10-100品牌且过往在站点已有内容沉淀但核心记忆点不突出
#### 4）品牌焕新期
##### 成熟品牌且内容同质化严重
