13635.新营销2020：变革与趋势-中国传媒大学-202005.pdf

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1、?2020? | 务? ?2020?务?2020? | 务? ?2020? | 务? ?2020?务?务? ?务?务?务?务?2?2020? | 务? ?2020? | 务? ?3?裂?务?聚?去?务? ?模?BarkBox?千?Facebook?Oracle?LinkedIn?Salesforce?Khoros?匹?务?DWA? &?匹? ?务?Convertlab?58?撑匹?空?2020? | 务? ?2020? | 务? ?1.0?3.0?4? 3.0? 2.0? 1.02016?20172017?20182019?2020?锐?+?+?包?卿+?+?+?赠?卿?卿?匹?锐?DTC?卿

2、?模?Barkbox?匹?千?Oracle?Salesforce?Khoros?锐?+?+?2020? | 务? ?2020? | 务? ?2020?1?卿?匹?22?瘦?务?3?姿?卿?4?5?+?赠?+?+?卿?+?66?DTC?卿?7?: ?模?Barkbox?: 千? : ? : ? : Oracle?Salesforce?Khoros5?2020? | 务? ?1?34?卿?匹?去?匹?2C?匹?割?2B?匹?匹?+?2C?2B?匹?割?姿?6?2020? | 务? ?务?7?瘦?务?瘦?务?姿? ? ?瘦? ?割? ?姿?务? ?历?去?瘦?油?瘦?2010s-2020s?研?卿?

3、锐?去?锐?瘦?n ?2020? | 务? ?瘦?务?8?务?撑?瘦?瘦?瘦?瘦?务? ?告? ?瘦导撑?瘦?匹?瘦?瘦?社?瘦?割?n ?的?2020? | 务? ?9?卿?割?卿?卿?撑?卿?卿?务?KOL?MCN?务? ? ? ?去 ? ? ?卿?卿?卿?卿? ?名卿? ?务 ? 对? ?卿? 卿? ? 对?卿?务?卿?卿?务?割?务?KOC?IP?历?2020? | 务? ?姿? ?+? ? ? ? ? ? ?卿 ? ? ?赠?卿?研?-?-?卿?研?埋?赠?卿?姿?匹?姿?姿?姿?姿?10?2020? | 务? ?11?瘦?务?卿 (People)? (Product & Exper

4、ience)? (Occasion)?Content?ZZZZZProductProductConsumerConsumerZ?4C4C?瘦?瘦?CommunicationCommunicationConvenienceConvenienceCostCost?卿?卿?C?B?卿?瘦? ? ? ?Content?卿?卿?卿?People?Product & Experience?Occasion ?PromotionPromotionPlacePlacePricePrice?4P4P?2020? | 务? ?姿?姿?匹?姿?姿?姿?瘦?姿?姿?姿?匹?姿?姿?姿? ?卿?匹?姿?姿?姿?12?2

5、020? | 务? ?姿?匹?姿?姿?TVC?姿?l ?务?研?的?l ?KI?KI? ?研?研?匹?KOL?l ?+?K-music?APP?BGM?APP?赠?l ?够?赠?l ?瘦?对?对?务?务?务?盟?姿?确?TVC?姿?KI? K-music?瘦匹?姿?匹?姿?姿?姿?13?2020? | 务? ?研?研?研?研? ? ? ? ? ? ?姿匹?姿?姿?姿?送?/?/?/?瘦? ? ? ? ? 赠 ? ? ? ? ? 卿 ? ? ? ? ?14?2020? | 务? ?15 ?撑?务? ?研?研?研?MarTech ? Scott Brinker?IT?卿?卿?卿?去?卿?Marte

6、ch?姿?n ?研?锐?研?研?研?研?研?研?瘦?2020? | 务? ?16?研?研?研?锐?锐? ? ?割?CMO? ?研?CMO?CIO?CTO? ?瘦?锐?研?2020? | 务? ?+?赠?+?+?卿?+?17?+?赠?DNA?卿?务?研?DNA?赠?+?DNA?够务?哥?卿?赠?锐?研?务?卿?的?2020? | 务? ?卿?务?卿?割?卿?的?务?割?务DTC?撑?匹?18?2020? | 务? ?DTC19?匹?撑?研?务?APP?DTC?DTC?去?DTC?DTC?Glossierl?l?映卿?l?BarkBoxl? UO?MRKTl?l?BarkPark?lululemo

7、nl?l?KOL?l?DTCNIKEl?app?l?l?Nike?Plus?l? Skinsei?l?锐? DTC? Dollar?Shave?Club?裂l?裂?P&G?Ventures?M13?DTC?Kindral?锐?This?is?L?锐?Walker&Company?l?群?Color&Co ?2020? | 务? ?BarkBox?BarkBox?匹?的?姿?瘦?BarkBox?Facebook?298?Instagram?160?Pinterest?瘦?Bark?YouTube?13?BarkBox割?愿?匹?的?姿?BarkBox?BarkBox?卿?卿?BarkBox?瘦?

8、匹?IPInstagram?stories?瘦?Dog?s?best?day?&?MV? ? ?务?赠?BarkBox?Facebook298?愿?愿?吉?Instagram161?愿?愿?Twitter31?愿?愿?Pinterest4?愿?愿?YouTube13?BarkBox?赠?筛?KOL?的?#BarkBox?&?赠?#BarkBox务?350?Twitter?匹?卿?20?2020? | 务? ?21?割?锐?锐?研?锐卿?研?研?锐?CMS?A/B?DCO?瘦?卿?/?/?APP?匹?研?CRM?瘦?锐?够?瘦?瘦?瘦?卿?锐(CPQ)?锐?锐?瘦?锐?瘦?卿?撑?研?锐?瘦?研

9、?研? ?锐?研?锐?锐?锐 ?卿?锐?盟?卿姿?锐?锐 ? ? ?盟?研?2020? | 务? ?Oracle?Marketing?Cloud?瘦?Hunter Douglas?尺?Oracle Marketing Cloud? ? ? ? 去 锐 ? ? MarketingCube?Trustpilot? ? ? ? ? ? ? ? OracleMarketing Cloud?瘦?Trustpilot?Oracle?Marketing?Cloud?去锐?Marketing?Cube?Trustpilot?Trustpilot?瘦 ?尼? ?Trustpilot?研? ? + ? ?瘦? ?

10、研?割? ?赠?瘦?22?2020? | 务? ?Salesforce?Salesforce?覆?务?Marketing Cloud?Sales Cloud?Service Cloud?务?瘦?锐?瘦?Community Cloud?Commerce Cloud?锐?姿?锐? ?卿?锐?卿?锐?卿?Email?studio?Advertising?Studio?DMPMobile?Studio?app?Social?studio?Journey?builder?瘦?锐Datorama?研?锐?研?研?研?锐?瘦?研?研?务?锐?务?瘦?撑?瘦?瘦?AI?AI?卿?撑?研?CRM?研?瘦?Cus

11、tomer?Community?名?Partner?Community?Employee?Apps?&?Community?瘦?瘦?名?锐Data?Studio?研?Customer?360?Audience?瘦?研?CDP ?瘦?PardotPardot?B2BB2B?锐Sales?Cloud?EinsteinSales?Cloud?EinsteinCPQCPQ?盟?)Sales?Cloud?EinsteinSales?Cloud?Einstein?Marketing Cloud?锐Sales Cloud?卿?瘦?瘦?研?卿?模?UnqualifiedWorkingNewNurturingW

12、in/lose?瘦?Service Cloud?卿?Commerce Cloud / Community Cloud?23?2020? | 务? ?割?去?B2B?撑?l?瘦?B2C?l?瘦?l?瘦?l?l?l?撑?DMP?研?瘦? McD Tech?Labs?尺?Oracle?Marketing?Cloud?Trustpilot?瘦?Convertlab?AMA?AI+?Marketing?AI?千?Salesforce?Sales?Cloud?Service?Cloud?Community?Cloud?卿?Convertlab?研?瘦?研?瘦?研?瘦?瘦?研?24?2020? | 务? ?

13、25?割?IP?撑?研?导?匹? ? ?务? ? ?KOL?瘦?卿?去锐?MCN? ? ? ? 卿? 卿?锐?锐?愿? / ?映? / ?2020? | 务? ?研?CMGO?研?姿?研?卿?瘦?模?姿?研?锐?愿?锐?研?研?研?务?锐?Creation?Management?锐Generation?研?Optimization?割?卿?的?研?研?割?卿?割?AB?研?研?26?2020? | 务? ?DWA?2B?割?卿?2B?瘦?DWA?2B?瘦?瘦?瘦?3?卿?LOB ?瘦?割?割?瘦?DWA?瘦?卿?卿?锐?C-level?LOB ?务?, ?愿?盟?27?2020? | 务? ?

14、卿?28?卿卿?卿?务?卿?的?卿?卿?卿?的?卿?姿?KOL?卿?KOL(?卿?的?卿?卿?卿?瘦?卿KOL?卿/?/?姿的?姿?姿?卿?/?卿?卿?/?去锐?2020? | 务? ?Vitality Brands资?+Vamp?KOL?7?KOL?Vitality Brands?Vamp?KOL?gemkwatts?15?Vamp?7?KOL?埋?Instagram?KOC?1?KOC?KOC?割?尼?研?研?尼? 80%?尼?20%?尼?尼?尼?尼?尼?l?1?l?/ /?锐?皆?皆?尼?尼l?赠?8080?尼?尼l?历?29?2020? | 务? ?裂?卿?撑?裂?剧?裂?套?卿?研?

15、撑?尼?套? ?对?套?1?卿?愿?套的?撑?裂?剧?裂?1?裂?2?2?N30?2020? | 务? ?31?务?务?匹?务?卿?割? ?卿?卿?卿? ? + ?务?匹?/?务?务?/?/?去?2020? | 务? ?+?+?+?+?88?300?对?8?300?研?的埋?瘦?研?务?POS?锐?300?8?对/?88?/?/?/?/?卿?瘦?300?3?20?瘦?32?2020? | 务? ?33?瘦?匹?务?研?姿?匹?卿?Dash? ?匹?匹?匹?皆?2020? | 务? ?去锐?割?割?卿?34?2020? | 务? ?皆?AMG C63 S?瘦?皆?匹?60?瘦?匹?匹?模?模?210%?21%?43%?33%?模?35?2020? | 务? ?Magic Band?RFID?Magic Band?去?Magic?Band?1Magic?Band?2?去?Magic?Band?36?2020? | 务? ?模?模?DTC?务?BarkBoxBarkBox?DTC?千?千?OracleOracle?SalesforceSalesforce?KhorosKhoros?锐?匹?匹?去锐?+?*?2020?模?盟?37?2020? | 务? ?2020? | 务? ?38?姿?瘦?2020? | 务? ?2020? | 务? ?皆? ?1.0?2.0?39