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直抵心灵 大数据时代的户外媒体的发展
作者:admin 发布日期:2016-04-12 20:42

ZHONGGUOSHICHANGZHENGZAIJINGLIYICHANGKUAISUDEBIANGE,ZHEIJIDADICIJIZHESHICHANGDEJINHUA。ZHEIZHUYAOBIAOXIANZAISHICHANGZHUTIDEZHUANBIAN,XIAOFEIXINGWEIDEGAIBIAN,MEIJIECHUANBODEJIANBIAN,YIJIYINGXIAOXINGSHIDEZHIBIAN。YOUCI,SHICHANGYINGXIAOCHUXIANLEXUDUOXINDETEZHENG,DASHUJUJIUSHIQIZHONGTEBIEJUYOUDAIBIAOXINGDEZHONGYAOTEZHENGZHIYI。

RANER,WOMENYANJIUDASHUJUYUSHICHANGYINGXIAOZHIJIANDEGUANXI,BUNENGJIUSHILUNSHI,ERYAOZHUIGENSUYUAN,BOSICHOUJIAN,TOUGUOXIANXIANGKANBENZHI,TOUGUOTEZHENGKANNEIHAN。DASHUJUSHIDAIYUSHIZHEXINDESHICHANGBENZHI,JIXIAOFEIZHEWEIWANGDESHIDAIYIJINGLAILIN。

YIQIEYIXIAOFEIZHEDEXIAOFEIXUQIUWEIQIDIAN,YIQIEWEIRAOXIAOFEIZHEDEXIAOFEIXINGWEIERZHANKAI,YIQIEYOUGUIJIEYUXIAOFEIZHEDEMANZUYUMANYI,ZHEIJISHIDASHUJUSHIDAIDESHICHANGZHUZHI,YESHIDASHUJUYINGXIAOJIAZHIDEYUANQUANYUGENBEN。DASHUJUZHENGSHIYINWEISHIQUZHIYUMIN,YONGZHIYUMIN,HUIJIYUMIN,CAICHENGWEIZHEIGEYIXIAOFEIZHEWEIZHUTIDEXINXIAOFEISHIDAIDEYIGEBUKEHUSHIDEZUCHENGBUFENYIJIYIGEQIANGYOULIDEZHICHENG。

以消费者为中心

SHICHANGZHUTIDEZHUANBIANSUIJIDAILAIDESHISHICHANGLUOJIHEXIAOFEILIANTIAODEGAIBIAN。CONGXINXIZHUDAODAOXINRENZHUDAO,CONGGUANGGAOCHUANBODAOKOUBEICHUANBO,CONGMINGXINGTUIJIANDAOSHEQUNTUIJIAN,CONGHUODONGYINGXIAODAOQINGJINGYINGXIAO,XIAOFEIZHEDEXINRENCHENGWEISHICHANGYINGXIAODEZHUDAO,XIAOFEIZHEDETUIJIANCHENGWEISHICHANGYINGXIAODEYINQING。

YUCITONGSHI,NEIRONGCHENGWEIXIYINXIAOFEIZHEPINPAIGUANZHUDEZHONGYAOFAMA,GUANGGAOCHUANBOYIJINGBUZAISHIPINPAICHUANBODEJUESHENGFANGSHI,YINCUSHIXIAOFEIZHEXIAOFEIXINGWEIDEXINTEZHENGZHENGZAIXINGCHENG。

RUCIYILAI,DASHUJUSHIDAIDECHUANBOYEHAO,YINGXIAOYEHAO,SUOYOUDEHUANJIE,SUOYOUDEZHINENG,SUOYOUDECELVE,SUOYOUDECHUANGYIDOUYAOYIXIAOFEIZHEWEIZHONGXINZHANKAI。

ZUOWEISHICHANGYINGXIAOZHONGZHONGYAOZUCHENGBUFENDEMEITI,GENGSHIYAOZHUANBIANJIAZHIDAOXIANGYUCHUANBOZHINENG。TEBIESHIHUWAIMEITI,YINQIGENGDUOSHIDANXIANGCHUANBO,ERWUFAXINGCHENGSHEQUNHUDONG;GENGDUODISHIDONGTAICHUANDA,ERWUFALIUCUNJINGTAISHUJU;GENGDUODESHIJIANYAODEXINXICHUANDI,ERWUFAWANCHENGNEIRONGDEXIANGXI……SUOYOUZHEIXIEDOUYUXINXIAOFEISHIDAIDENEIRONGYINGXIAO,SHEQUNYINGXIAO,KOUBEIYINGXIAO,QINGJINGYINGXIAOXIANDEGEGEBURU,YUELAIYUEXIANDEXINYOUYUERLIBUZU。

GAIBIANSHIBIRANDE,DANRUHEGAIBIAN,DEQUESHIHUWAIMEITIZAIDASHUJUSHIDAIBIXUXUNJIEDEYIDAOFAZHANMINGTI。

更新理念

SHOUXIAN,CHUANTONGDEYINGXIAOMOSHI,QIYESHIPINPAICHUANBODEFAQIZHEHEZHUDAOZHE,YINCI,JIANGPINPAIXINXI、CHANPINXINXIZHIJIECHUANBOJIXIAOFEIZHEDEGUANGGAOMOSHISHIZHUYAODECHUANBOMOSHI。ERZAIYIXIAOFEIZHEWEIZHUTIDESHIDAI,QIYEBIXUYAOGAIBIANNEIZHONG“YOUWOJIWO”DEPINPAICHUANBOFANGSHI,XUYAO“GUAIGEWAN”XIAN“RAODAO”XIAOFEIZHE,RANHOUZAIZHUANXIANGZIJI。YINCI,MEITIYEXUYAOYOUZHIJIEFUWUQIYEZHUANWEIXIANFUWUXIAOFEIZHE,DAICHUANGZAOCHUXIAOFEIZHEJIAZHIZHIHOU,ZAIWEIQIYESHIXIANDUISHICHANGDECUDONGYULADONG。

QICI,YIWANGDEYINGXIAOMOSHIZHONG,MEITISUOFABUDEXINXIGENGDUODESHIGUANGGAO,TEBIESHIHUWAIMEITIGENGDUODEZHISHIYIGEBOCHUPINGTAIERYI。ERRUJIN,ZAIFENZADEXINXIZHONG,ZAIBAOGUIDESHIJIANLI,XIAOFEIZHEBENNENGDIHUITIAOJIANCHUYUXIAOFEIXUQIUXIANGDUIYING,YUJIAZHIGUANXIANGWENHEDE,YUQINGQUXIANGYUYUEDENEIRONG。

ZAICI,HULIANWANGRANGMEIGEPINPAIDOUNENGZHAODAOYUXIAOFEIZHELIANJIEDELUJINGZUIDUAN,ZUIBIANJIEDEJIHUI,ZHIYAONIYOUZUGOUDEJIAZHIGUANDESHANGUANGDIAN,CHANPINGONGNENGDEXIYINLI,SHEQUNLINGXIUDEHAOZHAOLI,QIYEDOUKENENGXUNSUJUJIDAOYIQUNZHITONGDAOHEDEZHUISUIZHE,JIANLIQIYIGEPINPAISHENGTAIQUAN,YINCI,PINPAICHUANBOBUJINJINYAOJIANGXIAOFEIZHEJIAZHI,GENGYAOGOUJIANSHEQUNJINGJI。

ZUIHOU,ZAIXINXIBAOZHADESHIDAI,XIAOFEIZHEDEXUDUOXIAOFEIXINGWEIBUZAISHIWANQUANJINGZHIHEJIHUADE,HENDUOXIAOFEIXINGWEIHUIYOUYUTEDINGDECHANGJINGERCHUFA。RUCIYILAI,QINGJINGYINGXIAOBIANYINGYUNERSHENG。QINGJINGYINGXIAOJIANGJIUDESHIQINGYUJINGDEDUIYINGYUHUYING。SUOWEIQING,JIUSHIXIAOFEIZHEZAIYIDINGHUANJINGZHONGDEXINQINGYUXINJING,YIJIHUICHANSHENGDEXINLIBIANHUAGUIJI。SUOWEIJING,JIUSHIXIAOFEIZHESUOCHUDECHANGJING,YIJIHUIFASHENGDEXIAOFEIXINGWEIGUIJI。ERMEITIDEZUOYONGJIUSHIBANGZHUPINPAIQUBODONGXIAOFEIZHENEIGENZUIMINGANDEXINXIAN,QUYINGZAOCHUGANXINGXIAOFEIZUIJIADEFENWEI,ZUIZHONGWANCHENGDUIXIAOFEIZHEQINGXUXUANRANDEYINBAOHEXIAOFEIXINGWEIDEYINDAO。

转变职能

ZAIDASHUJUSHIDAIDEGUOXIEZHIXIA,RENHEMEITIYIDANWUFASHIYINGXINXIAOFEISHIDAIDEBIANGEYUXUYAO,YINCI,DUIYUHUWAIMEITIBIXUYAOZHUANBIANZHINENG,CAINENGZAISHICHANGYINGXIAODEYOUYICILANGCHAOZHONGWANCHENGTUIBIAN,YUHUACHENGDIE。

SHOUXIAN,YAOJIADADUIHUWAIMEITISUOCHUHUANJINGZHONGDEXIAOFEIZHEDEYANJIU,BINGJIANGZHEIZHONGYANJIUCONGJIANDANDEXINXICHUANDISHENHUAZHIPINPAIYUXIAOFEIZHESHENCENGCIDEGOUTONGYUFENXIANG。ZAICIJICHUZHISHANG,WEIQIYETIGONGGENGWEIXIANGSHI,GENGWEIZHUNQUEDEXIAOFEIZHEXINXI,BANGZHUQIYEZAIXIAOFEIZHEXINZHIZHONGXINGCHENGGENGSHENKEDEGONGMING。

ZAIZHEIGEDAZHENGFANGZHENDEZHIYINXIA,HUWAIMEITIWEIRAOXIAOFEIZHE,YIJUDASHUJUSHIDAIDEYINGXIAOTEZHENG,ZHUDONGCHENGDANQIZAISHEQUNYINGXIAO,NEIRONGYINGXIAO,QINGJINGYINGXIAOFANGMIANDEZHIZE。

社群构建

ZAISHEQUNGOUJIANFANGMIAN,WULUNSHISHANGQUANMEITIHAISHIXIEZILOUMEITI,WULUNSHIYINGYUANMEITIHAISHIDITIEMEITI,DOUKEYIGENJUHUWAIMEITISUOCHUSHANGYEHUANJING,YIJIJINGCHANGWANGLAIQIZHONGDEXIAOFEIZHEDEQUNSHULAIJIANLIBUTONGDESHEQUN。

YIQIGONGTONGGUANXINDEHUATI,GONGTONGDEJIAZHIGUAN、XIAOFEIGUANLAIXINGCHENGSHEQUNXIAOYING,SHIQICHENGWEITONGCHUYIGESHANGYEHUANJINGZHONGDEXIAOFEIZHEHUXIANGJIAOLIU、TUIJIANDEPINGTAI,CHENGWEIWEIQIYEYUXIAOFEIZHEGOUTONG、HUDONGDEPINGTAI,YIJIDASHUJUDEXINGCHENGYUCAIJIPINGTAI。

内容营销

ZAINEIRONGYINGXIAOFANGMIAN,HUWAIMEITIYAOGENJUSUOCHUHUANJINGXIAOFEIZHEDETEZHENGHEXUQIU,YIJISHEQUNZHONGSUOXINGCHENGDEDASHUJU,BANGZHUQIYECEHUA、ZHIZAOCHUYIXIAOFEIZHEDEYUJINGSHUOCHUXIAOFEIZHEXIANGYAODENEIRONG,CHUANDICHUXIAOFEIZHEXIANGSHUODEHUAYU,BIAODACHUPINPAIDEJIAZHIGUANHESHENGHUOTAIDU。JINERWEIQIYEYINGZAOCHUZHENSHIDE、YOUQINGXUHEYOUTAIDUDEPINPAIXINGXIANG,CHUANGZAOCHUKEGONGQIYEYONGYUYINGXIAODENEIRONGZIYUAN,YIHUODEXIAOFEIZHEDEGUANZHUYUQINGLAI,YIJIQIYEDEKECHIXUXINGFAZHAN。

ZAIYIQIAN,YEXUNIRENWEIKANFASHENMENEIRONGZHEISHIQIYEDESHIQING,ERJINTIANNIJIUYAOBAZHEIBUFENZHIZECHENGDANQILAI,ZHEIYANGKEYIDAOBIMEITIBUDUANDISHENRUXIAOFEIZHE,LEJIEXIAOFEIZHE,JINERLAIBAOZHENGNIDEMEITIJIXUYONGYOUCUNZAIDEJIAZHI。

情景营销

ZAIQINGJINGYINGXIAOFANGMIAN,HUWAIMEITIYINGGAIGENGYOUYONGWUZHIDI。YINWEI,XIAOFEIXIANCHANGJIWEIHUWAI,XIAOFEIZHEYIDANJINRUQIZHONG,BIANYIHUANJINGGUANZHUWEIZHU。SHOUXIAN,YAOGENJUDASHUJUTIGONGDEXINXI,YANJIUNISUOFUWUPINPAIDEMUBIAOXIAOFEIZHE,RANHOUGENJUXIAOFEIZHEJINDIANQIAN,JINDIANHOUDEXINLIBIANHUAGUIJIHEXIAOFEIXINGWEIGUIJILAICENGCENGDIJINSHEJIGUANGGAOSHEZHIHEGUANGGAONEIRONG。

YIXIANGNAIERQINGJINGYINGXIAOWEILI,DANGXIAOFEIZHEJIANGYAOHUOGANGGANGJINRUMAICHANGSHI,SUOKANDAODEDIYIKUAIGUANGGAOXINXISHIXIANGNAIERYONG“DANGNINZAIZHOUMOWUHUIZHONGPIANPIANQIWUDESHIHOU,CHANELXIANGNAIERHUIRANGNINZHANXIANCHUWEIMEI、GEXINGSHIZUDEYIMIAN”,LAIJIFAQIGOUMAIYUWANG;DIERKUAIXIANGNAIERHUIYIYIFUYOUQUDE、JUTIDE、NENGDADONGRENXINDETUHUA,LAIJIANLIXIAOFEIZHEXUQIUYUCHANPINZHIJIANDEGUANLIAN;ZHIDAODISANKUAIGUANGGAOCAIZHONGDIANJIESHAOPINPAIJIAZHI,RANGXIAOFEIZHEDUIPINPAIXINGCHENGZHIGUAN、SHENKEDEYINXIANG。

总结:

ZAIDASHUJUSHIDAI,MEITIYIJINGMEIYOUHAOHUAIZHIFEN,JIAZHIDEGAODIWANQUANQUJUEYUYUXIAOFEIZHEZHIJIANDEJULI,SHIZHIYUCHANGMIAN,HAISHIDIDAXINLINGJIANGSHIPINGJIAYIQIEYINGXIAO,YIQIECHUANBO,YIQIEPINPAI,YIQIEMEITIDEJINBIAOZHUN。

WULUNSHISHEQUNDEGUISHU,HAISHINEIRONGDEGONGMING,HAISHIQINGJINGDECHUDONG,MUDEZHIYOUYIGE,JIUSHILIXIAOFEIZHEDEXINLINGJINXIE,ZAIJINXIE。

此文关键字: 直抵,心灵,大,数据,时代,的,户外媒体,发展,