{"id":19583,"date":"2021-02-03T10:48:00","date_gmt":"2021-02-03T03:48:00","guid":{"rendered":"https:\/\/www.xinwengao.com\/cn\/pr\/2021020310480019583"},"modified":"2021-02-04T09:14:11","modified_gmt":"2021-02-04T01:14:11","slug":"warc%e5%8f%91%e7%8e%b0%ef%bc%9a71%e7%9a%84%e8%90%a5%e9%94%80%e4%ba%ba%e5%9c%a8%e5%88%b6%e5%ae%9a2021%e5%b9%b4%e8%90%a5%e9%94%80%e6%88%98%e7%95%a5%e6%97%b6%e6%9c%80%e9%87%8d%e8%a6%81%e7%9a%84%e8%80%83","status":"publish","type":"post","link":"https:\/\/www.xinwengao.com\/cn\/pr\/2021020310480019583","title":{"rendered":"WARC\u53d1\u73b0\uff1a71%\u7684\u8425\u9500\u4eba\u5728\u5236\u5b9a2021\u5e74\u8425\u9500\u6218\u7565\u65f6\u6700\u91cd\u8981\u7684\u8003\u8651\u56e0\u7d20\u662f\u540e\u75ab\u60c5\u65f6\u4ee3\u6d88\u8d39\u8005\u884c\u4e3a\u7684\u53d8\u5316"},"content":{"rendered":"

\u6700\u65b0\u53d1\u5e03\u300a\u8425\u9500\u8fbe\u4eba\u653b\u5173\u518c2021\u300b<\/span><\/p>\n

\u4e0a\u6d772021\u5e742\u67083\u65e5 \/\u7f8e\u901a\u793e\/ — \u4e13\u6ce8\u5168\u7403\u5b9e\u6548\u8425\u9500\u6848\u4f8b\u7684WARC\u6700\u65b0\u53d1\u5e03\u4e2d\u6587\u62a5\u544a\u300a\u8425\u9500\u8fbe\u4eba\u653b\u5173\u518c2021\u300b\uff0c\u8be5\u62a5\u544a\u662fWARC\u5728\u8fde\u7eed\u7b2c\u5341\u5e74\u82f1\u6587\u62a5\u544aThe Marketer\u2019s Toolkit 2021\u63a8\u51fa\u4e4b\u540e\u9996\u6b21\u53d1\u5e03\u9488\u5bf9\u4e2d\u56fd\u5e02\u573a\u7684\u539f\u521b\u4e2d\u6587\u62a5\u544a\u3002\u62a5\u544a\u7ed3\u5408\u5168\u7403\u89c6\u89d2\uff0c\u4ee5\u53ca\u9762\u5411\u672c\u5730\u8425\u9500\u4eba\u5458\u7684\u4e00\u624b\u8c03\u7814\u6570\u636e\u3002<\/p>\n

\u300a\u8425\u9500\u8fbe\u4eba\u653b\u5173\u518c2021\u300b\u62a5\u544a\u4e2d\u663e\u793a\uff1a71%\u7684\u8425\u9500\u4eba\u5728\u5236\u5b9a2021\u5e74\u8425\u9500\u6218\u7565\u65f6\uff0c\u6700\u91cd\u8981\u7684\u8003\u8651\u56e0\u7d20\u662f\u540e\u75ab\u60c5\u65f6\u4ee3\u6d88\u8d39\u8005\u884c\u4e3a\u7684\u53d8\u5316\u3002\u62a5\u544a\u91c7\u7528\u201cSTEPIC\u201d\u65b9\u6cd5\u8bba\uff0c\u4ece\u793e\u4f1a(Society)\u3001\u6280\u672f(Technology)\u3001\u7ecf\u6d4e(Economy)\u3001\u653f\u7b56(Policy)\u3001\u884c\u4e1a(Industry)\u548c\u521b\u610f(Creativity)\u7684\u89d2\u5ea6\uff0c\u6df1\u5165\u5206\u6790\u5bfc\u81f4\u6d88\u8d39\u8005\u884c\u4e3a\u53d8\u5316\u7684\u56e0\u7d20\uff0c\u56f4\u7ed5\u5f53\u4e0b\u8ba9\u8425\u9500\u9762\u4e34\u7684\u6311\u6218\u548c\u96be\u9898\u5c55\u5f00\uff0c\u5728\u6bcf\u4e2a\u4e3b\u9898\u4e0b\u5e2e\u52a9\u8425\u9500\u8fbe\u4eba\u4eec\u7b56\u5212\u653b\u7565\uff0c\u5236\u80dc2021\uff01<\/p>\n<\/p>\n

\n

\"\u300a\u8425\u9500\u8fbe\u4eba\u653b\u5173\u518c2021\u300b\"<\/a>
\u300a\u8425\u9500\u8fbe\u4eba\u653b\u5173\u518c2021\u300b<\/span><\/p>\n<\/p><\/div>\n

1. \u65b0\u6d88\u8d39\u8d8b\u52bf\u5728\u75ab\u60c5\u4e0b\u52a0\u901f<\/b><\/p>\n

WARC\u8c03\u67e5\u663e\u793a\uff0c\u4e2d\u56fd\u6d88\u8d39\u8005\u5728\u8d2d\u4e70\u4e0a\u4e0d\u4ec5\u5173\u6ce8\u4ef7\u683c\uff0c\u540c\u65f6\u6d88\u8d39\u8005\u8d8a\u6765\u8d8a\u770b\u91cd\u54c1\u724c\u662f\u5426\u80fd\u7ed9\u4ed6\u4eec\u5e26\u6765\u8d85\u51fa\u4ea7\u54c1\u672c\u8eab\u4e4b\u5916\u7684\u4f53\u9a8c\u3002\u56e0\u75ab\u60c5\u539f\u56e0\uff0c\u4eba\u4eec\u66f4\u8d8b\u5411\u4e8e\u8ffd\u6c42\u5065\u5eb7\u996e\u98df\u548c\u751f\u6d3b\u65b9\u5f0f\u3002\u5927\u5065\u5eb7\u5df2\u53d8\u4e3a\u516c\u53f8\u548c\u54c1\u724c\u52a0\u5f3a\u5f00\u53d1\u548c\u63a8\u5e7f\u65f6\u8003\u8651\u7684\u56e0\u7d20\uff0c\u4ee5\u8fce\u5408\u6d88\u8d39\u8005\u8ffd\u6c42\u5065\u5eb7\u7684\u5fc3\u7406\u548c\u8d8b\u52bf\u3002<\/p>\n

\u5a01\u9a6c\u6c7d\u8f66\u9996\u5e2d\u589e\u957f\u5b98\u738b\u946b\u8c08\u5230\uff1a\u201c\u4eca\u5929\u6211\u4eec\u8bf4\u7684\u2018\u6027\u4ef7\u6bd4\u2019\u6982\u5ff5\u5df2\u7ecf\u5f97\u5230\u63d0\u5347\uff0c\u5b83\u53d8\u6210\u4e86\u4e00\u4e2a\u597d\u7684\u8bcd\u8bed\u3002\u6027\u4ef7\u6bd4\u4e0d\u518d\u6307\u6253\u6298\u3001\u4fc3\u9500\uff0c\u800c\u662f\u5e26\u7ed9\u6d88\u8d39\u8005\u66f4\u591a\u7684\u589e\u503c\u670d\u52a1\u3001\u60c5\u611f\u4f53\u9a8c\uff0c\u751a\u81f3\u5168\u751f\u547d\u5468\u671f\u7684\u670d\u52a1\u3002\u201d<\/p>\n

2.<\/b> \u65b0\u6280\u672f\u548c\u6570\u5b57\u5316\u5de5\u5177\u66f4\u591a\u5730\u88ab\u5e94\u7528\u5230\u8425\u9500\u4e2d<\/b><\/p>\n

\u79fb\u52a8\u652f\u4ed8\u3001\u7535\u5546\u30015G\u3001AI\u7b49\u6280\u672f\u7684\u5feb\u901f\u53d1\u5c55\uff0c\u4f7f\u5f97\u4e2d\u56fd\u5728\u75ab\u60c5\u50ac\u5316\u4e0b\u7684\u6570\u5b57\u5316\u8f6c\u578b\u4e2d\u638c\u63e1\u66f4\u591a\u7684\u4e3b\u52a8\u6027\u3002WARC\u8c03\u67e5\u53d1\u73b0\uff0c51%\u7684\u53d7\u8bbf\u8425\u9500\u4eba\u5c06AI\u662f\u4e3a\u6700\u91cd\u8981\u7684\u65b0\u5174\u6280\u672f\uff0c\u5176\u6b21\u662f\u76f4\u64ad\u6280\u672f\u548c5G\u6280\u672f\u3002\u5728\u6d88\u8d39\u8005\u5c45\u5bb6\u65f6\u95f4\u53d8\u957f\u7684\u60c5\u51b5\u4e0b\uff0c\u901a\u8fc7\u8fd9\u4e9b\u6280\u672f\u80fd\u591f\u66f4\u7cbe\u51c6\u7684\u89e6\u8fbe\u5230\u54c1\u724c\u7684\u6838\u5fc3\u4eba\u7fa4\uff0c\u4e0e\u5176\u4fdd\u6301\u6301\u7eed\u7684\u4e92\u52a8\u3002<\/p>\n

\u5927\u4f17\u6c7d\u8f66\u4e2d\u56fd\u4e58\u7528\u8f66\u54c1\u724c\u9879\u76ee\u90e8\u8d1f\u8d23\u4eba\u674e\u53ef\u559c\u8ba4\u4e3a\uff1a\u201c\u6211\u4eec\u4f5c\u4e3a\u8425\u9500\u4eba\uff0c\u5c31\u5e94\u8be5\u53bb\u63a5\u7eb3\u65b0\u7684\u6280\u672f\u3001\u4f53\u9a8c\u548c\u5de5\u5177\uff0c\u5e76\u6574\u5408\u5230\u6211\u4eec\u7684\u5de5\u4f5c\u9879\u76ee\u4e2d\uff0c\u4ece\u800c\u521b\u9020\u4ee4\u4eba\u5174\u594b\u7684\u3001\u4e0e\u4f17\u4e0d\u540c\u7684\u8425\u9500\u6c9f\u901a\u3002\u201d<\/p>\n

3.<\/b> \u53d1\u6398\u672c\u571f\u54c1\u724c\u548c\u4e0b\u6c89\u5e02\u573a<\/b><\/p>\n

\u5c3d\u7ba1\u4e2d\u56fd\u53d72020\u5e74\u7ecf\u6d4e\u52a8\u8361\u5f71\u54cd\u6700\u5c0f\uff0c\u4f46\u9ad8\u8fbe96%\u7684WARC\u53d7\u8bbf\u8005\u8868\u793a\u4ecd\u4f1a\u57282021\u5e74\u6218\u7565\u4e2d\u91cd\u70b9\u8003\u8651\u7ecf\u6d4e\u4e0a\u7684\u5f71\u54cd\u3002\u4e2d\u56fd\u5927\u529b\u63a8\u5e7f\u5185\u5916\u53cc\u5faa\u73af\u653f\u7b56\uff0c\u672c\u571f\u54c1\u724c\u3001\u56fd\u8d27\u5f97\u76ca\u4e8e\u826f\u597d\u7684\u7ecf\u6d4e\u73af\u5883\uff0c\u91c7\u7528\u66f4\u7b26\u5408\u5f53\u4e0b\u6d88\u8d39\u5fc3\u6001\u7684\u8425\u9500\u65b9\u6cd5\uff0c\u501f\u52bf\u5d1b\u8d77\uff0c\u4fc3\u6210\u4e86\u672c\u571f\u5e02\u573a\u6b23\u6b23\u5411\u8363\u7684\u666f\u8c61\u3002\u540c\u65f6\uff0c\u4e0b\u6c89\u84dd\u6d77\u5e02\u573a\u4e0e\u672c\u571f\u54c1\u724c\u5728\u8425\u9500\u4e0a\u5f62\u6210\u4e00\u80a1\u76f8\u4e92\u52a9\u63a8\u529b\u3002<\/p>\n

\u5609\u58eb\u4f2f\u4e2d\u56fd\u5e02\u573a\u526f\u603b\u88c1\u517c\u9996\u5e2d\u8425\u9500\u5b98\u7b80\u8d75\u8f89\u8868\u793a\uff1a\u201c\u5609\u58eb\u4f2f\u96c6\u56e2\u6253\u9020\u4e86\u4e00\u4e2a\u2018\u672c\u571f\u5f3a\u52bf\u54c1\u724c+\u56fd\u9645\u9ad8\u7aef\u54c1\u724c\u2019\u7684\u54c1\u724c\u77e9\u9635\u3002\u4e8b\u5b9e\u4e0a\uff0c\u672c\u571f\u5f3a\u52bf\u54c1\u724c\u624d\u662f\u6211\u4eec\u4e1a\u52a1\u53d1\u5c55\u7684\u4e2d\u575a\u529b\u91cf\u3002\u201d<\/p>\n

4. \u5e7f\u544a\u548c\u8425\u9500\u884c\u4e1a\u76d1\u7ba1\u5728\u5404\u65b9\u547c\u58f0\u4e2d\u5e94\u8fd0\u800c\u8d77<\/b><\/p>\n

\u75ab\u60c5\u5bfc\u81f4\u5404\u79cd\u7ebf\u4e0aAPP\u7528\u6237\u6ce8\u518c\u6570\u91cf\u6fc0\u589e\uff0c\u9488\u5bf9\u5404\u5f0f\u5404\u6837\u7684\u76f4\u64ad\u7535\u5546\u3001\u793e\u533a\u56e2\u8d2d\u3001\u5e7f\u544a\u8425\u9500\u3001\u66f4\u591a\u7684\u5927\u6570\u636e\u5229\u7528\u4ee5\u53ca\u65b0\u57fa\u5efa\u7ed9\u4ea7\u4e1a\u4e92\u8054\u7f51\u5e26\u6765\u7684\u673a\u4f1a\u30022020\u5e74\u4e2d\u56fd\u5404\u7ea7\u653f\u5e9c\u5bc6\u96c6\u51fa\u53f0\u76f8\u5173\u653f\u7b56\u5bf9\u5e7f\u544a\u8425\u9500\u884c\u4e1a\u4e2d\u7684\u4e00\u4e9b\u65b0\u5174\u4e1a\u6001\u8fdb\u884c\u76d1\u7ba1\u548c\u89c4\u8303\uff0c71%\u63a5\u53d7WARC\u8bbf\u95ee\u7684\u4e2d\u56fd\u8425\u9500\u4eba\u8ba4\u4e3a2021\u5e74\u4e2d\u56fd\u76f8\u5173\u7684\u5e7f\u544a\u8425\u9500\u76d1\u7ba1\u4f1a\u66f4\u52a0\u4e25\u683c\u3002\u670940%\u7684\u4e2d\u56fd\u53d7\u8bbf\u8425\u9500\u4eba\u8868\u793a\u4ed6\u4eec\u5df2\u7ecf\u62e5\u6709\u4e86\u5168\u9762\u7684\u57fa\u4e8e\u9053\u5fb7\u7684\u6570\u636e\u4fdd\u62a4\u7b56\u7565\uff1b\u6709\u4e00\u534a\uff0851%\uff09\u5c06\u8fdb\u4e00\u6b65\u52a0\u5f3a\u4f01\u4e1a\u5185\u7684\u6570\u636e\u4fdd\u62a4\u89c4\u5b9a\u3002<\/p>\n

\u5c0f\u7c73\u96c6\u56e2\u4e92\u8054\u7f51\u4e1a\u52a1\u90e8\u5546\u4e1a\u8425\u9500\u54c1\u724c\u90e8\u603b\u7ecf\u7406\u9648\u9ad8\u94ed<\/span>\u63d0\u5230\uff1a\u201c\u5bf9\u6211\u4eec\u6765\u8bf4\uff0c\u6d88\u8d39\u8005\u7684\u4f53\u9a8c\u548c\u9690\u79c1\u4fdd\u62a4\u662f\u6392\u5728\u7b2c\u4e00\u4f4d\u7684\u3002\u6211\u4eec\u751a\u81f3\u6bd4BAT\u66f4\u4e25\u683c\uff0cBAT\u5c5e\u4e8e\u5e94\u7528\u7ea7\uff1b\u5c0f\u7c73\u5219\u5c5e\u4e8e\u7cfb\u7edf\u7ea7\u3001\u786c\u4ef6\u7ea7\u7684\u4f01\u4e1a\uff0c\u6570\u636e\u7ef4\u5ea6\u548c\u6df1\u5ea6\u90fd\u66f4\u5f3a\u3002\u8fd9\u4e5f\u5c31\u8981\u6c42\u6211\u4eec\u4e00\u5b9a\u8981\u505a\u597d\u8fd9\u65b9\u9762\u7684\u65b9\u6848\uff0c\u66f4\u52a0\u4e25\u683c\u3002\u201d<\/p>\n

5. \u5404\u79cd\u4e0d\u786e\u5b9a\u6027\u548c\u590d\u6742\u6027\u4fc3\u4f7f\u8425\u9500\u4eba\u589e\u52a0\u5e94\u5bf9\u80fd\u529b<\/b><\/p>\n

2021\u5e74\u8fd8\u5c06\u4f1a\u662f\u5145\u5206\u4f53\u73b0\u201c\u6ce2\u52a8\u6027\u3001\u4e0d\u786e\u5b9a\u6027\u3001\u6a21\u7cca\u6027\u3001\u590d\u6742\u6027\u201d\u7684\u4e00\u5e74\u3002\u5b8f\u89c2\u73af\u5883\u7684\u5feb\u901f\u53d8\u5316\u90fd\u5728\u50ac\u4fc3\u54c1\u724c\u4ece\u7ec4\u7ec7\u7ed3\u6784\u4e0a\u8ba9\u81ea\u5df1\u53d8\u5f97\u5f3a\u5927\u3002\u5bf9\u4e8e\u8425\u9500\u56e2\u961f\u5728\u516c\u53f8\u5185\u90e8\u7684\u5f71\u54cd\u529b\uff0c41%\u53d7\u8bbf\u54c1\u724c\u65b9\u8ba4\u4e3a\u6bd4\u524d\u4e00\u5e74\u6709\u6240\u589e\u52a0\uff0c16%\u8ba4\u4e3a\u6ca1\u6709\u53d8\u5316\u3002<\/p>\n

\u56fd\u6cf0\u822a\u7a7a\u54c1\u724c\u3001\u6d1e\u5bdf\u548c\u8425\u9500\u4f20\u64ad\u603b\u7ecf\u7406EDWARD BELL\u63d0\u5230\uff1a\u201c\u5f53\u516c\u53f8\u8d28\u7591\u2018\u6211\u4eec\u662f\u5426\u771f\u7684\u9700\u8981\u8425\u9500\u4eba\u2019\uff0c\u8fd9\u65f6\u5019\u53ea\u6709\u51fa\u73b0\u9500\u552e\u96f6\u589e\u957f\uff0c\u624d\u4f1a\u8ba9CEO\u9762\u5bf9\u73b0\u5b9e\uff0c\u53bb\u627e\u56deCMO\u8bf4\uff1a\u2018\u6211\u4eec\u8fd8\u505a\u670b\u53cb\u5427\u3002\u2019\u201d<\/p>\n

6. \u521b\u610f\u7a81\u7834\u5174\u8da3\u5708\u5c42\uff0c\u5bf9\u63a5\u4e2a\u6027\u5316\u9700\u6c42<\/b><\/p>\n

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\u77e5\u4e4e\u526f\u603b\u88c1\u9ad8\u5f3a\u8868\u793a\uff1a\u201c\u5e74\u8f7b\u53d7\u4f17\u7684\u5185\u5bb9\u6d88\u8d39\u5f62\u5f0f\u4ece\u5782\u76f4\u6d41\u5411\u53d8\u6210\u4e86\u6c34\u5e73\u6d41\u5411\uff0c\u4e5f\u5c31\u662f\u8bf4\uff0c\u4ee5\u524d\u4eba\u4eec\u542c\u4ece\u4e0a\u4e00\u7ea7\u6743\u5a01\u673a\u6784\u548c\u4eba\u58eb\u5bf9\u67d0\u4e8b\u7684\u8bc4\u4ef7\uff0c\u4f46\u73b0\u5728\u7684\u5e74\u8f7b\u4eba\u5219\u503e\u5411\u4e8e\u542c\u53d6\u5468\u8fb9\u4eba\u7684\u610f\u89c1\uff0c\u56e0\u4e3a\u540c\u9f84\u4eba\u7684\u8ba4\u53ef\u5ea6\u4f1a\u66f4\u591a\u5730\u5e26\u7ed9\u4ed6\u4eec\u8ba4\u53ef\u5ea6\u548c\u5f52\u5c5e\u611f\u3002\u201d<\/p>\n

WARC\u300a\u8425\u9500\u8fbe\u4eba\u653b\u5173\u518c2021\u300b\u4ee5\u5b9e\u6548\u8425\u9500\u4e3a\u4e3b\u65e8\uff0c\u4e3a\u8425\u9500\u4eba\u6765\u5e74\u7684\u5de5\u4f5c\u8fdb\u884c\u68b3\u7406\u5e76\u5448\u73b0\u6700\u5b9e\u7528\u7684\u884c\u52a8\u6307\u5357\uff0c\u52a9\u529b\u4e2d\u56fd\u4f01\u4e1a\u548c\u54c1\u724c\u57282021\u5e74\u5236\u5b9a\u8425\u9500\u6218\u7565\u3001\u91cd\u5851\u5546\u4e1a\u76ee\u6807\u3001\u5bfb\u627e\u65b0\u7684\u673a\u9047\u3002<\/p>\n

\u6709\u5173\u300a\u8425\u9500\u8fbe\u4eba\u653b\u5173\u518c2021\u300b\u7684\u8be6\u7ec6\u5185\u5bb9\u548c\u514d\u8d39\u4e0b\u8f7d\uff0c\u656c\u8bf7\u767b\u9646\u7f51\u7ad9<\/a><\/u>\uff0c\u6216\u5173\u6ce8\u5fae\u4fe1\u201cWARCChina\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

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