{"id":3017,"date":"2021-08-31T08:00:06","date_gmt":"2021-08-31T00:00:06","guid":{"rendered":"https:\/\/blog.bestcem.com\/?p=3017"},"modified":"2021-08-30T11:29:57","modified_gmt":"2021-08-30T03:29:57","slug":"10%e5%a4%a7%e6%b6%88%e8%b4%b9%e8%80%85%e6%8e%a2%e7%a9%b6%e6%a8%a1%e5%9e%8b%ef%bc%8c%e5%85%a8%e9%9d%a2%e6%b4%9e%e5%af%9f%e6%b6%88%e8%b4%b9%e8%a1%8c%e4%b8%ba-%e5%bb%ba%e8%ae%ae%e6%94%b6%e8%97%8f","status":"publish","type":"post","link":"https:\/\/www.bestcem.com\/blog\/10%e5%a4%a7%e6%b6%88%e8%b4%b9%e8%80%85%e6%8e%a2%e7%a9%b6%e6%a8%a1%e5%9e%8b%ef%bc%8c%e5%85%a8%e9%9d%a2%e6%b4%9e%e5%af%9f%e6%b6%88%e8%b4%b9%e8%a1%8c%e4%b8%ba-%e5%bb%ba%e8%ae%ae%e6%94%b6%e8%97%8f\/","title":{"rendered":"10\u5927\u6d88\u8d39\u8005\u63a2\u7a76\u6a21\u578b\uff0c\u5168\u9762\u6d1e\u5bdf\u6d88\u8d39\u884c\u4e3a | \u5efa\u8bae\u6536\u85cf"},"content":{"rendered":"<blockquote>\n<p style=\"text-align: center;\">\u5546\u4e1a\u5947\u624d\u53f2\u7389\u67f1\u66fe\u8bf4\uff1a\u201c\u54c1\u724c\u7684\u552f\u4e00\u8001\u5e08\u662f\u6d88\u8d39\u8005\u3002\u201d<\/p>\n<\/blockquote>\n<p>\u4e8b\u5b9e\u4e0a\uff0c\u4f01\u4e1a\u5728\u54c1\u724c\u8425\u9500\u4e2d\uff0c\u5982\u4f55\u5411\u8fd9\u4e9b\u8001\u5e08\u4eec\u201c\u8bf7\u6559\u201d\u5374\u662f\u4e2a\u96be\u9898\u3002<strong><a href=\"https:\/\/www.bestcem.com\/\">\u500d\u5e02\u5f97<\/a><\/strong>\u57fa\u4e8e\u957f\u671f\u6d88\u8d39\u8005\u7814\u7a76\u7ecf\u9a8c\uff0c\u6574\u740610\u5927\u6d88\u8d39\u8005\u7814\u7a76\u6a21\u578b\u5982\u4e0b\uff1a<\/p>\n<h4><strong>01\u3001U&amp;A\u6a21\u578b<\/strong><\/h4>\n<p>\u6d88\u8d39\u8005U&amp;A\u7814\u7a76(Usage and Attitude Research)\uff0c\u662f\u6307\u6d88\u8d39\u8005\u4f7f\u7528\u4e60\u60ef\u548c\u6001\u5ea6\u7814\u7a76\uff0c\u88ab\u5e7f\u6cdb\u5e94\u7528\u4e8e\u5bb6\u7535\u3001\u98df\u54c1\/\u996e\u6599\u3001\u5316\u5986\u54c1\/ \u6d17\u6da4\u54c1\u3001\u65e5\u7528\u54c1\u7b49\u5feb\u901f\u6d88\u8d39\u54c1\u548c\u8010\u7528\u6d88\u8d39\u54c1\u7684\u6d88\u8d39\u8005\u7814\u7a76\u4e2d\u3002<\/p>\n<p>\u901a\u8fc7 U&amp;A \u6a21\u578b\uff0c\u4f01\u4e1a\u53ef\u4ee5\u51c6\u786e\u6d4b\u91cf\u51fa\u88ab\u6d4b\u4ea7\u54c1\u7684\u5e02\u573a\u72b6\u51b5\u3001\u76ee\u6807\u6d88\u8d39\u8005\u72b6\u51b5\u3001\u7ade\u4e89\u5bf9\u624b\u72b6\u51b5\u4ee5\u53ca\u6d88\u8d39\u8005\u7279\u5f81\u3001\u6d88\u8d39\u8005\u884c\u4e3a\uff0c\u4ece\u800c\u4e3a\u4f01\u4e1a\u4e0b\u4e00\u6b65\u7684\u5e02\u573a\u7b56\u7565\u6216\u5e02\u573a\u63a8\u5e7f\u63d0\u4f9b\u6307\u5bfc\u6027\u4f9d\u636e\u3002<\/p>\n<p>\u5176\u7814\u7a76\u5185\u5bb9\u5305\u62ec\uff1a\u6d88\u8d39\u8005\u5bf9\u4ea7\u54c1\/\u5e7f\u544a\u7684\u8ba4\u77e5\u3001\u6d88\u8d39\u8005\u4f7f\u7528\u548c\u8d2d\u4e70\u4e60\u60ef\u3001\u6d88\u8d39\u8005\u6ee1\u610f\u5ea6\u8bc4\u4ef7\u3001\u6d88\u8d39\u8005\u5a92\u4f53\u4e60\u60ef\u3001\u6d88\u8d39\u8005\u5bf9\u5e02\u573a\u63a8\u5e7f\u6d3b\u52a8\u7684\u6001\u5ea6\u7b49\u4e00\u7cfb\u5217\u6307\u6807\u3002<\/p>\n<h4><strong>02\u3001AIDMA\u6a21\u578b<\/strong><\/h4>\n<p>AIDMA\u6a21\u578b\u662f\u6d88\u8d39\u8005\u884c\u4e3a\u5b66\u9886\u57df\u5f88\u6210\u719f\u7684\u7406\u8bba\u6a21\u578b\u4e4b\u4e00\uff0c\u7531\u7f8e\u56fd\u5e7f\u544a\u5b66\u5bb6E.S.\u5218\u6613\u65af\u57281898\u5e74\u63d0\u51fa\u3002\u8be5\u7406\u8bba\u8ba4\u4e3a\uff0c\u6d88\u8d39\u8005\u4ece\u63a5\u89e6\u5230\u4fe1\u606f\u5230\u6700\u540e\u8fbe\u6210\u8d2d\u4e70\uff0c\u4f1a\u7ecf\u5386\u8fd95\u4e2a\u9636\u6bb5\uff1a<\/p>\n<ul>\n<li>A\uff1aAttention\u2014\u2014\u5f15\u8d77\u6ce8\u610f<\/li>\n<li>I \uff1aInterest \u2014\u2014\u5f15\u8d77\u5174\u8da3<\/li>\n<li>D\uff1aDesire(\u5524\u8d77\u6b32\u671b)<\/li>\n<li>M\uff1aMemory(\u7559\u4e0b\u8bb0\u5fc6)<\/li>\n<li>A\uff1aAction(\u8d2d\u4e70\u884c\u52a8)<\/li>\n<\/ul>\n<p>AIDMA\u6a21\u578b\u5c06\u6d88\u8d39\u8005\u7684\u8d2d\u4e70\u884c\u4e3a\u6a21\u578b\u5316\uff0c\u6709\u52a9\u4e8e\u5e7f\u544a\u4e3b\u7cfb\u7edf\u7684\u7814\u7a76\u6d88\u8d39\u8005\u540e\u66f4\u6709\u6548\u7684\u8fdb\u884c\u7684\u5546\u54c1\u7684\u5ba3\u4f20\u3002\u4f46\u8be5\u7406\u8bba\u5e76\u6ca1\u6709\u5177\u4f53\u7ec6\u5316\u5230\u4e0d\u540c\u7684\u5546\u54c1\u7c7b\u522b\uff0c\u8fd9\u4e3a\u540e\u6765\u7684AISAS\u6a21\u578b\u7684\u4ea7\u751f\u5960\u5b9a\u4e86\u57fa\u7840\u3002<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-3018\" src=\"https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/1-1.jpg\" alt=\"\" width=\"500\" height=\"223\" srcset=\"https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/1-1.jpg 1080w, https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/1-1-300x134.jpg 300w, https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/1-1-1024x456.jpg 1024w, https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/1-1-768x342.jpg 768w, https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/1-1-135x60.jpg 135w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<h4>03\u3001AISAS\u6a21\u578b<\/h4>\n<p>AISAS\u6a21\u5f0f\u662f\u7531\u7535\u901a\u516c\u53f8\u9488\u5bf9\u4e92\u8054\u7f51\u4e0e\u65e0\u7ebf\u5e94\u7528\u65f6\u4ee3\u6d88\u8d39\u8005\u751f\u6d3b\u5f62\u6001\u7684\u53d8\u5316\uff0c\u800c\u63d0\u51fa\u7684\u4e00\u79cd\u5168\u65b0\u7684\u6d88\u8d39\u8005\u884c\u4e3a\u5206\u6790\u6a21\u578b\u3002\u5f3a\u8c03\u5404\u4e2a\u73af\u8282\u7684\u5207\u5165\uff0c\u7d27\u6263\u7528\u6237\u4f53\u9a8c\uff1a<\/p>\n<ul>\n<li>A\uff1aAttention\u2014\u2014\u5f15\u8d77\u6ce8\u610f<\/li>\n<li>I\uff1aInterest\u2014\u2014\u5f15\u8d77\u5174\u8da3<\/li>\n<li>S\uff1aSearch\u2014\u2014\u8fdb\u884c\u641c\u7d22<\/li>\n<li>A\uff1aAction\u2014\u2014\u8d2d\u4e70\u884c\u52a8<\/li>\n<li>S\uff1aShare\u2014\u2014\u4eba\u4eba\u5206\u4eab<\/li>\n<\/ul>\n<p>\u6839\u636e\u7535\u901a\u516c\u53f8\u7684\u8c03\u67e5\u6570\u636e\uff0c\u5728\u5546\u54c1\u8ba4\u77e5\u9636\u6bb5\uff0c\u6d88\u8d39\u8005\u7684\u4fe1\u606f\u6765\u6e90\u4ee5\u7535\u89c6\u3001\u62a5\u7eb8\u3001\u6742\u5fd7\u3001\u6237\u5916\u3001\u4e92\u8054\u7f51\u7b49\u5a92\u4f53\u5e7f\u544a\u4e3a\u4e3b;\u5728\u7406\u89e3\u5546\u54c1\u53ca\u6bd4\u8f83\u63a2\u8ba8\u548c\u51b3\u5b9a\u8d2d\u4e70\u7684\u9636\u6bb5\uff0c\u9664\u4e86\u4eb2\u4e34\u5e97\u5934\u4e4b\u5916\uff0c\u4e92\u8054\u7f51\u53ca\u53e3\u7891\u76f8\u4f20\u662f\u5176\u4e3b\u8981\u4fe1\u606f\u6765\u6e90\u4e0e\u51b3\u7b56\u4f9d\u636e\u3002<\/p>\n<p>\u57fa\u4e8e\u4ee5\u4e0a\u4e00\u7cfb\u5217\u7684\u7814\u7a76\u4e0e\u63a2\u8ba8\uff0cAISAS\u6a21\u578b\u57fa\u4e8e\u7f51\u7edc\u65f6\u4ee3\u5e02\u573a\u7279\u5f81\u91cd\u6784\uff0c\u5c06\u6d88\u8d39\u8005\u5728\u6ce8\u610f\u5546\u54c1\u5e76\u4ea7\u751f\u5174\u8da3\u540e\u7684\u4fe1\u606f\u641c\u96c6(Search)\uff0c\u4ee5\u53ca\u4ea7\u751f\u8d2d\u4e70\u884c\u52a8\u4e4b\u540e\u7684\u4fe1\u606f\u5206\u4eab(Share)\uff0c\u4f5c\u4e3a\u4e24\u4e2a\u91cd\u8981\u73af\u8282\u6765\u8003\u91cf\uff0c\u8fd9\u4e24\u4e2a\u73af\u8282\u90fd\u79bb\u4e0d\u5f00\u6d88\u8d39\u8005\u5bf9\u4e92\u8054\u7f51(\u5305\u62ec\u65e0\u7ebf\u4e92\u8054\u7f51)\u7684\u5e94\u7528\u3002<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-3019\" src=\"https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/2-1.jpg\" alt=\"\" width=\"500\" height=\"281\" srcset=\"https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/2-1.jpg 1080w, https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/2-1-300x169.jpg 300w, https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/2-1-1024x576.jpg 1024w, https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/2-1-768x432.jpg 768w, https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/2-1-107x60.jpg 107w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<h4>04\u3001AIDEES\u6a21\u578b<\/h4>\n<p>AIDEES\u6a21\u578b\u662f\u57fa\u4e8eAIDMA\u539f\u5219\u3001\u5728CGM(ConsumerGenerated Media\uff0c\u5373\u6d88\u8d39\u8005\u4ea7\u751f\u5a92\u4f53)\u73af\u5883\u4e0b\u7684\u6d88\u8d39\u8005\u5fc3\u7406\u884c\u4e3a\u6a21\u578b\uff0c\u628a\u6d88\u8d39\u8005\u7684\u5fc3\u7406\u53d1\u5c55\u5206\u4e3a\u516d\u4e2a\u9636\u6bb5\uff1a<\/p>\n<ul>\n<li>A\uff1aAttention\u2014\u2014\u5f15\u8d77\u6ce8\u610f<\/li>\n<li>I\uff1aInterest\u2014\u2014\u5f15\u8d77\u5174\u8da3<\/li>\n<li>D\uff1aDesire\u2014\u2014\u4ea7\u751f\u6b32\u671b<\/li>\n<li>E\uff1aExperience\u2014\u2014\u4f53\u9a8c<\/li>\n<li>E\uff1aEnthusiasm\u2014\u2014\u70ed\u60c5<\/li>\n<li>S\uff1aShare\u2014\u2014\u4eba\u4eba\u5206\u4eab<\/li>\n<\/ul>\n<p>AISAS\u5f3a\u8c03\u7684\u662f\u8ddfAIDMA\u7684\u8d44\u8baf\u6d41\u5dee\u5f02\u3002\u4e0b\u56fe\u4e3aAIDEES\u8ddfAISAS\u7684\u5dee\u5f02\uff1a<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-3020\" src=\"https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/3-1.jpg\" alt=\"\" width=\"500\" height=\"269\" srcset=\"https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/3-1.jpg 1016w, https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/3-1-300x162.jpg 300w, https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/3-1-768x413.jpg 768w, https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/3-1-111x60.jpg 111w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<p>\u54c1\u724c\u4e0e\u6d88\u8d39\u8005\u4e92\u52a8\u662f\u4e00\u4e2a\u65e0\u9650\u5faa\u73af\u7684\u8fc7\u7a0b\uff0c\u5f53\u6d88\u8d39\u8005\u5f00\u59cb\u8ddf\u522b\u4eba\u5206\u4eab\u5176\u6240\u4e70\u5230\u7684\u5546\u54c1\u65f6\uff0c\u5f88\u53ef\u80fd\u4e5f\u5f15\u8d77\u4e0b\u4e00\u4e2a\u751a\u81f3\u66f4\u591a\u4eba\u5f00\u59cb\u5173\u6ce8\u8fd9\u4e2a\u5546\u54c1\u6216\u54c1\u724c\u3002<\/p>\n<p>\u5982\u6b64\uff0c\u4e00\u4e2a\u597d\u7684\u53e3\u7891\u4f20\u64ad\u53c8\u6709\u53ef\u80fd\u5f15\u51fa\u4e0b\u4e00\u4e2a\u4ebaAIDEES\u7684\u8fc7\u7a0b\uff0c\u5c31\u5982\u4e0b\u56fe\uff1a<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-3021\" src=\"https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/4-1.jpg\" alt=\"\" width=\"500\" height=\"339\" srcset=\"https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/4-1.jpg 1080w, https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/4-1-300x203.jpg 300w, https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/4-1-1024x694.jpg 1024w, https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/4-1-768x521.jpg 768w, https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/4-1-89x60.jpg 89w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/><\/p>\n<p>\u8fd9\u4e5f\u7ed9\u54c1\u724c\u8425\u9500\u7b56\u5212\u63d0\u51fa\u66f4\u9ad8\u7684\u8981\u6c42\uff0c\u901a\u8fc7\u53e3\u7891\u5e73\u53f0\u8ba9\u4e00\u4e2a\u4eba\u7684\u201cS\u201d\u987a\u5229\u548c\u53e6\u4e00\u4e2a\u4eba\u7684\u201cA&#8221;\u63a5\u8f68\uff0c\u4ece\u800c\u8ba9\u53e3\u7891\u4f20\u8f93\u8fc7\u7a0b\u53ef\u89c6\u5316\uff1a<\/p>\n<p><img loading=\"lazy\" class=\"aligncenter wp-image-3022\" src=\"https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/5-1.jpg\" alt=\"\" width=\"500\" height=\"281\" srcset=\"https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/5-1.jpg 1080w, https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/5-1-300x169.jpg 300w, https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/5-1-1024x576.jpg 1024w, https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/5-1-768x432.jpg 768w, https:\/\/blog.bestcem.com\/wp-content\/uploads\/2021\/08\/5-1-107x60.jpg 107w\" sizes=\"(max-width: 500px) 100vw, 500px\" 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