{"id":3173,"date":"2017-10-04T15:05:29","date_gmt":"2017-10-04T18:05:29","guid":{"rendered":"https:\/\/www.alicewonders.ws\/blog\/?p=3173"},"modified":"2026-10-19T12:08:54","modified_gmt":"2026-10-19T15:08:54","slug":"retail-marketing-results-zh","status":"publish","type":"post","link":"https:\/\/www.alicewonders.ws\/blog\/zh\/2017\/10\/04\/retail-marketing-results-zh\/","title":{"rendered":"\u96f6\u552e\u8425\u9500\uff1a\u4f60\u7684\u6210\u679c\u7a76\u7adf\u610f\u5473\u7740\u4ec0\u4e48\uff1f"},"content":{"rendered":"<p>\u6269\u5927\u9500\u552e\u3001\u9884\u5224\u8d8b\u52bf\uff0c\u662f\u8bb8\u591a\u5e02\u573a\u7ecf\u7406\u9762\u4e34\u7684\u6311\u6218\u3002\u66f4\u9ebb\u70e6\u7684\u662f\uff0c\u4ed6\u4eec\u8fd8\u9700\u8981\u5411\u5229\u76ca\u76f8\u5173\u65b9\u8bc1\u660e\u7b56\u7565\u7684\u6210\u6548\u3002<\/p>\n<p>\u4e0d\u8fc7\uff0c\u5982\u679c\u4f60\u80fd\u5bf9\u96f6\u552e\u8425\u9500\u7684\u6570\u636e\u8fdb\u884c\u6709\u6548\u5206\u6790\uff0c\u5c31\u80fd\u66f4\u8f7b\u677e\u5730\u63a8\u52a8\u4e1a\u52a1\u521b\u65b0\uff0c\u5e76\u5411\u7ba1\u7406\u5c42\u5c55\u793a\u8fd9\u4e9b\u4e3e\u63aa\u7684\u8fdb\u5c55\u3002\u6b63\u56e0\u5982\u6b64\uff0c\u672c\u6587\u5c06\u4e3a\u4f60\u4ecb\u7ecd\u5982\u4f55\u7cbe\u51c6\u5206\u6790\u8425\u9500\u6210\u679c\u3002<\/p>\n<p>\u6b64\u5916\uff0c\u6211\u4eec\u8fd8\u4f1a\u8c08\u8c08\u68b3\u7406\u8fd9\u4e9b\u6570\u636e\u80fd\u4e3a\u4f60\u7684\u4f01\u4e1a\u5e26\u6765\u54ea\u4e9b\u597d\u5904\u3002\u60f3\u66f4\u597d\u5730\u4e86\u89e3\u4f60\u7684\u96f6\u552e\u8425\u9500\u6210\u679c\u7a76\u7adf\u8bf4\u660e\u4e86\u4ec0\u4e48\u5417\uff1f\u8bf7\u7ee7\u7eed\u9605\u8bfb\u5427\uff01<\/p>\n<h2>\u5230\u5e95\u8be5\u5982\u4f55\u5206\u6790\u4f60\u7684\u7b56\u7565\u6210\u679c\uff1f<\/h2>\n<p>\u5e02\u573a\u4e0a\u7684\u5927\u578b\u96f6\u552e\u8fde\u9501\u4f01\u4e1a\u90fd\u5728\u60f3\u65b9\u8bbe\u6cd5\u4e0d\u65ad\u63d0\u5347\u9500\u91cf\uff0c\u6216\u662f\u633d\u56de\u56e0\u67d0\u4e9b\u7279\u5b9a\u56e0\u7d20\u9020\u6210\u7684\u4e0b\u6ed1\u3002\u6700\u5927\u7684\u7591\u95ee\u5728\u4e8e\uff1a\u5e94\u8be5\u91c7\u7528\u4ec0\u4e48\u65b9\u6cd5\u6765\u8861\u91cf\u6570\u636e\uff0c\u8ba9\u7b56\u7565\u53d6\u5f97\u6210\u529f\uff1f<\/p>\n<p>\u8fd9\u4e2a\u95ee\u9898\u7684\u7b54\u6848\u5176\u5b9e\u5f88\u7b80\u5355\uff1a\u8bbe\u5b9a\u6307\u6807\uff01<\/p>\n<p>\u6307\u6807\u662f\u7528\u6765\u8861\u91cf\u8425\u9500\u6d3b\u52a8\u8868\u73b0\u7684\u5de5\u5177\uff0c\u53ef\u4ee5\u7528\u4e8e\u91cf\u5316\u8d8b\u52bf\u3001\u4e1a\u52a1\u53d8\u91cf\u3001\u6d88\u8d39\u8005\u884c\u4e3a\u6216\u5176\u4ed6\u9700\u8981\u5206\u6790\u7684\u7ed3\u679c\u3002<\/p>\n<p>\u597d\u4e86\uff0c\u65e2\u7136\u4f60\u5df2\u7ecf\u4e86\u89e3\u4e86\u57fa\u672c\u6982\u5ff5\uff0c\u4e0b\u9762\u6211\u4eec\u5c31\u6765\u770b\u770b\u51e0\u4e2a\u5bf9\u4f60\u7684\u4e1a\u52a1\u81f3\u5173\u91cd\u8981\u7684\u6307\u6807\uff01<\/p>\n<h2>\u96f6\u552e\u8425\u9500\u7684\u4e3b\u8981\u6307\u6807\u6709\u54ea\u4e9b\uff1f<\/h2>\n<p>\u9996\u5148\u9700\u8981\u5f3a\u8c03\u7684\u662f\uff0c\u6307\u6807\u79cd\u7c7b\u7e41\u591a\uff0c\u6bcf\u79cd\u6307\u6807\u90fd\u6709\u5176\u9002\u7528\u7684\u4e1a\u52a1\u7c7b\u578b\u3002\u7531\u4e8e\u672c\u6587\u7684\u4e3b\u9898\u662f\u96f6\u552e\u8425\u9500\uff0c\u6211\u4eec\u5c06\u91cd\u70b9\u5173\u6ce8\u4e0e\u9500\u552e\u548c\u5ba2\u6237\u5173\u7cfb\u76f8\u5173\u7684\u6307\u6807\u3002<\/p>\n<p>\u4e0b\u9762\u662f\u6211\u4eec\u6311\u9009\u51fa\u7684 4 \u4e2a\u6307\u6807\uff1a<\/p>\n<h3>1. ROI\uff08\u6295\u8d44\u56de\u62a5\u7387\uff09<\/h3>\n<p>\u867d\u7136 ROI \u6709\u591a\u79cd\u8ba1\u7b97\u65b9\u5f0f\uff0c\u4f46\u5728\u96f6\u552e\u8425\u9500\u4e2d\uff0c\u5b83\u53ef\u4ee5\u5e2e\u52a9\u4f60\u4e86\u89e3\u5728\u95e8\u5e97\u7684\u6bcf\u4e00\u7b14\u6295\u8d44\u83b7\u5f97\u4e86\u591a\u5c11\u56de\u62a5\u2014\u2014\u6362\u53e5\u8bdd\u8bf4\uff0c\u5c31\u662f\u770b\u9500\u552e\u7ec8\u7aef\u7684\u8d26\u7b97\u4e0d\u7b97\u5f97\u8fc7\u6765\u3002<\/p>\n<p>\u8981\u8ba1\u7b97 ROI\uff0c\u9700\u8981\u7528\u8425\u4e1a\u989d\u9664\u4ee5\u8425\u9500\u603b\u6295\u5165\u3002\u4f8b\u5982\uff0c\u5982\u679c\u4f60\u6295\u5165\u4e86 10,000.00 \u96f7\u4e9a\u5c14\uff0c\u83b7\u5f97\u4e86 100,000.00 \u96f7\u4e9a\u5c14\u7684\u8425\u4e1a\u989d\uff0c\u90a3\u4e48\u4f60\u7684 ROI \u5c31\u662f 10.00 \u96f7\u4e9a\u5c14\u3002<\/p>\n<p>\u4e5f\u5c31\u662f\u8bf4\uff0c\u6bcf\u6295\u5165 1 \u96f7\u4e9a\u5c14\uff0c\u4f01\u4e1a\u5c31\u83b7\u5f97\u4e86 10.00 \u96f7\u4e9a\u5c14\u7684\u6536\u76ca\u2014\u2014\u8fd9\u610f\u5473\u7740\u8425\u4e1a\u989d\u7684 10% \u7528\u4e8e\u4e86\u8425\u9500\u3002\u800c\u5982\u679c\u653e\u5728\u96f6\u552e\u884c\u4e1a\u4e2d\u6765\u770b\uff08\u96f6\u552e\u4e1a\u901a\u5e38\u5c06\u8425\u4e1a\u989d\u7684 1% \u81f3 8% \u7528\u4e8e\u8425\u9500\u6295\u5165\uff09\uff0c\u6211\u4eec\u4f1a\u53d1\u73b0\u8fd9\u4e2a\u6570\u5b57\u8fd8\u6709\u5f85\u6539\u5584\u3002<\/p>\n<p>\u4e3a\u6b64\uff0c\u8bf7\u8bb0\u4f4f\uff0cROI \u65e2\u53ef\u4ee5\u7528\u6765\u5206\u6790\u6574\u4f53\u7b56\u7565\uff0c\u4e5f\u53ef\u4ee5\u7528\u6765\u5206\u6790\u6bcf\u4e00\u9879\u5177\u4f53\u7684\u8425\u9500\u6d3b\u52a8\u3002\u8fd9\u6837\u4f60\u5c31\u80fd\u51c6\u786e\u77e5\u9053\u5e94\u8be5\u52a0\u5927\u54ea\u4e9b\u6295\u5165\u3001\u780d\u6389\u54ea\u4e9b\u9879\u76ee\uff0c\u4ece\u800c\u63d0\u5347\u6574\u4f53\u6210\u6548\u3002<\/p>\n<h3>2. CAC\uff08\u5ba2\u6237\u83b7\u53d6\u6210\u672c\uff09<\/h3>\n<p>\u4e00\u822c\u800c\u8a00\uff0cCAC \u662f\u7528\u6765\u8861\u91cf\u4f01\u4e1a\u83b7\u53d6\u6bcf\u4e00\u4f4d\u65b0\u5ba2\u6237\u9700\u8981\u82b1\u8d39\u591a\u5c11\u6210\u672c\u7684\u6307\u6807\u3002\u5177\u4f53\u5230\u96f6\u552e\u8425\u9500\uff0c\u6709\u4e00\u4e9b\u53d8\u91cf\u4f1a\u5f71\u54cd\u8fd9\u4e00\u6570\u503c\uff0c\u5176\u4e2d\u5305\u62ec\uff1a<\/p>\n<ul>\n<li>\u5b63\u8282\u6027\uff1b<\/li>\n<li>\u5e02\u573a\u7ade\u4e89\u7a0b\u5ea6\uff1b<\/li>\n<li>\u54c1\u724c\u8d44\u4ea7\u3002<\/li>\n<\/ul>\n<p>\u6b64\u5916\uff0c\u8425\u9500\u4eba\u5458\u5fc5\u987b\u61c2\u5f97\u5206\u6790\u54ea\u4e9b\u56e0\u7d20\u6709\u52a9\u4e8e\u964d\u4f4e\u5355\u4e2a\u5ba2\u6237\u7684\u83b7\u53d6\u6210\u672c\u3002\u8fd9\u6837\u4e00\u6765\uff0c\u5c31\u80fd\u66f4\u8f7b\u677e\u5730\u8bc1\u660e\u8425\u9500\u6d3b\u52a8\u6b63\u5728\u63d0\u5347\u9500\u91cf\u3001\u964d\u4f4e\u4e1a\u52a1\u6210\u672c\u2014\u2014\u4e5f\u5c31\u662f\u8bf4\uff0c\u8425\u9500\u662f\u6536\u5165\u6765\u6e90\uff0c\u800c\u4e0d\u662f\u5f00\u652f\u3002<\/p>\n<h3>3. \u8f6c\u5316\u7387<\/h3>\n<p>\u8f6c\u5316\u7387\u662f\u7535\u5546\u4f01\u4e1a\u975e\u5e38\u5e38\u7528\u7684\u6307\u6807\u3002\u4e0d\u8fc7\uff0c\u5b83\u540c\u6837\u53ef\u4ee5\u5e94\u7528\u4e8e\u96f6\u552e\u8425\u9500\uff0c\u7528\u6765\u5206\u6790\u6210\u4ea4\u6570\u91cf\u4e0e\u5230\u8bbf\u9500\u552e\u7ec8\u7aef\u5e76\u5bf9\u4ea7\u54c1\u611f\u5174\u8da3\u7684\u987e\u5ba2\u6570\u91cf\u4e4b\u95f4\u7684\u5173\u7cfb\u3002<\/p>\n<p>\u8fd9\u4e00\u6307\u6807\u7684\u4e3b\u8981\u76ee\u7684\u662f\u8861\u91cf\u9500\u552e\u7ec8\u7aef\u548c\u9500\u552e\u56e2\u961f\u7684\u6548\u7387\uff0c\u8fdb\u800c\u5236\u5b9a\u7b56\u7565\uff0c\u5438\u5f15\u5e76\u7559\u4f4f\u90a3\u4e9b\u5c1a\u672a\u5728\u4f60\u8fd9\u91cc\u6d88\u8d39\u7684\u6f5c\u5728\u5ba2\u6237\u3002<\/p>\n<h3>4. 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