{"id":3188,"date":"2017-10-24T11:12:05","date_gmt":"2017-10-24T14:12:05","guid":{"rendered":"https:\/\/www.alicewonders.ws\/blog\/?p=3188"},"modified":"2026-10-19T12:08:54","modified_gmt":"2026-10-19T15:08:54","slug":"how-to-sell-more-retail-marketing-zh","status":"publish","type":"post","link":"https:\/\/www.alicewonders.ws\/blog\/zh\/2017\/10\/24\/how-to-sell-more-retail-marketing-zh\/","title":{"rendered":"\u5982\u4f55\u501f\u52a9\u96f6\u552e\u8425\u9500\u63d0\u5347\u9500\u91cf\uff1f\u4e00\u6587\u8bfb\u61c2\uff01"},"content":{"rendered":"<p>\u96f6\u552e\u5546\u548c\u8425\u9500\u7ecf\u7406\u9700\u8981\u5236\u5b9a\u7b56\u7565\uff0c\u66f4\u91cd\u8981\u7684\u662f\uff0c\u8981\u61c2\u5f97\u5982\u4f55\u5728\u4e00\u4e2a\u65e5\u65b0\u6708\u5f02\u7684\u5e02\u573a\u4e2d\u5356\u5f97\u66f4\u591a\u3002\u4e3a\u6b64\uff0c\u6211\u4eec\u5fc5\u987b\u8ba4\u8bc6\u5230\u987e\u5ba2\u884c\u4e3a\u5df2\u7ecf\u53d1\u751f\u4e86\u53d8\u5316\uff1a\u8fc7\u53bb\uff0c\u53ea\u9700\u76ef\u7d27\u6536\u94f6\u53f0\u3001\u518d\u8f85\u4ee5\u4e00\u4e9b\u96f6\u661f\u7684\u4fc3\u9500\u6d3b\u52a8\uff0c\u5c31\u8db3\u4ee5\u786e\u4fdd\u826f\u597d\u7684\u4e1a\u7ee9\uff1b\u800c\u5982\u4eca\uff0c\u4eba\u4eec\u8981\u6c42\u7684\u662f\u521b\u65b0\u3002<\/p>\n<p>\u56e0\u6b64\uff0c\u6211\u4eec\u9700\u8981\u91cd\u65b0\u601d\u8003\u5e76\u91cd\u65b0\u5b9a\u4e49\u96f6\u552e\u8425\u9500\uff0c\u4ee5\u6ee1\u8db3\u6d88\u8d39\u8005\u7684\u65b0\u9700\u6c42\u2014\u2014\u6d88\u8d39\u8005\u4e0d\u518d\u53ea\u662f\u4ea4\u6613\u4e2d\u7684\u4e00\u4e2a\u7ec6\u8282\uff0c\u800c\u662f\u8981\u6c42\u81ea\u5df1\u7684\u7279\u5b9a\u9700\u6c42\u548c\u613f\u671b\u5f97\u5230\u6ee1\u8db3\u3002<\/p>\n<p>\u4e3a\u4e86\u5e2e\u52a9\u4f60\u5e94\u5bf9\u8fd9\u4e00\u6311\u6218\uff0c\u672c\u6587\u5c06\u4ecb\u7ecd\u5982\u4f55\u501f\u52a9\u96f6\u552e\u8425\u9500\u63d0\u5347\u9500\u552e\u4e1a\u7ee9\u3002\u60f3\u7d27\u8ddf\u65b0\u8d8b\u52bf\u3001\u5356\u5f97\u66f4\u591a\uff1f\u90a3\u5c31\u7ee7\u7eed\u5f80\u4e0b\u8bfb\u5427\uff01<\/p>\n<h2>\u6253\u9020\u4e2a\u6027\u5316\u7684\u987e\u5ba2\u4f53\u9a8c<\/h2>\n<p>\u4f60\u4e00\u5b9a\u5df2\u7ecf\u6ce8\u610f\u5230\uff0c\u4eba\u4eec\u7684\u8054\u7f51\u7a0b\u5ea6\u8d8a\u6765\u8d8a\u9ad8\uff08\u901a\u8fc7\u53ef\u4e0a\u7f51\u7684\u667a\u80fd\u624b\u673a\u3001\u5e73\u677f\u7535\u8111\u7b49\uff09\uff0c\u5bf9\u5427\uff1f\u5728\u79fb\u52a8\u8bbe\u5907\u4e0a\uff0c\u7528\u6237\u53ef\u4ee5\u968f\u624b\u83b7\u53d6\u60f3\u8981\u67e5\u627e\u7684\u5404\u79cd\u4fe1\u606f\u3002\u56e0\u6b64\uff0c\u4f60\u7684 POS \u9700\u8981\u9002\u5e94\u8fd9\u79cd\u6d88\u8d39\u8005\u884c\u4e3a\uff0c\u624d\u80fd<a href=\"http:\/\/alicewonders.ws\/pt-br\/future-of-retail\/a-experiencia-a-relevancia-e-o-shopper-?utm_source=blog&amp;utm_campaign=rc_blogpost\">\u63d0\u4f9b\u4ed6\u4eec\u6240\u8ffd\u6c42\u7684\u4f53\u9a8c<\/a>\u3002<\/p>\n<p>\u6240\u4ee5\uff0c\u96f6\u552e\u8425\u9500\u6d3b\u52a8\u9700\u8981\u66f4\u52a0\u5b9a\u5236\u5316\u3002\u4e5f\u5c31\u662f\u8bf4\uff0c\u8425\u9500\u6d3b\u52a8\u7684\u8bbe\u8ba1\u5e94\u987a\u5e94\u4e16\u754c\u7684\u8fd9\u4e9b\u53d8\u5316\uff0c\u4ece\u987e\u5ba2\u5230\u5e97\u76f4\u81f3\u552e\u540e\uff0c\u4e3a\u6bcf\u4e00\u4f4d\u987e\u5ba2\u63d0\u4f9b\u66f4\u597d\u7684\u4f53\u9a8c\u3002\u4e3a\u6b64\uff0c\u8bf7\u601d\u8003\u4f60\u80fd\u505a\u4e9b\u4ec0\u4e48\uff0c\u6765\u63d0\u4f9b\u4e00\u79cd\u4e0e\u4f17\u4e0d\u540c\u3001\u4ee4\u4eba\u60ca\u559c\u3001\u6fc0\u52a8\u4eba\u5fc3\u4e14\u72ec\u4e00\u65e0\u4e8c\u7684\u4f53\u9a8c\u3002<\/p>\n<p>\u8bf7\u8bb0\u4f4f\uff0c\u4ea7\u54c1\u4f1a\u8fc7\u65f6\uff0c\u4e5f\u53ef\u4ee5\u88ab\u66ff\u4ee3\uff08\u667a\u80fd\u624b\u673a\u4e5f\u4e0d\u4f8b\u5916\uff09\u3002\u7136\u800c\uff0c\u826f\u597d\u7684\u8d2d\u7269\u4f53\u9a8c\u624d\u662f\u771f\u6b63\u4ee4\u4eba\u96be\u5fd8\u7684\uff0c\u5728\u5e02\u573a\u4e0a\u6c38\u8fdc\u4f1a\u6709\u4e00\u5e2d\u4e4b\u5730\u3002<\/p>\n<h2>\u7d27\u8ddf\u6570\u5b57\u521b\u65b0<\/h2>\n<p>\u5404\u79cd\u6570\u5b57\u521b\u65b0\u6b63\u5728\u5e2d\u5377\u5e02\u573a\u3002\u5982\u679c\u4f60\u7684 POS \u8ddf\u4e0d\u4e0a\u8fd9\u4e9b\u521b\u65b0\uff0c\u5728\u987e\u5ba2\u773c\u4e2d\u5c31\u610f\u5473\u7740\u505c\u6ede\u4e0d\u524d\u3002\u4e0b\u9762\u6765\u770b\u770b\u5176\u4e2d\u4e00\u4e9b\u65b0\u6280\u672f\uff0c\u5b83\u4eec\u65e0\u7591\u53ef\u4ee5\u878d\u5165\u4f60\u7684\u96f6\u552e\u8425\u9500\u7b56\u7565\u4e2d\uff1a<\/p>\n<ul>\n<li>\u6570\u5b57\u6807\u724c\uff1a\u4e3a\u6a71\u7a97\u6216\u5e97\u5185\u7a7a\u95f4\u6ce8\u5165\u6d3b\u529b\u7684\u4ea4\u4e92\u5f0f\u7535\u5b50\u5c4f\u5e55\uff1b<\/li>\n<li>\u5168\u606f\u5f71\u50cf\uff1a<a href=\"http:\/\/alicewonders.ws\/pt-br\/works\/assistente-holografico-sensodyne?utm_source=blog&amp;utm_campaign=rc_blogpost\">\u5168\u606f\u52a9\u624b<\/a>\u53ef\u7528\u4e8e\u4e0e\u987e\u5ba2\u4e92\u52a8\uff0c\u63d0\u5347\u4f01\u4e1a\u9500\u552e\u989d\uff1b<\/li>\n<li>\u6d1e\u5bdf\u751f\u6210\u8f6f\u4ef6\uff1a\u5206\u6790\u5404\u9879\u6307\u6807\uff0c\u4e3a\u51b3\u7b56\u63d0\u4f9b\u771f\u5b9e\u4e14\u76f8\u5173\u7684\u6570\u636e\uff1b<\/li>\n<li>\u5730\u7406\u5b9a\u4f4d\uff1a\u8ba9\u4f60\u53ef\u4ee5\u521b\u5efa\u5e26\u6709\u5230\u5e97\u8def\u7ebf\u6307\u5f15\u7684\u5730\u56fe\uff1b<\/li>\n<li>\u865a\u62df\u53c2\u89c2\uff1a\u5f00\u542f\u65e0\u9650\u53ef\u80fd\uff0c\u4f8b\u5982\u6253\u9020\u987e\u5ba2\u968f\u65f6\u968f\u5730\u90fd\u80fd\u8bbf\u95ee\u7684\u865a\u62df\u5c55\u4f4d\uff1b<\/li>\n<li>\u589e\u5f3a\u73b0\u5b9e\uff1a\u5c06\u73b0\u5b9e\u4e0e\u6295\u5f71\u76f8\u7ed3\u5408\uff0c\u4ee5\u6c89\u6d78\u5f0f\u7684\u65b9\u5f0f\u5411\u987e\u5ba2\u5c55\u793a\u4ea7\u54c1\u548c\u670d\u52a1\u3002<\/li>\n<\/ul>\n<p>\u6b64\u5916\uff0c\u503c\u5f97\u5f3a\u8c03\u7684\u662f\uff0c\u6240\u6709\u8fd9\u4e9b\u6570\u5b57\u521b\u65b0\u53ea\u8981\u8fd0\u7528\u5f97\u5f53\uff0c\u90fd\u80fd\u521b\u9020\u96be\u5fd8\u7684\u4f53\u9a8c\uff0c\u5e76\u5728\u987e\u5ba2\u4e0e\u4f01\u4e1a\u4e4b\u95f4\u5efa\u7acb\u60c5\u611f\u7ebd\u5e26\u3002\u5176\u7ed3\u679c\u5c31\u662f\u6210\u4ea4\u673a\u4f1a\u7684\u589e\u52a0\u3002<\/p>\n<p>\u65e2\u7136\u4f60\u5df2\u7ecf\u4e86\u89e3\u4e86\u8fd9\u4e9b\u6570\u5b57\u521b\u65b0\uff0c\u63a5\u4e0b\u6765\u5c31\u8981\u5173\u6ce8\u5e02\u573a\u8d8b\u52bf\u3002\u6211\u4eec\u5c06\u5728\u4e0b\u4e00\u90e8\u5206\u63a2\u8ba8\u8fd9\u4e2a\u8bdd\u9898\u3002<\/p>\n<h2>\u5bc6\u5207\u5173\u6ce8\u8d8b\u52bf<\/h2>\n<p>\u5982\u679c\u4f60\u5e0c\u671b\u4f01\u4e1a\u5356\u5f97\u66f4\u591a\uff0c\u5c31\u5fc5\u987b\u5bc6\u5207\u5173\u6ce8\u8d8b\u52bf\u3002\u662f\u65f6\u5019\u8d70\u51fa\u8212\u9002\u533a\uff0c\u5efa\u7acb\u4e13\u4e1a\u96f6\u552e\u8425\u9500\u7684\u57fa\u56e0\u4e86\u3002<\/p>\n<p>\u5f53\u4eca\u4e00\u4e2a\u663e\u8457\u7279\u70b9\u662f\u591a\u79cd\u8425\u9500\u6e20\u9053\u7684\u6574\u5408\uff1a\u5e7f\u544a\u3001\u5ba2\u6237\u670d\u52a1\u3001\u793e\u4ea4\u5a92\u4f53\u3001\u6d3b\u52a8\u3001\u516c\u5171\u5173\u7cfb\u3001\u6570\u5b57\u521b\u65b0\u7b49\u7b49\u3002\u4e5f\u5c31\u662f\u8bf4\uff0c\u9700\u8981\u91c7\u53d6\u4e00\u79cd\u6574\u4f53\u6027\u7684\u65b9\u6cd5\uff0c\u5728\u987e\u5ba2\u4e0e\u4f01\u4e1a\u7684\u5404\u4e2a\u63a5\u89e6\u70b9\u4e0a\u5bf9\u5176\u4ea7\u751f\u5f71\u54cd\u2014\u2014\u800c\u4e14\u8981\u4ee5\u521b\u65b0\u4e14\u4e00\u81f4\u7684\u65b9\u5f0f\u8fdb\u884c\u3002<\/p>\n<p>\u56e0\u6b64\uff0c\u53ef\u4ee5\u8bf4\uff0c\u6574\u5408\u5f0f\u7684\u96f6\u552e\u8425\u9500\u65b9\u6cd5\u4e0d\u4ec5\u4ec5\u662f\u4e00\u79cd\u8d8b\u52bf\uff0c\u66f4\u662f\u4f60\u5fc5\u987b\u8ddf\u4e0a\u7684\u6c9f\u901a\u9700\u6c42\u3002\u8981\u8fbe\u5230\u8fd9\u79cd\u6548\u7387\u6c34\u5e73\uff0c\u5c31\u9700\u8981\u5bf9\u5458\u5de5\u8fdb\u884c\u57f9\u8bad\uff0c\u8fd9\u6b63\u662f\u6211\u4eec\u4e0b\u4e00\u90e8\u5206\u8981\u8ba8\u8bba\u7684\u8bdd\u9898\u3002<\/p>\n<h2>\u4e3a\u56e2\u961f\u63d0\u4f9b\u57f9\u8bad<\/h2>\n<p>\u4efb\u4f55\u96f6\u552e\u8425\u9500\u7b56\u7565\u90fd\u9700\u8981\u901a\u8fc7\u57f9\u8bad\u624d\u80fd\u51c6\u786e\u65e0\u8bef\u5730\u6267\u884c\u3002\u56e0\u6b64\uff0c\u5982\u679c\u5458\u5de5\u4e0d\u5177\u5907\u9500\u552e\u548c\u8425\u9500\u77e5\u8bc6\uff0c\u90a3\u4e48\u5373\u4fbf\u6295\u5165\u65f6\u95f4\u548c\u91d1\u94b1\u6559\u4ed6\u4eec\u767b\u8bb0\u987e\u5ba2\u4fe1\u606f\u3001\u6574\u7406\u8d27\u67b6\u548c\u76d8\u70b9\u5e93\u5b58\uff0c\u4e5f\u662f\u5f92\u52b3\u3002<\/p>\n<p>\u5982\u679c\u5458\u5de5\u4e0e\u4f60\u5e0c\u671b\u4e3a\u987e\u5ba2\u63d0\u4f9b\u7684\u8d2d\u7269\u4f53\u9a8c\u4e0d\u4e00\u81f4\uff0c\u524d\u9762\u63d0\u5230\u7684\u8fd9\u4e9b\u5de5\u4f5c\u4e5f\u4f1a\u53d7\u5230\u5f71\u54cd\u2014\u2014\u4f8b\u5982\uff0c\u5982\u679c\u4f01\u4e1a\u9500\u552e\u4e0d\u4f73\uff0c\u987e\u5ba2\u767b\u8bb0\u6570\u91cf\u548c\u8865\u8d27\u9700\u6c42\u4e5f\u4f1a\u968f\u4e4b\u53d7\u5230\u5f71\u54cd\u3002<\/p>\n<p>\u6240\u4ee5\uff0c\u8bf7\u4e3a\u5458\u5de5\u63d0\u4f9b\u77e5\u8bc6\uff0c\u4f5c\u4e3a\u56de\u62a5\uff0c\u4f60\u5c06\u8d62\u5f97\u987e\u5ba2\u7684\u4fe1\u4efb\u548c\u5fe0\u8bda\u2014\u2014\u800c\u8fd9\u53ef\u4ee5\u7528\u6570\u5b57\u6765\u8861\u91cf\uff0c\u6211\u4eec\u63a5\u4e0b\u6765\u5c31\u4f1a\u770b\u5230\u3002<\/p>\n<h2>\u6df1\u5165\u5206\u6790\u8425\u9500\u6d3b\u52a8<\/h2>\n<p>\u8ddf\u8e2a\u96f6\u552e\u8425\u9500\u7684\u6307\u6807\u6216 KPI\uff08\u5173\u952e\u7ee9\u6548\u6307\u6807\uff09\u6709\u52a9\u4e8e\u4e86\u89e3\u6d3b\u52a8\u6548\u679c\u2014\u2014\u54ea\u4e9b\u4e3e\u63aa\u884c\u4e4b\u6709\u6548\u3001\u5e94\u5f53\u52a0\u5927\u6295\u5165\uff0c\u54ea\u4e9b\u56de\u62a5\u4f4e\u4e8e\u9884\u671f\u3001\u5e94\u5f53\u780d\u6389\u6216\u91cd\u65b0\u8c03\u6574\u3002\u4ee5\u4e0b\u662f\u4e00\u4e9b\u4f60\u9700\u8981\u5173\u6ce8\u7684 KPI\uff1a<\/p>\n<ul>\n<li>ROI\uff08\u6295\u8d44\u56de\u62a5\u7387\uff09\uff1a\u8868\u660e\u6295\u8d44\u4e3a\u4f01\u4e1a\u5e26\u6765\u4e86\u591a\u5c11\u56de\u62a5\uff08\u76c8\u5229\u6216\u4e8f\u635f\uff09\uff1b<\/li>\n<li>\u8f6c\u5316\u7387\uff1a\u53cd\u6620\u5b9e\u9645\u6210\u4ea4\u91cf\u4e0e\u8fdb\u5e97\u987e\u5ba2\u6570\u91cf\u4e4b\u95f4\u7684\u6bd4\u4f8b\uff1b<\/li>\n<li>CAC\uff08\u83b7\u5ba2\u6210\u672c\uff09\uff1a\u8868\u793a\u4f01\u4e1a\u83b7\u53d6\u6bcf\u4e00\u4f4d\u65b0\u987e\u5ba2\u6240\u82b1\u8d39\u7684\u6210\u672c\u3002<\/li>\n<\/ul>\n<p>\u56e0\u6b64\uff0c\u8bf7\u628a\u8fd9\u4e9b\u6307\u6807\u5f53\u4f5c\u6307\u5357\u9488\uff0c\uff08\u57fa\u4e8e\u771f\u5b9e\u4e14\u76f8\u5173\u7684\u6570\u636e\uff09\u4e3a\u4f60\u7684\u7b56\u7565\u6307\u660e\u65b9\u5411\u3002<\/p>\n<h2>\u4e86\u89e3\u4f60\u7684\u7ade\u4e89\u5bf9\u624b<\/h2>\n<p>\u4e00\u63d0\u5230\u7ade\u4e89\u5206\u6790\uff0c\u6211\u4eec\u8111\u6d77\u4e2d\u5f80\u5f80\u4f1a\u6d6e\u73b0\u51fa\u4e00\u4e2a\u9700\u8981\u51fb\u8d25\u7684\u5bf9\u624b\u5f62\u8c61\u3002\u7136\u800c\uff0c\u8fdc\u4e0d\u6b62\u4e8e\u6b64\uff0c\u5bf9\u7ade\u4e89\u5bf9\u624b\u4ee5\u53ca\u5176\u4ed6\u7ec6\u5206\u5e02\u573a\u7684\u5206\u6790\uff0c\u80fd\u4e3a\u4f60\u7684 POS 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