{"id":3238,"date":"2018-04-05T14:00:52","date_gmt":"2018-04-05T17:00:52","guid":{"rendered":"https:\/\/www.alicewonders.ws\/blog\/?p=3238"},"modified":"2026-10-19T12:08:47","modified_gmt":"2026-10-19T15:08:47","slug":"what-is-branded-content-retail-zh","status":"publish","type":"post","link":"https:\/\/www.alicewonders.ws\/blog\/zh\/2018\/04\/05\/what-is-branded-content-retail-zh\/","title":{"rendered":"\u54c1\u724c\u5185\u5bb9\uff08Branded Content\uff09\uff1a\u662f\u4ec0\u4e48\uff1f\u5bf9\u96f6\u552e\u6709\u4f55\u91cd\u8981\u610f\u4e49\uff1f"},"content":{"rendered":"<p>\u4ec0\u4e48\u662f\u54c1\u724c\u5185\u5bb9\uff08Branded Content\uff09\uff1f\u4f5c\u4e3a\u539f\u751f\u8425\u9500\u4e2d\u7684<a href=\"https:\/\/www.alicewonders.ws\/blog\/zh\/?p=3168\" target=\"_blank\" rel=\"noopener\">\u5e38\u7528\u7b56\u7565<\/a>\u4e4b\u4e00\uff0c\u5b83\u6307\u7684\u662f\u521b\u4f5c\u80fd\u591f\u63a8\u5e7f\u67d0\u4e00\u7279\u5b9a\u54c1\u724c\u7684\u5185\u5bb9\u3002\u4eba\u4eec\u5e38\u5e38\u628a\u5b83\u4e0e\u5185\u5bb9\u8425\u9500\u6df7\u4e3a\u4e00\u8c08\uff0c\u4f46\u4eca\u5929\u6211\u4eec\u5c06\u4e00\u6b21\u6027\u8bb2\u6e05\u695a\uff1a\u4e24\u8005\u5176\u5b9e\u622a\u7136\u4e0d\u540c\u3002<\/p>\n<p>\u8bf7\u9605\u8bfb\u4e0b\u6587\uff0c\u4e86\u89e3\u8fd9\u4e00\u7b56\u7565\u5982\u4f55\u8fd0\u4f5c\u3001\u5bf9\u96f6\u552e\u4e1a\u6709\u4f55\u91cd\u8981\u610f\u4e49\uff0c\u4ee5\u53ca\u5b83\u4e0e\u5185\u5bb9\u8425\u9500\u7684\u533a\u522b\u3002\u795d\u9605\u8bfb\u6109\u5feb\uff01<\/p>\n<h2>\u4ec0\u4e48\u662f\u54c1\u724c\u5185\u5bb9\uff1f<\/h2>\n<p>\u6240\u6709<a href=\"http:\/\/alicewonders.ws\/blog\/2018\/01\/22\/resultados-da-estrategia-digital-o-que-analisar-e-como-medir\/\" target=\"_blank\" rel=\"noopener\">\u6570\u5b57\u8425\u9500\u6d3b\u52a8<\/a>\u53ea\u6709\u5728\u5b8c\u6210\u5185\u5bb9\u5236\u4f5c\u540e\u624d\u7b97\u5b8c\u6574\u3002\u6bd5\u7adf\uff0c\u5185\u5bb9\u662f\u8fd9\u4e9b\u6d3b\u52a8\u4e0e\u6d88\u8d39\u8005\u5efa\u7acb\u5173\u7cfb\u3001\u4f20\u9012\u4fe1\u606f\u7684\u4e3b\u8981\u624b\u6bb5\u4e4b\u4e00\u3002\u54c1\u724c\u5185\u5bb9\u662f\u54c1\u724c\u4e3a\u63a8\u5e7f\u81ea\u8eab\u800c\u53ef\u4ee5\u521b\u4f5c\u7684\u5185\u5bb9\u7c7b\u578b\u4e4b\u4e00\uff0c\u5176\u4e3b\u8981\u7279\u70b9\u662f\u80fd\u8ba9\u5ba2\u6237\u7acb\u5373\u5c06\u5176\u4e0e\u67d0\u5bb6\u4f01\u4e1a\u8054\u7cfb\u8d77\u6765\u3002<\/p>\n<p>\u7531\u6b64\u53ef\u89c1\uff0c\u54c1\u724c\u5185\u5bb9\u672c\u8d28\u4e0a\u4f1a\u8ba9\u6d88\u8d39\u8005\u8054\u60f3\u5230\u67d0\u4e2a\u7279\u5b9a\u7684\u4f01\u4e1a\u3002\u4f46\u8fd9\u57fa\u672c\u4e0a\u4e5f\u662f\u5e7f\u544a\u7684\u529f\u80fd\uff0c\u56e0\u6b64\u8fd9\u4e00\u5b9a\u4e49\u5728\u67d0\u4e9b\u60c5\u51b5\u4e0b\u53ef\u80fd\u5e76\u4e0d\u6210\u7acb\u3002<\/p>\n<p>\u6b63\u56e0\u5982\u6b64\uff0c<a href=\"http:\/\/www.forrester.com\/How+To+Build+Your+Brand+With+Branded+Content\/fulltext\/-\/E-RES92961\" target=\"_blank\" rel=\"noopener\">Forrester<\/a> \u7b49\u673a\u6784\u5c06\u54c1\u724c\u5185\u5bb9\u5b9a\u4e49\u4e3a\u6709\u522b\u4e8e\u4f20\u7edf\u5185\u5bb9\u7684\u5185\u5bb9\u3002\u5b83\u65e2\u80fd\u5f15\u53d1\u60c5\u611f\u5171\u9e23\u2014\u2014\u5c31\u50cf\u6211\u4eec\u770b\u7535\u89c6\u6216\u53bb\u7535\u5f71\u9662\u65f6\u7684\u611f\u53d7\u4e00\u6837\uff0c\u53c8\u80fd\u51ed\u501f\u5176\u6570\u5b57\u5316\u7279\u6027\u5b9e\u73b0\u66f4\u5927\u89c4\u6a21\u7684\u4f20\u64ad\u3002\u56e0\u6b64\uff0c\u6309\u7167\u8fd9\u4e00\u5b9a\u4e49\uff0c\u54c1\u724c\u5185\u5bb9\u5c31\u662f\u4ee5\u60c5\u611f\u5316\u548c\u4e92\u52a8\u5316\u7684\u65b9\u5f0f\u89e6\u8fbe\u5ba2\u6237\u3002<\/p>\n<p>\u6b64\u5916\u8fd8\u6709\u7b2c\u4e09\u79cd\u754c\u5b9a\u65b9\u5f0f\u3002\u5b83\u5c06\u54c1\u724c\u5185\u5bb9\u7b49\u540c\u4e8e\u6240\u6709\u6539\u53d8\u4e86\u7f16\u8f91\u5185\u5bb9\u5b9a\u4e49\u7684\u63a8\u5e7f\u4e3e\u63aa\uff0c\u4e5f\u5c31\u662f\u8bf4\uff0c\u90a3\u4e9b\u4e0d\u5c5e\u4e8e\u4f20\u7edf\u5e7f\u544a\u3001\u4e5f\u4e0d\u88ab\u89c6\u4e3a\u4f20\u7edf\u5e7f\u544a\u7684\u63a8\u5e7f\u5f62\u5f0f\u3002<\/p>\n<p>\u4e0a\u8ff0\u6bcf\u79cd\u5206\u7c7b\u90fd\u4ece\u4e0d\u540c\u89d2\u5ea6\u8be0\u91ca\u54c1\u724c\u5185\u5bb9\uff0c\u8fd9\u53ef\u80fd\u8ba9\u4f01\u4e1a\u96be\u4ee5\u5224\u65ad\u6295\u8d44\u54c1\u724c\u5185\u5bb9\u662f\u5426\u5212\u7b97\u3002\u56e0\u6b64\uff0c\u6211\u4eec\u8ba4\u4e3a\u7406\u89e3\u5b83\u7684\u6700\u4f73\u65b9\u5f0f\uff0c\u662f\u770b\u770b\u5b83\u5728\u5b9e\u8df5\u4e2d\u5982\u4f55\u8fd0\u4f5c\uff0c\u5e76\u4e86\u89e3\u4e0e\u8fd9\u4e00\u7b56\u7565\u76f8\u5173\u7684\u4e00\u4e9b\u6700\u6210\u529f\u7684\u6848\u4f8b\u3002<\/p>\n<h2>\u54c1\u724c\u5185\u5bb9\u5982\u4f55\u8fd0\u4f5c\uff1f<\/h2>\n<p>\u6211\u4eec\u53ef\u4ee5\u4e3e\u51fa\u4e09\u4e2a\u5b8c\u5168\u7b26\u5408\u54c1\u724c\u5185\u5bb9\u5b9a\u4e49\u7684\u6848\u4f8b\uff0c\u5b83\u4eec\u5c06\u5e2e\u52a9\u4f60\u6df1\u5165\u7406\u89e3\u8fd9\u7c7b\u5185\u5bb9\u7684\u4ef7\u503c\u3002\u4e3a\u6b64\uff0c\u6211\u4eec\u6311\u9009\u4e86\u4e09\u4e2a\u8fd1\u671f\u4e14\u98ce\u683c\u8fe5\u5f02\u7684\u8425\u9500\u6d3b\u52a8\u2014\u2014\u5206\u522b\u6765\u81ea Netflix\u3001Honda \u548c Dove\u3002<\/p>\n<h3>Netflix<\/h3>\n<p>Netflix \u9009\u62e9\u4ee5\u54c1\u724c\u5185\u5bb9\u6765\u5ba3\u4f20\u5176\u539f\u521b\u5267\u96c6\u300aOrange Is The New Black\u300b\uff08\u300a\u5973\u5b50\u76d1\u72f1\u300b\uff09\u3002\u8fd9\u90e8\u5267\u8bb2\u8ff0\u4e86\u7f8e\u56fd\u8054\u90a6 Lietchfield \u76d1\u72f1\u5973\u56da\u4eec\u7684\u65e5\u5e38\u751f\u6d3b\uff0c\u65e2\u662f\u559c\u5267\u4e5f\u662f\u5267\u60c5\u7247\u3002\u56e0\u6b64\uff0cNetflix \u9009\u62e9\u901a\u8fc7\u300aThe New York Times\u300b\u4e0a\u7684\u4e00\u7bc7\u6587\u7ae0\u6765\u8fdb\u884c\u5ba3\u4f20\u3002<\/p>\n<p>\u8fd9\u5219\u54c1\u724c\u5185\u5bb9\u8df3\u51fa\u4e86\u5185\u5bb9\u8425\u9500\u7684\u6846\u67b6\uff0c\u8fdb\u5165\u4e86\u8c03\u67e5\u6027\u65b0\u95fb\u7684\u9886\u57df\u3002\u8fd9\u7bc7\u4e3a\u63a8\u5e7f\u8be5\u5267\u65b0\u4e00\u5b63\u800c\u53d1\u8868\u7684\u6587\u7ae0\u9898\u4e3a<a href=\"https:\/\/paidpost.nytimes.com\/netflix\/women-inmates-separate-but-not-equal.html\" target=\"_blank\" rel=\"noopener\">\u300aWomen Inmates: Why the Male Model Doesn&#8217;t Work\u300b<\/a>\uff08\u5973\u6027\u56da\u72af\uff1a\u4e3a\u4ec0\u4e48\u7537\u6027\u6a21\u5f0f\u884c\u4e0d\u901a\uff09\uff0c\u662f\u4e00\u7bc7\u5f15\u4eba\u5165\u80dc\u7684\u957f\u7bc7\u4e13\u9898\u62a5\u9053\uff0c\u4fe1\u606f\u4e30\u5bcc\u4e14\u6781\u5177\u4ef7\u503c\uff0c\u8fd8\u9644\u6709\u4e00\u6bb5\u5168\u9762\u5c55\u73b0\u5973\u6027\u72f1\u4e2d\u73b0\u5b9e\u7684\u89c6\u9891\u3002<\/p>\n<p>\u8fd9\u7bc7\u5185\u5bb9\u5728\u5145\u5206\u4f53\u73b0 Netflix \u54c1\u724c\u53ca\u5176\u5b50\u54c1\u724c\u300aOrange Is The New Black\u300b\u6240\u4ee3\u8868\u7684\u4e00\u5207\u7684\u540c\u65f6\uff0c\u4e5f\u4e3a\u8bfb\u8005\u63d0\u4f9b\u4e86\u6709\u4ef7\u503c\u7684\u6570\u636e\uff0c\u5e76\u5f15\u53d1\u4e86\u601d\u8003\u3002\u56e0\u6b64\uff0c\u5b83\u5c5e\u4e8e\u54c1\u724c\u5185\u5bb9\u7684\u8303\u7574\uff0c\u80fd\u8ba9\u6d88\u8d39\u8005\u81ea\u7136\u800c\u7136\u5730\u8054\u60f3\u5230\u8fd9\u90e8\u5267\u3002<\/p>\n<h3>Honda<\/h3>\n<p>Honda \u5219\u91c7\u7528\u4e86\u4e0d\u540c\u7684\u65b9\u5f0f\u6765\u63a8\u5e7f\u5176\u72ec\u8f6e\u8f66 UNI-CUB\u3002\u54c1\u724c\u9080\u8bf7\u4ee5\u521b\u610f\u89c6\u9891\u95fb\u540d\u7684\u4e50\u961f OK Go\uff0c\u5c06\u4ea7\u54c1\u878d\u5165\u5176\u5355\u66f2<a href=\"https:\/\/www.youtube.com\/watch?v=u1ZB_rGFyeU\" target=\"_blank\" rel=\"noopener\">\u300aI Won&#8217;t Let You Down\u300b<\/a>\u7684\u97f3\u4e50\u89c6\u9891\u4e2d\uff0c\u5728\u4e00\u6b21\u90fd\u6ca1\u6709\u63d0\u53ca\u54c1\u724c\u540d\u79f0\u7684\u60c5\u51b5\u4e0b\u5c31\u83b7\u5f97\u4e86\u66dd\u5149\u3002<\/p>\n<p>\u65e9\u5728 2014 \u5e74\uff0c\u8be5\u89c6\u9891\u7684\u89c2\u770b\u4eba\u6570\u5c31\u81f3\u5c11\u8fbe\u5230\u4e86 3500 \u4e07\uff0c\u5e76\u94fe\u63a5\u5230\u4e00\u4e2a\u4ee5\u4e92\u52a8\u65b9\u5f0f\u5c55\u793a Honda UNI-CUB \u5982\u4f55\u8fd0\u4f5c\u7684\u7f51\u7ad9\u3002\u7531\u6b64\u53ef\u89c1\uff0c\u8be5\u54c1\u724c\u8fd0\u7528\u7684\u662f\u54c1\u724c\u5185\u5bb9\u7684\u7b2c\u4e8c\u79cd\u6982\u5ff5\uff1a\u521b\u4f5c\u80fd\u5f15\u53d1\u60c5\u611f\u53cd\u5e94\u7684\u975e\u5e38\u89c4\u5185\u5bb9\u3002<\/p>\n<h3>Dove<\/h3>\n<p>\u7136\u800c\uff0c\u6ca1\u6709\u54ea\u4e2a\u54c1\u724c\u5185\u5bb9\u6848\u4f8b\u6bd4 Dove \u7684<a href=\"https:\/\/www.youtube.com\/watch?v=XpaOjMXyJGk\" target=\"_blank\" rel=\"noopener\">&#8220;\u771f\u7f8e\u8fd0\u52a8&#8221;<\/a>\u66f4\u5e7f\u4e3a\u4eba\u77e5\u3002\u5728\u8c03\u7814\u53d1\u73b0\u6bcf 100 \u540d\u5973\u6027\u4e2d\u53ea\u6709 4 \u4eba\u8ba4\u4e3a\u81ea\u5df1\u7f8e\u4e3d\u4e4b\u540e\uff0c\u8be5\u54c1\u724c\u5236\u4f5c\u4e86\u4e00\u7cfb\u5217\u89c6\u9891\uff0c\u5c55\u793a\u81ea\u6211\u8ba4\u77e5\u4e0e\u73b0\u5b9e\u4e4b\u95f4\u7684\u5dee\u8ddd\u3002<\/p>\n<p>\u5176\u4e2d\u6700\u8457\u540d\u7684\u4e00\u652f\u89c6\u9891\u4e2d\uff0c\u4e00\u4f4d\u753b\u5bb6\u4ec5\u6839\u636e\u5973\u6027\u5bf9\u81ea\u5df1\u7684\u63cf\u8ff0\uff0c\u6216\u964c\u751f\u4eba\u5bf9\u5979\u4eec\u7279\u5f81\u7684\u63cf\u8ff0\uff0c\u4e3a\u5979\u4eec\u7ed8\u5236\u753b\u50cf\u3002\u4e24\u79cd\u7ed3\u679c\u4e4b\u95f4\u7684\u5dee\u5f02\u8868\u660e\uff0c\u8fd9\u4e9b\u5973\u6027\u8fdc\u6bd4\u5979\u4eec\u81ea\u5df1\u60f3\u8c61\u7684\u66f4\u7f8e\u3002<\/p>\n<p>\u8fd9\u79cd\u65b9\u5f0f\u7b26\u5408\u6211\u4eec\u524d\u9762\u63d0\u5230\u7684\u7b2c\u4e09\u79cd\u6982\u5ff5\u3002\u5b83\u65e2\u4e0d\u662f\u4f20\u7edf\u5e7f\u544a\uff0c\u4e5f\u4e0d\u662f\u5178\u578b\u7684\u4e3a\u9500\u552e\u4e2a\u4eba\u62a4\u7406\u4ea7\u54c1\u800c\u5236\u4f5c\u7684\u7f16\u8f91\u5185\u5bb9\u3002\u5c3d\u7ba1\u5982\u6b64\uff0c\u5b83\u5728\u63a8\u51fa\u7684\u7b2c\u4e00\u5e74\u5c31\u5728 YouTube \u4e0a\u83b7\u5f97\u4e86\u8d85\u8fc7 1.7 \u4ebf\u6b21\u89c2\u770b\uff0c\u8dfb\u8eab\u793e\u4ea4\u7f51\u7edc\u4e0a\u5206\u4eab\u6b21\u6570\u6700\u591a\u7684\u4e09\u5927\u89c6\u9891\u4e4b\u5217\uff0c\u4e3a\u54c1\u724c\u5e26\u6765\u4e86\u6781\u5927\u7684\u63a8\u5e7f\u6548\u679c\u3002<\/p>\n<h2>\u54c1\u724c\u5185\u5bb9\u5982\u4f55\u4e3a\u96f6\u552e\u4e1a\u5e26\u6765\u76ca\u5904\uff1f<\/h2>\n<p>\u73b0\u5728\u4f60\u5df2\u7ecf\u4e86\u89e3\u4e86\u54c1\u724c\u5185\u5bb9\u4e0e\u5185\u5bb9\u8425\u9500\u7684\u533a\u522b\uff0c\u63a5\u4e0b\u6765\u770b\u770b\u5b83\u80fd\u4e3a<a href=\"https:\/\/www.alicewonders.ws\/blog\/zh\/?p=3196\" target=\"_blank\" rel=\"noopener\">\u96f6\u552e\u4e1a<\/a>\u5e26\u6765\u54ea\u4e9b\u76ca\u5904\u3002\u8fd9\u6837\u7684\u4e3e\u63aa\u5982\u4f55\u8ba9\u54c1\u724c\u66f4\u5177\u77e5\u540d\u5ea6\uff0c\u6216\u5e26\u6765\u66f4\u591a\u9500\u91cf\uff1f<\/p>\n<p>\u54c1\u724c\u5185\u5bb9\u7684\u7b2c\u4e00\u4e2a\u4f18\u52bf\u662f\u6027\u4ef7\u6bd4\u3002\u5982\u679c\u4f01\u4e1a\u5728\u5e7f\u544a\u4e0a\u6295\u5165\u7684\u8d44\u91d1\u591a\u4e8e\u83b7\u5f97\u7684\u56de\u62a5\uff0c\u5c31\u53ef\u80fd\u8499\u53d7\u4e25\u91cd\u635f\u5931\u3002\u7136\u800c\uff0c\u5f53\u4f01\u4e1a\u6253\u9020\u7684\u54c1\u724c\u5185\u5bb9\u6d3b\u52a8\u5145\u5206\u8003\u8651\u5230\u6d88\u8d39\u8005\u753b\u50cf\u53ca\u5176<a href=\"https:\/\/www.alicewonders.ws\/blog\/zh\/?p=3161\" target=\"_blank\" 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