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src="http://assets.changyan.sohu.com/upload/plugins/plugins.count.js"></script></i>)</span> </p> </div> <div> <div class="say"><p>与百度不同的是,高å¯d的整体策略是不指望è{化率åQŒè€Œæ˜¯æå–出地囄¡”¨æˆäh—¢æœ‰çš„最大痛点和需求,在äñ”品和˜qè¥å±‚面å…?.....</p></div> </div> </div> <div class="article-content fontSizeSmall BSHARE_POP"> <p style="text-align: center;"> <img alt="2" src="/uploads/allimg/150207/60.jpg" style="border-width: 0px; border-style: solid; width: 250px; height: 165px;" /></p> <p style="text-align: center;"> <span style="text-align: center;">(囄¡‰‡æ¥æºåQ?/span><strong style="text-align: center;">½{±æžœèµ„讯</strong><span style="text-align: center;">)</span></p> <p> 春节˜q™ç§è¥é”€é˜µä»—åQŒå“ªå®¶äº’联网企业都不想错˜q‡ã€‚é’ˆå¯ÒŽ˜¥èŠ‚出行、坐车抢¼œ¨ã€å¹´è´§ç½®åŠžç­‰çŽ¯èŠ‚的营销™å¹ç›®å±‚出不穷åQŒç”šè‡Ïx˜¥èŠ‚档期的黄金òq¿å‘Šæ—¶æ®µåQŒè¿‘几年已经开始逐渐演变成互联网土豪们的军备竞赛ã€?/p> <p> 例如癑ֺ¦åœ°å›¾åQŒæœ€˜q‘大张旗鼓地宣布前EXO成员ã€?ldquo;ž®é²œè‚?rdquo;鹿晗成äؓ产品代言人,òq¶è¿›å…¥å¹¿å‘Šæ‹æ‘„阶ŒDµï¼Œæ®ç§°æœ‰å¯èƒ½åœ¨æ˜¥èŠ‚档期内亮相,无论从哪个环节看åQŒç ¸ä¸‹é‡é‡‘是板上钉钉的,土豪风范ž®½æ˜¾åQ›è€å¯¹æ‰‹é«˜å¾·åœ°å›‘Ö½“然不愿意眼睁睁看着癑ֺ¦åœ¨è¿™¿Uæ—¶å€™å‡ºž®½é£Žå¤ß_¼Œä»–们ä¹îC¸‹äº†æ•°é‡å¯è§‚城市的写字楼广告,ž®†æ——下两大代­a€äººæž—志玲和郭å¾ïLº²æŽ¨ä¸Šå°é¢åQŒä¸»æ‰?ldquo;òq›_®‰å›žå®¶”å’?ldquo;快乐回家”的理å¿üc€?/p> <p> 同样是互联网地图产品åQŒç ¸é’±åšòq¿å‘Šåšè¥é”€åQŒä½†å¦‚果抽丝剥茧ž®Þpƒ½å‘现åQŒç™¾åº¦å’Œé«˜å¯d的行动逻辑其实截然不同åQŒè€Œè¿™ä¹Ÿä¸ŽåŒæ–¹ç›®å‰ä¸ÀLŽ¨çš„整体战略有兟ë€?/p> <p> 从目前得到的信息来看åQŒç™¾åº¦åœ°å›¾æ— è®ºæ˜¯é’ˆå¯¹æ˜¥èŠ‚˜q˜æ˜¯é¹¿æ™—åQŒäñ”品本íw«åƈ不会出现非常明显的变化。鹿晗虽然与癑ֺ¦½{‘Ö®šäº†ä»£­a€åˆåŒåQŒä½†ç”׃ºŽå¯ÆDˆªè¯­éŸ³åˆæˆçš„长周期åQŒä»–可能无法在短期内无法供给¾cÖM¼¼é«˜å¯d地图2013òq´å¼€å§‹åšçš„明星定制语韛_¯¼èˆªï¼Œè€Œåªèƒ½é…¾|®å°‘许语韻I¼Œä»¥å½©è›‹åŞ式随机提供给癑ֺ¦åœ°å›¾ç”¨æˆ·ã€?/p> <p> 因此从整体上看,˜q™ä»ç„¶æ˜¯åé‡è¥é”€å±‚面的品牌活动,其本质是惛_€Ÿç”¨é¹¿æ™—˜q™ä¸ªå¤§åŠ¿åŽÀL´—“鹿粉”˜q™ä¸ª¾Ÿ¤ä½“的用æˆøP¼ŒæœŸæœ›å…¶ä¸­çš„一部分能够转化为百度地囄¡”¨æˆøP¼Œä»Žè€Œå¸¦æ¥å¢žé‡ã€‚这非常¾cÖM¼¼äºŽç™¾åº¦è¿™ä¸ªæœç´¢å¼•æ“Žå…¬å¸çš„固有做事思èµ\——“撒网捕鱼”。一旦某™åҎ–°ä¸šåŠ¡æˆ–新模块上线æ—Óž¼Œè‡ªä¸Šè€Œä¸‹åœ°æ³¨å…¥æµé‡ï¼ˆž®±å¥½åƒæ•é±ég¸€æ äh’’å‡ÞZ¸€ç‰‡å¤§¾|‘,ž®½å¯èƒ½æ’’在鱼多的地方åQŒä½†èƒ½æœ‰å¤šå°‘入网òq¶æ— ä¿è¯åQ‰ï¼ŒæŠ¼å®è½¬åŒ–率åŞ成规模或营收ã€?/p> <p> 再看癑ֺ¦åœ°å›¾˜q‡åŽ»ä¸€òq´æˆ˜ç•¥ä¸»åŸø™°ƒž®Þpƒ½å‘现åQ?ldquo;渔网”理念贯穿始终。在地图上力æŽ?ldquo;吃喝玩乐”的背后,是捕捉流量è{化äؓ商业化营收的思èµ\。只是从最™å¶å±‚的出行和位置信息一直到下单支付åQŒä‹É用èµ\径长了一些,提升转化率的隑ֺ¦ä¸å°——ç”?ldquo;渔网”的理è®ø™¯´åQŒå°±æ˜¯é±¼¾Ÿ¤æ¸¸åŠ¨ä¸å¤ªè§„律,影响捕捞效率。同理,鹿晗¾_‰ä¸åˆ°ç™¾åº¦åœ°å›„¡²‰ä¸çš„品牌转化率到底如何,也是一个未知数ã€?/p> <p> 与百度不同的是,高å¯d的整体策略是不指望è{化率åQŒè€Œæ˜¯æå–出地囄¡”¨æˆäh—¢æœ‰çš„最大痛点和需求,在äñ”品和˜qè¥å±‚面全力解决åQŒç„¶åŽä»¥å£ç¢‘çš„åŞ式获取用户增量,ž®±åƒä¸€æ šw’ˆä¸€æ øP¼Œæ‰‘Öˆ°æœ€è–„弱的地方单点突破。可以看刎ͼŒé«˜å¯d地图春节产品™å¹ç›®ä¸­çš„“免费车检”ã€?ldquo;å‡ø™¡Œä¿é™©”ã€?ldquo;å¯ÆDˆªèµ”付”åQŒæ— ä¸€ä¸æ˜¯å›´ç»•æ˜¥èŠ‚用户å‡ø™¡Œ˜q™ä¸ªé‡åº¦éœ€æ±‚开展的åQŒå…¶ä¸­çš„环节又分别由林志玲代­a€“òq›_®‰å›žå®¶”åQŒéƒ­å¾ïLº²ä»£è¨€“快乐回家”ã€?/p> <p> 请到林志玲和郭å¯d¾U²ä¸¤å¤§å›½æ°‘明星,其中¾U¯å“ç‰Œæ–¹é¢æ•ˆåº”当然也有,但更重要的是两个代言äºÞZ¸Žé«˜å¯d地图产品上的耦合度:林志玲的“å—?rdquo;和郭å¾ïLº²çš?ldquo;é€?rdquo;åQŒå¯èƒ½å…¨å›½å¾ˆéš‘Ö†æ‰‘Öˆ°æ¯”他们更具声¾U¿ç‰¹è‰²çš„名äh了。将他们的声韛_…¨½E‹èžåˆå¦‚高å¯d地图å¯ÆDˆªè¯­éŸ³ä¸­ï¼Œ˜q™ç§åšæ³•çš„有­‘£ä¹‹å¤„就是,看似从品牌出发的˜qè¥‹zÕdŠ¨è¢«çœŸæ­£è{化äؓ了äñ”品模块,融入日常使用中,反复提醒用户高å¯d地图在这斚w¢çš„专业性,从而åŞ成口¼„‘ã€?/p> <p> 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