{"id":47999,"date":"2021-10-12T12:08:15","date_gmt":"2021-10-12T04:08:15","guid":{"rendered":"https:\/\/www.growthhk.cn\/?p=47999"},"modified":"2021-10-12T12:08:21","modified_gmt":"2021-10-12T04:08:21","slug":"%e7%be%8e%e4%b8%9a%e5%95%86%e5%ae%b6%e5%a6%82%e4%bd%95%e9%80%9a%e8%bf%87%e5%b0%8f%e7%ba%a2%e4%b9%a6%e5%81%9a%e6%8e%a8%e5%b9%bf%e5%92%8c%e5%bc%95%e6%b5%81%e6%8b%93%e5%ae%a2%ef%bd%9c%e7%be%8e%e7%9f%a5","status":"publish","type":"post","link":"https:\/\/www.growthhk.cn\/mcn\/xiaohongshu\/47999.html","title":{"rendered":"\u7f8e\u4e1a\u5546\u5bb6\u5982\u4f55\u901a\u8fc7\u5c0f\u7ea2\u4e66\u505a\u63a8\u5e7f\u548c\u5f15\u6d41\u62d3\u5ba2\uff5c\u7f8e\u77e5\u4e4b"},"content":{"rendered":"\n

\u672c\u671f\uff0c\u662f\u6211\u4eec\u5e74\u524d\u62d3\u5ba2\u7cfb\u5217\u7684\u7b2c\u4e8c\u7ae0\uff0c\u6211\u4eec\u4e00\u8d77\u6765\u804a\u804a\u7f8e\u4e1a\u5355\u5e97\u5982\u4f55\u901a\u8fc7\u5c0f\u7ea2\u4e66<\/a><\/span>\u6709\u6548\u62d3\u5ba2100\u4eba\u3002<\/p>\n\n\n\n

\u867d\u7136\u5c0f\u7ea2\u4e66<\/a><\/span>\u7684\u4f7f\u7528\u5df2\u7ecf\u5f88\u666e\u904d\u4e86\uff0c\u4f46\u4e3a\u65b9\u4fbf\u9605\u8bfb\uff0cKK\u5c06\u672c\u6587\u6d89\u53ca\u5230\u7684\u90e8\u5206\u7f29\u5199\u542b\u4e49\u653e\u5728\u4e0b\u65b9\uff1a<\/p>\n\n\n\n

KOL\u662fKey Opinion Leader\u7684\u7b80\u79f0\uff0c\u610f\u601d\u662f\u201c\u5173\u952e\u610f\u89c1\u9886\u8896\u201d\uff0c\u901a\u4fd7\u7684\u8bb2\u5c31\u662f\u5927\u5bb6\u7ecf\u5e38\u8bb2\u7684\u5927V\u3002<\/p>\n\n\n\n

KOC\u662fKey Opinion Consumer\u7684\u7b80\u79f0\uff0c\u610f\u601d\u662f\u201c\u5173\u952e\u610f\u89c1\u6d88\u8d39\u8005\u201d\uff0cKOC\u867d\u4e0d\u80fd\u79f0\u4e4b\u4e3a\u610f\u89c1\u9886\u8896\uff0c\u4f46\u5374\u5728\u5782\u76f4\u7528\u6237\u4e2d\u62e5\u6709\u8f83\u5927\u7684\u51b3\u7b56\u5f71\u54cd\u529b\uff0c\u5728\u67d0\u4e9b\u5e73\u53f0\u5e26\u8d27\u80fd\u529b\u5f3a\u3002\u53ef\u4ee5\u7406\u89e3\u4e3a\u7c89\u4e1d\u91cf\u8f83\u5c0f\u7684KOL\uff0c\u901a\u4fd7\u70b9\u8bb2\u5c31\u662f\u67d0\u9886\u57df\u7684\u53d1\u70e7\u53cb\u3002<\/p>\n\n\n\n

\u7d20\u4eba\uff1a\u6bd4KOC\u7c89\u4e1d\u6570\u91cf\u66f4\u5c11\u7684\u535a\u4e3b\uff0c\u5305\u542b\u5c0f\u767d\u7528\u6237\u3002<\/p>\n\n\n\n

\u7b14\u8bb0\uff1a\u5c0f\u7ea2\u4e66\u5e73\u53f0\u4e0a\uff0c\u7528\u6237\u901a\u8fc7\u6587\u5b57\u3001\u56fe\u7247\u3001\u89c6\u9891\u7684\u65b9\u5f0f\u5206\u4eab\u81ea\u5df1\u7684\u8d2d\u7269\u5fc3\u5f97\u3001\u6d88\u8d39\u89c2\u5ff5\u3001\u5546\u54c1\u54c1\u8d28\u3001\u6d88\u8d39\u4f53\u9a8c\u7684\u4e00\u79cd\u8868\u8fbe\u65b9\u5f0f\u3002<\/p>\n\n\n\n

\u597d\u4e86\uff0c\u4ee5\u4e0b\u8ba9\u6211\u4eec\u5f00\u59cb\u5c0f\u7ea2\u4e66\u62d3\u5ba2\u5f15\u6d41<\/strong>\u4e4b\u65c5\u3002<\/p>\n\n\n\n

#01<\/strong><\/p>\n\n\n\n

\u5c0f\u7ea2\u4e66\u7684\u9b54\u529b<\/strong><\/p>\n\n\n\n

\u5c0f\u7ea2\u4e66\u6b63\u5728\u6210\u4e3a\u5e74\u8f7b\u4eba\u6700\u559c\u6b22\u7684\u793e\u533a\u5206\u4eab\u5e73\u53f0\u4e4b\u4e00\u3002<\/p>\n\n\n\n

2013\u5e74\uff0c\u5c0f\u7ea2\u4e66\u5728\u4e0a\u6d77\u8bde\u751f\u3002\u4ece\u6700\u521d\u7684\u7f8e\u5986\u79cd\u8349\u793e\u533a\uff0c\u53d1\u5c55\u81f3\u4eca\u5df2\u7ecf\u8986\u76d6\u7f8e\u5986\u3001\u65f6\u5c1a\u3001\u4e2a\u62a4\u3001\u7f8e\u98df\u3001\u65c5\u884c\u3001\u5bb6\u5c45\u3001\u5065\u8eab\u3001\u6bcd\u5a74\u7b49\u5404\u4e2a\u751f\u6d3b\u65b9\u5f0f\u9886\u57df\u3002\u5728\u77ed\u77ed\u6570\u5e74\u65f6\u95f4\u4e4b\u5185\uff0c\u5c0f\u7ea2\u4e66\u51ed\u501f\u7740\u771f\u5b9e\u3001\u5411\u4e0a\u3001\u591a\u5143\u7684\u793e\u533a\u6c1b\u56f4\uff0c\u5df2\u7ecf\u6210\u4e3a\u5e74\u8f7b\u4eba\u4e2d\u4e0d\u53ef\u66ff\u4ee3\u7684\u751f\u6d3b\u65b9\u5f0f\u5e73\u53f0\u548c\u6d88\u8d39\u51b3\u7b56\u5165\u53e3\u3002<\/p>\n\n\n\n

\u6570\u636e\u5206\u6790\u5e73\u53f0\u663e\u793a\uff1a\u5c0f\u7ea2\u4e66\u76ee\u524d\u6708\u6d3b\u7528\u6237\u8d85\u8fc71\u4ebf\uff0c\u5176\u4e2d72%\u662f90\u540e\u7528\u6237\uff0c\u4e00\u4e8c\u7ebf\u57ce\u5e02\u7684\u7528\u6237\u8d8550%\u4e4b\u591a\u3002\u5c0f\u7ea2\u4e66\u7528\u6237\u4ee5\u5b66\u751f\u3001\u767d\u9886\u3001\u81ea\u7531\u804c\u4e1a\u8005\u7b49\u5177\u6709\u5f71\u54cd\u529b\u7684\u9ad8\u51c0\u503c\u4eba\u7fa4\u4e3a\u4e3b\uff0c\u6bcf\u4e2a\u6708\u5728\u5c0f\u7ea2\u4e66\u5e73\u53f0\u6709\u8d85300\u4e07\u7bc7\u7b14\u8bb0\u88ab\u751f\u4ea7\u51fa\u6765\uff0c\u6bcf\u4e00\u5929\u7b14\u8bb0\u66dd\u5149\u91cf\u8d8580\u4ebf\u6b21\u3002<\/p>\n\n\n\n

\u5c0f\u7ea2\u4e66\u4e4b\u6240\u4ee5\u6709\u8fd9\u6837\u7684\u9b54\u529b\uff0cKK\u8ba4\u4e3a\u6839\u672c\u539f\u56e0\u662f\u5c0f\u7ea2\u4e66\u771f\u6b63\u627e\u5230\u4e86\u793e\u4ea4\u7535\u5546\u7684\u5bc6\u94a5\uff1a\u5145\u5206\u6316\u6398\u7528\u6237\u793e\u4ea4\u5c5e\u6027\uff0c\u8ba9\u4ef7\u503c\u5728\u5206\u4eab\u4e2d\u4f20\u9012\uff0c\u6700\u7ec8\u5b9e\u73b0\u7528\u6237\u4e4b\u95f4\u7684\u4e92\u76f8\u6210\u5c31<\/strong>\u3002\u53ea\u8981\u5165\u4e86\u5c0f\u7ea2\u4e66\u7684\u5751\uff0c\u4eba\u4eba\u90fd\u662f\u81ea\u5a92\u4f53\u3002<\/p>\n\n\n\n

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\u5173\u6ce8\u680f\u662f\u7528\u6237\u4e3b\u52a8\u5173\u6ce8\u7684\u535a\u4e3b\u5185\u5bb9\uff0c\u4ee5\u7c7b\u4f3c\u6dd8\u5b9d\u5546\u54c1\u63a8\u8350\u7684\u4fe1\u606f\u6d41\u5f62\u5f0f\u5c55\u73b0\u3002<\/p>\n\n\n\n

\u53d1\u73b0\u680f\u662f\u57fa\u4e8e\u8be5\u7528\u6237\u6807\u7b7e\u4e0b\u7684\u63a8\u9001\u7684\u4f18\u8d28\u5185\u5bb9\uff0c\u4ee5\u7c7b\u4f3c\u4e8e\u5927\u4f17\u70b9\u8bc4\u9996\u9875\u7684\u5185\u5bb9\u63a8\u8350\u7011\u5e03\u6d41\u5f62\u5f0f\u5c55\u73b0\u3002<\/p>\n\n\n\n

\u4f4d\u7f6e\u680f\u662f\u57fa\u4e8e\u7528\u6237\u5730\u7406\u5b9a\u4f4d\u9644\u8fd1\u4f4d\u7f6e\u7684\u5185\u5bb9\u63a8\u8350\u3002<\/p>\n\n\n\n

\"\u7f8e\u4e1a\u5546\u5bb6\u5982\u4f55\u901a\u8fc7\u5c0f\u7ea2\u4e66\u505a\u63a8\u5e7f\u548c\u5f15\u6d41\u62d3\u5ba2\"\/<\/figure>\n\n\n\n
\"\u7f8e\u4e1a\u5546\u5bb6\u5982\u4f55\u901a\u8fc7\u5c0f\u7ea2\u4e66\u505a\u63a8\u5e7f\u548c\u5f15\u6d41\u62d3\u5ba2\"\/<\/figure>\n\n\n\n
\"\u7f8e\u4e1a\u5546\u5bb6\u5982\u4f55\u901a\u8fc7\u5c0f\u7ea2\u4e66\u505a\u63a8\u5e7f\u548c\u5f15\u6d41\u62d3\u5ba2\"\/<\/figure>\n\n\n\n

\u5176\u5b9e\uff0c\u5982\u679c\u6211\u4eec\u5f00\u542f\u4e0a\u5e1d\u89c6\u89d2\u5f52\u7eb3\u4e00\u4e0b\uff0c\u4e0d\u96be\u53d1\u73b0\u4ee5\u4e0a\u4e09\u680f\u5206\u522b\u5bf9\u5e94\u4e09\u4e2a\u91cd\u70b9\u8981\u7d20\uff1a<\/p>\n\n\n\n

\u5173\u6ce8–\u4eba\uff08\u7c89\u4e1d\uff09<\/strong><\/p>\n\n\n\n

\u53d1\u73b0–\u5185\u5bb9\uff08\u8d27\uff09<\/strong><\/p>\n\n\n\n

\u57ce\u5e02–\u4f4d\u7f6e\uff08\u573a\uff09<\/strong><\/p>\n\n\n\n

\u4eba\u3001\u8d27\u3001\u573a\uff0c\u4e09\u8005\u5408\u4e00\uff0c\u6d88\u8d39\u5c31\u6b64\u4ea7\u751f\u3002\u7f8e\u4e1a\u95e8\u5e97\u60f3\u8981\u901a\u8fc7\u5c0f\u7ea2\u4e66\u5f15\u6d41\u5fc5\u987b\u8981\u6df1\u523b\u7406\u89e3\u8fd9\u4e2a\u57fa\u672c\u903b\u8f91\uff0c\u624d\u7b97\u627e\u5230\u6b63\u786e\u7684\u65b9\u5411\u3002<\/p>\n\n\n\n

#02<\/strong><\/p>\n\n\n\n

\u7c89\u4e1d\u662f\u54ea\u4e9b\u4eba\uff1f<\/strong><\/p>\n\n\n\n

\u5173\u4e8e\u7f8e\u4e1a\u95e8\u5e97\u7684\u7279\u8272\uff0c\u4e5f\u5c31\u662f\u95e8\u5e97\u7684\u5dee\u5f02\u5316\u5b9a\u4f4d\uff0c\u6211\u4eec\u5728\u4e0a\u4e00\u7bc7\u4e2d\u82b1\u4e86\u5927\u91cf\u7bc7\u5e45\u6765\u9610\u91ca\u5b83\u7684\u91cd\u8981\u6027\uff0c\u5927\u5bb6\u4e00\u5b9a\u8981\u5229\u7528\u201c\u6280\u672f\u4f18\u52bf+\u9879\u76ee\u5b9a\u4ef7+\u73af\u5883\u7279\u8272+\u9009\u54c1\u7b56\u7565<\/strong>\u201d\u8fd9\u4e2a\u516c\u5f0f\u6765\u786e\u5b9a\u81ea\u5df1\u95e8\u5e97\/\u54c1\u724c\u7684\u5dee\u5f02\u5316\u5b9a\u4f4d\uff08\u8be6\u60c5\u8bf7\u70b9\u51fb\u4e0b\u65b9\u6587\u7ae0\u67e5\u770b\uff09\uff0c\u8fd9\u4e2a\u516c\u5f0f\u540c\u6837\u9002\u7528\u4e8e\u5176\u4ed6\u884c\u4e1a\u3002<\/p>\n\n\n\n

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\u7f8e\u4e1a\u95e8\u5e97\u7684\u5dee\u5f02\u5316\u7279\u8272\u786e\u5b9a\u540e\uff0c\u7d27\u63a5\u7740\u8981\u786e\u5b9a\u7c89\u4e1d\u753b\u50cf\uff0c\u5145\u5206\u4e86\u89e3\u95e8\u5e97\u76ee\u6807\u7c89\u4e1d\u7684\u7537\u5973\u6bd4\u4f8b\u3001\u5e74\u9f84\u9636\u6bb5\u3001\u6d88\u8d39\u573a\u666f\uff0c\u800c\u7c89\u4e1d\u5c5e\u6027\u5728\u5c0f\u7ea2\u4e66\u5e73\u53f0\u4e0a\u7684\u4e3b\u8981\u533a\u5206\u624b\u6bb5\u5c31\u662f\u770b\u7528\u6237\u6807\u7b7e\u3002<\/p>\n\n\n\n

\u6240\u8c13\u7269\u4ee5\u7c7b\u805a\uff0c\u4eba\u4ee5\u7fa4\u5206\u3002\u5c0f\u7ea2\u4e66\u7684\u63a8\u8350\u673a\u5236\u5c31\u662f\u9760\u6807\u7b7e\u7684\u5339\u914d\u5ea6\u6765\u5b9e\u73b0\u5185\u5bb9\u7684\u7cbe\u51c6\u63a8\u9001\u7684<\/strong>\uff0c\u8fd9\u70b9\u5f88\u597d\u7406\u89e3\uff0c\u597d\u6bd4\u5728\u83dc\u5e02\u573a\u91cc\u90fd\u662f\u5c0f\u5546\u5c0f\u8d29\u548c\u4e70\u83dc\u7684\u4eba\uff0c\u5982\u679c\u5728\u83dc\u5e02\u573a\u91cc\u5356\u5766\u514b\u600e\u4e48\u53ef\u80fd\u4f1a\u6709\u4eba\u4e70\u5462\uff1f<\/p>\n\n\n\n

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\u8fd9\u5c31\u89e3\u51b3\u4e86\u201c\u5173\u6ce8-\u4eba\u201d\u7684\u95ee\u9898\u3002<\/p>\n\n\n\n

#03<\/strong><\/p>\n\n\n\n

\u5185\u5bb9\u8be5\u5982\u4f55\u751f\u4ea7\uff1f<\/strong><\/p>\n\n\n\n

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1\uff0e\u8c01\u6765\u751f\u4ea7\uff1f<\/strong><\/p>\n\n\n\n

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