{"id":20673,"date":"2022-12-05T20:43:00","date_gmt":"2022-12-05T12:43:00","guid":{"rendered":"https:\/\/social-stand.com\/marketing-research-to-digital-strategy\/"},"modified":"2022-12-05T20:43:00","modified_gmt":"2022-12-05T12:43:00","slug":"marketing-research-to-digital-strategy","status":"publish","type":"post","link":"https:\/\/social-stand.com\/zh\/marketing-research-to-digital-strategy\/","title":{"rendered":"\u5f9e\u5e02\u5834\u7814\u7a76\u5230\u6578\u4f4d\u7b56\u7565\uff1a\u5be6\u8e10\u8005\u8f49\u63db\u6307\u5357"},"content":{"rendered":"<p><strong>\u6578\u4f4d\u7b56\u7565\u5e02\u5834\u7814\u7a76<\/strong> \u61c9\u8a72\u5c07\u53d7\u773e\u6d1e\u5bdf\u3001\u6e05\u6670\u7684\u627f\u8afe\u548c\u71df\u904b\u7bc0\u594f\u7d50\u5408\u3002\u672c\u6587\u5c07\u771f\u5be6\u7684 Social Stand \u5b78\u7fd2\u6d3b\u52d5\u8f49\u5316\u70ba\u5be6\u7528\u7684\u5546\u696d\u7b56\u7565\u3002.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">\u76ee\u9304<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"\u5207\u63db\u76ee\u9304\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">\u5207\u63db<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/social-stand.com\/zh\/marketing-research-to-digital-strategy\/#The_business_problem\" >\u5546\u696d\u554f\u984c<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/social-stand.com\/zh\/marketing-research-to-digital-strategy\/#Experience_behind_the_framework\" >\u6846\u67b6\u80cc\u5f8c\u7684\u7d93\u9a57<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/social-stand.com\/zh\/marketing-research-to-digital-strategy\/#A_four-part_playbook\" >\u4e00\u5957\u7531\u56db\u90e8\u5206\u7d44\u6210\u7684\u884c\u52d5\u6307\u5357<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/social-stand.com\/zh\/marketing-research-to-digital-strategy\/#Start_with_the_decision\" >\u5f9e\u505a\u51fa\u6c7a\u5b9a\u958b\u59cb<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/social-stand.com\/zh\/marketing-research-to-digital-strategy\/#Test_relevance\" >\u6e2c\u8a66\u76f8\u95dc\u6027<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/social-stand.com\/zh\/marketing-research-to-digital-strategy\/#Convert_findings_into_hypotheses\" >\u5c07\u7814\u7a76\u7d50\u679c\u8f49\u5316\u70ba\u5047\u8a2d<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/social-stand.com\/zh\/marketing-research-to-digital-strategy\/#Build_organisational_memory\" >\u5efa\u7acb\u7d44\u7e54\u8a18\u61b6<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/social-stand.com\/zh\/marketing-research-to-digital-strategy\/#How_to_implement_it\" >\u5982\u4f55\u5be6\u65bd<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/social-stand.com\/zh\/marketing-research-to-digital-strategy\/#Decision_checklist\" >\u6c7a\u7b56\u6e05\u55ae<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/social-stand.com\/zh\/marketing-research-to-digital-strategy\/#Continue_the_learning\" >\u7e7c\u7e8c\u5b78\u7fd2<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/social-stand.com\/zh\/marketing-research-to-digital-strategy\/#Frequently_asked_questions\" >\u5e38\u898b\u554f\u984c\u89e3\u7b54<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/social-stand.com\/zh\/marketing-research-to-digital-strategy\/#Can_a_small_team_use_this_framework\" >\u5c0f\u578b\u5718\u968a\u53ef\u4ee5\u4f7f\u7528\u9019\u500b\u6846\u67b6\u55ce\uff1f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/social-stand.com\/zh\/marketing-research-to-digital-strategy\/#How_quickly_should_results_be_reviewed\" >\u7d50\u679c\u61c9\u8a72\u591a\u4e45\u5be9\u6838\u4e00\u6b21\uff1f<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<h2><span class=\"ez-toc-section\" id=\"The_business_problem\"><\/span>\u5546\u696d\u554f\u984c<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u53ea\u6709\u7576\u5718\u968a\u80fd\u5920\u5c07\u7814\u7a76\u6210\u679c\u548c\u767c\u73fe\u8f49\u5316\u70ba\u66f4\u512a\u6c7a\u7b56\u6642\uff0c\u7814\u7a76\u624d\u80fd\u5275\u9020\u50f9\u503c\u3002\u5371\u96aa\u5728\u65bc\u8981\u9ebc\u5ffd\u8996\u8b49\u64da\uff0c\u8981\u9ebc\u8072\u7a31\u4e00\u9805\u7814\u7a76\u5c31\u80fd\u6210\u70ba\u666e\u904d\u898f\u5f8b\u3002.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Experience_behind_the_framework\"><\/span>\u6846\u67b6\u80cc\u5f8c\u7684\u7d93\u9a57<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u5728\u73c0\u65af\u8209\u884c\u7684 2022 \u5e74 ANZMAC \u6703\u8b70\u4e0a\uff0cBernie Wong \u535a\u58eb\u5c55\u793a\u4e86\u6578\u4f4d\u884c\u92b7\u7814\u7a76\u6210\u679c\uff0c\u4e26\u8207\u5b78\u8005\u63a2\u8a0e\u4e86\u6d88\u8cbb\u8005\u548c\u7d44\u7e54\u5728\u4e0d\u65b7\u8b8a\u5316\u7684\u5a92\u9ad4\u74b0\u5883\u4e2d\u7684\u884c\u70ba\u65b9\u5f0f\u3002.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"A_four-part_playbook\"><\/span>\u4e00\u5957\u7531\u56db\u90e8\u5206\u7d44\u6210\u7684\u884c\u52d5\u6307\u5357<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Start_with_the_decision\"><\/span>\u5f9e\u505a\u51fa\u6c7a\u5b9a\u958b\u59cb<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u660e\u78ba\u7814\u7a76\u53ef\u80fd\u5f71\u97ff\u7684\u76ee\u6a19\u53d7\u773e\u3001\u884c\u70ba\u548c\u5546\u696d\u9078\u64c7\u3002.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Test_relevance\"><\/span>\u6e2c\u8a66\u76f8\u95dc\u6027<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u5728\u5c07\u7814\u7a76\u7d50\u679c\u61c9\u7528\u65bc\u65b0\u5e02\u5834\u4e4b\u524d\uff0c\u8acb\u6aa2\u8996\u7814\u7a76\u80cc\u666f\u3001\u6a23\u672c\u3001\u65b9\u6cd5\u3001\u6548\u61c9\u91cf\u548c\u9650\u5236\u3002.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Convert_findings_into_hypotheses\"><\/span>\u5c07\u7814\u7a76\u7d50\u679c\u8f49\u5316\u70ba\u5047\u8a2d<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u5c07\u9019\u7a2e\u5f71\u97ff\u8868\u9054\u70ba\u5c0d\u8cc7\u8a0a\u3001\u65c5\u7a0b\u3001\u7ba1\u9053\u6216\u8861\u91cf\u6307\u6a19\u7684\u53ef\u6e2c\u8a66\u8b8a\u66f4\u3002.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Build_organisational_memory\"><\/span>\u5efa\u7acb\u7d44\u7e54\u8a18\u61b6<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u8a18\u9304\u8b49\u64da\u3001\u5be6\u9a57\u3001\u7d50\u679c\u548c\u908a\u754c\u689d\u4ef6\uff0c\u4ee5\u4fbf\u672a\u4f86\u7684\u5718\u968a\u53ef\u4ee5\u91cd\u8907\u5229\u7528\u9019\u4e9b\u7d93\u9a57\u3002.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_implement_it\"><\/span>\u5982\u4f55\u5be6\u65bd<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Social Stand \u7684\u555f\u52d5\u59cb\u65bc\u4e00\u4efd\u7c21\u6f54\u7684\u5de5\u4f5c\u7c21\u5831\uff1a\u9810\u671f\u696d\u52d9\u6210\u679c\u3001\u91cd\u9ede\u53d7\u773e\u3001\u8cc7\u8a0a\u3001\u8b49\u64da\u3001\u7ba1\u9053\u89d2\u8272\u3001\u8ca0\u8cac\u4eba\u548c\u5be9\u6838\u983b\u7387\u3002\u5176\u76ee\u6a19\u662f\u5efa\u7acb\u4e00\u500b\u53ef\u7ba1\u7406\u7684\u7cfb\u7d71\uff0c\u4fc3\u9032\u5b78\u7fd2\uff0c\u800c\u4e0d\u662f\u5217\u51fa\u4e00\u5927\u5806\u4e92\u4e0d\u95dc\u806f\u7684\u4ea4\u4ed8\u6210\u679c\u3002.<\/p>\n<p>\u5718\u968a\u61c9\u5c07\u5e73\u53f0\u6307\u6a19\u8207\u6700\u7d42\u7d50\u679c\u7d50\u5408\u3002\u6db5\u84cb\u4eba\u6578\u3001\u89c0\u770b\u6642\u9593\u3001\u6536\u85cf\u91cf\u548c\u9ede\u64ca\u91cf\u6709\u52a9\u65bc\u8a3a\u65b7\u5275\u610f\u8868\u73fe\uff1b\u5408\u683c\u7684\u8aee\u8a62\u3001\u8a3b\u518a\u3001\u92b7\u552e\u3001\u7559\u5b58\u7387\u6216\u53c3\u8207\u5ea6\u5247\u80fd\u986f\u793a\u6d3b\u52d5\u662f\u5426\u6709\u6548\u3002.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Decision_checklist\"><\/span>\u6c7a\u7b56\u6e05\u55ae<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li>\u6211\u5011\u8a66\u5716\u6539\u8b8a\u7684\u662f\u53d7\u773e\u7684\u54ea\u4e9b\u5177\u9ad4\u884c\u70ba\uff1f<\/li>\n<li>\u4ec0\u9ebc\u6a23\u7684\u8b49\u64da\u624d\u80fd\u8b93\u9019\u8a0a\u606f\u53ef\u4fe1\uff1f<\/li>\n<li>\u8a72\u7ba1\u9053\u8ca0\u8cac\u65c5\u7a0b\u4e2d\u7684\u54ea\u4e00\u90e8\u5206\uff1f<\/li>\n<li>\u4ec0\u9ebc\u6a23\u7684\u7d50\u679c\u6703\u8b93\u6211\u5011\u7e7c\u7e8c\u3001\u6539\u8b8a\u9084\u662f\u505c\u6b62\uff1f<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Continue_the_learning\"><\/span>\u7e7c\u7e8c\u5b78\u7fd2<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u8b80 <a href=\"https:\/\/berniewong.net\/anzmac-2022-digital-marketing-research-perth\/\">\u4f2f\u5c3c\u00b7\u738b\u535a\u58eb\u7684\u539f\u59cb\u6d3b\u52d5\u7b46\u8a18<\/a> \u70ba\u4e86\u66f4\u597d\u5730\u4e86\u89e3\u4e92\u52d5\u80cc\u666f\uff0c\u8acb\u8a2a\u554f <a href=\"https:\/\/social-stand.com\/zh\/ai-digital-marketing-resources-hong-kong-asia\/\">Social Stand AI \u8207\u6578\u4f4d\u884c\u92b7\u8cc7\u6e90\u4e2d\u5fc3<\/a> \u76f8\u95dc\u6307\u5357\u8acb\u898b\u4e0b\u6587\u3002.<\/p>\n<p>\u5982\u679c\u60a8\u7684\u7d44\u7e54\u6b63\u5728\u5c07\u5ba2\u6236\u7814\u7a76\u8f49\u5316\u70ba\u53ef\u6e2c\u8a66\u7684\u6578\u4f4d\u5316\u7b56\u7565\uff0c, <a href=\"https:\/\/social-stand.com\/zh\/corporate-training-hong-kong\/\">\u8207 Social Stand \u63a2\u8a0e\u7b56\u7565\u8207\u4f01\u696d\u57f9\u8a13<\/a>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Frequently_asked_questions\"><\/span>\u5e38\u898b\u554f\u984c\u89e3\u7b54<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Can_a_small_team_use_this_framework\"><\/span>\u5c0f\u578b\u5718\u968a\u53ef\u4ee5\u4f7f\u7528\u9019\u500b\u6846\u67b6\u55ce\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u662f\u7684\u3002\u53d7\u773e\u7fa4\u9ad4\u72f9\u7a84\u3001\u4e3b\u8981\u76ee\u6a19\u55ae\u4e00\u3001\u6e2c\u8a66\u9031\u671f\u77ed\uff0c\u4f7f\u5176\u7279\u5225\u9069\u5408\u8cc7\u6e90\u6709\u9650\u7684\u5718\u968a\u3002.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_quickly_should_results_be_reviewed\"><\/span>\u7d50\u679c\u61c9\u8a72\u591a\u4e45\u5be9\u6838\u4e00\u6b21\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u6bcf\u9031\u5be9\u67e5\u9818\u5148\u6307\u6a19\uff0c\u4e26\u6839\u64da\u92b7\u552e\u6216\u53c3\u8207\u9031\u671f\uff0c\u4ee5\u9069\u7576\u7684\u983b\u7387\u5be9\u67e5\u696d\u52d9\u6210\u679c\u3002\u907f\u514d\u50c5\u6191\u5e7e\u5929\u7684\u6578\u64da\u5c31\u5224\u65b7\u9577\u671f\u54c1\u724c\u5f71\u97ff\u3002.<\/p>","protected":false},"excerpt":{"rendered":"<p>\u4e00\u500b\u5be6\u7528\u7684\u5e02\u5834\u7814\u7a76\u6578\u4f4d\u7b56\u7565\u6846\u67b6\uff0c\u5305\u542b\u5be6\u65bd\u6b65\u9a5f\u3001\u8861\u91cf\u6307\u6a19\u4ee5\u53ca\u5f9e\u771f\u5be6\u6848\u4f8b\u4e2d\u6c72\u53d6\u7684\u7d93\u9a57\u6559\u8a13\u3002.<\/p>","protected":false},"author":2,"featured_media":20683,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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