{"id":6678,"date":"2020-12-18T10:57:23","date_gmt":"2020-12-18T02:57:23","guid":{"rendered":"https:\/\/social-stand.com\/?p=6678"},"modified":"2021-05-12T14:14:11","modified_gmt":"2021-05-12T06:14:11","slug":"know-your-brands-true-value-before-embarking-on-marketing","status":"publish","type":"post","link":"https:\/\/social-stand.com\/zh\/know-your-brands-true-value-before-embarking-on-marketing\/","title":{"rendered":"\u5728\u958b\u59cb\u71df\u92b7\u4e4b\u524d\u4e86\u89e3\u60a8\u54c1\u724c\u7684\u771f\u6b63\u50f9\u503c"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">\u6211\u6700\u8fd1\u5728 HKU SPACE \u6559\u6388\u4e86\u4e00\u9580\u6578\u5b57\u548c\u793e\u4ea4\u5a92\u9ad4\u8ab2\u7a0b\u3002\u6211\u7684\u5b78\u751f\u4f86\u81ea\u4e0d\u540c\u7684\u80cc\u666f\u3002\u5176\u4e2d\u6709 <\/span><a href=\"https:\/\/social-stand.com\/zh\/bernie-wong-speaks-to-hku-mba-students-on-developing-omni-channel-marketing-campaigns\/\"><span style=\"font-weight: 400;\">\u76ee\u524d\u7684\u71df\u92b7\u4eba\u54e1<\/span><\/a><span style=\"font-weight: 400;\"> \u8ab0\u6253\u7b97\u66f4\u591a\u5730\u4e86\u89e3\u8a72\u5c08\u696d\u3002\u9084\u6709 <\/span><a href=\"https:\/\/social-stand.com\/zh\/bernie-wong-speaks-as-a-guest-lecturer-at-hku-for-e-marketing\/\"><span style=\"font-weight: 400;\">\u5176\u4ed6<\/span><\/a><span style=\"font-weight: 400;\"> \u6c92\u6709\u71df\u92b7\u80cc\u666f\uff0c\u53ea\u60f3\u5b78\u7fd2\u57fa\u790e\u77e5\u8b58\u3002\u9762\u5c0d\u64c1\u6709\u4e0d\u540c\u53d7\u773e\u7684\u6311\u6230\uff0c\u6211\u6c7a\u5b9a\u4fee\u6539\u6574\u500b\u8ab2\u7a0b\u5167\u5bb9\u3002\u6211\u5df2\u7d93\u5305\u542b\u4e86\u65b0\u7684\u7406\u8ad6\u6846\u67b6\uff0c\u4e26\u7528\u73fe\u5be6\u6848\u4f8b\u7814\u7a76\u88dc\u5145\u4e86\u50b3\u7d71\u7406\u8ad6\u3002\u00a0<\/span><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 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 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>\u4f60\u7684\u54c1\u724c\u662f\u6b62\u75db\u85e5\u55ce\uff1f<\/a><\/li><\/ul><\/nav><\/div>\n\n<h3><span class=\"ez-toc-section\" id=\"Good_marketing_is_not_simply_talking_about_your_brand\"><\/span><b>\u826f\u597d\u7684\u71df\u92b7\u4e0d\u50c5\u50c5\u662f\u8ac7\u8ad6\u60a8\u7684\u54c1\u724c\u3002<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a href=\"https:\/\/www.investopedia.com\/terms\/v\/valueproposition.asp\"><span style=\"font-weight: 400;\">\u50f9\u503c\u4e3b\u5f35<\/span><\/a><span style=\"font-weight: 400;\"> \u4e0d\u662f\u4e00\u500b\u65b0\u7684\u6d41\u884c\u8a5e\u3002\u5f9e\u672c\u8cea\u4e0a\u8b1b\uff0c\u9019\u4e0d\u662f\u8981\u627e\u5230\u4e00\u500b\u4eba\u7684\u512a\u52e2 <\/span><a href=\"https:\/\/social-stand.com\/zh\/branding-360-bernie-wong-and-the-advantage-of-evolving-brands\/\"><span style=\"font-weight: 400;\">\u54c1\u724c<\/span><\/a><span style=\"font-weight: 400;\"> \u5728\u5176\u5ba2\u6236\u7684\u9700\u6c42\u7bc4\u570d\u5167\uff0c\u7af6\u722d\u5c0d\u624b\u53ef\u80fd\u6709\u4e5f\u53ef\u80fd\u6c92\u6709\u3002\u901a\u5e38\u7684\u71df\u92b7\u65b9\u6cd5\u53ef\u80fd\u5df2\u7d93\u904e\u6642\u4e86\u3002\u96d6\u7136\u54c1\u724c\u4e0d\u932f\uff0c\u800c\u4e14 <\/span><a href=\"https:\/\/social-stand.com\/zh\/\"><span style=\"font-weight: 400;\">\u71df\u92b7\u6a5f\u69cb<\/span><\/a><span style=\"font-weight: 400;\"> \u7d93\u9a57\u8c50\u5bcc\uff0c\u5f88\u591a\u4eba\u53ef\u80fd\u6703\u843d\u5165\u81ea\u6211\u63a8\u92b7\u7684\u8a6d\u8a08\u3002\u4ed6\u5011\u5217\u51fa\u4e86\u4ed6\u5011\u54c1\u724c\u7684\u7279\u9ede\u3002\u4f46\u4f3c\u4e4e\u4ed6\u5011\u7948\u79b1\u4e26\u5e0c\u671b\u7d50\u679c\u662f\u53ef\u53d6\u7684\uff0c\u5c31\u597d\u50cf\u5728\u7b49\u5f85\u4e00\u500b\u4eba\u7684\u547d\u904b\u6216\u4e2d\u5f69\u7968\u4e00\u6a23\u3002\u6211\u7684\u554f\u984c\u662f\uff1a\u60a8\u662f\u5426\u771f\u6b63\u5f9e\u5ba2\u6236\u7684\u89d2\u5ea6\u8a55\u4f30\u904e\u60a8\u7684\u54c1\u724c\uff1f<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Is_your_brand_a_pain_reliever\"><\/span><b>\u4f60\u7684\u54c1\u724c\u662f\u6b62\u75db\u85e5\u55ce\uff1f<\/b><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><a href=\"https:\/\/alexosterwalder.com\/\"><span style=\"font-weight: 400;\">\u4e9e\u6b77\u514b\u65af\u00b7\u5967\u65af\u7279\u74e6\u723e\u5fb7<\/span><\/a><span style=\"font-weight: 400;\">\u7684\u5546\u696d\u66f8\u7c4d\u503c\u5f97\u4e00\u8b80\u3002\u4ed6\u7684\u4e00\u672c\u66f8\u95dc\u65bc <\/span><span style=\"font-weight: 400;\">\u50f9\u503c\u4e3b\u5f35\u8a2d\u8a08<\/span><span style=\"font-weight: 400;\"> \u4e5f\u975e\u5e38\u9069\u5408\u71df\u92b7\u3002\u5728\u90a3\u672c\u66f8\u4e2d\uff0c\u4ed6\u8209\u4f8b\u8aaa\u660e\u4e86\u4e00\u500b <\/span><a href=\"https:\/\/www.b2binternational.com\/research\/methods\/faq\/what-is-the-value-proposition-canvas\/\"><span style=\"font-weight: 400;\">\u50f9\u503c\u4e3b\u5f35\u756b\u5e03<\/span><\/a><span style=\"font-weight: 400;\">\uff0c\u5176\u4e2d\u54c1\u724c\u4ee3\u8868\u5728\u5716\u8868\u7684\u5de6\u5074\uff0c\u5ba2\u6236\u5728\u53f3\u5074\u3002\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u6211\u60f3\u6bcf\u500b\u54c1\u724c\u7684\u71df\u92b7\u4eba\u54e1\u90fd\u80fd\u8aaa\u51fa\u4ed6\u5011\u7522\u54c1\u548c\u670d\u52d9\u7684\u529f\u80fd\u6e05\u55ae\u3002\u4f46\u662f\u4ed6\u5011\u5982\u4f55\u5c07\u9019\u4e9b\u8207\u5ba2\u6236\u7684\u9700\u6c42\u4ee5\u53ca\u4ed6\u5011\u60f3\u8981\u89e3\u6c7a\u7684\u554f\u984c\u806f\u7e6b\u8d77\u4f86\u5462\uff1f\u9084\u662f\u54c1\u724c\u53ea\u662f\u7c21\u55ae\u5730\u5411\u5ba2\u6236\u63d0\u4f9b\u5176\u6240\u6709\u7522\u54c1\u512a\u52e2\uff0c\u4ee5\u88fd\u9020\u4e00\u7a2e\u932f\u89ba\uff0c\u5373\u4ed6\u5011\u7684\u7522\u54c1\u662f\u5ba2\u6236\u5728\u751f\u6d3b\u4e2d\u7f3a\u5c11\u7684\u6771\u897f\uff1f\u5373\u4f7f\u5be6\u969b\u554f\u984c\u662f\u901a\u904e\u7522\u54c1\u7684\u7279\u6027\u4f86\u89e3\u6c7a\u7684\uff0c\u4f60\u7684\u5ba2\u6236\u7684\u60c5\u611f\u9700\u6c42\u662f\u5426\u8003\u616e\u5230\u4e86\uff1f<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u7576\u5ba2\u6236\u5c0b\u627e\u7522\u54c1\u6216\u670d\u52d9\u6642\uff0c\u4ed6\u5011\u6709\u4e00\u500b\u6216\u591a\u500b\u75db\u9ede\u9700\u8981\u89e3\u6c7a\u3002\u7576\u54c1\u724c\u662f\u9019\u4e9b\u75db\u9ede\u7684\u6b62\u75db\u85e5\u6642\uff0c\u5c31\u6709\u4e86\u5b8c\u7f8e\u7684\u642d\u914d\u3002\u6b63\u78ba\u7684\u71df\u92b7 <\/span><a href=\"https:\/\/social-stand.com\/zh\/tips-to-write-facebook-instagram-ads-that-generate-sales\/\"><span style=\"font-weight: 400;\">\u5167\u5bb9<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/social-stand.com\/zh\/a-new-messaging-experience-on-instagram\/\"><span style=\"font-weight: 400;\">\u4fe1\u606f<\/span><\/a><span style=\"font-weight: 400;\">\uff0c \u548c <\/span><a href=\"https:\/\/berniewong.net\/bernie-wong-on-5-ways-brands-can-reinvent-their-digital-marketing-strategy\/\"><span style=\"font-weight: 400;\">\u6230\u7565<\/span><\/a><span style=\"font-weight: 400;\"> \u5c07\u96a8\u4e4b\u800c\u4f86\u3002\u8a72\u7522\u54c1\u61c9\u8a72\u6709\u52a9\u65bc\u89e3\u6c7a\u9019\u4e9b\u75db\u9ede\uff0c\u4e26\u63d0\u4f9b\u5ba2\u6236\u6b63\u5728\u5c0b\u627e\u548c\u8cd3\u679c\u904a\u6232\u7684\u984d\u5916\u597d\u8655\uff01<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u50f9\u503c\u4e3b\u5f35\u756b\u5e03\u4e0d\u50c5\u50c5\u662f\u4e00\u500b\u7406\u8ad6\u6846\u67b6\u3002\u5728\u5be6\u8e10\u4e2d\u975e\u5e38\u65b9\u4fbf\u3002\u4f5c\u70ba\u4ee3\u7406\u6a5f\u69cb\uff0c\u6211\u5011\u516c\u53f8\u4e0d\u6642\u4f7f\u7528\u5b83\u4f86\u9032\u884c\u548c\u8a0e\u8ad6\u6709\u95dc\u6211\u5011\u5ba2\u6236\u7684\u7814\u7a76\u3002\u9019\u662f\u70ba\u4e86\u4f7f\u6211\u5011\u7684\u71df\u92b7\u4fe1\u606f\u7d93\u904e\u7cbe\u5fc3\u5b9a\u5236\uff0c\u4ee5\u66f4\u5177\u6230\u7565\u6027\u5730\u91dd\u5c0d\u6211\u5011\u7684\u5ba2\u6236\u3002\u71df\u92b7\u4eba\u54e1\u61c9\u8a72\u82b1\u6642\u9593\u4ed4\u7d30\u95b1\u8b80\u9019\u672c\u66f8\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u4f5c\u70ba\u4e00\u500b <\/span><a href=\"https:\/\/berniewong.net\/about\/\"><span style=\"font-weight: 400;\">\u8b1b\u5e2b<\/span><\/a><span style=\"font-weight: 400;\"> \u6bcf\u5929\u70ba\u5ba2\u6236\u52aa\u529b\u5de5\u4f5c\uff0c\u4ee5\u65b0\u6642\u4ee3\u71df\u92b7\u5b78\u8853\u7406\u8ad6\u6b66\u88dd\u8d77\u4f86\uff0c\u6211\u60f3\u6211\u4e5f\u53ef\u4ee5\u8aaa\u6211\u627e\u5230\u4e86\u81ea\u5df1\u7684\u50f9\u503c\u4e3b\u5f35\u3002<\/span><\/p>\n<p><strong>\u8cc7\u6599\u4f86\u6e90\uff1a<\/strong> <a href=\"https:\/\/berniewong.net\/know-your-brands-true-value-before-embarking-on-marketing\/\">https:\/\/berniewong.net\/know-your-brands-true-value-before-embarking-on-marketing\/<\/a><\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>I recently taught a digital and social media course at HKU SPACE. My students came from diverse backgrounds. Among them were current marketers who intend to learn more about the profession. There were also others without a marketing background and just wanted to learn the basics. Faced with the challenge of having a mixed audience, [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":6679,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","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":"default","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 center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[32,315,316,6,54],"tags":[1170,991,1171],"class_list":["post-6678","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","category-digital-marketing","category-social-media-marketing","category-social-media-","category-54","tag-brand-value","tag-value-proposition","tag-value-proposition-canvas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Know Your Brand&#039;s True Value Before Embarking on Marketing - Social Stand<\/title>\n<meta name=\"description\" content=\"I recently taught a digital and social media course at HKU SPACE. 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