跨境营销概述（二十六）：社会化媒体营销Ⅲ

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“跨境营销概述（二十六）：社会化媒体营销Ⅲ”

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Today Xiaobian brings you an article

"Overview of Cross-Border Marketing(26):"Social Media Marketing Ⅲ"

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一、品牌营销基础Fundamentals of Brand Marketing

品牌营销（brandmarketing）是通过市场营销使客户形成对企业品牌和产品的认知过程。品牌营销需要注意以下几点：

Brand marketing is the process of shaping customers' perceptions of a company's brand and products through marketing. Brand marketing should pay attention to the following points:

（1）品牌营销通过各种市场营销手段达成。如讲述品牌故事、建立品牌识别系统等。

Brand marketing is achieved through various marketing methods, such as storytelling and establishing a brand identity system.

（2）品牌营销是一个客户识别和认可品牌的“过程”，故品牌营销需要持续进行，得到客户认可不是一蹴而就的。

Brand marketing is a "process" through which customers identify and recognize brands, so brand marketing needs to be continuous; gaining customer recognition is not something that happens overnight.

（3）品牌营销的目的是植入心智模式，这种心智模式往往是比较模糊的感受，故品牌营销需要载体，除产品外，还要有相应的服务，还要有视觉识别，如LOGO。

The purpose of brand marketing is to implant a mental model, which is often a rather vague feeling. Therefore, brand marketing requires a medium; in addition to the product, there also needs to be corresponding services and visual recognition, such as a logo.

品牌营销的主要作用是：一是获取品牌溢价，即提升产品毛利；二是获得客户忠诚，即提升业务稳定性。

The main functions of brand marketing are: first, to achieve brand premium, which means increasing product gross profit; second, to gain customer loyalty, which means enhancing business stability.

此外，品牌营销还有以下作用：

In addition, brand marketing has the following functions：

（1）有助于企业适应市场，满足消费者需求；

Helps businesses adapt to the market and meet consumer demands;

（2）有助于企业在市场竞争中占有优势；

Helps enterprises gain an advantage in market competition;

（3）有助于提高企业的效率。

二、实施社会化媒体品牌营销Implementing social media brand marketing

1.品牌营销的内容Content of Brand Marketing

（1）品牌营销主题要明确，在一个时段里要围绕一个主题进行营销。

The theme of brand marketing should be clear, focusing on a single theme for marketing during a specific period.

（2）品牌营销内容的主题要用极简的语言表达，优秀的品牌口号对品牌传播至关重要。

The theme of brand marketing content should be expressed in extremely simple language, and an excellent brand slogan is crucial for brand communication.

（3）品牌营销的内容应系统规划，围绕核心内容，保持品牌一致性。

The content of brand marketing should be systematically planned, centered around core content, and maintain brand consistency.

2.品牌营销的受众Audience of brand marketing

（1）对营销受众进行细致的画像，特别留意喜欢互动和传播的粉丝。

Create detailed profiles of the marketing audience, paying special attention to fans who enjoy interaction and sharing.

（2）应努力将普通用户转化为忠诚粉丝，增加品牌内容的传播者。

We should strive to convert ordinary users into loyal fans, increasing the spreaders of brand content.

（3）针对转发行动，考虑设置一些奖励措施。

Consider implementing some incentive measures for forwarding actions.

（4）充分重视帮助传播的忠诚粉丝，并重点奖励。

Fully value the loyal fans who help with spreading and focus on rewarding them.

（5）合适的时候，可以请忠诚粉丝参与品牌营销内容的创造及传播。

At the right time, loyal fans can be invited to participate in the creation and dissemination of brand marketing content.

3.品牌营销的渠道Channel of brand marketing

渠道有自己的特性，品牌营销受渠道特性制约，主要考虑渠道成本与效率。品牌营销的成本主要来自广告投放（由营销渠道收取）和内容创作（由营销策划公司收取）。一般投放成本占比很大，大约在70%以上，如果没达到，则需要反思一下内容利用率。品牌广告投放一般选用CPM计费模式或者CPT计费模式（按展示时长计费，就像高速路牌广告一样）。品牌广告成本主要通过预算来控制。

Channels have their own characteristics, and brand marketing is constrained by these channel traits, mainly considering channel costs and efficiency. The costs of brand marketing mainly come from advertising expenditures (charged by marketing channels) and content creation (charged by marketing planning companies). Generally, the proportion of expenditure costs is quite large, approximately over 70%. If it does not reach this level, there is a need to reflect on the utilization rate of the content. Brand advertising is typically billed using the CPM (Cost Per Mille) model or the CPT (Cost Per Time) model (billed based on display duration, similar to highway billboard advertising). The costs of brand advertising are mainly controlled through budgeting.

品牌营销的效率主要由社媒平台的用户数量、忠诚粉丝数量，以及传播“驱动力”等有关。

The efficiency of brand marketing is mainly related to the number of users on social media platforms, the number of loyal fans, and the "driving force" of communication.

4.品牌营销创新Brand marketing innovation

品牌营销因成本高、难度大，往往追求极致创新。

Brand marketing often pursues extreme innovation due to high costs and difficulties.

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