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【MBAChina網(wǎng)訊】

1月11日，有關于泛內(nèi)容時代的品牌培育與重塑機遇的閉門研討會在西浦國際商學院 (IBSS) 舉行。主題鎖定了大數(shù)據(jù)對品牌營銷與推廣的作用，提出應用創(chuàng)新的視角重構(gòu)傳統(tǒng)行業(yè)。此次研討會吸引了許多相關行業(yè)的高管前來參加。來自極易電商、京東，顧家家居，壹見傳媒，茉莉傳媒，德瑪貝爾，全賦，琢石資本等多家公司的高管對此次研討會的主題展開了討論。

（A closed-door seminar of brand cultivation and reshaping opportunities in the age of pan-content was held at the Xi'an Jiaotong-Liverpool University (XJTLU) International Business School Suzhou (IBSS) on January 11th. The theme of this seminar focused on the role of big data in brand marketing and promotion. It proposed to reconstruct traditional industries from the perspective of innovation. The seminar attracted many executives from relevant industries. Executives from ecMAX, JD, Kukahome, One See Media, Jasmine Media, DerMabell, QuanFu, Zhuoshi Capital and other companies discussed the theme of the seminar.）

西浦國際商學院校企合作經(jīng)理Douglas Shearer

論壇開始之前,來自西浦國際商學院校企合作經(jīng)理Douglas Shearer先生對與會代表們致辭歡迎，并介紹了IBSS的愿景和使命，對未來和這些公司的合作提出了展望。參加此次研討會的各界精英也表示很高興能有機會在西浦校園參與這樣的活動。

（Before the start of this seminar, Mr. Shearer from the Business Engagement Team of IBSS welcomed the delegates and introduced the vision and mission of IBSS. Mr. Shearer proposed the prospect of future cooperation with these companies. The elites from all walks of life who participated in this seminar also expressed their great pleasure to participate in such activities on the campus of XJTLU。)

來自壹見傳媒的Alex先生首先對現(xiàn)如今的“種草營銷”進行了簡單的介紹，提出了利用內(nèi)容創(chuàng)造需求，并用電商滿足供給的思路。他認為應該把Product-Market Fit (PMF) 作為市場營銷的基礎，并強調(diào)了產(chǎn)品是最好的種草素材，消費者是最好的種草渠道，管理人員應保持渠道敏感度，持續(xù)發(fā)現(xiàn)流量的價格洼地，以保持競爭優(yōu)勢。

(Alex from One See Media made a brief introductionof the current “grass marketing”. Then, he put forward the idea of using content to create demand and meet the supply by e-commerce. He pointed out that product-market Fit (PMF) should be taken as the basis of marketing. Alex also emphasized that products are the best “grass marketing” materials while consumers are the best channels of marketing. Managers should keep the sensitivity of channels and continuously find the flow of low price to maintain competitive advantages.)

來自茉莉傳媒的Monica女士也對品牌孵化的泛內(nèi)容生態(tài)構(gòu)建方案提出了自己的理解。在討論中，她提出內(nèi)容營銷應圍繞消費者的心智鏈路出發(fā)，并提出了A.I.P.L.的模型，意為通過種草內(nèi)容的持續(xù)曝光和長期沉淀，使消費者的態(tài)度實現(xiàn)從認知(Awareness)到興趣(Interest)到購買(Purchase)最后到忠誠(Loyalty)的轉(zhuǎn)變。

(Monica from Jasmine Media also put forward her own understanding of the pan-content ecological construction scheme of brand incubation. In the discussion, she proposed that content marketing should focus on the mental link with consumers. At the same time, she introduced the model of A.I.P.L., which means that through continuous exposure and long-term precipitation of “grass marketing”, consumers' attitudes can be transformed from Awareness to Interest to Purchase to Loyalty.)

此外，來自顧家家居的與會人員提出了基于內(nèi)容生態(tài)和創(chuàng)新運營模式的品牌孵化實操，來自京東的Bruce也對京造與泛內(nèi)容時代下的投資機遇提出了自己的看法。

(In addition, participants from Kukahome illustrated the brand incubation practices based on content ecology and innovative operation mode. Bruce from JD also put forward his own views on the investment opportunities in the era of JD Production and pan-content.)

西浦國際商學院劉國權(quán)副教授

西浦國際商學院運營與供應鏈管理項目主任劉國權(quán)博士也參與了本次探討，劉博士曾在英特爾公司工作了十余年，他在供應鏈優(yōu)化上的經(jīng)驗也為互聯(lián)網(wǎng)營銷碰撞出新的火花。劉博士認為這次活動通過投資人分享新零售的創(chuàng)新，不僅對B2C市場的實踐和研究有很多啟發(fā)性，對B2B市場也有很強的借鑒性，對商學院的課程設計同樣有很強的指導性。很多嘉賓現(xiàn)場提出想和商學院進行各個方面的合作。期待未來能舉辦更多這類的活動。

(Dr. Liu Guoquan, Programme Director ofOperations and Supply Chain Managementin IBSS also participated in this discussion. Prior to joining in IBSS, Dr. Liu worked at Intel for more than 10 years. His experience in supply chain optimization has also created new sparks for Internet marketing.Dr. Liu thought that this activity not only has a lot of inspirations for the practices and researches of B2C market, but also has a strong reference for B2B market by sharing the innovation experience of new retails with investors. In addition, it can also guide the courses design of IBSS. Many guests expressed their hope for cooperation with IBSS in various aspects. They look forward to having more of these events in the future.)

本次研討會在商界間構(gòu)筑了交流的橋梁，踐行了IBSS成為商科教育和商業(yè)可持續(xù)發(fā)展催化劑的使命。

(This seminar builds a bridge of communication between the business community and fulfills IBSS’s mission of acting as a catalyst of business education and sustainable development。)