• 作者：曲向军、韩峰、吉翔、蒋治平、刘娅琦和陈序 来自： 麦肯锡 点击： 次 日期：2020-12-25

DANGQIAN，GUONEIJINGJIZENGZHANGDONGLIZHUJIANCONGQIYETOUZIZHUANXIANGJUMINJIATINGXIAOFEI，NEIDIYAOCHENGSHIJUMINSHOURUYUCAIFUBUDUANZENGJIA，TUIDONGYINXINGZHUANXIANGYIKEHUJINGYINGWEIHEXIN。DUIYINXINGERYAN，“LIULIANG”SHIHUOQUKEHUDEQIANTI，SHIKEHUJINGYINGDEBIYAOZIYUAN。

SHOUXIAN，LIULIANGSHIKEHUJINGYINGQIDIAN。YINXINGCONGGUOQUWEIRAOQUDAO、opeTIYUDIANJINGGUANFANGWANGZHANDEJINGYINGMOSHI，ZHUANXIANGWEIRAOKEQUNDEQUANXINJINGYINGMOSHI，XUYAOJIANGLIULIANGJINGYINGZUOWEIQIDIAN，YUJINGXIHUADEKEQUNJINGYINGXIANGJIEHE，XINGCHENG“HUOKE-HUOKE-JIAZHIZHUANHUA”DEBIHUAN。

其次，流量是稀缺资源。银行在流量获取方面处于“追赶者”的角色，面临互联网+巨头、金融同业的激烈竞争，以及日渐“挑剔”的客户需求。互联网+平台通过提供便捷的线上服务（例如“衣食住行游购娱”），已充分占据流量红利，留给银行的腾挪空间所剩无几。同时，线上金融服务同质化问题严重，新入局者缺乏吸引用户转投其下的诱因和动力。

因此，银行应将流量作为客群经营的关键要素，围绕“蓄”（集中流量资源）、“用”（引流获客）、“评”（评估流量效率）三个方面，建立一套完整的流量运营体系，让流量成为银行业绩的重要推动力。此外，银行还需要建立起辅助流量运营的组织能力和敏捷机制。本文将结合互联网+及金融同业的实践，叙述银行如何通过“三步走”的方法，建立起企业级的流量经营能力。

第一步 集中流量资源，建立渠道画像

QUDAOSHILIULIANGDEZAITI。DUIYINXINGERYAN，LIULIANGQUDAOYOU“YITILIANGYI”GOUCHENG：

“YITI”：JIYINXINGCHUANTONGDEXIANXIAQUDAO，BAOKUOWANGDIAN、KEHUJINGLIDENG，ZHEISHICHUANTONGYINXINGCHUDAKEHUDEZHUYAOQUDAO。SUIZHEYUELAIYUEDUOYONGHUSHIYONGZAIXIANJINRONGFUWU，RUJINYINXINGDEXIANXIAQUDAOZHENGZHUBUXIANG“JINRONG+ZONGHEFUWU”ZHUANXING。RUMOUSHANGYEYINXING，JIEHEJITUANSHENGTAIQUANFUWU，ZAIWANGDIANDAZAO“JINRONG+SHENGHUOXIAOFEI”DEZONGHEFUWU，BAOKUOLIANHEJITUANCHEZHUSHENGTAITUICHU“QICHESHENGTAIKUAISHANDIAN”。TONGSHI，JIYUJITUANKEHUSHUJU，JINGZHUNYINDAOKEQUNQIANWANGWANGDIANTIYAN，TISHENGXIANXIAFUWUTUIJIANDECHENGGONGLV。

“LIANGYI”：SHIYINXINGHUOKEDEXIANSHANGQUDAO，YOU“JINRONGCHANGJING”HE“SHENGTAICHANGJING”GOUCHENG。SUIZHEYIDONGHULIANWANGDEPUJIYIJIZAIXIANYONGHUJIZENG，XUDUOGUONEIYINXINGZHUDONGJIANGJINRONGYEWUZAIXIANHUA，DAZAOSHOUJIYINXING、WEIXINYINXINGDENGYIXILIE“WANGLUOJINRONGCHANGJING”。YIMOUSHANGYEYINXINGDESHOUJIYINXINGFUWUWEILI，2019NIANMOYONGHUSHUTUPOLE9000WAN。CIWAI，YUELAIYUEDUODEYINXINGKAISHICHANGSHIDAZAO“SHENGTAICHANGJING”，TANSUOTONGGUOFEIJINRONGCHANGJINGCHUDAYONGHU，SHIXIANHUOKE、HUOKEDEMUBIAO。YIMOUSHANGYEYINXINGYILIAOJIANKANGSHENGTAIWEILI，2019NIANDIYUEHUOYUEYONGHUTUPO6000WAN，ZHANJITUANHUOYUEYONGHUSHUDADAO20%YISHANG。

JIZHONGQUDAOZIYUAN，JIANGDIHUOKECHENGBEN

SUIZHELIULIANGQUDAODEKUAISUZENGZHANG，YINXINGMIANLINZHELIANGDATIAOZHAN：

DIYI，QUDAOSHIYONGCHENGBENGAO。YOUYUBUTONGQUDAOFENSHUBUTONGBUMENGUANLI，KUABUMENGOUTONGCHENGBENGAO，YINCIYINXINGJIAONANJIZHONGQUDAOZIYUAN，TONGGUOJINGXIHUADEQUDAOYUNYING，JIANGDILIULIANGHUOQUCHENGBEN。

DIER，YONGHUTIYANSUIPIANHUA。YOUYUQUEFATONGYIDEQUDAOGUANLIXITONG，ZAOCHENGYINXINGZAIGEQUDAOSHANGPUSHEYINGXIAOSUCAISHI，JIBENYILAIRENGONGCAOZUO，XIAOLVPIANDIQIEWUFABAOZHANGXINXICHUANDIDEYIZHIXING，ZAOCHENGBUTONGQUDAOYONGHUTIYANBUYIZHI。YIMOUGUOYOUYINXINGDEXINYEWUTUIGUANGWEILI，YOUYUXUYAOZAI50DUOGEQUDAOJINXINGRENGONGPUSHE，ZAOCHENGHUODONGSHANGXIANHOU，CHUXIANZHANSHINEIRONGBUTONGYIDEQINGKUANG，YINGXIANGYONGHUTIYAN，YEZAOCHENGLEYINGXIAOZIYUANDELANGFEI。

JIYUSHANGSHUWENTI，YINXINGYINGDANGYIZIYUANJIZHONGHUAWEIMUBIAO，JIANLI“YIGEXITONG、YIGETUANDUI”，JIANGSANDIANZHUANGDEQUDAOZIYUANJUHEQILAI。

• YIGEXITONG：JIQUDAOGUANLIPINGTAI，TIGONGQUDAOZHUCE、QUDAOPAIQI、QUDAOPUSHEDENENGLI。

• YIGETUANDUI：JIQUDAOYUNYINGTUANDUI，FUZEYIYOUQUDAODEGUANLIHEXINZENGQUDAODETUOZHAN。

YIMOUHULIANWANGJINRONGPINGTAIDESHIJIANWEILI，ZAIYEWUBUMENNEISHELILEZHONGXINHUADEYUNYINGTUANDUI，TONGYIGUANLIGELEILIULIANGQUDAOZIYUAN。TONGSHI，GAITUANDUIPEIBEILEXIANSHANGHUADEQUDAOGUANLIPINGTAI，QUDAOZIYUANZHUCE、FENPEI、XIAOGUOPINGGU，DOUZAIGAIXITONGNEIWANCHENG。

JIANLIQUDAOHUAXIANG，TISHENGYINLIUXIAOLV

RUGUOSHUOYONGHUHUAXIANGSHIHUOKEJINGYINGDE“DENGTA”，NEIMEQUDAOHUAXIANGJIUSHIHUOKEJINGYINGDE“ZHINANZHEN”。BUTONGQUDAO，DAIBIAOZHEBUTONGDEKEHUXUQIU，YIXIANSHANGQUDAOWEILI，DIANSHANG、SHEJIAO、YULE、XINXI、ZHIFUSHIDANGQIANZUIZHUYAODEWUDAQUDAOLEIXING。YAOTISHENGBUTONGQUDAODEHUOKEXIAOLV，YUNYINGZHEBIXUSHOUXIANLIJIEGAIQUDAODE“REN”（GAIQUDAODEKEQUNTEZHENG），RANHOUPUSHE“HUO”（ZAIGAIQUDAOTIGONGSHENMEYANGDEFUWU、opeTIYUDIANJINGGUANFANGWANGZHAN）。QUDAOHUAXIANG，ZHENGSHIFUWUYUGAIMUBIAODEGUANJIANGONGJU，TONGGUODUIYUBUTONGQUDAODESHUJUFENXI，JIANGKEQUNTEZHENGHENEIRONGTEZHENGBIAOZHUZAIQUDAOSHANG，ZUOWEIZHIDINGQUDAOYINLIUCELVEDEYIJU。YIMOUXIANSHANGQUDAOWEILI，18~35SUINIANQINGNVXINGZHANZHUTI，ZHUYAOFENBUZAISAN~WUXIANCHENGSHI，ZAIGAIQUDAOYINEIRONGXIAOFEIWEIZHU，ZHIFUYIYUANDI，PIANHAOYULEXINGNEIRONG。ZAIGAIQUDAOHUAXIANGDEZHIYINXIA，YINXINGKEYIJIANLIGEXINGHUADEQUDAOYINLIUCELVE，RUYULEMINGXINGDAIYANJIEHEDIMENJIANLICAIopeTIYUDIANJINGGUANFANGWANGZHAN。

QUDAOHUAXIANGDEJIANLIKEYITONGGUONEIJIAN、WAILIANLIANGZHONGFANGSHISHIXIAN：

NEIJIAN：JIYUYINXINGZIYOUDE、BUTONGQUDAODELISHISHUJUFENXIDECHU。RUYINXINGKEYIJIEHESHOUJIYINXINGDEKEQUNTEZHENGHEKEHUXINGWEIFENXI，DECHUSHOUJIYINXINGDEQUDAOHUAXIANG。

WAILIAN：TONGGUOYUWAIBUYINGXIAOPINGTAIDEHEZUO，ZHIJIEHUOQUTEDINGQUDAOHUAXIANG。

第二步 建立从潜客到新客的引流策略

ZAIWANCHENGQUDAOZIYUANJIZHONGGUANLI、BINGJIANLIQUDAOHUAXIANGHOU，YINXINGJIUJUBEILEJINXINGLIULIANGYUNYINGDEQIANTI。JIEZHE，XUYAOANZHAO“XINGQU-YINRU-JIHUO”SANGEJIEDUAN，FENBUZHOUJIANGQUDAODELIULIANGBIANCHENGYINXINGXINKE。

第一阶段：Awareness，兴趣阶段

XINGQUJIEDUANDEMUBIAO，SHITONGGUOQUDAOBUFANGDEYINGXIAOSUCAI（RUYINGXIAOHUODONG、TUWENDENG）CHUDAMOSHENGRENQUN，RANGSHOUZHONGCHANSHENGJINYIBULEJIEDEYIYUAN。ZHEIYIJIEDUANDEGUANJIANSHI“REN（KEQUN）、HUO（ZHANSHISUCAI）、CHANG（QUDAO）”SANZHEDEPIPEI，KEYIJIEHEQUDAOHUAXIANGZHIDINGCELVE。YIMOUHULIANWANGSHENGHUOFUWULEIPINGTAIWEILI，LIULIANGYUNYINGTUANDUIHUIGENJUBUTONGQUDAODEHUAXIANGSHUXINGZHIDINGYINLIUCELVE，LIRUZAI“JIAGEGAOMINGAN”KEQUNWEIZHUDEQUDAO，TOUFANG“XINKESHOUDANLIJIAN”、“MAIJIUSHENG”DENGTUCHUGAIPINGTAIJIAGEYOUSHIDENEIRONG；DUIYI“PIANHAOMEISHI”KEQUNWEIZHUDEQUDAO，TOUFANG“DANGDIBICHIBANG”DENGZHUTI，XIYINKEQUNDEGUANZHU。

第二阶段：Acquisition，引入阶段

ZAIYONGHUCHANSHENGYIXIANGHOU，YINXINGXUYAOJIANGQIANZAIKEQUNKUAISUDAIRUDAOZHUCELIUCHENGZHONG，JIANGQIANKEZHUANHUAWEISHISHIZAIZAIDE“XINKE”。ZHEIGEGUOCHENGXUYAOJIEJUEHAOLIANGGEWENTI，FENBIESHIYONGHUJILI（CUCHENGYONGHUWANCHENGZHUCEDEDONGLI），YIJIYONGHUTIYAN（ZHUCEGUOCHENGSHIFOUJIANDAN、BIANJIE）。

SHOUXIAN，JILISHICUCHENGZHUCEDETUISHOU，YINXINGCHUYUANQUANXINGDEKAOLV，XIANGBIYUHULIANWANGopeTIYUDIANJINGGUANFANGWANGZHAN，YOUZHEFUZADEZHUCELIUCHENG。CISHI，JILIKEYITISHENGYONGHUWANCHENGZHUCEDEDONGLI。YIGEHAODEJILIJIZHI，XUYAOJUBEILIANGGETEDIAN：

• JILIDEYOUXIAOXING：JILIYONGHUXUYAO“ZHENCHENG”，QIEJIGUODUBAOZHUANG，ZHIZAO“PAOMODAJIANG”。BIRU，MOUDIANSHANGPINGTAI，GAOZHIXINYONGHUWANCHENGZHUCEHOUJIKEHUODEBAIYUANDALIBAO。RANERKEHUWANCHENGLIUCHENGHOU，FAXIANSUOWEIDE“BAIYUANLIBAO”，XUYAOZAIXIAOFEIJINQIANYUANHOUCAIKEFENCIDUIHUAN，ZHEILEIYINGXIAOXUETOUJIDATOUZHILEYONGHUXINREN，BINGBUKEQU。

• JILIDEXIANGGUANXING：JILIXUYAOYUopeTIYUDIANJINGGUANFANGWANGZHANXIANGGUAN，RUTIGONG“MIANXIQUAN”DEJIANGLI，KEYIZAIXUANCHUANJIEDAIopeTIYUDIANJINGGUANFANGWANGZHANDETONGSHI，TISHENGKEHUSHOUCITIYANopeTIYUDIANJINGGUANFANGWANGZHANDEDONGLI。XIANGFAN，MOUXIEQIYEWEILESHIXIANJINGRENDEYONGHUZENGZHANGZHIBIAO，TONGGUOFAFANGXIANJINHONGBAODEFANGSHI，HUAQIAN“MAI”XINKE。ZHEILEIJILIFANGSHIDAIHUIDEWANGWANGSHIDALIANG“HAOWANJIZOU”DE“YANGMAODANG”，DUIYUXIWANGTONGGUOopeTIYUDIANJINGGUANFANGWANGZHANLIUZHUKEHU、CHANSHENGZHANGQIJIAZHIDEYINXINGLAISHUO，MEIYOUTAIDUOSHIJIYIYI。

QICI，YONGHUTIYANSHIWANCHENGZHUCEDEGUANJIAN。TISHENGZHUCETIYANXUYAOJIEJUEHAOLIANGGEWENTI，YISHICHANGJING，JIZAINAERWANCHENGZHUCE；ERSHILIUCHENG，JIYONGHUXUYAOJINGGUOZENYANGDEZHUCEGUOCHENG。JIEHEHULIANWANGHEJINRONGTONGYEDESHIJIAN，YINXINGYINGDANGCAIYONG“JIN”CHANGJINGHE“QING”LIUCHENGDECELVE。

• CHANGJING“JIN”，JIRANGYONGHU“ZUBUCHUHU”DIZAIDANGQIANQUDAOWANCHENGZHUCE，WUXUZAIDUOGEQUDAOJIAN“LAIHUIBENBO”。BIRUDUIYUWEIXINQUDAO，KEYITONGGUOWEIXINXIAOCHENGXUDEFANGSHI，RANGYONGHUJIUJINWANCHENGZHUCE，BUYONGXIAZAIApp。

• LIUCHENG“QING”，JIRANGYONGHUYONGZUIDUANLUJINGWANCHENGZHUCE。GENJUHULIANWANGDESHIJIAN，MEIZENGJIAYIBULIUCHENG，ZHUCECHENGGONGLVJIUHUIXIAJIANG10%。

第三阶段，Activation，激活阶段

YONGHUWANCHENGZHUCEHOU，XUYAOTONGGUOJIHUO，SHIYONGHUCHENGWEIHUOYUEXINKE。ZHEIYIJIEDUANYECHENGWEI“XINKEQI”，YINXINGKEYICONGYONGHUJIAOYU、YONGHUHUDONGLIANGFANGMIANRUSHOU，YOUXIAOJIHUOXINKE。

• YONGHUJIAOYU，JITONGGUOopeTIYUDIANJINGGUANFANGWANGZHANYANSHI、FUWUTIYANDENGSHOUDUAN，BANGZHUYONGHUSHUXIYINXINGopeTIYUDIANJINGGUANFANGWANGZHAN、FUWU。LIRUMOUSHANGYEYINXING，ZHENDUISHOUJIYINXINGZHUCEDEXINYONGHU，SHEZHILE“XINSHOUJIANGTANG”NEIRONGMOKUAI，TONGGUOSHIPIN、TUWENDENGXINGSHI，XIANGYONGHUJIESHAORUHETONGGUOSHOUJIYINXINGJINXINGHUIKUAN。

• YONGHUHUDONG，JIBACHANGYONGCAOZUO（RUCUNKUAN、ZHUANZHANGDENG），BIANCHENGQUWEIXINGDERENWUWANFA，JIEHEYIDINGDEQUANYIJILI，YINDAOYONGHUZAIXUEXICAOZUODETONGSHI，YANGCHENGSHIYONGXIGUAN。RUMOUSHANGYEYINXING，TUICHULE“NENGLIANGBANG”DEHUDONGWANFA，YONGHUTONGGUOZUORENWU、ZANNENGLIANG，DUIHUANXIANGYINGJIANGLI。ZAIGAIYINGXIAOHUODONGHOU，YINXINGYOUXIAOJIHUOLEDALIANGXINKE，QIZHONGGUIBINYONGHUYUEZHAN23%。

第三步 聚焦活跃新客的价值评估

WANCHENGQIANKEDAOXINKEDEZHUANHUAHOU，YINXINGXUYAOCONGCHENGBENHESHOUYILIANGGEWEIDU，DUIQUDAOHUOKEXIAOLVJIANLILIANGHUAPINGGUDEBIAOZHUN。DUIYINXINGERYAN，YIBANKEYICAIYONGAAC（HUOYUEXINKEHUOQUCHENGBEN，Active acquisiton cost）HELROI（XINKEQITOURUCHANCHUBI）LIANGGEZHIBIAOJINXINGPINGGU。

AAC（活跃新客成本），聚焦价值客群获取成本

AACZHITOURULIULIANGHUOQUDEZONGCHENGBEN/JIHUOXINKESHULIANG。AACYUCHUANTONGYINGXIAOHUODONGZHONGDECAC（Customer Acquistion Cost，CESUANHUOKECHENGBEN），CUNZAIXIANZHUCHAYI。AACZHUYAOKAOCHAJIHUOXINKE，GUANZHUNENGGOUCHANSHENGZHANGQIJINGYINGJIAZHIDEZHENSHI、HUOYUEYONGHU；ERCHUANTONGYINGXIAOZHONGDECACTONGCHANGZHIKAOLVHUOKESHULIANG，QIZHONGBAOHANDALIANGZHUCEDANWEIJIHUOKEHU。DUIYINXINGERYAN，HUOKEMUBIAOSHICONGBUTONGQUDAOHUOQUZHENSHI、HUOYUEDEXINKE，YINCICAIYONGAACKEYICHONGFENJIDIAOHUOKE“SHUIFEN”，JUJIAOJIAZHIKEQUNDEHUOQU。

LROI（XINKEQITOURUCHANCHUBI），JUJIAOXINKEZHANGQIJIAZHI

LROIZHIZAIXINKEQINEI，XINKEJINGYINGDEZHENGTISHOUYI/XINKEQIYINGXIAOCHENGBEN。

LROIYUCHUANTONGYINGXIAOZHONGDEROICUNZAILIANGGEMINGXIANQUBIE：

DIYI，LROIGUANZHUXINKEDEZHANGQIJIAZHI，TONGGUOJIANGXINKEQIDEZHENGTISHOUYINARUJISUAN，YINDAOJINGYINGTUANDUICONGZHIGUANZHUDANCIYINGXIAOHUODONGDE“DUANXIANSIWEI”，ZHUANBIANWEIGUANZHUXINKECHIXUJINGYING，TISHENGZHANGQIJIAZHIDE“ZHANGXIANSIWEI”。

DIER，LROIKAOCHAXINKEZAI“JINRONGCHANGJING”HE“SHENGTAICHANGJING”NEICHANSHENGDEZHENGTISHOUYI，ERZAICHUANTONGYINGXIAOZHONG，WANGWANGZHIKAOLVJINRONGZHUYEDESHOUYI。LROIGENGJIAFUHEDANGXIA，YINXINGTONGGUOTUIDONGSHENGTAICHANGJINGJIANSHE，TISHENGYONGHUJIAZHIDEZHANLVEDAOXIANG。

JIANLILIULIANGJINGYINGTUANDUI，BUQISANLEIRENCAI

WEILESHIXIANGAOXIAODELIULIANGYINRU，YINXINGXUYAOJIANLIDULIDEYUNYINGTUANDUI，DUILIULIANGDEJINGYINGXIAOLVFUZE。TONGSHI，SHEZHIQUDAOYINRU、LIULIANGYUNYING、SHUJUFENXISANLEIZHINENG，FENBIEFUZELIULIANGGUIMO、LIULIANGZHUANHUA、XIAOLVTISHENG。

• QUDAOYINRU：TONGGUOWAIBUYINRU，ZENGJIALIULIANGQUDAOZIYUAN。YINRUFANGSHIZHUYAOBAOKUOLIANGZHONG：YISHIMEIJIECAIMAI，JITONGGUOFUFEIGUANGGAODEXINGSHIHUOQULIULIANG。ERSHIZHANLVEHEZUO，JITONGGUOSHUANGFANGQUANYIHELIULIANGHUHUAN，DADAOCONGHEZUOQUDAOHUOQULIULIANGDEMUDE。

• LIULIANGYUNYING：JIYUJIZHONGHUADELIULIANGQUDAOZIYUAN，SHEJISANJIEDUANDEYUNYINGCELVE，DACHENGHUOKEMUBIAO。LIULIANGYUNYINGXUYAOJUBEI“PANHUOCUNLIANG，CHUANGZAOZENGLIANG”DENENGLI。“PANHUOCUNLIANG”SHITONGGUOZHIDINGLIULIANGFENFAGUIZE，YIFANGMIANGUANLIYONGHUTIYAN，BIRUDANCHUANGMEIZHOUCHUXIANDEPINCIGUANLI；LINGYIFANGMIANZUIDAHUAHUOKEXIAOLV，BIRUGENJUBUTONGYINGXIAOHUODONGDEHUOKEXIAOLV，SHEDINGZIYUANWEIFENPEIDEYOUXIANJI。“CHUANGZAOZENGLIANG”SHIZHIZAICUNLIANGQUDAOZHONGFAJUEXINZIYUAN，BIRUMOUGUOYOUYINXINGTONGGUODUIBIAOHULIANWANGTONGLEIApp，BUCHONGQUESHIDELIULIANGWEIZHI，JIANGZIYOULIULIANGZIYUANTISHENGLE30%。

• SHUJUFENXI：SHUJUFENXIDEHEXINZHINENG，JIJIYULIULIANGJIAZHIPINGGUZHIBIAO（AAC，LROI），FENXIQUDAOXIAONENG，TONGSHITICHUYOUHUAJIANYI。

敏捷迭代，提升流量运营效率

CHULEJIANLIDULIDELIULIANGJINGYINGTUANDUIWAI，YINXINGHAIXUYAOCAIQUMINJIEDIEDAIDEYUNZUOJIZHIYIQUDONGLIULIANGYUNYINGGAOXIAOYUNZHUAN。SHOUXIAN，YINXINGYINGJIANLIQICONGJIHUADAOYOUHUADEDIEDAIBIHUAN。QICI，JIEZHU“ZUOZHANSHI”LAIGAOXIAOQUDONGKUABUMENTUANDUIJINXINGMINJIEDIEDAI。

CAIYONGPMAOMOXINGJIANLIDIEDAIBIHUAN

JIANLICONGJIHUA（Plan）、JIANKONG（Monitor）、FENXI（Analysis）、YOUHUA（Optimize）DEDIEDAIBIHUAN。YIMOUHULIANWANGJINRONGopeTIYUDIANJINGGUANFANGWANGZHANWEILI，ZAIYINGXIAOHUODONGQIDONGQIAN，LIULIANGJINGYINGTUANDUIHUIGENJUXIANGMUHUOKEMUBIAO，JIYUJIZHONGHUADELIANGZIYUAN，JIANLIPAIQIBIAO（Plan-JIHUA）。JIEZHE，SHUJUFENXIHUIYUYEWUTUANDUI

TAOLUNXUYAOJIANCEDEYUNYINGSHUJU，WANCHENGSHUJUMAIDIANHEBAOBIAOCHUANGJIAN（Monitor-JIANKONG）。ZAIHUODONGSHANGXIANHOU，SHUJUFENXIRENYUANHUIZHENDUIBUTONGQUDAODEHUOKEQINGKUANGJINXINGMEIRIFENXI，LIRUFAXIANMOUQUDAODIYUYUQIBIAOXIAN，JIUHUIYUJINGYEWUTUANDUI，BINGCONGKEQUNBILI、YINGXIAOZHUANHUADENGFANGMIANFENXIKENENGCUNZAIDEWENTI（FENXI-Analysis）。ZUIHOU，LIULIANGYUNYINGRENYUANHUIGENJUSHUJUFENXITIGONGDECELVEJIANYI，DIAOZHENGYUNYINGCELVE（YOUHUA-Optimize）。

JIANLIZUOZHANSHI

ZUOZHANSHITONGGUOGUDINGKONGJIAN、SHIJIAN、YITIDEYUNZUOJIZHI，DADAOXIANGXIANGMUTUANDUIQINGXICHUANDIXIANGMUMUBIAO，BINGGAOXIAOTUIJINXIANGMUJINZHANDEMUDE。YIMOUGUOYOUYINXINGJINXINGXINYEWUTUIGUANGDESHIJIANWEILI，QITONGGUOLIANHEGONGZUOZUDEXINGSHI，JIANGXIANSHANG、XIANXIAGEQUDAOGUANLIBUMENDEYEWUDAIBIAO，ANPAIZAITONGZHIBANGONG。GAIJUCUOYOUXIAOJIEJUELEYEWUBUMENGOUTONGBUCHANGDEWENTI，ZHENGHELEBUTONGTUANDUIJIANDEKEYONGLIULIANGQUDAOZIYUAN，ZUIZHONGJIANGZIYUANXIAOLVTISHENGYIBEI。

LIULIANGJINGYINGSHIYINXINGZHENDUIKEQUNJINXINGSHUZIHUAJINGYINGDEQIDIAN。JIANYUYINXINGLIULIANGQUDAOFENSAN、SHUZIHUACHENGDUDI、QUEFAYUNYINGFANGFADEXIANZHUANG，YINGDANGXIANCONGZIYUANZHENGHERUSHOU，JIANLIQIQIYEJIDELIULIANGCHIZIYUAN。RANHOU，WEIRAOHUOKEZHEIYIHEXINMUBIAO，JIANLI“QIANKE－XINKE－HUOYUEXINKE”DESANJIEDUANYUNYINGCELVE。ZUIHOU，YINXINGXUYAOCONGCHENGBENHESHOUYIWEIDU，TONGGUOHUOYUEXINKEHUOKECHENGBEN（AAC）HEXINKETOUCHANBI（LROI）LIANGHUAPINGGULIULIANGHUOQUXIAOLV。CIWAI，YINXINGHAIYINGDANGTONGGUODULIDELIULIANGJINGYINGTUANDUIHEMINJIEJIZHI，CHIXUTISHENGZISHENDEHUOKENENGLI，WEIKEQUNCHIXUYUNYINGDAHAOJICHU。

ZUOZHE：

QUXIANGJUNSHIMAIKENXIQUANQIUZISHENDONGSHIHEHUOREN，CHANGZHUXIANGGANGFENopeTIYUDIANJINGGUANFANGWANGZHAN；

HANFENGSHIMAIKENXIQUANQIUDONGSHIHEHUOREN，CHANGZHUSHENZHENFENopeTIYUDIANJINGGUANFANGWANGZHAN；

JIXIANGSHIMAIKENXIQUANQIUDONGSHIHEHUOREN，CHANGZHUSHANGHAIFENopeTIYUDIANJINGGUANFANGWANGZHAN；

JIANGZHIPINGSHIMAIKENXIXIANGMUJINGLI，CHANGZHUBEIJINGFENopeTIYUDIANJINGGUANFANGWANGZHAN；

LIUYAQISHIMAIKENXIXIANGMUJINGLI，CHANGZHUBEIJINGFENopeTIYUDIANJINGGUANFANGWANGZHAN；

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