IP营销引不爆,到底哪里熄火了

DADUOSHUQIYEDOUYINGGAISIKAOZHEIYANGYIGEWENTI:WEISHENMEHUADAJIAQIANMAILEGEIPXINGXIANG,ZUIHOUQUEXIAOGUOSHENWEI?YOUKENENGNIYIJINGWURULEIQULE。SUIZHEYINGSHIYULEYEYIJIXINMEITIDEFAZHAN,HENDUOPINPAICHANGSHIBAZIJIFAZHANCHENGIP,DANGRANZHEISHIYIGEMANZHANGDEDAOLU,XUYAOTOURUDALIANGDUANQINEIJIANBUDAOXIAO

DADUOSHUQIYEDOUYINGGAISIKAOZHEIYANGYIGEWENTI:WEISHENMEHUADAJIAQIANMAILEGEIPXINGXIANG,ZUIHOUQUEXIAOGUOSHENWEI?YOUKENENGNIYIJINGWURULEIQULE。

SUIZHEYINGSHIYULEYEYIJIXINMEITIDEFAZHAN,HENDUOPINPAICHANGSHIBAZIJIFAZHANCHENGIP,DANGRANZHEISHIYIGEMANZHANGDEDAOLU,XUYAOTOURUDALIANGDUANQINEIJIANBUDAOXIAOGUODEJINGLIHECAILI。YEYOUHENDUOQIYEHUIJIELIDANGHONGIPDAZAOZIJIDEPINPAI,DANDADUOSHUQIYEHAISHIWEILECENGERCENG,GENBENMEIYOUMINGBAIIPDEJIAZHI,DUOSHUSHIWEILEGENFENG,KANBIERENZAIZUO,FANGFOZIJIBUZUOJIUYAOLUOHOU。

DANIPJIUJINGSHISHENME?IPDEJIAZHIZENMECAINENGJIFACHULAI?DADUOQIYEDOUMEIYOUSHENDUSIKAOZHEIGEWENTI,JIUZHIJIEHUADAJIAQIANMAILEGEXINGXIANG,RANHOUZUOBAOZHUANG、ZUOCHUANBO,ZUIZHONGXIAOGUOSHENWEI。FUPANZONGJIESHISHIGAIHUAIYIZIJIHAISHIHUAIYIIP?BIZHERENWEISHIYINWEIWURULEYIXIAJIGELEIQUDAOZHIDE。

过度追求一夜爆红

ZHEISHIYIGEXINTAIWENTI,YOUHENDUOQIYEKANDAOYIXIEYINGXIAOWANGZHANANLIFENXI、PENGYOUQUANZHONGGUANYUIPYINGXIAODEANLIFENXIANG,JUEDEZIJIBUGAOYIGAOJIUYAOLUOHOUYUZHENGGEQUSHI,BIERENDOUNENGGAOHUO,WOWEISHENMEBUNENG?YIWEIZIJIKANDAODEJIUSHIDAJIAKANDAODE。SUOYIWANGWANGDUIIPJINXINGXUANZEDESHIHOU,BUQUKAOLVSHIFOUYUZISHENPINPAIXINGXIANGPIPEI,GUODUZHUIQIUYIYEBAOHONG,RENWEIIPYUEDA,XIAOGUOYUEHAO。JIEGUOWANGWANGJIUSHIHUALEDAJIAQIANZIHAILEYIBA,PINPAIGENBENMEIYOUCHUANCHUQU。IPBUSHICHIFAN,BINGYUEDACHIDEYUEBAO,IPSHICHUANYIFU,HEBUHESHENZIJIZHIDAO。

QICIHENDUOPINPAIGENBENMEIYOULIJIEIPDEZUOYONG。IPFUYUPINPAIGENGDUODESHIYIGEZONGHEXIAOYING,RENGEXINGXIANG、JIAZHIGAN、CHUANBO、MEIYUDUDENG,CHUANBOZHISHIQIZHONGYIKUAI,DANGRANYESHIZUIZHONGYAODEYIKUAI。NEIMERUHEXUANZEYIGESHIHEZIJIDEIPNI?

SHOUXIAN,IPYINGXIAOBENSHENSHIHEPINPAIQUDONGXINGQIYE,YINWEIIP、PINPAIDOUSHIHUODE,CHANPINSHISIDE。ZHIYOUHUODEBINGJUYOURENGEMEILIDEDONGXICAINENGPENGZHUANGHUOHUADADAOSHIBANGONGBEIDEXIAOGUO,SUOYICHANPINQUDONGXINGJIANYIHAISHIBUYAOMANGMUTOURU。

DIER,RENQINGZIJIZHENZHENGZAIXIAOFEIZHEMIANQIANDEYANGZIHUOZHESHIZIJIXIANGZAIXIAOFEIZHEMIANQIANCHENGXIANSHENMEXINGXIANG。BAPINPAIHEIPKANCHENGLIANGGERENDEHUA,ZAICONGXIAOFEIZHEDESHIJIAOLAIKANNIDEPINPAIHEIPLIANYINSHIFOUMENDANGHUDUI、NANNVBANPEI。

WOMENZAIJUECESHIFOUHEZUOIPDESHIHOUYINGGAIBAOXIAXIANZHENGSHANGYOU,ERBUSHIBAYIYEBAOHONGDANGZUOJUECEDEBIAOZHUN。SHENGENGPINPAI,YOUJIEZOU、YOUMUDEDILAQUYONGHUCAISHIZHENGDAO。

机枪乱扫,浪费粮草

SHANGMIANWOMENJIANGLERUHEXUANZEYIGESHIHEZIJIDEIP。NEIMEYOULEYIGESHIHEZIJIDEIPHOUQIYEWANGWANGYOULIANGZHONGJIDUANDEZUOFA。YIGESHIWOMENSHANGMIANGANGTIDAODEYIWEIBANGSHANGLEDAIP,JIUCHIHEBUCHOU,BEIBAOYANGDEXINTAI,RENWEISUOYOURENZHIYAOGUANZHUDAOIPJIUKEYIGUANZHUDAOPINPAI。LINGYIZHONGQINGKUANGSHI“DASIXUANCHUAN”“JIANRENJIUKAN”,BUGUANBIERENYOUMEIYOUGONGMING,ZIJIXIANHAIQILAILE。ZHEIZHONGQINGKUANGCHANGCHANGSHI,QIYEHUALEDAJIAGEMAILEIP,JIYUZHAOGAOTIANXIA。HUALEHENDADEZIJINTOURUJINQU,XIAOGUOSHIYOUDE,DANSHIXINGJIABIBUGAO。YINWEIGENBENMEIYOUKAOLVXIAOFEIZHEDEGANSHOU。NEIMERUHEZUODAOYOUXIAOLVDETOUFANGNI?SHUODAOCHUANBODEBENZHI,YAOYONGDUIFANGTINGDEDONGDEYUYANGOUTONG,NEIMEIPJIUTIGONGLEHENHAODENEIRONGSUCAI。

WOMENBARENQUNFENWEISANBUFEN。

DIYIBUFENWOMENZIJIDEGUYOUYONGHU,ZHEIGESHIHOUIPDEZUOYONGSHITISHENGPINPAIXINGXIANG、CHONGCHINEIRONG,SHUOBAILEJIUSHIGAOSUZIJIDEYONGHUWOYIZHIZAIGAOSHIQING,YIZHIZAICHANGSHIZUOYIXIEHAOWANDESHIQING,CONGERTISHENGPINPAIMEIYUDU,YINWEIZHEIXIEYONGHUBENSHENDUINISHILEJIEDE,NINENGZUODAODESHISHUACUNZAIGAN。HENDUOQIYEHEZUOIPYIHOUZHIGUZHECHUANBOXINYONGHUERHULVELELAOYONGHUDEWEIHU。

DIERBUFENSHIIPFEN,ZHEIBUFENYONGHUKENENGSHIDADUOPINPAIDEMUBIAO,QUESHIZHEIBUFENYONGHUYESHIIPHEZUOZHONGZUICHUSHOUKEDEDEYIKUAIROU,PINPAIQIYEHUALEZHEIMEDAJINGLIHAOBURONGYIYOUNEIRONG、YOUSUCAI、YOUGUSHIQUJIANGLE,YIDINGYAOHAOHAOLIYONGYIXIA,BUGUOYEYAOZUODAOYOUDEFANGSHI。

DISANBUFENRENQUNSHIKANRENAODE,KENENGDUILIANGGEPINPAIDOUYOUSUOLEJIEDANBUSHIYONGHU,ZAITAMENDESHIJIAOLIZHIGUANXINZHEIGESHIQINGHAOBUHAOWAN,QISHIZHEIYANGDERENYEHENZHONGYAO,DADUOSHIXINGYENEIDEMEITI、YOUSHANG、JINGXIAOSHANGDENG,TAMENBUYIDINGSHIXIAOFEIZHE,DANYINGXIANGLIHENDA,KEYIDANGZUOGANGGANLAIQIAODONGZHENZHENGDEXIAOFEIZHE,BUGUOYAOXIANGYINGXIANGZHEIBUFENKANRENAODERENQUN,JIUYIDINGYAOBASHIQINGGAODA。

SHUODAOGAOSHIQING,YIDINGRAOBUKAI“KUAJIE”LIANGZI。

不是所有的跨界都有火花

JINNIANLAIYOUHENDUODAJIAJINJINLEDAODEKUAJIEIPYINGXIAOANLI,BIRUofoXIAOHUANGCHEYUXIAOHUANGREN、NONGFUSHANQUANYUGUGONG、QIWEITUSHUGUANYULUZHOULAOJIAO,DOUJUYOUKETAOLUN、YOUQU、YICHUANBODENGYOUSHI。ZHISUOYIYOUZHEIYANGDEYOUSHISHIYINWEI“FANCHA”DAPORENMENNAOHAIZHONGGUYOUDELUOJI,BINGJUEDEHENHELI。

“FANCHA”SHIKUAJIEDEJIBENYUANLI,FANGDAOIPYINGXIAOSHANGYESHIYIYANGDE,YESHIKUODAYINGXIANGLIDEZHONGYAOSHOUDUAN。WOMENJIANGUOHENDUOQIGUAIDEKUAJIE,BIZHEYEJIANGUOHENDUOKUAJIEDECAOPANREN,DANGLIAODAOWEISHENMEXUANZEZHEIYANGZUODESHIHOU,WOZHITINGDAO“FANCHA”ERZI。“FANCHA”SHIKUAJIEDEBIYAOTIAOJIAN,ERBUSHIWEIYITIAOJIAN。FANCHAZHISHIBIAOXIANG,HENDUOWOMENJUEDEHENHAOWANDEKUAJIEYINGXIAOANLI,QISHIZHENZHENGXIYINWOMENDEBINGBUSHIFANCHA,ERSHIFANCHABEIHOUHELIDELUOJI,LUOJITONGLECAINENGZUOCHUYILIAOZHIWAI、QINGLIZHIZHONGDEAha Moment(DUNWUSHIKE)。RUGUOBUZHUIQIULUOJIZHIZHUIQIUFANCHA,JIRENDEGANJUEKENENGHUIHENSHA,KENENGZHENDECHUANBOCHUQULE,DANDUIPINPAILAISHUOBUJINBUHUITISHENG,SHENZHIHUILADIMEIYUDU。ZHEILIJIANGDAODELUOJIBAOKUOYONGHURENQUN、XINGXIANGSHEDING、NEIRONGCHANCHU。ZHEIXIEZUOBUHAOHUIRANGXIAOFEIZHEYICHAOFENGDEXINTAIKANDAI,ZIJIBENSHENDEYONGHUYEHUIJUEDEDIULIAN。

WOJIUCENGCENG

“CENGREDIAN”SANGEZI,XIANGXINDAJIAYIDINGBUMOSHENG,YEJIUSHIZHEISANGEZIMOGUANGLEDUOSHAOXINMEITIXIAOBIANDETOUDING。YOUHENDUOIPYESHIREDIAN,BIRUDANGHONGYINGSHIJU《DOUTINGHAO》、XIAOZHUPEIQI、GUGONGDENG。PINPAIYOUSHIHOUKENENGZIJINBUZU,BUXIANGMAIIP,SUOYIRENWEICENGPINPAIDEREDIANSHIYIJIANXINGJIABIBIJIAOGAODESHIQING。DANYIDINGYAONONGMINGBAI,CENGREDIANDEHEXINSHICENGSHIER,ERBUSHICENGIP,YINWEIIPSHIZHANGQIYANXUDE,ERREDIANHUIHENKUAIYANXIAOYUNSAN。CENGREDIANMEIYOUWENTI,DANBUYAOHUNXIAOIPHEREDIANDEGAINIAN。ZAIZHEILITIXINGYIXIAGEWEI,RUGUOMEIYOUGUANFANGSHOUQUAN,ZUIHAOBUYAOSUIBIANCENGIP,YINWEISHOUXIANYOUFALVFENGXIAN,QICIRUGUOSHOUFABUGAOJIXIAOFEIZHEHUIJUEDEHENGA,YOUZHEIGESHIJIANHEJINGLIDAOBURUHAOHAODAMOYIXIACHANPIN。DANGRANRUGUOBAOZHE“GAOLEWO,WOJIUCHUMINGLE”DEXINTAIYEWUKEHOUFEI,DANYIDINGYAOXIANGHAO。

ZHONGGUOYIJINGCHENGWEISHIJIEDIERDAJINGJITI,GUOJIASHILIDEQIANGDA,BAOZHENGLEWOMENGUOHUOPINZHIYIJINGBEIXIAOFEIZHERENKE。PINPAIDEFAZHANYEXUYAOYUGUOJIPINPAILAJINJULI,DAZAOWOGUODECHAOJIIPPINPAI,YIJINGCHENGWEIWOMENZHEIYIDAIQIYEJIANFUDESHIMING,XIWANGGUONEIPINPAIZAIIPHUADEJINCHENGZHONGKUAISUWENDINGDIFAZHAN。



ZUOZHEJIANJIE:WANGJIAOJING,BEIJINGGANDEPIAOLIANGWENHUACHUANMEIYOUXIANopeTIYUDIANJINGGUANFANGWANGZHANLIANHECHUANGSHIREN。

ZUOZHE: WANGJIAOJING  LAIYUAN: 《XIAOSHOUYUSHICHANG》2019NIANDI10QI


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