ToB企業(yè)營銷增長白皮書

1、 ; fi fi01.02.03.04.fifl ; # $ flfi1 $ fi !yfl fifi 7,fi%fl)45fl 43= ,6#0Lfl,fi3= ($? .210)fi*fifl yfl fifi ,fi% fi$fi; $ fl %yflflfl; fi 80:Myfl6,$:M%flfi ,22YZLfi; J$Myfl6; $,fim flQ:,s4% 3%fle fl,fimMyflfiThfiflQD *+1fi; fl*+1fi; %yfl fifl%yflfl ; %5 fi *+1fi; fl%yflfl ; / fi$16142637129655201420

2、15MU:ffi 221$Myfl;g20162017201820192020yJ2 13%86%42%249%114%276137%fim Fj.fifl3 FIfiS pd fi.34 %fl%yflfl,gflfl; %yflfl fifi,fl%yflfl -z%5#. fi;fi4 %yflfiThfi& fl214fl,$; fiMyfl6offl!7 215$14Lfi; J$ 218%yflffi,$129; JMyfl6Eflz,1$s7fi EJL: “b” $fi; $U . $fi; $zW ,222$fi; EyflIfl;Xz21J$SPfiHE$flfi; %$:

3、 !Th$,%fifl:flfi,(fi: CflB!A;$A; ;(fifi; +yflfl ,%$fi; ,!,%p$222$fi; EyflIfl;Xz,fi$fi; Eyfl)_TflD9.fiflfl$fl flfifl,T$fi$; fiafl$, 5fifi 8LflK$fi; fiEyfl) $S=JPOHE$fl,QR!$fi;,Eyfl),!fl;C*fiFflz fifi; “b flfl”1,=255.2361.5463.4137.7538.1161.3758.5667.5567.8567.569.1572.9176.676.4277.6277.97fi$fl$yflk

4、fiLfi/Rfln;zky$flflfiyflfi$12)$fifla(%)2212194yfl B$; ThK$*:L;nfi,fl:$;Pyfl;,fl1%,J 5%fiL,fl$_$ _$fi,|fifi;:$yfl;$,fififl JgSAPAribgfifififi;,C ypgflfiL ;$Afi $;fl_$fi,$fifififi; fifi;fi$:W ,fi;$fi$flfifi$,J=fi ;,e$yflfiz U; fl ;fifi$:Wd(fie)fl,;fifi$ ; gflfiflfi _fifl$,hflfifi; fie :$fl3fl;bzflfl 2

5、22yfl;_$d ,ffi 221$yfl;yd ,W 221;d 94.7%93.8%93.%92.7%92.5%5.3%6.2%7.%7.3%7.5%21721821922221E%flyfl;4yfl;H3=L9 4yfl;H fi,fl; %34yfl;Hfiflflfl,7,-$P$g;ofl1fly ;, fiflflfi;yfllfi,fi;yflfl1%$yfl;flofl ,$flfl)fl:1.fi;L;fifi$ 2.;_$fifi,J$fifififi;,flfl $ 2fiKFfl$2flfl;H $,flCDfi0fifl$;fififimffieflufl,$y

6、flfiU; L:6B;fi;fifl,flfiflfi_fifl$,fi$ N;H$EflTh fl(% ) yfl ($; Th1$ : + ,31# *,32 ,fl322) ; ,3fl$fifl- !$fl#0,fl fi$fi$ 3 fi fl$ $fl$ $ $flfi fi3 fi$ 3 fifi yfl $; Th)$: g fl3*&+*%&, (flfi gfl 3*#*,fi; fi( %.? +%Th 8Th )/;fi0-1$yfi%fl %E,fi%3C;B;G# fi;B ($fl ; fl fl fl , fl fi,fi$fl g%2211 2212 221

7、3 2214 2215 2216 2217 2218 2219 2211 22111 22112 2221 2222 2223 2224 2225 2226 2227fi4%fl :$ $ ,$ ,$% ,2211$2227$36%fl fi28%fl fi fi$fl 27%fl fi23%fl fi flfi $,fl $,fiflfl2211 2212 2213 2214 2215 2216 2217 2218 2219 2211 22111 22112 2221 2222 2223 2224 2225 2226 2227fifi PC 7% 73%72% 72% 68% 71%74%6

8、7% 68% 69% 68% 69% 68% 67%69%6% fi$fl :$ $ ,$ ,$% ,2211$2227$89%8% 88%flfiY,8%fl ak ,$fi$,fi$I kfi$fi$flfiY22252215fi23+:$fififlyOY$Uflflz“TThYffifl$IflJ8%fl+:fflflJVflfiifiT%2pJqUIfiyflI+:fi$lg“fi8ThJm$flfi$kJuyx+:fififl.fifi )figz$flfi+:(tfig$Ji$flyIfl$flThJfl+:fiN$fiflfl OYy$yJfi$I+:k$fl$flF4b$fi

9、,pflyU1fl+:fifizIfiflXfiThJ+:fiflfl$ThJfl$fi$bfl$ fi W fi$ +:Jfl“fi Ufl :$,$,$% ,2225$v2215$fl$& 1 ,flfi4 ,flI/%+1 ,.fi : 7fl5$fi$fl0flI/%38%flflfi4 TOP1y fl62%flfi$ITOP1y fl28% %flfly/flFG/5yfly/yG/Ifly.%fly/%flThfi2Ifly/GG/GTOP1y fl62% %fl%fl/iiIflh/flh/%.%fl/flflh/mI/flh/$flh/y%flI/flTOP1y fl44%

10、%fl2/fl/h/h./h/Thfl/P$/;fi/flhEh/flTOP1y fl9% %flfip/fiflfl:/I?p/ ?p/=/$./; gp/Ifi5/yp/zp/fipTOP1y fl56%flfi$(lC)/fiyfi/fl/yflfi/fl#fi$/ThRfi ,0%IOT% 1%=fi$12%0PfifiS$CR5=39%Cfi ,0%IOT% 18%=fi-5%0PfifiS$CR5=71%fifi ,0%IOT% 17%fiffiffi56%0PfifiS$CR5=75%yflfi ,0%IOT% 6%69B:$p;L$6, 22245$fifl.fiA.-fi3f

11、i ,0P5K0%IOM% 7T fi fi$fl6 ,! ; fi ,)-; #cfiLffiYX fi/(J /$L#cfi ffiYXJ$/Jfi;fi/fiIfir/fi;2 g p;w8&fl flfl $; ,$q (6 $3AEOY:$D$E,$E,$%,$p;w$E, 2225$;fi/fiIfir/fi; $ p#Jfi ,fiWg; $E8bfl,flE; $fl1 5p#cfiIfi)flL; $&;fi I3Lfl8y-;fljJ$;8&/fi/fl+flflT BjS$;$,.X.L.#c3A-q $34U=flt; S,ky; $,I/flL (6 fi1 Lfl,

12、$ ; fl flfi ,fi1$1 ,202101 202102 202103 202104 202105 202106 202107 202108 202109 202110 202111 202112 202201 202202 202203 202204 202205&+.:$%$&,$&,$%1,$p;$&,2211$2225$,flfi2225$v2215$ g3#1,%/ fi2fiflkfi11 $T B5D-2225$3=$* fi4%,T B5; +fi8L$D- p; T B5D-fl fi128%, 3fi(E, $ 6D- fi(4 $ g; g1 flfi$T B5

13、D-p; T B5D-4%fl fi128%fl fi$; fi1fl, fl fi$2)K&H-A fl.46:$,$.,$.,$%,$p;E$., 2225$fiflfi&fiflfi=fiflfi fiflfi fiflfi bfiflfififlfi&fiflfi=fiflfi fiflfi fiflfi bfiflfiflfi? 7F-0fi8%flflI9/$fi$fl1:fi$I CflA$bfl$fl; )KLfl$ p;Ey$),TOP17fiJ5B )KG flG flflB fl 9fi, 2.$fi$3B flLfifi&H fl0: flk$*: ) ,$! (0,1

14、(1,3(3,5(5,10(10,15(15,20(20,30(30,40(40.50(50,60(60.70(70.80(80,90(90,120 (120,180 (180,+) :5:$p;T$5,2216$2225$. 315 /flfi,ZF?+ $G_PVNYy$QflyZQ $8SKR ,-fifl$= fib,8:$zflfl;A T )L;&$ %fifi$flfi$A fiAfiAAA$fi ffi$ fi fl!:fi $flfl ,( $ +(0,1(1,3(3,5(5,10(10,15(15,20(20,30(30,40(40.50(50,60(60.70(70.80

15、(80,90(90,120(120,180(180,+);%$ #fifiA fi A Afi A$flfi$A fl(0,1(1,3(3,5(5,10(10,15(15,20(20,30(30,40(40.50(50,60(60.70(70.80(80,90(90,120(120,180(180,+);%$ #fifiA fi A Afi A$flfi$A flPC0 &:$p;5$,2216$2225$0fifi : :PC0$3fl$;Afl51,fifi0$ $fl fl31:;$PC0A$fl$,fi fi.fl fi / fi :$ ;) g fi fi ,Tfi$% $ -,/

16、$;) g fiflfi$Tfi$ -/ 202105202205fl fi68%fl fi11% fl :$p;!$,2225$v 2215$;) fi#fl$ #% k , fi / /$/g flfl flATh$ ,2$,2AThg ,2$,2ATh ,2$,2ATh ,2$,2614%697%26%26% !:$p;/$ ,2225$,2 /./ .$. .3flA*fi(fi,2 $ $ $ Thfi,fi / /$/g flATh $ ATh $ ATh$ $ AThg $ 169%88%21%37% #:$p;2$ ,2225$ 2.2 .$. 13flA-fi+fi/5 $

17、$ &X$(#:4;xXt4t$=1.2.3.4.5.6.7.16V1VKR:DfiT Bj;xdX$Jflp;x$Aflsfi($/v 3)fl.osfi$,fi$5,2225$;%$ $fl, fi$fl ,$ $fi,% fl ) * )yfiflT BjX|gfifi$X,fip;xfi ,$flAflsfi($/v 3)=,flfip-.Jn$.w?3tsfi$,l#fi(1/16)t, Thfl2fifl.$tN)$27: fi Efi :Gfififi2 k : 4X$A8:T Bp; PfiFrL$V, ;(qV4Nk)p; #$rL(,p;)fl3v y$fi$BB.!315

18、 EflficZ.$gy; YuPCl$fl$;Afl5 1,fifil$flNPClA$ 5fl dfiN$fi ;(6fl ?.N#fi,fioflp.$K/SK2$z/.=PN#/ /$/,3flvfiflAvfi*,$Is,N flp,vNY)yyfl7B ;fifi1fl, +ffi 06 fi fi , fi &(-fi :fi ; +fl$, ; +3,$ ; +!fi ,fi(; ,fi/8 U3$,fiKV)*Sfi ; ; $ ; $;N,:fiF flfi9,ZM6:=N$, fi?;/C$0fiW; ,flfl,fl$=L,flRG,J4H ,T 5 Cfl$ fl$

19、+ 3 $ +! +fl *(; & ; ; fi (-#(-fl I fl$ : ; fi ; fififlfl.*p;+(1 $3.*p;+.* fifip;+(1 $3fi!+2#2flfifiB2B )flfififi fl; : ; J $KE fifiE $KEp;P,Y B2BL fi ,VHfi fl2fi/,fi JFfi ,#fifi,:$ , fi:J flfiL$ : flfl T B:; I T C: rflSfi,5AbfiflS,Ufifi$:,$K,$zyvfifl$ffi,w+y: yfifl$%5,w$6fifiHflflfiHfltqT B v T C;f

20、iHA:fiSt p1x:fiflfiH:o:$fi.$DA po:$ZW.$hTSt p2%:fl%kflfiH: :8.fi.flfi;F:.F$St p3fiU:XflfiH: fiYfl.Ih.h.g St p4z:fiflfiH: fin.afls._fl? $ :fi %, fl flfl$flflflxYzflfi%flfifi$ flfl figfi7fifiJAfl$o$ fl W; v= flfl flfl$7$ofi,ySfiL/A,$ fl 74%b #Vfi, fifle$.$gflfl;9flAfiO, 19+fi/7N6.5W+J,#Ifi/7N13+QLZWfi

21、/UO 7NJ&flZUO?Bfi 23Ifi/7N5.4WJfi/5fi:DAfiPZ fifi/: #Ifi/:&$- flfi IJ, I ThC$,X%fi =,!#Ifi/7N13+ QL fifi$fiPZfi/fiQ;fl fl I : / $ ; yfl gJ+22L.zWJ+22L.W$%;fly$:p.3pzzlMI)O:pfi,flficq,fi%flfl.z.y,fiz CPC, R,fijo,fi- 7*24fifl7-RI,fifi2flfl,fifiXnK/Xy3;A,3 App .J%.%3:$,%/%$ O:$,:RI:OW b.App.PC$:OJS.H5f

22、lfirlR)fiRI,fifiRI6wWcq:$U$W,Ui:fi2225$v2215$fl:$pzz,222L.,;flWfi E$fl7NfiW,zbWtIIflfit+Q%Ui+$%I)Ui I : 8fi$, fi$Th $fi fl+14%H:A/fl+15%EL/fl+5%H:E/fl+36%ELA/fl+61%E /J?15E-T8fififl34.E5fl+143%.E5/39:$+$/,U7+ fifi2225$v2215$fl fi$p=/,2225$v2215$:/# (CDP),!KP 839$lD,$IfiGfl,)$flR% fi$ 3 : ;, gfl; &,!

23、fl fiffi fl/L;!,$flflfi#r.3 Gfl,$fi; $L;d;, fi,#r.h.$,fi; )aflYz | % .$,zflfi$L,p;?,p;Bfi,gfifl )?,$.$L,Mfi$; ; )?!Ths$ l1A:,y,flfi Gflmfl,fiflfiThfiJfi4Pflfifl,=$fi$ fl,tqpflk,ofi:,f%fi;flfi | fi1 fl&,!fl fiffifl/flp;d;,$;fl8fi$ fi,fiBq%EB hET fi$flfis,219; fl8$,flp;4fl, fifl$flI fl; $flL,$p;G“fifl

24、.TL.”$fiflLfi!Q+6fiQ+$dKfi :Q/Q0$.$fiZlNfi:Q QR$s/fi/3T I flTpZ$d fi$=fl|fl$FfiJ$ fflNfizpJI$zk$zBfi 5jLI$z$I$z$ zB flflffiIfl fi7n3/ /Zfi:|fi A #$fl-$+I$L,fi3z$ ,ufl| $nrPGCefi JNfiffiLI$z flI$fi7nKOLfiUGC fi$(fiAfiflT;LfloP;L/ /Zfi:=|fi $flIb Egffi$Afi/sT)I$,fi,ul $s,$ fi?fl$sT?fl$fifiT?fl$sT$ fl

25、)yflsT fl” flOfi)fiT fl” fi)& flzfi;$fl$Q (/fiflfl:Jg$j +fixVYUflfl&fi24h$jUflTfiflbgnn r.fiy/ /JAThQ (/Q QR$yXGAlH$fi 1661flREACT$Afi 149fla$i2OBTAlH$flA 75%WElGHfi 196%fi 551%fi$V 12+ :fi$ %,fi6X+.,fl : fiSfl$p,y.3I)=,fiSflk%pyfi=W; EGflL$p?, O$o1%,Y$fly fipyflo,$V; “+”5o$ 6 fi (27,$ 2%$pF $B,Bu$cJE Ofl,$ofl%Eflfi_ EflpPCAB,fl:$hfi,o%Bfi$oflEfiCIflfl 8 ,*fl, fi$0fifi4,$,Sflflp?;$: ,A,$:$ %zfl,y; pyfi Sflr$y,flm)