內(nèi)容多元化

Content diversification

每個(gè)平臺(tái)都有獨(dú)特的內(nèi)容風(fēng)格，例如，公眾號(hào)以圖文為主，微博以140字內(nèi)的短狀態(tài)加照片為主，抖音以15秒到1分鐘的視頻為主。

Each platform has its own unique content style. For example, the official account is dominated by images and texts, the microblog is dominated by short statuses within 140 words plus photos, and Tiktok is dominated by videos of 15 seconds to 1 minute.

企業(yè)在多個(gè)平臺(tái)上建立賬號(hào)，可以使內(nèi)容形式多元化，吸引不同受眾群體。

Establishing accounts on multiple platforms can diversify the form of content and attract different audience groups.

例如，共青團(tuán)中央入駐到00后聚集的B站，發(fā)布原創(chuàng)視頻吸引這些年輕用戶關(guān)注，用戶可以發(fā)彈幕進(jìn)行評(píng)論。

For example, the Central Committee of the Communist Youth League has settled in Bilibili, where the post-00s gather, and has released original videos to attract the attention of these young users. Users can post bullet comments.

分散風(fēng)險(xiǎn)

Diversify risk

企業(yè)集中在某一平臺(tái)運(yùn)營(yíng)，如果不幸出現(xiàn)“黑天鵝事件”，例如被封掉，則會(huì)前功盡棄。2017年6月，包括“毒舌電影”“關(guān)愛(ài)八卦成長(zhǎng)協(xié)會(huì)”在內(nèi)的大號(hào)遭到了永久封禁，在此之前“毒舌電影”就做了相關(guān)的App，及時(shí)把粉絲引導(dǎo)到新平臺(tái)，因而封號(hào)的影響程度被降低。

If a company operates on a certain platform and unfortunately experiences a "black swan incident", such as being shut down, all previous efforts will be wasted. In June 2017, major accounts including "Poison Tongue Movies" and "Love Gossip Growth Association" were permanently banned. Prior to this, "Poison Tongue Movies" had created related apps to guide fans to new platforms in a timely manner, thus reducing the impact of account bans.

建立矩陣也是納西姆·尼古拉斯·塔勒布在《反脆弱》一書中提到的遇到波動(dòng)和不確定性的情況下一種可靠的解決辦法。

Establishing a matrix is also a reliable solution for dealing with fluctuations and uncertainty, as mentioned by Nassim Nicholas Taleb in his book Anti Fragility.

協(xié)同放大宣傳效果

Collaborative amplification of promotional effects

建立矩陣后，不同平臺(tái)的產(chǎn)品及調(diào)性可以形成互補(bǔ)。企業(yè)為了獲得更多的流量，更大的曝光量，就需要更多的平臺(tái)來(lái)宣傳推廣自媒體的平臺(tái)、產(chǎn)品。而目前眾多的新媒體平臺(tái)的誕生，就為企業(yè)提供了很好的良機(jī)。

After establishing the matrix, products and tones from different platforms can complement each other. In order to gain more traffic and exposure, enterprises need more platforms to promote and advertise self media platforms and products. The emergence of numerous new media platforms has provided excellent opportunities for enterprises.

企業(yè)根據(jù)不同平臺(tái)的要求，申請(qǐng)入駐，由易到難，逐步打造新媒體矩陣網(wǎng)絡(luò)，從而獲得更多的流量，更大的曝光量。

Enterprises apply for entry based on the requirements of different platforms, gradually building a new media matrix network from easy to difficult, in order to obtain more traffic and greater exposure.

企業(yè)必走的全網(wǎng)營(yíng)銷之路

The Road of Full Network Marketing that Enterprises Must Take

全網(wǎng)營(yíng)銷是全網(wǎng)整合營(yíng)銷的簡(jiǎn)稱，指將產(chǎn)品規(guī)劃、產(chǎn)品開發(fā)、網(wǎng)站建設(shè)、網(wǎng)站運(yùn)營(yíng)、品牌推廣、產(chǎn)品分銷等一系列電子商務(wù)內(nèi)容集成于一體的新型營(yíng)銷模式，是集傳統(tǒng)網(wǎng)絡(luò)，移動(dòng)互聯(lián)網(wǎng)，PC互聯(lián)網(wǎng)為一體進(jìn)行營(yíng)銷。

Whole network marketing is the abbreviation of whole network integrated marketing, which refers to a new marketing mode integrating a series of e-commerce content such as product planning, product development, website construction, website operation, brand promotion, product distribution, etc. It is a marketing mode integrating traditional network, mobile Internet, and PC Internet.

全網(wǎng)整合營(yíng)銷的優(yōu)勢(shì)在于：提升品牌形象、規(guī)范銷售市場(chǎng)、促進(jìn)整體銷量、解決線下銷售瓶頸、完善客服體系、梳理分銷渠道。

The advantages of integrated marketing across the entire network include enhancing brand image, standardizing sales markets, promoting overall sales, solving offline sales bottlenecks, improving customer service systems, and streamlining distribution channels.

雖然每個(gè)企業(yè)的投入的資源、資金、人員等各不相同，營(yíng)銷的力度也不相同，但是對(duì)于絕大部分對(duì)于品牌意識(shí)比較注重的企業(yè)來(lái)說(shuō)，全網(wǎng)營(yíng)銷是他們必然要追求的目標(biāo)。

Although the resources, funds, personnel, and marketing efforts invested by each enterprise vary, for the vast majority of enterprises that place great emphasis on brand awareness, full network marketing is a goal they must pursue.