{"id":18282,"date":"2014-07-18T10:30:05","date_gmt":"2014-07-18T02:30:05","guid":{"rendered":"http:\/\/buzzorange.com\/citiorange\/2014\/07\/18\/how-to-sponsor-a-national-sport-event\/"},"modified":"2014-07-18T10:30:05","modified_gmt":"2014-07-18T02:30:05","slug":"how-to-sponsor-a-national-sport-event","status":"publish","type":"post","link":"https:\/\/buzzorange.com\/citiorange\/2014\/07\/18\/how-to-sponsor-a-national-sport-event\/","title":{"rendered":"\u3010Viking Bar \u5c08\u6b04\u3011\u9ad8\u9054 30% \u7684\u56de\u5831\u7387\uff0c\u96e3\u602a\u9ea5\u7576\u52de\u3001\u73fe\u4ee3\u548c\u4e2d\u570b\u82f1\u5229\u6025\u8457\u7838\u9322\u8d0a\u52a9"},"content":{"rendered":"<p><img loading=\"lazy\" class=\"aligncenter\" src=\"https:\/\/farm5.staticflickr.com\/4073\/4773638874_d501b806f4_z.jpg\" alt=\"\" width=\"640\" height=\"426\" \/><\/p>\n<blockquote><p>\u4f5c\u8005\uff1aAlison Yeh\u3002\u559c\u6b61\u6253\u7c43\u7403\u3001\u5531\u6b4c\u3001\u5beb\u6771\u897f\u548c\u526a\u982d\u9aee\u7684\u5de5\u5b78\u9662\u5973\u5b69\uff0c\u4e5f\u66fe\u5728\u5e0c\u81d8\u505a\u904e 3 \u5468\u7684\u5fd7\u5de5\uff0c\u6c38\u9060\u90fd\u5fd8\u4e0d\u4e86\u8eba\u5728\u6c99\u7058\u4e0a\u548c\u5e0c\u81d8\u5c0f\u5b69\u4e00\u8d77\u73a9\u800d\u7684\u55ae\u7d14\uff0c\u5e0c\u671b\u81ea\u5df1\u7684\u6587\u5b57\u4e2d\u6709\u98fd\u542b\u6eff\u6eff\u7684\u6eab\u6696\u548c\u55ae\u7d14\u3002<\/p>\n<p>\u4fe1\u7bb1\uff1aa4667101@gmail.com\uff1bFB \u641c\u5c0b\uff1a\u8449\u6dd1\u5a77<\/p><\/blockquote>\n<ul>\n<li><strong>\u8d0a\u52a9\u662f\u8981\u8d0a\u52a9\u4ec0\u9ebc\uff1f\u00a0<\/strong><\/li>\n<\/ul>\n<p>\u56db\u5e74\u4e00\u5ea6\u7684\u4e16\u754c\u76c3\u8db3\u7403\u8cfd\u5230\u5e95\u53ef\u4ee5\u70ba\u8d0a\u52a9\u5546\u71df\u53d6\u591a\u5c11\u7372\u5229\uff1f\u53c8\u6216\u8005\u8d0a\u52a9\u50cf\u662f Lionel Messi \u548c Cristiano Ronaldo \u9019\u6a23\u7684\u660e\u661f\u7403\u54e1\uff0c\u5c0d\u65bc\u8d0a\u52a9\u5546\u662f\u5426\u53c8\u662f\u4e00\u500b\u5212\u7b97\u53c8\u8cfa\u98fd\u98fd\u7684\u751f\u610f\uff1f<\/p>\n<p>\u9867\u554f\u516c\u53f8\u9ea5\u80af\u932b\u5728\u9019\u88e1\u63d0\u4f9b\u4e94\u500b\u95dc\u9375\u6307\u6a19\uff0c\u5efa\u8b70\u5ba2\u6236\u5982\u4f55\u8a55\u4f30\u904b\u52d5\u8d0a\u52a9\u7684\u6536\u76ca\uff0c\u907f\u514d\u904e\u5ea6\u6295\u8cc7\u6216\u662f\u932f\u4f30\u6536\u76ca\u800c\u932f\u5931\u6a5f\u6703\uff0c\u9020\u6210\u88ab\u7af6\u722d\u5c0d\u624b\u62d4\u5f97\u982d\u7c4c\u3002<\/p>\n<p>\u570b\u969b\u8db3\u7e3d\uff08FIFA\uff09\u8868\u793a\uff0c\u5728 2014 \u5e74\u5df4\u897f\u4e16\u754c\u76c3\u671f\u9593 20 \u4f4d\u4e3b\u8981\u8d0a\u52a9\u5546\u6295\u5165\u7684\u8d0a\u52a9\u91d1\u984d\u9ad8\u9054 14 \u5104\u7f8e\u5143\uff0c\u76f8\u8f03\u4e0a\u4e00\u5c46\u7684\u5357\u975e\u4e16\u754c\u76c3\u7684\u8d0a\u52a9\u91d1\u984d\u9ad8\u51fa 10% \u4e4b\u591a\uff0c\u5373\u4f7f\u9019\u9084\u662f\u9060\u9060\u4f4e\u65bc\u7f8e\u570b\u4f01\u696d\u5c0d\u65bc\u9ad4\u80b2\u8cfd\u4e8b\u7684\u8d0a\u52a9\u3002\u7f8e\u570b\u4f01\u696d\u7684\u9ad4\u80b2\u8d0a\u52a9\u5728 2013 \u5e74\u6210\u9577\u5230 200 \u5104\u7f8e\u5143\uff0c\u9019\u76f8\u7576\u65bc\u5168\u7f8e\u570b\u4e09\u5206\u4e4b\u4e00\u7684\u96fb\u8996\u5ee3\u544a\u8207\u4e8c\u5206\u4e4b\u4e00\u7684\u6578\u4f4d\u884c\u92b7\u6295\u5165\u7684\u91d1\u984d\u3002<\/p>\n<div class=\"wp-caption alignnone\"><img loading=\"lazy\" src=\"\/\/2.bp.blogspot.com\/-aUmpVy4z5Jg\/TzFn90Ei9QI\/AAAAAAAABeI\/qqYAVe1ikPI\/s640\/226460-super-bowl-xlvi-commemorative-app.jpg\" alt=\"\" width=\"600\" height=\"400\" \/><\/div>\n<p>\u8b80\u5230\u9019\u88e1\u5c31\u53ef\u4ee5\u77e5\u9053\uff0c\u8d0a\u52a9\u9ad4\u80b2\u4e26\u4e0d\u662f\u4e00\u7b46\u5c0f\u6578\u76ee\uff0c\u8d0a\u52a9\u5546\u9700\u8981\u6709\u4e00\u5b9a\u7684\u898f\u6a21\u8207\u80fd\u529b\uff0c\u4e26\u4e14\u7d93\u904e\u6df1\u601d\u719f\u616e\u5f8c\u624d\u80fd\u6c7a\u5b9a\u662f\u5426\u53bb\u8d0a\u52a9\u660e\u661f\u7403\u54e1\u6216\u5927\u578b\u904b\u52d5\u8cfd\u4e8b\u3002<\/p>\n<p>\u8003\u91cf\u5230\u5982\u6b64\u5927\u7b46\u7684\u8d0a\u52a9\u91d1\u984d\uff0c\u6211\u5011\u6216\u8a31\u53ef\u4ee5\u9810\u6599\u90a3\u4e9b\u9ad4\u80b2\u8d0a\u52a9\u5546\u5011\uff0c\u5728\u63d0\u8d77\u81ea\u5df1\u6295\u8cc7\u5831\u916c\u7387\uff08ROI\uff0cReturn on Investment\uff09\u7684\u6642\u5019\uff0c\u4e00\u5b9a\u90fd\u53ef\u4ee5\u975e\u5e38\u6e05\u695a\u5730\u4f83\u4f83\u800c\u8ac7\u3002\u7136\u800c\uff0c\u4e8b\u5be6\u4e26\u975e\u5982\u6b64\u3002\u76f8\u95dc\u7684\u7814\u7a76\u986f\u793a\uff0c\u7d04\u6709\u4e09\u5206\u4e4b\u4e00\u5230\u4e8c\u5206\u4e4b\u4e00\u7684\u7f8e\u570b\u516c\u53f8\u6c92\u6709\u4e00\u500b\u5065\u5168\u7684\u7cfb\u7d71\u4f86\u5168\u9762\u8861\u91cf\u8d0a\u52a9\u7684\u6295\u8cc7\u5831\u916c\u7387\uff0c\u800c\u9019\u4e5f\u6b63\u662f\u70ba\u4ec0\u9ebc\u8d0a\u52a9\u904b\u52d5\u8cfd\u4e8b\u7e3d\u662f\u5982\u6b64\u6602\u8cb4\u7684\u539f\u56e0\u4e4b\u4e00\u3002<\/p>\n<p><span style=\"color: #000000;\"><strong>\u9ea5\u80af\u932b\u9867\u554f\u516c\u53f8\u6307\u51fa\uff0c\u6839\u64da\u7d93\u9a57\uff0c\u53ea\u8981\u516c\u53f8\u80fd\u5be6\u65bd\u4e00\u500b\u7cfb\u7d71\u6027\u7684\u8861\u91cf\u65b9\u6cd5\uff0c\u4f86\u5168\u9762\u8861\u91cf\u4ed6\u5011\u7684\u8d0a\u52a9\u5f71\u97ff\uff0c\u516c\u53f8\u6700\u5f8c\u6703\u589e\u52a0\u9ad8\u9054 30% \u7684\u56de\u5831\u3002<\/strong><\/span><\/p>\n<ul>\n<li><strong>\u4e94\u5927\u8861\u91cf\u9ad4\u80b2\u8d0a\u52a9\u7684\u6307\u6a19<\/strong><\/li>\n<\/ul>\n<p>\u70ba\u4e86\u6709\u6548\u7684\u7ba1\u7406\u8d0a\u52a9\u652f\u51fa\uff0c\u8d0a\u52a9\u5546\u9996\u5148\u5fc5\u9808\u95e1\u660e\u4e00\u500b\u660e\u78ba\u7684\u8d0a\u52a9\u7b56\u7565\uff0c\u5305\u542b\u6574\u9ad4\u6295\u8cc7\u7684\u9810\u671f\u76ee\u6a19\u3001\u54ea\u4e9b\u4eba\u662f\u76ee\u6a19\u6d88\u8cbb\u65cf\u7fa4\u4ee5\u53ca\u8d0a\u52a9\u80fd\u5c0d\u6d88\u8cbb\u8005<a href=\"\/\/www.mckinsey.com\/insights\/marketing_sales\/the_consumer_decision_journey\" target=\"_blank\" rel=\"noopener\">\u6c7a\u7b56\u6b77\u7a0b<\/a>\u7522\u751f\u7684\u5f71\u97ff\u3002<\/p>\n<p>\u4e0b\u5217\u4e94\u500b\u6307\u6a19\u53ef\u5be6\u73fe\u4e00\u500b\u5b8c\u6574\u8861\u91cf\u71df\u6536\u6295\u8cc7\u5831\u916c\u7387\u7684\u7cfb\u7d71\uff0c\u516c\u53f8\u53ef\u4f9d\u6b64\u4f86\u8a55\u4f30\u8d0a\u52a9\u652f\u51fa\u7684\u50f9\u503c\u5982\u4f55? \u9019\u500b\u904b\u52d5\u8d0a\u52a9\u5230\u5e95\u503c\u4e0d\u503c\u5f97\u6492\u9322\u9032\u53bb\uff1f<\/p>\n<p><a style=\"color: #444444;\" href=\"\/\/d14pq4bkfgmaob.cloudfront.net\/wp-content\/uploads\/2014\/07\/scoring-sponsorships.png\"><img loading=\"lazy\" class=\"wp-image-2634 aligncenter\" src=\"\/\/d14pq4bkfgmaob.cloudfront.net\/wp-content\/uploads\/2014\/07\/scoring-sponsorships.png\" alt=\"scoring sponsorships\" width=\"614\" height=\"548\" \/><\/a><\/p>\n<p><span style=\"color: #008000;\"><b>\u4e00\u3001<\/b><b>\u9054\u5230\u55ae\u4f4d\u76ee\u6a19\u7684\u6210\u672c\uff08Cost per reach\uff09<\/b><b>\u00a0<\/b><\/span><\/p>\n<p>\u5e02\u5834\u71df\u92b7\u6c7a\u7b56\u8005\u61c9\u8a72\u5f9e\u6bcf\u5b63\u7684\u516c\u53f8\u5167\u90e8\u8cc7\u6599\u6216\u662f\u6240\u8d0a\u52a9\u6a5f\u69cb\u986f\u793a\u7684\u6578\u64da\uff0c\u8a55\u4f30\u9054\u5230\u76ee\u6a19\u6240\u9700\u8981\u82b1\u8cbb\u7684\u6210\u672c\u3002\u900f\u904e\u71df\u92b7\u4eba\u54e1\u6216\u662f\u5927\u773e\u5a92\u9ad4\uff0c\u5982\u96fb\u8996\u3001\u5ee3\u64ad\u548c\u7d19\u672c\u5370\u5237\uff0c\u8a08\u7b97\u6240\u80fd\u5f71\u97ff\u7684\u6d88\u8cbb\u8005\u6578\u91cf\uff0c\u6709\u4e86\u8d0a\u52a9\u6210\u672c\u8207\u53d7\u5f71\u97ff\u7684\u4eba\u6578\uff0c\u5373\u53ef\u7372\u5f97\u9054\u6210\u55ae\u4f4d\u76ee\u6a19\u6240\u9700\u7684\u6210\u672c\u3002\u5176\u6210\u672c\u4e0d\u50c5\u5305\u542b\u7248\u6b0a\uff0c\u4e5f\u5305\u542b\u50cf\u662f\u5ee3\u544a\u548c\u5ba3\u50b3\u6240\u9700\u7684\u6524\u4f4d\u3001\u5546\u54c1\u7b49\u6fc0\u6d3b\u6210\u672c\u3002\u4e26\u4e14\uff0c\u53d7\u8d0a\u52a9\u5f71\u97ff\u7684\u4eba\u53e3\u61c9\u8a72\u7784\u6e96\u5728\u7522\u54c1\u7684\u76ee\u6a19\u65cf\u7fa4\uff0c\u5982\u6b64\u8a08\u7b97\u624d\u6703\u6bd4\u8f03\u6e96\u78ba\u3002<\/p>\n<p>\u70ba\u4e86\u5be9\u8996\u5168\u7403\u7684\u8d0a\u52a9\u6210\u672c\uff0c\u6709\u96f6\u552e\u5546\u5efa\u7acb\u4e86\u4e00\u500b\u516c\u958b\u4f86\u6e90\u7684\u6578\u64da\u8cc7\u6599\u5eab\uff0c\u88cf\u982d\u5305\u542b\u4f86\u81ea\u65bc\u6240\u8d0a\u52a9\u6a5f\u69cb\u3001\u8d0a\u52a9\u5546\u82b1\u8cbb\u7684\u6210\u672c\u8207\u89f8\u53ca\u4eba\u53e3\u7b49\u8cc7\u6599\u3002<\/p>\n<p>\u5206\u6790\u767c\u73fe\uff0c15% \u7684\u8d0a\u52a9\u6210\u672c\u6703\u9ad8\u65bc\u5176\u4ed6\u9805\u76ee\u5e73\u5747\u7684\u5169\u500d\uff0c\u4f8b\u5982\u8d0a\u52a9\u9996\u5c48\u4e00\u6307\u7684\u968a\u4f0d\u5c31\u5177\u6709\u8f03\u9ad8\u7684\u6210\u672c\uff0c\u800c\u50cf\u662f\u97f3\u6a02\u6703\u7b49\u5176\u4ed6\u8d0a\u52a9\u6210\u672c\u5c31\u6bd4\u8f03\u4f4e\u3002\u9664\u6b64\u4e4b\u5916\uff0c\u8a72\u8cc7\u6599\u5eab\u9084\u53ef\u4ee5\u5206\u8fa8\u54ea\u4e9b\u8d0a\u52a9\u662f\u6c92\u6709\u89f8\u53ca\u76ee\u6a19\u5ba2\u6236\u7fa4\u3002\u6709\u4e86\u9019\u4e9b\u5206\u6790\u8cc7\u6599\uff0c\u516c\u53f8\u53ef\u4ee5\u91cd\u65b0\u5206\u914d\u5b83\u7684\u8d0a\u52a9\u91d1\u984d\uff0c\u4ee5\u66f4\u597d\u7684\u65b9\u5f0f\uff0c\u7528\u76f8\u540c\u7684\u6210\u672c\u589e\u52a0\u6574\u9ad4\u71df\u6536\u7684 20%\u3002<\/p>\n<p><span style=\"color: #008000;\"><b>\u4e8c\u3001\u54c1\u724c\u806f\u60f3\uff08Unaided awareness per reach\uff09<\/b>\u00a0<\/span><\/p>\n<p>\u9ea5\u80af\u932b\u767c\u73fe\uff0c\u4f01\u696d\u5f80\u5f80\u82b1\u8cbb\u5927\u91cf\u7684\u91d1\u9322\u5728\u7372\u5f97\u8d0a\u52a9\u6b0a\uff0c\u4f46\u5f88\u5c11\u628a\u652f\u51fa\u653e\u5728\u71df\u92b7\u6d3b\u52d5\u7684\u6fc0\u6d3b\uff0c\u50cf\u662f\u4fc3\u92b7\u7684\u6524\u4f4d\u548c\u63a8\u51fa\u76f8\u95dc\u5546\u54c1\u4f86\u63a8\u5ee3\u8d0a\u52a9\u3002<\/p>\n<p>\u9ea5\u80af\u932b\u8207<a href=\"\/\/www.sponsorship.com\/About-IEG.aspx\" target=\"_blank\" rel=\"noopener\"> IEG<\/a> \u5728 2011 \u5e74\u7684\u7814\u7a76\u4e2d\u767c\u73fe\u4e86\u500b\u516c\u53f8\u5c0d\u65bc\u652f\u51fa\u7684\u5206\u914d\u6709\u8457\u6975\u5927\u7684\u5dee\u7570\uff1a\u6bcf\u6295\u5165 1 \u7f8e\u5143\u7684\u8d0a\u52a9\u6b0a\u8cfc\u8cb7\uff0c\u516c\u53f8\u82b1\u5728\u5404\u5730\u7684\u5ee3\u544a\u6fc0\u6d3b\u8cbb\u7528\u5728 0.5 \u5230 1.6 \u7f8e\u5143\u4e0d\u7b49\u3002\u9019\u610f\u5473\u8457\u8a31\u591a\u516c\u53f8\u541d\u55c7\u3001\u932f\u5931\u8a31\u591a\u6a5f\u6703\u53bb\u64f4\u5927\u92b7\u552e\u548c\u653e\u5927\u5ba3\u50b3\u8d0a\u52a9\u7684\u5f71\u97ff\u3002<\/p>\n<p>\u8209\u500b\u771f\u5be6\u7684\u4f8b\u5b50\uff0c\u4e00\u9593\u7f8e\u570b\u6d88\u8cbb\u5305\u88dd\u516c\u53f8\uff0c\u5206\u914d\u4e86 80% \u7684\u8d0a\u52a9\u9810\u7b97\u5728\u7248\u6b0a\u8cbb\u7528\uff0c\u53ea\u6709 20% \u7684\u9810\u7b97\u653e\u5728\u7522\u54c1\u6fc0\u6d3b\u3002<span style=\"color: #000000;\"><strong>\u5206\u6790\u6210\u679c\u5f8c\u767c\u73fe\uff0c\u589e\u52a0\u5ba3\u50b3\u8cbb\u7528\u6703\u9020\u5c31\u66f4\u9ad8\u7684\u54c1\u724c\u8fa8\u8b58\u4ee5\u53ca\u54c1\u724c\u806f\u60f3<\/strong><\/span>\u3002\u77e5\u9053\u4e86\u9019\u9ede\uff0c\u516c\u53f8\u628a\u8cc7\u6e90\u5f9e\u8868\u73fe\u6c92\u9019\u9ebc\u597d\u7684\u8d0a\u52a9\u9805\u76ee\uff0c\u8f49\u79fb\u5230\u51fa\u8272\u7684\u8d0a\u52a9\u9805\u76ee\u4ee5\u589e\u52a0\u5176\u6fc0\u6d3b\u6240\u9700\u7684\u8cc7\u91d1\uff0c\u9867\u5ba2\u5c0d\u65bc\u8a72\u516c\u53f8\u7684\u54c1\u724c\u806f\u60f3\u4e5f\u56e0\u6b64\u63d0\u9ad8\u4e86 15%\u3002<\/p>\n<p><span style=\"color: #008000;\"><b>\u4e09\u3001\u8d0a\u52a9\u8207\u92b7\u552e\u4e4b\u9593\u7684\u95dc\u4fc2\uff08Sales\/margin per dollar spent\uff09<\/b>\u00a0<\/span><\/p>\n<p>\u9023\u63a5\u3001\u91cf\u5316\u92b7\u552e\u8207\u8d0a\u52a9\u4e4b\u9593\u7684\u95dc\u4fc2\u901a\u5e38\u662f\u4e0d\u5bb9\u6613\u7684\uff0c\u9019\u88e1\u63d0\u4f9b\u5169\u500b\u65b9\u6cd5\u53ef\u4ee5\u5e6b\u52a9\u4f01\u696d\u91cf\u5316\u92b7\u552e\u8207\u8d0a\u52a9\u4e4b\u9593\u7684\u95dc\u4fc2\u3002<\/p>\n<blockquote><p>\u7b2c\u4e00\u7a2e\u65b9\u6cd5\uff0c\u9996\u5148\u662f\u5c07\u8d0a\u52a9\u4ee5\u5b9a\u91cf\u91d1\u984d\u7684\u65b9\u5f0f\u82b1\u8cbb\u5728\u4e00\u4e9b\u95dc\u9375\u7684\u71df\u92b7\u6982\u5ff5\u8207\u65b9\u6cd5\u4e0a\uff0c\u5982\u54c1\u724c\u806f\u60f3\u3001\u8cfc\u8cb7\u50be\u5411\u548c\u6d88\u8cbb\u8005\u6c7a\u7b56\u7684\u7a0b\u5ea6\uff0c\u63a5\u8457\u5c31\u53ef\u4ee5\u8ffd\u8e64\u6bcf\u9805\u8d0a\u52a9\u7684\u8b8a\u91cf\u5c0d\u77ed\u671f\u548c\u9577\u671f\u92b7\u552e\u7684\u5f71\u97ff\u3002<\/p>\n<p>\u7b2c\u4e8c\u7a2e\u65b9\u6cd5\u662f\u57fa\u65bc\u8a08\u91cf\u7d93\u6fdf\u5b78\uff0c\u6839\u64da\u9577\u6642\u9593\u7684\u8d0a\u52a9\u652f\u51fa\u8207\u6210\u679c\u7684\u8490\u96c6\u5206\u6790\uff0c\u9694\u96e2\u4f86\u81ea\u5176\u4ed6\u5e02\u5834\u7684\u71df\u92b7\u8d0a\u52a9\u5f71\u97ff\u5f8c\uff0c\u5efa\u7acb\u81ea\u5df1\u7684\u8d0a\u52a9\u8207\u92b7\u552e\u7684\u806f\u7e6b\u95dc\u4fc2\u3002<\/p><\/blockquote>\n<p>\u8209\u4f8b\u4f86\u8aaa\uff0c\u4e00\u500b\u624b\u6a5f\u88fd\u9020\u5546\u9075\u5faa\u7684\u4e00\u7a2e\u65b9\u6cd5\uff0c\u5efa\u7acb\u4e00\u500b\u4ee5\u5b63\u70ba\u55ae\u4f4d\u7684\u6d88\u8cbb\u8005\u8abf\u67e5\u4f86\u8861\u91cf\u8d0a\u52a9\u5c0d\u92b7\u552e\u7684\u5f71\u97ff\u3002\u7d93\u904e\u5206\u6790\uff0c\u8a72\u516c\u53f8\u80fd\u5920\u8fa8\u5225\u4f55\u7a2e\u8d0a\u52a9\u662f\u771f\u6b63\u80fd\u9a45\u52d5\u6d88\u8cbb\u8005\u8003\u616e\u8cfc\u8cb7\u516c\u53f8\u7522\u54c1\uff0c\u800c\u9019\u96a8\u5f8c\u53c8\u9023\u7e6b\u5230\u92b7\u552e\uff0c\u516c\u53f8\u5c31\u53ef\u4ee5\u5728\u8d0a\u52a9\u8207\u92b7\u552e\u4e0a\u53d6\u5f97\u5b9a\u91cf\u7684\u9023\u7d50\uff0c\u4f9d\u6b64\u4f86\u8a55\u4f30\u884c\u92b7\u8207\u8d0a\u52a9\u7b56\u7565\u3002<\/p>\n<p>\u8a72\u516c\u53f8\u7d93\u7531\u5206\u6790\u767c\u73fe\uff0c\u5728\u6295\u5165\u8d0a\u52a9\u91d1\u984d\u7684\u524d 25% \u8207\u5f8c 25% \u7684\u6295\u8cc7\u5831\u916c\u7387\u6709\u9ad8\u9054\u5341\u500d\u5de6\u53f3\u7684\u5dee\u7570\uff0c\u73fe\u5728\u4ed6\u5011\u5373\u662f\u7528\u9019\u7a2e\u65b9\u6cd5\u4f86\u8a55\u8ad6\u5e74\u5ea6\u8d0a\u52a9\u5206\u914d\u3002<\/p>\n<p><span style=\"color: #008000;\"><b>\u56db\u3001\u54c1\u724c\u5c6c\u6027 \uff08Long-term brand attributes\uff09<\/b>\u00a0<\/span><\/p>\n<p>\u6bd4\u8d77\u77ed\u671f\u92b7\u552e\uff0c\u6295\u5165\u8d0a\u52a9\u4f7f\u5f97\u54c1\u724c\u66f4\u6709\u6f5b\u80fd\u5728\u6d88\u8cbb\u8005\u5fc3\u4e2d\u5efa\u7acb\u54c1\u724c\u8b58\u5225\u3002<\/p>\n<p>\u54c1\u724c\u8b58\u5225\u5c0d\u65bc\u7522\u54c1\u92b7\u552e\u5341\u5206\u91cd\u8981\uff0c\u54c1\u724c\u8b58\u5225\u529b\u53ef\u8ca2\u737b\u6574\u9ad4\u92b7\u552e 60% \u5230 80%\uff0c\u53ea\u8981\u4f7f\u9019\u95dc\u9375\u7684\u9b45\u529b\u5ef6\u7e8c\uff0c\u5c07\u6703\u5e36\u52d5\u9577\u671f\u92b7\u552e\u7684\u589e\u9577\u3002\u516c\u53f8\u7279\u8cea\u7684\u8a55\u4f30\u6216\u8abf\u67e5\u53ef\u4ee5\u5e6b\u52a9\u4f01\u696d\u8a8d\u8b58\u81ea\u5df1\u7684\u54c1\u724c\u5c6c\u6027\uff0c\u56e0\u70ba\u540c\u4e00\u54c1\u724c\u591a\u7a2e\u54c1\u724c\u5c6c\u6027\u90fd\u6709\u6295\u5165\u4e00\u5b9a\u7684\u8d0a\u52a9\u652f\u6301\uff0c\u85c9\u7531\u4ee5\u4e0a\u7684\u8a55\u4f30\u8207\u8abf\u67e5\u6709\u52a9\u65bc\u71df\u92b7\u4eba\u54e1\u78ba\u5b9a\u54ea\u4e9b\u8d0a\u52a9\u662f\u5f37\u5316\u5171\u540c\u7684\u54c1\u724c\u7406\u5ff5\u3002<\/p>\n<p>\u6709\u4e00\u624b\u6a5f\u88fd\u9020\u5546\u4f7f\u7528\u4e86\u4e0a\u8ff0\u7684\u65b9\u6cd5\u78ba\u5b9a\u4e86\u81ea\u5df1\u7684\u4e00\u4e9b\u8d0a\u52a9\u6295\u5165\u8207\u4f01\u696d\u5e0c\u671b\u50b3\u9054\u7684\u54c1\u724c\u5c6c\u6027\u76f8\u9055\u80cc\uff0c\u6709\u7684\u7adf\u7136\u51fa\u73fe\u8ca0\u7684\u6295\u8cc7\u5831\u916c\u7387\u3002\u71df\u92b7\u4eba\u54e1\u53ea\u597d\u96b1\u85cf\u6027\u80fd\u8f03\u5dee\u7684\u8d0a\u52a9\uff0c\u4e26\u4e14\u5229\u7528\u5176\u4ed6\u8868\u73fe\u8f03\u597d\u7684\u8d0a\u52a9\u4f86\u9032\u884c\u65b0\u7684\u92b7\u552e\u8a08\u756b\u8207\u6d88\u606f\u91cb\u653e\u3002<\/p>\n<p><a style=\"color: #444444;\" href=\"\/\/d14pq4bkfgmaob.cloudfront.net\/wp-content\/uploads\/2014\/07\/16.jpg\"><img loading=\"lazy\" class=\"size-full wp-image-2637 aligncenter\" src=\"\/\/d14pq4bkfgmaob.cloudfront.net\/wp-content\/uploads\/2014\/07\/16.jpg\" alt=\"16\" width=\"400\" height=\"266\" \/><\/a><\/p>\n<p><span style=\"color: #008000;\"><b>\u4e94\u3001\u9593\u63a5\u7372\u5229 \uff08Indirect benefits\uff09<\/b>\u00a0<\/span><\/p>\n<p>\u8d0a\u52a9\u6709\u53ef\u80fd\u523a\u6fc0\u9593\u63a5\u92b7\u552e\uff0c\u8209\u4f8b\u4f86\u8aaa\uff0c\u5ee3\u544a\u696d\u8005\u5728\u81ea\u8eab\u8d0a\u52a9\u7684\u6d3b\u52d5\u4e2d\u4e3b\u6301\u4e00\u4e9b\u6d3b\u52d5\u6216\u8005\u7576\u4ed6\u5011\u672c\u8eab\u662f<a href=\"\/\/wiki.mbalib.com\/zh-tw\/%E8%B4%B8%E6%98%93%E5%B9%B3%E8%A1%A1\" target=\"_blank\" rel=\"noopener\">\u8cbf\u6613\u5e73\u8861\u627f\u8afe<\/a>\u4e2d\u7684\u4e00\u4efd\u5b50\u6642\uff0c\u5c31\u6709\u53ef\u80fd\u767c\u751f\u523a\u6fc0\u9593\u63a5\u92b7\u552e\u7684\u72c0\u6cc1\u3002\u56e0\u6b64\uff0c\u8d0a\u52a9\u7684\u5206\u6790\u9084\u5fc5\u9808\u8003\u616e\u9019\u4e9b\u9593\u63a5\u7372\u5229\uff0c\u4f46\u662f\u516c\u53f8\u5f80\u5f80\u4e0d\u662f\u5ffd\u7565\u5c31\u662f\u9ad8\u4f30\u4e86\u9019\u4e9b\u9593\u63a5\u7372\u5229\u7684\u6295\u8cc7\u5831\u916c\u7387\u3002<\/p>\n<p>\u4f8b\u5982\u4e00\u91d1\u878d\u6a5f\u69cb\uff0c\u5229\u7528\u8209\u8fa6\u9ad8\u723e\u592b\u7403\u8cfd\u7684\u8d0a\u52a9\u4f86\u63a8\u5ee3\u9867\u5ba2\u8ca1\u5bcc\u7ba1\u7406\u7684\u696d\u52d9\uff0c\u5206\u6790\u6307\u51fa\uff0c\u9ad8\u723e\u592b\u7403\u8cfd\u7684\u9593\u63a5\u92b7\u552e\u6db5\u84cb\u4e86\u6574\u9ad4\u6bd4\u8cfd\u7684\u8d0a\u52a9\u8cbb\uff0c\u4f7f\u4e4b\u6210\u70ba\u5728\u5176\u6295\u8cc7\u7d44\u5408\u4e2d\u6700\u6709\u6548\u7684\u8d0a\u52a9\u4e4b\u4e00\u3002<\/p>\n<p>\u6295\u8cc7\u8d0a\u52a9\u5df2\u7d93\u6210\u70ba\u71df\u92b7\u6230\u7565\u4e2d\u7684\u4e00\u90e8\u5206\uff0c\u7136\u800c\uff0c\u8a31\u591a\u516c\u53f8\u4ecd\u7136\u7121\u6cd5\u6709\u6548\u7684\u91cf\u5316\u9019\u4e9b\u8d0a\u52a9\u652f\u51fa\u7684\u5f71\u97ff\uff0c\u751a\u81f3\u662f\u50cf\u4e16\u754c\u76c3\u8cfd\u662f\u9019\u7a2e\u5927\u898f\u6a21\u7684\u8d0a\u52a9\u652f\u51fa\u3002\u4ee5\u4e0a\u6709\u7cfb\u7d71\u5730\u7684\u5206\u6790\u67b6\u69cb\u53ef\u4ee5\u8b93\u7ba1\u7406\u4eba\u54e1\u5206\u8fa8\u54ea\u4e9b\u8d0a\u52a9\u662f\u53ef\u4ee5\u70ba\u54c1\u724c\u7372\u5229\u3001\u5275\u9020\u50f9\u503c\uff0c\u800c\u54ea\u4e9b\u662f\u4e0d\u503c\u5f97\u7e7c\u7e8c\u6295\u8cc7\u7684\u3002<\/p>\n<ul>\n<li><strong>\u5ef6\u4f38\u95b1\u8b80<\/strong><\/li>\n<\/ul>\n<p><a href=\"\/\/buzzorange.com\/2014\/07\/04\/how-viking-bar-start-up\/\" target=\"_blank\" rel=\"noopener\">\u3010Viking Bar \u5c08\u6b04\u3011\u300c\u4f60\u6709\u8cc7\u683c\u52dd\u4efb\u9019\u4efd\u5de5\u4f5c\u55ce\uff1f\u300d\u4e00\u53e5\u8a71\u50ac\u751f\u4e86\u7dad\u4eac\u4eba\u9152\u5427<\/a><\/p>\n<p>\uff08\u672c\u7bc7\u8f49\u8f09\u81ea\u5408\u4f5c\u5925\u4f34\u300a<a href=\"\/\/vikingbar.org\/2014\/07\/%E9%BA%A5%E8%82%AF%E9%8C%AB%E7%9A%84%E7%AC%AC%E4%B8%80%E6%AC%A1%E8%B4%8A%E5%8A%A9%E4%B8%96%E8%B6%B3%E5%B0%B1%E4%B8%8A%E6%89%8B-2\/\" target=\"_blank\" rel=\"noopener\">\u7dad\u4eac\u4eba\u9152\u5427<\/a>\u300b\uff1b\u5716\u7247\u4f86\u6e90\uff1a<a style=\"color: #0063dc;\" href=\"https:\/\/www.flickr.com\/photos\/jikatu\/4773638874\/sizes\/z\/in\/photolist-6Hc3VN-24NLk6-jkvVQ-7NsFQv-7NwEPy-7NwENY-7NsFNx-25EjrM-nJMmbV-8gQ9ww-nqvfEu-nGZU5e-nGNDU9-nGNCLs-nqvoH4-24r8Mc-nGH3xr-nGZRhv-nGYfKL-nqvvc7-nqvhpS-24r8WV-dLNYbx-m8yepJ-bdS3Xk-bdS3Ca-bdK6i4-bdS4UB-9DrKMY-9DoPvc-4Msppd-bdS4bk-bdJZPF-bdK1Lp-bdS3Lp-bdK66D-nqvDie-nEXgtL-nGNDjG-nEXhE3-nqvBcF-nEXhoG-nGGYYc-nGND39-nGYg8j-nqvuv7-nqvg5N-nEXfzm-9DLnzv-7YdtNr\/\" target=\"_blank\" rel=\"noopener\">jikatu<\/a>\uff0cCC Licensed\uff09<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u4f5c\u8005\uff1aAlison Yeh\u3002\u559c\u6b61\u6253\u7c43\u7403\u3001\u5531\u6b4c\u3001\u5beb\u6771\u897f\u548c\u526a\u982d\u9aee\u7684\u5de5\u5b78\u9662\u5973\u5b69\uff0c\u4e5f\u66fe\u5728\u5e0c\u81d8\u505a\u904e 3 \u5468\u7684\u5fd7\u5de5\uff0c\u6c38\u9060\u90fd\u5fd8\u4e0d\u4e86\u8eba\u5728\u6c99\u7058\u4e0a\u548c\u5e0c\u81d8\u5c0f\u5b69\u4e00\u8d77\u73a9\u800d\u7684\u55ae\u7d14\uff0c\u5e0c\u671b\u81ea\u5df1\u7684\u6587\u5b57\u4e2d\u6709\u98fd\u542b\u6eff\u6eff\u7684\u6eab\u6696\u548c\u55ae\u7d14\u3002 \u4fe1\u7bb1\uff1a[&#8230;]<\/p>\n","protected":false},"author":143,"featured_media":40214,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[29460,29012,23618],"_links":{"self":[{"href":"https:\/\/buzzorange.com\/citiorange\/wp-json\/wp\/v2\/posts\/18282"}],"collection":[{"href":"https:\/\/buzzorange.com\/citiorange\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buzzorange.com\/citiorange\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buzzorange.com\/citiorange\/wp-json\/wp\/v2\/users\/143"}],"replies":[{"embeddable":true,"href":"https:\/\/buzzorange.com\/citiorange\/wp-json\/wp\/v2\/comments?post=18282"}],"version-history":[{"count":0,"href":"https:\/\/buzzorange.com\/citiorange\/wp-json\/wp\/v2\/posts\/18282\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buzzorange.com\/citiorange\/wp-json\/wp\/v2\/media\/40214"}],"wp:attachment":[{"href":"https:\/\/buzzorange.com\/citiorange\/wp-json\/wp\/v2\/media?parent=18282"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buzzorange.com\/citiorange\/wp-json\/wp\/v2\/categories?post=18282"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buzzorange.com\/citiorange\/wp-json\/wp\/v2\/tags?post=18282"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}