{"id":2071,"date":"2024-11-20T17:35:42","date_gmt":"2024-11-20T09:35:42","guid":{"rendered":"https:\/\/choozseo.com\/blog\/blog\/marketing\/the-art-of-marketing-analysis-a-panoramic-analysis-from-data-to-strategy\/"},"modified":"2024-11-20T17:35:42","modified_gmt":"2024-11-20T09:35:42","slug":"the-art-of-marketing-analysis-a-panoramic-analysis-from-data-to-strategy","status":"publish","type":"post","link":"https:\/\/choozseo.com\/blog\/blog\/marketing\/the-art-of-marketing-analysis-a-panoramic-analysis-from-data-to-strategy\/","title":{"rendered":"\u884c\u92b7\u5206\u6790\u7684\u85dd\u8853\uff1a\u5f9e\u8cc7\u6599\u5230\u7b56\u7565\u7684\u5168\u666f\u89e3\u6790"},"content":{"rendered":"<p>\u5728\u7576\u4eca\u7af6\u722d\u6fc0\u70c8\u7684\u5e02\u5834\u74b0\u5883\u4e2d\uff0c\u884c\u92b7\u4e0d\u518d\u50c5\u50c5\u662f\u63a8\u5ee3\u7522\u54c1\uff0c\u800c\u662f\u7531\u4e00\u7cfb\u5217\u79d1\u5b78\u548c\u7cfb\u7d71\u5316\u7684\u7b56\u7565\u7d44\u6210\u3002\u884c\u92b7\u5206\u6790\u4f5c\u70ba\u4f01\u696d\u6210\u529f\u7684\u91cd\u8981\u5de5\u5177\uff0c\u5e6b\u52a9\u4f01\u696d\u77ad\u89e3\u5e02\u5834\u3001\u5ba2\u6236\u884c\u70ba\u53ca\u7af6\u722d\u614b\u52e2\u3002\u672c\u6587\u5c07\u6df1\u5165\u63a2\u8a0e\u884c\u92b7\u5206\u6790\u6cd5\u3001\u884c\u92b7\u5206\u6790\u5de5\u5177\u8207\u5177\u9ad4\u6848\u4f8b\uff0c\u4ee5\u661f\u5df4\u514b\u70ba\u4f8b\uff0c\u63d0\u4f9b\u4e00\u500b\u5168\u65b9\u4f4d\u7684\u884c\u92b7\u7b56\u7565\u898f\u5283\u6846\u67b6\u3002<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"\u986f\u793a\/\u96b1\u85cf\u5167\u5bb9\u76ee\u9304\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/choozseo.com\/blog\/blog\/marketing\/the-art-of-marketing-analysis-a-panoramic-analysis-from-data-to-strategy\/#1_%E8%A1%8C%E9%8A%B7%E5%88%86%E6%9E%90%E7%9A%84%E9%87%8D%E8%A6%81%E6%80%A7\" >1. \u884c\u92b7\u5206\u6790\u7684\u91cd\u8981\u6027<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/choozseo.com\/blog\/blog\/marketing\/the-art-of-marketing-analysis-a-panoramic-analysis-from-data-to-strategy\/#11_%E8%B3%87%E6%96%99%E9%A9%85%E5%8B%95%E7%9A%84%E6%B1%BA%E7%AD%96\" >1.1 \u8cc7\u6599\u9a45\u52d5\u7684\u6c7a\u7b56<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/choozseo.com\/blog\/blog\/marketing\/the-art-of-marketing-analysis-a-panoramic-analysis-from-data-to-strategy\/#2_%E8%A1%8C%E9%8A%B7%E5%88%86%E6%9E%90%E6%96%B9%E6%B3%95\" >2. \u884c\u92b7\u5206\u6790\u65b9\u6cd5<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/choozseo.com\/blog\/blog\/marketing\/the-art-of-marketing-analysis-a-panoramic-analysis-from-data-to-strategy\/#21_SWOT%E5%88%86%E6%9E%90\" >2.1 SWOT\u5206\u6790<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/choozseo.com\/blog\/blog\/marketing\/the-art-of-marketing-analysis-a-panoramic-analysis-from-data-to-strategy\/#22_PEST%E5%88%86%E6%9E%90\" >2.2 PEST\u5206\u6790<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/choozseo.com\/blog\/blog\/marketing\/the-art-of-marketing-analysis-a-panoramic-analysis-from-data-to-strategy\/#23_%E4%BA%94%E5%8A%9B%E5%88%86%E6%9E%90\" >2.3 \u4e94\u529b\u5206\u6790<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/choozseo.com\/blog\/blog\/marketing\/the-art-of-marketing-analysis-a-panoramic-analysis-from-data-to-strategy\/#3_%E6%98%9F%E5%B7%B4%E5%85%8B%E7%9A%84%E8%A1%8C%E9%8A%B7%E5%88%86%E6%9E%90%E6%A1%88%E4%BE%8B\" >3. \u661f\u5df4\u514b\u7684\u884c\u92b7\u5206\u6790\u6848\u4f8b<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/choozseo.com\/blog\/blog\/marketing\/the-art-of-marketing-analysis-a-panoramic-analysis-from-data-to-strategy\/#31_SWOT%E5%88%86%E6%9E%90\" >3.1 SWOT\u5206\u6790<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/choozseo.com\/blog\/blog\/marketing\/the-art-of-marketing-analysis-a-panoramic-analysis-from-data-to-strategy\/#32_PEST%E5%88%86%E6%9E%90\" >3.2 PEST\u5206\u6790<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/choozseo.com\/blog\/blog\/marketing\/the-art-of-marketing-analysis-a-panoramic-analysis-from-data-to-strategy\/#4_%E8%A1%8C%E9%8A%B7%E7%AD%96%E7%95%A5%E7%9A%84%E5%88%B6%E5%AE%9A\" >4. \u884c\u92b7\u7b56\u7565\u7684\u5236\u5b9a<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/choozseo.com\/blog\/blog\/marketing\/the-art-of-marketing-analysis-a-panoramic-analysis-from-data-to-strategy\/#41_STP%E7%AD%96%E7%95%A5\" >4.1 STP\u7b56\u7565<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/choozseo.com\/blog\/blog\/marketing\/the-art-of-marketing-analysis-a-panoramic-analysis-from-data-to-strategy\/#42_%E8%A1%8C%E9%8A%B7%E7%B5%84%E5%90%88%EF%BC%884P%EF%BC%89\" >4.2 \u884c\u92b7\u7d44\u5408\uff084P\uff09<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/choozseo.com\/blog\/blog\/marketing\/the-art-of-marketing-analysis-a-panoramic-analysis-from-data-to-strategy\/#%E7%B5%90%E8%AB%96\" >\u7d50\u8ad6<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/choozseo.com\/blog\/blog\/marketing\/the-art-of-marketing-analysis-a-panoramic-analysis-from-data-to-strategy\/#%E5%B8%B8%E8%A6%8B%E5%95%8F%E9%A1%8C\" >\u5e38\u898b\u554f\u984c<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_%E8%A1%8C%E9%8A%B7%E5%88%86%E6%9E%90%E7%9A%84%E9%87%8D%E8%A6%81%E6%80%A7\"><\/span>1. \u884c\u92b7\u5206\u6790\u7684\u91cd\u8981\u6027<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u884c\u92b7\u5206\u6790\u4e0d\u50c5\u80fd\u5920\u63ed\u793a\u6d88\u8cbb\u8005\u7684\u9700\u6c42\u8207\u504f\u597d\uff0c\u9084\u80fd\u5920\u5e6b\u52a9\u4f01\u696d\u5728\u77ac\u606f\u842c\u8b8a\u7684\u5e02\u5834\u4e2d\u505a\u51fa\u5feb\u901f\u53cd\u61c9\u3002\u900f\u904e\u7cbe\u78ba\u7684\u884c\u92b7\u5ba2\u6236\u5206\u6790\uff0c\u4f01\u696d\u53ef\u4ee5\u70ba\u76ee\u6a19\u5e02\u5834\u5236\u5b9a\u66f4\u5177\u91dd\u5c0d\u6027\u7684\u884c\u92b7\u7b56\u7565\uff0c\u63d0\u5347\u92b7\u552e\u696d\u7e3e\u548c\u54c1\u724c\u5fe0\u8aa0\u5ea6\u3002<\/p>\n<h3><span class=\"ez-toc-section\" id=\"11_%E8%B3%87%E6%96%99%E9%A9%85%E5%8B%95%E7%9A%84%E6%B1%BA%E7%AD%96\"><\/span>1.1 \u8cc7\u6599\u9a45\u52d5\u7684\u6c7a\u7b56<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u96a8\u8457\u5927\u8cc7\u6599\u6280\u8853\u7684\u767c\u5c55\uff0c\u4f01\u696d\u80fd\u5920\u6536\u96c6\u4e26\u5206\u6790\u6d77\u91cf\u7684\u6d88\u8cbb\u8005\u8cc7\u6599\u3002\u900f\u904e\u884c\u92b7\u5206\u6790\u5de5\u5177\uff0c\u5982Google Analytics\u3001Mixpanel\u7b49\uff0c\u4f01\u696d\u80fd\u5920\u8ffd\u8e64\u6d88\u8cbb\u8005\u7684\u884c\u70ba\u6a21\u5f0f\uff0c\u7d30\u7dfb\u5165\u5fae\u5730\u5206\u6790\u5e02\u5834\u8da8\u52e2\u3002\u8cc7\u6599\u5206\u6790\u4e0d\u50c5\u80fd\u5e6b\u52a9\u4f01\u696d\u77ad\u89e3\u5ba2\u6236\u9700\u6c42\uff0c\u9084\u80fd\u5920\u63ed\u9732\u6f5b\u5728\u7684\u5e02\u5834\u6a5f\u6703\u3002<\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_%E8%A1%8C%E9%8A%B7%E5%88%86%E6%9E%90%E6%96%B9%E6%B3%95\"><\/span>2. \u884c\u92b7\u5206\u6790\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u884c\u92b7\u5206\u6790\u6db5\u84cb\u4e86\u591a\u7a2e\u5206\u6790\u65b9\u6cd5\uff0c\u4f8b\u5982SWOT\u5206\u6790\u3001PEST\u5206\u6790\u3001\u4e94\u529b\u5206\u6790\u7b49\u3002\u9019\u4e9b\u65b9\u6cd5\u63d0\u4f9b\u4e86\u4e0d\u540c\u7684\u8996\u89d2\u4f86\u6aa2\u8996\u4f01\u696d\u7684\u5167\u5916\u90e8\u74b0\u5883\u3002<\/p>\n<h3><span class=\"ez-toc-section\" id=\"21_SWOT%E5%88%86%E6%9E%90\"><\/span>2.1 SWOT\u5206\u6790<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>SWOT\u5206\u6790\u662f\u4e00\u7a2e\u5e38\u898b\u7684\u6230\u7565\u898f\u5283\u5de5\u5177\uff0c\u80fd\u5e6b\u52a9\u4f01\u696d\u8b58\u5225\u81ea\u8eab\u7684\u512a\u52e2\uff08Strengths\uff09\u548c\u52a3\u52e2\uff08Weaknesses\uff09\uff0c\u540c\u6642\u5206\u6790\u5e02\u5834\u4e2d\u7684\u6a5f\u6703\uff08Opportunities\uff09\u548c\u5a01\u8105\uff08Threats\uff09\u3002\u900f\u904e\u9019\u7a2e\u5206\u6790\uff0c\u4f01\u696d\u53ef\u4ee5\u81ea\u6211\u8a55\u4f30\uff0c\u4e26\u5236\u5b9a\u9069\u7576\u7684\u884c\u92b7\u7b56\u7565\u3002<\/p>\n<p><strong>SWOT\u5206\u6790\u7bc4\u4f8b\u8868\u683c<\/strong>\uff1a<\/p>\n<table>\n<thead>\n<tr>\n<th>\u5167\u90e8\u56e0\u7d20<\/th>\n<th>\u512a\u52e2<\/th>\n<th>\u52a3\u52e2<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>\u4f01\u696d\u7279\u8272<\/td>\n<td>\u54c1\u724c\u77e5\u540d\u5ea6\u9ad8<\/td>\n<td>\u7522\u54c1\u7dda\u76f8\u5c0d\u55ae\u4e00<\/td>\n<\/tr>\n<tr>\n<td>\u5ba2\u6236\u670d\u52d9<\/td>\n<td>\u512a\u8cea\u7684\u9867\u5ba2\u670d\u52d9<\/td>\n<td>\u5730\u7406\u9650\u5236<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<table>\n<thead>\n<tr>\n<th>\u5916\u90e8\u56e0\u7d20<\/th>\n<th>\u6a5f\u6703<\/th>\n<th>\u5a01\u8105<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>\u5e02\u5834\u8da8\u52e2<\/td>\n<td>\u6578\u4f4d\u884c\u92b7\u6210\u9577\u8fc5\u901f<\/td>\n<td>\u7af6\u722d\u5c0d\u624b\u589e\u591a<\/td>\n<\/tr>\n<tr>\n<td>\u6d88\u8cbb\u8005\u884c\u70ba<\/td>\n<td>\u5065\u5eb7\u610f\u8b58\u63d0\u5347<\/td>\n<td>\u7d93\u6fdf\u6ce2\u52d5<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h3><span class=\"ez-toc-section\" id=\"22_PEST%E5%88%86%E6%9E%90\"><\/span>2.2 PEST\u5206\u6790<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>PEST\u5206\u6790\u5247\u5c08\u6ce8\u65bc\u5916\u90e8\u74b0\u5883\u56e0\u7d20\uff0c\u5305\u62ec\u653f\u6cbb\uff08Political\uff09\u3001\u7d93\u6fdf\uff08Economic\uff09\u3001\u793e\u6703\uff08Social\uff09\u3001\u79d1\u6280\uff08Technological\uff09\u95dc\u9375\u8981\u7d20\u5c0d\u884c\u92b7\u6c7a\u7b56\u7684\u5f71\u97ff\u3002\u900f\u904e\u5206\u6790\u9019\u4e9b\u56e0\u7d20\uff0c\u4f01\u696d\u80fd\u5920\u66f4\u597d\u5730\u9810\u6e2c\u672a\u4f86\u7684\u5e02\u5834\u52d5\u614b\u3002<\/p>\n<h3><span class=\"ez-toc-section\" id=\"23_%E4%BA%94%E5%8A%9B%E5%88%86%E6%9E%90\"><\/span>2.3 \u4e94\u529b\u5206\u6790<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u4e94\u529b\u5206\u6790\u5247\u7531\u9081\u514b\u723e\u00b7\u6ce2\u7279\u63d0\u51fa\uff0c\u5206\u6790\u4e00\u500b\u7522\u696d\u7684\u7af6\u722d\u7d50\u69cb\u53ca\u6f5b\u5728\u7684\u76c8\u5229\u80fd\u529b\u3002\u9019\u4e94\u7a2e\u529b\u91cf\u5305\u62ec\u7af6\u722d\u8005\u7684\u5a01\u8105\u3001\u65b0\u9032\u5165\u8005\u7684\u5a01\u8105\u3001\u66ff\u4ee3\u54c1\u7684\u5a01\u8105\u3001\u4f9b\u61c9\u5546\u7684\u8b70\u50f9\u80fd\u529b\u53ca\u8cb7\u65b9\u7684\u8b70\u50f9\u80fd\u529b\u3002\u900f\u904e\u9019\u7a2e\u5206\u6790\uff0c\u4f01\u696d\u80fd\u5920\u8b58\u5225\u4e3b\u8981\u7af6\u722d\u5c0d\u624b\u53ca\u5e02\u5834\u4e2d\u53ef\u80fd\u51fa\u73fe\u7684\u98a8\u96aa\u3002<\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_%E6%98%9F%E5%B7%B4%E5%85%8B%E7%9A%84%E8%A1%8C%E9%8A%B7%E5%88%86%E6%9E%90%E6%A1%88%E4%BE%8B\"><\/span>3. \u661f\u5df4\u514b\u7684\u884c\u92b7\u5206\u6790\u6848\u4f8b<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u661f\u5df4\u514b\u4f5c\u70ba\u5168\u7403\u77e5\u540d\u7684\u5496\u5561\u54c1\u724c\uff0c\u6210\u529f\u7684\u884c\u92b7\u7b56\u7565\u80cc\u5f8c\u96e2\u4e0d\u958b\u6df1\u5165\u7684\u5e02\u5834\u5206\u6790\u3002\u4ee5\u4e0b\u5c07\u900f\u904eSWOT\u548cPEST\u5206\u6790\u63a2\u8a0e\u661f\u5df4\u514b\u7684\u884c\u92b7\u7b56\u7565\u3002<\/p>\n<h3><span class=\"ez-toc-section\" id=\"31_SWOT%E5%88%86%E6%9E%90\"><\/span>3.1 SWOT\u5206\u6790<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li><strong>\u512a\u52e2<\/strong>\uff1a\u54c1\u724c\u5f71\u97ff\u529b\u5927\uff0c\u9867\u5ba2\u5fe0\u8aa0\u5ea6\u9ad8\uff0c\u54c1\u8cea\u7a69\u5b9a\u3002<\/li>\n<li><strong>\u52a3\u52e2<\/strong>\uff1a\u50f9\u683c\u8f03\u9ad8\uff0c\u9762\u81e8\u54c1\u724c\u5f62\u8c61\u4e0b\u964d\u7684\u98a8\u96aa\u3002<\/li>\n<li><strong>\u6a5f\u6703<\/strong>\uff1a\u4e9e\u592a\u5e02\u5834\u5feb\u901f\u589e\u9577\uff0c\u6578\u4f4d\u5316\u8f49\u578b\u7684\u6d6a\u6f6e\u3002<\/li>\n<li><strong>\u5a01\u8105<\/strong>\uff1a\u66ff\u4ee3\u54c1\u589e\u591a\u53ca\u7522\u54c1\u5dee\u7570\u5316\u4e0d\u8db3\u3002<\/li>\n<\/ul>\n<h3><span class=\"ez-toc-section\" id=\"32_PEST%E5%88%86%E6%9E%90\"><\/span>3.2 PEST\u5206\u6790<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li><strong>\u653f\u6cbb<\/strong>\uff1a\u653f\u5e9c\u5c0d\u5496\u5561\u7522\u696d\u7684\u652f\u63f4\u653f\u7b56\uff0c\u53ef\u80fd\u4fc3\u9032\u66f4\u5927\u7684\u5e02\u5834\u6a5f\u6703\u3002<\/li>\n<li><strong>\u7d93\u6fdf<\/strong>\uff1a\u7d93\u6fdf\u7e41\u69ae\u6642\u671f\u6d88\u8cbb\u8005\u652f\u51fa\u589e\u52a0\uff0c\u4f46\u7d93\u6fdf\u8870\u9000\u53ef\u80fd\u5f71\u97ff\u6d88\u8cbb\u8005\u7684\u8cfc\u8cb7\u529b\u3002<\/li>\n<li><strong>\u793e\u6703<\/strong>\uff1a\u4eba\u5011\u8d8a\u4f86\u8d8a\u6ce8\u91cd\u5065\u5eb7\uff0c\u661f\u5df4\u514b\u9700\u958b\u767c\u66f4\u591a\u5065\u5eb7\u98f2\u54c1\u9078\u64c7\u3002<\/li>\n<li><strong>\u79d1\u6280<\/strong>\uff1a\u6578\u4f4d\u652f\u4ed8\u53caAPP\u8a02\u9910\u7684\u8208\u8d77\uff0c\u661f\u5df4\u514b\u53ef\u4ee5\u900f\u904e\u6280\u8853\u63d0\u5347\u9867\u5ba2\u9ad4\u9a57\u3002<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"4_%E8%A1%8C%E9%8A%B7%E7%AD%96%E7%95%A5%E7%9A%84%E5%88%B6%E5%AE%9A\"><\/span>4. \u884c\u92b7\u7b56\u7565\u7684\u5236\u5b9a<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u4e00\u500b\u5b8c\u6574\u7684\u884c\u92b7\u7b56\u7565\u9700\u8981\u7d93\u904e\u7cbe\u78ba\u7684\u898f\u5283\u548c\u5be6\u969b\u7684\u57f7\u884c\uff0c\u9664\u4e86\u904b\u7528\u4e0a\u8ff0\u5206\u6790\u65b9\u6cd5\u5916\uff0c\u884c\u92b7\u7b56\u7565\u7684\u5236\u5b9a\u4e5f\u9700\u8981\u57fa\u65bc\u5177\u9ad4\u7684\u5e02\u5834\u7814\u7a76\u548c\u5ba2\u6236\u9700\u6c42\u5206\u6790\u9032\u884c\u3002<\/p>\n<h3><span class=\"ez-toc-section\" id=\"41_STP%E7%AD%96%E7%95%A5\"><\/span>4.1 STP\u7b56\u7565<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>STP\uff08Segmentation\u3001Targeting\u3001Positioning\uff09\u662f\u5236\u5b9a\u884c\u92b7\u7b56\u7565\u7684\u6838\u5fc3\uff0c\u5373\u5e02\u5834\u7d30\u5206\u3001\u76ee\u6a19\u5e02\u5834\u9078\u64c7\u53ca\u54c1\u724c\u5b9a\u4f4d\u3002\u7d93\u904e\u5206\u6790\u5e02\u5834\u5f8c\uff0c\u4f01\u696d\u61c9\u80fd\u660e\u78ba\u5b9a\u4f4d\u5176\u76ee\u6a19\u5ba2\u7fa4\uff0c\u9032\u800c\u5236\u5b9a\u7b26\u5408\u4ed6\u5011\u9700\u6c42\u7684\u884c\u92b7\u8a08\u756b\u3002<\/p>\n<h3><span class=\"ez-toc-section\" id=\"42_%E8%A1%8C%E9%8A%B7%E7%B5%84%E5%90%88%EF%BC%884P%EF%BC%89\"><\/span>4.2 \u884c\u92b7\u7d44\u5408\uff084P\uff09<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>\u884c\u92b7\u7d44\u54084P\uff08\u7522\u54c1Product\u3001\u50f9\u683cPrice\u3001\u901a\u8defPlace\u3001\u4fc3\u92b7Promotion\uff09\u5247\u662f\u5be6\u65bd\u884c\u92b7\u7b56\u7565\u7684\u5177\u9ad4\u624b\u6bb5\u3002\u4f01\u696d\u6839\u64da\u76ee\u6a19\u5ba2\u6236\u7684\u7279\u5fb5\u5236\u5b9a\u5408\u9069\u7684\u7522\u54c1\u7d44\u5408\uff0c\u8a2d\u8a08\u76f8\u61c9\u7684\u50f9\u683c\u7b56\u7565\uff0c\u9078\u64c7\u6700\u6709\u6548\u7684\u63a8\u5ee3\u6e20\u9053\uff0c\u4ee5\u53ca\u5be6\u65bd\u5404\u7a2e\u4fc3\u92b7\u6d3b\u52d5\u3002<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%E7%B5%90%E8%AB%96\"><\/span>\u7d50\u8ad6<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>\u884c\u92b7\u5206\u6790\u662f\u4e00\u500b\u81f3\u95dc\u91cd\u8981\u7684\u904e\u7a0b\uff0c\u80fd\u5920\u5e6b\u52a9\u4f01\u696d\u5f9e\u8b8a\u5316\u591a\u7aef\u7684\u5e02\u5834\u4e2d\u627e\u5230\u7acb\u8db3\u4e4b\u5730\u3002\u900f\u904eSWOT\u5206\u6790\u3001PEST\u5206\u6790\u3001\u4e94\u529b\u5206\u6790\u7b49\u65b9\u6cd5\uff0c\u4f01\u696d\u80fd\u5920\u66f4\u6df1\u5165\u77ad\u89e3\u81ea\u8eab\u512a\u52a3\u52e2\u53ca\u6240\u8655\u74b0\u5883\uff0c\u800c\u8cc7\u6599\u9a45\u52d5\u7684\u6c7a\u7b56\u5247\u80fd\u7cbe\u6e96\u628a\u63e1\u5e02\u5834\u52d5\u5411\u3002\u661f\u5df4\u514b\u7684\u6210\u529f\u6848\u4f8b\u518d\u6b21\u5370\u8b49\u4e86\uff1a\u5728\u884c\u92b7\u904e\u7a0b\u4e2d\uff0c\u5168\u9762\u7684\u5206\u6790\u8207\u5408\u7406\u7684\u7b56\u7565\u7d50\u5408\u624d\u662f\u4f01\u696d\u6301\u7e8c\u6210\u9577\u7684\u95dc\u9375\u3002\u96a8\u8457\u884c\u92b7\u74b0\u5883\u4e0d\u65b7\u8b8a\u5316\uff0c\u884c\u92b7\u4eba\u54e1\u61c9\u6642\u523b\u4fdd\u6301\u5b78\u7fd2\u8207\u9069\u61c9\u7684\u5fc3\u614b\uff0c\u5584\u7528\u884c\u92b7\u5206\u6790\u5de5\u5177\uff0c\u4f7f\u4f01\u696d\u5728\u7af6\u722d\u4e2d\u7acb\u65bc\u4e0d\u6557\u4e4b\u5730\u3002<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%E5%B8%B8%E8%A6%8B%E5%95%8F%E9%A1%8C\"><\/span>\u5e38\u898b\u554f\u984c<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ol>\n<li>\n<p>\u884c\u92b7\u5206\u6790\u5c0d\u4f01\u696d\u7684\u91cd\u8981\u6027\u662f\u4ec0\u9ebc\uff1f<br \/>\nA\uff1a\u884c\u92b7\u5206\u6790\u80fd\u5920\u63ed\u793a\u6d88\u8cbb\u8005\u9700\u6c42\u548c\u5e02\u5834\u8da8\u52e2\uff0c\u5e6b\u52a9\u4f01\u696d\u5236\u5b9a\u91dd\u5c0d\u6027\u7684\u884c\u92b7\u7b56\u7565\uff0c\u63d0\u5347\u696d\u7e3e\u548c\u54c1\u724c\u5fe0\u8aa0\u5ea6\u3002<\/p>\n<\/li>\n<li>\n<p>\u4ec0\u9ebc\u662fSWOT\u5206\u6790\uff1f\u5b83\u5982\u4f55\u5e6b\u52a9\u4f01\u696d\uff1f<br \/>\nA\uff1aSWOT\u5206\u6790\u662f\u4e00\u7a2e\u6230\u7565\u898f\u5283\u5de5\u5177\uff0c\u5e6b\u52a9\u4f01\u696d\u8a55\u4f30\u81ea\u8eab\u512a\u52a3\u52e2\u3001\u53ca\u5e02\u5834\u6a5f\u6703\u548c\u5a01\u8105\uff0c\u4ee5\u5236\u5b9a\u9069\u7576\u7684\u884c\u92b7\u7b56\u7565\u3002<\/p>\n<\/li>\n<li>\n<p>PEST\u5206\u6790\u95dc\u6ce8\u54ea\u4e9b\u56e0\u7d20\uff1f\u5c0d\u4f01\u696d\u6709\u4ec0\u9ebc\u5f71\u97ff\uff1f<br \/>\nA\uff1aPEST\u5206\u6790\u95dc\u6ce8\u653f\u6cbb\u3001\u7d93\u6fdf\u3001\u793e\u6703\u3001\u79d1\u6280\u56e0\u7d20\uff0c\u5e6b\u52a9\u4f01\u696d\u9810\u6e2c\u5916\u90e8\u74b0\u5883\u5c0d\u884c\u92b7\u6c7a\u7b56\u7684\u5f71\u97ff\u3002<\/p>\n<\/li>\n<li>\n<p>\u4e94\u529b\u5206\u6790\u662f\u4ec0\u9ebc\uff1f\u5b83\u6709\u52a9\u65bc\u4f01\u696d\u505a\u4ec0\u9ebc\uff1f<br \/>\nA\uff1a\u4e94\u529b\u5206\u6790\u5206\u6790\u7af6\u722d\u7d50\u69cb\u548c\u76c8\u5229\u80fd\u529b\uff0c\u63d0\u4f9b\u4f01\u696d\u8b58\u5225\u7af6\u722d\u5c0d\u624b\u548c\u98a8\u96aa\u7684\u6d1e\u5bdf\u3002<\/p>\n<\/li>\n<li>\n<p>\u661f\u5df4\u514b\u7684SWOT\u5206\u6790\u4e2d\u63d0\u5230\u7684\u512a\u52e2\u548c\u52a3\u52e2\u6709\u54ea\u4e9b\uff1f<br \/>\nA\uff1a\u661f\u5df4\u514b\u7684\u512a\u52e2\u5305\u62ec\u54c1\u724c\u5f71\u97ff\u529b\u5927\u548c\u54c1\u8cea\u7a69\u5b9a\uff0c\u52a3\u52e2\u5247\u6709\u50f9\u683c\u9ad8\u548c\u54c1\u724c\u5f62\u8c61\u4e0b\u964d\u7684\u98a8\u96aa\u3002<\/p>\n<\/li>\n<li>\n<p>\u661f\u5df4\u514b\u5728PEST\u5206\u6790\u4e2d\u53d7\u5230\u54ea\u4e9b\u56e0\u7d20\u7684\u5f71\u97ff\uff1f<br \/>\nA\uff1a\u661f\u5df4\u514b\u53d7\u653f\u6cbb\u3001\u7d93\u6fdf\u3001\u793e\u6703\u3001\u79d1\u6280\u56e0\u7d20\u7684\u5f71\u97ff\uff0c\u5982\u653f\u5e9c\u652f\u63f4\u653f\u7b56\u3001\u6d88\u8cbb\u8005\u8cfc\u8cb7\u529b\u3001\u5065\u5eb7\u98f2\u54c1\u9078\u64c7\u548c\u6280\u8853\u61c9\u7528\u3002<\/p>\n<\/li>\n<li>\n<p>\u4ec0\u9ebc\u662fSTP\u7b56\u7565\uff1f\u5b83\u5305\u62ec\u54ea\u4e9b\u5167\u5bb9\uff1f<br \/>\nA\uff1aSTP\u7b56\u7565\u662f\u5e02\u5834\u7d30\u5206\u3001\u76ee\u6a19\u5e02\u5834\u9078\u64c7\u548c\u54c1\u724c\u5b9a\u4f4d\uff0c\u5e6b\u52a9\u4f01\u696d\u78ba\u5b9a\u76ee\u6a19\u5ba2\u6236\u4e26\u5236\u5b9a\u76f8\u61c9\u7684\u884c\u92b7\u8a08\u756b\u3002<\/p>\n<\/li>\n<li>\n<p>\u4ec0\u9ebc\u662f\u884c\u92b7\u7d44\u54084P\uff1f\u5b83\u5982\u4f55\u5e6b\u52a9\u4f01\u696d\u5be6\u65bd\u884c\u92b7\u7b56\u7565\uff1f<br 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