{"id":21262,"date":"2024-09-30T14:25:08","date_gmt":"2024-09-30T19:25:08","guid":{"rendered":"https:\/\/bolttech.io\/insights\/%e9%99%8d%e4%bd%8e%e4%bf%9d%e9%99%a9%e8%a1%8c%e4%b8%9a%e7%9a%84%e5%ae%a2%e6%88%b7%e8%8e%b7%e5%8f%96%e6%88%90%e6%9c%ac\/"},"modified":"2024-09-30T14:25:10","modified_gmt":"2024-09-30T19:25:10","slug":"%e9%99%8d%e4%bd%8e%e4%bf%9d%e9%99%a9%e8%a1%8c%e4%b8%9a%e7%9a%84%e5%ae%a2%e6%88%b7%e8%8e%b7%e5%8f%96%e6%88%90%e6%9c%ac","status":"publish","type":"insight","link":"https:\/\/bolttech.io\/zh-hans\/insights\/%e9%99%8d%e4%bd%8e%e4%bf%9d%e9%99%a9%e8%a1%8c%e4%b8%9a%e7%9a%84%e5%ae%a2%e6%88%b7%e8%8e%b7%e5%8f%96%e6%88%90%e6%9c%ac\/","title":{"rendered":"\u964d\u4f4e\u4fdd\u9669\u884c\u4e1a\u7684\u5ba2\u6237\u83b7\u53d6\u6210\u672c"},"content":{"rendered":"\n<p>\u5ba2\u6237\u83b7\u53d6\u6210\u672c\u662f\u6574\u4e2a\u5546\u4e1a\u4e16\u754c\u4e2d\u4e00\u4e2a\u5e38\u89c1\u7684\u95ee\u9898\u3002\nInvesp \u7684 <a href=\"https:\/\/www.invespcro.com\/blog\/customer-acquisition-retention\/\" target=\"_blank\" rel=\"noreferrer noopener\">Khalid Saleh<\/a> \u8868\u793a\uff0c\u5e73\u5747\u800c\u8a00\uff0c\u4f01\u4e1a\u5728\u83b7\u53d6\u65b0\u5ba2\u6237\u65b9\u9762\u7684\u652f\u51fa\u662f\u7559\u4f4f\u73b0\u6709\u5ba2\u6237\u7684\u4e94\u500d\u3002\n\u516c\u53f8\u4e5f\u66f4\u5173\u6ce8\u5ba2\u6237\u83b7\u53d6\u800c\u4e0d\u662f\u4fdd\u7559\uff1a\u5927\u7ea6 44% \u7684\u516c\u53f8\u81f4\u529b\u4e8e\u5ba2\u6237\u83b7\u53d6\uff0c\u800c\u53ea\u6709 18% \u7684\u516c\u53f8\u4e13\u6ce8\u4e8e\u4fdd\u7559\u5ba2\u6237\u3002  <\/p>\n\n<p>\u5bf9\u4e8e\u4fdd\u9669\u516c\u53f8\u6765\u8bf4\uff0c\u5ba2\u6237\u83b7\u53d6\u7684\u6210\u672c\u66f4\u9ad8\u3002\n\u201c\u4fdd\u9669\u884c\u4e1a\u7684\u5ba2\u6237\u83b7\u53d6\u6210\u672c\u662f\u6240\u6709\u884c\u4e1a\u4e2d\u6700\u9ad8\u7684\u3002\u4fdd\u9669\u4ee3\u7406\u516c\u53f8\u5438\u5f15\u65b0\u5ba2\u6237\u7684\u6210\u672c\u662f\u7559\u4f4f\u65b0\u5ba2\u6237\u7684 7 \u5230 9 \u500d\uff0c\u201c21st Century Management Consulting \u603b\u88c1 <a href=\"https:\/\/www.iiadallas.org\/page\/75\" target=\"_blank\" rel=\"noreferrer noopener\">Lynn Thomas<\/a> \u8bf4\u3002 <\/p>\n\n<p>\u867d\u7136\u5ba2\u6237\u4fdd\u7559\u7387\u4f1a\u4e25\u91cd\u5f71\u54cd\u4fdd\u9669\u516c\u53f8\u7684\u5229\u6da6\uff0c\u4f46\u65b0\u5ba2\u6237\u5bf9\u4e8e\u4fdd\u6301\u7a33\u5b9a\u7684\u589e\u957f\u901f\u5ea6\u548c\u5efa\u7acb\u7ade\u4e89\u4f18\u52bf\u81f3\u5173\u91cd\u8981\u3002\n\u5728\u63a7\u5236\u6210\u672c\u7684\u540c\u65f6\u4ecd\u80fd\u5438\u5f15\u65b0\u5ba2\u6237\uff0c\u8fd9\u5bf9\u4fdd\u9669\u516c\u53f8\u6765\u8bf4\u662f\u4e00\u4e2a\u6311\u6218\u3002 <\/p>\n\n<h2 class=\"wp-block-heading\">\u65b0\u4fdd\u9669\u5ba2\u6237\u6709\u591a\u8d35\uff1f<\/h2>\n\n<p>\u5f53\u60a8\u5c06\u5ba2\u6237\u83b7\u53d6\u7684\u9ad8\u4ef7\u683c\u4e0e\u8d22\u4ea7\u548c\u610f\u5916\u4f24\u5bb3\u4fdd\u9669\u7684\u4f4e\u51c0\u5229\u6da6\u7387\u8fdb\u884c\u6bd4\u8f83\u65f6\uff08\u6839\u636e Investopedia \u7684 <a href=\"https:\/\/www.investopedia.com\/ask\/answers\/052515\/what-usual-profit-margin-company-insurance-sector.asp?\" target=\"_blank\" rel=\"noreferrer noopener\">Mary Hall<\/a> \u7684\u8bf4\u6cd5\uff0c\u540e\u8005\u5f98\u5f8a\u5728 3% \u5230 8% \u4e4b\u95f4\uff09\uff0c\u5f88\u5bb9\u6613\u770b\u51fa\u4e3a\u4ec0\u4e48\u83b7\u53d6\u6210\u672c\u662f\u4e00\u4e2a\u95ee\u9898\u3002<\/p>\n\n<p>\u76f4\u9500\u4fdd\u9669\u516c\u53f8\u5728\u8fd9\u4e00\u9886\u57df\u5df2\u7ecf\u6709\u5f88\u957f\u4e00\u6bb5\u65f6\u95f4\u4e86\u3002\n\u65e9\u57282014\u5e74\uff0cWilliam Blair &amp; Co.\u5206\u6790\u5e08 <a href=\"https:\/\/www.chicagotribune.com\/business\/ct-customer-acquisition-costs-0515-biz-20150515-story.html\" target=\"_blank\" rel=\"noreferrer noopener\">Adam Klauber<\/a> \u5c31\u786e\u5b9a\uff0c\u50cfProgressive\u548cGeico\u8fd9\u6837\u7684\u76f4\u63a5\u4fdd\u9669\u516c\u53f8\u5e73\u5747\u652f\u4ed8487\u7f8e\u5143\u6765\u83b7\u53d6\u65b0\u5ba2\u6237\u3002\n\u4e0e\u6b64\u540c\u65f6\uff0cState Farm \u548c Allstate \u7b49\u4e13\u5c5e\u4fdd\u9669\u516c\u53f8\u5e73\u5747\u652f\u4ed8 792 \u7f8e\u5143\u3002  <\/p>\n\n<p>Klauber \u8bf4\uff0c\u5f53\u72ec\u7acb\u4ee3\u7406\u52a0\u5165\u5176\u4e2d\u65f6\uff0c\u6bcf\u4e2a\u5ba2\u6237\u7684\u5e73\u5747\u5ba2\u6237\u83b7\u53d6\u6210\u672c\u4e0a\u5347\u5230 900 \u7f8e\u5143\u3002<\/p>\n\n<p>\u9ea6\u80af\u9521\u7684 <a href=\"https:\/\/www.mckinsey.com\/industries\/financial-services\/our-insights\/facing-digital-reality?\" target=\"_blank\" rel=\"noreferrer noopener\">Tanguy Catlin<\/a> \u548c\u5176\u4ed6\u7814\u7a76\u4eba\u5458\u8868\u793a\uff0c\u4fdd\u9669\u4e1a\u7684\u65b0\u5ba2\u6237\u6210\u672c\u5982\u6b64\u4e4b\u9ad8\u7684\u4e00\u4e2a\u539f\u56e0\u662f\uff0c\u8be5\u884c\u4e1a\u5728\u91c7\u7528\u6ee1\u8db3\u5f53\u4eca\u4fdd\u9669\u8d2d\u7269\u8005\u671f\u671b\u7684\u6570\u5b57\u6280\u672f\u65b9\u9762\u843d\u540e\u3002<\/p>\n\n<p>\u5ba2\u6237\u5e0c\u671b\u7b80\u5355\u300124\/7 \u5168\u5929\u5019\u53ef\u7528\u6027\u548c\u5feb\u901f\u4ea4\u4ed8\u3002\n\u4ed6\u4eec\u8fd8\u8981\u6c42\u660e\u786e\u4e3a\u6570\u5b57\u65f6\u4ee3\u8bbe\u8ba1\u7684\u5b9a\u4ef7\u3001\u4ef7\u503c\u548c\u670d\u52a1\uff0c\u65e0\u8bba\u4ed6\u4eec\u8d2d\u4e70\u4ec0\u4e48\u3002\n\u201c\u65e0\u8bba\u670d\u52a1\u63d0\u4f9b\u5546\uff08\u5305\u62ec\u4fdd\u9669\u516c\u53f8\uff09\u662f\u8c01\uff0c\u4ed6\u4eec\u90fd\u6709\u76f8\u540c\u7684\u671f\u671b\uff0c\u201dCatlin \u7b49\u4eba\u8bf4\u3002  <\/p>\n\n<p>\u6539\u8fdb\u6280\u672f\u8fd8\u6709\u52a9\u4e8e\u5c06\u5ba2\u6237\u5bf9\u4fdd\u9669\u4e1a\u7684\u770b\u6cd5\u8f6c\u53d8\u4e3a\u4e2a\u6027\u5316\u4e14\u59cb\u7ec8\u5b58\u5728\u7684\u884c\u4e1a\u3002\n\u5f53\u4fdd\u9669\u66f4\u5bb9\u6613\u83b7\u5f97\u65f6\uff0c\u5ba2\u6237\u66f4\u6709\u53ef\u80fd\u5c06\u5176\u89c6\u4e3a\u4ed6\u4eec\u751f\u6d3b\u4e2d\u6709\u4ef7\u503c\u548c\u91cd\u8981\u7684\u65b9\u9762\u3002 <\/p>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/bolttech.io\/wp-content\/uploads\/2024\/08\/calculation-1024x683.jpg\" alt=\"\" class=\"wp-image-6101\" srcset=\"https:\/\/bolttech.io\/wp-content\/uploads\/2024\/08\/calculation-1024x683.jpg 1024w, https:\/\/bolttech.io\/wp-content\/uploads\/2024\/08\/calculation-300x200.jpg 300w, https:\/\/bolttech.io\/wp-content\/uploads\/2024\/08\/calculation-768x512.jpg 768w, https:\/\/bolttech.io\/wp-content\/uploads\/2024\/08\/calculation-1536x1024.jpg 1536w, https:\/\/bolttech.io\/wp-content\/uploads\/2024\/08\/calculation.jpg 1999w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">\u5ba2\u6237\u83b7\u53d6\u4e2d\u7684 KPI<\/h2>\n\n<p>\u533a\u5206\u5ba2\u6237\u83b7\u53d6\u6210\u672c \uff08CAC\uff09 \u548c\u6bcf\u6b21\u83b7\u53d6\u6210\u672c \uff08CPA\uff09 \u975e\u5e38\u91cd\u8981\u3002\n\u867d\u7136\u5b83\u4eec\u4e00\u5f00\u59cb\u542c\u8d77\u6765\u5f88\u76f8\u4f3c\uff0c\u4f46 Proof \u7684 <a href=\"https:\/\/blog.useproof.com\/customer-acquisition-cost\/\" target=\"_blank\" rel=\"noreferrer noopener\">Drew Housman<\/a> \u6982\u8ff0\u4e86\u5176\u4e2d\u7684\u533a\u522b\u3002\n\u201cCPA \u8861\u91cf\u7684\u662f\u884c\u52a8\u7684\u6210\u672c\uff0cCAC \u8861\u91cf\u7684\u662f\u83b7\u53d6\u5ba2\u6237\u7684\u6210\u672c\u3002\u201d  <\/p>\n\n<p>\u4f8b\u5982\uff0c\u5982\u679c\u60a8\u60f3\u8861\u91cf\u6570\u5b57\u5e7f\u544a\u6216\u8d2d\u4e70\u6309\u94ae\u70b9\u51fb\u7684\u6548\u679c\uff0c\u8bf7\u4f7f\u7528 CPA\u3002\n\u8981\u8003\u8651\u5ba2\u6237\u5728\u5b8c\u6210\u4ea4\u6613\u8fc7\u7a0b\u4e2d\u6240\u505a\u7684\u6bcf\u4e00\u6b21\u70b9\u51fb\uff0c\u8bf7\u4f7f\u7528 CAC\u3002 <\/p>\n\n<p>\u7136\u800c\uff0c\u8ddf\u8e2a CPA \u548c CAC \u5f88\u91cd\u8981\uff0c\u56e0\u4e3a\u5e76\u975e\u6240\u6709\u83b7\u53d6\u65b0\u5ba2\u6237\u7684\u65b9\u6cd5\u90fd\u80fd\u5728\u540c\u4e00\u65f6\u95f4\u6bb5\u5185\u4ea7\u751f\u7ed3\u679c\uff0cWordStream \u7684 <a href=\"https:\/\/www.wordstream.com\/blog\/ws\/2019\/01\/10\/cac-vs-clv\" target=\"_blank\" rel=\"noreferrer noopener\">Gordon Donnelly<\/a> \u8bf4\u3002\n\u4f8b\u5982\uff0c\u5c06 SEO \u548c\u5185\u5bb9\u8425\u9500\u4e0e Google \u548c Facebook \u5e7f\u544a\u7ed3\u679c\u76f8\u7ed3\u5408\u53ef\u80fd\u4f1a\u4f7f\u4fdd\u9669\u516c\u53f8\u8ba4\u4e3a\u4ed6\u4eec\u7684 SEO \u8868\u73b0\u4f18\u5f02\uff0c\u800c\u4ed6\u4eec\u7684\u5e7f\u544a\u8868\u73b0\u4e0d\u4f73\u3002\n\u8fd9\u662f\u56e0\u4e3a SEO \u548c\u5185\u5bb9\u8425\u9500 \u201c\u901a\u5e38\u9700\u8981\u66f4\u957f\u7684\u65f6\u95f4\u624d\u80fd\u4ea7\u751f\u7ed3\u679c\uff0c\u201dDonnelly \u8bf4\u3002  <\/p>\n\n<p>\u867d\u7136\u826f\u597d\u7684\u5ba2\u6237\u83b7\u53d6\u6210\u672c\u56e0\u4fdd\u9669\u516c\u53f8\u7c7b\u578b\u800c\u5f02\uff0c\u4f46\u6709\u6548\u8ddf\u8e2a CAC \u7684\u4e00\u79cd\u65b9\u6cd5\u662f\u5c06\u5176\u4e0e\u5ba2\u6237\u751f\u547d\u5468\u671f\u4ef7\u503c \uff08CLV\uff09 \u8fdb\u884c\u5e73\u8861\uff0cDemandJump \u7684 <a href=\"https:\/\/www.demandjump.com\/blog\/customer-acquisition-cost-by-industry\" target=\"_blank\" rel=\"noreferrer noopener\">Jordan Ehrlich<\/a> \u8bf4\u3002\n\u63d0\u4f9b\u66f4\u9ad8\u751f\u547d\u5468\u671f\u4ef7\u503c\u7684\u5ba2\u6237\u5728\u4e00\u5f00\u59cb\u5c31\u53ef\u80fd\u66f4\u503c\u5f97\u83b7\u53d6\u3002 <\/p>\n\n<p>\u7406\u60f3\u60c5\u51b5\u4e0b\uff0cCLV \u548c CAC \u4e4b\u95f4\u7684\u6bd4\u7387\u5c06\u59cb\u7ec8\u663e\u793a\u524d\u4e00\u4e2a\u6307\u6807\u7684\u8f83\u9ad8\u6570\u5b57\uff1a\u5ba2\u6237\u7684\u603b\u4f53\u4ef7\u503c\u5c06\u59cb\u7ec8\u9ad8\u4e8e\u83b7\u53d6\u4ed6\u4eec\u7684\u6210\u672c\u3002\n\u201c\u83b7\u5f97\u5355\u4e2a\u5ba2\u6237\u7684\u6210\u672c\u8d8a\u4f4e\uff0c\u5ba2\u6237\u6240\u4ee3\u8868\u7684\u6574\u4f53\u4ef7\u503c\u8d8a\u9ad8\uff0c\u60a8\u83b7\u5f97\u7684\u5229\u6da6\u5c31\u8d8a\u591a\uff0c\u201dDonnelly \u8bf4\u3002 <\/p>\n\n<p>\u5c06\u5ba2\u6237\u83b7\u53d6\u3001\u4fdd\u7559\u548c\u4ef7\u503c\u89c6\u4e3a\u540c\u4e00\u76ee\u6807\u7684\u4e09\u4e2a\u65b9\u9762\uff0c\u53ef\u4ee5\u63d0\u9ad8\u4fdd\u9669\u516c\u53f8\u5438\u5f15\u3001\u7559\u4f4f\u5ba2\u6237\u5173\u7cfb\u5e76\u4ece\u4e2d\u83b7\u5229\u7684\u80fd\u529b\u3002\n\u201c\u7531\u4e8e\u65b0\u6295\u4fdd\u4eba\u4f1a\u7acb\u5373\u6210\u4e3a\u5f53\u524d\u6295\u4fdd\u4eba\uff0c\u56e0\u6b64\u60a8\u6539\u8fdb\u7684\u5ba2\u6237\u4f53\u9a8c\u4f1a\u589e\u52a0\u4ed6\u4eec\u7559\u5728\u60a8\u7684\u516c\u53f8\u3001\u5c06\u60a8\u63a8\u8350\u7ed9\u5176\u4ed6\u4eba\u7b49\u7684\u53ef\u80fd\u6027\uff0c\u201dOne Inc. \u7684 <a href=\"https:\/\/www.oneincsystems.com\/blog\/customer-retention-vs.-acquisition-in-insurance-part-1\" target=\"_blank\" rel=\"noreferrer noopener\">Patricia Moore<\/a> \u8bf4\u3002 <\/p>\n\n<figure class=\"wp-block-image aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/bolttech.io\/wp-content\/uploads\/2024\/08\/data-discussion-1024x683.jpg\" alt=\"\" class=\"wp-image-6111\" srcset=\"https:\/\/bolttech.io\/wp-content\/uploads\/2024\/08\/data-discussion-1024x683.jpg 1024w, https:\/\/bolttech.io\/wp-content\/uploads\/2024\/08\/data-discussion-300x200.jpg 300w, https:\/\/bolttech.io\/wp-content\/uploads\/2024\/08\/data-discussion-768x512.jpg 768w, https:\/\/bolttech.io\/wp-content\/uploads\/2024\/08\/data-discussion-1536x1024.jpg 1536w, https:\/\/bolttech.io\/wp-content\/uploads\/2024\/08\/data-discussion.jpg 1999w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">\u5982\u4f55\u5728\u4e0d\u5931\u53bb\u65b0\u5ba2\u6237\u7684\u60c5\u51b5\u4e0b\u964d\u4f4e\u6210\u672c<\/h2>\n\n<p>\u5982\u679c\u964d\u4f4e\u5ba2\u6237\u83b7\u53d6\u6210\u672c\u4e5f\u4f1a\u5bfc\u81f4\u65b0\u5ba2\u6237\u51cf\u5c11\uff0c\u90a3\u4e48\u4fdd\u9669\u516c\u53f8\u5c06\u65e0\u6d4e\u4e8e\u4e8b\u3002\n\u5e78\u8fd0\u7684\u662f\uff0c\u6709\u51e0\u79cd\u6709\u6548\u7684\u65b9\u6cd5\u53ef\u4ee5\u964d\u4f4e\u8fd9\u4e9b\u6210\u672c\uff0c\u540c\u65f6\u63d0\u9ad8\u65b0\u5ba2\u6237\u5173\u7cfb\u7684\u8d28\u91cf\u3002 <\/p>\n\n<p><strong>1. \u4f7f\u7528\u9644\u5e26\u6e20\u9053<\/strong><\/p>\n\n<p>American Family Ventures \u8d1f\u8d23\u4eba <a href=\"https:\/\/www.cbinsights.com\/research\/transforming-insurance-distribution\/\" target=\"_blank\" rel=\"noreferrer noopener\">Kyle Nakatsuji<\/a> \u8bf4\uff0c\u9644\u5e26\u6e20\u9053\u662f\u72ec\u7acb\u4e8e\u4fdd\u9669\u63d0\u4f9b\u4ef7\u503c\u7684\u4ea7\u54c1\u6216\u670d\u52a1\uff0c\u4f46\u53ef\u4ee5\u5efa\u7acb\u5ba2\u6237\u5173\u7cfb\u5e76\u6536\u96c6\u6700\u7ec8\u652f\u6301\u4fdd\u9669\u5173\u7cfb\u7684\u6570\u636e\u3002<\/p>\n\n<p>\u8fd9\u4e9b\u6e20\u9053\u53ef\u4ee5\u5728\u6d41\u7a0b\u7684\u65e9\u671f\u5411\u5ba2\u6237\u5c55\u793a\u4ef7\u503c\uff0c\u4ece\u800c\u5e2e\u52a9\u964d\u4f4e\u5ba2\u6237\u83b7\u53d6\u6210\u672c\u5e76\u63d0\u9ad8\u53c2\u4e0e\u5ea6\u3002\n\u5ba2\u6237\u66f4\u613f\u610f\u6700\u7ec8\u8d2d\u4e70\u4fdd\u9669\uff0c\u56e0\u4e3a\u4ed6\u4eec\u5df2\u7ecf\u4ece\u8be5\u670d\u52a1\u4e2d\u83b7\u5f97\u4ef7\u503c\uff0c\u5e76\u4e14\u53ef\u80fd\u5df2\u7ecf\u8003\u8651\u8fc7\u4fdd\u9669\u5982\u4f55\u8fdb\u4e00\u6b65\u63d0\u9ad8\u8fd9\u79cd\u4ef7\u503c\u3002\nNakatsuji \u8bf4\uff0c\u8fd9\u4e9b\u670d\u52a1\u8fd8\u53ef\u4ee5\u6267\u884c\u6570\u636e\u6536\u96c6\u529f\u80fd\uff0c\u4f7f\u65b0\u5ba2\u6237\u66f4\u5bb9\u6613\u9009\u62e9\u548c\u8d2d\u4e70\u4fdd\u9669\u3002  <\/p>\n\n<p><strong>2. \u901a\u8fc7\u5bfb\u6c42\u63a8\u8350\u6765\u5229\u7528\u4fdd\u7559\u7387<\/strong><\/p>\n\n<p>\u9644\u5e26\u6e20\u9053\u7684\u53e6\u4e00\u4e2a\u597d\u5904\u662f\uff0c\u5b83\u4eec\u4f7f\u60a8\u5f53\u524d\u7684\u5ba2\u6237\u66f4\u5bb9\u6613\u5411\u6f5c\u5728\u7684\u65b0\u5ba2\u6237\u63a8\u8350\u60a8\u7684\u4fdd\u9669\u670d\u52a1\uff0c\u300a\u5de5\u4f5c\u4e2d\u7684\u5e78\u798f\u611f\u300b\u7684\u4f5c\u8005 <a href=\"https:\/\/www.inc.com\/srikumar-rao\/the-best-way-to-get-tons-of-referrals-don-t-ask-for-them.html\" target=\"_blank\" rel=\"noreferrer noopener\">Srikumar Rao<\/a> \u8bf4\u3002<\/p>\n\n<p>\u4f8b\u5982\uff0c\u5047\u8bbe\u6709\u4e00\u6b3e\u5e94\u7528\u7a0b\u5e8f\u53ef\u4ee5\u5e2e\u52a9\u623f\u4e3b\u8bc6\u522b\u548c\u7f13\u89e3\u5bb6\u5ead\u706b\u707e\u7684\u6700\u5e38\u89c1\u539f\u56e0\u3002\n\u5f53\u5fe0\u5b9e\u7684\u5ba2\u6237\u4f7f\u7528\u8be5\u5e94\u7528\u7a0b\u5e8f\u3001\u4ece\u4e2d\u53d7\u76ca\u5e76\u5c06\u5176\u63a8\u8350\u7ed9\u5176\u4ed6\u4eba\u65f6\uff0c\u8be5\u5ba2\u6237\u201c\u5f53\u5979\u5c06\u8054\u7cfb\u4eba\u7684\u6ce8\u610f\u529b\u5438\u5f15\u5230\u60a8\u65f6\uff0c\u5979\u5c31\u4e0d\u518d\u662f\u6073\u6c42\u8005\u3002\u5979\u662f\u4e00\u4efd\u793c\u7269\u7684\u70ed\u60c5\u548c\u81ea\u8c6a\u7684\u6301\u6709\u8005\u3002\u5979\u6709\u8d4f\u91d1\uff0c\u5979\u4f1a\u628a\u8fd9\u4e9b\u8d4f\u91d1\u8d50\u7ed9\u5e94\u5f97\u7684\u4eba\uff0c\u201cRao \u8bf4\u3002 <\/p>\n\n<p>\u60a8\u4e0d\u4ec5\u8ba9\u60a8\u7684\u5fe0\u5b9e\u5ba2\u6237\u66f4\u5bb9\u6613\u5c06\u4ed6\u4eec\u7684\u5458\u5de5\u63a8\u8350\u7ed9\u60a8\u7684\u516c\u53f8\uff0c\u800c\u4e14\u8ba9\u4ed6\u4eec\u8fd9\u6837\u505a\u4e5f\u8ba9\u4ed6\u4eec\u611f\u5230\u6ee1\u610f\u3002<\/p>\n\n<p><strong>3. \u8ba4\u8bc6\u5230\u4e3a\u4ec0\u4e48\u5fe0\u8bda\u5ba2\u6237\u7684\u63a8\u8350\u5f88\u91cd\u8981<\/strong><\/p>\n\n<p>\u5ba2\u6237\u4fdd\u7559\u5bf9\u5e95\u7ebf\u6709\u6df1\u8fdc\u7684\u5f71\u54cd\u3002\n\u5f53\u5ba2\u6237\u4fdd\u7559\u7387\u4ec5\u589e\u52a05%\u65f6\uff0c\u5229\u6da6\u5c31\u4f1a\u589e\u52a025%\u523095%\uff0c\u6839\u636e\u8d1d\u6069&amp;\u516c\u53f8\u7684 <a href=\"http:\/\/www2.bain.com\/Images\/BB_Prescription_cutting_costs.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Frederick Reichheld<\/a> \u7684\u7814\u7a76\u3002 <\/p>\n\n<p>\u521d\u521b\u516c\u53f8\u987e\u95ee <a href=\"https:\/\/www.forbes.com\/sites\/jiawertz\/2018\/09\/12\/dont-spend-5-times-more-attracting-new-customers-nurture-the-existing-ones\/#6c68f21b5a8e\" target=\"_blank\" rel=\"noreferrer noopener\">Yoav Vilner<\/a> \u8868\u793a\uff0c\u4e0e\u73b0\u6709\u5ba2\u6237\u5efa\u7acb\u5173\u7cfb\u53ef\u4ee5\u5efa\u7acb\u4fe1\u4efb\uff0c\u4f7f\u516c\u53f8\u80fd\u591f\u4ee5\u8f83\u4f4e\u7684\u62d2\u7edd\u51e0\u7387\u63d0\u4f9b\u989d\u5916\u7684\u4ea7\u54c1\u548c\u670d\u52a1\u3002\n\u5b83\u8fd8\u589e\u52a0\u4e86\u901a\u8fc7\u63a8\u8350\u5438\u5f15\u65b0\u5ba2\u6237\u7684\u673a\u4f1a\u2014\u2014\u8fd9\u662f\u8fc4\u4eca\u4e3a\u6b62\u6700\u4fbf\u5b9c\u7684\u5ba2\u6237\u83b7\u53d6\u65b9\u6cd5\u4e4b\u4e00\u3002 <\/p>\n\n<p>\u9ea6\u80af\u9521\u7684 <a href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/a-new-way-to-measure-word-of-mouth-marketing\" target=\"_blank\" rel=\"noreferrer noopener\">Jacques Bughin\u3001Jonathan Doogan \u548c Ole J\u00f8rgen Vetvik<\/a> \u8bf4\uff0c\u63a8\u8350\u6216\u53e3\u8033\u76f8\u4f20\u5360\u6240\u6709\u8d2d\u4e70\u51b3\u7b56\u7684 20% \u5230 50%\u3002\n\u4f53\u9a8c\u5f0f\u53e3\u8033\u76f8\u4f20\uff0c\u5373\u73b0\u6709\u5ba2\u6237\u5206\u4eab\u4ed6\u4eec\u81ea\u5df1\u5bf9\u4ea7\u54c1\u6216\u670d\u52a1\u7684\u7b2c\u4e00\u624b\u7ecf\u9a8c\uff0c\u53ef\u80fd\u662f\u6700\u5f3a\u5927\u7684\u3002\n\u8fd9\u4e5f\u662f\u6700\u5e38\u89c1\u7684\uff1a50% \u5230 80% \u7684\u53e3\u7891\u8425\u9500\u662f\u57fa\u4e8e\u6d88\u8d39\u8005\u7684\u4e2a\u4eba\u4f53\u9a8c\u3002  <\/p>\n\n<p>Bughin \u548c\u5176\u4ed6\u7814\u7a76\u4eba\u5458\u8868\u793a\uff0c\u5f53\u670d\u52a1\u8d85\u51fa\u4ed6\u4eec\u7684\u671f\u671b\u65f6\uff0c\u5fe0\u8bda\u7684\u5ba2\u6237\u66f4\u6709\u53ef\u80fd\u9ad8\u5ea6\u8bc4\u4ef7\u4ed6\u4eec\u7684\u4fdd\u9669\u516c\u53f8\u3002\n\u56e0\u6b64\uff0c\u627f\u8bfa\u4e0d\u8db3\u548c\u4ea4\u4ed8\u8fc7\u591a\u7684\u4fdd\u9669\u516c\u53f8\u66f4\u6709\u53ef\u80fd\u4ece\u73b0\u6709\u5ba2\u6237\u7fa4\u4e2d\u83b7\u5f97\u8868\u626c\u548c\u63a8\u8350\u3002 <\/p>\n\n<p>\u4fdd\u9669\u516c\u53f8\u4ec0\u4e48\u65f6\u5019\u5e94\u8be5\u8981\u6c42\u8f6c\u8bca\uff1f\n\u8d8a\u65e9\u8d8a\u597d\uff0cKaplan \u7684\u5168\u56fd\u5ba2\u6237\u603b\u76d1 <a href=\"https:\/\/www.kaplanfinancial.com\/resources\/additional\/referral-marketing-101-how-and-when-to-ask-for-referrals\/\" target=\"_blank\" rel=\"noreferrer noopener\">Eric Wlison<\/a> \u8bf4\u3002\n\u7b49\u5230\u5ba2\u6237\u7684\u4ea4\u6613\u5b8c\u6210\u4f1a\u589e\u52a0\u51fa\u9519\u7684\u673a\u4f1a\uff0c\u4ece\u800c\u7834\u574f\u5ba2\u6237\u5411\u670b\u53cb\u548c\u5bb6\u4eba\u79ef\u6781\u8c08\u8bba\u4ed6\u4eec\u7684\u4fdd\u9669\u516c\u53f8\u7684\u503e\u5411\u3002  <\/p>\n\n<p>\u201c\u8bf7\u8bb0\u4f4f\uff0c\u60f3\u8981\u5e2e\u52a9\u4ed6\u4eba\u6210\u529f\u662f\u4eba\u7684\u5929\u6027\u3002\u5982\u679c\u4f60\u4e0d\u8981\u6c42\u63a8\u8350\uff0c\u4f60\u53ef\u80fd\u4f1a\u5f97\u5230\u96f6\uff0c\u5982\u679c\u4f60\u8981\u6c42\u5e76\u5f97\u5230\u96f6\uff0c\u4f60\u4ecd\u7136\u5904\u4e8e\u4e0e\u4f60\u6ca1\u6709\u8be2\u95ee\u4e00\u6837\u7684\u4f4d\u7f6e\uff0c\u201c\u5a01\u5c14\u900a\u8bf4\u3002<\/p>\n\n<p><strong>4. \u91c7\u7528\u63d0\u9ad8\u5fe0\u8bda\u5ea6\u7684\u6570\u5b57\u5de5\u5177<\/strong><\/p>\n\n<p>\u8fd9\u662f\u5ba2\u6237\u5fe0\u8bda\u5ea6\u548c\u6280\u672f\u76f8\u4ea4\u7684\u5730\u65b9\uff0c\u53ef\u4ee5\u964d\u4f4e\u83b7\u53d6\u65b0\u5ba2\u6237\u7684\u6210\u672c\u3002<\/p>\n\n<p>\u51e0\u4e4e\u6bcf\u4e2a\u9762\u5411\u6d88\u8d39\u8005\u7684\u884c\u4e1a\u90fd\u5728\u52aa\u529b\u89e3\u51b3\u5982\u4f55\u6ee1\u8db3\u4e0d\u65ad\u53d8\u5316\u7684\u5ba2\u6237\u671f\u671b\u7684\u95ee\u9898\u3002\n\u4efb\u4f55\u5feb\u9910\u5e97\u90fd\u5c06\u63d0\u4f9b\u6346\u7ed1\u9910\u70b9\u4ee5\u53ca\u70b9\u83dc\u83dc\u5355\u9879\uff0c\u4f9b\u987e\u5ba2\u9009\u62e9\u3002\n\u5373\u4f7f\u662f\u538c\u6076\u53d8\u5316\u7684\u822a\u7a7a\u516c\u53f8\u548c\u6709\u7ebf\u7535\u89c6\u63d0\u4f9b\u5546\u4e5f\u5b66\u4f1a\u4e86\u63d0\u4f9b\u53ef\u5b9a\u5236\u7684\u670d\u52a1\u7ea7\u522b\uff0c\u56e0\u4e3a\u8fd9\u662f\u4ed6\u4eec\u7684\u5ba2\u6237\u6240\u8981\u6c42\u7684\u3002  <\/p>\n\n<p>\u8fd9\u5c31\u662f\u9ea6\u80af\u9521\u56e2\u961f\u6240\u8bf4\u7684\uff0c\u5f53\u4fdd\u9669\u5ba2\u6237\u60f3\u8981\u7b80\u5355\u548c\u5feb\u901f\u4ea4\u4ed8\u65f6\uff0c\u4ed6\u4eec\u6b63\u5728\u5f3a\u8c03\u8fd9\u4e00\u70b9\u3002\n\u4eca\u5929\u7684\u5ba2\u6237\u5e0c\u671b\u80fd\u591f\u4ece\u4efb\u4f55\u548c\u6240\u6709\u53ef\u7528\u7684\u4ea7\u54c1\u7ebf\u4e2d\u8fdb\u884c\u9009\u62e9\uff0c\u65e0\u8bba\u7531\u54ea\u5bb6\u8fd0\u8425\u5546\u63d0\u4f9b\u3002 <\/p>\n\n<p>\u8fd9\u5c31\u662f BOLT \u5e73\u53f0\u6240\u4fc3\u8fdb\u7684\u3002\n\u6211\u4eec\u7684\u7528\u6237\u80fd\u591f\u5c06\u81ea\u5df1\u7684\u4ea7\u54c1\u4e0e\u5176\u4ed6\u8fd0\u8425\u5546\u7684\u6346\u7ed1\u4ea7\u54c1\u4e00\u8d77\u63d0\u4f9b\u548c\u9500\u552e\uff0c\u56e0\u4e3a\u6700\u7ec8\uff0c\u5ba2\u6237\u53ea\u5173\u5fc3\u83b7\u5f97\u4ed6\u4eec\u9700\u8981\u7684\u4fdd\u9669\u3002\n\u6ee1\u8db3\u8fd9\u4e00\u9700\u6c42\u7684\u6700\u4f73\u65b9\u5f0f\u662f\u6210\u4e3a\u5ba2\u6237\u7684\u4e00\u7ad9\u5f0f\u5546\u5e97\u3002  <\/p>\n\n<p>\u63a5\u53d7\u8fd9\u4e00\u70b9\u7684\u4fdd\u9669\u516c\u53f8\u5c06\u83b7\u5f97\u66f4\u9ad8\u7684\u5ba2\u6237\u5fe0\u8bda\u5ea6\u3002\n\u968f\u7740\u65b0\u7684\u6f5c\u5728\u5ba2\u6237\u51fa\u73b0\uff0c\u8bf4\u670d\u4ed6\u4eec\u8d2d\u4e70\u5c06\u9700\u8981\u66f4\u5c11\u7684\u65f6\u95f4\u3001\u66f4\u5c11\u7684\u91d1\u94b1\u548c\u66f4\u5c11\u7684\u52aa\u529b\u3002 <\/p>\n\n<p><em>\u56fe\u7247\u63d0\u4f9b\uff1aJavier Sanchez Mingorance\/\u00a9123RF.com\uff0c Hanna Kuprevich\/\u00a9123RF.com\uff0c Dmitriy Shironosov\/\u00a9123RF.com<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u5ba2\u6237\u83b7\u53d6\u6210\u672c\u662f\u6574\u4e2a\u5546\u4e1a\u4e16\u754c\u4e2d\u4e00\u4e2a\u5e38\u89c1\u7684\u95ee\u9898\u3002 Invesp \u7684 Khalid Saleh \u8868\u793a\uff0c\u5e73\u5747\u800c\u8a00\uff0c\u4f01\u4e1a [&hellip;]<\/p>\n","protected":false},"featured_media":6092,"template":"","insight-category":[],"class_list":["post-21262","insight","type-insight","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/bolttech.io\/zh-hans\/wp-json\/wp\/v2\/insight\/21262","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bolttech.io\/zh-hans\/wp-json\/wp\/v2\/insight"}],"about":[{"href":"https:\/\/bolttech.io\/zh-hans\/wp-json\/wp\/v2\/types\/insight"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bolttech.io\/zh-hans\/wp-json\/wp\/v2\/media\/6092"}],"wp:attachment":[{"href":"https:\/\/bolttech.io\/zh-hans\/wp-json\/wp\/v2\/media?parent=21262"}],"wp:term":[{"taxonomy":"insight-category","embeddable":true,"href":"https:\/\/bolttech.io\/zh-hans\/wp-json\/wp\/v2\/insight-category?post=21262"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}