{"id":21109,"date":"2024-09-30T14:21:40","date_gmt":"2024-09-30T19:21:40","guid":{"rendered":"https:\/\/bolttech.io\/insights\/%e9%99%8d%e4%bd%8e%e4%bf%9d%e9%9a%aa%e8%a1%8c%e6%a5%ad%e7%9a%84%e5%ae%a2%e6%88%b6%e7%8d%b2%e5%8f%96%e6%88%90%e6%9c%ac\/"},"modified":"2024-09-30T14:21:41","modified_gmt":"2024-09-30T19:21:41","slug":"%e9%99%8d%e4%bd%8e%e4%bf%9d%e9%9a%aa%e8%a1%8c%e6%a5%ad%e7%9a%84%e5%ae%a2%e6%88%b6%e7%8d%b2%e5%8f%96%e6%88%90%e6%9c%ac","status":"publish","type":"insight","link":"https:\/\/bolttech.io\/zh-hant\/insights\/%e9%99%8d%e4%bd%8e%e4%bf%9d%e9%9a%aa%e8%a1%8c%e6%a5%ad%e7%9a%84%e5%ae%a2%e6%88%b6%e7%8d%b2%e5%8f%96%e6%88%90%e6%9c%ac\/","title":{"rendered":"\u964d\u4f4e\u4fdd\u96aa\u884c\u696d\u7684\u5ba2\u6236\u7372\u53d6\u6210\u672c"},"content":{"rendered":"\n<p>\u5ba2\u6236\u7372\u53d6\u6210\u672c\u662f\u6574\u500b\u5546\u696d\u4e16\u754c\u4e2d\u4e00\u500b\u5e38\u898b\u7684\u554f\u984c\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\u696d\u5728\u7372\u53d6\u65b0\u5ba2\u6236\u65b9\u9762\u7684\u652f\u51fa\u662f\u7559\u4f4f\u73fe\u6709\u5ba2\u6236\u7684\u4e94\u500d\u3002\n\u516c\u53f8\u4e5f\u66f4\u95dc\u6ce8\u5ba2\u6236\u7372\u53d6\u800c\u4e0d\u662f\u4fdd\u7559\uff1a\u5927\u7d04 44% \u7684\u516c\u53f8\u81f4\u529b\u65bc\u5ba2\u6236\u7372\u53d6\uff0c\u800c\u53ea\u6709 18% \u7684\u516c\u53f8\u5c08\u6ce8\u65bc\u4fdd\u7559\u5ba2\u6236\u3002  <\/p>\n\n<p>\u5c0d\u65bc\u4fdd\u96aa\u516c\u53f8\u4f86\u8aaa\uff0c\u5ba2\u6236\u7372\u53d6\u7684\u6210\u672c\u66f4\u9ad8\u3002\n\u201c\u4fdd\u96aa\u884c\u696d\u7684\u5ba2\u6236\u7372\u53d6\u6210\u672c\u662f\u6240\u6709\u884c\u696d\u4e2d\u6700\u9ad8\u7684\u3002\u4fdd\u96aa\u4ee3\u7406\u516c\u53f8\u5438\u5f15\u65b0\u5ba2\u6236\u7684\u6210\u672c\u662f\u7559\u4f4f\u65b0\u5ba2\u6236\u7684 7 \u5230 9 \u500d\uff0c\u201c21st Century Management Consulting \u7e3d\u88c1 <a href=\"https:\/\/www.iiadallas.org\/page\/75\" target=\"_blank\" rel=\"noreferrer noopener\">Lynn Thomas<\/a> \u8aaa\u3002 <\/p>\n\n<p>\u96d6\u7136\u5ba2\u6236\u4fdd\u7559\u7387\u6703\u56b4\u91cd\u5f71\u97ff\u4fdd\u96aa\u516c\u53f8\u7684\u5229\u6f64\uff0c\u4f46\u65b0\u5ba2\u6236\u5c0d\u65bc\u4fdd\u6301\u7a69\u5b9a\u7684\u589e\u9577\u901f\u5ea6\u548c\u5efa\u7acb\u7af6\u722d\u512a\u52e2\u81f3\u95dc\u91cd\u8981\u3002\n\u5728\u63a7\u88fd\u6210\u672c\u7684\u540c\u6642\u4ecd\u80fd\u5438\u5f15\u65b0\u5ba2\u6236\uff0c\u9019\u5c0d\u4fdd\u96aa\u516c\u53f8\u4f86\u8aaa\u662f\u4e00\u500b\u6311\u6230\u3002 <\/p>\n\n<h2 class=\"wp-block-heading\">\u65b0\u4fdd\u96aa\u5ba2\u6236\u6709\u591a\u8cb4\uff1f<\/h2>\n\n<p>\u7576\u60a8\u5c07\u5ba2\u6236\u7372\u53d6\u7684\u9ad8\u50f9\u683c\u8207\u8ca1\u7522\u548c\u610f\u5916\u50b7\u5bb3\u4fdd\u96aa\u7684\u4f4e\u51c8\u7372\u5229\u7387\u9032\u884c\u6bd4\u8f03\u6642\uff08\u6839\u64da 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\u8aaa\u6cd5\uff0c\u5f8c\u8005\u5f98\u5f8a\u5728 3% \u5230 8% \u4e4b\u9593\uff09\uff0c\u5f88\u5bb9\u6613\u770b\u51fa\u70ba\u4ec0\u9ebc\u7372\u53d6\u6210\u672c\u662f\u4e00\u500b\u554f\u984c\u3002<\/p>\n\n<p>\u76f4\u92b7\u4fdd\u96aa\u516c\u53f8\u5728\u9019\u4e00\u9818\u57df\u5df2\u7d93\u6709\u5f88\u9577\u4e00\u6bb5\u6642\u9593\u4e86\u3002\n\u65e9\u57282014\u5e74\uff0cWilliam Blair &amp; Co.\u5206\u6790\u5e2b <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\u78ba\u5b9a\uff0c\u50cfProgressive\u548cGeico\u9019\u6a23\u7684\u76f4\u63a5\u4fdd\u96aa\u516c\u53f8\u5e73\u5747\u652f\u4ed8487\u7f8e\u5143\u4f86\u7372\u53d6\u65b0\u5ba2\u6236\u3002\n\u8207\u6b64\u540c\u6642\uff0cState Farm \u548c Allstate \u7b49\u5c08\u5c6c\u4fdd\u96aa\u516c\u53f8\u5e73\u5747\u652f\u4ed8 792 \u7f8e\u5143\u3002  <\/p>\n\n<p>Klauber \u8aaa\uff0c\u7576\u7368\u7acb\u4ee3\u7406\u52a0\u5165\u5176\u4e2d\u6642\uff0c\u6bcf\u500b\u5ba2\u6236\u7684\u5e73\u5747\u5ba2\u6236\u7372\u53d6\u6210\u672c\u4e0a\u5347\u5230 900 \u7f8e\u5143\u3002<\/p>\n\n<p>\u9ea5\u80af\u932b\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\u54e1\u8868\u793a\uff0c\u4fdd\u96aa\u696d\u7684\u65b0\u5ba2\u6236\u6210\u672c\u5982\u6b64\u4e4b\u9ad8\u7684\u4e00\u500b\u539f\u56e0\u662f\uff0c\u8a72\u884c\u696d\u5728\u63a1\u7528\u6eff\u8db3\u7576\u4eca\u4fdd\u96aa\u8cfc\u7269\u8005\u671f\u671b\u7684\u6578\u5b57\u6280\u8853\u65b9\u9762\u843d\u5f8c\u3002<\/p>\n\n<p>\u5ba2\u6236\u5e0c\u671b\u7c21\u55ae\u300124\/7 \u5168\u5929\u5019\u53ef\u7528\u6027\u548c\u5feb\u901f\u4ea4\u4ed8\u3002\n\u4ed6\u5011\u9084\u8981\u6c42\u660e\u78ba\u70ba\u6578\u4f4d\u6642\u4ee3\u8a2d\u8a08\u7684\u5b9a\u50f9\u3001\u50f9\u503c\u548c\u670d\u52d9\uff0c\u7121\u8ad6\u4ed6\u5011\u8cfc\u8cb7\u4ec0\u9ebc\u3002\n\u201c\u7121\u8ad6\u670d\u52d9\u63d0\u4f9b\u8005\uff08\u5305\u62ec\u4fdd\u96aa\u516c\u53f8\uff09\u662f\u8ab0\uff0c\u4ed6\u5011\u90fd\u6709\u76f8\u540c\u7684\u671f\u671b\uff0c\u201dCatlin \u7b49\u4eba\u8aaa\u3002  <\/p>\n\n<p>\u6539\u9032\u6280\u8853\u9084\u6709\u52a9\u65bc\u5c07\u5ba2\u6236\u5c0d\u4fdd\u96aa\u696d\u7684\u770b\u6cd5\u8f49\u8b8a\u70ba\u500b\u4eba\u5316\u4e14\u59cb\u7d42\u5b58\u5728\u7684\u884c\u696d\u3002\n\u7576\u4fdd\u96aa\u66f4\u5bb9\u6613\u7372\u5f97\u6642\uff0c\u5ba2\u6236\u66f4\u6709\u53ef\u80fd\u5c07\u5176\u8996\u70ba\u4ed6\u5011\u751f\u6d3b\u4e2d\u6709\u50f9\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\u6236\u7372\u53d6\u4e2d\u7684 KPI<\/h2>\n\n<p>\u5340\u5206\u5ba2\u6236\u7372\u53d6\u6210\u672c \uff08CAC\uff09 \u548c\u6bcf\u6b21\u7372\u53d6\u6210\u672c \uff08CPA\uff09 \u975e\u5e38\u91cd\u8981\u3002\n\u96d6\u7136\u5b83\u5011\u4e00\u958b\u59cb\u807d\u8d77\u4f86\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\u5340\u5225\u3002\n\u201cCPA \u8861\u91cf\u7684\u662f\u884c\u52d5\u7684\u6210\u672c\uff0cCAC \u8861\u91cf\u7684\u662f\u7372\u53d6\u5ba2\u6236\u7684\u6210\u672c\u3002\u201d  <\/p>\n\n<p>\u4f8b\u5982\uff0c\u5982\u679c\u60a8\u60f3\u8861\u91cf\u6578\u4f4d\u5ee3\u544a\u6216\u8cfc\u8cb7\u6309\u9215\u9ede\u64ca\u7684\u6548\u679c\uff0c\u8acb\u4f7f\u7528 CPA\u3002\n\u8981\u8003\u616e\u5ba2\u6236\u5728\u5b8c\u6210\u4ea4\u6613\u904e\u7a0b\u4e2d\u6240\u505a\u7684\u6bcf\u4e00\u6b21\u9ede\u64ca\uff0c\u8acb\u4f7f\u7528 CAC\u3002 <\/p>\n\n<p>\u7136\u800c\uff0c\u8ddf\u8e64 CPA \u548c CAC \u5f88\u91cd\u8981\uff0c\u56e0\u70ba\u4e26\u975e\u6240\u6709\u7372\u53d6\u65b0\u5ba2\u6236\u7684\u65b9\u6cd5\u90fd\u80fd\u5728\u540c\u4e00\u6642\u9593\u6bb5\u5167\u7522\u751f\u7d50\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> \u8aaa\u3002\n\u4f8b\u5982\uff0c\u5c07 SEO \u548c\u5167\u5bb9\u884c\u92b7\u8207 Google \u548c Facebook \u5ee3\u544a\u7d50\u679c\u76f8\u7d50\u5408\u53ef\u80fd\u6703\u4f7f\u4fdd\u96aa\u516c\u53f8\u8a8d\u70ba\u4ed6\u5011\u7684 SEO \u8868\u73fe\u512a\u7570\uff0c\u800c\u4ed6\u5011\u7684\u5ee3\u544a\u8868\u73fe\u4e0d\u4f73\u3002\n\u9019\u662f\u56e0\u70ba SEO \u548c\u5167\u5bb9\u884c\u92b7 \u300c\u901a\u5e38\u9700\u8981\u66f4\u9577\u7684\u6642\u9593\u624d\u80fd\u7522\u751f\u7d50\u679c\uff0c\u300dDonnelly \u8aaa\u3002  <\/p>\n\n<p>\u96d6\u7136\u826f\u597d\u7684\u5ba2\u6236\u7372\u53d6\u6210\u672c\u56e0\u4fdd\u96aa\u516c\u53f8\u985e\u578b\u800c\u7570\uff0c\u4f46\u6709\u6548\u8ddf\u8e64 CAC \u7684\u4e00\u7a2e\u65b9\u6cd5\u662f\u5c07\u5176\u8207\u5ba2\u6236\u751f\u547d\u9031\u671f\u50f9\u503c \uff08CLV\uff09 \u9032\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> \u8aaa\u3002\n\u63d0\u4f9b\u66f4\u9ad8\u751f\u547d\u9031\u671f\u50f9\u503c\u7684\u5ba2\u6236\u5728\u4e00\u958b\u59cb\u5c31\u53ef\u80fd\u66f4\u503c\u5f97\u7372\u53d6\u3002 <\/p>\n\n<p>\u7406\u60f3\u60c5\u6cc1\u4e0b\uff0cCLV \u548c CAC \u4e4b\u9593\u7684\u6bd4\u7387\u5c07\u59cb\u7d42\u986f\u793a\u524d\u4e00\u500b\u6307\u6a19\u7684\u8f03\u9ad8\u6578\u4f4d\uff1a\u5ba2\u6236\u7684\u7e3d\u9ad4\u50f9\u503c\u5c07\u59cb\u7d42\u9ad8\u65bc\u7372\u53d6\u4ed6\u5011\u7684\u6210\u672c\u3002\n\u201c\u7372\u5f97\u55ae\u500b\u5ba2\u6236\u7684\u6210\u672c\u8d8a\u4f4e\uff0c\u5ba2\u6236\u6240\u4ee3\u8868\u7684\u6574\u9ad4\u50f9\u503c\u8d8a\u9ad8\uff0c\u60a8\u7372\u5f97\u7684\u5229\u6f64\u5c31\u8d8a\u591a\uff0c\u201dDonnelly \u8aaa\u3002 <\/p>\n\n<p>\u5c07\u5ba2\u6236\u7372\u53d6\u3001\u4fdd\u7559\u548c\u50f9\u503c\u8996\u70ba\u540c\u4e00\u76ee\u6a19\u7684\u4e09\u500b\u65b9\u9762\uff0c\u53ef\u4ee5\u63d0\u9ad8\u4fdd\u96aa\u516c\u53f8\u5438\u5f15\u3001\u7559\u4f4f\u5ba2\u6236\u95dc\u4fc2\u4e26\u5f9e\u4e2d\u7372\u5229\u7684\u80fd\u529b\u3002\n\u201c\u7531\u65bc\u65b0\u6295\u4fdd\u4eba\u6703\u7acb\u5373\u6210\u70ba\u7576\u524d\u6295\u4fdd\u4eba\uff0c\u56e0\u6b64\u60a8\u6539\u9032\u7684\u5ba2\u6236\u9ad4\u9a57\u6703\u589e\u52a0\u4ed6\u5011\u7559\u5728\u60a8\u7684\u516c\u53f8\u3001\u5c07\u60a8\u63a8\u85a6\u7d66\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> \u8aaa\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\u6236\u7684\u60c5\u6cc1\u4e0b\u964d\u4f4e\u6210\u672c<\/h2>\n\n<p>\u5982\u679c\u964d\u4f4e\u5ba2\u6236\u7372\u53d6\u6210\u672c\u4e5f\u6703\u5c0e\u81f4\u65b0\u5ba2\u6236\u6e1b\u5c11\uff0c\u90a3\u9ebc\u4fdd\u96aa\u516c\u53f8\u5c07\u7121\u6fdf\u65bc\u4e8b\u3002\n\u5e78\u904b\u7684\u662f\uff0c\u6709\u5e7e\u7a2e\u6709\u6548\u7684\u65b9\u6cd5\u53ef\u4ee5\u964d\u4f4e\u9019\u4e9b\u6210\u672c\uff0c\u540c\u6642\u63d0\u9ad8\u65b0\u5ba2\u6236\u95dc\u4fc2\u7684\u54c1\u8cea\u3002 <\/p>\n\n<p><strong>1. \u4f7f\u7528\u9644\u5e36\u7ba1\u9053<\/strong><\/p>\n\n<p>American Family Ventures \u8ca0\u8cac\u4eba <a href=\"https:\/\/www.cbinsights.com\/research\/transforming-insurance-distribution\/\" target=\"_blank\" rel=\"noreferrer noopener\">Kyle Nakatsuji<\/a> \u8aaa\uff0c\u9644\u5e36\u7ba1\u9053\u662f\u7368\u7acb\u65bc\u4fdd\u96aa\u63d0\u4f9b\u50f9\u503c\u7684\u7522\u54c1\u6216\u670d\u52d9\uff0c\u4f46\u53ef\u4ee5\u5efa\u7acb\u5ba2\u6236\u95dc\u4fc2\u4e26\u6536\u96c6\u6700\u7d42\u652f\u63f4\u4fdd\u96aa\u95dc\u4fc2\u7684\u6578\u64da\u3002<\/p>\n\n<p>\u9019\u4e9b\u7ba1\u9053\u53ef\u4ee5\u5728\u6d41\u7a0b\u7684\u65e9\u671f\u5411\u5ba2\u6236\u5c55\u793a\u50f9\u503c\uff0c\u5f9e\u800c\u8aac\u660e\u964d\u4f4e\u5ba2\u6236\u7372\u53d6\u6210\u672c\u4e26\u63d0\u9ad8\u53c3\u8207\u5ea6\u3002\n\u5ba2\u6236\u66f4\u9858\u610f\u6700\u7d42\u8cfc\u8cb7\u4fdd\u96aa\uff0c\u56e0\u70ba\u4ed6\u5011\u5df2\u7d93\u5f9e\u8a72\u670d\u52d9\u4e2d\u7372\u5f97\u50f9\u503c\uff0c\u4e26\u4e14\u53ef\u80fd\u5df2\u7d93\u8003\u616e\u904e\u4fdd\u96aa\u5982\u4f55\u9032\u4e00\u6b65\u63d0\u9ad8\u9019\u7a2e\u50f9\u503c\u3002\nNakatsuji \u8aaa\uff0c\u9019\u4e9b\u670d\u52d9\u9084\u53ef\u4ee5\u57f7\u884c\u6578\u64da\u6536\u96c6\u529f\u80fd\uff0c\u4f7f\u65b0\u5ba2\u6236\u66f4\u5bb9\u6613\u9078\u64c7\u548c\u8cfc\u8cb7\u4fdd\u96aa\u3002  <\/p>\n\n<p><strong>2. \u901a\u904e\u5c0b\u6c42\u63a8\u85a6\u4f86\u5229\u7528\u4fdd\u7559\u7387<\/strong><\/p>\n\n<p>\u9644\u5e36\u7ba1\u9053\u7684\u53e6\u4e00\u500b\u597d\u8655\u662f\uff0c\u5b83\u5011\u4f7f\u60a8\u7576\u524d\u7684\u5ba2\u6236\u66f4\u5bb9\u6613\u5411\u6f5b\u5728\u7684\u65b0\u5ba2\u6236\u63a8\u85a6\u60a8\u7684\u4fdd\u96aa\u670d\u52d9\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> \u8aaa\u3002<\/p>\n\n<p>\u4f8b\u5982\uff0c\u5047\u8a2d\u6709\u4e00\u6b3e\u61c9\u7528\u7a0b\u5f0f\u53ef\u4ee5\u8aac\u660e\u623f\u4e3b\u8b58\u5225\u548c\u7de9\u89e3\u5bb6\u5ead\u706b\u707d\u7684\u6700\u5e38\u898b\u539f\u56e0\u3002\n\u7576\u5fe0\u5be6\u7684\u5ba2\u6236\u4f7f\u7528\u8a72\u61c9\u7528\u7a0b\u5f0f\u3001\u5f9e\u4e2d\u53d7\u76ca\u4e26\u5c07\u5176\u63a8\u85a6\u7d66\u5176\u4ed6\u4eba\u6642\uff0c\u8a72\u5ba2\u6236\u201c\u7576\u5979\u5c07\u806f\u7e6b\u4eba\u7684\u6ce8\u610f\u529b\u5438\u5f15\u5230\u60a8\u6642\uff0c\u5979\u5c31\u4e0d\u518d\u662f\u61c7\u6c42\u8005\u3002\u5979\u662f\u4e00\u4efd\u79ae\u7269\u7684\u71b1\u60c5\u548c\u81ea\u8c6a\u7684\u6301\u6709\u8005\u3002\u5979\u6709\u8cde\u91d1\uff0c\u5979\u6703\u628a\u9019\u4e9b\u8cde\u91d1\u8cdc\u7d66\u61c9\u5f97\u7684\u4eba\uff0c\u201cRao \u8aaa\u3002 <\/p>\n\n<p>\u60a8\u4e0d\u50c5\u8b93\u60a8\u7684\u5fe0\u5be6\u5ba2\u6236\u66f4\u5bb9\u6613\u5c07\u4ed6\u5011\u7684\u54e1\u5de5\u63a8\u85a6\u7d66\u60a8\u7684\u516c\u53f8\uff0c\u800c\u4e14\u8b93\u4ed6\u5011\u9019\u6a23\u505a\u4e5f\u8b93\u4ed6\u5011\u611f\u5230\u6eff\u610f\u3002<\/p>\n\n<p><strong>3. \u8a8d\u8b58\u5230\u70ba\u4ec0\u9ebc\u5fe0\u8aa0\u5ba2\u6236\u7684\u63a8\u85a6\u5f88\u91cd\u8981<\/strong><\/p>\n\n<p>\u5ba2\u6236\u4fdd\u7559\u5c0d\u5e95\u7dda\u6709\u6df1\u9060\u7684\u5f71\u97ff\u3002\n\u7576\u5ba2\u6236\u4fdd\u7559\u7387\u50c5\u589e\u52a05%\u6642\uff0c\u5229\u6f64\u5c31\u6703\u589e\u52a025%\u523095%\uff0c\u6839\u64da\u8c9d\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\u5275\u516c\u53f8\u9867\u554f <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\u8207\u73fe\u6709\u5ba2\u6236\u5efa\u7acb\u95dc\u4fc2\u53ef\u4ee5\u5efa\u7acb\u4fe1\u4efb\uff0c\u4f7f\u516c\u53f8\u80fd\u5920\u4ee5\u8f03\u4f4e\u7684\u62d2\u7d55\u5e7e\u7387\u63d0\u4f9b\u984d\u5916\u7684\u7522\u54c1\u548c\u670d\u52d9\u3002\n\u5b83\u9084\u589e\u52a0\u4e86\u901a\u904e\u63a8\u85a6\u5438\u5f15\u65b0\u5ba2\u6236\u7684\u6a5f\u6703\u2014\u2014\u9019\u662f\u8fc4\u4eca\u70ba\u6b62\u6700\u4fbf\u5b9c\u7684\u5ba2\u6236\u7372\u53d6\u65b9\u6cd5\u4e4b\u4e00\u3002 <\/p>\n\n<p>\u9ea5\u80af\u932b\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> \u8aaa\uff0c\u63a8\u85a6\u6216\u53e3\u8033\u76f8\u50b3\u4f54\u6240\u6709\u8cfc\u8cb7\u6c7a\u7b56\u7684 20% \u5230 50%\u3002\n\u9ad4\u9a57\u5f0f\u53e3\u8033\u76f8\u50b3\uff0c\u5373\u73fe\u6709\u5ba2\u6236\u5206\u4eab\u4ed6\u5011\u81ea\u5df1\u5c0d\u7522\u54c1\u6216\u670d\u52d9\u7684\u7b2c\u4e00\u624b\u7d93\u9a57\uff0c\u53ef\u80fd\u662f\u6700\u5f37\u5927\u7684\u3002\n\u9019\u4e5f\u662f\u6700\u5e38\u898b\u7684\uff1a50% \u5230 80% \u7684\u53e3\u7891\u884c\u92b7\u662f\u57fa\u65bc\u6d88\u8cbb\u8005\u7684\u500b\u4eba\u9ad4\u9a57\u3002  <\/p>\n\n<p>Bughin \u548c\u5176\u4ed6\u7814\u7a76\u4eba\u54e1\u8868\u793a\uff0c\u7576\u670d\u52d9\u8d85\u51fa\u4ed6\u5011\u7684\u671f\u671b\u6642\uff0c\u5fe0\u8aa0\u7684\u5ba2\u6236\u66f4\u6709\u53ef\u80fd\u9ad8\u5ea6\u8a55\u50f9\u4ed6\u5011\u7684\u4fdd\u96aa\u516c\u53f8\u3002\n\u56e0\u6b64\uff0c\u627f\u8afe\u4e0d\u8db3\u548c\u4ea4\u4ed8\u904e\u591a\u7684\u4fdd\u96aa\u516c\u53f8\u66f4\u6709\u53ef\u80fd\u5f9e\u73fe\u6709\u5ba2\u6236\u7fa4\u4e2d\u7372\u5f97\u8868\u63da\u548c\u63a8\u85a6\u3002 <\/p>\n\n<p>\u4fdd\u96aa\u516c\u53f8\u4ec0\u9ebc\u6642\u5019\u61c9\u8a72\u8981\u6c42\u8f49\u8a3a\uff1f\n\u8d8a\u65e9\u8d8a\u597d\uff0cKaplan \u7684\u5168\u570b\u5ba2\u6236\u7e3d\u76e3 <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> \u8aaa\u3002\n\u7b49\u5230\u5ba2\u6236\u7684\u4ea4\u6613\u5b8c\u6210\u6703\u589e\u52a0\u51fa\u932f\u7684\u6a5f\u6703\uff0c\u5f9e\u800c\u7834\u58de\u5ba2\u6236\u5411\u670b\u53cb\u548c\u5bb6\u4eba\u7a4d\u6975\u8ac7\u8ad6\u4ed6\u5011\u7684\u4fdd\u96aa\u516c\u53f8\u7684\u50be\u5411\u3002  <\/p>\n\n<p>\u201c\u8acb\u8a18\u4f4f\uff0c\u60f3\u8981\u8aac\u660e\u4ed6\u4eba\u6210\u529f\u662f\u4eba\u7684\u5929\u6027\u3002\u5982\u679c\u4f60\u4e0d\u8981\u6c42\u63a8\u85a6\uff0c\u4f60\u53ef\u80fd\u6703\u5f97\u5230\u96f6\uff0c\u5982\u679c\u4f60\u8981\u6c42\u4e26\u5f97\u5230\u96f6\uff0c\u4f60\u4ecd\u7136\u8655\u65bc\u8207\u4f60\u6c92\u6709\u8a62\u554f\u4e00\u6a23\u7684\u4f4d\u7f6e\uff0c\u201c\u5a01\u723e\u905c\u8aaa\u3002<\/p>\n\n<p><strong>4. \u63a1\u7528\u63d0\u9ad8\u5fe0\u8aa0\u5ea6\u7684\u6578\u4f4d\u5de5\u5177<\/strong><\/p>\n\n<p>\u9019\u662f\u5ba2\u6236\u5fe0\u8aa0\u5ea6\u548c\u6280\u8853\u76f8\u4ea4\u7684\u5730\u65b9\uff0c\u53ef\u4ee5\u964d\u4f4e\u7372\u53d6\u65b0\u5ba2\u6236\u7684\u6210\u672c\u3002<\/p>\n\n<p>\u5e7e\u4e4e\u6bcf\u500b\u9762\u5411\u6d88\u8cbb\u8005\u7684\u884c\u696d\u90fd\u5728\u52aa\u529b\u89e3\u6c7a\u5982\u4f55\u6eff\u8db3\u4e0d\u65b7\u8b8a\u5316\u7684\u5ba2\u6236\u671f\u671b\u7684\u554f\u984c\u3002\n\u4efb\u4f55\u901f\u98df\u5e97\u90fd\u5c07\u63d0\u4f9b\u6346\u7d81\u9910\u9ede\u4ee5\u53ca\u9ede\u529f\u80fd\u8868\u9805\uff0c\u4f9b\u9867\u5ba2\u9078\u64c7\u3002\n\u5373\u4f7f\u662f\u53ad\u60e1\u8b8a\u5316\u7684\u822a\u7a7a\u516c\u53f8\u548c\u6709\u7dda\u96fb\u8996\u4f9b\u61c9\u5546\u4e5f\u5b78\u6703\u4e86\u63d0\u4f9b\u53ef\u5b9a\u88fd\u7684\u670d\u52d9\u7d1a\u5225\uff0c\u56e0\u70ba\u9019\u662f\u4ed6\u5011\u7684\u5ba2\u6236\u6240\u8981\u6c42\u7684\u3002  <\/p>\n\n<p>\u9019\u5c31\u662f\u9ea5\u80af\u932b\u5718\u968a\u6240\u8aaa\u7684\uff0c\u7576\u4fdd\u96aa\u5ba2\u6236\u60f3\u8981\u7c21\u55ae\u548c\u5feb\u901f\u4ea4\u4ed8\u6642\uff0c\u4ed6\u5011\u6b63\u5728\u5f37\u8abf\u9019\u4e00\u9ede\u3002\n\u4eca\u5929\u7684\u5ba2\u6236\u5e0c\u671b\u80fd\u5920\u5f9e\u4efb\u4f55\u548c\u6240\u6709\u53ef\u7528\u7684\u7522\u54c1\u7dda\u4e2d\u9032\u884c\u9078\u64c7\uff0c\u7121\u8ad6\u7531\u54ea\u5bb6\u904b\u71df\u5546\u63d0\u4f9b\u3002 <\/p>\n\n<p>\u9019\u5c31\u662f BOLT \u5e73\u81fa\u6240\u4fc3\u9032\u7684\u3002\n\u6211\u5011\u7684\u7528\u6236\u80fd\u5920\u5c07\u81ea\u5df1\u7684\u7522\u54c1\u8207\u5176\u4ed6\u904b\u71df\u5546\u7684\u6346\u7d81\u7522\u54c1\u4e00\u8d77\u63d0\u4f9b\u548c\u92b7\u552e\uff0c\u56e0\u70ba\u6700\u7d42\uff0c\u5ba2\u6236\u53ea\u95dc\u5fc3\u7372\u5f97\u4ed6\u5011\u9700\u8981\u7684\u4fdd\u96aa\u3002\n\u6eff\u8db3\u9019\u4e00\u9700\u6c42\u7684\u6700\u4f73\u65b9\u5f0f\u662f\u6210\u70ba\u5ba2\u6236\u7684\u4e00\u7ad9\u5f0f\u5546\u5e97\u3002  <\/p>\n\n<p>\u63a5\u53d7\u9019\u4e00\u9ede\u7684\u4fdd\u96aa\u516c\u53f8\u5c07\u7372\u5f97\u66f4\u9ad8\u7684\u5ba2\u6236\u5fe0\u8aa0\u5ea6\u3002\n\u96a8\u8457\u65b0\u7684\u6f5b\u5728\u5ba2\u6236\u51fa\u73fe\uff0c\u8aaa\u670d\u4ed6\u5011\u8cfc\u8cb7\u5c07\u9700\u8981\u66f4\u5c11\u7684\u6642\u9593\u3001\u66f4\u5c11\u7684\u91d1\u9322\u548c\u66f4\u5c11\u7684\u52aa\u529b\u3002 <\/p>\n\n<p><em>\u5716\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\u6236\u7372\u53d6\u6210\u672c\u662f\u6574\u500b\u5546\u696d\u4e16\u754c\u4e2d\u4e00\u500b\u5e38\u898b\u7684\u554f\u984c\u3002 Invesp \u7684 Khalid Saleh \u8868\u793a\uff0c\u5e73\u5747\u800c\u8a00\uff0c\u4f01\u696d [&hellip;]<\/p>\n","protected":false},"featured_media":6093,"template":"","insight-category":[],"class_list":["post-21109","insight","type-insight","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/bolttech.io\/zh-hant\/wp-json\/wp\/v2\/insight\/21109","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bolttech.io\/zh-hant\/wp-json\/wp\/v2\/insight"}],"about":[{"href":"https:\/\/bolttech.io\/zh-hant\/wp-json\/wp\/v2\/types\/insight"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bolttech.io\/zh-hant\/wp-json\/wp\/v2\/media\/6093"}],"wp:attachment":[{"href":"https:\/\/bolttech.io\/zh-hant\/wp-json\/wp\/v2\/media?parent=21109"}],"wp:term":[{"taxonomy":"insight-category","embeddable":true,"href":"https:\/\/bolttech.io\/zh-hant\/wp-json\/wp\/v2\/insight-category?post=21109"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}