內容多元化

Content diversification

每個平臺都有獨特的內(nei)(nei)容風(feng)格(ge)，例(li)如(ru)，公眾號以圖(tu)文為主(zhu)，微博(bo)以140字內(nei)(nei)的短狀態加照片(pian)為主(zhu)，抖音以15秒到1分(fen)鐘的視頻為主(zhu)。

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(qi)業在(zai)多(duo)個(ge)平臺上建(jian)立賬號，可以使內容形(xing)式多(duo)元化，吸引(yin)不(bu)同受眾群(qun)體。

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

例如，共青團(tuan)中央入駐(zhu)到00后聚集的B站，發布原創視頻(pin)吸(xi)引這些年輕用戶關注，用戶可以發彈幕進(jin)行評(ping)論(lun)。

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.

分散風險

Diversify risk

企業集中(zhong)在(zai)某一平臺運營，如(ru)果不幸出(chu)現“黑天鵝事(shi)件”，例(li)如(ru)被(bei)封掉，則會前功盡棄。2017年6月，包括“毒舌電影”“關愛八卦(gua)成長(chang)協會”在(zai)內的(de)大號(hao)遭(zao)到了永久封禁(jin)，在(zai)此之前“毒舌電影”就做了相關的(de)App，及時把(ba)粉絲(si)引(yin)導到新平臺，因而封號(hao)的(de)影響程度被(bei)降(jiang)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(jian)立矩陣(zhen)也是納西姆·尼古拉(la)斯·塔(ta)勒布(bu)在《反(fan)脆弱》一書中提到的(de)(de)遇到波動和不確(que)定性的(de)(de)情況下一種可(ke)靠的(de)(de)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.

協同放大宣傳效果

Collaborative amplification of promotional effects

建立矩陣后，不同平(ping)臺(tai)(tai)(tai)(tai)的(de)(de)產品(pin)及調性可以形(xing)成互補(bu)。企業為(wei)了(le)獲得更(geng)多(duo)的(de)(de)流(liu)量(liang)，更(geng)大的(de)(de)曝光量(liang)，就(jiu)需(xu)要更(geng)多(duo)的(de)(de)平(ping)臺(tai)(tai)(tai)(tai)來宣傳推廣自媒(mei)體(ti)的(de)(de)平(ping)臺(tai)(tai)(tai)(tai)、產品(pin)。而目前眾多(duo)的(de)(de)新媒(mei)體(ti)平(ping)臺(tai)(tai)(tai)(tai)的(de)(de)誕生，就(jiu)為(wei)企業提供了(le)很好的(de)(de)良機。

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.

企業根據不同平臺(tai)的要求，申請入駐，由(you)易到難，逐步打造新媒體矩陣網絡，從(cong)而獲得(de)更(geng)多的流量(liang)，更(geng)大的曝光量(liang)。

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.

企業必走的全(quan)網營銷之路

The Road of Full Network Marketing that Enterprises Must Take

全網營(ying)銷(xiao)是全網整(zheng)合營(ying)銷(xiao)的(de)簡稱，指將產品(pin)規劃、產品(pin)開(kai)發(fa)、網站建設、網站運營(ying)、品(pin)牌(pai)推廣、產品(pin)分銷(xiao)等一(yi)系列(lie)電子(zi)商(shang)務內(nei)容集(ji)成于一(yi)體的(de)新(xin)型(xing)營(ying)銷(xiao)模式，是集(ji)傳統網絡，移(yi)動互聯網，PC互聯網為一(yi)體進行營(ying)銷(xiao)。

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.

全網整合(he)營(ying)銷的優(you)勢在于：提升(sheng)品牌(pai)形象、規范銷售(shou)市(shi)場(chang)、促進整體銷量、解(jie)決線下銷售(shou)瓶頸(jing)、完(wan)善客服體系(xi)、梳理(li)分銷渠(qu)道(dao)。

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(sui)然(ran)每(mei)個企(qi)業的投入(ru)的資源(yuan)、資金、人員等各不相同，營銷的力度(du)也不相同，但(dan)是(shi)對(dui)于絕大部分對(dui)于品(pin)牌意識比(bi)較(jiao)注重(zhong)的企(qi)業來說，全網營銷是(shi)他們必然(ran)要(yao)追求的目標(biao)。

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.