自媒体营销5种营销模式(自媒体营销5种营销模式有哪些)

内容来源：他家真能上更新时间：2023-06-07 09:52:27

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从无到有打造1688旺铺营销类服务产品.fkFlzM{max-width:100vw!important;margin-top:0!important;}/*!sc*/.fkFlzM.wwads-poweredby{position:absolute!important;bottom:3px!important;}/*!sc*/data-styled.g7[id="sc-eCYdqJ"]{content:"fkFlzM,"}/*!sc*/.fkFlzM{max-width:100vw!important;margin-top:0!important;}/*!sc*/.fkFlzM.wwads-poweredby{position:absolute!important;bottom:3px!important;}/*!sc*/data-styled.g7[id="sc-eCYdqJ"]{content:"fkFlzM,"}/*!sc*/从无到有打造1688旺铺营销类服务产品1.1w4832018.03.29阿里巴巴CBU设计创作148粉丝7.8w关注本文创新性地提出了一个全新的营销内容——“旺铺营销类服务产品”。作者：宋义整体项目背景：1688在18年财年对大促进行了深度整合，从96拿货节开始，致力于利用大促项目融合实现整体联动拉动老买卖关系，并希望卖家可以通过平台更好的管理自己的老买家，无后顾之忧的实现线下老买家线上化消费，更大化的用大促维系老买卖关系。这样的项目背景下，在和业务方、产品和技术的多次会议聚焦，结合大促核心诉求，从卖家入手，通过卖家撬动买家。创新性地提出了一个全新的营销内容——“旺铺营销类服务产品”。这个概产品包含两大块内容：1.旺铺营销频道 2.旺铺自营销产品服务差异化构想：不同于天猫淘宝C类用户，1688B类卖家整体营销手段匮乏，大部分具备一定实力的B类卖家，没有能力或意识去配合大促进行装修店铺。无法借力大促去营销自己获得更多的潜在商机。而旺铺是最接近商家的优质途径，从旺铺入手在进行构想方案的时候，我们的核心是：针对用户需求，从提供基础平台服务，向更人性化的软性创意营销服务转型。Part1:旺铺营销频道旺铺营销全新频道的诞生，目的在于独立打造卖家店铺大促销售场景。更精准的把大促期间的店铺活动内容高效的集合于一起，引爆店铺营销价值点。在活动频道中，不仅将大促氛围强化到极致，更有针对性的增加了适用于大促需求营销模块。1.为了服务创意初衷，通过对全部可调用的模块反复推敲，最后确立了页面组合的四大类组件：营销类组件、内容组件、互动分享类组件和分流组件。这四大类组件针对每次营销活动不同的诉求进行合理组合。2.经过三次大促的积累，页面结构已规范化，让用户在浏览页面的过程中，可以有目的性的引导用户行为。3.抱着去创造一款营销产品并可迭代的视角进行项目推进，在3次全站S级大促和一次行业A++级大促的打磨下，频道内的模块已近80%以上稳定为可复用模块，可满足常规大促多变的需求。Part2:旺铺自营销产品在开始说自营销工具之前，我们先来看看自营销的意义，现在市面上的营销大概分4大类：1.产品没有故事，营销也没有故事2.产品没有故事，营销编了一个故事3.产品有故事，但是营销没有故事4.产品有故事，营销把它的故事描述的更生动丰满。商家最终想达到的结果肯定是最后一个，我们提供的自营销服务，目的就是在大促的场景下，提供商家一种低成本自主能力，把自己的商品通过多方式（图片&H5）多渠道（微信、微博等社交平台）营销，创造更高的品牌价值和交易价值。反过来看对于营销设计来说，这个营销的手段是为了增益传播，以前营销目标和路径很简单——从品牌认知到销售体系的构建，到最后用户购买，营销就完成了一个完整的闭环。但随着移动互联网的繁荣，线上传播媒介市场的旺盛，上述说的营销目标就变的狭隘，而用户购买之后的关系维系，可以说是一个重要的新内容！所以我们营销的任务，不仅仅只是传播，更要连接用户，通过好的内容产品服务，让卖家和1688连接，卖家与买家连接，并让这种连接更加紧密。之前所有的营销场景都是基于大平台，例如1688就是场景本身，但是现在随着整个互联网变的越来越小，越来越个性化，用户逐渐取代了平台变成了场景，旺铺自营销产品是去突破平台场景局限的一种尝试，平台不仅需要知名度，更需要与使用者（买卖家群体）生活场景进行转化，创造更多的有效场景去营销品牌和活动，可以在用户私域的场景中引导线下交易的买家转向线上交易。1.在大促的迭代中，细分营销内容并进行实现，满足更多需求。用户思维主要分三部分：A人性化：用户思维是给予特定用户，直接体现对用户的关怀、有爱、信任、尊重及成就等人性元素。B个性化：满足用户的个性化、差异化需求，不在局限于大众化需求。C多元化：从多个层面，以多种形态来满足用户需求。如何去多角度多场景的满足用人性化、个性化和多元化的自营消需求？我们通过3次大促的功能迭代，实现了营销（广告类）图片自营销功能实现、选品类图片分享自营销功能实现、互动H5分享自营销功能实现。2.在没有充足的技术资源支持的环境下，在大促短平快的工作节奏中，如何实现我们的创意产品构想？为了短时间快速实现构想，我们搜索了B类现有自营销的产品，进行选择性优化合作，PC接通了创易秀部分功能实现pc分享，无线接通了创易秀和零图选品分享功能实现无线分享。而作为工具类产品用户体验在整个流程中所占重要比例。如何优化路径，让买卖家高效的体验优质的分享流程，为此我在产品分享的功能上针对接入的产品进行了交互优化，通过引导让第一次使用的用户无障碍的完成分享。3.旺铺自营销的用户价值是什么？旺铺自营销的用户分两大类：A.对外：平台上的买卖家用户通过多形式的自营销手段，卖家可以低成本高质量的分享营销自己的大促商品，让卖家和买家时时感知大促爆表氛围的同时，多渠道对店铺进行曝光，让卖家更有荣誉感和参与感，平台奖励机制激励卖家更积极的营销自己的旺铺，引流线下买家线上交易，解决大促核心诉求。B.对内：1688网站促销活动调动用户的积极性，创造共同价值，并通过卖家让平台价值最大化。对于大促信息透传，1688品牌的内涵和大促活动的玩法才是我们真正想去传递给用户的东西，我们在做1688营销活动，就是去挖掘、讲述埋在产品里的故事。通过旺铺自营销，让营销和创意直接和销售的店铺产品绑定，和买卖家多场景无缝对接，把大促利益点直截了当的传达给我们的买卖家。4.如何提升使用效率作为一款集合资源的适用于网站促销活动的常规产品，如何提升功能使用效率，让人人都可以把它作为一个好用的营销产品，在营销场景中使用，直接上手输出相关设计内容？针对之后的设计延展，我输出了不同形式分享内容的规范，以方便在以后大促使用中可以高效输出相关内容。自营销创意内容阐述1．营销内容：如何通过创意营销传播去打造品牌和平台形象？我们要从品牌传达切入。品牌的传达信息包含两层内容：A.“基础联想”是帮助用户大脑归类并建立认知的必要信息。B.“附加联想”是在用户基础联想以外，用来丰富内涵、提高好感的联想在1688B类商家很多没有品牌“基础联想”的时候，如何借用其他品牌和平台的“附加联想”？为此我们通过借用1688平台影响力，在强调刻画平台品牌形象的同时，借力卖家，打造实力牛商。2.服务营销活动更全面的传达活动核心价值&利益点对于每次大促，产品运营都会根据大促的目标去调整大促的利益点和活动玩法，在平台小场景和服务越来越多的发展趋势下，如何清晰的透传卖家所享受大促活动的权益，买家如何去获得卖家店铺的相关信息，变得有为的重要，旺铺对大促利益点和店铺活动的传达，可以比做内容概览，让阅读者第一时间直观明细的了解到我们所透传的内容。项目价值对外：1.解决卖家核心痛点，填补1688B类商家大促自营销市场的空白。从服务卖家的视角出发，从0打造旺铺营销产品，通过有温度的设计和产品去解决卖家营销痛点。2.与用户面对面，通过自营销等手段，直接透传大促利益点&活动信息，信息传达更精准更直接。3.多场景营销传播，提升品牌，增加大促活动的曝光量。对内：1.沉淀为创意营销组的一个探索用户的营销平台。 作为一个创意设计师，我们需要更了解我们的用户，旺铺这个平台可以使我们直面用户，更直接的感受到用户的需求，并可以在在这个平台上去实践我们构想出的创意想法。而“1688旺铺营销类服务产品”是一个可以实现我们创意的更直接的路径，在之前的三次大促中，我们分别从维系品牌价值、优化分享营销产品体验、服务大促业务等多角度进行设计上的尝试探索。2.通过内部资源整合获得最大价值。 如何在没有富裕技术资源的情况下实现营销设计师对产品功能的构想？如何让现有产品获得更大的使用价值？在这次旺铺项目中我们找到了解决方式，通过旺铺技术项目组作为终端，打通各个产品渠道，以维护迭代的工作量去打造网站一个全新的产品。尾声营销环境的移动化、碎片化，让我们不得不去重新审视我们的用户其他更为广阔的移动社交圈。为此我们更需要全渠道全触点的营销方式。“旺铺营销”作为一个产品，除了要满足用户的需求，还要考虑商业的可持续、用户需求、技术支撑、可行性、商业可持续性缺一不可。从一个小板块，开始一点点的引导，再从这个小产品引导用户进入到某种状态，培养某种使用习惯。当和用户的黏性培养起来之后，就会行为用户习惯、生活方式的改变。随着项目的不断推荐，之后旺铺营销会像更个性化，更具创造性的方向不断探索，让创意营销和用户真正的需求紧密结合，让我们的设计更具价值。UED创意设计组项目组成员：宋义&蔡薛感谢《创易秀》《零图》产品技术支持作者：宋义原文链接：http://www.aliued.cn/2018/03/29/%E4%BB%8E%E6%97%A0%E5%88%B0%E6%9C%89%E6%89%93%E9%80%A01688%E6%97%BA%E9%93%BA%E8%90%A5%E9%94%80%E7%B1%BB%E6%9C%8D%E5%8A%A1%E4%BA%A7%E5%93%81.html文章信息已被收录至收藏夹理论文章干货电商详情移动端网页交互规范文章UI深度用研app评论0打开App参与互动还没有评论{"props":{"isLogin":false,"pageProps":{"encodeId":"ZNjQxMjk2","decodeId":160324,"objectType":8,"workData":{"id":"ZNjQxMjk2","title":"从无到有打造1688旺铺营销类服务产品","pageUrl":"https://www.zcool.com.cn/article/ZNjQxMjk2.html","summary":"本文创新性地提出了一个全新的营销内容——“旺铺营销类服务产品”。作者：宋义","memo":"\u003cp\u003e\u003cspanstyle=\"font-size:20px;\"\u003e\u003cstrong\u003e整体项目背景：\u003c/strong\u003e\u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003e1688在18年财年对大促进行了深度整合，从96拿货节开始，致力于利用大促项目融合实现整体联动拉动老买卖关系，并希望卖家可以通过平台更好的管理自己的老买家，无后顾之忧的实现线下老买家线上化消费，更大化的用大促维系老买卖关系。这样的项目背景下，在和业务方、产品和技术的多次会议聚焦，结合大促核心诉求，从卖家入手，通过卖家撬动买家。创新性地提出了一个全新的营销内容——“旺铺营销类服务产品”。\u003c/p\u003e\n\u003cp\u003e这个概产品包含两大块内容：\u003cstrong\u003e1.旺铺营销频道\u0026nbsp;2.旺铺自营销产品\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003e\u003cspanstyle=\"font-size:20px;\"\u003e\u003cstrong\u003e服务差异化构想：\u003c/strong\u003e\u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003e不同于天猫淘宝C类用户，1688B类卖家整体营销手段匮乏，大部分具备一定实力的B类卖家，没有能力或意识去配合大促进行装修店铺。无法借力大促去营销自己获得更多的潜在商机。而旺铺是最接近商家的优质途径，从旺铺入手在进行构想方案的时候，我们的核心是：针对用户需求，从提供基础平台服务，向更人性化的软性创意营销服务转型。\u003c/p\u003e\n\u003cp\u003e\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cspanstyle=\"font-size:20px;\"\u003ePart1:旺铺营销频道\u003c/span\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003e旺铺营销全新频道的诞生，目的在于独立打造卖家店铺大促销售场景。更精准的把大促期间的店铺活动内容高效的集合于一起，引爆店铺营销价值点。在活动频道中，不仅将大促氛围强化到极致，更有针对性的增加了适用于大促需求营销模块。\u003c/p\u003e\n\u003cpstyle=\"text-align:center\"\u003e\u003cimgsrc=\"https://img.zcool.cn/community/0232d35abc67d3000001196508d0e9.jpg\"title=\"\"alt=\"\"\u003e\u003c/p\u003e\n\u003cp\u003e1.为了服务创意初衷，通过对全部可调用的模块反复推敲，最后确立了页面组合的四大类组件：营销类组件、内容组件、互动分享类组件和分流组件。这四大类组件针对每次营销活动不同的诉求进行合理组合。2.经过三次大促的积累，页面结构已规范化，让用户在浏览页面的过程中，可以有目的性的引导用户行为。\u003c/p\u003e\n\u003cpstyle=\"text-align:center\"\u003e\u003cimgsrc=\"https://img.zcool.cn/community/02df475abc67e200000119656943ab.jpg\"title=\"\"alt=\"\"\u003e\u003c/p\u003e\n\u003cp\u003e3.抱着去创造一款营销产品并可迭代的视角进行项目推进，在3次全站S级大促和一次行业A++级大促的打磨下，频道内的模块已近80%以上稳定为可复用模块，可满足常规大促多变的需求。\u003c/p\u003e\n\u003cpstyle=\"text-align:center\"\u003e\u003cimgsrc=\"https://img.zcool.cn/community/0239b05abc67ed0000011965dc424d.jpg\"title=\"\"alt=\"\"\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cspanstyle=\"font-size:20px;\"\u003ePart2:旺铺自营销产品\u003c/span\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003e在开始说自营销工具之前，我们先来看看自营销的意义，现在市面上的营销大概分4大类：1.产品没有故事，营销也没有故事2.产品没有故事，营销编了一个故事3.产品有故事，但是营销没有故事4.产品有故事，营销把它的故事描述的更生动丰满。商家最终想达到的结果肯定是最后一个，我们提供的自营销服务，目的就是在大促的场景下，提供商家一种低成本自主能力，把自己的商品通过多方式（图片\u0026amp;H5）多渠道（微信、微博等社交平台）营销，创造更高的品牌价值和交易价值。\u003c/p\u003e\n\u003cpstyle=\"text-align:center\"\u003e\u003cimgsrc=\"https://img.zcool.cn/community/0264395abc67f600000119651db469.jpg\"title=\"\"alt=\"\"\u003e\u003c/p\u003e\n\u003cp\u003e反过来看对于营销设计来说，这个营销的手段是为了增益传播，以前营销目标和路径很简单——从品牌认知到销售体系的构建，到最后用户购买，营销就完成了一个完整的闭环。但随着移动互联网的繁荣，线上传播媒介市场的旺盛，上述说的营销目标就变的狭隘，而用户购买之后的关系维系，可以说是一个重要的新内容！所以我们营销的任务，不仅仅只是传播，更要连接用户，通过好的内容产品服务，让卖家和1688连接，卖家与买家连接，并让这种连接更加紧密。\u003cbr\u003e\u003c/p\u003e\n\u003cpstyle=\"text-align:center\"\u003e\u003cimgsrc=\"https://img.zcool.cn/community/02d14c5abc680100000119652a885b.jpg\"title=\"\"alt=\"\"\u003e\u003c/p\u003e\n\u003cp\u003e之前所有的营销场景都是基于大平台，例如1688就是场景本身，但是现在随着整个互联网变的越来越小，越来越个性化，用户逐渐取代了平台变成了场景，旺铺自营销产品是去突破平台场景局限的一种尝试，平台不仅需要知名度，更需要与使用者（买卖家群体）生活场景进行转化，创造更多的有效场景去营销品牌和活动，可以在用户私域的场景中引导线下交易的买家转向线上交易。\u003c/p\u003e\n\u003cp\u003e\u003cbr\u003e\u003c/p\u003e\n\u003cpstyle=\"text-align:center\"\u003e\u003cimgsrc=\"https://img.zcool.cn/community/02b9f25abc680b0000011965e090a4.jpg\"title=\"\"alt=\"\"\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e1.在大促的迭代中，细分营销内容并进行实现，满足更多需求。\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e用户思维主要分三部分：\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eA\u003c/strong\u003e人性化：用户思维是给予特定用户，直接体现对用户的关怀、有爱、信任、尊重及成就等人性元素。\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eB\u003c/strong\u003e个性化：满足用户的个性化、差异化需求，不在局限于大众化需求。\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eC\u003c/strong\u003e多元化：从多个层面，以多种形态来满足用户需求。如何去多角度多场景的满足用人性化、个性化和多元化的自营消需求？我们通过3次大促的功能迭代，实现了营销（广告类）图片自营销功能实现、选品类图片分享自营销功能实现、互动H5分享自营销功能实现。\u003c/p\u003e\n\u003cp\u003e\u003cbr\u003e\u003c/p\u003e\n\u003cpstyle=\"text-align:center\"\u003e\u003cimgsrc=\"https://img.zcool.cn/community/0296295abc68150000011965522135.jpg\"title=\"\"alt=\"\"\u003e\u003c/p\u003e\n\u003cpstyle=\"text-align:center\"\u003e\u003cimgsrc=\"https://img.zcool.cn/community/02a1625abc681e0000011965b27d4a.jpg\"title=\"\"alt=\"\"\u003e\u003c/p\u003e\n\u003cpstyle=\"text-align:center\"\u003e\u003cimgsrc=\"https://img.zcool.cn/community/0272cd5abc682a0000011965757abd.jpg\"title=\"\"alt=\"\"\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cbr\u003e\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e2.在没有充足的技术资源支持的环境下，在大促短平快的工作节奏中，如何实现我们的创意产品构想？\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e为了短时间快速实现构想，我们搜索了B类现有自营销的产品，进行选择性优化合作，PC接通了创易秀部分功能实现pc分享，无线接通了创易秀和零图选品分享功能实现无线分享。而作为工具类产品用户体验在整个流程中所占重要比例。如何优化路径，让买卖家高效的体验优质的分享流程，为此我在产品分享的功能上针对接入的产品进行了交互优化，通过引导让第一次使用的用户无障碍的完成分享。\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003e\u003cbr\u003e\u003c/p\u003e\n\u003cpstyle=\"text-align:center\"\u003e\u003cimgsrc=\"https://img.zcool.cn/community/02101d5abc683e0000011965e6cdff.jpg\"title=\"\"alt=\"\"\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e3.旺铺自营销的用户价值是什么？\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e旺铺自营销的用户分两大类：\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eA.\u003c/strong\u003e对外：平台上的买卖家用户通过多形式的自营销手段，卖家可以低成本高质量的分享营销自己的大促商品，让卖家和买家时时感知大促爆表氛围的同时，多渠道对店铺进行曝光，让卖家更有荣誉感和参与感，平台奖励机制激励卖家更积极的营销自己的旺铺，引流线下买家线上交易，解决大促核心诉求。\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eB.\u003c/strong\u003e对内：\u003cstrong\u003e1688\u003c/strong\u003e网站促销活动调动用户的积极性，创造共同价值，并通过卖家让平台价值最大化。对于大促信息透传，1688品牌的内涵和大促活动的玩法才是我们真正想去传递给用户的东西，我们在做1688营销活动，就是去挖掘、讲述埋在产品里的故事。通过旺铺自营销，让营销和创意直接和销售的店铺产品绑定，和买卖家多场景无缝对接，把大促利益点直截了当的传达给我们的买卖家。\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003e\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e4.如何提升使用效率\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e作为一款集合资源的适用于网站促销活动的常规产品，如何提升功能使用效率，让人人都可以把它作为一个好用的营销产品，在营销场景中使用，直接上手输出相关设计内容？针对之后的设计延展，我输出了不同形式分享内容的规范，以方便在以后大促使用中可以高效输出相关内容。\u003c/p\u003e\n\u003cp\u003e\u003cbr\u003e\u003c/p\u003e\n\u003cpstyle=\"text-align:center\"\u003e\u003cimgsrc=\"https://img.zcool.cn/community/0272da5abc68480000011965cbca13.jpg\"title=\"\"alt=\"\"\u003e\u003c/p\u003e\n\u003cp\u003e\u003cspanstyle=\"font-size:20px;\"\u003e\u003cstrong\u003e自营销创意内容阐述\u003c/strong\u003e\u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e1\u003c/strong\u003e．营销内容：如何通过创意营销传播去打造品牌和平台形象？我们要从品牌传达切入。\u003c/p\u003e\n\u003cp\u003e品牌的传达信息包含两层内容：\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003eA.\u003cstrong\u003e“基础联想”\u003c/strong\u003e是帮助用户大脑归类并建立认知的必要信息。\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003eB.\u003cstrong\u003e“附加联想”\u003c/strong\u003e是在用户基础联想以外，用来丰富内涵、提高好感的联想在1688B类商家很多没有品牌“基础联想”的时候，如何借用其他品牌和平台的“附加联想”？为此我们通过借用1688平台影响力，在强调刻画平台品牌形象的同时，借力卖家，打造实力牛商。\u003c/p\u003e\n\u003cpstyle=\"text-align:center\"\u003e\u003cimgsrc=\"https://img.zcool.cn/community/028b925abc685b0000011965371240.jpg\"title=\"\"alt=\"\"\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e2.\u003c/strong\u003e服务营销活动更全面的传达活动核心价值\u003cstrong\u003e\u0026amp;\u003c/strong\u003e利益点\u003c/p\u003e\n\u003cp\u003e对于每次大促，产品运营都会根据大促的目标去调整大促的利益点和活动玩法，在平台小场景和服务越来越多的发展趋势下，如何清晰的透传卖家所享受大促活动的权益，买家如何去获得卖家店铺的相关信息，变得有为的重要，旺铺对大促利益点和店铺活动的传达，可以比做内容概览，让阅读者第一时间直观明细的了解到我们所透传的内容。\u003cbr\u003e\u003c/p\u003e\n\u003cpstyle=\"text-align:center\"\u003e\u003cimgsrc=\"https://img.zcool.cn/community/02335c5abc68730000011965a9575b.jpg\"title=\"\"alt=\"\"\u003e\u003c/p\u003e\n\u003cp\u003e\u003cspanstyle=\"font-size:20px;\"\u003e\u003cstrong\u003e项目价值\u003c/strong\u003e\u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003e对外：\u003c/p\u003e\n\u003cp\u003e1.解决卖家核心痛点，填补1688B类商家大促自营销市场的空白。从服务卖家的视角出发，从0打造旺铺营销产品，通过有温度的设计和产品去解决卖家营销痛点。\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003e2.与用户面对面，通过自营销等手段，直接透传大促利益点\u0026amp;活动信息，信息传达更精准更直接。\u003c/p\u003e\n\u003cp\u003e3.多场景营销传播，提升品牌，增加大促活动的曝光量。\u003c/p\u003e\n\u003cp\u003e\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003e对内：\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e1.沉淀为创意营销组的一个探索用户的营销平台。\u003c/strong\u003e\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e作为一个创意设计师，我们需要更了解我们的用户，旺铺这个平台可以使我们直面用户，更直接的感受到用户的需求，并可以在在这个平台上去实践我们构想出的创意想法。而“1688旺铺营销类服务产品”是一个可以实现我们创意的更直接的路径，在之前的三次大促中，我们分别从维系品牌价值、优化分享营销产品体验、服务大促业务等多角度进行设计上的尝试探索。\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e2.通过内部资源整合获得最大价值。\u0026nbsp;\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e如何在没有富裕技术资源的情况下实现营销设计师对产品功能的构想？如何让现有产品获得更大的使用价值？在这次旺铺项目中我们找到了解决方式，通过旺铺技术项目组作为终端，打通各个产品渠道，以维护迭代的工作量去打造网站一个全新的产品。\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003e\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003e\u003cspanstyle=\"font-size:20px;\"\u003e\u003cstrong\u003e尾声\u003c/strong\u003e\u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003e营销环境的移动化、碎片化，让我们不得不去重新审视我们的用户其他更为广阔的移动社交圈。为此我们更需要全渠道全触点的营销方式。“旺铺营销”作为一个产品，除了要满足用户的需求，还要考虑商业的可持续、用户需求、技术支撑、可行性、商业可持续性缺一不可。从一个小板块，开始一点点的引导，再从这个小产品引导用户进入到某种状态，培养某种使用习惯。当和用户的黏性培养起来之后，就会行为用户习惯、生活方式的改变。随着项目的不断推荐，之后旺铺营销会像更个性化，更具创造性的方向不断探索，让创意营销和用户真正的需求紧密结合，让我们的设计更具价值。\u003c/p\u003e\n\u003cp\u003e\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003eUED创意设计组项目组成员：宋义\u0026amp;蔡薛\u003c/p\u003e\n\u003cp\u003e感谢《创易秀》《零图》产品技术支持\u003c/p\u003e\n\u003cp\u003e\u003cbr\u003e\u003c/p\u003e\n\u003cp\u003e作者：宋义\u003c/p\u003e","sourceUrl":"http://www.aliued.cn/2018/03/29/%E4%BB%8E%E6%97%A0%E5%88%B0%E6%9C%89%E6%89%93%E9%80%A01688%E6%97%BA%E9%93%BA%E8%90%A5%E9%94%80%E7%B1%BB%E6%9C%8D%E5%8A%A1%E4%BA%A7%E5%93%81.html","copyright":1,"copyrightStr":"文章版权由阿里巴巴CBU设计解释,禁止转载-禁止商业用途-禁止个人用途","createTime":1522295459000,"updateTime":1522302121000,"publishTime":1522296352000,"publishTimeStr":"5年前","timeTitleStr":"","statusId":1,"articleTags":[],"type":1,"typeStr":"原创","cate":712,"cateName":"资讯","articleCates":[8,17,607],"articleCatesName":["平面","UI","网页"],"articleSubcates":[809,822,823],"articleSubcatesName":["文章","文章","文章"],"creator":13075128,"creatorObj":{"id":13075128,"status":1,"avatar":"https://img.zcool.cn/community/01a16a617b5a2d11013f22cf2d8f1c.jpg?x-oss-process=image/resize,m_fill,w_160,h_160,limit_0/auto-orient,1/sharpen,100/quality,q_100","avatar1x":"https://img.zcool.cn/community/01a16a617b5a2d11013f22cf2d8f1c.jpg?x-oss-process=image/resize,m_fill,w_80,h_80,limit_0/auto-orient,1/sharpen,100/quality,q_100","avatar2x":"https://img.zcool.cn/community/01a16a617b5a2d11013f22cf2d8f1c.jpg?x-oss-process=image/resize,m_fill,w_160,h_160,limit_0/auto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