软文营销电子商职务业经理人软文营销教程.ppt
61页
• 电子商务职业经理人系列教程第6讲 软文营销Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.课程目标认识软文和软文营销1掌握软文的写作方法2了解软文发布的方法和效果评估34Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.课程目录认识软文一软文的写作方法和软文优化二三软文营销的方法和效果评估四Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.引言Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.引言谁造就了这些网络红人？“别针换别墅”网络走 红艾晴晴 加拿大 凯尔·麦克唐纳芙蓉姐姐虚拟人物贾君鹏Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.引言“百万格子”创 意我的家人和朋友们帮忙买下了第一批格子。
赚了1000美元之后， 我写了一篇新闻稿随着媒体报道，一切便疯狂地开始了 顷刻之间，我赚了10万美元……20万英镑……赚的钱越多，引起 的关注就越多：这是一种滚雪球效应 英国学生亚历克斯-图 为 筹集学费——在2005年建立叫百万首页的网站，然后将这个网站的首页平均分成1万格子，他宣称每个格子卖100美元总价值就变成了一个高达百万美元的网页新闻软文Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.一、认识软文1.软文的历史和发展趋势 2.什么是软文 3.软文的本质是什么 4.软文的六要素Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.软文的历史和发展趋势 清 明清明时节雨纷纷，路上行人欲断魂。
借问酒家何处有，牧童遥指杏花村 唐代 杜牧山西 汾酒 “杏花村” 中国古代历史上的“软文 ”Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.软文的历史和发展趋势 • 中国古代历史上的“软文” • 清朝秀才卖豆芽• 长长长长长长长， • 长长长长长长长长（zhǎng）长（cháng）长（zhǎng）长（cháng）长（zhǎng） 长（zhǎng）长（cháng），•长（cháng）长（zhǎng）长（cháng）长（zhǎng）长（ cháng）长（cháng）长（zhǎng）Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.软文的历史和发展趋势 • 90年代中后期到21世纪初问题：真正将软文推向高潮的是什么行业？中国医药保健品行业创造了脑白金神话Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.软文的历史和发展趋势神话能复制吗 ？1999年2001年2009年50万累计 超10亿累计超 100亿脑白金连续9年销量 第一Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.软文的历史和发展趋势• 1999-2000年——第一个软文高潮 。
• 各企业开始重视软文和积极模仿：好记星、金龙鱼、王老吉、海尔、格格兰仕 等都运用软文营销利器 • 2002年进入另一个高潮专业软文写手和团队开始浮出水面 • 2003年开始——进入了平稳期软文的媒体也开始上涨几乎与硬广告持平,使软文被迫开始创新 Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.软文的历史和发展趋势• 未来软文的发展方向——“潜藏式 广告” ——把软文的功夫运用到营销每个 环节 • 类似“大腕”和“天下无贼”式的 软性营销 • 最近上映的《唐山大地震》的软性 营销，争议？ • 生活化软文，让人在关注生活细节 的同时不知不觉中走进软文的温柔 陷井Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.什么是软文找一找Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.什么是软文看我一眼就爱上“她”文字广告软文是一种 隐蔽式（文字、图片）广告Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-2011 Aspose Pty Ltd.Copyright 2004-2011 Aspose Pty Ltd.什么是软文定义：狭义指企业花钱在报纸或杂志等宣传载体上刊登的纯文 字性的广告。
早期定义————付费文字广告广义指企业通过策划在报纸、杂志、DM、网络、短信等宣传载体上刊登的可以提升企业品牌形象和 知名度，或可以促进企业销售的一些宣传性、阐释性 文章，包括特定的新闻报道、深度文章、付费短文广 告、案列分析等有的电视节目会以访谈、坐谈方式 进行宣传，这也归软文Evaluation only.Evaluation only. Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0.Created with Aspose.Slides for .NET 3.5 Client Profile 5.2.0.0. Copyright 2004-201。
