{"id":72305,"date":"2022-07-08T10:31:54","date_gmt":"2022-07-08T02:31:54","guid":{"rendered":"https:\/\/www.growthhk.cn\/?p=72305"},"modified":"2022-07-08T10:31:56","modified_gmt":"2022-07-08T02:31:56","slug":"%e4%bb%8ekol%e5%88%b0kos%ef%bc%8c%e5%b0%8f%e7%ba%a2%e4%b9%a6%e5%93%81%e7%89%8c%e5%a6%82%e4%bd%95%e9%80%89%e4%bc%98%ef%bc%9f","status":"publish","type":"post","link":"https:\/\/www.growthhk.cn\/mcn\/xiaohongshu\/72305.html","title":{"rendered":"\u4eceKOL\u5230KOS\uff0c\u5c0f\u7ea2\u4e66\u54c1\u724c\u5982\u4f55\u9009\u4f18\uff1f"},"content":{"rendered":"\n<p>\u4eceKOL\u5230<span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/kos\" title=\"KOS\" target=\"_blank\">KOS<\/a><\/span>\uff0c\u518d\u5230\u8463\u5b87\u8f89\u4eec\u5d1b\u8d77\uff0cKOL\u8425\u9500\u5df2\u7ecf\u8fdb\u5165\u4e863.0\u65f6\u4ee3\u3002\u9762\u5bf9\u6570\u4ee5\u767e\u4e07\u8ba1\u7684\u6d3b\u8dc3\u535a\u4e3b\uff0c<span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/%e5%b0%8f%e7%ba%a2%e4%b9%a6\" title=\"\u5c0f\u7ea2\u4e66\" target=\"_blank\">\u5c0f\u7ea2\u4e66<\/a><\/span>\u54c1\u724c\u5546\u5bb6\u5e94\u8be5\u5982\u4f55\u4f18\u4e2d\u9009\u4f18\u5462\uff1f\u672c\u6587\u4eceKOL\u7684\u7c89\u4e1d\u91cf\u7ea7\u3001\u4e13\u4e1a\u7d20\u517b\u4ee5\u53ca\u4e2a\u4eba\u98ce\u683c\u7b49\u591a\u4e2a\u89d2\u5ea6\uff0c\u5206\u6790\u54c1\u724c\u6295\u653e\u4e0d\u540c\u7684KOL\u5982\u4f55\u83b7\u5f97\u66f4\u597d\u7684\u4e92\u52a8ROI\u3002<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>01<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>KOL\u8425\u95001.0<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>\u7c89\u4e1d\u91cf\u7ea7\u3001\u5f71\u54cd\u529b<\/strong><\/p>\n\n\n\n<p>\u968f\u7740\u79fb\u52a8\u4e92\u8054\u7f51\u7684\u84ec\u52c3\u53d1\u5c55\uff0c\u7528\u6237\u83b7\u53d6\u6d88\u8d39\u7684\u6e20\u9053\u4e0d\u518d\u505c\u7559\u5728\u7ebf\u4e0b\uff0c\u4ee5\u53ca\u4f20\u7edf\u7684\u7535\u89c6\u8d2d\u7269\u680f\u76ee\u3002\u793e\u5a92\u5e73\u53f0\u76f8\u7ee7\u5d1b\u8d77\uff0c\u4e3b\u6d41\u5185\u5bb9\u5f62\u5f0f\u5f00\u59cb\u4ece\u56fe\u6587\u5411\u7740\u77ed\u89c6\u9891\u3001\u76f4\u64ad\u6e17\u900f\u3002\u9762\u5bf9\u7ebf\u4e0a\u6e20\u9053\u6d77\u91cf\u7684\u6d88\u8d39\u4fe1\u606f\uff0c\u7528\u6237\u5bf9\u6d88\u8d39\u5185\u5bb9\u7684\u8d28\u91cf\u8981\u6c42\u66f4\u6765\u8d8a\u9ad8\uff0c\u6d88\u8d39\u51b3\u7b56\u4e5f\u66f4\u52a0\u56f0\u96be\uff0cKOL\u5e94\u65f6\u800c\u751f\u3002<\/p>\n\n\n\n<p>\u5173\u952e\u610f\u89c1\u9886\u8896\uff08Key Opinion Leader,\u7b80\u79f0KOL\uff09\u662f\u8425\u9500\u5b66\u4e0a\u7684\u6982\u5ff5\uff0c\u901a\u5e38\u88ab\u5b9a\u4e49\u4e3a\uff1a\u62e5\u6709\u66f4\u591a\u3001\u66f4\u51c6\u786e\u7684\u4ea7\u54c1\u4fe1\u606f\uff0c\u4e14\u4e3a\u76f8\u5173\u7fa4\u4f53\u6240\u63a5\u53d7\u6216\u4fe1\u4efb\uff0c\u5e76\u5bf9\u8be5\u7fa4\u4f53\u7684\u8d2d\u4e70\u884c\u4e3a\u6709\u8f83\u5927\u5f71\u54cd\u529b\u7684\u4eba\u3002<\/p>\n\n\n\n<p>KOL\u8bde\u751f\u4e4b\u521d\u5c31\u88ab\u8d4b\u4e88\u4e86\u5f3a\u6d41\u91cf\u5c5e\u6027\u3002\u63d0\u5230KOL\uff0c\u5c31\u4e0d\u5f97\u4e0d\u63d0\u8fd1\u51e0\u5e74\u5185\u8f83\u4e3a\u706b\u7206\u7684KOC\u3002\u5173\u952e\u610f\u89c1\u6d88\u8d39\u8005\uff08Key Opinion Consumer 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alt=\"\u54c1\u724c\u6295\u653e\u624b\u518c\u4e28\u4eceKOL\u5230KOS\uff0c\u5c0f\u7ea2\u4e66\u54c1\u724c\u5982\u4f55\u9009\u4f18\uff1f\"\/><figcaption>\u56fe\u4e28\u679c\u96c6\u00b7\u5343\u74dc\u6570\u636e-\u70ed\u95e8\u7b14\u8bb0<\/figcaption><\/figure>\n\n\n\n<p>\u679c\u96c6\u00b7\u5343\u74dc\u6570\u636e\u663e\u793a\uff1a2022\u5e74\u4e0a\u534a\u5e74\u4e92\u52a8\u91cfTOP1000\u7684\u62a4\u80a4\u7c7b\u5546\u4e1a\u7b14\u8bb0\u4e2d\uff0c\u8170\u90e8\u8fbe\u4eba\uff08\u7c89\u4e1d\u91cf5w-50w\uff09\u5360\u6bd438.60%\uff0c<span class=\"wpcom_keyword_link\"><a href=\"https:\/\/www.growthhk.cn\/mcn\/xiaohongshu\" target=\"_blank\" title=\"\u5c0f\u7ea2\u4e66\">\u5c0f\u7ea2\u4e66<\/a><\/span>\u5e73\u53f0\u9ad8\u5ea6\u53bb\u4e2d\u5fc3\u5316\u7684\u673a\u5236\u4e0b\uff0c\u8170\u90e8\u8fbe\u4eba\u53d7\u76ca\u660e\u663e\u3002<\/p>\n\n\n\n<p>\u5176\u6b21\uff0c\u521d\u7ea7\u8fbe\u4eba\uff08\u7c89\u4e1d\u91cf5k-5w\uff09\u5360\u6bd422.00%\uff0c\u63a5\u8fd1\u5934\u90e8\u8fbe\u4eba\uff08\u7c89\u4e1d\u91cf50w\u4ee5\u4e0a\uff09\u5360\u6bd4\u3002KOC\u4ef7\u503c\uff08\u6ce8\uff1a\u4e00\u822c\u628a\u7c89\u4e1d\u91cf\u51e0\u767e\u5230\u51e0\u4e07\u7684\u521b\u4f5c\u8005\u5b9a\u4e49\u4e3aKOC\uff09\u88ab\u4f17\u591a\u54c1\u724c\u8ba4\u53ef\u5e76\u4e0d\u662f\u6ca1\u6709\u539f\u56e0\u7684\u3002KOC\u6295\u653e\u6210\u672c\u66f4\u4f4e\uff0c\u4f46\u662f\u51fa\u73b0\u7206\u6587\u7684\u6982\u7387\u5e76\u4e0d\u4f4e\u3002<\/p>\n\n\n\n<p>\u56e0\u6b64\uff0c\u5c0f\u7ea2\u4e66\u535a\u4e3b\u7c89\u4e1d\u91cf\u7ea7\u4e0e\u7b14\u8bb0\u4e92\u52a8\u91cf\u6210\u6b63\u76f8\u5173\uff0c\u4f46\u5e76\u4e0d\u662f\u7ebf\u6027\u76f8\u5173\u3002\u54c1\u724c\u5546\u5bb6\u5728\u6295\u653e\u8fc7\u7a0b\u4e2d\uff0c\u53ef\u4ee5\u91cd\u70b9\u9009\u62e9\u66f4\u5177\u771f\u5b9e\u548c\u5782\u76f4\u7684KOC\uff08\u521d\u7ea7\u8fbe\u4eba\uff09\uff0c\u4ee5\u53ca\u6d41\u91cf\u673a\u5236\u7684\u4e3b\u8981\u53d7\u76ca\u7fa4\u4f53\u8170\u90e8\u8fbe\u4eba\uff0c\u66f4\u5bb9\u6613\u83b7\u5f97\u8f83\u9ad8\u5730\u4e92\u52a8ROI\u3002<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>02<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>KOL\u8425\u95002.0<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>KOS\u3001\u4e13\u4e1a\u7d20\u517b<\/strong><\/p>\n\n\n\n<p>\u56fd\u6c11\u79cd\u8349\u793e\u533a\u5c0f\u7ea2\u4e66\u7684B2K2C<span class=\"wpcom_keyword_link\"><a href=\"https:\/\/www.growthhk.cn\/model\" title=\"\u5546\u4e1a\u6a21\u5f0f\">\u5546\u4e1a\u6a21\u5f0f<\/a><\/span>\uff0c\u5176\u4e2d\u91cd\u8981\u7684\u4e00\u73af\u4fbf\u662fKOL\u3002\u4f46\u662f\u968f\u7740\u6d88\u8d39\u8005\u7684\u6210\u957f\uff0c\u4ee5\u53ca\u5e02\u573a\u540c\u8d28\u5316\u5185\u5bb9\u7684\u5927\u91cf\u586b\u5145\uff0c\u666e\u901a\u7684KOL\u5df2\u7ecf\u5f88\u96be\u6ee1\u8db3\u6240\u6709\u7528\u6237\u7684\u6d88\u8d39\u9700\u6c42\u3002<\/p>\n\n\n\n<p>KOL\u4e2d\u5177\u6709\u4e13\u4e1a\u9500\u552e\u80fd\u529b\uff0c\u4ee5\u53ca\u67d0\u4e00\u884c\u4e1a\u5927\u91cf\u77e5\u8bc6\u50a8\u5907\u7684\u5f3a\u5185\u5bb9\u521b\u4f5c\u8005\u8131\u9896\u800c\u51fa\uff0c\u5373\u5173\u952e\u610f\u89c1\u9500\u552e\uff08Key Opinion 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class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/07\/690225c7e6504d159e72c3c0861e3601.jpg\" alt=\"\u54c1\u724c\u6295\u653e\u624b\u518c\u4e28\u4eceKOL\u5230KOS\uff0c\u5c0f\u7ea2\u4e66\u54c1\u724c\u5982\u4f55\u9009\u4f18\uff1f\"\/><figcaption>\u6570\u636e\u6765\u6e90\u4e28\u679c\u96c6\u00b7\u5343\u74dc\u6570\u636e<\/figcaption><\/figure>\n\n\n\n<p>\u679c\u96c6\u00b7\u5343\u74dc\u6570\u636e\u663e\u793a\uff1a2022\u5e74\u4e0a\u534a\u5e74\u4e92\u52a8\u91cfTOP1000\u7684\u62a4\u80a4\u5206\u7c7b\u5546\u4e1a\u7b14\u8bb0\u4e2d\uff0c\u8eab\u4efd\u6807\u7b7e\u5360\u6bd4\u8d85\u8fc71%\u7684\u5171\u67099\u4e2a\uff08\u5df2\u6392\u9664\u5b98\u65b9\u8ba4\u8bc1\u7684\u535a\u4e3b\uff09\u3002<\/p>\n\n\n\n<p>\u535a\u4e3b\u81ea\u6211\u8ba4\u77e5\uff08\u8eab\u4efd\u6807\u7b7e\uff09\u4e3a\u4e0e\u62a4\u80a4\u7b14\u8bb0\u5f3a\u5173\u8054\u7684\u62a4\u80a4\u535a\u4e3b\u5728TOP1000\u4e2d\u5360\u6bd4\u8f83\u9ad8\uff0835.27%\uff09\uff1b\u4e0e\u62a4\u80a4\u76f8\u5bf9\u5f31\u5173\u8054\u7684\u7f8e\u5986\u3001\u65f6\u5c1a\u535a\u4e3b\u5728\u7b14\u8bb0\u4e92\u52a8\u91cfTOP1000\u7b14\u8bb0\u4e2d\u7684\u5360\u6bd4\u5206\u4e3a22.46%\u300111.23%\uff0c\u7d27\u968f\u5176\u540e\u3002<\/p>\n\n\n\n<p>\u7279\u522b\u662fCPE\uff1c1\u7684\u7b14\u8bb0\u4e2d\uff0c\u62a4\u80a4\u535a\u4e3b\u5360\u6bd4\u9ad8\u8fbe47.09%\u3002\u81ea\u6211\u8ba4\u77e5\uff08\u8eab\u4efd\u6807\u7b7e\uff09\u4e3a\u5782\u76f4\u9886\u57df\u7684\u535a\u4e3b\u4e0d\u4ec5\u7b14\u8bb0\u4e92\u52a8\u91cf\u9ad8\uff0c\u800c\u4e14\u5355\u4f4d\u4e92\u52a8\u6210\u672c\u4e5f\u66f4\u4f4e\u3002\u5f3a\u5173\u8054\u5185\u5bb9\u6295\u653e\u5782\u7c7b\u535a\u4e3b\u4f9d\u7136\u662f\u54c1\u724c\u7684\u66f4\u4f18\u9009\u62e9\u3002\uff08\u6ce8\uff1a\u8fd9\u91cc\u7684\u8ba1\u7b97\u516c\u5f0f\u91c7\u7528CPE=\u7c89\u4e1d\u91cf*10%\/\u4e92\u52a8\u91cf\uff0c\u4e92\u52a8\u91cf=\u70b9\u8d5e\u6570+\u6536\u85cf\u6570+\u8bc4\u8bba\u6570\uff0c\u4ec5\u505a\u9884\u7b97\uff09<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/2022\/07\/d82563b539e342f7b92e57a5ae677421.jpg\" alt=\"\u54c1\u724c\u6295\u653e\u624b\u518c\u4e28\u4eceKOL\u5230KOS\uff0c\u5c0f\u7ea2\u4e66\u54c1\u724c\u5982\u4f55\u9009\u4f18\uff1f\"\/><figcaption>\u6570\u636e\u6765\u6e90\u4e28\u679c\u96c6\u00b7\u5343\u74dc\u6570\u636e<\/figcaption><\/figure>\n\n\n\n<p>\u679c\u96c6\u00b7\u5343\u74dc\u6570\u636e\u663e\u793a\uff1a2022\u5e74\u4e0a\u534a\u5e74\u4e92\u52a8\u91cfTOP1000\u7684\u62a4\u80a4\u5206\u7c7b\u5546\u4e1a\u7b14\u8bb0CPE\uff1c1\u7684\u540c\u7c7b\u535a\u4e3b\u4e2d\uff0c\u9664\u4e86\u62a4\u80a4\u535a\u4e3b\u5916\uff0c\u5a31\u4e50\u535a\u4e3b\u548cvlog\u535a\u4e3b\u521b\u4f5c\u7684\u62a4\u80a4\u5206\u7c7b\u5546\u4e1a\u7b14\u8bb0\u7684CPE\uff1c1\u5360\u6bd4\u4e5f\u8f83\u9ad8\uff0c\u5206\u522b\u4e3a42.86%\u300155.56%\u3002\u54c1\u724c\u9002\u5f53\u6295\u653e\u4e00\u4e9b\u5f31\u5173\u8054\u9886\u57df\u7684\u535a\u4e3b\uff0c\u80fd\u591f\u66f4\u597d\u5730\u89e6\u8fbe\u6f5c\u5728\u6d88\u8d39\u4eba\u7fa4\uff0c\u800c\u4e14\u4e92\u52a8\u6570\u636e\u4e5f\u4e0d\u9519\u3002<\/p>\n\n\n\n<p>\u5bf9\u4e8e\u81ea\u6211\u8ba4\u77e5\u5c1a\u4e0d\u660e\u6717\uff08\u8eab\u4efd\u6807\u7b7e\u7a7a\u767d\uff09\u7684\u535a\u4e3b\uff0c\u867d\u71362022\u5e74\u4e0a\u534a\u5e74\u4e92\u52a8\u91cfTOP1000\u7684\u62a4\u80a4\u5206\u7c7b\u5546\u4e1a\u7b14\u8bb0\u7bc7\u6570\u5360\u6bd4\u4e5f\u67095.80%\uff0c\u4f46\u662f\u540c\u7c7b\u535a\u4e3b\u4e2dCPE\u5c0f\u4e8e1\u5360\u6bd4\u8fdc\u8fdc\u5c0f\u4e8e\u5782\u76f4\u9886\u57df\u4ee5\u53ca\u5f31\u5173\u8054\u9886\u57df\u535a\u4e3b\uff0c\u76f8\u5bf9\u6027\u4ef7\u6bd4\u8f83\u4f4e\u3002<\/p>\n\n\n\n<p>\u6295\u653e\u8eab\u4efd\u6807\u7b7e\u7a7a\u767d\u7684\u535a\u4e3b\u9700\u8981\u76f8\u5bf9\u8c28\u614e\uff0c\u901a\u8fc7\u679c\u96c6\u00b7\u5343\u74dc\u6570\u636e-\u8fbe\u4eba\u8be6\u60c5\u8fdb\u4e00\u6b65\u8bc4\u4f30\u6295\u653e\u4ef7\u503c\uff08\u6ce8\uff1a\u672c\u6587\u7b2c4\u90e8\u5206\u4f1a\u5c55\u5f00\u8bba\u8ff0\uff09\u3002<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>03<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>KOL\u8425\u95003.0<\/strong><\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong>\u4e2a\u4ebaIP\u3001\u72ec\u7279\u98ce\u683c<\/strong><\/p>\n\n\n\n<p>KOC\u3001KOS\u66f4\u591a\u662f\u4ece\u7c89\u4e1d\u91cf\u548c\u4e13\u4e1a\u7d20\u517b\u8fdb\u884c\u533a\u5206\u3002\u9664\u6b64\u4e4b\u5916\uff0cKOL\u7684\u5927\u5bb6\u5ead\u91cc\u9762\u8fd8\u5b55\u80b2\u4e86\u4e00\u6279\u65b0\u751f\u4ee3\u3002\u5979\u4eec\u5177\u6709\u9c9c\u660e\u4e2a\u6027\u3001\u72ec\u7279\u5730\u98ce\u683c\uff0c\u901a\u5e38\u4f1a\u9009\u62e9\u6df1\u8015\u67d0\u4e00\u9886\u57df\uff0c\u5f62\u6210\u67d0\u4e00\u5f62\u8c61\u7684\u5927\u4f17\u8ba4\u77e5\u3002\u6bd4\u5982\u67d0\u884c\u4e1a\u4e13\u5bb6\u3001\u5927\u5bb6\u8eab\u8fb9\u7684\u4f19\u4f34\u7b49\u5f62\u8c61\uff0c\u8fd9\u4e00\u7c7bKOL\u79f0\u4e4b\u4e3a\u5177\u6709\u4e2a\u4ebaIP\u7684KOL\u3002<\/p>\n\n\n\n<p>\u4e2a\u4ebaIP\uff0c\u5b83\u662f\u4e00\u79cd\u4ef7\u503c\u89c2\u3001\u4e00\u4e2a\u5171\u540c\u7279\u5f81\u7684\u96c6\u5408\u3002\u5728\u5b58\u91cf\u5e02\u573a\u91cc\uff0c\u5177\u6709\u4e2a\u4ebaIP\u7684KOL\u5177\u6709\u66f4\u52a0\u5f3a\u70c8\u7684\u4f20\u64ad\u529b\u548c\u5f71\u54cd\u529b\u3002\u4ee3\u8868\u4eba\u7269\u8463\u5b87\u8f89\u7b49\u3002<\/p>\n\n\n\n<p>\u6316\u6398\u5177\u6709\u4e2a\u4ebaIP\u7684KOL\uff0c\u9700\u8981\u54c1\u724c\u5546\u5bb6\u5728\u5546\u4e1a\u4ef7\u503c\u8f83\u9ad8\u7684\u535a\u4e3b\u4e2d\u8fdb\u4e00\u6b65\u6316\u6398\u3002\u901a\u8fc7\u535a\u4e3b\u7b14\u8bb0\u5185\u5bb9\u3001\u8bc4\u8bba\u533a\u4e92\u52a8\u7b49\u53bb\u6316\u6398\u535a\u4e3b\u7684\u5185\u5bb9\u98ce\u683c\u3001\u751a\u81f3\u662f\u521b\u4f5c\u7406\u5ff5\u3002<\/p>\n\n\n\n<p>\u6bd4\u5982\u4e4b\u524d\u5343\u74dc\u91c7\u8bbf\u7684\u77e5\u540dKOL\u5c0f\u98a0\u513fkini\u300a<a 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