贸易战已“枪林弹雨”,仪器品牌战如何霸气撑起“品效合一”?
p style="text-indent: 2em text-align: left line-height: 1.75em "span style="text-indent: 2em background-color: white color: rgb(63, 63, 63) font-family: " microsoft="" yahei="" font-size:="" letter-spacing:=""一段时期以来,围绕中美贸易战,舆论场喧嚣不止。从某种意义上看,贸易战也是一场舆论战、心理战,检验着中国社会各群体是否具有足够坚强的意志,去顶住走向世界舞台中心过程中必然会受到的压力。br//span/pp style="text-align: center line-height: 1.75em "img src="https://img1.17img.cn/17img/images/201810/uepic/1df0d3d4-cd0c-4323-aab6-accfef8c4fb4.jpg" title="111.png" alt="111.png"//pp style="text-indent: 2em line-height: 1.75em "span style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#3F3F3F letter-spacing:1px background:white"纵观span2006-2018/spanstrong仪器信息网品牌合作伙伴/strong历史,可窥一斑span style="font-size: 15px font-family: " microsoft="" yahei="" color:="" letter-spacing:="" background:=""ispan style="background-color: rgb(247, 150, 70) text-decoration: underline "【/span/iispan style="background-color: rgb(247, 150, 70) text-decoration: underline "a href="https://www.instrument.com.cn/news/20181012/472828.shtml" target="_blank"《点击查看:从品牌合作伙伴看仪器行业风起云涌》/a】/span/i/spanspan——/span每年品牌合作伙伴活动的举办,从侧面也表达出仪器企业对来年整体形势的“预判“。伴随着整体经济、行业政策形势的瞬息万变,被抛下“领头羊span“/span队伍的仪器企业可谓数不胜数,但势必将那些品牌力强的仪器厂商凸显,亦不乏审时度势、借势扶摇直上的精明企业。/span/pp style="text-indent: 2em line-height: 1.75em "span style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#3F3F3F letter-spacing:1px background:white"一言以蔽之,span2019/span年科学仪器行业充满着焦虑的机遇。/span/pp style="text-indent: 2em line-height: 1.75em "strongspan style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#333333 letter-spacing:1px background:white"近年来,对于一家企业营销层面的几乎所有变革,都是基于互联网的变革/span/strongspan style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#333333 letter-spacing:1px background:white"。仪器信息网span2019/span品牌合作伙伴征集活动也伴随着硝烟火爆开启,旨将引导传统制造业的仪器厂商,在营销“旧标准“猝不及防的崩塌时,能够驾乘互联网span”/span新趋势“加速前进!/span/pp style="text-align: center line-height: 1.75em "img src="https://img1.17img.cn/17img/images/201810/uepic/bf2dffc8-dc03-422d-8414-1fd150fcaca2.jpg" title="222.png" alt="222.png"//pp style="text-indent: 2em line-height: 1.75em "span style="background-color: white color: rgb(51, 51, 51) font-family: " microsoft="" yahei="" font-size:="" letter-spacing:="" text-indent:=""各类互联网创意的崛起,意味着传统的/spanspan style="color: rgb(51, 51, 51) font-family: " microsoft="" yahei="" font-size:="" letter-spacing:="" text-indent:=""banner/spanspan style="background-color: white color: rgb(51, 51, 51) font-family: " microsoft="" yahei="" font-size:="" letter-spacing:="" text-indent:=""广告逐渐被边缘化,但是传统广告依然会保持他的剩余价值——即,在一个仪器新品牌、新产品出现,亟需做大量的曝光时。/spanbr//psection class="_135editor" data-tools="135编辑器" data-id="88287" style="border: 0px none "section style="margin-top: 10px margin-bottom: 10px position: static "section style=" padding: 10px background-color: #efefef "section class="135brush"p style="line-height: 1.75em text-indent: 0em "strongspan style="font-size: 15px font-family: " microsoft="" yahei="" color:="" letter-spacing:="" background-image:="" background-position:="" background-size:="" background-repeat:="" background-attachment:="" background-origin:="" background-clip:=""今年在仪器信息网运营统计数据中发现几类典型:/span/strong/pp style="margin-left: 28px line-height: 1.75em text-indent: 0em "span style="color: rgb(0, 32, 96) letter-spacing: 1px "span style="font-variant-numeric: normal font-stretch: normal line-height: normal font-size: 15px "span style="font-family:Wingdings"· /span/spanspan style="font-family: " times="" new="" font-size:="" font-variant-numeric:="" font-stretch:="" line-height:="" /span/spanemspan style="font-size: 15px font-family: " microsoft="" yahei="" color:="" letter-spacing:="" background-image:="" background-position:="" background-size:="" background-repeat:="" background-attachment:="" background-origin:="" background-clip:=""吸引式字类/span/ememspan style="font-size: 15px font-family: " microsoft="" yahei="" color:="" letter-spacing:="" background-image:="" background-position:="" background-size:="" background-repeat:="" background-attachment:="" background-origin:="" background-clip:=""链接内容,反而有更高的点击转化;/span/em/pp style="margin-left: 28px line-height: 1.75em text-indent: 0em "span style="font-size: 15px color: rgb(0, 32, 96) letter-spacing: 1px background-image: initial background-position: initial background-size: initial background-repeat: initial background-attachment: initial background-origin: initial background-clip: initial "span style="font-family:Wingdings"· /span/spanspan style="font-style: italic font-size: 15px font-family: " microsoft="" yahei="" color:="" letter-spacing:="" background-image:="" background-position:="" background-size:="" background-repeat:="" background-attachment:="" background-origin:="" background-clip:=""更具创意性的广告,价值将越来越大。/span/p/section/sectionsection style="margin-top: -4px width: 100% transform: rotate(0deg) -webkit-transform: rotate(0deg) -moz-transform: rotate(0deg) -o-transform: rotate(0deg) " data-width="100%"section style="width: 50px height: 4px background-color: #fcb42b color: #fefefe "/section/section/section/sectionp style="text-indent: 2em line-height: 1.75em "span style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#333333 letter-spacing:1px background:white"面临科学仪器上市公司股价下滑、仪器产品频现涨价波动等等一系列严峻的政、经大环境下,有些营销问题,并不是广告曝光能解决的。一个仪器的品牌影响力才是唯一真正获得产品溢价的因素,而且是可持续的,把公司下各类仪器产品孤岛连成品牌大陆。/span/pp style="text-indent: 2em line-height: 1.75em "span style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#333333 letter-spacing:1px background:white"早在span2015/span年,仪器信息网便将品牌合作伙伴引导向更加内容化、创意化的整合营销式服务去引导。span2019/span年仪器信息网品牌合作伙伴,更侧重持续打造伙伴品牌影响力,并从仪采通买家在线采购平台、span3i/span品牌指数等多类产品的数据、技术做支撑下沉到仪器采购用户内心,进而替换的唯流量、曝光量、留言量的底层原始思考系统。/span/pp style="text-align: center text-indent: 0em line-height: 1.75em "strongspan style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#21AB38 letter-spacing:1px background:white"img src="https://img1.17img.cn/17img/images/201810/uepic/9440f00e-0c0a-48c3-bee7-3b4f842b4c9d.jpg" title="3333.png" alt="3333.png"//span/strongstrong/strong/pp style="text-indent: 2em line-height: 1.75em "strongspan style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#2F2F2F letter-spacing:1px background:white"“守旧是对新时代的背叛,更是对严峻形式的误判。“/span/strongspan style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#3F3F3F letter-spacing:1px background:white"从品牌广告到品牌内容的转变,才是当下的“主流玩法“。面对三端多元化的传播途径,持续的创造符合自身品牌调性的品牌内容才是今日王道。/span/pp style="text-indent: 2em line-height: 1.75em "strongspan style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#3F3F3F letter-spacing:1px background:white"“酒香更怕巷子深”/span/strongspan style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#3F3F3F letter-spacing:1px background:white"不要以为仅仅是仪器中小型企业面临的难题,更是各类仪器大咖们在拓展新业务、铺大业务线时的困扰。加之不少市场工作人员唯spanKPI/span论的步调,要流量,拿单子span——/span反而忽略了传播走不通的根本病灶所在!如何让自己的品牌被用户偏爱,反而更多的向用户传递企业理念、梳理业务线等动作将更为间不容发。让用户铭记于心的,将不仅仅是你的仪器产品。例如span2019/span年服务,品牌故事便应运而生,随之而来。/span/pp style="text-indent: 2em line-height: 1.75em "strongspan style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#3F3F3F letter-spacing:1px background:white"一篇经过可信任媒体背书的内容可以在用户内心自然而然的“落地生根”。/span/strongspan style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#3F3F3F letter-spacing:1px background:white"仪器信息网专注服务科学仪器行业十余载,系业内首家上市媒体,在业内享有良好口碑;连续荣登权威机构艾瑞咨询spanB2B/span类网站排行榜前span20/span名,科学仪器类网站排名第一,月度覆盖用户span570/span万人次。/span/pp style="text-indent: 2em line-height: 1.75em "span style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#3F3F3F letter-spacing:1px background:white"企业携手媒体所创造的内容,给用户带来的是深度印刻,而不若蜉蝣一般,朝时生暮便死。/span/pp style="text-align: center text-indent: 0em line-height: 1.75em "strongspan style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#21AB38 letter-spacing:1px background:white"img src="https://img1.17img.cn/17img/images/201810/uepic/d83d6d5b-d818-4d9b-99ca-288e0e356322.jpg" title="3333.png" alt="3333.png"//span/strongstrong/strong/pp style="text-indent: 2em line-height: 1.75em "span style="font-size:15px font-family:' 微软雅黑' ,sans-serif color:#404040"仪器行业风起云涌,仪器企业各大营销部门也沿着“缝隙“攀爬试探,欠缺利用媒体进行品牌运营全局观,进而又坠入的销售spanleads/span导向的瓶颈。/span/pp style="text-indent: 2em line-height: 1.75em "span style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#3F3F3F letter-spacing:1px background:white"很多仪器厂商仍误认为三端(spanpc/span、spanapp/span、spanwap/span)只不过在为内容、广告的展示植入在提供不同的入口,但事实上仪器信息网strong三端对于仪器用户使用场景下“各司其职“——对于品牌传播的内容化更需要”对症下药“/strong。加之近年来仪器信息网”新媒体仪器用户集群“愈加的庞大化、规模化,以及各大渠道专业的闭环运作,可协助仪器企业从社/spanspan style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#333333 letter-spacing:1px background:white"会化传播思维出发创造品牌内容/spanspan style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#3F3F3F letter-spacing:1px background:white"——即,/spanspan style="font-size:15px font-family:' 微软雅黑' ,sans-serif color:#404040"用户在哪里,品牌合作伙伴就在哪里!/span/pp style="text-indent: 2em line-height: 1.75em "span style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#3F3F3F letter-spacing:1px background:white"仪器信息网span2019/span年品牌合作伙伴服务已经“不同品牌内容,不同圈层传播“的,让仪器品牌的形象变得更加立体。/span/pp style="text-align: center text-indent: 0em line-height: 1.75em "strongspan style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#21AB38 letter-spacing:1px background:white"img src="https://img1.17img.cn/17img/images/201810/uepic/8509fc70-22ce-40e1-9adf-f17a54740111.jpg" title="44444.png" alt="44444.png"//span/strongstrong/strong/pp style="text-indent: 2em line-height: 1.75em "span style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#3F3F3F letter-spacing:1px background:white"市场销售策略似乎更侧重走“上层”路线。数字技术加剧了新社会形态的形成,让原本局限化的品牌营销战略延展至全行业形态问题的思考。仪器信息网品牌合作伙伴更希望征集到更加赋有社会责任感的企业,共同携手持续传达/spanspan style="font-size:15px font-family:' 微软雅黑' ,sans-serif color:#404040"品牌善意,与用户保持持续的沟通元,/spanspan style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#3F3F3F letter-spacing:1px background:white"旨在达到商业与公益的双赢/spanspan style="font-size:15px font-family:' 微软雅黑' ,sans-serif color:#404040"。/span/pp style="text-indent: 2em line-height: 1.75em "span style="font-size:15px font-family:' Microsoft YaHei UI' ,sans-serif color:#3F3F3F letter-spacing:1px background:white"在复杂的经济背景下,也只有认同本网理念,愿与之strongspan“/span携手共进span”/span/strong的企业,才能更高效的/spanspan style="font-size:15px font-family:' 微软雅黑' ,sans-serif color:#333333 letter-spacing:1px background: white"打造品牌效应,为仪器品牌找到自己的“信众”,进而/spanspan style="font-size:15px font-family: ' Microsoft YaHei UI' ,sans-serif color:#3F3F3F letter-spacing:1px background: white"稳于食物链顶端。另外,市场调研也诸数对伙伴们开放,意能够给予厂商提供有力的前瞻性支撑,在面对市场波动风险尽量做到span“/span见招拆招“。/span/pp style="text-align: center text-indent: 0em line-height: 1.75em "img src="https://img1.17img.cn/17img/images/201810/uepic/b8215aa4-43b8-4c54-b767-12f9d3198ecb.jpg" title="55555.png" alt="55555.png"//pp style="text-indent: 2em line-height: 1.75em "span style="font-size: 15px font-family:' 微软雅黑' ,sans-serif color:#404040"从2017年起,每年品牌合作伙伴便只择优30家,自此不再增加,每年的征集活动时限一月有余。自开始后,各路头部厂商从活动前便“箭在弦上”,活动开始更是争先恐后。2018年征集活动不乏厂商在举棋不定之时,被其他厂商夺得先机!br//span/pp style="white-space: normal text-indent: 2em "span style="font-size: 14px color: rgb(31, 73, 125) text-decoration: underline "ispan style="color: rgb(31, 73, 125) text-decoration: underline font-size: 14px font-family: 微软雅黑, sans-serif "认购周期:2018年9月21日-2018年11月8日。/span/i/span/pp style="white-space: normal text-indent: 2em "span style="font-size: 14px color: rgb(31, 73, 125) text-decoration: underline "ispan style="text-decoration: underline color: rgb(31, 73, 125) font-size: 14px font-family: 微软雅黑, sans-serif "优先认购权:截止至2018年10月19日(提交认购意向书)/span/i/span/pp style="text-indent: 2em line-height: 1.75em "span style="font-size: 15px font-family:' 微软雅黑' ,sans-serif color:#404040"距离“老伙伴”优先认购不道一周的时间,大部分席位已呼之欲出!我们将在11月8日揭晓最终2019年品牌合作伙伴名单。/spanbr//pp style="text-align:center"span style="font-size:15px font-family:' 微软雅黑' ,sans-serif color:#404040"img src="https://img1.17img.cn/17img/images/201810/uepic/7aa0b595-1bc4-4730-aadf-267bd4131d4b.jpg" title="66666.png" alt="66666.png" width="350" height="167" style="width: 350px height: 167px "/br//span/pp style="text-indent: 2em "span style="font-size:15px font-family:' 微软雅黑' ,sans-serif color:#404040"br//spanspan style="color: rgb(64, 64, 64) font-family: 微软雅黑, sans-serif font-size: 15px text-indent: 32px " 大环境已严峻可危不可逆,仪器信息网将协 “仪器率军者”披坚执锐,在2019年危情上继续开疆拓土!/span/pp style="text-align:center"a href="https://www.instrument.com.cn/netshow/auction/index/pinpai2019.html" target="_blank"spanspan style="font-family: 微软雅黑, sans-serif color: rgb(102, 102, 102)"img src="https://img1.17img.cn/17img/images/201810/uepic/2e0193ce-1df8-4ca5-8a9d-a1596308a72d.jpg" title="pp.png" alt="pp.png" width="300" height="175" border="0" vspace="0" style="width: 300px height: 175px "//span/span/a/pp style="margin-bottom: 0px line-height: 1.75em text-indent: 0em text-align: center "strongspan style="font-size: 14px color: rgb(192, 80, 77) "点击图片,查看品牌合作伙伴征集活动详细说明/span/strongbr//pp style="margin-bottom: 0px text-indent: 2em line-height: 1.75em text-align: center "span style="font-family:楷体 color:#444444"咨询:span010-51654077*8014/span,span8044br/ /span/spanspan style="font-family:' Calibri' ,sans-serif color:#444444" /span span style="font-family:' Calibri' ,sans-serif color:#444444" /span span style="font-family:' Calibri' ,sans-serif color:#444444" /spanspan style="font-family:楷体 color:#444444" zhaoxin@instrument.com.cnbr/ /spanspan style="font-family:' Calibri' ,sans-serif color:#444444" /span span style="font-family: ' Calibri' ,sans-serif color:#444444" /span span style="font-family:' Calibri' ,sans-serif color:#444444" /spanspan style="font-family:楷体 color:#444444" sunchen@instrument.com.cnbr/a href="http://instrumentnews.mikecrm.com/UUgvVo" target="_blank" style="margin: 0px padding: 0px color: rgb(102, 102, 102) text-decoration-line: none font-family: 微软雅黑 text-align: center white-space: normal "/a/span/p