內容多元化

Content diversification

每個平臺都有獨特的內容風格，例如，公眾號以圖文為主，微博以140字內的短狀態(tài)加照片為主，抖音以15秒到1分鐘的視頻為主。

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.

企業(yè)在多個平臺上建立賬號，可以使內容形式多元化，吸引不同受眾群體。

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

例如，共青團中央入駐到00后聚集的B站，發(fā)布原創(chuàng)視頻吸引這些年輕用戶關注，用戶可以發(fā)彈幕進行評論。

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(yè)集中在某一平臺運營，如果不幸出現(xiàn)“黑天鵝事件”，例如被封掉，則會前功盡棄。2017年6月，包括“毒舌電影”“關愛八卦成長協(xié)會”在內的大號遭到了永久封禁，在此之前“毒舌電影”就做了相關的App，及時把粉絲引導到新平臺，因而封號的影響程度被降低。

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.

建立矩陣也是納西姆·尼古拉斯·塔勒布在《反脆弱》一書中提到的遇到波動和不確定性的情況下一種可靠的解決辦法。

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(xié)同放大宣傳效果

Collaborative amplification of promotional effects

建立矩陣后，不同平臺的產品及調性可以形成互補。企業(yè)為了獲得更多的流量，更大的曝光量，就需要更多的平臺來宣傳推廣自媒體的平臺、產品。而目前眾多的新媒體平臺的誕生，就為企業(yè)提供了很好的良機。

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(yè)根據不同平臺的要求，申請入駐，由易到難，逐步打造新媒體矩陣網絡，從而獲得更多的流量，更大的曝光量。

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(yè)必走的全網營銷之路

The Road of Full Network Marketing that Enterprises Must Take

全網營銷是全網整合營銷的簡稱，指將產品規(guī)劃、產品開發(fā)、網站建設、網站運營、品牌推廣、產品分銷等一系列電子商務內容集成于一體的新型營銷模式，是集傳統(tǒng)網絡，移動互聯(lián)網，PC互聯(lián)網為一體進行營銷。

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.

全網整合營銷的優(yōu)勢在于：提升品牌形象、規(guī)范銷售市場、促進整體銷量、解決線下銷售瓶頸、完善客服體系、梳理分銷渠道。

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.

雖然每個企業(yè)的投入的資源、資金、人員等各不相同，營銷的力度也不相同，但是對于絕大部分對于品牌意識比較注重的企業(yè)來說，全網營銷是他們必然要追求的目標。

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.