Technical IP and brand effect promotion system based on Baud diamond model

Abstract

The invention relates to the technical field of popularization systems, in particular to a technical IP and brand effect popularization system based on a Baud diamond model, which comprises a social distribution section front end; the contents of the algorithm distribution section front end, the social distribution section rear end, the algorithm distribution section rear end, the social distribution section rear end and the algorithm distribution section rear end are transmitted to the user side through a network; on the basis of digitization, a social distribution section front end and an algorithm distribution section front end are designed, and enterprise marketing brand creative content production, brand user marketing strategy design, brand construction and other key elements are filled, so that collected and analyzed user information is accurately pushed; therefore, marketing schemes for different user groups are customized in a one-to-one manner.

Description

Technical Field

[0001] The present invention relates to the technical field of promotion systems, and in particular to a technology IP and brand effect promotion system based on Porter's diamond model. Background Art

[0002] With the widespread popularity of mobile Internet and the in-depth development of smartphone functions, the content distribution of information has broken what Tuchman called "news conventions". Traditional manual editing and editing has declined, while social distribution and algorithm distribution have flourished. Based on the increasing speed and accuracy of users' access to new information, the three distribution models are developing in parallel. Among them, the intelligent distribution model with algorithms as the core is the most widely used. With the in-depth development of artificial intelligence, this intelligent distribution model has become a new choice for the transformation of mainstream mobile media.

[0003] At the same time, algorithms and digital intelligent distribution models should also be applied to the field of digital marketing. Digital distribution models have the advantages of timely, efficient and high-quality content acquisition, which is conducive to the sedimentation of relationship chains. The content will reflect the level and attitude of the producer and remind users to manage and update the relationship chain in a timely manner.

[0004] In addition, on the Internet, the core asset of a brand is its content assets, and the core competitiveness of an enterprise is its content power, which is based on the competition for user eyeballs. Content is the most cost-effective traffic, carrying a collection of functions such as acquiring new customers, retaining old customers, and building and improving brands. In the era of digital marketing, brands need to output serialization, form the ability to produce and distribute content, communicate with consumers through content, and build consumer loyalty and sharing power for the brand.

[0005] Nowadays, content assets have become a very important core asset, and content power has become a very important core competitiveness. As traffic costs become more and more expensive, content has become a means for companies to obtain traffic, and it is a very important means of obtaining passive traffic. Therefore, it is very important for a company to master the ability to produce and distribute content and attract consumers. Summary of the invention

[0006] In order to solve the above technical problems, the present invention provides a technology IP and brand effect promotion system based on Porter's diamond model, which is based on digitization and designs a social distribution section front end and an algorithm distribution section front end, fills in corporate marketing brand creative content production, brand user marketing strategy design, and other key elements of brand building, and accurately pushes the collected and analyzed user information, thereby customizing one-to-one marketing plans for different user groups.

[0007] The technology IP and brand effect promotion system based on Porter's diamond model of the present invention includes: Social distribution section front end: user information collection, user portrait, customer brand, product analysis; Front-end of the algorithm distribution section: brand creative content production, brand user marketing strategy design, and other key elements of brand building; Backend of social distribution section: including brand posters, smart business cards, smart brochures, smart case libraries, and smart folders; Backend of the algorithm distribution section: mini program system, short video sales promotion, sales live broadcast, and corporate document library; The content of the social distribution section backend and the algorithm distribution section backend is delivered to the user end through the network.

[0008] Preferably, the user information collection includes: customer user information, customer information in various online scenarios (APP, live broadcast, Weibo, WeChat, Douyin, forum, etc.), and industry third-party user information; among them, the user portrait is supported by the collected customer information and guided by business needs. It clarifies the specific needs and problems encountered by the current business side for user portraits, and sorts out the user portrait label system based on the MECE principle.

[0009] Preferably, the customer brand specifically includes: clear brand positioning, brand core value extraction, and information related to major competitor brand research; customer brand and product analysis includes: clarifying product line planning, product life cycle, product core selling point extraction, and information related to major competitor product research with the customer.

[0010] Preferably, the brand creative content production includes: BGC content: delivering brand value, finding new brand carriers, and creating relevant content based on the original advantages of the brand or supporter; PGC content: covers more target audience users, such as user reviews, unboxing videos, product recommendations, and popular science implantation methods; UGC content: operate relevant interactive topics, guide users to produce more content, guide users to share on social media, and create brand words The topic attracts users to participate on various public domain platforms.

[0011] Preferably, the brand user marketing strategy design includes: based on the customer's user tags, brand, product and other analytical data, combined with the brand or supporting party's products, capabilities, content, advantages, the brand can continue to penetrate users through celebrity and KOL endorsements.

[0012] Preferably, the mini-program system in the backend of the algorithm distribution section is developed based on the WeChat mini-program ecosystem, and the short video marketing in the backend of the algorithm distribution section is based on the short video APP for video recommendation marketing content.

[0013] Preferably, the sales meeting live broadcast in the backend of the algorithm distribution section includes: the company's own live broadcast platform, all-staff task promotion, live broadcast invitations, and live broadcast audience traffic sedimentation into the company's private traffic pool; and the company's library includes: the company's own APP, which creates original articles or reprints articles by pushing daily business news, current affairs, hot articles, and opinions to build corporate personality.

[0014] Preferably, the brand posters, smart business cards, and smart brochures in the backend of the social distribution section are all implemented through the company's own marketing and promotion APP, such as by designing corporate sales content to fully convey personal, company, and product information, and showcase the professional image of oneself and the company.

[0015] Preferably, the smart case library and smart folders in the backend of the social distribution section are also published in the company's own APP, supporting employees / customers to upload marketing / after-sales content, organize and classify them in a unified manner, deliver excellent case results to customers (potential customers), analyze customer intentions, and propose solutions based on customer needs.

[0016] Compared with the prior art, the beneficial effects of the present invention are: by designing the front-end of the social distribution section and the front-end of the algorithm distribution section, by filling in the production of corporate marketing brand creative content, brand user marketing strategy design, and other key elements of brand building, the collected and analyzed user information is accurately pushed, thereby customizing one-to-one marketing plans for different user groups; in addition, the back-end of the social distribution section and the back-end of the algorithm distribution section are designed, and with the help of the mini-program system, short video sales, and sales live broadcast channels, algorithmic distribution of marketing content is performed based on user information, and in terms of social distribution, marketing content is returned through enterprise software or mainstream media software; a modern marketing system is realized in an integrated and systematic way. BRIEF DESCRIPTION OF THE DRAWINGS

[0017] Figure 1 It is a schematic diagram of the framework of the technology IP and brand effect promotion system based on Porter's diamond model of the present invention. DETAILED DESCRIPTION

[0018] In order to facilitate understanding of the present invention, the present invention will be described more fully below with reference to the relevant drawings. The present invention can be implemented in many different forms and is not limited to the embodiments described herein. On the contrary, the purpose of providing these embodiments is to make the disclosure of the present invention more thorough and comprehensive. Embodiment 1

[0019] like Figure 1 As shown, the technology IP and brand effect promotion system based on Porter's diamond model: Social distribution section front end: user information collection, user portrait, customer brand, product analysis; algorithm distribution section Front-end: brand creative content production, brand user marketing strategy design, and other key elements of brand building.

[0020] The backend of the social distribution section: includes brand posters, smart business cards, smart brochures, smart case libraries, and smart folders; the backend of the algorithm distribution section: mini-program system, short video sales, sales live broadcasts, and corporate document libraries; the content of the backend of the social distribution section and the backend of the algorithm distribution section are delivered to the user end through the network. Embodiment 2

[0021] Based on Example 1; Technology IP and brand effect promotion system based on Porter's diamond model: Collect user information, provide on-site benefits (small gifts, answers to consulting questions, etc.) in various online scenarios of customers (official website, APP, live broadcast, Weibo, WeChat, Douyin, forums, etc.), let potential users fill out forms, and obtain user information; obtain online and offline potential user information during large-scale customer marketing activities (product launches, large-scale conferences).

[0022] Guided by customer business needs, clarify the specific needs and problems encountered by the current business side for user portraits, and sort out the user portrait label system, such as demographic attributes, interest characteristics, location characteristics, channel data, behavioral data, social data: user social-related data, consumption characteristics, and marketing opportunity characteristics.

[0023] Build user portraits based on all kinds of collected customer stock information, and continuously optimize and iterate user portraits according to changes in business needs and incremental user information. Clarify relevant information such as product line planning, product life cycle, product core selling point refinement, and major competitor product research with customers.

[0024] Produce brand creative content, such as: convey brand value, find new brand carriers, create relevant content based on the original advantages of the brand or supporter. Multi-field KOL matrix speaks together to cover more target audience users.

[0025] Layered user circle operation: Design personalized user full-process brand marketing plans for B-side customers to improve user experience and conversion at all levels. Based on user information, form user stratification and adopt refined operation strategies for different groups. Establish potential customer models, silent user activation models, user retention attribution models, to-be-paid conversion user models, and lost customer group models to ensure that every pre- and post-operation decision for attracting new users, activating, retaining, paying, spreading, and recalling users has a basis to rely on, and makes decisions based on data science.

[0026] Carry out refined seeding and penetration for users in different circles; Potential customer user groups: Build trust with customers, tell them who you are, what you can provide, and why they are trustworthy; give away member trial packages, let them experience good products, guide them to add WeChat, and divert traffic from the public domain to the private domain; Silent member group: understand customers and recommend suitable products according to their needs; issue coupons to members to guide them to become members; Active user group: provide service experience beyond expectations, invite them to experience products (such as car test drives), give certain incentives, encourage conversion, and guide paid conversion; Paying user group: Provide high-quality services, improve customer satisfaction, issue advanced service experience coupons, guide customers to purchase more advanced services, provide regular care, provide more interaction opportunities, and give loyal customers unique benefits; Potential lost user group: send small gifts and product experience questionnaires to obtain feedback on negative product experiences and further optimize the product.

[0027] Different circles of user groups focus on indicators. Based on the refined stratification of the entire link population, we cut into the preferences of target-level consumers from different touchpoints and diverse content forms, and build relationships in a targeted manner. With a flexible combination of marketing tools, we optimize cost investment and achieve goals efficiently. Paid conversion: conversion rate, repurchase rate, customer acquisition cost, and average order value. Embodiment 3

[0028] Based on Example 1; Technology IP and brand effect promotion system based on Porter's diamond model: Starting from the customer's entire life cycle, define the key steps at each stage of the life cycle, and use the key steps to interweave with various channels to form an analysis matrix; or it can be an intra-channel diagnosis, which can be carried out from several dimensions: channel positioning, scenario and function coverage, and design.

[0029] Cross-channel diagnosis can be carried out from two dimensions: consistent multi-channel experience and smooth cross-channel collaboration; establishing a virtual service governance line horizontally, and the channel line and service line constitute an omni-channel governance matrix; due to the diversity of services, after integrating into a unified entrance, if it is just a simple accumulation of functions, it may bring higher usage challenges to users, or even a relatively high abandonment rate. Therefore, after all services are integrated, they should be user-centric, and by understanding user preferences, recommend appropriate services at the right time and in the right scenario.

[0030] User stickiness, by designing user stickiness plans from the perspectives of material, spirit and function, such as designing a points system, encouraging users to take action by designing point rewards, and constantly testing and calculating the number of reward points and their costs, and iteratively improving the points plan. Encourage users to continue using the app by designing check-ins, invite highly sticky users to participate in the internal testing of new versions, and design reward mechanisms for UGC content and inviting friends.

[0031] Finally, it should be noted that the structures, proportions, sizes, etc. illustrated in the drawings of this specification are only used to match the contents disclosed in the specification for people familiar with this technology to understand and read, and are not used to limit the conditions under which this application can be implemented. Therefore, they have no substantive technical significance. Any structural modification, change in proportional relationship or adjustment of size should still fall within the scope of the technical content disclosed in this application without affecting the effects and purposes that can be achieved by this application.

[0032] The above is only a preferred embodiment of the present invention. It should be pointed out that for ordinary technicians in this technical field, several improvements and modifications can be made without departing from the technical principles of the present invention. These improvements and modifications should also be regarded as the scope of protection of the present invention.

Claims

1. Technology IP and brand effect promotion system based on Porter's Diamond Model, characterized by: include: Social distribution section front end: user information collection, user portrait, customer brand, product analysis; Algorithm distribution section front end: brand creative content production, brand user marketing strategy design, brand building other key white; Backend of social distribution section: including brand posters, smart business cards, smart brochures, smart case libraries, and smart folders; Backend of the algorithm distribution section: mini program system, short video sales promotion, sales live broadcast, and corporate document library; The content of the social distribution section backend and the algorithm distribution section backend is delivered to the user end through the network.

2. The technology IP and brand effect promotion system based on Porter's Diamond Model as claimed in claim 1, characterized in that: The user information collection includes: customer user information, various online scenario information of customers, and industry third-party user information; among them, the user portrait is supported by the collected customer information and guided by business needs. It clarifies the specific needs and problems encountered by the current business side for user portraits, and sorts out the user portrait label system based on the MECE principle.

3. The technology IP and brand effect promotion system based on Porter's Diamond Model as claimed in claim 1, characterized in that: The customer brand specifically includes: clear brand positioning, brand core value extraction, and information related to major competitor brand research; customer brand and product analysis includes: clarifying product line planning, product life cycle, product core selling point extraction, and information related to major competitor product research with the customer.

4. The technology IP and brand effect promotion system based on Porter's Diamond Model as claimed in claim 1, characterized in that: The brand creative content production includes: BGC content: delivering brand value, finding new brand carriers, and creating relevant content based on the original advantages of the brand or supporter; PGC content: covers more target audience users, such as user reviews, unboxing videos, product recommendations, and popular science implantation methods; UGC content: operate relevant interactive topics, guide users to produce more content, guide users to share on social media, and create brand words The topic attracts users to participate on various public domain platforms.

5. The technology IP and brand effect promotion system based on Porter's Diamond Model as claimed in claim 1, characterized in that: The brand user marketing strategy design includes: based on the customer's user tags, brands, products and other analytical data, combined with the brand or supporting party's products, capabilities, content, and advantages, the brand can continue to penetrate users through the endorsement of celebrities and KOLs.

6. The technology IP and brand effect promotion system based on Porter's Diamond Model as claimed in claim 1, characterized in that: The mini-program system in the backend of the algorithm distribution section is developed based on the WeChat mini-program ecosystem, and the short video marketing in the backend of the algorithm distribution section is based on the short video APP for video recommendation marketing content.

7. The technology IP and brand effect promotion system based on Porter's Diamond Model as claimed in claim 1, characterized in that: The sales live broadcast in the backend of the algorithm distribution section includes: the company's own live broadcast platform, all-staff task promotion, live broadcast invitations, and live broadcast audience traffic sedimentation into the company's private traffic pool; and the company's document library includes: the company's own APP, which creates original articles or reprints articles by pushing daily business news, current affairs, hot articles, and opinions to build corporate personality.

8. The technology IP and brand effect promotion system based on Porter's Diamond Model as claimed in claim 1, characterized in that: The brand posters, smart business cards, and smart brochures in the backend of the social distribution section are all implemented through the company's own marketing and promotion APP, such as by designing corporate sales content to fully convey personal, company, and product information, and showcase the professional image of oneself and the company.

9. The technology IP and brand effect promotion system based on Porter's Diamond Model as claimed in claim 1, characterized in that: The smart case library and smart folders in the backend of the social distribution section are also published through the company's own APP, supporting employees / customers to upload marketing / after-sales content, organize and classify them in a unified manner, deliver excellent case results to customers, analyze customer intentions, and propose solutions based on customer needs.

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