{"id":143814,"date":"2024-08-20T13:12:34","date_gmt":"2024-08-20T13:12:34","guid":{"rendered":"https:\/\/www.rithum.com\/?p=143814"},"modified":"2024-09-11T05:29:21","modified_gmt":"2024-09-11T05:29:21","slug":"boost-cross-border-sales-with-five-retail-media-advertising-tips","status":"publish","type":"post","link":"https:\/\/old.rithum.com\/cn\/blog\/boost-cross-border-sales-with-five-retail-media-advertising-tips\/","title":{"rendered":"\u901a\u8fc7\u4e94\u4e2a\u96f6\u552e\u5a92\u4f53\u5e7f\u544a\u6280\u5de7\u4fc3\u8fdb\u8de8\u5883\u9500\u552e"},"content":{"rendered":"<p>\u96f6\u552e\u5a92\u4f53\u4e3a\u96f6\u552e\u5546\u548c\u54c1\u724c\u63d0\u4f9b\u4e86\u65e5\u76ca\u589e\u957f\u7684\u6570\u5b57\u8425\u9500\u65b0\u673a\u9047\uff0c\u4ee5\u63a8\u52a8\u6d88\u8d39\u8005\u53d1\u73b0\u5e76\u8d2d\u4e70\u4ea7\u54c1\u3002\u6839\u636e Rithum \u548c Dynata \u8fdb\u884c\u7684\u300a2023 \u5e74\u5168\u7403\u5728\u7ebf\u6d88\u8d39\u8005\u884c\u4e3a\u62a5\u544a\u300b\uff0c\u5728\u5168\u7403\u8303\u56f4\u5185\uff0c42% \u7684\u6d88\u8d39\u8005\u8868\u793a\u4ed6\u4eec\u70b9\u51fb\u5728\u7ebf\u5e7f\u544a\u662f\u4e3a\u4e86\u8d2d\u4e70\u8be5\u4ea7\u54c1\u3002\u8de8\u5883\u7535\u5b50\u5546\u52a1\u96f6\u552e\u5a92\u4f53\u5e7f\u544a\u9700\u8981\u4e86\u89e3\u5f53\u5730\u5e02\u573a\u52a8\u6001\u3001\u5982\u4f55\u5229\u7528\u5386\u53f2\u5e7f\u544a\u6d3b\u52a8\u6570\u636e\u4ee5\u53ca\u4f18\u5316\u5e7f\u544a\u652f\u51fa\u3002\u4ee5\u4e0b\u662f\u63d0\u9ad8\u8de8\u5883\u7535\u5b50\u5546\u52a1\u96f6\u552e\u5a92\u4f53\u5e7f\u544a\u6536\u5165\u7684\u4e94\u4e2a\u6280\u5de7\u3002<\/p>\n<h3>1. \u4e86\u89e3\u5e76\u5229\u7528\u96f6\u552e\u5a92\u4f53\u7f51\u7edc<\/h3>\n<ul>\n<li>\u9009\u62e9\u5728\u76ee\u6807\u5e02\u573a\u4e2d\u5177\u6709\u5f3a\u5927\u5f71\u54cd\u529b\u7684\u5408\u9002\u7684\u5168\u7403\u548c\u533a\u57df\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\uff0c\u4f8b\u5982\uff1a\u4e9a\u9a6c\u900a\uff08Amazon\uff09\u3001\u6c83\u5c14\u739b\uff08Walmart\uff09\u3001\u5854\u5409\u7279\uff08Target\uff09\u7b49\u3002<\/li>\n<li>\u4f7f\u7528\u7279\u5b9a\u4e8e\u5e73\u53f0\u7684\u5de5\u5177\u3002\u4f8b\u5982\uff0c\u5356\u5bb6\u53ef\u4ee5\u4f7f\u7528\u4e9a\u9a6c\u900a DSP \uff08Amazon DSP\uff09\uff08\u9700\u6c42\u65b9\u5e73\u53f0\uff09\uff08Demand-Side Platform\uff09\u8fdb\u884c\u9488\u5bf9\u4e0d\u540c\u5730\u533a\u6d88\u8d39\u8005\u7684\u7cbe\u51c6\u7a0b\u5e8f\u5316\u5e7f\u544a\u3002<\/li>\n<\/ul>\n<h3><\/h3>\n<h3>2. \u4f7f\u7528\u672c\u5730\u5316\u5185\u5bb9\u548c\u521b\u610f<\/h3>\n<ul>\n<li>\u786e\u4fdd\u6587\u5316\u548c\u8bed\u8a00\u9002\u5e94\u6027\u3002\u5e7f\u544a\u5185\u5bb9\u4e0d\u4ec5\u4ec5\u6d89\u53ca\u7ffb\u8bd1\u3002\u5b83\u8fd8\u5fc5\u987b\u672c\u5730\u5316\u624d\u80fd\u5f15\u8d77\u5f53\u5730\u6d88\u8d39\u8005\u7684\u5171\u9e23\u3002\u60a8\u53ef\u4ee5\u901a\u8fc7\u5b9a\u5236\u60a8\u7684\u6d88\u606f\u3001\u56fe\u50cf\u548c\u4fc3\u9500\u6d3b\u52a8\u6765\u9002\u5e94\u6bcf\u4e2a\u5e02\u573a\u7684\u6d88\u8d39\u8005\u884c\u4e3a\u6765\u5b9e\u73b0\u8fd9\u4e00\u70b9\u3002<\/li>\n<li>\u8003\u8651\u5f53\u5730\u8d8b\u52bf\u548c\u504f\u597d\u3002\u5e7f\u544a\u6d3b\u52a8\u5e94\u9002\u5e94\u5f53\u5730\u8d2d\u7269\u8d8b\u52bf\u3001\u8282\u5047\u65e5\u3001\u4ea7\u54c1\u5b63\u8282\u6027\u548c\u504f\u597d\u3002\u8fd9\u4e9b\u5305\u62ec\u70ed\u95e8\u4fc3\u9500\u6d3b\u52a8\uff0c\u4f8b\u5982\u4e2d\u56fd\u7684\u201c\u5149\u68cd\u8282\u201d\uff08Singles Day\uff09\u6216\u7f8e\u56fd\u7684\u201c\u9ed1\u8272\u661f\u671f\u4e94\u201d\uff08Black Friday\uff09\u3002<\/li>\n<\/ul>\n<h3><\/h3>\n<h3>3. \u6839\u636e\u6570\u636e\u8fdb\u884c\u5b9a\u5411\u5e7f\u544a<\/h3>\n<ul>\n<li>\u5229\u7528\u7b2c\u4e00\u65b9\u6570\u636e\u3002\u4f7f\u7528\u60a8\uff08\u548c\u96f6\u552e\u5546\uff09\u7684\u5ba2\u6237\u6570\u636e\u6765\u521b\u5efa\u9ad8\u5ea6\u9488\u5bf9\u6027\u7684\u5e7f\u544a\u6d3b\u52a8\u3002\u6839\u636e\u8d2d\u7269\u884c\u4e3a\u3001\u5730\u533a\u548c\u504f\u597d\u7ec6\u5206\u60a8\u7684\u53d7\u4f17\uff0c\u5728\u6bcf\u4e2a\u96f6\u552e\u5546\u5e02\u573a\u53d1\u5e03\u5f15\u8d77\u5171\u9e23\u7684\u4e2a\u6027\u5316\u5e7f\u544a\u3002<\/li>\n<li>\u4f7f\u7528\u96f6\u552e\u5a92\u4f53\u5206\u6790\u3002\u4f7f\u7528\u6765\u81ea\u4e9a\u9a6c\u900a\u8425\u9500\u4e91\uff08Amazon Marketing Cloud\uff09\u3001\u5e73\u53f0\u5185\u62a5\u544a\u548c\u5176\u4ed6\u96f6\u552e\u5546\u7279\u5b9a\u62a5\u544a\u529f\u80fd\u7684\u6d1e\u5bdf\u6765\u76d1\u63a7\u5e7f\u544a\u6548\u679c\u5e76\u5b9e\u65f6\u4f18\u5316\u60a8\u7684\u7b56\u7565\u3002\u8fd9\u79cd\u6570\u636e\u9a71\u52a8\u7684\u65b9\u6cd5\u53ef\u786e\u4fdd\u60a8\u7684\u5e7f\u544a\u6d3b\u52a8\u4fdd\u6301\u6709\u6548\u548c\u76f8\u5173\u6027\u3002<\/li>\n<\/ul>\n<h3><\/h3>\n<h3>4. \u4e13\u6ce8\u4e8e\u9ad8\u4ef7\u503c\u5c55\u793a\u4f4d\u7f6e<\/h3>\n<ul>\n<li>\u6839\u636e\u60a8\u7684\u7b56\u7565\u548c\u76ee\u6807\uff0c\u5c06\u5e7f\u544a\u7b56\u7565\u6027\u5730\u653e\u7f6e\u5728\u80fd\u591f\u4ea7\u751f\u6700\u5927\u5f71\u54cd\u7684\u4f4d\u7f6e\u3002\u5c06\u60a8\u7684\u5e7f\u544a\u653e\u7f6e\u5728\u641c\u7d22\u7ed3\u679c\u9876\u90e8\u3001\u4ea7\u54c1\u9875\u9762\u6216\u76f8\u5173\u7c7b\u522b\u4e2d\u3002\u786e\u4fdd\u9ad8\u4ef7\u503c\u5c55\u793a\u4f4d\u7f6e\u53ef\u4ee5\u63d0\u9ad8\u66dd\u5149\u7387\u5e76\u63a8\u52a8\u8f6c\u5316\u7387\u3002<\/li>\n<li>\u901a\u8fc7\u5b9e\u65bd\u52a8\u6001\u7ade\u4ef7\u7b56\u7565\u6765\u786e\u4fdd\u5728\u8d2d\u7269\u9ad8\u5cf0\u671f\uff08\u4f8b\u5982\u5f53\u5730\u4e3b\u8981\u8282\u5047\u65e5\u6216\u4fc3\u9500\u6d3b\u52a8\uff09\u83b7\u5f97\u4f18\u8d28\u5e7f\u544a\u5c55\u793a\u4f4d\u7f6e\uff0c\u4ece\u800c\u5b9e\u73b0\u667a\u80fd\u7ade\u4ef7\u3002<\/li>\n<\/ul>\n<h3><\/h3>\n<h3>5. \u4f18\u5316\u672c\u5730\u5e02\u573a\u5408\u89c4\u6027\u548c\u7269\u6d41<\/h3>\n<ul>\n<li>\u786e\u4fdd\u60a8\u7684\u5e7f\u544a\u7b26\u5408\u5f53\u5730\u6cd5\u89c4\u3001\u6d88\u8d39\u8005\u4fdd\u62a4\u6cd5\u548c\u9690\u79c1\u6cd5\u89c4\u3002<\/li>\n<li>\u4ee5\u5f53\u5730\u8bed\u8a00\u63d0\u4f9b\u672c\u5730\u5316\u5ba2\u6237\u652f\u6301\uff0c\u4ee5\u589e\u5f3a\u5ba2\u6237\u4fe1\u4efb\u3002<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<blockquote>\n<p data-pm-slice=\"1 3 []\">\u201c\u5e73\u8861\u4e9a\u9a6c\u900a\uff08Amazon\uff09\u548c\u6613\u8da3\uff08eBay\uff09\u7b49\u96f6\u552e\u5a92\u4f53\u5de8\u5934\u7684\u5236\u80dc\u7b56\u7565\u81f3\u5173\u91cd\u8981\uff0c\u540c\u65f6\u8fd8\u8981\u6316\u6398\u80fd\u591f\u4e3a\u60a8\u7684\u54c1\u724c\u5438\u5f15\u5c0f\u4f17\u53d7\u4f17\u7684\u533a\u57df\u96f6\u552e\u5546\u3002\u201d<\/p>\n<p><strong>Rithum \u5168\u7403\u96f6\u552e\u5a92\u4f53\u603b\u76d1\uff0cMeghan Barden<\/strong><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">\u201c\u968f\u7740\u5168\u7403\u8d8a\u6765\u8d8a\u591a\u7684\u96f6\u552e\u5546\u63a8\u51fa\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\u4ea7\u54c1\uff0c\u81f3\u5173\u91cd\u8981\u7684\u662f\u8981\u786e\u4fdd\u4f60\u5728\u4e9a\u9a6c\u900a\uff08Amazon\uff09\u548c\u6613\u8da3\uff08eBay\uff09\u7b49\u96f6\u552e\u5a92\u4f53\u5de8\u5934\u7684\u5236\u80dc\u7b56\u7565\u4e0e\u6df1\u5165\u6316\u6398\u53ef\u80fd\u62e5\u6709\u4f60\u60f3\u8981\u7784\u51c6\u7684\u5c0f\u4f17\u53d7\u4f17\u7684\u533a\u57df\u96f6\u552e\u5546\u4e4b\u95f4\u53d6\u5f97\u5e73\u8861\uff0c\u201dRithum \u5168\u7403\u96f6\u552e\u5a92\u4f53\u603b\u76d1\uff0c<\/span><a href=\"https:\/\/www.linkedin.com\/in\/meghan-barden\/\"><span style=\"font-weight: 400;\">Meghan Barden<\/span><\/a><span style=\"font-weight: 400;\"> \u8868\u793a\u3002<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2>\u8de8\u5883\u7535\u5546\u96f6\u552e\u5a92\u4f53\u5bf9\u8282\u5047\u65e5\u7684\u9500\u552e\u89c4\u5212<\/h2>\n<p><span style=\"font-weight: 400;\">\u54c1\u724c\u548c\u96f6\u552e\u5546\u5e94\u8be5\u5728\u5047\u65e5\u8d2d\u7269\u65fa\u5b63\u5230\u6765\u4e4b\u524d\u63d0\u524d\u505a\u597d\u8ba1\u5212\u3002Dynata <\/span><a href=\"https:\/\/www.dynata.com\/\"><span style=\"font-weight: 400;\">\u8c03\u67e5<\/span><\/a><span style=\"font-weight: 400;\">\u663e\u793a\uff0c68% \u7684\u5168\u7403\u6d88\u8d39\u8005\u8868\u793a\uff0c\u4ed6\u4eec\u6253\u7b97\u7b49\u5230\u4e9a\u9a6c\u900a\u4f1a\u5458\u65e5 \uff08Amazon Prime Day\uff09\u3001\u9ed1\u8272\u661f\u671f\u4e94\uff08Black Friday\uff09 \u548c\u5176\u4ed6\u5e74\u5ea6\u4fc3\u9500\u8d2d\u7269\u6d3b\u52a8\u65f6\u518d\u8fdb\u884c\u8d2d\u4e70\u3002<\/span><\/p>\n<p>Rithum \u63d0\u4f9b\u5f3a\u5927\u7684\u62a5\u544a\u529f\u80fd\uff0c\u54c1\u724c\u548c\u96f6\u552e\u5546\u53ef\u4ee5\u4f7f\u7528\u8fd9\u4e9b\u62a5\u544a\u6765\u5206\u6790\u76ee\u6807\u5e02\u573a\u5728\u8fc7\u53bb\u7684\u8282\u5047\u65e5\u7684\u9500\u552e\u6570\u636e\u8d8b\u52bf\u3002\u4e86\u89e3\u54ea\u4e9b\u4ea7\u54c1\u9700\u6c42\u65fa\u76db\u3001\u672c\u5730\u914d\u9001\u4e60\u6027\u548c\u5173\u952e\u65e5\u671f\u3002\u8054\u7cfb\u60a8\u7684\u4e3b\u8981\u96f6\u552e\u5546\uff0c\u4e86\u89e3\u4ed6\u4eec\u7684\u4fc3\u9500\u8ba1\u5212\u3001\u5373\u5c06\u5230\u6765\u7684\u6298\u6263\u6d3b\u52a8\u4ee5\u53ca\u65fa\u5b63\u671f\u95f4\u7684\u6574\u4f53\u8d44\u8baf\u3002\u60a8\u53ef\u4ee5\u5229\u7528\u4ed6\u4eec\u5e26\u6765\u7684\u6d41\u91cf\uff0c\u5e76\u901a\u8fc7\u65b0\u589e\u7684\u5ba2\u6237\u6316\u6398\u672a\u5b9e\u73b0\u7684\u6f5c\u529b\u3002<\/p>\n<p>\u786e\u4fdd\u60a8\u7684\u7545\u9500\u4ea7\u54c1\u5e93\u5b58\u5145\u8db3\u3002\u8ba1\u5212\u5728\u4e3b\u8981\u96f6\u552e\u5a92\u4f53\u5e73\u53f0\u4e0a\u6295\u653e\u9ad8\u66dd\u5149\u5ea6\u5e7f\u544a\u3002\u5b9e\u65bd\u91cd\u65b0\u5b9a\u4f4d\u7b56\u7565\uff0c\u4ee5\u5438\u5f15\u5bf9\u60a8\u7684\u4ea7\u54c1\u611f\u5174\u8da3\u4f46\u5c1a\u672a\u8d2d\u4e70\u7684\u5ba2\u6237\u3002\u63d0\u4f9b\u9650\u65f6\u6298\u6263\u7b49\u6fc0\u52b1\u63aa\u65bd\u6765\u63a8\u52a8\u9500\u552e\u3002<\/p>\n<p>Rithum 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\u7684\u6d88\u8d39\u8005\u8868\u793a\u4ed6\u4eec\u70b9\u51fb\u5728\u7ebf\u5e7f\u544a\u662f\u4e3a\u4e86\u8d2d\u4e70\u8be5\u4ea7\u54c1\u3002\u8de8\u5883\u7535\u5b50\u5546\u52a1\u96f6\u552e\u5a92\u4f53\u5e7f\u544a\u9700\u8981\u4e86\u89e3\u5f53\u5730\u5e02\u573a\u52a8\u6001\u3001\u5982\u4f55\u5229\u7528\u5386\u53f2\u5e7f\u544a\u6d3b\u52a8\u6570\u636e\u4ee5\u53ca\u4f18\u5316\u5e7f\u544a\u652f\u51fa\u3002\u4ee5\u4e0b\u662f\u63d0\u9ad8\u8de8\u5883\u7535\u5b50\u5546\u52a1\u96f6\u552e\u5a92\u4f53\u5e7f\u544a\u6536\u5165\u7684\u4e94\u4e2a\u6280\u5de7\u3002 1. \u4e86\u89e3\u5e76\u5229\u7528\u96f6\u552e\u5a92\u4f53\u7f51\u7edc \u9009\u62e9\u5728\u76ee\u6807\u5e02\u573a\u4e2d\u5177\u6709\u5f3a\u5927\u5f71\u54cd\u529b\u7684\u5408\u9002\u7684\u5168\u7403\u548c\u533a\u57df\u96f6\u552e\u5a92\u4f53\u7f51\u7edc\uff0c\u4f8b\u5982\uff1a\u4e9a\u9a6c\u900a\uff08Amazon\uff09\u3001\u6c83\u5c14\u739b\uff08Walmart\uff09\u3001\u5854\u5409\u7279\uff08Target\uff09\u7b49\u3002 \u4f7f\u7528\u7279\u5b9a\u4e8e\u5e73\u53f0\u7684\u5de5\u5177\u3002\u4f8b\u5982\uff0c\u5356\u5bb6\u53ef\u4ee5\u4f7f\u7528\u4e9a\u9a6c\u900a DSP \uff08Amazon DSP\uff09\uff08\u9700\u6c42\u65b9\u5e73\u53f0\uff09\uff08Demand-Side Platform\uff09\u8fdb\u884c\u9488\u5bf9\u4e0d\u540c\u5730\u533a\u6d88\u8d39\u8005\u7684\u7cbe\u51c6\u7a0b\u5e8f\u5316\u5e7f\u544a\u3002 2. \u4f7f\u7528\u672c\u5730\u5316\u5185\u5bb9\u548c\u521b\u610f \u786e\u4fdd\u6587\u5316\u548c\u8bed\u8a00\u9002\u5e94\u6027\u3002\u5e7f\u544a\u5185\u5bb9\u4e0d\u4ec5\u4ec5\u6d89\u53ca\u7ffb\u8bd1\u3002\u5b83\u8fd8\u5fc5\u987b\u672c\u5730\u5316\u624d\u80fd\u5f15\u8d77\u5f53\u5730\u6d88\u8d39\u8005\u7684\u5171\u9e23\u3002\u60a8\u53ef\u4ee5\u901a\u8fc7\u5b9a\u5236\u60a8\u7684\u6d88\u606f\u3001\u56fe\u50cf\u548c\u4fc3\u9500\u6d3b\u52a8\u6765\u9002\u5e94\u6bcf\u4e2a\u5e02\u573a\u7684\u6d88\u8d39\u8005\u884c\u4e3a\u6765\u5b9e\u73b0\u8fd9\u4e00\u70b9\u3002 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