{"id":28400,"date":"2021-04-01T09:47:23","date_gmt":"2021-04-01T01:47:23","guid":{"rendered":"https:\/\/www.awoo.ai\/?p=28400"},"modified":"2025-08-18T09:11:53","modified_gmt":"2025-08-18T01:11:53","slug":"2021-ec-trend","status":"publish","type":"post","link":"https:\/\/www.awoo.ai\/zh-hant\/blog\/2021-ec-trend\/","title":{"rendered":"2021 \u96fb\u5546\u884c\u92b7\u8207\u6d88\u8cbb\u8005\u884c\u70ba\u8da8\u52e2"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">2020\u5e74\uff0c\u5168\u7403\u906d\u9047\u5230covid-19\u75ab\u60c5\u7684\u5f71\u97ff\uff0c\u65c5\u904a\u3001\u98ef\u5e97\u3001\u5a1b\u6a02\u3001\u96f6\u552e\u7b49\u7522\u696d\u90fd\u906d\u9047\u5230\u524d\u6240\u672a\u6709\u7684\u885d\u64ca\uff0c\u8d8a\u4f86\u8d8a\u591a\u7684\u54c1\u724c\uff0c\u66f4\u52a0\u5f37\u8abf\u76f4\u63a5\u8a34\u6c42\u6d88\u8cbb\u8005(direct to consumers, DTC)\uff0c\u4f46\u4e26\u975e\u6240\u6709DTC\u90fd\u80fd\u5920\u63d0\u4f9b\u8f03\u5b8c\u6574\u7684\u6d88\u8cbb\u8005\u9ad4\u9a57\uff0c\u6d88\u8cbb\u8005\u7684\u9700\u6c42\u96a8\u8005\u6642\u4ee3\u6f14\u9032\uff0c\u5df2\u7d93\u8d8a\u4f86\u8d8a\u591a\u3002\u800c\u73fe\u5728\u8a31\u591a\u4e0d\u7ba1\u662f\u54c1\u724c\u7aef\u6216\u662f\u96f6\u552e\u7aef\uff0c\u90fd\u5df2\u7d93\u9032\u5165\u5927\u91cf\u9032\u5165\u96fb\u5b50\u5546\u52d9\uff0c\u6839\u64da<\/span><a href=\"https:\/\/www.mckinsey.com\/business-functions\/strategy-and-corporate-finance\/our-insights\/five-fifty-the-quickening#\"><span style=\"font-weight: 400;\">\u7d71\u8a08<\/span><\/a><span style=\"font-weight: 400;\">\uff0c\u7f8e\u570b\u5730\u5340\u7684\u96fb\u5b50\u5546\u52d9\u6ef2\u900f\u7387\u63a5\u8fd135%\uff0c\u9019\u662f\u8fd110\u5e74\u65b0\u9ad8\uff0c\u986f\u793a\u9032\u5165\u96fb\u5b50\u5546\u52d9\u5df2\u7d93\u7576\u52d9\u4e4b\u6025\u3002\u5728\u9019\u500b\u6d88\u8cbb\u8005\u8981\u6c42\u7acb\u5373\u3001\u65b9\u4fbf\u3001\u901f\u5ea6\u8cfc\u7269\u7684\u6642\u4ee3\uff0c\u6709\u54ea\u4e9b\u96fb\u5b50\u5546\u52d9\u884c\u92b7\u8da8\u52e2\u73fe\u8c61\u4e00\u5b9a\u8981\u77e5\u9053\u5462\uff1f\u5c31\u8b93awoo\u4f86\u544a\u8a34\u4f60\u3002<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_78 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u76ee\u9304<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"\u986f\u793a\/\u96b1\u85cf\u5167\u5bb9\u76ee\u9304\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/2021-ec-trend\/#%E8%B6%A8%E5%8B%A2%E7%8F%BE%E8%B1%A11%EF%BC%9A%E9%9B%BB%E5%AD%90%E5%95%86%E5%8B%99%E4%BE%86%E5%88%B0%E7%A9%BA%E5%89%8D%E7%9A%84%E7%AB%B6%E7%88%AD\" >\u8da8\u52e2\u73fe\u8c611\uff1a\u96fb\u5b50\u5546\u52d9\u4f86\u5230\u7a7a\u524d\u7684\u7af6\u722d<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/2021-ec-trend\/#%E8%B6%A8%E5%8B%A2%E7%8F%BE%E8%B1%A12%EF%BC%9A%E6%B6%88%E8%B2%BB%E8%80%85%E8%A1%8C%E7%82%BA%E9%87%8D%E5%A1%91%E9%9B%B6%E5%94%AE%E6%9C%AA%E4%BE%86\" >\u8da8\u52e2\u73fe\u8c612\uff1a\u6d88\u8cbb\u8005\u884c\u70ba\u91cd\u5851\u96f6\u552e\u672a\u4f86<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/2021-ec-trend\/#%E8%B6%A8%E5%8B%A2%E7%8F%BE%E8%B1%A13%EF%BC%9A%E5%B8%82%E5%A0%B4%E6%94%AF%E9%85%8D%E5%84%AA%E5%8B%A2%E6%8C%91%E6%88%B0%E5%93%81%E7%89%8C%E5%BB%BA%E7%AB%8B\" >\u8da8\u52e2\u73fe\u8c613\uff1a\u5e02\u5834\u652f\u914d\u512a\u52e2\u6311\u6230\u54c1\u724c\u5efa\u7acb<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/2021-ec-trend\/#%E8%B6%A8%E5%8B%A2%E7%8F%BE%E8%B1%A14%EF%BC%9A%E5%AE%A2%E6%88%B6%E7%95%99%E5%AD%98%E7%82%BA%E6%9C%80%E9%87%8D%E8%A6%81%E7%9A%84%E4%BA%8B\" >\u8da8\u52e2\u73fe\u8c614\uff1a\u5ba2\u6236\u7559\u5b58\u70ba\u6700\u91cd\u8981\u7684\u4e8b<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.awoo.ai\/zh-hant\/blog\/2021-ec-trend\/#%E8%A1%8C%E9%8A%B7Action%EF%BC%9A%E9%81%8B%E7%94%A8Martech%E7%AA%81%E7%A0%B4%E5%BE%8C%E7%96%AB%E6%83%85%E4%B8%8B%E7%9A%84%E9%9B%BB%E5%95%86%E7%AB%B6%E7%88%AD\" >\u884c\u92b7Action\uff1a\u904b\u7528Martech\u7a81\u7834\u5f8c\u75ab\u60c5\u4e0b\u7684\u96fb\u5546\u7af6\u722d<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"%E8%B6%A8%E5%8B%A2%E7%8F%BE%E8%B1%A11%EF%BC%9A%E9%9B%BB%E5%AD%90%E5%95%86%E5%8B%99%E4%BE%86%E5%88%B0%E7%A9%BA%E5%89%8D%E7%9A%84%E7%AB%B6%E7%88%AD\"><\/span><b>\u8da8\u52e2\u73fe\u8c611\uff1a\u96fb\u5b50\u5546\u52d9\u4f86\u5230\u7a7a\u524d\u7684\u7af6\u722d<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u6839\u64da<\/span><a href=\"https:\/\/www.emarketer.com\/content\/global-ecommerce-2020\"><span style=\"font-weight: 400;\">eMarketer<\/span><\/a><span style=\"font-weight: 400;\">\u7d71\u8a08\uff0c\u4e16\u754c\u5404\u5730\u7684\u96fb\u5b50\u5546\u52d9\u92b7\u552e\u81f3\u5c11\u670915%~21%\u6210\u9577\uff0c\u5176\u4e2d\u5317\u7f8e\u5730\u5340\u6210\u9577\u4e8618.1%\uff0c\u4e9e\u592a\u5730\u5340\u6210\u9577\u4e8615.5%\u3002\u5728\u5f8c\u75ab\u60c5\u6642\u4ee3\u7684\u4e0b\uff0c\u7d93\u6fdf\u5fa9\u7526\u662f\u88ab\u671f\u5f85\u7684\uff0c\u4e5f\u56e0\u70ba\u75ab\u60c5\u7684\u95dc\u4fc2\uff0c\u5c07\u8fd11\u51045\u5343\u842c\u7684\u6d88\u8cbb\u8005\u958b\u59cb\u4f7f\u7528\u7db2\u8def\u8cfc\u7269\uff0c\u9019\u5c0d\u96fb\u5b50\u5546\u52d9\u5e02\u5834\u5e36\u4f86\u7a7a\u524d\u7684\u6210\u9577\uff0c\u800c\u4e14\u9019\u80a1\u6210\u9577\u7684\u8da8\u52e2\uff0c\u76f8\u4fe1\u4e5f\u6703\u4e00\u76f4\u6301\u7e8c\u52302021\u5e74\u5e95\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u5728\u96fb\u5b50\u5546\u52d9\u9ad8\u5ea6\u7af6\u722d\u4e0b\uff0c\u4f34\u96a8\u800c\u4f86\u5c0d\u65bc\u6578\u4f4d\u5ee3\u544a\u6210\u672c\u7684\u589e\u52a0\uff0c\u7531\u65bc\u6d88\u8cbb\u8005\u5c0d\u65bc\u96fb\u5546\u7684\u4f9d\u8cf4\uff0c\u4e5f\u8b93\u66f4\u591a\u7684\u5ee3\u544a\u4e3b\u60f3\u5ee3\u544a\u9810\u7b97\u5f9e\u50b3\u7d71\u96fb\u8996\u6f38\u6f38\u5730\u8f49\u79fb\u5230\u6578\u4f4d\u5ee3\u544a\uff0c\u6839\u64da<\/span><a href=\"https:\/\/revealbot.com\/blog\/facebook-advertising-costs\/\"><span style=\"font-weight: 400;\">Revealbot\u7d71\u8a08<\/span><\/a><span style=\"font-weight: 400;\">\uff0c2020\u7684CPC\u6210\u672c\u9010\u6708\u589e\u52a0\uff0c\u9019\u6e90\u81ea\u96fb\u5b50\u5546\u52d9\u66f4\u52a0\u6fc0\u70c8\u7af6\u722d\uff0c\u4f7f\u5f97\u54c1\u724c\u6216\u662f\u4f01\u696d\u5fc5\u9808\u82b1\u8cbb\u66f4\u591a\u7684\u9810\u7b97\u624d\u80fd\u5920\u7372\u53d6\u65b0\u5ba2\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u96a8\u8005\u6d88\u8cbb\u8005\u5c0d\u65bc\u96fb\u5b50\u5546\u52d9\u7684\u9700\u6c42\u589e\u52a0\uff0c\u4f7f\u7528\u8005\u9ad4\u9a57\u5c07\u6703\u66f4\u52a0\u91cd\u8981\u3002\u6d88\u8cbb\u8005\u5c0d\u65bc\u96fb\u5546\u7684\u8981\u6c42\uff0c\u6703\u5e0c\u671b\u7db2\u7ad9\u53ef\u4ee5\u5728\u4e0d\u540c\u7684\u88dd\u7f6e\u4e0a\u65b9\u4fbf\u4f7f\u7528\u548c\u76f4\u89ba\u64cd\u4f5c\uff0c\u5982\u679c\u54c1\u724c\u6216\u662f\u4f01\u696d\u80fd\u5920\u63d0\u4f9b\u7d55\u4f73\u7684\u4f7f\u7528\u8005\u9ad4\u9a57\uff0c\u5c0d\u65bc\u5546\u54c1\u8cfc\u8cb7\u548c\u6d88\u8cbb\u8005\u56de\u8cfc\u5c07\u6703\u6709\u6975\u5927\u7684\u5e6b\u52a9\u3002\u800c\u5c0d\u65bc\u76f4\u63a5\u8a34\u6c42\u65bc\u6d88\u8cbb\u8005\u7684\u54c1\u724c\u6216\u4f01\u696d\uff0c\u5fc5\u9808\u8981\u63d0\u5347\u4f7f\u7528\u8005\u9ad4\u9a57\u4e0a\u7684\u5c08\u696d\uff0c\u4f86\u5e6b\u52a9\u81ea\u5df1\u5728\u9019\u4e00\u5834\u7af6\u722d\u7684\u96fb\u5546\u6230\u722d\u4e2d\uff0c\u4fdd\u6709\u4e00\u5e2d\u4e4b\u5730\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u7d50\u5408\u6d88\u8cbb\u8005\u548c\u5546\u54c1\u8cc7\u6599\u5c07\u6703\u662f\u9996\u8981\u7684\u4efb\u52d9\uff0c\u6316\u6398\u6d88\u8cbb\u8005\u8cfc\u8cb7\u504f\u597d\uff0c\u63a8\u6e2c\u51fa\u53ef\u80fd\u9700\u8981\u7684\u5546\u54c1\uff0c\u6709\u52a9\u65bc\u63d0\u9ad8\u96fb\u5546\u7db2\u7ad9\u7684\u696d\u7e3e\u3002\u540c\u6642\u6574\u5408\u793e\u7fa4\u3001\u7dda\u4e0a\u7db2\u7ad9\u3001\u7dda\u4e0b\u9580\u5e02\u7b49\u4e0d\u540c\u6e20\u9053\uff0c\u8b93\u6d88\u8cbb\u8005\u6709\u6574\u5408\u4e00\u81f4\u6027\u9ad4\u9a57\uff0c\u540c\u6642\u4f01\u696d\u5728\u8f49\u63db\u8cc7\u6e90\u6642\uff0c\u4e5f\u80fd\u5920\u66f4\u6709\u6548\u7684\u79fb\u8f49\u5230\u4e0d\u540c\u6e20\u9053\u3002<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"%E8%B6%A8%E5%8B%A2%E7%8F%BE%E8%B1%A12%EF%BC%9A%E6%B6%88%E8%B2%BB%E8%80%85%E8%A1%8C%E7%82%BA%E9%87%8D%E5%A1%91%E9%9B%B6%E5%94%AE%E6%9C%AA%E4%BE%86\"><\/span><b>\u8da8\u52e2\u73fe\u8c612\uff1a\u6d88\u8cbb\u8005\u884c\u70ba\u91cd\u5851\u96f6\u552e\u672a\u4f86<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u75ab\u60c5\u5f37\u5316\u4e86\u6d88\u8cbb\u8005\u5728\u7dda\u4e0a\u8cfc\u7269\u7684\u884c\u70ba\uff0c\u540c\u6642\u4e5f\u5f37\u5316\u4e86\u6d88\u8cbb\u8005\u7684\u8981\u6c42\uff0c\u4f8b\u5982\u6d88\u8cbb\u8005\u6703\u900f\u904eAR\u4f86\u6b23\u8cde\u623f\u5c4b\uff0c\u4f86\u4e86\u89e3\u623f\u5c4b\u5167\u7684\u5c4b\u6cc1\uff0c\u6216\u8005\u900f\u904e\u76f4\u64ad\u4e3b\u7684\u4ecb\u7d39\uff0c\u4f86\u7406\u89e3\u7522\u54c1\u7684\u7279\u8272\uff0c\u9019\u4e9b\u90fd\u662f\u5728\u75ab\u60c5\u7206\u767c\u5f8c\u6240\u7522\u751f\u51fa\u4f86\u7684\u65b0\u578b\u614b\u8cfc\u7269\u884c\u70ba\u3002\u56e0\u6b64\u5982\u4f55\u6eff\u8db3\u591a\u6a23\u5316\u6d88\u8cbb\u884c\u70ba\uff0c\u6703\u662f\u54c1\u724c\u6216\u4f01\u696d\u9700\u8981\u601d\u8003\u7684\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u540c\u6642\u5728\u75ab\u60c5\u6642\u4ee3\uff0c\u8d8a\u4f86\u8d8a\u591a\u4eba\u5728\u5bb6\u5de5\u4f5c(work from home)\uff0c\u60f3\u8981\u51fa\u9580\u63a1\u8cfc\u9580\u53e3\u90fd\u5fc5\u9808\u5c0f\u5fc3\u7ffc\u7ffc\uff0c\u53ea\u597d\u9078\u64c7\u900f\u904e\u96fb\u5b50\u5546\u52d9\u4f86\u8cfc\u8cb7\u751f\u6d3b\u5fc5\u9700\u54c1\uff0c<\/span><a href=\"https:\/\/www.statista.com\/global-consumer-survey\"><span style=\"font-weight: 400;\">Statista\u7d71\u8a08<\/span><\/a><span style=\"font-weight: 400;\">\u767c\u73fe\u6d88\u8cbb\u8005\u6703\u5728\u7dda\u4e0a\u6e9d\u7269\u7684\u539f\u56e0\uff0c\u670963%\u8a8d\u70ba\u56e0\u70ba\u53ef\u4ee5\u76f4\u63a5\u9001\u5230\u5bb6\uff0c\u670957%\u56e0\u70ba\u6709\u66f4\u512a\u60e0\u7684\u50f9\u683c\uff0c\u670954%\u8a8d\u70ba\u6d88\u8cbb\u65b9\u5f0f\u5341\u5206\u4fbf\u5229\u3002\u5982\u679c\u80fd\u8b93\u6d88\u8cbb\u8005\u4e00\u7ad9\u5f0f\u8cfc\u8db3\u6240\u6709\u5546\u54c1\uff0c\u6e1b\u5c11\u6d88\u8cbb\u8005\u79fb\u52d5\uff0c\u6709\u66f4\u512a\u60e0\u7684\u50f9\u683c\uff0c\u4ed6\u5011\u5c07\u6703\u8cb7\u5f97\u66f4\u591a\u3002\u9019\u4e5f\u662f\u70ba\u4ec0\u9ebc\u50cf\u662f\u96d911\u6216\u9ed1\u8272\u661f\u671f\u4e94\u7684\u6d3b\u52d5\uff0c\u6703\u975e\u5e38\u5438\u5f15\u4eba\uff0c\u56e0\u70ba\u6d3b\u52d5\u6eff\u8db3\u4e86\u6d88\u8cbb\u8005\u6700\u6e34\u671b\u7684\u6d88\u8cbb\u6a21\u5f0f\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u5c08\u6ce8\u5728\u66f4\u6709\u5275\u610f\u6027\u7684\u6d88\u8cbb\u8005\u9ad4\u9a57\uff0c\u6539\u8b8a\u50b3\u7d71\u6d88\u8cbb\u6a21\u5f0f\uff0c\u5c07\u53ef\u4ee5\u5e6b\u52a9\u54c1\u724c\u80fd\u5bb9\u6613\u6253\u5165\u6d88\u8cbb\u8005\u7684\u751f\u6d3b\u3002Shopify\u7684Robert Hein\u63d0\u5230\uff1a\u300e\u6d88\u8cbb\u8005\u7684\u8981\u6c42\u63db\u4e0d\u65b7\u5730\u8f49\u79fb\uff0c\u4e5f\u7531\u65bc\u75ab\u60c5\u7684\u95dc\u4fc2\uff0c\u4ed6\u5011\u6703\u66f4\u5e0c\u671b\u6709\u66f4\u5b89\u5168\u3001\u66f4\u4fbf\u5229\u7684\u7d9c\u5408\u6d88\u8cbb\u9ad4\u9a57\u300f\u3002\u56e0\u6b64\uff0c\u6539\u8b8a\u54c1\u724c\u670d\u52d9\u6a21\u5f0f\uff0c\u8b93\u6a21\u5f0f\u53ef\u4ee5\u66f4\u52a0\u5f48\u6027\u5730\u8cbc\u5408\u4f60\u7684\u6d88\u8cbb\u8005\u3002<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"%E8%B6%A8%E5%8B%A2%E7%8F%BE%E8%B1%A13%EF%BC%9A%E5%B8%82%E5%A0%B4%E6%94%AF%E9%85%8D%E5%84%AA%E5%8B%A2%E6%8C%91%E6%88%B0%E5%93%81%E7%89%8C%E5%BB%BA%E7%AB%8B\"><\/span><b>\u8da8\u52e2\u73fe\u8c613\uff1a\u5e02\u5834\u652f\u914d\u512a\u52e2\u6311\u6230\u54c1\u724c\u5efa\u7acb<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u5efa\u7acb\u54c1\u724c\uff0c\u4e0d\u518d\u6700\u91cd\u8981\u7684\u4e8b\u60c5\uff0c\u54c1\u724c\u5c0d\u65bc\u6d88\u8cbb\u8005\u800c\u8a00\uff0c\u662f\u9858\u610f\u4ed8\u51fa\u8cc7\u6e90\u53bb\u63a5\u89f8\u548c\u8a8d\u8b58\u7684\uff0c\u4f46\u662f\u53d7\u5230\u5e02\u5834\u898f\u6a21\u7684\u5dee\u7570\uff0c\u54c1\u724c\u8981\u5728\u5340\u57df\u5167\u6709\u7a81\u51fa\u7684\u8868\u73fe\u4e26\u975e\u5bb9\u6613\u7684\u4e8b\u3002\u6839\u64da<\/span><a href=\"https:\/\/www.statista.com\/study\/56476\/online-marketplaces\/\"><span style=\"font-weight: 400;\">Statista\u7684\u4e16\u754cGMV\u7d71\u8a08<\/span><\/a><span style=\"font-weight: 400;\">\uff0c\u4e16\u754c\u4e0a\u6700\u5927GMV\u96fb\u5546\u7db2\u7ad9\u70ba\u4f86\u81ea\u4e2d\u570b\u7684\u6dd8\u5bf65350\u5104\uff0c\u7b2c\u4e8c\u540d\u70ba\u5929\u8c934720\u5104\uff0c\u7b2c\u4e09\u540d\u70ba\u4e9e\u99ac\u905c3390\u5104\uff0c\u5982\u679c\u54c1\u724c\u8981\u5728\u9019\u4e9b\u5de8\u578b\u96fb\u5546\u4e0a\u92b7\u552e\uff0c\u5c31\u5fc5\u9808\u8981\u9075\u5b88\u5de8\u578b\u96fb\u5546\u7684\u904a\u6232\u898f\u5247\uff0c\u914d\u5408\u5de8\u578b\u96fb\u5546\u7684\u884c\u92b7\u6d3b\u52d5\uff0c\u8b93\u5546\u54c1\u6709\u6a5f\u6703\u63a5\u89f8\u5230\u66f4\u591a\u7684\u6d88\u8cbb\u8005\u3002<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<p><span style=\"font-weight: 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style=\"font-weight: 400;\">\u5c0d\u54c1\u724c\u4f86\u8aaa\uff0c\u5f37\u5316\u81ea\u5df1\u96fb\u5546\u9801\u9762\u4e0a\u7684\u512a\u52e2\uff0c\u66f4\u52a0\u500b\u4eba\u5316\u8a2d\u8a08\uff0c\u8b93\u5546\u54c1\u80fd\u5920\u66f4\u52a0\u7b26\u5408\u9700\u6c42\uff0c\u624d\u6709\u6a5f\u6703\u53ef\u4ee5\u5728\u5de8\u578b\u96fb\u5546\u7684\u67b6\u69cb\u4e0b\u5438\u5f15\u66f4\u591a\u6d88\u8cbb\u8005\u3002\u91cd\u65b0\u8a55\u4f30\u81ea\u5df1\u7684\u54c1\u724c\u7684\u50f9\u503c\uff0c\u8b93\u5546\u54c1\u7684\u5167\u5bb9\u66f4\u52a0\u8c50\u5bcc\u548c\u591a\u5143\uff0c\u624d\u80fd\u5728\u773e\u591a\u7684\u54c1\u724c\u4e2d\uff0c\u6301\u7e8c\u4e14\u4e0d\u9593\u65b7\u5730\u8b93\u6d88\u8cbb\u8005\u6709\u66f4\u597d\u7684\u6d88\u8cbb\u9ad4\u9a57\u3002<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"%E8%B6%A8%E5%8B%A2%E7%8F%BE%E8%B1%A14%EF%BC%9A%E5%AE%A2%E6%88%B6%E7%95%99%E5%AD%98%E7%82%BA%E6%9C%80%E9%87%8D%E8%A6%81%E7%9A%84%E4%BA%8B\"><\/span><b>\u8da8\u52e2\u73fe\u8c614\uff1a\u5ba2\u6236\u7559\u5b58\u70ba\u6700\u91cd\u8981\u7684\u4e8b<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">\u7372\u53d6\u5ba2\u6236\u7684\u6210\u672c\u96a8\u8005\u6642\u4ee3\u7684\u6f14\u9032\uff0c\u4e0d\u7ba1\u662f\u900f\u904e\u5ee3\u544a\u6216\u8005\u81ea\u7136\u6d41\u91cf\uff0c\u5df2\u7d93\u8d8a\u4f86\u8d8a\u9ad8\u3002\u800c\u5c0d\u65bc\u4f7f\u7528\u8005\u96b1\u79c1\u7684\u91cd\u8996\uff0c\u4e5f\u8b93\u50cf\u662fGoogle\u7b49\u5927\u578b\u4f01\u696d\uff0c\u66f4\u96e3\u900f\u904e\u6280\u8853\u53bb\u638c\u63e1\u6d88\u8cbb\u8005\u7684\u6a23\u8c8c\uff0c\u5206\u773e\u7684\u7cbe\u6e96\u5ea6\u4e5f\u8d8a\u4f86\u8d8a\u7121\u6cd5\u50cf\u904e\u53bb\u4e00\u6a23\u7cbe\u6e96\u3002\u6839\u64da<\/span><a href=\"https:\/\/www.iab.com\/insights\/covid-ad-spend-impact-2020-2021-light-at-the-end-of-the-tunnel\/\"><span style=\"font-weight: 400;\">IAB\u7d71\u8a08<\/span><\/a><span style=\"font-weight: 400;\">\uff0c\u5168\u4e16\u754c\u7684\u4ed8\u8cbb\u6d41\u91cf\u6210\u672c\u8f032019\u5e74\u589e\u52a0\u4e8626%\uff0c\u540c\u6642\u5ee3\u544a\u7684\u4e0d\u78ba\u5b9a\u6027\u4e5f\u589e\u52a0\uff0c\u6b50\u76df\u7684GDPR\u4fdd\u8b77\u4e86\u5e02\u5834\u5167\u6d88\u8cbb\u8005\u500b\u4eba\u8cc7\u6599\uff0c\u7981\u6b62\u79d1\u6280\u516c\u53f8\u4efb\u610f\u4f7f\u7528\uff0c\u800c\u5176\u4ed6\u5404\u500b\u570b\u5bb6\uff0c\u50cf\u662f\u65e5\u672c\u3001\u53f0\u7063\u4e5f\u6709\u6a5f\u6703\u6703\u8207\u6642\u4ff1\u9032\uff0c\u56e0\u6b64\u5ee3\u544a\u900f\u653e\u4e5f\u5f88\u96e3\u50cf\u904e\u53bb\u4e00\u6a23\u53ef\u4ee5\u7372\u53d6\u66f4\u591a\u7cbe\u6e96\u5ba2\u6236\u3002<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u56e0\u6b64\u54c1\u724c\u61c9\u8a72\u66f4\u91cd\u8996\u7684\u662f\u65e2\u6709\u5ba2\u6236\uff0c\u6839\u64da\u904e\u53bb\u6b77\u53f2\u6578\u64da\u986f\u793a\uff0c5%\u7684\u65e2\u6709\u5ba2\u6236\u5c07\u53ef\u4ee5\u5275\u902025%\u4ee5\u4e0a\u7684\u71df\u6536\uff0c\u6301\u7e8c\u5c0d\u65e2\u6709\u5ba2\u6236\u7d93\u71df\uff0c\u6703\u6bd4\u4e0d\u65b7\u5730\u958b\u767c\u65b0\u5ba2\u6236\u66f4\u6709\u6548\u76ca\u3002\u8a02\u95b1\u5236\u662f\u53ef\u4ee5\u63d0\u9ad8\u7559\u5b58\u7387\u548c\u63d0\u9ad8\u5faa\u74b0\u71df\u6536\u7684\u65b9\u6cd5\uff0c\u4e5f\u8d8a\u4f86\u8d8a\u591a\u4f01\u696d\u5c07\u670d\u52d9\u8f49\u5411\u8a02\u95b1\u5236\uff0c\u4f8b\u5982Google\u3001Apple\u7b49\uff0c\u9664\u4e86\u53ef\u4ee5\u6709\u7a69\u5b9a\u7684\u71df\u6536\u5916\uff0c\u4e5f\u53ef\u4ee5\u57f9\u990a\u5ba2\u6236\u7684\u5fe0\u8aa0\u5ea6\uff0c\u63d0\u9ad8\u5ba2\u6236\u5c0d\u65bc\u670d\u52d9\u7684\u4f9d\u8cf4\u6027\u3002\u6301\u7e8c\u5229\u7528email\u6216\u793e\u7fa4\u5e73\u53f0\u8207\u65e2\u6709\u9867\u5ba2\u6e9d\u901a\uff0c\u63d0\u4f9b\u66f4\u52a0\u500b\u4eba\u5316\u7684email\u5167\u5bb9\u548c\u793e\u7fa4\u8a0a\u606f\uff0c\u6216\u662f\u54c1\u724c\u5728\u5f8c\u75ab\u60c5\u6642\u4ee3\u4e0b\u8981\u6301\u7e8c\u9032\u884c\u7684\u4efb\u52d9\u3002<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"%E8%A1%8C%E9%8A%B7Action%EF%BC%9A%E9%81%8B%E7%94%A8Martech%E7%AA%81%E7%A0%B4%E5%BE%8C%E7%96%AB%E6%83%85%E4%B8%8B%E7%9A%84%E9%9B%BB%E5%95%86%E7%AB%B6%E7%88%AD\"><\/span><b>\u884c\u92b7Action\uff1a\u904b\u7528Martech\u7a81\u7834\u5f8c\u75ab\u60c5\u4e0b\u7684\u96fb\u5546\u7af6\u722d<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 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