{"id":18435,"date":"2020-08-25T14:08:03","date_gmt":"2020-08-25T13:08:03","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=cases&#038;p=18435"},"modified":"2024-09-20T17:39:20","modified_gmt":"2024-09-20T16:39:20","slug":"global-fmcg-client-increasing-visibility-on-amazon-through-content-optimisation","status":"publish","type":"cases","link":"https:\/\/www.artefact.com\/zh\/cases\/global-fmcg-client-increasing-visibility-on-amazon-through-content-optimisation\/","title":{"rendered":"<span class=\"highlight\">\u5168\u7403 FMCG \u516c\u53f8<\/span> \u901a\u8fc7\u5185\u5bb9\u4f18\u5316\u63d0\u9ad8\u5728\u4e9a\u9a6c\u900a\u4e0a\u7684\u77e5\u540d\u5ea6"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-background-color:#ffffff;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column leparagraphe\" style=\"--awb-bg-color:#ffffff;--awb-bg-color-hover:#ffffff;--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\" style=\"--awb-text-transform:none;--awb-text-color:#000000;\"><h3><span style=\"color: #ff0066;\">\u80cc\u666f\u4e0e\u76ee\u6807<\/span><\/h3>\n<p>\u8fd9\u5bb6\u5168\u7403\u6027\u5feb\u901f\u6d88\u8d39\u54c1\u516c\u53f8\uff08\u5ba2\u6237\uff09\u4e8e 265 \u5e74\u524d\u5728\u8377\u5170\u6210\u7acb\uff0c\u73b0\u5df2\u53d1\u5c55\u6210\u4e3a\u996e\u6599\u884c\u4e1a\u7684\u56fd\u9645\u9886\u5148\u4f01\u4e1a\u3002\u5982\u4eca\uff0c\u4ed6\u4eec\u7684\u4ea7\u54c1\u5df2\u904d\u5e03\u5168\u7403 100 \u591a\u4e2a\u56fd\u5bb6\u3002\u5728\u8fc7\u53bb\u4e09\u5e74\u4e2d\uff0cArtefact \u4e00\u76f4\u662f\u5ba2\u6237\u7684\u6570\u5b57\u8425\u9500\u673a\u6784\uff0c\u4e3a\u5176\u63d0\u4f9b\u641c\u7d22\u5f15\u64ce\u4f18\u5316\u3001\u5185\u5bb9\u3001data \u548c\u5206\u6790\u4ee5\u53ca\u5e02\u573a\u65b9\u9762\u7684\u652f\u6301\u3002.<\/p>\n<p>2020 \u5e74\u521d\uff0c\u4e9a\u9a6c\u900a\u6700\u7ec8\u786e\u8ba4\u5c06\u5728\u8377\u5170\u5f00\u8bbe\u6570\u5b57\u7f51\u7ad9\uff0c\u9664\u5728\u7ebf\u4e66\u5e97\u5916\uff0c\u8fd8\u5c06\u63d0\u4f9b\u5b8c\u6574\u7684\u5206\u7c7b\u76ee\u5f55\u3002\u6211\u4eec\u7684\u5ba2\u6237\u6d3b\u8dc3\u4e8e\u4e9a\u9a6c\u900a\u7684\u6240\u6709\u5176\u4ed6\u5e02\u573a\uff0c\u81ea\u7136\u5e0c\u671b\u4e3a\u5176\u672c\u571f\u5e02\u573a\u7684\u63a8\u51fa\u505a\u597d\u51c6\u5907\uff0c\u4e3a\u5176 5 \u4e2a\u4e3b\u8981\u54c1\u724c\u63d0\u4f9b\u5f3a\u6709\u529b\u7684\u5185\u5bb9\u3002.<\/p>\n<h3><span style=\"color: #ff0066;\">\u9879\u76ee\u8303\u56f4<\/span><\/h3>\n<p>\u4e3a\u4e86\u786e\u4fdd\u4e0d\u540c\u7684\u54c1\u724c\u90fd\u80fd\u901a\u8fc7\u4f18\u5316\u7684\u5185\u5bb9\u5f97\u5230\u4f53\u73b0\uff0c\u5e76\u4e3a\u4e9a\u9a6c\u900a NL \u7684\u53d1\u5e03\u505a\u597d\u51c6\u5907\uff0c\u6211\u4eec\u63d0\u4f9b\u4e86\u4ee5\u4e0b\u5e2e\u52a9\uff1a<\/p>\n<ul>\n<li><strong>\u5173\u952e\u8bcd\u7814\u7a76\uff1a <\/strong>\u6211\u4eec\u8fdb\u884c\u4e86\u5173\u952e\u8bcd\u7814\u7a76\uff0c\u4ee5\u786e\u5b9a\u5ba2\u6237\u4ea7\u54c1\u7684\u91cd\u8981\u5173\u952e\u8bcd\uff0c\u5e76\u5c06\u5176\u5d4c\u5165\u524d\u7aef\u548c\u5143 data \u5185\u5bb9\u4e2d\u3002.<\/li>\n<li><strong>\u7ade\u4e89\u5bf9\u624b\u5206\u6790\uff1a <\/strong>\u9762\u5bf9\u65b0\u7684\u7ade\u4e89\u683c\u5c40\uff0c\u6211\u4eec\u6839\u636e\u5176\u4ed6\u4e9a\u9a6c\u900a\u5e02\u573a\u548c\u5ba2\u6237\u5f53\u524d\u7684\u96f6\u552e\u5546\u60c5\u51b5\u8fdb\u884c\u4e86\u7ade\u4e89\u5bf9\u624b\u5206\u6790\uff0c\u4ee5\u5bfb\u627e\u6700\u4f73\u5b9e\u8df5\u548c\u5dee\u5f02\u5316\u673a\u4f1a\u3002.<\/li>\n<li><strong>\u521b\u5efa A+ \u5185\u5bb9\uff1a <\/strong>\u4f5c\u4e3a\u5185\u5bb9\u51c6\u5907\u5de5\u4f5c\u7684\u4e00\u90e8\u5206\uff0c\u6211\u4eec\u4e3a 70 \u591a\u4e2a\u4ea7\u54c1\u9875\u9762\u8bbe\u8ba1\u3001\u521b\u5efa\u5e76\u4e0a\u4f20\u4e86 A+ \u5185\u5bb9\uff0c\u5305\u62ec\u64b0\u5199\u548c\u7f16\u8f91\u5185\u5bb9\uff0c\u4ee5\u6700\u5927\u9650\u5ea6\u5730\u63d0\u5347\u5ba2\u6237\u4f53\u9a8c\u3002.<\/li>\n<li><strong>Data \u9a71\u52a8\u7684\u5185\u5bb9\u5ba1\u6838\uff1a <\/strong>\u6211\u4eec\u5bf9 160 \u591a\u4e2a\u4ea7\u54c1\u8be6\u60c5\u9875 (PDP) \u8fdb\u884c\u4e86 data-driven \u5185\u5bb9\u5ba1\u8ba1\uff0c\u4e3a\u6bcf\u4e2a\u4ea7\u54c1\u8bc4\u5206\u5e76\u63d0\u51fa\u6539\u8fdb\u70b9\u3002\u8be5\u5ba1\u8ba1\u5728\u5f88\u5927\u7a0b\u5ea6\u4e0a\u5b9e\u73b0\u4e86\u81ea\u52a8\u5316\uff0c\u5e76\u57fa\u4e8e\u5b9e\u65f6 data \u68c0\u7d22\u548c Artefact \u5de5\u5177\uff08\u5982\u96f6\u552e\u5957\u4ef6\uff09\u5206\u6790\u3002.<\/li>\n<li><strong>\u4f18\u5316 PDP \u5185\u5bb9\uff1a <\/strong>\u6839\u636e\u5ba1\u6838\u7ed3\u679c\uff0c\u6211\u4eec\u4f18\u5316\u4e86 160 \u591a\u4e2a PDP \u7684\u6807\u9898\u3001\u8981\u70b9\u548c\u56fe\u7247\uff0c\u4ee5\u63d0\u9ad8\u6bcf\u4e2a\u9875\u9762\u7684\u5438\u5f15\u529b\u3001\u54c1\u724c\u4e00\u81f4\u6027\u548c\u641c\u7d22\u6548\u679c\u3002.<\/li>\n<\/ul>\n<h3><span style=\"color: #ff0066;\">\u9879\u76ee\u4eae\u70b9<\/span><\/h3>\n<p>\u4ece\u5185\u5bb9\u521b\u4f5c\u5468\u671f\u7684\u5f00\u59cb\u5230\u7ed3\u675f\uff0c\u6211\u4eec\u5728\u5404\u4e2a\u9636\u6bb5\u90fd\u5f00\u5c55\u4e86\u6d3b\u52a8\uff0c\u6fc0\u6d3b\u4e86\u521b\u9020\u529b\uff1a<\/p>\n<p><strong>\u4f7f\u7528\u975e\u5b9e\u65f6\u7f51\u7ad9<\/strong><br \/>\n\u7531\u4e8e <a href=\"https:\/\/www.amazon.nl\/b?ie=UTF8&amp;node=16241779031\" target=\"_blank\" rel=\"noopener\">\u4e9a\u9a6c\u900a NL<\/a> \u5728\u9879\u76ee\u7684\u7b2c\u4e00\u9636\u6bb5\uff0c\u4e9a\u9a6c\u900a\u8fd8\u6ca1\u6709\u63a8\u51fa\uff0c\u6211\u4eec\u5229\u7528\u6a21\u677f\u3001\u6700\u4f73\u5b9e\u8df5\u548c\u6211\u4eec\u5728\u5176\u4ed6\u4e9a\u9a6c\u900a\u5e02\u573a\u7684\u7ecf\u9a8c\uff0c\u5c3d\u53ef\u80fd\u63a5\u8fd1\u9884\u671f\u7684\u8377\u5170\u8bbe\u7f6e\u3002.<\/p>\n<p><strong>\u65e0\u54c1\u724c\u5206\u6790<\/strong><br \/>\n\u5728\u63a8\u51fa\u671f\u95f4\u5f00\u5c55\u5de5\u4f5c\u610f\u5473\u7740\u4e9a\u9a6c\u900a\u7684\u67d0\u4e9b\u529f\u80fd\uff08\u5c1a\u672a\uff09\u53ef\u7528\u3002\u56e0\u6b64\uff0c\u5728\u6ca1\u6709\u4e9a\u9a6c\u900a\u641c\u7d22\u6761\u4ef6\u62a5\u544a\u7684\u60c5\u51b5\u4e0b\uff0c\u6211\u4eec\u5229\u7528\u8c37\u6b4c\u5173\u952e\u5b57\u548c\u5176\u4ed6\u5408\u9002\u7684\u5e73\u53f0\u8fdb\u884c\u4e86\u5173\u952e\u5b57\u7814\u7a76\uff0c\u4e3a\u5185\u5bb9\u4f18\u5316\u63d0\u4f9b\u4e86\u91cd\u8981\u4fe1\u606f\u3002.<\/p>\n<p><strong>\u4ece\u8bbe\u8ba1\u5230\u4f18\u5316\u7684\u5185\u5bb9\u521b\u5efa<\/strong><br \/>\n\u4f5c\u4e3a\u4ece\u5934\u5f00\u59cb\u521b\u5efa A+ \u5185\u5bb9\u7684\u4e00\u90e8\u5206\uff0c\u6211\u4eec\u53c2\u4e0e\u4e86\u4ece\u56fe\u50cf\u8c03\u6574\u5230\u4e3a A+ \u5185\u5bb9\u4ee5\u53ca PDP \u6807\u9898\u548c\u8981\u70b9\u64b0\u5199\u5b9e\u9645\u5185\u5bb9\u7684\u6240\u6709\u5de5\u4f5c\u3002.<\/p>\n<p><strong>\u57fa\u4e8e\u6211\u4eec\u81ea\u5df1\u7684\u5de5\u5177\u8fdb\u884c\u6027\u80fd\u76d1\u6d4b<\/strong><br \/>\n\u5728\u5185\u5bb9\u5ba1\u6838\u65b9\u9762\uff0c\u6211\u4eec\u5229\u7528 Artefact \u5185\u7f6e\u7684\u5de5\u5177\uff0c\u901a\u8fc7\u8ba1\u7b97\u57fa\u4e8e\u591a\u4e2a\u6807\u51c6\u7684\u5206\u6570\u6765\u786e\u5b9a\u5185\u5bb9\u7684\u5438\u5f15\u529b\uff0c\u4ee5\u53ca\u4ea7\u54c1\u5728\u6570\u5b57\u8d27\u67b6\u7a7a\u95f4\u7684\u53ef\u641c\u7d22\u6027\u3002.<\/p>\n<h3><span style=\"color: #ff0066;\">\u6210\u679c<\/span><\/h3>\n<p>\u5728 Amazon NL \u63a8\u51fa\u4e4b\u524d\uff0c70 \u591a\u4e2a\u9875\u9762\u7684\u6240\u6709 A+ \u5185\u5bb9\u90fd\u5df2\u51c6\u5907\u5c31\u7eea\u3002\u5728\u5b9e\u65f6\u73af\u5883\u4e2d\u8fdb\u884c\u4e86\u4e00\u6bb5\u65f6\u95f4\u7684 data \u91c7\u96c6\u540e\uff0c\u53c8\u91c7\u7528 data-driven \u65b9\u6cd5\u5bf9 160 \u591a\u4e2a\u4ea7\u54c1\u8be6\u7ec6\u9875\u9762\u8fdb\u884c\u4e86\u5ba1\u6838\uff0c\u5e76\u76f8\u5e94\u5730\u8fdb\u884c\u4e86\u4f18\u5316\uff0c\u4ee5\u52a0\u5feb\u5b9e\u65bd\u5468\u671f\u3002.<\/p>\n<p>A+ \u5185\u5bb9\u548c PDP \u5185\u5bb9\u5747\u6839\u636e\u6700\u4f73\u5b9e\u8df5\u3001\u641c\u7d22\u5f15\u64ce\u4f18\u5316\u89c1\u89e3\u548c\u884c\u4e1a\u7814\u7a76\u8fdb\u884c\u4e86\u4f18\u5316\uff0c\u5e76\u4ee5\u6211\u4eec\u7684\u73b0\u6709\u7ecf\u9a8c\u4f5c\u4e3a\u8865\u5145\u3002.<\/p>\n<ul>\n<li><strong>\u5185\u5bb9\u603b\u5206\u589e\u52a0 14% \u548c <\/strong><\/li>\n<li><strong>\u6539\u8fdb 3% \u7684\u53ef\u641c\u7d22\u6027<\/strong><\/li>\n<li><strong>\u5ba2\u6237\u3001\u5185\u90e8\u5229\u76ca\u76f8\u5173\u8005\u3001\u4e9a\u9a6c\u900a\u751a\u81f3\u4e1a\u754c\u548c\u4e9a\u9a6c\u900a NL \u4e0a\u7684\u5176\u4ed6\u4f9b\u5e94\u5546\u90fd\u7ed9\u4e88\u4e86\u6781\u4e3a\u79ef\u6781\u7684\u56de\u5e94<\/strong><\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling cta-block\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:calc( 1440px + 20px );margin-left: calc(-20px \/ 2 );margin-right: calc(-20px \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-1 fusion_builder_column_1_1 1_1 fusion-flex-column cta-content\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:10px;--awb-margin-bottom-large:0px;--awb-spacing-left-large:10px;--awb-width-medium:100%;--awb-order-medium:0;--awb-spacing-right-medium:10px;--awb-spacing-left-medium:10px;--awb-width-small:100%;--awb-order-small:0;--awb-spacing-right-small:10px;--awb-spacing-left-small:10px;\"><div class=\"fusion-column-wrapper fusion-column-has-shadow fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-2\" style=\"--awb-text-transform:none;\"><p><a href=\"https:\/\/www.artefact.com\/zh\/contact-us\/\">\u8bf7\u4e0e\u6211\u4eec\u7684\u4e13\u5bb6\u8054\u7cfb\uff0c\u4e86\u89e3 Artefact \u5982\u4f55\u5e2e\u52a9\u60a8\u7684\u4f01\u4e1a\u5728\u5e02\u573a\u4e0a\u52a0\u901f\u53d1\u5c55\uff01<\/a><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/p>","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":18936,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"categories":[41,21948],"class_list":["post-18435","cases","type-cases","status-publish","has-post-thumbnail","hentry","category-fmcg","category-marketplaces"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/cases\/18435","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/cases"}],"about":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/types\/cases"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media\/18936"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media?parent=18435"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/categories?post=18435"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}