{"id":5539,"date":"2019-06-28T15:13:21","date_gmt":"2019-06-28T14:13:21","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=news&p=5539"},"modified":"2024-09-20T17:42:00","modified_gmt":"2024-09-20T16:42:00","slug":"fmcg-brands-should-stop-playing-safe-on-voice-and-innovate","status":"publish","type":"news","link":"https:\/\/www.artefact.com\/zh\/news\/fmcg-brands-should-stop-playing-safe-on-voice-and-innovate\/","title":{"rendered":"Fmcg \u54c1\u724c\u5e94\u505c\u6b62\u5728\u8bed\u97f3\u65b9\u9762\u7684\u6545\u6b65\u81ea\u5c01\uff0c\u52c7\u4e8e\u521b\u65b0"},"content":{"rendered":"

<\/span><\/div><\/div><\/div>

\u65b0\u95fb \/ \u58f0\u97f3<\/p>\n<\/div>

\u503c\u5f97\u5480\u56bc\u7684\u4e1c\u897f\u7bad\u724c\u7279\u7ea7\u53e3\u9999\u7cd6\u6700\u8fd1\u63a8\u51fa\u4e86\u4e00\u6b3e\u57fa\u4e8e\u624b\u673a\u6d4f\u89c8\u5668\u7684\u8bed\u97f3\u52a9\u624b\uff0c\u4e3a\u751f\u6d3b\u4e2d\u96be\u4ee5\u4e0b\u54bd\u7684\u65f6\u523b\u63d0\u4f9b\u5efa\u8bae\u3002\u7ea6\u4f1a\u3002\u4e0e\u5bf9\u65b9\u5206\u624b\u3002\u5de5\u4f5c\u4e2d\u7684\u52a0\u85aa\u8c08\u5224\u3002.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

\u672c\u6587\u6700\u521d\u53d1\u5e03\u4e8e \u6742\u8d27\u5e97<\/em> \u8fd9\u91cc<\/a>.<\/p>\n

\u503c\u5f97\u5480\u56bc\u7684\u4e1c\u897f\u7bad\u724c\u7279\u7ea7\u53e3\u9999\u7cd6\u6700\u8fd1\u63a8\u51fa\u4e86\u4e00\u6b3e\u57fa\u4e8e\u624b\u673a\u6d4f\u89c8\u5668\u7684\u8bed\u97f3\u52a9\u624b\uff0c\u4e3a\u751f\u6d3b\u4e2d\u96be\u4ee5\u4e0b\u54bd\u7684\u65f6\u523b\u63d0\u4f9b\u5efa\u8bae\u3002\u7ea6\u4f1a\u3002\u4e0e\u5bf9\u65b9\u5206\u624b\u3002\u5de5\u4f5c\u4e2d\u7684\u52a0\u85aa\u8c08\u5224\u3002.<\/p>\n

\u8fd9\u79cd\u53ef\u7231\u7684\u3001\u5efa\u7acb\u5173\u7cfb\u7684\u8bed\u97f3\u670d\u52a1\u5f88\u53d7\u54c1\u724c\u559c\u7231\u3002\u7136\u800c\uff0c\u5b83\u5e76\u4e0d\u80fd\u6539\u53d8\u6d88\u8d39\u8005\u5bf9\u8bed\u97f3\u52a9\u624b\u7684\u6210\u89c1--\u51e0\u4e4e\u6240\u6709\u7684\u6d88\u8d39\u8005\u90fd\u4f1a\u8ba4\u4e3a\u8bed\u97f3\u52a9\u624b\u662f \"\u4e0d\u9760\u8c31 \"\u7684\u3002 \u4e00\u534a\uff0846%\uff09<\/strong> \u4ecd\u5c06\u5176\u89c6\u4e3a \u2018\u65b0\u5947\u4e8b\u7269\u2019\u3002.<\/p>\n

\u4f46\u8fd9\u4e00\u95ee\u9898\u6b63\u5728\u5f97\u5230\u89e3\u51b3\u3002\u8c37\u6b4c\u6b63\u5728\u6295\u5165\u5927\u91cf\u8d44\u6e90\uff0c\u4f7f\u8bed\u97f3\u6210\u4e3a\u4e00\u79cd\u53ef\u884c\u7684\u5546\u4e1a\u524d\u666f\u3002\u9996\u5e2d\u6267\u884c\u5b98\u6851\u8fbe\u5c14-\u76ae\u67e5\u4f0a\u5728 2017 \u5e74\u6982\u8ff0\u4e86\u516c\u53f8\u7684\u6218\u7565\uff1a\u201c\u6211\u4eec\u73b0\u5728\u975e\u5e38\u6ce8\u91cd\u6d88\u8d39\u8005\u4f53\u9a8c......\u5982\u679c\u4f60\u80fd\u4e3a\u7528\u6237\u521b\u9020\u5927\u89c4\u6a21\u7684\u4f53\u9a8c\uff0c\u8d27\u5e01\u5316\u5c31\u4f1a\u968f\u4e4b\u800c\u6765\u3002\u201d<\/p>\n

\u5728\u4e0d\u4e45\u7684\u5c06\u6765\uff0c\u8bed\u97f3\u7528\u6237\u53ef\u80fd\u4f1a\u8fbe\u5230\u4e00\u4e2a\u4e34\u754c\u70b9\uff1a \u667a\u80fd\u626c\u58f0\u5668\u7684\u9500\u91cf<\/strong> \u8dc3\u5347\u4e86\u8fd1 80%<\/strong> \u56e0\u6b64\uff0c\u4f01\u4e1a\u5982\u679c\u80fd\u6295\u8d44\u4e8e\u7ecf\u8fc7\u6df1\u601d\u719f\u8651\u7684\u4ea4\u6613\u8bed\u97f3\u670d\u52a1\uff0c\u5c31\u80fd\u4e3a\u5176\u5e26\u6765\u66f4\u591a\u7684\u5229\u6da6\u3002\u56e0\u6b64\uff0c\u6295\u8d44\u4e8e\u7ecf\u8fc7\u6df1\u601d\u719f\u8651\u7684\u4e8b\u52a1\u6027\u8bed\u97f3\u670d\u52a1\u7684\u4f01\u4e1a\u53ef\u4ee5\u00a0\u6709\u610f\u4e49<\/em>\u00a0\u5c06\u4ece\u4e2d\u83b7\u76ca\u3002\u8bed\u97f3\u7684\u529b\u91cf\u5728\u4e8e\uff0c\u5f53\u5b83\u8fd0\u4f5c\u826f\u597d\u65f6\uff0c\u5b83\u662f\u65e0\u7f1d\u7684\u3001\u76f4\u89c2\u7684\uff0c\u800c\u4e14\u7279\u522b\u9002\u5408\u9500\u552e\u8d2d\u4e70\u5468\u671f\u77ed\u7684\u4f4e\u4ef7\u503c\u5546\u54c1\u3002\u8fd9\u6b63\u662f fmcg \u7684\u4f18\u52bf\u6240\u5728\u3002.<\/p>\n

\u7136\u800c\uff0c\u6211\u4eec\u4ecd\u5728\u7b49\u5f85 fmcg \u7684\u6740\u624b\u7ea7\u8bed\u97f3\u5e94\u7528\u7a0b\u5e8f\u3002\u5404\u54c1\u724c\u90fd\u5728\u7a33\u624e\u7a33\u6253\uff0c\u7b49\u5f85\u7740\u884c\u4e1a\u4e2d\u7684\u5176\u4ed6\u4eba\u7814\u7a76\u51fa\u5982\u4f55\u8ba9\u8bed\u97f3\u6210\u4e3a\u9500\u552e\u9a71\u52a8\u529b\u3002\u4e00\u65e6\u67d0\u4e2a\u52c7\u4e8e\u521b\u65b0\u7684\u54c1\u724c\u505a\u5230\u4e86\u8fd9\u4e00\u70b9\uff0c\u5c31\u4f1a\u6709\u4eba\u7ade\u76f8\u6548\u4eff\u3002.<\/p>\n

Fmcg \u54c1\u724c\u5e94\u8be5\u8df3\u51fa\u81ea\u5df1\u7684\u884c\u4e1a\u5bfb\u627e\u7075\u611f\u3002\u4e24\u5e74\u524d\uff0cDomino's \u5728\u4e9a\u9a6c\u900a\u7684 Alexa \u5e73\u53f0\u4e0a\u53d1\u5e03\u4e86\u8bed\u97f3\u52a9\u624b Dom\u3002\u987e\u5ba2\u8981\u6c42 Alexa \u2018\u542f\u52a8 Domino's\u2019\uff0c\u5b83\u5c31\u4f1a\u628a\u987e\u5ba2\u5e26\u5230\u5b83\u7684\u4eba\u5de5\u667a\u80fd\u5458\u5de5\u9762\u524d\u3002Dom \u5e2e\u4f60\u70b9\u9910\u3001\u56de\u7b54\u95ee\u9898\u5e76\u8ddf\u8e2a\u9001\u9910\u60c5\u51b5\u3002\u5b83\u5f88\u7b80\u5355\uff0c\u4f46\u8fd9\u6b63\u662f\u91cd\u70b9\u6240\u5728\u3002\u4efb\u4f55\u4eba\u90fd\u53ef\u4ee5\u4f7f\u7528\u5b83\u3002\u5b83\u80fd\u6ee1\u8db3\u9700\u6c42\uff0c\u4fc3\u8fdb\u8d2d\u4e70\u3002\u5b83\u8fd8\u80fd\u4e0e\u54c1\u724c\u5efa\u7acb\u4e2a\u4eba\u5173\u7cfb\uff1b\u8fd9\u5c31\u662f\u54c1\u724c\u8fd0\u4f5c\u7684\u65b9\u5f0f\uff0c\u8bed\u97f3\u53c8\u4f55\u5c1d\u4e0d\u662f\u5982\u6b64\u5462\uff1f<\/p>\n

\u2018Dom \u2019\u5c55\u793a\u4e86\u8bed\u97f3\u53ef\u4ee5\u5e26\u6765\u989d\u5916\u7684\u4eba\u6587\u5173\u6000\uff0c\u800c\u7bad\u724c\u5219\u5c55\u793a\u4e86\u8bed\u97f3\u751a\u81f3\u53ef\u4ee5\u8ba9\u7528\u6237\u8138\u7ea2\u5fc3\u8df3\u3002\u8fd9\u4e3a\u5404\u79cd\u54c1\u724c\u63d0\u4f9b\u4e86\u673a\u4f1a\uff0c\u5c24\u5176\u662f\u90a3\u4e9b\u4f60\u53ef\u80fd\u4e0d\u597d\u610f\u601d\u5728\u67dc\u53f0\u524d\u8be2\u95ee\u7684\u54c1\u724c\uff01\u8003\u8651\u4e00\u4e0b\u536b\u751f\u68c9\u6761\u3001\u675c\u857e\u65af\u6216 Anusol \u5728\u63d0\u4f9b\u4fdd\u5bc6\u5efa\u8bae\u65b9\u9762\u53ef\u4ee5\u505a\u4e9b\u4ec0\u4e48\u5427--\u5c24\u5176\u662f\u5982\u679c\u4ed6\u4eec\u80fd\u50cf Domino's \u4e00\u6837\uff0c\u5c06\u5176\u4e0e\u63a8\u52a8\u8d2d\u4e70\u7ed3\u5408\u8d77\u6765\u7684\u8bdd\u3002.<\/p>\n

\u5176\u4ed6\u673a\u4f1a\u8fd8\u5728\u4e8e\u4eba\u4eec\u4f1a\u53d1\u73b0\u771f\u6b63\u6709\u7528\u5e76\u4f1a\u53cd\u590d\u4f7f\u7528\u7684\u54c1\u724c\u670d\u52a1\uff1a\u4f8b\u5982\uff0c\u9644\u5e26\u8d2d\u7269\u6e05\u5355\u7684\u542f\u53d1\u6027\u98df\u8c31\uff1b\u8425\u517b\u548c\u8fc7\u654f\u5efa\u8bae\u3002\u505a\u4e00\u4e9b\u80fd\u6210\u4e3a\u4eba\u4eec\u65e5\u5e38\u751f\u6d3b\u4e00\u90e8\u5206\u7684\u4e1c\u897f\uff0c\u4f60\u7684\u54c1\u724c\u5c31\u4f1a\u6210\u4e3a\u987e\u5ba2\u751f\u6d3b\u7684\u4e00\u90e8\u5206\u3002.<\/p>\n

\u76ee\u524d\uff0c\u8bed\u97f3\u5728 Fmcg \u4e2d\u662f\u4e00\u79cd \"\u62c9\u52a8 \"\u5a92\u4ecb\uff0c\u800c\u4e0d\u662f \"\u63a8\u52a8 \"\u5a92\u4ecb--\u5b83\u88ab\u597d\u5947\u7684\u4eba\u4eec\u6240\u4f7f\u7528\uff0c\u800c\u4e0d\u662f\u4eba\u4eec\u7684\u7b2c\u4e00\u9009\u62e9\u3002Fmcg \u54c1\u724c\u5fc5\u987b\u8d85\u8d8a\u5bf9\u54c1\u724c\u7684\u70ed\u7231\uff0c\u5c06\u8bed\u97f3\u4f5c\u4e3a\u4e00\u79cd \u53ef\u884c\u7684\u5546\u4e1a\u5efa\u8bae<\/strong>.<\/p>\n

\u7f57\u9a6c\u4e0d\u662f\u4e00\u5929\u5efa\u6210\u7684\uff0c\u4f46\u6709\u65f6\u7b49\u5f85\u5e76\u4e0d\u5212\u7b97\u3002\u8bb8\u591a\u8d22\u5bcc\u90fd\u662f\u5728\u8fb9\u9672\u5c0f\u9547\u521b\u9020\u7684\u3002.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/p>","protected":false},"excerpt":{"rendered":"

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