Facebook 緸俒恟歘 ⴀ嵳蠒Ꝉ涯淼⛼ ➝絏緸俒恟歘❡⚌涸〄㾝䙖⸷ㄤ㉁劼 ⟄⿺ Facebook 㥵⡦⸔⸂䎛デ⚺ⴀ嵳䪈䓎կ 鎊 Benny Chu 㣐⚥⼶⼓遤⚌䚪絑椚 Facebook 涸⢪ㄐ僽餻✮➃⟌䒊霃爢纈涸⸂ꆀ雮 ⚆歲翫禹刿稒㺙կ䧮⟌涸❡ㅷ剪⸉✵Ⰼ椕鹫 30 ➉ 欽䨪䙼䟝㖈鵯焥中欽䨪㖈鵯ꅽ✽䌐✽⸔♧ず 鸣刿繠㥩涸⚆歲կ 㖈䧮⟌欰崞涸鵯⚡侨㶶傞➿➃⟌〳⟄ꥥ傞ꥥ㖑䩧 䒓緸俒恟歘❧「ꢓ靀⛙馰կ剒ꅾ銳涸僽緸俒恟 歘㖈⡲罏ㄤ掚䞔涸靀罏⛓ꢂ䵨饰♧麤尲鸑涸咕 咿雮➭⟌腊㢿荈〄䒊用ず㥩爢纈կ 䎸鎊 鵂⼧䎃⻌❇㖑⼓緸俒恟歘❡⚌涸〄㾝㥵抠㥵蚥欨荛䧭⚹岌㬛⛙欰䙖禹絡♶〳䧴緃涸絆䧭鿈ⴔկꥥ满❡⚌涸 駈鶺♶倗䒁⠽ぢ嵳㢪䋑㖞䪈䓎⚌⸉ꆀ⛲宐嶻菺넞䩛⸓盗椚䋑㖞蠒Ꝉ崞⸓䊺儑䖤䯝鉫錛聳佪桧⡛♴կ 䧮⟌鸑鵂♸ꅾ挿㹐䨪ざ⡲䲀鵳霚挿고湡剣佪ⵄ欽ぐ猫侨䰘䲿⣘涸⥌〿䎇ꂁざ荈⸓⻊鍒Ɀ倰呩䌐⸔緸俒恟歘 䎂〵䒓〄㉁넞佪䪈㣐蠒Ꝉ錞垷ㄤ盗椚ぐ고䊨⡲䲿⼮鵘蠒佪桧կ 劥涯淼⛼ⴔ區✫嵳㢪䋑㖞緸俒恟歘❡⚌涸〄㾝馋⸷ㄤ峯㻋餴雴姼㢪鵮䲿⣘♧⟧㹊欽涸蠒Ꝉ呥卹ⰻゎぐ猫㹊 ⢾鍒區⡦⚹⥌〿꯸䚍 荈⸓⻊ 錞垷⻊(SAS) 瘻殜⿺Ⱖ⢪欽倰岁⸔䝠䧭⸆ⴀ嵳絯ⱗ倝眜畎կ ⰻ㺂䲿銳 01 遤⚌峯㻋餴雴ㄤ䋑㖞馋⸷ⴔ區 ˋ 傈劥ծ㕂ㄤ㣐⚥⼶⼓涸〄㾝梡朐 02 鷓ざぐ⚡〄㾝媯涸蠒Ꝉ瘻殜 03 Facebook ⰻ㺂」梡鍒Ɀ倰呩 04 兞㾝劅 01 遤⚌峯㻋餴雴ㄤ䋑㖞馋⸷ⴔ區 1.1 ⚥傈⟱⚌涸ⴀ嵳〄㾝梡朐 1.2 嵳㢪䋑㖞緸俒恟歘❡⚌涸梡朐㥵⡦ ⚥傈⟱⚌涸 ⴀ嵳〄㾝梡朐 1.1 1.1 ⚥傈⟱⚌涸ⴀ嵳〄㾝梡朐 傈劥緸絞恟歘涸ⴀ嵳䪈䓎 恟歘䋑㖞⚆➚欰 鵂傈劥緸絞恟歘⟱⚌刿岤ꅾ帿罭㕂ⰻ䋑㖞罜䚁✵鵳ⱙ嵳㢪 䋑㖞鵯㗌㼭跗祧⡃⛖Ⰶ♶✫➭⟌涸岁滚կ罜⚂晜勉곿 ㄤ紺餘⛼ⴔꝈ庈麤ꝡ絾㢕勇➿椚㉁ⴔ侔⻊Ⱒ禹渹呏ꝡ蒜 鵳♧姿䬬넞✫ⴀ嵳䪈䓎涸ꦼ䏞կ ♶鵂鵛䎃勻䞔ⲃ姻㖈佖」傈劥欰肫桧鵶䎃♴꣭➃〡罈륁⻊ 䭯絯⸈ⶢ㕂ⰻ䋑㖞涸〄㾝兞馊勻馊㜕䘨⚹⟱⚌饥ⴀ㕂꡶鸣 ✫䗳銳勵⟝կ兰腊䩛劼涸䎛岌兜⿺䌄勻㤎劼緸畀ㄤ䎾欽䧭⚹⠛乄 恟歘涸ꅾ銳庈麤ⴔꝈꦼ곿鵓ⴎ罜鍒կ⚿⚡⢾㶩㕂⚺余恟歘 ꢓ靀涸䎂〵 Webtoon鵛勻㖈傈劥䋑㖞⛲䒓㨤䎛「妅鵓կ ⴀ嵳Ꝉ㈒崨玐 ⡲罏 㕂ⰻ 〄遤㉁ 㢪⺫ 嵳㢪〄遤㉁ 劥㖑꣡㾩Ⱆ 嵳㢪ⴔꝈ㉁ 靀罏 緸♳⛼䏅Ⱖ➭Ⱆ剪⸉ 緸♳⛼䏅湬Ꝉ剪⸉ 1.1 ⚥傈⟱⚌涸ⴀ嵳〄㾝梡朐 傈劥緸絞恟歘涸ⴀ嵳䪈䓎 嵳㢪䋑㖞涸ⰻ㺂ⴔꝈ庈麤 恟歘ⰻ㺂䒓〄㉁ㄤ歏㶩⛼㉁䏅鸑鵂䒓鳧荈剣湬Ꝉ剪⸉ず傞䔂⻊➿椚ざ⡲ 䩧Ⰶ嵳㢪䋑㖞կⰻ㺂䒓〄倰緸畀ծ䎾欽⿽盗룅♴傁剣⯝餩ⰻ㺂 ⛲䲿⣘嫦剢雧ꢓ垷䒭կ 湬Ꝉ剪⸉ ➿椚㉁ • 䎾欽緸畀 • 」梡垷䒭䎛デ雧ꢓ • 歏㶩恟歘ⰻ㺂涸嵳㢪Ꝉ㈒䱇勉 缺霖剪⸉ⴔꝈざ⡲⠑⠶ 1.1 ⚥傈⟱⚌涸ⴀ嵳〄㾝梡朐 㕂緸絞恟歘涸ⴀ嵳䪈䓎 嵳㢪䋑㖞䪈䓎 ⸷♶〳䮢 㕂緸絞恟歘㖈嵳㢪䋑㖞涸〄㾝⼧ⴔ䔂⸢կ㕂崨遤 갉⛙ㄤⶢ䒸〄崨掚惐㖈㕂ⰻ緸絞恟歘鵳ⱙ 嵳㢪䋑㖞涸ⴲ紩媯鵯肅掚惐㼆䒓〄岲㕂ㄤ⽪㽲瘝 ⚎⽂❇䋑㖞⸆♶〳尵կ鵛勻㕂緸絞恟歘䲿⣘㉁ 䒓㨤㼜湡⯕潐ⲥ⻌繠ծ妍崍ㄤ傈劥䋑㖞䋞劅➢鵯❈ 䋑㖞涸넞⟟⧩➰餩欽䨪ㄤ倝儥欽䨪魧♳ⴔ♧匉纯կ ⴀ嵳 ⾲㔔 㕂䋑㖞錞垷㣖㼭赡搬⚰ꅾ ꅾꦼⰢ⢾㥵露鎊㠗㘠ծ俒⻊ 뚡尲ծ欽䨪遤⚹䊵䒗⡎ⴀ嵳 䪈䓎⸷㖈䗳遤կ 㢴⚡곿勞㖈嵳㢪 䋑㖞「ⵌ妅鵓 鎊䞔곿勞涸邍梡㽍⚹䔂⸢⡎ⶢ䞔ծ 䞞䝄ծ猰䎑ծⱎꤗㄤ⸓⡲瘝㢴⚡Ⱖ➭ 곿勞⛲傈幯崨遤կ 1.1 ⚥傈⟱⚌涸ⴀ嵳〄㾝梡朐 ⚥㕂緸俒涸ⴀ嵳䪈䓎 ⚥㕂緸俒䋑㖞〄㾝湱䔲䧭擿 僽⚺崨㬛⛙❡⚌Ꝇ涸♳康ⰻ㺂勻彂 荈 1999 䎃饰 荈 2000 䎃饰 荈 2008 䎃饰 荈 1999 䎃䒓㨤涸緸絞俒㷖 㷱⻊ⴲ劍鵯傞㣐㢴侨靀 罏靀涸僽紺餘晜涸緸俒կ 荈 2000 䎃饰ꥥ满 ✽翫緸涸䄕饰靀罏䒓㨤 㖈緸畀♳ꢓ靀㼭霹鵯⛲ ⚹ぐ猫ⰻ㺂곿勞涸籖虽 〄㾝䒓✫剣ⵄ勵⟝կ 荈 2008 䎃饰䩛劼幷鷳桧 䭯絯䲿⼮㖈絁ꢓ靀」䖤 刿⸈⤑䰦⛲䲀⸓✫ IP 佖綘 䧭恟歘ծ⸓恟ㄤ䕧錠⡲ㅷ瘝կ ⛧♧䌄♧騟 佟䏎䪜䭯涸⚎굥 ⚥㕂佟䏎♧䌄♧騟⦸雳➢佟瘻♳䪜䭯⟱⚌䒓䬪 嵳㢪䋑㖞緸俒❡⚌⛲㔔姼䖤ⵄ蜦䖤刿꧆⾩涸 餴彂刿幡兠涸ⴀ嵳菔ぢ䭷䒸կ剒ⴲ絑鵂缺霖涸 ⰻ㺂㖈嵳㢪ꢓ靀爢纈⚥ⴔ❧た勻緸俒Ⱆ䒓㨤 荈䒊⡤낉刿⿼㥩涸ꢓ靀䎂〵կ䔲涸⚌歲곭⯓罏 馊勻馊岤ꅾ⡲劥㕼⻊ⰻ㺂䎇剣䘋㔵絗⾲ⰻ㺂 IP ⨞㢴絶䏞䋒㽷կ 1.1 ⚥傈⟱⚌涸ⴀ嵳〄㾝梡朐 ⚥㕂緸俒涸ⴀ嵳䪈䓎 ⴀ嵳⾲㔔♸䋑㖞錞垷 㣐⚥⼶⼓〄遤㉁ⴀ嵳傞⚺銳溏ꅾ⚙挿銳⛎僽넞ⵄ 嶹䋑㖞嫱㥵薉露㕂㹻㖑⼓銳⛎僽俒⻊胜兞湱⡃ 涸㖑⼓կ➢俒⻊錭䏞雷㣐⚥⼶⼓䎛デ⚺刿ꫬ滸 ⼶露㖑⼓㥵〵弩ծ倝⸈㗗ծ끩勻銯❇⟄⿺Ⱖ ➭⚎⽂❇䋑㖞㔔⚹鵯❈䋑㖞涸劥㖑⻊ꦼ䏞鳅⡛կ 餴俱勻彂iresearch 2020 ⚥㕂緸俒ⴀ嵳䫣デ http://report.iresearch.cn/report_pdf.aspx?id=3644 ⚥㕂緸俒嵳㢪靀罏➃侨⽀⡙涰♰ㄤ㟞桧 㟞桧 50 40 31.93 30 20 ⚥㕂緸俒嵳㢪靀罏➃侨⽀⡙涰♰ 49.35 25.00% 39.58 23.90% 24.70% 24.00% 23.00% 22.00% 21.00% 10 20.00% 2019 䎃 2020 䎃 2021 䎃곫崵⧩ 1.1 ⚥傈⟱⚌涸ⴀ嵳〄㾝梡朐 “ ⚥傈㕂ⰻ緸俒恟歘䋑㖞 䊺絑⼧ⴔ䧭擿ず傞⛲馋✵껒ㄤկ 〄⸂䬪㾝嵳㢪✲⚌晜㕃䊺僽㣐⸷䨾馋 瘻殜⺫䭍ⰻ㺂鳕ⴀծ⡲劥㕼⻊ⰻ㺂ծ ꅷ欽㢴呋⻊涸ⰻ㺂ッ梡䕎䒭⢾㥵 ” 剣㡮⛼ծ✽⸓佦✲⟄⿺䱲程ぐ猫 ㉁⚌垷䒭⢾㥵 IP 」梡կ 嵳㢪䋑㖞緸俒恟歘❡⚌涸 梡朐㥵⡦ 1.2 1.2 嵳㢪䋑㖞緸俒恟歘❡⚌涸梡朐 緸俒ㄤ恟歘僽氋䞔劍ꢂ剒掚꡶涸ⰻ㺂ㅷ碫 㖈氋䞔剒⚚ꅾ涸傞劍⥂䭯爢❜騄猌ծぐ猫ꣳⵖ䲃倶ㄤ㼓ꝉ䭷⟁涸㹊倶⤛⢪⠍㢴㼭霹ㄤ恟歘昶㥩罏鲮ぢ絁♳㼊䪪ꢓ靀餴彂կ 罜⚂㖈絁ꢓ靀垷䒭絛✮✫⚌⡮⡲罏ㄤ歘䋗⯎ⴔ涸䧭瑟ꢂ雮➭⟌〳⟄荈歋抳崞㖑⡲ㄤ〄䋒⡲ㅷ⣘⠍㢴靀罏ꢓ靀կ 㼭霹 ⴀ嵳ꦼ䏞 ⴀ嵳掚䏞 恟歘 ⴀ嵳ꦼ䏞 ⴀ嵳掚䏞 㼭霹㼆⠏餘缺霖涸宠ꆀ䊭㣐 鿈ⴔ㼭霹鵮⚰넞傱涸 IP 晜勉餩 劥㖑䬸ㄤ⡲罏盗椚㶸㖈䮋䧶 雽㢴Ⱆⴀ嵳䋒挿傞鿪⠔껷⯓ 䫟⽑⼶露㖑⼓䩟䲀涸䒦畮㽠僽畊✰慨捘 靀罏䘞霟䏞⡛ꤑꬋ❡ㅷ剣杝㹻ⰻ㺂⸈䧭կ 䬪㾝薉露ㄤⰦ➭露鎊䋑㖞⢾㥵⡲⽪㽲 露ծ銯棴暅露ㄤ⤜露ⰻ㺂鵳遤䋑㖞㢴⯋ ⻊䋒㽷㟞⸈佐Ⰶ勻彂կ 㖈絁爢纈荈〄㼜⚥俒㼭霹缺霖䧭薉露ㄤⰦ ➭露鎊կ 㣐㢴侨恟歘涸絚歘ㄤ』✲倰䒭 ♧䒓㨤鿪⚁⚹紺餘⛼ꢓ靀罜霃 劢ꛏ㼆獴⸓畮⠏⻊կ ꛏ㼆ⴀ嵳䋑㖞㼆ⰻ㺂⺫䭍䳃㕃ծ 俒⻊ծ㨹ぜぜ獦ㄤ㖑挿瘝鵳遤劥 㖑⻊⢪Ⱖ鼙⯝䌄剣ⴀ〡㕂涸崽ꅾ 劥㕼暵蒀鵯❈✲고涸㢅椚䧭劥ꬋ 䌢넞傱կ 䨔荛 2020 䎃傈劥侨㶶恟歘 䋑㖞錞垷➠㾀Ⰼ椕껷⡙繠㕂ㄤ 㕂稒ꥥⰦたկ 㕂緸絞恟歘エ䒸满䕧錠ⵖ⡲涸 䫏Ⰶ掚䏞곮넞⠏餘佦✲鄄缺 䬝⚹䕧錠⡲ㅷ⢾㥵㖈 Netflix ♳ 絁涸շ欫蹓㹻㔩ոㄤշ唄岲ꤎ CLASSոկ 㢊岤 ⴀ嵳ꦼ䏞邂ꆀ涸僽Ⱙ㘗㕂ⰻⴀ嵳⟱⚌䨾䠭濼涸ꦼ僒玐䏞罌贊涸㔔稇⺫䭍㕂꣢畊✰䔂䏞ծ䨾涸劥㖑⻊䊨⡲ꆀㄤⰦ➭ꥻ烯ⴀ嵳掚䏞邂ꆀ涸僽㘌湬 곭㚖涸「妅鵓玐䏞⣜䰘⚹湱Ⱒ㘌湬곭㚖ⰻ涸㹊⡤侨ꆀ僽や剣䊭㣢⟱⚌կ 侨䰘勻彂蒔榰ㅐ霧Facebook 岌㬛⛙ⴀ嵳蠒Ꝉ䭷⽂2020 䎃կ 1.2 嵳㢪䋑㖞緸俒恟歘❡⚌涸梡朐 靀罏遤⚹ⴔ區 恟歘涸⚺銳湡叻➃纈僽鳅䎃鲽涸靀罏罜緸俒涸「⠍ⴭⴔ䋒㖈ぐ⚡䎃륁媯 恟歘㛔 緸俒ㄤ恟歘 饰挿㕂꣢ WebComics • 恟歘靀罏⚥㥎䚍⽑嫱刿㣐 罜 緸俒靀罏⚥歑䚍刿㢴 • 恟歘靀罏⚥ 24 㿨⟄♴纈⡤⽑嫱 刿㣐罜緸俒靀罏⚥ 25 㿨⟄♳ 纈⡤嫱⢾刿넞 䚍ⵆ 歑䚍 㥎䚍 歑䚍 㥎䚍 歑䚍 㥎䚍 䎃륁 ⚌⸉暵䖄 16-24 25+ 68% 32% • 䭆剣⚁剣涸荈⸓⻊缺霖䊨Ⱘ♸㕂ⰻ 晜勉㉁ざ⡲蜦䖤 1,000 㢴고晜勉 • 」梡垷䒭⚺銳⚹䎾欽ⰻ餝✈➰餩 ⰻ㺂ㄤ湬乄 16-24 25+ 40% 60% • ꢓ俒꧋㔙偫♴❡ㅷ⚺銳湡叻「 ⠍⚹⚎⽂❇靀罏 • 䭆剣⚁剣涸荈⸓⻊缺霖䊨Ⱘ • 」梡垷䒭⚺銳⚹䎾欽ⰻ餝✈ ⠔プ雧ꢓ 16-24 25+ 58% 42% • 用駈繠㕂ㄤ⚎⽂❇䋑㖞 • 岤ꅾ佦✲劥㖑⻊⤑✵靀罏椚鍒 • 」梡垷䒭⚺銳⚹䎾欽ⰻ餝✈ ➰餩ⰻ㺂 㢊岤 恟歘㛔ծ饰挿㕂꣢ㄤ WebComics 涸「⠍䎃륁ㄤ䚍ⵆ侨䰘⟄ 2020 䎃 5 剢ぐ荈⚺銳ⴀ嵳湡叻䋑㖞⚥涸 Google Play ♴鲿ꆀ⚹⣜䰘կ 侨䰘勻彂App Annie ⰻ鿈侨䰘2020 䎃 6 剢宨䚪侮椚蒔榰ㅐ霧 1.2 嵳㢪䋑㖞緸俒恟歘❡⚌涸梡朐 靀罏遤⚹ⴔ區 靀罏⟄ぐ猫➰餩倰䒭餝✈ⰻ㺂涸䠑䡦䔂捘 ➰餩靀罏㼆♶ず➰餩倰䒭涸⨊㥩 嵳㢪緸俒靀罏涸➰餩䠑䡦 䭽➰餩倰䒭ⴢⴔ[1] 36.8% 涸「霄嵳㢪靀罏 剎➰餩餝✈鵂緸俒ㄤ恟歘 47% 40% 32% 21% 16% 䩧餿 䭽Ⰼ俒➰餩 雧ꢓ ⠍皂 䭽畎➰餩 㢊岤 ⣜䰘⚹蒔榰ㅐ霧✵ 2019 䎃 5 剢䒓㾝涸㖈絁靈灇呋劥➃侨⚹ 131 ➃ 侨䰘勻彂[1] 蒔榰ㅐ霧Study on China exporting web novels AppsⰌ椕侨䰘呋劥➃侨⚹ 328 ➃2019 䎃 6 剢〄䋒 嵳㢪䋑㖞靀罏➰餩䠑䡦䔂捘 䠑满嫦欽䨪䎂㖲佐Ⰶ刿넞կ 䩧餿遤⚹碫⡃✵鷅僤㔔姼䎂 〵⠔䫋⡞劼⠔䲀僈僤⡲罏կ 1.2 嵳㢪䋑㖞緸俒恟歘❡⚌涸梡朐 䋑㖞悶⸂ⴔ區 㽴盗⚎⽂❇䋑㖞㔔俒⻊湱⡃䚍⠏⸷罜䧭⚹껷鷥涸ⴀ嵳湡叻䋑㖞 ⡎繠㕂䋑㖞⳪䔂㣐餝✈⸂䧭⚹ⴀ嵳ꅾ㖑կ 繠㕂歏㶩〄遤㉁涸佐Ⰶ錞垷 [1] ⽀⡙涰♰繠⯋ 8000 7000 6000 5000 5,905 5,523 5,689 5,805 6,071 6,397 6,702 6,880 6,949 4000 3000 2000 1000 0 2017 2018 2019 2020 2021 2022 2023 2024 2025 侨䰘勻彂[1]https://www.statista.com/outlook/dmo/digital-media/epublishing/ebooks/united-states#revenue 1.2 嵳㢪䋑㖞緸俒恟歘❡⚌涸梡朐 繠㕂僽緸俒恟歘涸ⴀ嵳ꅾ㖑 ⻌繠㖑⼓ぐ㕂涸緸絞恟歘䋑㖞⟟⧩⟧괄2020 䎃 7.98% 㟯銯ㆥ 21.36% ⸈䭭㣐 70.66% 繠㕂 侨䰘勻彂 Fortune Business Insights,2021 䎃 2020 䎃⻌繠緸絞恟歘䋑㖞涸⟟⧩馄鵂 17 ➉繠⯋ USD 1,777.36 million 䎇곫雦㼜 㖈 2028 䎃馄鵂 33 ➉繠⯋ USD 3,363.24 million կ㺢酕➃〡㢴歏㶩霃㢊兜⿺桧넞 ♳緸勵⟝⠏馊⸓恟㾝㖈⻌繠ぐ㕂⚿⸅䨾剣 鵯❈㔔稇Ⱏず鸣✫♧晙将㕼끮⸓䋑㖞涸䘯 鸟〄㾝կ 1.2 嵳㢪䋑㖞緸俒恟歘❡⚌涸梡朐 繠㕂僽緸俒恟歘涸ⴀ嵳ꅾ㖑 繠㕂歏㶩⛼嶊餩罏涸䎃䏞䎂㖲佅ⴀ繠⯋嫦嶊餩罏⽀⡙雦 2011 䎃荛 2019 䎃 䎃䏞䎂㖲佅ⴀ繠⯋ 35 30 30.18 28.54 25 23.58 24.96 21.31 20 19.50 19.70 15 12.83 13.62 10 5 0 2011 2012 2013 2014 2015 2016 2017 2018 2019 87% 涸嵳㢪歏㶩⛼靀罏䎂㖲嫦妃蔄餩 117 ⴔꛦꢓ靀緸絞㼭霹欽勻佞匠荈䧮ծ ⠅ꢀ㬛⛙կ⚥㕂䎛デ⚺涸ⴀ嵳」梡湡叻 ⴔ⚹⚙碫䭽畎➰餩涸넞⟟⧩䎾欽ⰻ餝 ✈31% 涸歏㶩⛼靀罏邍爙剎㖈緸俒䎾 欽ⰻ餝✈鵂ⰻ㺂⟄⿺䎾欽ⰻ䎛デ IAA 崨ꆀ䌄勻涸佐Ⰶկ 1.2 嵳㢪䋑㖞緸俒恟歘❡⚌涸梡朐 」梡ⴔ區 呏䰘靈灇馄鵂 87.1% 涸嵳㢪緸俒靀罏䡦䠑 ➰餩ꢓ靀⚥㕂緸俒կ 㼆✵➰餩餝✈涸♶ず垷䒭䭽畎䧴䭽Ⰼ俒 ➰餩㖈嵳㢪靀罏⚥䱹「䏞剒넞2020 䎃鵯 ⚙猫垷䒭涸⽑嫱ⴔⵆ⚹ 42.4% ㄤ 43.7% կ 侨䰘勻彂 [1] 蒔榰ㅐ霧 2020 䎃⚥㕂緸絞俒㷖ⴀ嵳灇瑕䫣デ 蒔榰ㅐ霧 2020 䎃⚥㕂緸絞俒㷖ⴀ嵳灇瑕䫣デ[1] ⠍皂 䩧餿 ⠔プ 䭽畎➰餩 䭽Ⰼ俒➰餩 0.00% 7.40% 10.00% 19.20% 22.90% 20.00% 30.00% 42.40% 43.70% 40.00% 50.00% 1.2 嵳㢪䋑㖞緸俒恟歘❡⚌涸梡朐 ⚥㕂ⴀ嵳緸俒靀罏涸ꢓ靀汥挿 5.9% 緃⛘❜崨庈麤 7.9% 偽岁椚鍒佦✲胜兞 8.1% 欽䨪⡤낉妁⢕ 10.0% 偽缺霖晜劥 畎蒜刿倝鸟䏞 刿倝綕䢨⨢刿馄鵂 32.2% 涸靀罏⛲ 鷥䭊✫鵯⚡⾲㔔կ劢勻ⰻ㺂餘ꆀㄤ缺霖 餘ꆀ䧴㼜䧭⚹㟞䔂畊✰⸂涸⚙㣐佅叙կ 侨䰘勻彂蒔榰ㅐ霧 2020 䎃⚥㕂緸絞俒㷖ⴀ嵳灇瑕䫣デ 32.2% 畎蒜刿倝鸟䏞 缺霖餘ꆀ곿 缺霖餘ꆀ䧭⚹嵳㢪靀罏ꢓ靀⚥㕂ⴀ嵳緸 俒涸剒㣐ꥻ烯⽑嫱馄鵂 35.8%կ畎蒜 刿倝鸟䏞ⴭ僽稒ꥥⰦた涸♧⚡汥挿կ 35.8% 缺霖餘ꆀ곿 02 鷥㼆ⴀ嵳蠒Ꝉ瘻殜 2.1 痦 1 媯 䎛デ䠑稇勞ⵖ⡲ 2.2 痦 2 媯 㡫㣐欽䨪纈䲿⼮殆㶸桧 2.3 痦 3 媯 䮔䱡倝㉁劼㹊梡㢴絶䏞〄㾝 2.0 鷥㼆ⴀ嵳蠒Ꝉ瘻殜 Facebook ⚹⟱⚌ⴀ嵳涸嫦⚡媯⥂끻䫡菔 媯 1 䎛デ䠑 稇勞ⵖ⡲ 媯 2 㡫㣐欽䨪纈 䲿⼮殆㶸桧 媯 3 䮔䱡倝㉁劼 㹊梡㢴絶䏞〄㾝 痦 1 媯 䎛デ䠑稇勞ⵖ⡲ 2.1 2.1 䎛デ䠑稇勞ⵖ⡲ 痦 1 媯 ⚹鵳ⱙ倝䋑㖞ⵖ⡲ㄤ崵霚䎛デ䠑稇勞 姼媯涸⟣⸉ • ⚹鵳Ⰶ倝䋑㖞䧴倝䎾欽 〄䋒ⵖ⡲䎛デ䠑稇勞 䌢錛䮋䧶 剣ㆭ❈ • 緃⛘峯㻋餴雴勻✫鍒靀罏㋐㥩 偽岁㖈ⵖ⡲䠑傞⯎ⴔ⨞ⵌ剣涸 佞濶 • 㼆㥵⡦㊤⸈ⵄ欽嫦猫䎛デ呔䒭 雩霋♶駈 • 䠑崵霚佪桧⡛♴ 'BDFCPPL㥵⡦ ⸔䝠♧苮⛓⸂ • 䠑剒⢕㹊騨唬叅幡⽀ • 䠑稇勞㢴⯋⻊ 2.1 䎛デ䠑稇勞ⵖ⡲ 䠑剒⢕㹊騨 ✫鍒欽䨪㖈 Facebook 嶊餩ⰻ㺂涸倰䒭 霃雦䠑稇勞ㄤ崵霚呥卹⠏⻊䠑邍梡 01 欽䨪껷⯓岤䠑ⵌ涸 僽㕃⫸ A 蕯䟝エ䒸欽䨪岤䠑⸂ 㕃⫸僽剒ꅾ銳涸⯋稇կ 㕃⫸♴倰涸叻곿僽剒ꅾ銳涸俒呩կ B 叻곿䗳곢1) 幡嘽䲽鶣⛼湡❡ㅷ2) 霹僈挿ⴁ䎛デ 〳蜦䖤涸⟟⧩⢾㥵✫鍒⟟呔ծ⛼ぜ瘝կ 䎛デ俒劥僽痦✳ꅾ銳涸俒呩կ C 俒㶶銳礵皍䲿⣘刿㢴胜兞⥌䜂 ⢾㥵⛼湡皍➝ծㅷ晥⥌䜂瘝կ D 㥵卓欽䨪㼆䎛デ䠭Ⱓ馰罌贊挿ⴁ遤⸓〿〮䭽꛵ ⴭ➭⟌剒た〳腊鵮⠔溏溏ㅷ晥緸㖧瘝⥌䜂կ 数据来源: https://www.facebook.com/business/news/insights/creative-considerations-for-direct-response-campaigns 02 㕃♸錠곸絕ざ 〳䌄勻刿⢕䧭佪 Facebook 㼆Ⰼ椕 49 ⚡♶ず涸蠒Ꝉ崞⸓䒓㾝✫♧고 靈灇〄梡♸➑⢪欽㕃涸蠒Ꝉ崞⸓湱嫱絕ざ⢪ 欽㕃ㄤ錠곸涸蠒Ꝉ崞⸓㹊梡涸鲮⻊䲿⼮넞ⴀ 17% կ + 㕃 錠곸 2.1 䎛デ䠑稇勞ⵖ⡲ 䠑剒⢕㹊騨 ⵖ⡲獴⸓畮⠏⯓涸䠑稇勞 佞䩛雮劼㐼㷖⛴禹絡➿䝠⠏⻊ 1 雷鶣礵䕙ㅷ晥佦✲ ♸湡叻「⠍䒊用刿帿ⵠ涸 䞔䠭翫絕 2 ⢪欽䫟滚涸㕃⫸ㄤ 獴⸓畮⠏⯓錠곸 5 렽⸠欽䨪ꅷ》 遤⸓ 烁⥂遤⸓〿〮瑲ⴀ儑滚 ♸佦✲㺙ⴗ湱Ⱒ 6 幑⸈㢴⟧㕃⫸ㄤ 俒劥稇勞 ⢪欽⸓䙖稇勞⠏⻊⸆腊雮禹絡 荈⸓ぢ欽䨪㾝爙剒〳腊䒸饰⿿ㆇ 涸䠑絆ざ 3 ⢪欽皍僈䪦銳涸 䎛デ俒呩 勻邉⯎㕃⫸ぢ「⠍➝絏䝠涸❡ㅷㄤ佦✲ 7 呏䰘晜⡙㹁ⵖ稇勞 呏䰘「⠍遤⚹ㄤぐ晜⡙剒⢕㹊騨勻 㹁ⵖ䎛デ烁⥂䎛デ腊㖈㽴〳腊㢴 晜⡙䫏佞 4 㾝梡ㅷ晥叻霋 䩧ㆇㅷ晥濼ぜ䏞 8 䠑抳䠭 霄 Facebook 抳䠭〄晜㗌 ㄤ䎛デ餴俱䎽錜䷑⠏猖⡲ㅷ 㼊䪪䠑抳䠭 2.1 䎛デ䠑稇勞ⵖ⡲ 䠑剒⢕㹊騨 ⵖ⡲獴⸓畮⠏⯓涸䠑稇勞 佞䩛雮劼㐼㷖⛴禹絡➿䝠⠏⻊ ➊⛎僽獴⸓畮⠏⯓錠곸䎛デ 獴⸓畮⠏⯓錠곸䎛デ (Video Ad) ⚁꡶ꛏ㼆欽䨪 欽䩛劼錜溏ⰻ㺂涸⛴䟗罜霃雦կ 䘯鸟䫋⡞ 「⠍岤䠑⸂ 霃雦傞罌贊 갉乄佞梠㞯 䊫㦪涸 錠錣匬㕃 㖈 15 猲ⰻ㸤䧭 ㅷ晥⥌䜂涸⠛鷻 ず傞⥂霆剣㡮乄佞傞 刿⟁➃䠄䝝 餤ざ欽䨪㖈䩛劼♳ 錜溏ⰻ㺂涸⛴䟗 2.1 䎛デ䠑稇勞ⵖ⡲ 䠑稇勞㢴⯋⻊ ⵖ⡲㢴⯋⻊涸䠑稇勞 雮靀罏䞞㋐鵶鵶 嫦⟝❡ㅷ鿪剣Ⱖ荈魧涸欰ㄐワ劍䲀䎛❡ㅷ涸䎛 デ䠑ず呋㥵姼կ刿倝䎛デ䠑剣⸔✵傞ⵠ稒騈 䋑㖞굥ぢ⚹梡剣靀罏䌄勻䞞㋐エ䒸傊䠑劢 腊䯲䯝ⵌ涸倝靀罏կ 銳⚹欽䨪䌄勻倝䠑♶腊〫⣜ꬑ♧猫碫㘗涸䠑կ ꥥ傞ⲥ㢊⯎駈㢴呋涸䠑稇勞㢊欽♶➑雮䧮⟌ 腊䘯鸟ㆇ䎾」⻊㢴畮涸䠑欰ㄐワ劍罜⚂⢪䧮 ⟌腊ꥥ劼䎾」抳崞䎾㼆劢濼䞔ⲃկ ⛼湡ⰻ㺂䶰䔶雮「⠍ ⯓漾⚹䘯 䒸Ⰶ蠒Ꝉ 倝䙼騟 ⚪㺢곿勞 嵳ꆀ䎽㶸 礵䕙ⶢ䞔 2.1 䎛デ䠑稇勞ⵖ⡲ 䠑稇勞㢴⯋⻊ ⵖ⡲㢴⯋⻊涸䠑稇勞 雮靀罏䞞㋐鵶鵶 ⚪㺢곿勞 ぢ湡叻「⠍㾝爙⚪㺢㢴呋涸⛼湡곿勞կ⢪欽礵ㅷ吃䎛デ (Collection Ad) 倰⤑欽䨪♧妃崹錢㢴⚡곿勞エ䒸➭⟌鲮⻊կ 㼭餤㡦⢪欽곝鿈涸⚺䩧錠곸エ䒸欽䨪挿ⴁ䎛デ霫絈✫鍒ⰻ㺂곿勞կ 嵳ꆀ䎽㶸 銳㾝爙嵳ꆀ䎽㶸⛼湡倰岁㢴猫㢴呋կ⢾㥵⢪欽⸓歘佪卓雮♧劥劥⛼紹荛尞勻 㞅忘䩛劼㾓䍋⟁靀罏䠭「⛼湡侨ꆀ涸⚪㺢կ 㼭餤㡦輑Ⰶ康䧬⡤낉䩧鸣〳✽⸓涸䎛デ䠑䲿⼮♸䏞ㄤ挿ⴁ桧կ 礵䕙ⶢ䞔 偽雿ㆭ猫곿勞鿪剣♧❈礵䕙ծ䩾➃䗱䓛涸ⶢ䞔㤛騟կ⢾㥵エ過뇫㖈ⰻ䗱䮤䩟銳♶銳エ䗱♳➃涸過 㥟➭錣䖤⠶⣥㼆荈䊹♶䘞涸〳腊䚍剣㢴㣐 嫦猫곿勞鿪剣荈䊹涸ⶢ䞔㤛騟㼆姼䧮⟌〳ꛏ㼆嫦猫곿勞霃用蕯䎁⚡㖞兞欽⡲䎛デ䠑կ 㼭餤㡦雮「⠍♸ⵌⶢ䞔涸〄㾝⛓⚥⢪欽⾲欰䊨Ⱘ䩧鸣崨歧涸✽⸓⡤낉կ 痦 2 媯 欽䨪㟞ㄤ殆㶸 2.2 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 痦 2 媯 㡫㣐欽䨪纈䲿⼮殆㶸桧 姼媯涸⟣⸉ • ⴲ劍崵霚絕勲た䪈㣐䫏 餴錞垷勻✰》蜦䖤刿㢴倝 欽䨪 • 䒓㾝ⱄ蠒Ꝉ剒㣐ꣳ䏞䲿 ⼮梡剣靀罏涸䫏餴㔐䫣ㄤ 殆㶸桧 䌢錛䮋䧶 剣ㆭ❈ • ꦼ⟄㖈絶䭯珘㹁邍梡涸ず傞䪈㣐 䫏餴 • ꦼ⟄䩛⸓盗椚㣐錞垷䎛デ鵘蠒ծ 佟瘻ざ錞ㄤ侨䰘ⴔ區 • ♶✫鍒㥵⡦ⵖ㹁ⱄ蠒Ꝉ瘻殜 'BDFCPPL㥵⡦ ⸔䝠♧苮⛓⸂ ⦶⸔ Facebook 涸⥌〿꯸䚍 荈⸓⻊ 錞垷⻊ (SAS) 瘻殜䝠㖈⟄♴倰㼜刿⸈䖤䗱䎾䩛 蜦》倝欽䨪⥂䭯珘㹁邍梡⟄⿺䒓㾝ⱄ蠒Ꝉ 勻䮔䱡梡剣欽䨪涸剒㣐⟟⧩ ⥌〿 荈⸓⻊ 錞垷⻊ Signal Automation Scalability 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 SAS 策略助您制胜 SAS ⥌〿 荈⸓⻊ 錞垷⻊ Signal 㖈靀罏⡤낉⾎玐涸ぐ⚡媯 䯲䯝嫦♧勵ꅾ銳⥌〿欽✵ 「⠍㹁⡙ծ⠏⻊ㄤ䧭佪ⴔ區 Automation ⢪欽 Facebook 䎛デㄤ API 鍒Ɀ 倰呩荈⸓⻊䎛デ⠏⻊ㄤ鵘蠒崨 玐䲿⼮侮⡤佪桧ㄤ蠒Ꝉ佪卓 Scalability 礵䗱錞ⴢ䋑㖞瘻殜絶䭯錞 垷⻊䪈ㄤ〳䭯絯〄㾝䙖⸷ 㹊梡⚌⸉㟞 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 SAS 策略助您制胜 S ⥌〿 Signal 㖈靀罏⡤낉⾎玐涸ぐ⚡媯 䯲䯝嫦♧勵ꅾ銳⥌〿欽✵ 「⠍㹁⡙ծ⠏⻊ㄤ䧭佪ⴔ區 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 䯲䯝ざ鷓⥌〿 Ⰼ怩修蠒Ꝉ瘻殜 ✫鍒靀罏涸侮⚡嶊餩⾎玐烁㹁䎛デ蠒Ꝉ涸Ⱒꝶ蒜挿ㄤ⥌〿 2 ♸✽⸓ 1 エ䒸Ⱒ岤 6 䘞霟䏞 ♸〡烵⠛乄 靀罏涸嶊餩⾎玐 5 殆㶸 3 餝✈䠑ぢ 倝欽䨪蜦》 䪪ⵌ㼆ꢓ靀㼭霹恟歘䠭Ⱓ馰涸悶㖈靀罏կ 4 梡剣欽䨪ⱄ蠒Ꝉ 餝✈ 䫏佞㹁ⵖ⻊涸䎛デエ䒸梡剣靀罏 ⱄ妃Ⱒ岤䲀⸓➭⟌㸤䧭餝✈ 䲿⼮殆㶸桧ㄤ䘞霟䏞կ 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 Ⰼ怩修蠒Ꝉ瘻殜 䯲蜦嶊餩怩修ぐ⚡媯涸Ⱒꝶ⥌〿 㼜䠑ぢ鲮⻊⚹Ꝉ㈒ 㖈倝ㅷ〄䋒蠒Ꝉ⚥䎛デ⚺鸑䌢⠔ꅾ挿Ⱒ岤怩修♴㽻䧭佪䋞劅⦶ 姼㼜⽀妃㸝鄳餩欽 (CPI) ꣭荛剒⡛剒㣐ꣳ䏞䲿⼮䫏餴㔐䫣կ♶鵂 ꥥ满❡ㅷ䋑㖞馋✵䧭擿䎛デ⚺㼜⚰倝涸䮋䧶⢾㥵「⠍껒ㄤծ 䋑㖞畊✰慨捘瘝կ Ⰼ怩修蠒Ꝉ瘻殜雮䎛デ⚺㼜滚⯕䒁⠽荛怩修♳㽻慨〄彂㣢崞宐 䪈㣐悶㖈「⠍➃侨䩧ㆇ䋑㖞濼ぜ䏞蠒鸣䊵䒗⻊畊✰⠏⸷剒絊 鸣獤匧涸Ꝉ㈒㔐䫣կ Facebook 涸灇瑕邍僈怩修♳㽻䭷叻⢾㥵䎛デ㔐䟝䏞ㄤㅷ晥濼 ぜ䏞♸Ꝉ㈒佪桧⛓ꢂ㶸㖈姻湱ⰢⰢ禹կ 侨䰘勻彂Global CPG Campaigns with both Brand and Conversion Lift Studies，2017-2018 Ꝉ㈒佪桧 vs. ㅷ晥濼ぜ䏞佪桧 錞垷⻊佪卓 碫蠒Ꝉ佪桧 Ⱒ翫䏞 = 0.55 錞垷⻊ㅷ晥蠒Ꝉ佪桧 Ꝉ㈒佪桧 vs. 䎛デ㔐䟝䏞佪桧 錞垷⻊佪卓 碫蠒Ꝉ佪桧 Ⱒ翫䏞 = 0.30 錞垷⻊ㅷ晥蠒Ꝉ佪桧 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 Ⰼ怩修蠒Ꝉ瘻殜 䯲蜦嶊餩怩修ぐ⚡媯涸Ⱒꝶ⥌〿 㼜䠑ぢ鲮⻊⚹Ꝉ㈒ 潜在读者开始寻找内容 侨䰘勻彂Global CPG Campaigns with both Brand and Conversion Lift Studies，2017-2018 䎃 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 Ⰼ怩修蠒Ꝉ瘻殜 ⢪欽 Facebook Ⰼ怩修蠒Ꝉ瘻殜 1. 絕ざ⢪欽㢴⚡湡叻 䩧 ㅷ晥濼ぜ䏞 ㆇ ㅷ エ䒸悶㖈靀罏涸岤䠑⸂➭⟌〳腊鵮 晥 ♶擿䜪䝠涸❡ㅷ կ 濼 ぜ 䏞 崨ꆀ エ ⚹緸畀䎾欽㉁䏅䒸崨雮欽䨪霫絈 䒸 ✫鍒䝠涸❡ㅷկ 崨 ꆀ 㸝鄳ꆀㄤ餝✈ꆀ 欽 䨪 エ䒸➰餩䠑䡦鳅넞涸欽䨪㸝鄳䎾欽䧴 蜦 㖈緸畀䎾欽⚥餝✈կ 》 2. 㹁ⵖ䎛デ䠑 䩧鸣ㅷ晥䕎韌 ⵄ欽⺫ゎꄀ湡ㅷ晥⥌䜂蠒Ꝉ⥌䜂涸䠑㖈悶㖈靀罏 纈⚥䩧ㆇㅷ晥ㄤ❡ㅷ濼ぜ䏞կ⢾㥵ꢓ靀䌄⡹鵳Ⰶ 㣼䎑⚆歲〷霜紩傈恟ㄤ恟歘涸㣔㛔կ 欽❡ㅷ絈蒜邉⯎䠑 㾝爙刿㢴⛼湡ⰻ㺂絈蒜❡ㅷ暵䖄慨〄欽䨪Ⱓ馰 エ䒸➭⟌✫鍒霫䞔կ⢾㥵刿倝鸟䏞䘯 㶸⛼馄 10,000 ⱃ㢴猫곿勞〳鷥 15 猫 곿勞涸䖤㤙恟歘⟣⡹鷥䭊կ 3. 「⠍㹁⡙ ⵄ欽㺈岌「⠍㹁⡙剒㣐⻊銻渷➃侨 ⢪欽㺈岌涸Ⱓ馰ծ㕂㹻㖑⼓ㄤ➃〡絡雦侨䰘㹁⡙ 剒㣐ꣳ䏞㟞⸈〳腊銻渷涸➃侨կ ぢ悶㖈嶊餩罏ⱄ蠒Ꝉ ぢ⟄♴⚙碫「⠍ⱄ蠒Ꝉ剎♸怩修♳㽻䎛デ ✽⸓鵂涸欽䨪⟄⿺♸梡剣靀罏Ⱓ馰ㄤ遤⚹湱⡃ 涸➃纈կ 䔂剣⸂涸遤⸓〿〮 㖈㾝爙⛼湡ⰻ㺂絈蒜❡ㅷ暵䖄涸ず傞⛲銳幑⸈ 䔂剣⸂涸遤⸓〿〮䲿⼮㸝鄳ꆀ餝✈ꆀ㼜欽䨪 鲮⻊⚹靀罏կ⢾㥵用⽰♴鲿ꢓ靀〷♳剒㥩溏 涸鎊䞔㼭霹嫦傈⯝餩溏勵恟կ エ䒸넞䠑ぢ欽䨪 䯲䯝䨾剣넞䠑ぢ欽䨪⺫䭍剎㖈怩修♳㽻⚥㽻 䎛デ⚥邍ꪪⴀⰣ馰涸欽䨪⟄⿺♸梡剣靀罏Ⱓ馰 ㄤ遤⚹湱⡃涸➃纈կ 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 ⱄ蠒Ꝉ瘻殜 ⵄ欽ⱄ蠒Ꝉ瘻殜帿䮔 怩修♴㽻涸⟟⧩ ꢓ靀遤⚌䎛デ⚺鸑䌢㼜礵⸂꧋⚥㖈倝欽䨪蜦》♳䙐殜✫ぢ梡剣欽䨪ⱄ蠒Ꝉ 剒㣐ꣳ䏞䮔䱡欽䨪絊欰⟟⧩涸ꅾ銳䚍կ靈灇儑爙馄鵂 75% 涸䎾欽欽䨪䩧䒓 ♧妃䎾欽た㽠宕鵴㖑崨㣟䱈✫[1] կ ⱄ蠒Ꝉ䎛デ剣⸔✵ꅾ倝エ䒸崨㣟欽䨪㼜➭⟌鲮⻊⚹➰餩欽䨪䲿⼮欽䨪殆㶸桧կ 䯲䯝梡剣欽䨪涸刿㢴⥌〿⢾㥵➭⟌涸ꢓ靀⛴䟗ㄤ嶊餩垷䒭䎛デ⚺〳䰘姼넞佪 烁㹁ㆭ❈悶㖈靀罏涸䠑䡦刿넞搬た⚹➭⟌㹁ⵖ⠏䟃䲿⼮蠒Ꝉ崞⸓涸侮⡤佪桧կ ♲姿䒊䧭⸆涸ⱄ蠒Ꝉ䎛デ 1. 䯲䯝ざ鷓⥌〿 2. 䭽遤⚹ㄤ⟟⧩ 絈ⴔ靀罏 3. 㹁ⵖ⠏䟃ㄤ䠑 ⥌䜂 侨䰘勻彂 [1] շ餒㺢ո https://fortune.com/2016/05/19/app-economy/ 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 ⱄ蠒Ꝉ瘻殜 㥵⡦ꅷ欽 Facebook ⱄ蠒Ꝉ瘻殜 呏䰘欽䨪遤⚹㼜靀罏絈ⴔ⚹ 碫Ⱒꝶ「⠍纈⚹嫦⚡絈ⴔ「⠍纈㹁ⵖ䠑ㄤ蠒Ꝉ⥌䜂 忘駈ぐ⚡「⠍纈涸杝暵宠넞佪㹊梡⚌⸉湡叻կ 絈ⴔ「⠍ 1 崞駟涸 ➰餩欽䨪 湡朐䙖 䔲崞駟⚂➰餩ꢓ靀 㹁⡙勵⟝ 鵂 XX 㣔⢾㥵7-14 㣔ⰻ 剎➰餩餝✈鵂 湡叻 鷅⸈Ꝉ㈒ 蠒Ꝉ⥌䜂 • 倝⛼畎蒜刿倝䲿ꄀ • 䌢錞䎾欽ⰻ䲀䎛 2 ➰餩䠑䡦넞涸 靀罏 崞駟⡎劢➰餩 鵂 XX 㣔⢾㥵7-14 㣔ⰻ 剎㽂霚鵂鍒ꝉ➰餩畎蒜⸈Ⰶ 餝暟鲨⡎劢餝✈ 㸤䧭餝✈ • 䲿ꄀ欽䨪餝✈Ⱖ剎⸈Ⰶ 餝暟鲨涸⛼湡 • ⚁㾩⠏䟃⟟ 3 䊺崨㣟涸 ➰餩靀罏 4 崞駟涸 ꬋ➰餩靀罏 5 䊺崨㣟涸 ꬋ➰餩靀罏 擿䜪䎾欽⚂♶⛉ 剎➰餩餝✈鵂 䔲崞駟⡎劢➰餩 剣♧媯傞ꢂ劢剎⢪欽鵂 䎾欽⚂劢➰餩 鵂 180 㣔ⰻ剎餝✈鵂⡎鵂 XX 㣔ⰻ劢餝✈ 25% 涸崞駟欽䨪剎㖈鵂 XX 㣔⢾㥵30 㣔ⰻ崹錢鵂 ⡎劢餝✈ エ䒸欽䨪ⱄ䏞崞駟饰勻 • 掚꡶➰餩⛼湡䲀虛 • 罈靀罏㔐䔱䫔䩾⠏䟃 鲮⻊⚹➰餩靀罏 • 掚꡶➰餩⛼湡䲀虛 • 껷妃餝✈䫔䩾⠏䟃 鵂 180 㣔ⰻ剎崹錢鵂ⰻ㺂⡎劢 エ䒸欽䨪ⱄ䏞崞駟饰勻 餝✈䱗ꤑ痦 4 碫崞駟涸ꬋ➰餩靀罏 䎇㼜Ⱖ鲮⻊⚹➰餩靀罏 • 掚꡶➰餩⛼湡䲀虛 • 껷妃餝✈䫔䩾⠏䟃 㼭餤㡦 呏䰘梡剣欽䨪涸㋐㥩㹁ⵖⱄ蠒Ꝉ 䎛デ涸䠑ㄤ㾝爙涸⛼湡♸ 䌢錞涸欽䨪蜦》䎛デ⸈⟄⼓ⴔկ 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 鷅驶ざ鷓⥌〿 ✲⟝ㄤ侨 䯲䯝♸䨾剣Ⱒꝶ乼⡲湱Ⱒ涸⥌〿 欽✵鷅驶ㄤ⠏⻊ 烁㹁侮⚡欽䨪⡤낉⾎玐⚥涸䨾剣Ⱒꝶ乼⡲⟄⤑鷅驶䎾欽緸畀⚥涸䨾剣 ꅾ銳⥌〿搬た䰘姼⠏⻊䎛デկ 䯲䯝ⵌ涸⥌〿〳欽✵「⠍䒊ծ䫏佞⠏⻊ծ邍梡鷅驶ㄤ⸓䙖䎛デ䒊կ Ⱒꝶ乼⡲ ⯎⧩ ꢓ靀哥嚋 ⲥ㢊⯎⧩ ⢪欽ꆄ䋏鍒ꝉ➰餩畎蒜 䵂程 ⸈Ⰶ⛼卹 䌢錞䎾欽ⰻ䲀䎛 ⢾㥵皊ⵌ 䎾欽ⰻ霉ⴔ殆鎊 欽䨪涬䔶 䲀虛涸✲⟝ 餝暟[1] 叅溏ⰻ㺂[1] ⸈Ⰶ餝暟鲨[1] 蔄餩挿侨 䵂程 ⸈Ⰶ䗱䡦⽀ 㸤䧭Ⱒ⽓ 霉ⴔ 㸤䧭岤ⱃ 侨 Value⟟⧩ Currency餗䋏 content_ids[1]ⰻ㺂綘〿 content_nameⰻ㺂ぜ獦 content_categoryⰻ㺂碫ⵆ content_type[1]ⰻ㺂碫㘗 search_string䵂程㶶痗⚮ 霹僈 ♸✲⟝Ⱒ翫涸侨⧩⢾㥵餝✈ꆄ괄 䨾䭷㹁涸⟟⧩⢪欽涸餗䋏碫㘗կ 䗳곢⚹餝暟✲⟝幑⸈姼侨[1] ♸✲⟝Ⱒ翫涸❡ㅷ綘〿⢾㥵⛼湡綘〿 ♸✲⟝Ⱒ翫涸⛼ぜ ♸✲⟝Ⱒ翫涸ⰻ㺂碫ⵆ⢾㥵⛼湡곿勞 霃⚹product㉁ㅷ 欽䨪䪄遤涸䵂程叅霧➑♸䵂程✲⟝ 䵨ꂁ⢪欽 [1>霃縨⸓䙖䎛デ (Dynamic Ad) 傞䗳곢幑⸈ 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 鷅驶ざ鷓⥌〿 鲮⻊ "1* 鸑鵂鲮⻊ API ⴔ❧刿㢴侨䰘 鵳♧姿㟞䔂緸畀蠒Ꝉ崞⸓涸邍梡 䧮⟌䒊雳䎛デ⚺㖈⢪欽 Pixel ⫸稇➿瀦涸ず傞⛲ꅷ欽鲮⻊ API 湬䱹➢剪⸉㐼 ⴔ❧侨䰘⟄⤑㽴䱍Ⰼ怩修蠒Ꝉ侨䰘䵨䒊刿〳ꬑ涸侨䰘ⴔ❧鸑麤կ ⢪欽鲮⻊ "1*涸㥩㢅 1. 侨䰘䱽ⵖ 䱽ⵖⴔ❧涸侨䰘⿺ⴔ❧傞劼կ 2.㸝Ⰼ〳ꬑ涸侨䰘ⴔ❧ 鸑鵂鲮⻊ API ⴔ❧侨䰘銳嫱㛇✵崹錢㐼涸侨䰘ⴔ❧倰䒭刿⸈〳ꬑ㔔⚹鲮⻊ API ♶僒「ⵌ崹錢㐼䄶弯䧴緸絞鵶䱹瘝곿涸䕧ㆇկ 3.㽴䱍Ⰼ怩修侨䰘 刿⸈帿Ⰶ㖑ⶆ區ㄤ✫鍒湡叻➃纈կ䎛デ⚺〳⟄罌嫱湡涸 Pixel ⫸稇➿瀦侨䰘 刿䎛岌涸侨䰘勻〄䋒䎛デ⢾㥵 CRM 侨䰘ծ怩修♴㽻✲⟝⺫䭍⠏餘絁程 䧴騗緸畀鲮⻊騟䖈侨䰘瘝կ 霫䞔霼霄 https://www.facebook.com/business/m/one-sheeters/conversions-api •鲮⻊ API 㼣ꅾ Facebook 欽䨪涸ꥧ猙鷥䭊 䝠涸剪⸉㐼 鲮⻊ API 欽䨪 䝠涸緸畀 Pixel ⫸稇➿瀦 呩⢾ ⴔ區 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 WEBTOON Ent. 䫏佞ㅷ佪ざ♧涸蠒Ꝉ崞⸓た 끮⸓ㅷ晥雩濼ㄤ鲮⻊桧㹊梡⿽䲿⼮կ +16.4 挿 叻ⲥ䎛デ㔐䟝䏞 +49.8% 叅溏ⰻ㺂 +12.6 挿 叻ⲥㅷ晥濼ぜ䏞 +23.2% 䎾欽㸝鄳ꆀ ⯝餓㡮僈䨾剣䧭佪㖲⚹荈䫣侨䰘鵯❈䧭絫♶〳㸤Ⰼ㢕ⵖկ♧菚罜鎊♶ず蠒Ꝉ崞⸓涸䧭佪⠔㶸 㖈䊵䒗կ 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 Comic Cmoa NTT Solmare Corporation 赡搬 Comic cmoa 涸鵘蠒㉁ NTT Solmare 鵂♧湬㖈 Facebook 䫏佞佪卓碫ㄤㅷ晥碫䎛デ⡎➢劢湬錜✫鍒鵂⚙罏⛓ꢂ涸⼸ず佪䎾կ 㔔姼ⰖⱿ㹁䒓㾝䅺㤛崵霚霉⠮⟄♴瘻殜涸⼸ず佪䎾㖈佪卓 碫䎛デ涸㛇炄♳㟞䫏 15% 涸ㅷ晥碫䎛デկ絕卓➭⟌〄梡 ず傞䫏佞ㅷ晥碫䎛デㄤ佪卓碫䎛デ㼆嫱➑䫏佞佪卓碫䎛デ 2.4 倍 ⠔プ岤ⱃⲙ㟞ꆀ㟞荛 2.4 ⦔ -49% 嫦㟞⸈♧⚡⠔プ岤ⱃ涸餩欽⡛ 49% ⦶⸔ Facebook/Instagram䧮⟌䖤⟄ 湬錜✫鍒ㅷ晥碫䎛デ⚹佪卓碫䎛デ䌄勻涸 䧭佪䲿⼮鵯⤛⢪䧮⟌⚺⸓⸈㣐✫㼆ㅷ晥碫 䎛デ涸䫏Ⰶկ Hirono Nakagawa歏㶩⛼⚌⸉鿈꡶Ꝉ㈒䲀䎛㔙ꢭ NTT Solmare Corporation 㖈勵⟝♶」涸䞔ⲃ♴ꅾ㢕崵霚〳蜦䖤湱ず絕卓涸⠮雦嚋桧⚹80% 崵霚倰岁䅺㤛崵霚傞ꢂ薴㔵⚹2020 䎃 12 剢 12 傈荛 31 傈 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 䮔䱡䎾欽ⰻ⥌〿ꅺ佞ⱄ蠒Ꝉ悶腊 宨䚪侮椚㢴㹻緸俒䎛デ⚺䲿⣘涸䧭佪侨䰘た䧮⟌〄梡 湱嫱⢪欽㺈岌㹁⡙絕ざ䎾欽ⰻ⥌〿⢾㥵㸝鄳朐䙖ծ 䎾欽ⰻ崹錢ㄤ餝✈遤⚹⢪欽荈㹁⛐「⠍傞餝✈ꆀ䎂㖲 넞ⴀ 153%䎛デ蔄餩㔐䫣䎂㖲넞ⴀ 130%կ 153% 餝✈ꆀ嫱⢪欽㺈岌㹁⡙傞 䎂㖲넞ⴀ 153% 60% 130% ⽀妃餝✈餩欽嫱⢪欽㺈岌 㹁⡙傞䎂㖲⡛ 60% 䎛デ蔄餩㔐䫣嫱⢪欽㺈岌㹁 ⡙傞䎂㖲넞ⴀ 130% 䧴⟄♳ ⯝餓㡮僈䨾剣䧭佪㖲⚹荈䫣侨䰘鵯❈䧭絫♶〳㸤Ⰼ㢕ⵖկ♧菚罜鎊♶ず蠒Ꝉ崞⸓涸䧭佪 ⠔㶸㖈䊵䒗կ 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 荈⸓⻊ SAS 策略助您制胜 A 荈⸓⻊ Automation ⢪欽 Facebook 䎛デㄤ API 鍒Ɀ 倰呩荈⸓⻊䎛デ⠏⻊ㄤ鵘蠒崨 玐䲿⼮侮⡤佪桧ㄤ蠒Ꝉ佪卓 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 荈⸓⻊ 荈⸓⻊⚹錞垷⻊蠒Ꝉ瘰暖呏㛇 䎛デ⚺㖈剣䗱䪈㣐蠒Ꝉ䫏餴⛓傞䖃䖃⠔〄梡䩛⸓盗椚侨 ⼪勵䎛デ佪桧⼧ⴔ⡛♴կ鵯傞⦫劼㐼㷖⛴䊨Ⱘㄤ蠒Ꝉ API 㽠崣♳✫欽㖞կ㸐⟌〳⟄䌐⸔䎛デ⚺䲿넞盗椚佪桧蜦》 䧭佪ⴔ區艗ⴀ➃䩛㢅椚刿ꅾ銳涸⟣⸉կ 77% 㖈⢪欽劼㐼㷖⛴䊨Ⱘ涸「霄㯮⡤瘻ⴢ➃⚥77% 邍爙鵯碫䊨Ⱘ䌐⸔➭⟌蒜溁✫㣐ꆀ涸➃䊨傞ꢂկ 侨䰘勻彂Facebook 㼆繠㕂㞯ⰻ 148 ⡙㯮⡤餝✈➃プ䒓㾝涸靈叅2019 䎃 10 剢 邍梡刿ⴀ蒀 荈⸓⻊腊㢿䌄勻刿㢴䝠䨾Ⱒ岤涸 欽䨪乼⡲ 䪈㣐蠒Ꝉ錞垷 劼㐼㷖⛴腊㢿⠏⻊䎛デ䌐⸔䝠㖈鷶幯㟞⸈ 곫皾涸ず傞⛲腊絶䭯珘㹁涸䎛デ邍梡 䲿넞佪桧 銳䫏佞涸䎛デ禹刿㼱⚂♶銳䩛⸓ 靈侮䧴刿倝⸔䝠刿넞佪㖑㹊梡湡叻 䎛デ鍒Ɀ倰呩 Facebook 荈⸓䎛デ鍒Ɀ倰呩 ⸔䝠✲⼱⸆⦔》䖤椚䟝蠒Ꝉ邍梡 • 荈⸓䎾欽䎛デ • ⸓䙖䎛デ 䎛デ鵘蠒ㄤ盗椚 • 蠒Ꝉ API • 䎛デ佟瘻盗椚 API • 䎛デ䠑ⵖ⡲ 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 - 自动化 - 自动应用广告 荈⸓䎾欽䎛デⵄ欽 劼㐼㷖⛴鸣椚䟝䧭佪 荈⸓䎾欽䎛デ〳ⵄ欽劼㐼㷖⛴禹絡⚹䝠⠏⻊䎛デ䫏佞 雮䝠〫鵳遤㼱ꆀ䩛⸓靈侮㽠腊䭯絯鸣剒㣐⟟⧩կ 㽍Ⱖ鷓欽✵⟄♴蠒Ꝉ䞔兞 鵳Ⰶ倝䋑㖞傞緃⛘ ⯎駈涸䋑㖞峯㻋侨䰘 銳鸑鵂崵霚勻僈烁 䧭佪涸䠑侨ꆀ䏐㣐 䋞劅䫏佞䌢䙖⻊蠒Ꝉ崞⸓ ⡎♶䟝곸籖靈侮 荈⸓䎾欽䎛デ (AAA) 皍➝ 䎛デ湡叻 䎾欽㸝鄳ꆀ 「⠍㹁⡙ 㕂㹻㖑⼓ծ露鎊ծ䎾欽㉁䏅 䠑 㢴鴪 50 勵䠑ㄤ 5 ⴭ俒劥 ⰻ縨⸓䙖䠑⠏⻊ 霼霄 Facebook 䌐⸔⚥䗱霫絈✫鍒荈⸓䎾欽䎛デ 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 - 自动化 - 动态广告 ⢪欽⸓䙖䎛デ荈⸓崵霚銳㖈䠑⚥㾝爙涸⛼湡 㼆ꢓ靀遤⚌涸䨾剣䎛デ⚺勻霹✫鍒荈䊹涸ㆭ❈⛼剒⚹歧Ꝉꬋ 䌢ꅾ銳♶鵂⢪欽䩛⸓崵霚勻僈烁䧭佪涸倰䒭傁署傞⿶⡛佪կ ⸓䙖䎛デ (Dynamic Ad) 雮䝠腊㢿 呏䰘暵㹁湡叻「⠍涸Ⱓ馰ㄤ 崹錢遤⚹⚹➭⟌㹁ⵖ⚡䚍 ⻊涸䎛デ䠑㾝爙湡䔶⚥ ♸⛓湱Ⱒ䏞剒넞涸⛼湡 䌐⸔䲿⼮鲮⻊邍梡կ 荈⸓烁㹁歧Ꝉ⛼呏䰘䨾 䱍䳣涸䧭佪ⴔ區霃雦嫦傈 䲀䎛ⰻ㺂蒜溁䩛⸓崵霚 涸傞ꢂկ 錞垷⻊ 欽⼪➃⼪涸䠑䲀䎛 䨾剣䎽㶸⛼湡偽⽀杝ꂁ縨 嫦勵䎛デկ 䌢䙖⻊ 〫霃縨♧妃⽰〳ꥥ傞䪾䳣 剒⢕傞劼䭯絯ぢ「⠍㾝爙➭ ⟌䠭Ⱓ馰涸❡ㅷկ 騗霃㢊 偽雿欽䨪剒ⴲ㖈ㆭ猫霃㢊♳ 䱹鍘䝠涸⚌⸉㖲〳㖈➭⟌䔲 ⢪欽涸⟣⡦霃㢊♳鍘鴪➭⟌կ 넞䏞湱Ⱒ 呏䰘欽䨪㖈䎛デ⚺涸緸畀ծ䎾欽䧴 Ⱖ➭緸絞䎂〵♳邍梡ⴀ涸Ⱓ馰ぢ ➭⟌㾝爙湱Ⱒ涸❡ㅷկ 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 - 自动化 - 动态广告 ⢪欽⸓䙖䎛デ荈⸓崵霚銳㖈䠑⚥㾝爙涸⛼湡 蜦》倝靀罏 呏䰘「⠍䠑ぢ䫏佞⚡䚍⻊䠑 㾝爙湡䔶⚥涸湱Ⱒ⛼湡 怩修⚥㽻 怩修♴㽻 ぢ梡剣靀罏ⱄ蠒Ꝉ 呏䰘「⠍涸Ⱘ⡤䵂程崹錢遤⚹ 䫏佞⚡䚍⻊䠑㾝爙湡䔶⚥ 涸湱Ⱒ⛼湡 掚꡶礵鷥佦✲ 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 - 自动化 - 动态广告 ❀姿䒊⸓䙖䎛デㄤ叅溏邍梡侨䰘 1 2 3 䒊 湡䔶 霃縨 㼜 Pixel ⫸稇 Facebook Pixel ➿瀦SDK ♸ ⫸稇➿瀦䎾欽✲⟝ 湡䔶Ⱒ翫 • 㖈湡䔶⚥幑⸈䝠䟝銳䲀䎛涸⛼湡 ⿺Ⱖ霫絈䲽鶣ծ㕃晙ծ䎾欽Ꝇ䱹 瘝⥌䜂㾝爙⸓䙖䎛デ傞㼜䫋》 鵯❈稇勞կ • 䝠〳⟄㖈湡䔶⚥䒊㉁ㅷ禹 䱽ⵖ䝠銳㖈䎛デ⚥㾝爙➊⛎碫㘗 涸⛼湡 • 㹁劍刿倝㉁ㅷ⥌䜂䎽⸈Ⰶ倝⛼ • ⢪欽 API 荈⸓刿倝⥌䜂䎽皍⻊ 䊨⡲崨玐 • 䲿⣘靀罏♸⛼硂✽⸓涸霫絈 ⥌䜂鵯❈⥌䜂剣⸔✵邂ꆀ 䧭佪ծ⠏⻊䎛デㄤ䒊「⠍ • 䗳곢⢪欽叅溏ⰻ㺂ծ ⸈Ⰶ餝暟鲨ㄤ餝暟 ✲⟝ • 䗳곢幑⸈ content_typeⰻ 㺂碫㘗ㄤ content_idⰻ 㺂綘〿侨 QBSBNFUFST • Ⱒ翫た䝠㼜腊ぢ姼 剎㖈緸畀䧴䎾欽⚥♸暵㹁 歏㶩⛼✽⸓鵂涸靀罏㾝爙 湡䔶⚥涸湱䎾⛼湡 㥵✫鍒䒊⸓䙖䎛デ涸霫絈䭷⽂霼霄https://www.facebook.com/business/help/1132465490107046?%3Fref=fbb_dynamics_ads 4 䒊 ⸓䙖䎛デ 5 叅溏 邍梡侨䰘 • 欽䨪蜦》ㄤⱄ蠒Ꝉ䎛デ 〳⢪欽湡䔶⤛Ꝉծ䎾欽 㸝鄳ꆀㄤ鲮⻊ꆀ湡叻կ • ⢪欽湡䔶⥌䜂吃䒊䎛 デ垷匣կ • 叅溏Ⱘ⡤ⵌ嫦劥⛼涸 邍梡侨䰘✫鍒帿Ⰶ 涸䧭佪ⴔ區 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 - 自动化 - 动态广告 ꅷ欽 API 㹊梡㣐錞垷盗椚 佪桧⡛♴涸䩛⸓鵘蠒僽ꢓ靀遤⚌䎛デ⚺ 䬪㾝⚌⸉錞垷涸⚺銳ꥻ烯⛓♧կ 蠒Ꝉ API 雮䎛デ⚺腊⟄玐䎸⻊倰䒭霄 Facebook 涸䎛デ䎂〵⠏⻊⚌⸉鵘蠒 ➢罜䲿⼮侮⡤佪桧㼜鵘蠒傞ꢂㄤ䧭劥 ꣭荛剒⡛կ 䎛デ盗椚 䠑盗椚 䧭佪ⴔ區 「⠍盗椚 荈⸓䎛デ䒊ㄤ⠏⻊崨玐 䪠ꆀ♳⠛㕃晙ㄤ錠곸 㹊傞⠏⻊䎛デ䠑 ꧋䧭侨䰘䒊用荈⸓⻊侨䰘崨玐 Ⲹ㼱䩛⸓乼⡲鸣䧭涸ꝡ霴 荈⸓䒊「⠍㹊傞넞佪刿倝 • 錞垷⻊䒊䎛デ • ⚹㹊傞⠏⻊霃縨荈⸓錞ⴭ • 䎛デ盗椚 • 荈⸓欰䧭䠑 • 䪠ꆀ盗椚䠑 • 荈⸓崵霚䠑 • 荈⸓佐꧋侨䰘 • ꧋䧭騗庈麤侨䰘 • 荈㹁⛐〳錠⻊侨䰘㕃邍 • 荈⸓䒊 • 荈⸓刿倝 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 - 自动化 - 广告运营和管理 呩⢾ ꅷ欽 API 㹊梡㣐錞垷盗椚 ⴔ區 Inefficient manual operation is identified as one of the key barriers for reading advertisers to scale their business. Marketing API allows you to programmatically access Facebook's advertising platform and optimize your business operations to improve overall efficiency and minimize operational time and costs. Ads Management Creative Management Insights Audience Management Automated ad creation and optimization process Batch upload images and videos to optimize creativity in real time Integrating data, the establishing data flow, and reduce manual errors AutAoumtoamticaatlilcyacllryecarteeaatned updaantdeuapuddaietencaeusdiinenrecaels in timreeaalntdimefefiacniednetflyficiently • Ad Creation Scaling • Automated rules for real time optimization • Ads Management • Automate Creative Generation • Batch Creative Management • Automate Creative Test • Automate Data Collection • Integrate Cross Channel data • Customize data visualization • Automate Creation • Automate Refreshment 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 NovelCat 侨䰘勻彂Facebook Case Study https://www.facebook.com/business/success/novelcat 鵯㹻獴⸓䎾欽Ⱆⵄ欽 Facebook 荈⸓䎾欽䎛デ (Automated App Ad) 勻䲿넞Ⱖ NovelCat 䎾欽涸 㸝鄳ꆀ♶➑》䖤✫嫱䎾欽㸝鄳䎛デ (App Install Ad) 刿ⴀ蒀涸䧭佪鵮刿剣佪㖑鍘鴪✫㺈岌涸湡叻「⠍կ 10% 餝✈桧鳅叻ⲥ䎾欽㸝鄳䎛デ 넞ⴀ 10% 40% 7 㣔殆㶸桧鳅叻ⲥ䎾欽㸝鄳䎛デ 넞ⴀ 40% 3⦔ 䎛デ蔄餩㔐䫣㟞荛叻ⲥ䎾欽㸝鄳 䎛デ涸 3 ⦔ 53% ⽀妃㸝鄳餩欽嫱叻ⲥ䎾欽㸝鄳 䎛デ⡛ 53% 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 NovelCat 緸俒Ⱆ눥䞔 .PRJOH ⢪欽 Facebook ⸓䙖䎛デ (Dynamic Ad) 䲿⼮獴⸓䎾欽㸝鄳ꆀ》䖤✫〳錜涸鲮⻊桧 䲿⼮կ 霪㔙ꢭ鵮ⵄ欽➢⟄䫏佞涸⸓䙖䎛デ⚥蜦䖤涸䧭佪ⴔ區䫏 佞倝涸⸓䙖䎛デ勻ꅾ挿㹒⠛掚꡶⛼湡剒絊〄梡湱嫱⢪欽 㸤侮湡䔶⢪欽絈ⴔ湡䔶䫏佞䎛デ䌄勻涸㸝鄳ꆀ넞ⴀ 87%կ 87% 湱嫱⢪欽㸤侮湡䔶⢪欽➑⺫ゎ掚꡶ ⛼湡涸絈ⴔ㉁ㅷ禹䫏佞 ⸓䙖䎛デ傞㸝鄳ꆀ㟞⸈ 87% 46% 湱嫱⢪欽㸤侮湡䔶⢪欽➑⺫ゎ掚꡶⛼湡 涸絈ⴔ㉁ㅷ禹䫏佞⸓䙖䎛デ傞⽀妃㸝 鄳餩欽꣭⡛ 46% ⯝餓㡮僈䨾剣䧭佪㖲⚹荈䫣侨䰘鵯❈䧭絫♶〳㸤Ⰼ㢕ⵖկ♧菚罜鎊♶ず蠒Ꝉ崞⸓涸䧭佪⠔㶸 㖈䊵䒗կ 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 ꢓ俒♸ Bidalgo 䔂䔂翫䩛 侨䰘勻彂 Facebook Case Study https://www.facebook.com/business/success/yuewen X 緸俒Ⱆꢓ俒 (Yuewen) ♸ Facebook 蠒Ꝉざ⡲⠑⠶ Bidalgo ざ⡲⠏ ⻊䎛デ邍梡ㄤ䲿넞蜦㹐桧剒絊㼜䎛デ蔄餩㔐䫣䲿⼮✫ 50%կ ⳪⦶ Bidalgo 䲿⣘涸鍒Ɀ倰呩ㄤ Facebook 涸렳⸂佅䭯ꢓ俒〳⟄♧妃 䚍䪠ꆀ刿佖䨾剣䎛デ崵霚䎛デ䠑涸邍梡䎇呏䰘邍梡剒ⴀ蒀涸倰呩勻 靈侮䎛デ禹涸霃縨կ➭⟌罌➢姼㢴妃蠒Ꝉ崞⸓⚥䚪絕涸絑낉烁㹁 ✫⠏⻊䎛デ邍梡涸剒⢕㹊騨կ 50% 䎛デ蔄餩㔐䫣䲿⼮ 50% 湱嫱姼涸蠒Ꝉ崞⸓ 39% ⽀妃㸝鄳餩欽꣭⡛ 39% 湱嫱姼涸蠒Ꝉ崞⸓ 41% 挿ⴁ桧䲿⼮ 41% 湱嫱姼涸蠒Ꝉ崞⸓ 12% 䫏餴㔐䫣㟞⸈ 12% 湱嫱姼涸蠒Ꝉ崞⸓ 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 錞垷⻊ SAS 策略助您制胜 S 錞垷⻊ Scalability 礵䗱錞ⴢ䋑㖞瘻殜絶䭯錞 垷⻊䪈ㄤ〳䭯絯〄㾝䙖⸷ 㹊梡⚌⸉㟞 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 錞垷⻊ 㼜䋑㖞ⴔ紩⚹嫦⚡䋑㖞㹁ⵖ蠒Ꝉ瘻殜 絶䭯錞垷⻊䪈㾝ㄤ〳䭯絯㟞 㼆ꢓ靀遤⚌涸嫦♧⚡䎛デ⚺罜鎊ⴲ劍〄䋒媯 絕勲た껷銳⟣⸉鿪僽絶䭯錞垷⻊䪈㾝ㄤ〳䭯絯 㟞կ偽雿僽䪈㣐䫏餴錞垷帿罭梡剣䋑㖞鵮 僽鵳ⱙ倝䋑㖞涻僽㥵姼կ 㼜䋑㖞絈ⴔ⚹㢴⚡瘝紩剣⸔✵㔔㖑ⵖ㹆⚹嫦 ⚡䋑㖞㹁ⵖ蠒Ꝉ瘻殜ざ椚ꂁ縨餴彂կ絈ⴔ䋑㖞 傞〳罌贊涸♧❈Ⱒꝶ㔔稇⺫䭍 1. 䋑㖞悶⸂ 䋑㖞㣐㼭ㄤ佐Ⰶ錞垷 2. 欽䨪遤⚹ ꢓ靀ㄤ餝✈垷䒭 䋑㖞ⴔ紩 ⠏⯓紩 T0 䗳곢䫏佞䎛デ 暵挿 넞佐Ⰶ 넞崨ꆀ䫏餴㔐䫣剣⥂ꥻ 넞䫏餴㔐䫣䋑㖞錞垷㣐 T1 껷銳䋑㖞[1] 넞佐Ⰶ㟞悶⸂銳蔄傞ꢂ皂ⴢ 넞䫏餴㔐䫣㣐⚥㘗䋑㖞 T2 妃銳䋑㖞[1] 넞崨ꆀ㟞悶⸂䏐㣐涸崨ꆀ⚹ 㟞㤭㹁㗏㹊㛇炄 ⽀妃㸝鄳餩欽⡛䋑㖞錞垷㣐 佐Ⰶ崨ꆀ㢅✵⚥⡛宐䎂倝涸悶⸂ T3 痦♲⠏⯓紩䋑㖞 䋑㖞剣䱲程⟟⧩ ⽀妃㸝鄳餩欽ㄤ䫏餴㔐䫣鴪ⵌⰢꝶ 邍梡䭷叻涸銳宠 [1] T1 ㄤ T2 䋑㖞〳✽䰃Ⱘ⡤錠⚌⸉湡叻ㄤ❡ㅷ䧭擿媯罜㹁 絈ⴔ ⽀⚡䋑㖞 ⢾㥵繠㕂 3-5 ⚡䋑㖞䭽㖑椚⡙縨ծ 露鎊ㄤ䫏餴㔐䫣絈ⴔ ⢾㥵薉㕂ծ慌㣐ⵄ❇ 3-5 ⚡䋑㖞䭽㖑椚⡙縨ծ 露鎊ㄤ⽀妃㸝鄳餩欽絈ⴔ ⢾㥵⽪䏞ծ⽪䏞㽲銯❇ծ 螨䖒㺉 䭽露鎊鵳遤Ⰼ椕㹁⡙ 2.2 㡫㣐欽䨪纈䲿⼮殆㶸桧 錞垷⻊ ⚹嫦⚡絈ⴔ䋑㖞㹁ⵖ蠒Ꝉ瘻殜 呏䰘♶ず䋑㖞䞔ⲃㄤ欽䨪暵䖄䎛デ⚺〳㹁ⵖ♧❈ Ⱒꝶ䎛デ⯋稇剒㣐ꣳ䏞䲿⼮䎛デ邍梡կ 䎛デ䠑 ⛼湡鷥䭊 湡叻霃縨ㄤ鷅驶 呏䰘嶊餩遤⚹ㄤ俒⻊✲⟝靈侮䎛デ䠑 ⢾㥵呏䰘緸鸟䘯䢨涸䊵䒗㖈繠㕂㾝爙錠곸 㖈螨䖒㺉㾝爙撑晙⟄⿺輑Ⰶ蒜傈⯋稇瘝瘝 俒⻊⨊㥩⢾㥵㖈銯倰䋑㖞䲀ⴀ杵➃곿勞 涸ⰻ㺂⦶⸔㉁⚌兰腊侨䰘ㄤ⸓䙖䎛デ ぢ靀罏䲀虛➭⟌〳腊䠭Ⱓ馰涸⛼湡 罌贊㷍蒜㔔稇涸䕧ㆇ ⢾㥵蒜傈ծ傢㷍瘝 痦 3 媯 䮔䱡倝㉁劼 㹊梡㢴絶䏞〄㾝 2.3 2.3 㢴絶䏞〄㾝 痦 3 媯 䮔䱡倝㉁劼㹊梡㢴絶䏞〄㾝 姼媯涸⟣⸉ • 䊺㖈䋑㖞⚥畀珘膃騈 䟝銳䮔䱡刿㢴倝㉁劼 䌢錛䮋䧶 剣ㆭ❈ • 緃⛘駈㢿涸峯㻋餴雴勻ⴼ㹁 悶㖈涸倝㉁劼 Facebook 㥵⡦ ⸔䝠♧苮⛓⸂ 「⠍ⴔ區 • Facebook IQ 蠒Ꝉ峯㻋 • Facebook IQ 掚꡶霢곿 䎛デ峯㻋 • Go-Global Insight Hub • Facebook 嵳㢪蠒Ꝉ㸽倰緸畀 • Facebook 䎛デ餴俱䎽 2.3 㢴絶䏞〄㾝 䱲程倝涸悶㖈䋑㖞ⴔ區Ⱖ「⠍侨䰘 Facebook 䲿⣘㢴猫䊨Ⱘ⸔䝠䱲程倝涸悶㖈䋑㖞 帿䏞✫鍒䋑㖞⚥涸嶊餩罏遤⚹ㄤ䎛デ峯㻋侨䰘կ Facebook IQ - 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