【MBAChina网讯】

1月11日，有关于泛内容时代的品牌培育与重塑机遇的闭门研讨会在西浦国际商学院 (IBSS) 举行。主题锁定了大数据对品牌营销与推广的作用，提出应用创新的视角重构传统行业。此次研讨会吸引了许多相关行业的高管前来参加。来自极易电商、京东，顾家家居，壹见传媒，茉莉传媒，德玛贝尔，全赋，琢石资本等多家公司的高管对此次研讨会的主题展开了讨论。

（A closed-door seminar of brand cultivation and reshaping opportunities in the age of pan-content was held at the Xi'an Jiaotong-Liverpool University (XJTLU) International Business School Suzhou (IBSS) on January 11th. The theme of this seminar focused on the role of big data in brand marketing and promotion. It proposed to reconstruct traditional industries from the perspective of innovation. The seminar attracted many executives from relevant industries. Executives from ecMAX, JD, Kukahome, One See Media, Jasmine Media, DerMabell, QuanFu, Zhuoshi Capital and other companies discussed the theme of the seminar.）

西浦国际商学院校企合作经理Douglas Shearer

论坛开始之前,来自西浦国际商学院校企合作经理Douglas Shearer先生对与会代表们致辞欢迎，并介绍了IBSS的愿景和使命，对未来和这些公司的合作提出了展望。参加此次研讨会的各界精英也表示很高兴能有机会在西浦校园参与这样的活动。

（Before the start of this seminar, Mr. Shearer from the Business Engagement Team of IBSS welcomed the delegates and introduced the vision and mission of IBSS. Mr. Shearer proposed the prospect of future cooperation with these companies. The elites from all walks of life who participated in this seminar also expressed their great pleasure to participate in such activities on the campus of XJTLU。)

来自壹见传媒的Alex先生首先对现如今的“种草营销”进行了简单的介绍，提出了利用内容创造需求，并用电商满足供给的思路。他认为应该把Product-Market Fit (PMF) 作为市场营销的基础，并强调了产品是最好的种草素材，消费者是最好的种草渠道，管理人员应保持渠道敏感度，持续发现流量的价格洼地，以保持竞争优势。

(Alex from One See Media made a brief introductionof the current “grass marketing”. Then, he put forward the idea of using content to create demand and meet the supply by e-commerce. He pointed out that product-market Fit (PMF) should be taken as the basis of marketing. Alex also emphasized that products are the best “grass marketing” materials while consumers are the best channels of marketing. Managers should keep the sensitivity of channels and continuously find the flow of low price to maintain competitive advantages.)

来自茉莉传媒的Monica女士也对品牌孵化的泛内容生态构建方案提出了自己的理解。在讨论中，她提出内容营销应围绕消费者的心智链路出发，并提出了A.I.P.L.的模型，意为通过种草内容的持续曝光和长期沉淀，使消费者的态度实现从认知(Awareness)到兴趣(Interest)到购买(Purchase)最后到忠诚(Loyalty)的转变。

(Monica from Jasmine Media also put forward her own understanding of the pan-content ecological construction scheme of brand incubation. In the discussion, she proposed that content marketing should focus on the mental link with consumers. At the same time, she introduced the model of A.I.P.L., which means that through continuous exposure and long-term precipitation of “grass marketing”, consumers' attitudes can be transformed from Awareness to Interest to Purchase to Loyalty.)

此外，来自顾家家居的与会人员提出了基于内容生态和创新运营模式的品牌孵化实操，来自京东的Bruce也对京造与泛内容时代下的投资机遇提出了自己的看法。

(In addition, participants from Kukahome illustrated the brand incubation practices based on content ecology and innovative operation mode. Bruce from JD also put forward his own views on the investment opportunities in the era of JD Production and pan-content.)

西浦国际商学院刘国权副教授

西浦国际商学院运营与供应链管理项目主任刘国权博士也参与了本次探讨，刘博士曾在英特尔公司工作了十余年，他在供应链优化上的经验也为互联网营销碰撞出新的火花。刘博士认为这次活动通过投资人分享新零售的创新，不仅对B2C市场的实践和研究有很多启发性，对B2B市场也有很强的借鉴性，对商学院的课程设计同样有很强的指导性。很多嘉宾现场提出想和商学院进行各个方面的合作。期待未来能举办更多这类的活动。

(Dr. Liu Guoquan, Programme Director ofOperations and Supply Chain Managementin IBSS also participated in this discussion. Prior to joining in IBSS, Dr. Liu worked at Intel for more than 10 years. His experience in supply chain optimization has also created new sparks for Internet marketing.Dr. Liu thought that this activity not only has a lot of inspirations for the practices and researches of B2C market, but also has a strong reference for B2B market by sharing the innovation experience of new retails with investors. In addition, it can also guide the courses design of IBSS. Many guests expressed their hope for cooperation with IBSS in various aspects. They look forward to having more of these events in the future.)

本次研讨会在商界间构筑了交流的桥梁，践行了IBSS成为商科教育和商业可持续发展催化剂的使命。

(This seminar builds a bridge of communication between the business community and fulfills IBSS’s mission of acting as a catalyst of business education and sustainable development。)