; “”“” $2022.09 Upc^yQ@|)B6+U¼ SoNO%I,B6™J,Upc⎞gSoNO|)B6) 2009–2013 sREY SFH>,[Gn2Bn e]gffiƒA½ƒ09 ÷RE 2014–2018 SoNOY 300.0 twKSo,*y;)gDfl:0T。Cn|sŠ~4$Upc^yB6A;M= 250.0 2019–2021 So[bY tw],.k&[(r5 <ęB6+Vi'\ 2022T÷ B6+$\ |)çB6+aT。CnLfi8)p 298.7 273.3 24.7% 30% 25% 200.020% 150.0 (z) 100.0 50.0Š~e 98.5101.0111.0 4.8%4.9%5.8% 14.8% 15% 10% 5% T\c:$4^yX,z,UpcB6CGë3-Š~e T\c:$GPT,$GuWj,$4^yX,z 0.0 2018C 2019C 2020C 2021C 0% 20222C1–7X yEfSOqQ2Z4'%Ç Ⓒ| eh$№/]X/-ç8fX Ⓒ8f?ę6A] 8N gW:$/№:$X qWq:$®HxI Ff| Ff[z/gQq/Ff7iX Ff];|½ß+,A]_i* z$ =B 6$№ * ƒ‰ & №9 *N 2 D ]4:] JS ?4 ‰ $$ G3 3 ƒ ;5 3№ (: . ] 3 :M 5M —, ! P ;PJ$ƒ 9 )@ flg/I "E ¡ ƒKA1ƒ#ę 8< •XOqehs500z$0⎞)W •EfSOq]X8<eA] •EfSOqTUCN№]VPq •dXq—5:$NVPq;[:/ •Xq]X`#\MnW •EfSqqnW#VPq.N •dXqflƒu$@®*1 •Ffr[zG,&itgW •‰lOqpFfp, DKS:$6Bc*D,$69X*D,H[*D LHⒸ@)$?fi',(3K>)$%XOƒ' LHⒸ@3K>:R-46I8$,ß-46919*D74%%XT21*D93%。 2CR)$$,LHⒸ@3K>:RŠUB½ *]ƒ,19*D2.8%%X$21*D10.8Q%。g ßC,DFG!3K>:RQ.5DS,$#Ⓒ@3K>:RH)$DN:$Y,Q7Q+ fi'÷:R<PDT№。 17>:$#:RXWz,2019–2021 '70Ⓒ4!+g]#312,-/$; '70568Jë;:TOP15% CTR5 57.0% 57.3% 57.5% CTR10 72.4% 72.1% 70.8% CTR15 83.4% 83.2% 80.8% 2022"5(2022"6(2022"7( &*0:$,8X9z (+$*2#Ⓒ'$ęE/,Ⓒ'3?685 2#4Ⓒ'&ęE/ 2#4Ⓒ'&ęE/,0$3;7$A, 7)-i !#:$.,$X,;,2020–2022 0%2-<i#,Ⓒ'=; 0%7Q+8)÷3:,"5.]/&0%Ⓒ'7X$)-(;$ 0%72"5.]6½ 0%7 Ⓒ'&7 29)4 %:$-,$X,>,2020–2022 #%Ⓒ!+,“)”“,.” &*½"' (]A ]-$A "++.&* Wh。WhatH。w 0=6/*:26/*½fi5]1ß9#@¼" 14% 0=6 ]1ß9#@8. 42% 12% *:26 ]1ß9#@8. 48% 13% *½fiⒸ ]1ß9#@8. 50% WHO #> 25–34y18–24y35–44y45y #>9⎞&fi*:275?;.&,*½fi ,#>53% )-2:$$'),$$<+6 #7J?G$,7½fiI&]iF/iD/i>PB9L1@0 iF%+,9L1= i',9L1=i>P239L1= 7½fi!N7J?-U, 7½fi N7J? 135N7J?1327½fi 1817½fi181N7J? 134132 H7J?KH7J? 116H7J? 113KH7J? 167H7J? 163KH7J? 119 115 35–44 25–34 45 18–24 7½fi#E— !35–44BOQ$ $fiR&/fi N7J?)]Z !;(ƒOfiB45yI :/fi N7J?7½fi 6<?:$.46,$.M8C G½fi*Qs/^—drƒc!86P Dg (\< T> @e5xyew@'1 nSL% ,%L% №,$_ %zÇ qlt9Z ½ HT ? vj Qs pW G½fi=/dKirƒc E№¿[TG1=111ĝ½ⒸTG1=141 TA6]Qsvj?rKi,7Vfi$-."R=m XoTG1=149 faTG1=140 n)sTG1=203 QsvjTG1=270 ?qlTG1=161 G?ITG1=150 ibu:TG1=196 hzTTG1=127 EMU:$;BE,$;kJ^ .sRWFk0ZemiZN@CkUPwq&TtB№Ⓒ]RM8vz WHAT CkUPwZ<]RA ‰)% `i #J~ )%]d ‰№ .s +119% [O4' ][AY ][aHt ][L1r .s|, :~C ]½Kw3flw l lQwx xę] 1ç 1ç B1ç [O1ç 2gDn5Ç!5*+ $p>I5; j[ CkUw]RA$,.shs6Fk6emiZ6XN]RA-9[ BJU:$6?c/B,$6;X/B,\uBJlG/B,2022.6 ƒ%fi;%/A646;=/Ⓒ+> 7*ß5/;(:ƒ,$7/;=n"@ ; ;=n1]92, 3;%1]92, = 7 1 2 3 4 5 6 7 8 9 1 2 3 4 1 2 3 4 5 6 7 8 9 1 2 3 4 202110 202111 202112 202110 202111 202112 2021 2021 2021 2021 2021 2021 2021 2021 2021 2022 2022 2022 2022 2021 2021 2021 2021 2021 2021 2021 2021 2021 2022 2022 2022 2022 | ; = # ? ' < ę &*:$,$8!0 “YZ"n0”—P(/2]$fi:UKXMŠ[ “YZ"n0”(OI36N:U1 “YZ"n0”iP(I36N) —P(I3K“YZ "n0”XMŠ[. 8—P( =P( P( ДP( bP( —P( №P(I3KYZ" XMŠ[*¾:U 1000350 1000 10006N:UTOP5(:D/+'//ƒ/_B 1000 1000 30 250 20 800 150 600 10 400 50 200 D( ( +'( 2g( ^,( ='( E( ?@( S'( _B( ( T( V#( \'( !C( ęR( ƒ( a&( †( 00 YZ"n06NI3(O)TGl QY;"6NI3(O)TGl 7<G:$-47,$-W9L YZ"n0(I36N>7YZ"n06NI3()TGl 18–34yVY9T_ ž @[VYPN6dfXjFa34"0,“VY”⎞l)p2Ⓒi ,eN6PVY^SA0,‡ª?\_ZH-N'U J5IW$#gN^S'UP‡ªK1 “VY”R]_h—,9T™½ VY9T_h—,BLD"kP!2.2% 2021,5B 2021,6B 2021,7B 2021,8B 2021,9B 2021,10B 2021,11B 2021,12B 2022,1B 2022,2B 2022,3B 2022,4B J;“df%n2”9T_P`:&fi5.3% <[GVYRg;df%n2⎞¾><m J,<[GVY^S⎞l)p2Ⓒi :CG:$.7:,$.]=Q 35–64yVY9T_ ß?A7=/A,?<=:;i7E14A ?@(!AC9ß?]<,A—0$]5%"]“ß?”7:+-, ƒB AF )+ –42% (.3:$#&(,$#>*8 +25% +72% HOW:)]D3Kçn%№<aUD3`T çb^9QA_@\OK AWARENESS lNTENTlONACTlON SERVlCE 决策周期缩短 I_7__D_ 缩短 .ç*W ⒸBB MR:Q PE _6 ⒸBC ⒸBAДJ1Q > ę[ EZQ! _c ‰№ 消费者留资周期 16,D3/(-]XK№< 8=A:$07L+8,$02X+8,;d+8,2022.6K№<4F]D3H]2S"F]ƒd ç[&d¼–AWARENESSb| $?>ęDNKNy0$:^KkWS|a]o½%9 (j(%9Vwj hj ÇUƒß 15% + ]ß №R4 N:120½ *|8UI 23%+ MQ<2@ №R4 N:612 *O;_6 31%+ MQ<qEAx №R4 29%+ Mu №R4 H‰ 58% 32% z\(j S|p7j N:65pAUƒ3L 317%+ Mflg$G №R4 N:4+z$fr8U$№ 36% Mpb №R4 ' ƒs MA) №R4 [Cb%9. ;ⒸZKg)$n IPW:$?Fe5I,$?BX5I,N5I,2020–2022 çz%c¼–lNTENTlOND[ +fi]: .+"; ]R7№O1 55% +65%.+‰@ +13%Er1] GmV\y[>Dg¼ 90%[>|p:ⒸY4O 3.8[>6/GmVⒸYaF 1.1[>6/XQ[ⒸYaF Uxl!3f?heBah;;]$Ç7L №,Dg&9z+b85(Д`/Tƒ/.+) ⒸYt^ 'M]s Д`Ba f?he Pn ]R7№O1 45% [0]s ]R7№O1 63% 4Oƒ ]R7№O1 17% =,Q ]R7№O1 49% +99%ⒸYCo +68%🖳(w +17%[04O +50%K< +20%ⒸY~ +28%Çw +509%iД` +10%ƒ FJV:$7Dg3F,$7";X3F,I3F,2021.1–6vs2022.1–6 çwrXz¼–ACTlONs $0>\fiYu‰4_;L:]dHUi,n]s[s+83L:5V[`mP,#v];fiO/ДS3L:*;u№ BHiL:Xr7X% >\± >\^$ s+n9± us± s[#?v$ s[n9± Mq pslZ' ⒸK± E!± (@f)±QkE (Jn9± s+=sQ ,jVRn9ДSn9± kEoAv$‡ªQ ~VRn9xWf)± 89% L:Mq Cd1GTtNⒸK $g[ BHiXr7"G 12% usYu s[n9 s+n9 Mq 9% >\ s[n9 s+n9 Mq 7% >\ >\^$ s+n9 Mq 7% us s[n9 Mq 6% >\ >\^$ Mq ?CI:B-?,2021 ç1/'2¼–ACTlON ".*3%№,".*%( ,fi!£ 3z(+&]Ⓒ$0&] -)% ç%m¼–SERVlCEg $HRudb|2`f<,Rudb|2D:ç№YX*C~ XX]¾ XXUuE XX;'-K XX;'-K Ⓒe@,` №^< 48% XX\; XXⒸe!l XXh+wy XX4SG0Jv Rud$MTkB‰RudOTA]p Rud№#6½j Rud№#№Y Rud)z_V XXZns]p Rudha$?№# 72X*` №^< 65% XX]p9Rudha№flF (u]p` №^< 32% XXOzh+A RudƒhI‡= XXnsu2)z№ qh+b[№#№ h+bns]pSI‡8 P[d:$HNo>P,$HJX