2019318_艾瑞咨询_2019年中国KOL营销策略白皮书（29页）.pdf

KOL 2019 IMS 22019.3 iResearch I KOL KOL KOL KOL KOL KOL KOL SMS KOL KOL KOL 2018 13%KOL 3 KOL 1 KOL 2 KOL 342019.3 iResearch IKOL KOL KOL Key Opinion Leader KOL KOL KOL KOL KOL KOL KOL KOL 2019 KOL KOL KOL KOL 5 2019.3 iResearch Inc KOL KOL KOL KOL KOL KOL KOL PC KOL/KOL KOL PC KOL KOL/2019 KOL 62019.3 iResearch I PC KOL KOL KOL KOL KOL KOL/KOL KOL 2019 KOL KOL 1989 2005 2012/KOL KOL KOL KOL 2009 2016 IMS WEIQ 201372019.3 iResearch IKOL KOL KOL KOL KOL KOL Attention Interest Search Action Share KOL 2019 KOL 82019.3 iResearch IKOL KOL mUserTracker 2019 2 APP KOL KOL mUserTracker.2019.3 400 1 12.3 10.7 8.5 8.3 8.1 7.8 7.8 7.7 7.5 7.5 mUserTracker-2019 2 APP TOP10KOL KOL 92019.3 iResearch I 2019.3 iResearch IKOL KOL KOL mUserTracker APP 11.2 8.4 KOL KOL KOL Usertracker Usertracker 94.8 69.8 67.0 60.8 44.5 34.1 33.0 31.7 27.9 21.6 mUserTracker-2019 2 APP 11.2 8.4 8.1 7.3 6.6 6.0 5.3 5.3 4.6 4.6 mUserTracker-2019 2 APP 102019.3 iResearch I 2019.3 iResearch IKOL KOL KOL AdMaster KOL KOL 69%KOL 60%KOL KOL AdMaster N=240 AdMaster N=240 60%55%54%39%39%32%KOL/CRM 2019 69%50%37%37%28%24%15%O2O2019 11 KOL 1 KOL 2 KOL 3122019.3 iResearch I KOLKOL KOL KOL KOL KOL KOL KOL KOL KOL KOL KOL KOL KOL KOL KOL KOL KOL KOL KOL KOL 2019 KOL 2019 KOL 132019.3 iResearch IKOL KOL KOL KOL KOL KOL KOL KOL KOL KOL KOL KOL KOL 2019 KOL 142019.3 iResearch I KOL KOL KOL 2019 KOL UGC 152019.3 iResearch I KOL KOL KOL KOL KOL KOL KOL KOL 2019 KOL 162019.3 iResearch I KOL KOL 1 2 KOL 3 KOL KOL KOL KOL 2019 KOL 172019.3 iResearch I IMS KOL IMS KOL 1 11 KOL 2 KOL 3 KOL 24 2 IMS IMS KOL 182019.3 iResearch I KOL KOL KOL 1-2 3 KOL 1-3 KOL KOL KOL KOL 2019 KOL KOL KOL KOL KOL KOL KOL KOL KOL KOL KOL 192019.3 iResearch I IMS KOL IMS 9.9 KOL 9.9 1 KOL 2 KOL 3 KOL KOL 20 11 3 IMS IMS KOL#9.9 KOL KOL KOL 202019.3 iResearch I KOL KOL KOL 1 KOL 2 3 KOL 2019 KOL KOL KOL KOL KOL A BC D 212019.3 iResearch I IMS KOL 2018 1 KOL 2 KOL 3 KOL KOL 7000+3 IMS KOL#battle#IMS KOL#KOL KOL KOL 22 KOL 1 KOL 2 KOL 3232019.3 iResearch IKOL KOL IMS WEIQ KOL KOL2018 2016 132%129%128%KOL KOL KOL KOL IMS WEIQ KOL KOL KOL 242019.3 iResearch IKOL KOL IMS WEIQ 2016 KOL 42 2018 138 KOL KOL KOL KOL KOL KOL 1+1 2 KOL KOL KOL KOL KOL KOL KOL KOL KOL IMS WEIQ KOLKOLKOL KOLKOLKOLKOLKOLKOL KOLKOLKOL KOL 252019.3 iResearch IKOL KOL KOL KOL KOL KOL KOL IMS WEIQ 2017 IMS 3%2018 11%KOL KOL KOL KOL KOL IMS WEIQ KOL KOLKOL KOL KOL KOL 26 IMS 27 Keep Learning 400-026-2099 28