内容多元化

Content diversification

每个平台都有独特的内容风格，例如，公众号以图文为主，微博以140字内的短状态加照片为主，抖音以15秒到1分钟的视频为主。

Each platform has its own unique content style. For example, the official account is dominated by images and texts, the microblog is dominated by short statuses within 140 words plus photos, and Tiktok is dominated by videos of 15 seconds to 1 minute.

企业在多个平台上建立账号，可以使内容形式多元化，吸引不同受众群体。

Establishing accounts on multiple platforms can diversify the form of content and attract different audience groups.

例如，共青团中央入驻到00后聚集的B站，发布原创视频吸引这些年轻用户关注，用户可以发弹幕进行评论。

For example, the Central Committee of the Communist Youth League has settled in Bilibili, where the post-00s gather, and has released original videos to attract the attention of these young users. Users can post bullet comments.

分散风险

Diversify risk

企业集中在某一平台运营，如果不幸出现“黑天鹅事件”，例如被封掉，则会前功尽弃。2017年6月，包括“毒舌电影”“关爱八卦成长协会”在内的大号遭到了永久封禁，在此之前“毒舌电影”就做了相关的App，及时把粉丝引导到新平台，因而封号的影响程度被降低。

If a company operates on a certain platform and unfortunately experiences a "black swan incident", such as being shut down, all previous efforts will be wasted. In June 2017, major accounts including "Poison Tongue Movies" and "Love Gossip Growth Association" were permanently banned. Prior to this, "Poison Tongue Movies" had created related apps to guide fans to new platforms in a timely manner, thus reducing the impact of account bans.

建立矩阵也是纳西姆·尼古拉斯·塔勒布在《反脆弱》一书中提到的遇到波动和不确定性的情况下一种可靠的解决办法。

Establishing a matrix is also a reliable solution for dealing with fluctuations and uncertainty, as mentioned by Nassim Nicholas Taleb in his book Anti Fragility.

协同放大宣传效果

Collaborative amplification of promotional effects

建立矩阵后，不同平台的产品及调性可以形成互补。企业为了获得更多的流量，更大的曝光量，就需要更多的平台来宣传推广自媒体的平台、产品。而目前众多的新媒体平台的诞生，就为企业提供了很好的良机。

After establishing the matrix, products and tones from different platforms can complement each other. In order to gain more traffic and exposure, enterprises need more platforms to promote and advertise self media platforms and products. The emergence of numerous new media platforms has provided excellent opportunities for enterprises.

企业根据不同平台的要求，申请入驻，由易到难，逐步打造新媒体矩阵网络，从而获得更多的流量，更大的曝光量。

Enterprises apply for entry based on the requirements of different platforms, gradually building a new media matrix network from easy to difficult, in order to obtain more traffic and greater exposure.

企业必走的全网营销之路

The Road of Full Network Marketing that Enterprises Must Take

全网营销是全网整合营销的简称，指将产品规划、产品开发、网站建设、网站运营、品牌推广、产品分销等一系列电子商务内容集成于一体的新型营销模式，是集传统网络，移动互联网，PC互联网为一体进行营销。

Whole network marketing is the abbreviation of whole network integrated marketing, which refers to a new marketing mode integrating a series of e-commerce content such as product planning, product development, website construction, website operation, brand promotion, product distribution, etc. It is a marketing mode integrating traditional network, mobile Internet, and PC Internet.

全网整合营销的优势在于：提升品牌形象、规范销售市场、促进整体销量、解决线下销售瓶颈、完善客服体系、梳理分销渠道。

The advantages of integrated marketing across the entire network include enhancing brand image, standardizing sales markets, promoting overall sales, solving offline sales bottlenecks, improving customer service systems, and streamlining distribution channels.

虽然每个企业的投入的资源、资金、人员等各不相同，营销的力度也不相同，但是对于绝大部分对于品牌意识比较注重的企业来说，全网营销是他们必然要追求的目标。

Although the resources, funds, personnel, and marketing efforts invested by each enterprise vary, for the vast majority of enterprises that place great emphasis on brand awareness, full network marketing is a goal they must pursue.