DTC Lab｜未来品牌之路
BeyondPod「DTC Lab」是一档专注品牌营销的商业类节目，深入讨论如何围绕中国极具特色的数字化基础设施，打造直面用户（direct to consumer）的未来品牌这一话题。 节目涵盖三条主线： 1 数字基建：如何看待、理解、投资以抖音、微信、微博、小红书、天猫、美团为代表的内容/社交/电商/生活服务平台 2 营销科技：先进技术和工具已经并将继续改变营销，创造新的市场机会与时代红利 3 行业赛道：不同行业的品牌如何以用户/客户为中心，进行产品、营销、运营和商业模式创新 来自不同背景的嘉宾在此汇聚、交流碰撞，带来不同视角的前沿观点和个人故事。 主理人AY和制作人Hec试图将「DTC」作为一种方法，秉持实验精神（Lab），坚持探索多元的内容形态风格，通过线上线下读书会、城市见面会、案例小组、节目共创等多种形式建立一个紧密链接、深度交流的品牌营销社区，构建一个富有群体智慧的价值网络。 本节目由创意播客... more
| Publishes | Twice monthly | Episodes | 97 | Founded | 3 years ago |
|---|---|---|---|---|---|
| Language |  ZH-CN | Number of Listeners | Categories | BusinessEducation |
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Latest Episodes
【主理人来信📨 文/艾勇】
作为中国文化最重要的时点，春节营销（CNY，chinese new year）通常也是经营中国市场的国内外品牌全年最重要的营销战役。在经济环境压力山大、流量竞争日趋内卷的当下，相比于618、双十一这种直接了当的大促时点，CNY为品牌不仅提供了一个短期“爆量档期”，同时也扮演着长期品牌资产和本土文化认同的建设场域。
和品牌专家李倩、美内主编笑笑一起，我们分析了不同品类在春节营销上的着力点和打法。基于消费者在“囤货、聚餐、礼赠、换新、出行”等场景中的角色不同，不同... more
【主理人来信📨 文/艾勇】
本期节目是和我们节目之前的嘉宾——秒针营销科学院谭北平院长的对谈，录制的背景是他主笔的一份《2026数字营销趋势报告》。这份报告采集了中国市场200位广告主和17位资深营销科学家的洞察观点，含金量十足。
在这些营销科学家和从业者看来，站在2026年初，中国数字营销行业站在营销技术革命与品牌价值重构的十字路口。过去的2025年中，AI技术高速发展，能力更新快速迭代，新概念层出不穷，生成式AI从内容工具升级为企业基础设施，深度融入创意、洞察、投放等营销环节内，不仅... more
【主理人来信📨 文/艾勇】
本期是《社交千斤顶》与《美妆内行人》寒笑、《直立行走》锤总的欢乐串台。
既是年终盘点，也是为即将到来的新一年营销趋势进行赛博算命。
我们从微博年度关键词出发，一起回顾了今年令人印象深刻的热点营销案例——瑞幸、多领国、海尔、麦当劳、霸王茶姬、蜜雪冰城、苏超、vivo、DQ......皆因具备“人感”与“情趣”——能听劝、会玩梗，在“嘴巴时代”占得先机；反之，停留在“喇叭时代”、只顾单向输出的品牌则日渐乏力。
大社交叠加大AI的时代已经到来。2026年，品牌要... more
【主理人来信📨 文/艾勇】
这期节目的嘉宾是身体护理品牌浴见的创始人Lily。
最早认识Lily是两年前她来录BeyondPod 旗下另外一档节目《美妆内行人》，聊李佳琦和花西子的舆论风波，她作为一位资深公关人来分享公众人物和企业品牌在危机中的处理与应对。那期节目反响热烈，也上了小宇宙首页推荐，到年底我出差长沙正好顺路去她公司交流学习。接下来的两年，Lily是美内返场最多的嘉宾之一，持续给我们分享品牌打造的经验干货，也分享她在公司经营管理中的学习和思考。
这次录DTC的机缘是浴见在创... more
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hi 如标题
Apple Podcasts4Ail-JS
United States2 years ago - 选题12
请问在哪里可以看到完整的音频内容文字版？
Apple Podcasts5热………China3 years ago
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Apple Podcasts | #103 | China/Business |
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