阿里巴巴上线淘宝后的十多年，中国的网上贸易经历了迅猛的发展与重塑。随着中国经济增长进入个位数阶段，一二线城市对口碑行销反应灵敏；下沉市场则发展出一套属于自己的品牌认知。老牌电商平台，例如京东和淘宝，正面临来自抖音、拼多多和小红书等新晋对手的激烈竞争。 口碑行销的即刻满足感，极大助推了由网红主导的“休闲购物”的崛起。这也迫使中国电子商务的巨擘们，迈向探寻品牌与消费者互动新的电商业务模式。旧架构正在消解，新方法亟待检验；新旧争霸、风云激荡的市场中，品牌怎样才能够笑傲群雄？

1-5 Ogilvy WPP ROI Presentation Case Studies CN.pdf

自1948年大卫·奥格威创立以来，奥美始终致力于为客户的品牌，打造极具影响力及代表性的营销传播作品。时至今日，奥美作为屡获殊荣的整合创意网络, 其遍布 83 个国家的 131个办公室秉持“让品牌更有意义”的宗旨，为众多财富五百强公司及本土企业效力。通过为品牌运筹帷幄、创造体验、树立名声，奥美以六项核心专长：品牌策略、广告、消费者互动及销售、公关及影响力、数字化转型、战略合作，在每个维度里提供服务，满足品牌的需求。奥美集团是 WPP (NASDAQ: WPPGY)旗下公司，更多信息请访问 http://www.ogilvy.com/ 。

Ogilvy has been producing iconic, culture-changing marketing campaigns since the day its founder David Ogilvy opened up shop in 1948. Today, Ogilvy is an award-winning integrated creative network that makes brands matter for Fortune Global 500 companies as well as local businesses across 132 offices in 83 countries. The company creates experiences, design and communications that shape every aspect of a brand’s needs through six core capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships. Ogilvy is a WPP company (NASDAQ: WWPGY). For more information, visit http://www.ogilvy.com/