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品牌中国网:脉脉的职场品牌价值论

2019-08-06 16:32   责任编辑:徐良伟 文章来源:品牌中国网 https://www.brandwang.cn

品牌中国网www.brandwang.cn:脉脉的职场品牌价值论

2013年10月上线至今,脉脉陆续吸引了互联网、金融、文化传媒等众多行业的职场人群,如今注册用户已达数千万。在一家咖啡厅内,记者采访了脉脉联合创始人吴晓晶,乐视高管出身的她,有着丰富的工作经验和缜密的营销逻辑。从3月份带领团队来到脉脉之后,她陆续策划了一系列的营销活动,以多个精彩的营销案例,成功带领脉脉重回互联网营销圈和大众视野之中。

Since its launch in October 2013, the Internet, finance, cultural media and many other industries have attracted a large number of people in the workplace. Today, tens of millions of registered users have been registered. In a coffee shop, the reporter interviewed Wu Xiaojing, co-founder of Pulse and Vein. She is a senior executive with rich working experience and meticulous marketing logic. After leading the team to the pulse in March, she has successively planned a series of marketing activities to successfully lead the pulse back to the Internet marketing circle and the public vision with many wonderful marketing cases.

与领英正面竞争,产品本土化是制胜法宝

每个创业者背后都有一些故事,脉脉的创始人林凡也不例外。2003年,林凡的母亲不幸身患癌症,他和家人全力救治,却没有找到最佳的医疗资源。几年后,他才发现周围有人脉可以帮忙联系到顶尖医生,这件事给他的触动很大,从而产生了创立人脉交流平台的想法。

Localization of products is the magic weapon to win in the face of competition with the leaders

Every entrepreneur has some stories behind him, and Lin Fan, the founder of the pulse, is no exception. In 2003, Lin Fan's mother suffered from cancer. He and his family tried their best to cure her, but failed to find the best medical resources. A few years later, he found out that there was a network around him that could help him reach the top doctors. It touched him a lot and gave rise to the idea of creating a platform for networking.

2013年10月,脉脉正式上线,主张建立线上个人商务品牌,并首次提出“真实职业形象”与“人脉共享”的概念,这也是脉脉一直以来的品牌核心。

In October 2013, Pulse officially launched, advocating the establishment of online personal business brand, and for the first time put forward the concept of "real professional image" and "networking sharing", which has been the core of the brand.

结合中国人情社会的现状,在美国社会心理学家米尔格伦的六度关系理论之后,林凡提出了“五同关系”理论(同事、同校、同行、同乡、共同的朋友),形成了脉脉独特的用户关系网络,旨在帮助职场人建立线上个人品牌、拓宽人脉,从而获得更好的职业机会。

Combining with the current situation of Chinese human society, after the six-degree relationship theory of American social psychologist Milgren, Lin Fan put forward the theory of "five-in-one relationship" (colleagues, colleagues, peers, fellow townsmen and common friends), forming a unique user relationship network, aiming at helping workers to establish online personal brand and broaden it. Networking, so as to get better career opportunities.

创立初期的脉脉面临的行业情形并不乐观,2014年2月,全球职业社交网站LinkedIn(领英)进驻中国,中文版网站也同步上线。2015年,领英本土团队独立研发的职场社交App —“赤兔”上线。

In February 2014, LinkedIn (LinkedIn), a global professional social networking website, entered China and the Chinese version of the website was launched simultaneously. In 2015, Red Rabbit, a workplace social app independently developed by the British local team, was launched.

面对美国互联网巨头的竞争,脉脉从最初对领英的模仿,陆续对产品作出了本土化、人性化的调整和智能升级。在人脉分析、招聘和匿名交流三大功能的基础上,上线了实名动态、实名认证、升级版聊天等功能。脉脉因此发展为信息更加真实,沟通更加便利的内容平台,近期职播、话题、行业头条的出现,为用户提供了更多学习和交流的机会。

Faced with the competition of American Internet giants, from the initial imitation of the leader, products have been localized, humanized adjustment and intelligent upgrading. On the basis of three functions of network analysis, recruitment and anonymous communication, the functions of real-name dynamic, real-name authentication and upgraded chat are online. As a result, it has developed into a content platform with more authentic information and more convenient communication. Recently, the emergence of job broadcasting, topic and industry headlines has provided more opportunities for users to learn and communicate.

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