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一、用 “產(chǎn)地信任” 筑牢推廣根基
1、 Build a solid foundation for promotion with 'trust in origin'
山東是 “中國(guó)產(chǎn)業(yè)帶” 的核心陣地，企業(yè)推廣要把 “產(chǎn)地優(yōu)勢(shì)” 變成 “信任背書”：
Shandong is the core position of the "China Industrial Belt", and enterprise promotion should turn "origin advantages" into "trust endorsements":
供應(yīng)鏈可視化：讓 “山東制造” 看得見
Supply Chain Visualization: Making 'Shandong Manufacturing' Visible
拍攝工廠 / 農(nóng)田的日常：威海海鮮企業(yè)可直播凌晨捕撈船回港的場(chǎng)景，鏡頭對(duì)準(zhǔn)分揀臺(tái)上活蹦亂跳的鲅魚，配文 “北緯 37° 黃金海域直采，48 小時(shí)鎖鮮到家”；淄博陶瓷企業(yè)可拍匠人手工上釉的細(xì)節(jié)，突出 “每一道釉彩都經(jīng)過 1380℃窯火淬煉”，用真實(shí)場(chǎng)景替代硬廣。
Daily filming of factories/farmland: Weihai seafood companies can livestream the scene of fishing boats returning to port in the early morning. The camera focuses on the lively and jumping mackerel on the sorting table, with the caption "Directly harvested from the golden sea area at 37 ° N latitude, locked in fresh food for 48 hours"; Zibo ceramic enterprises can capture the details of manual glazing by craftsmen, highlighting that "each glaze color is quenched by 1380 ℃ kiln fire" and using real scenes to replace hard surfaces.
地域化資質(zhì)包裝：把地理標(biāo)簽變流量入口
Regionalized qualification packaging: turning geotags into traffic entry points
在產(chǎn)品標(biāo)題和詳情頁突出山東元素：比如 “章丘大蔥種植基地直供”“煙臺(tái)蘋果?海關(guān)認(rèn)證出口級(jí)品質(zhì)”“德州扒雞?30 年非遺老湯鹵制”。電商平臺(tái)搜索關(guān)鍵詞加入地域詞（如 “山東阿膠糕”“青島啤酒酵母面包”），精準(zhǔn)吸引關(guān)注產(chǎn)地的用戶。
Highlight Shandong elements in product titles and detail pages, such as "Zhangqiu Scallion Planting Base Direct Supply", "Yantai Apple and Customs Certified Export Grade Quality", "Dezhou Braised Chicken and 30-year Intangible Cultural Heritage Old Soup Stew". The search keywords of e-commerce platform are added with regional words (such as "Shandong ass hide glue cake" and "Qingdao beer yeast bread") to accurately attract users who pay attention to the origin.
客戶見證 “本土化”：用身邊案例建立信任
Customer witnesses' localization ': building trust with examples from around us
邀請(qǐng)本地客戶拍攝證言視頻：臨沂小商品企業(yè)可拍 “義烏批發(fā)商親測(cè)：山東產(chǎn)貨架比南方貨多承重 20 斤”；濟(jì)南軟件公司可展示 “齊魯銀行 / 山東高速等本地企業(yè)合作畫面”，用熟悉的本地品牌增強(qiáng)信任感。
Inviting local customers to shoot a testimonial video: Linyi small commodity enterprises can shoot "Yiwu wholesaler's personal test: Shandong made shelves bear 20 pounds more weight than southern goods"; Jinan Software Company can showcase the collaboration between local enterprises such as Qilu Bank and Shandong Expressway, enhancing trust with familiar local brands.
二、避坑指南：拒絕 “假大空”，守住 “山東實(shí)在”
2、 Guide to Avoiding Pits: Reject the 'Fake Big Sky' and Hold onto the 'Shandong Reality'
不硬蹭熱點(diǎn)，只做 “相關(guān)化延伸”
Do not forcefully ride on hot topics, only do 'related extensions'
淄博燒烤爆火時(shí)，非餐飲企業(yè)可拍 “山東工廠的燒烤團(tuán)建”，展現(xiàn) “山東人干活實(shí)在，擼串也實(shí)在”；曹縣漢服出圈時(shí)，周邊的配飾企業(yè)可做 “漢服配飾的山東產(chǎn)地揭秘”，避免強(qiáng)行關(guān)聯(lián)。
When Zibo barbecue exploded, non catering enterprises could take photos of "barbecue group construction of Shandong factory" to show that "Shandong people work hard and strip the skewers is also real"; When Caoxian Hanfu emerges, surrounding accessory companies can reveal the Shandong origin of Hanfu accessories to avoid forced association.

數(shù)據(jù)造假要不得，口碑比流量更重要
Data fraud is unacceptable, reputation is more important than traffic
山東用戶反感 “虛頭巴腦”，企業(yè)要把精力放在產(chǎn)品和服務(wù)上：比如如實(shí)標(biāo)注 “山東大蔥可能有泥土，發(fā)貨前會(huì)盡量清理”“陶瓷制品手工制作，可能有細(xì)微瑕疵”，反而能贏得信任。
Shandong users are averse to "empty heads and brainless ideas", and companies need to focus on products and services: for example, truthfully labeling "Shandong scallions may have soil, and will be cleaned as much as possible before shipment" and "handmade ceramic products may have minor flaws" can actually win trust.
避免 “全省通吃”，聚焦細(xì)分市場(chǎng)
Avoid 'province wide' and focus on segmented markets
中小企業(yè)優(yōu)先打透本地或周邊市場(chǎng)：德州的扒雞企業(yè)先做好 “京津冀魯” 區(qū)域推廣，臨沂的小商品先服務(wù)好 “江浙滬批發(fā)商”，用區(qū)域口碑帶動(dòng)全國(guó)認(rèn)知。
Priority should be given to small and medium-sized enterprises to penetrate local or surrounding markets: Pickled chicken enterprises in Dezhou should first promote the "Beijing Tianjin Hebei Shandong" region, while small commodities in Linyi should first serve "Jiangsu Zhejiang Shanghai wholesalers" and use regional reputation to drive national awareness.
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