{"id":11783,"date":"2014-11-27T01:32:05","date_gmt":"2014-11-27T01:32:05","guid":{"rendered":"https:\/\/www.sisinternational.com\/?page_id=11783"},"modified":"2025-09-08T11:46:25","modified_gmt":"2025-09-08T15:46:25","slug":"%e5%93%81%e7%89%8c%e5%ae%a2%e6%88%b6%e7%a0%94%e7%a9%b6","status":"publish","type":"page","link":"https:\/\/www.sisinternational.com\/zh_hk\/solutions\/branding-and-customer-research-solutions\/branding-customer-research\/","title":{"rendered":"\u54c1\u724c\u8207\u5ba2\u6236\u7814\u7a76"},"content":{"rendered":"<h1 class=\"wp-block-heading p1\">\u54c1\u724c\u8207\u5ba2\u6236\u7814\u7a76<\/h1>\n\n\n\n<figure class=\"gb-block-image gb-block-image-aa4c6532\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-aa4c6532\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Customer-shopping-2.jpg\" alt=\"SIS \u570b\u969b\u5e02\u5834\u7814\u7a76\u8207\u7b56\u7565\" title=\"\u9867\u5ba2\u8cfc\u7269\uff082\uff09\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Customer-shopping-2.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Customer-shopping-2-300x168.jpg 300w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Customer-shopping-2-1024x574.jpg 1024w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Customer-shopping-2-768x430.jpg 768w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Customer-shopping-2-18x10.jpg 18w\" sizes=\"auto, (max-width: 1456px) 100vw, 1456px\"><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">\u70ba\u4ec0\u9ebc\u54c1\u724c\u548c\u5ba2\u6236\u7814\u7a76\u662f\u73fe\u4ee3\u5546\u696d\u4e16\u754c\u7684\u91cd\u8981\u7d44\u6210\u90e8\u5206\uff1f\u6bcf\u500b\u54c1\u724c\u90fd\u5e0c\u671b\u5411\u53d7\u773e\u50b3\u9054\u5176\u7368\u7279\u7684\u8eab\u4efd\u548c\u50f9\u503c\u89c0\u3002\u7136\u800c\uff0c\u5982\u679c\u5c0d\u5ba2\u6236\u7fa4\u7f3a\u4e4f\u6df1\u5165\u4e86\u89e3\uff0c\u5c31\u5f88\u96e3\u6253\u9020\u51fa\u80fd\u5920\u5f15\u8d77\u4ed6\u5011\u5171\u9cf4\u7684\u54c1\u724c\u5f62\u8c61\u3002\u6b63\u56e0\u5982\u6b64\uff0c\u54c1\u724c\u548c\u5ba2\u6236\u7814\u7a76\u65e8\u5728\u5f4c\u5408\u9019\u7a2e\u8a8d\u77e5\u5dee\u8ddd\uff0c\u78ba\u4fdd\u4f01\u696d\u80fd\u5920\u6839\u64da\u76ee\u6a19\u53d7\u773e\u7684\u9700\u6c42\uff0c\u91cf\u8eab\u5b9a\u5236\u8cc7\u8a0a\u3001\u7522\u54c1\u548c\u9ad4\u9a57\u3002.&nbsp;<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">\u54c1\u724c\u548c\u5ba2\u6236\u7814\u7a76\u7684\u91cd\u8981\u6027<\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">\u54c1\u724c\u548c\u5ba2\u6236\u7814\u7a76\u662f\u5169\u500b\u95dc\u9375\u696d\u52d9\u7d44\u6210\u90e8\u5206\u7684\u5354\u540c\u4f5c\u7528\uff0c\u53ef\u4ee5\u63d0\u5347\u516c\u53f8\u5728\u5e02\u5834\u4e2d\u7684\u5730\u4f4d\u3002<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>\u54c1\u724c\u63a8\u5ee3\uff1a<\/b><span style=\"font-weight: 400;\"> \u54c1\u724c\u50b3\u9054\u4e86\u516c\u53f8\u7684\u7cbe\u795e\u3001\u50f9\u503c\u89c0\u548c\u7368\u7279\u7684\u92b7\u552e\u4e3b\u5f35\u3002\u7136\u800c\uff0c\u5982\u4f55\u78ba\u4fdd\u54c1\u724c\u80fd\u5f15\u8d77\u76ee\u6a19\u53d7\u773e\u7684\u5171\u9cf4\u5462\uff1f\u9019\u5c31\u662f\u5ba2\u6236\u7814\u7a76\u767c\u63ee\u4f5c\u7528\u7684\u5730\u65b9\u3002<\/span><\/li>\n\n\n\n<li><b>\u5ba2\u6236\u7814\u7a76\uff1a<\/b><span style=\"font-weight: 400;\"> \u5b83\u6df1\u5165\u4e86\u89e3\u5ba2\u6236\u7684\u884c\u70ba\u3001\u504f\u597d\u3001\u9700\u6c42\u548c\u75db\u9ede\u3002\u900f\u904e\u4e86\u89e3\u5ba2\u6236\u662f\u8ab0\u3001\u4ed6\u5011\u60f3\u8981\u4ec0\u9ebc\u4ee5\u53ca\u4ed6\u5011\u7684\u60f3\u6cd5\uff0c\u4f01\u696d\u53ef\u4ee5\u8abf\u6574\u5176\u54c1\u724c\u63a8\u5ee3\u5de5\u4f5c\uff0c\u4f7f\u5176\u66f4\u6709\u91dd\u5c0d\u6027\u548c\u66f4\u6709\u6548\u3002<\/span><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">\u2026\u2026\u54c1\u724c\u548c\u9867\u5ba2\u7814\u7a76\u4e4b\u9593\u7684\u5171\u751f\u95dc\u4fc2\u6709\u5e7e\u500b\u597d\u8655\uff1a<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>\u2022 \u589e\u5f37\u7684\u9867\u5ba2\u9ad4\u9a57\uff1a<\/b><span style=\"font-weight: 400;\"> \u900f\u904e\u4e86\u89e3\u5ba2\u6236\u504f\u597d\u3001\u75db\u9ede\u548c\u671f\u671b\uff0c\u4f01\u696d\u53ef\u4ee5\u512a\u5316\u5ba2\u6236\u65c5\u7a0b\uff0c\u78ba\u4fdd\u6bcf\u500b\u63a5\u89f8\u9ede\u7684\u6eff\u610f\u5ea6\u3002<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>\u2022 \u6709\u6548\u7684\u884c\u92b7\uff1a<\/b><span style=\"font-weight: 400;\"> \u54c1\u724c\u5851\u9020\u8207\u5ba2\u6236\u7814\u7a76\u6709\u52a9\u65bc\u4f01\u696d\u5236\u5b9a\u66f4\u7cbe\u6e96\u7684\u884c\u92b7\u7b56\u7565\u3002\u4e86\u89e3\u76ee\u6a19\u53d7\u773e\u7684\u6ce8\u610f\u529b\u96c6\u4e2d\u5728\u54ea\u88e1\u4ee5\u53ca\u4ed6\u5011\u559c\u6b61\u4ec0\u9ebc\u6a23\u7684\u8a0a\u606f\uff0c\u624d\u80fd\u78ba\u4fdd\u884c\u92b7\u9810\u7b97\u5f97\u5230\u6709\u6548\u5229\u7528\u3002.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>\u2022 \u964d\u4f4e\u696d\u52d9\u98a8\u96aa\uff1a<\/b><span style=\"font-weight: 400;\"> \u5982\u679c\u6709\u53ef\u9760\u7684\u7814\u7a76\u652f\u6301\uff0c\u63a8\u51fa\u65b0\u7522\u54c1\u6216\u9032\u5165\u65b0\u7684\u7d30\u5206\u5e02\u5834\u7684\u98a8\u96aa\u5c31\u6703\u964d\u4f4e\u3002\u5b83\u66f4\u6e05\u6670\u5730\u5c55\u793a\u4e86\u6f5b\u5728\u7684\u6a5f\u6703\u548c\u9677\u9631\u3002<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>\u2022 \u63d0\u9ad8\u5ba2\u6236\u5fe0\u8aa0\u5ea6\uff1a <\/b><span style=\"font-weight: 400;\">\u7576\u4f01\u696d\u6301\u7e8c\u6eff\u8db3\u6216\u8d85\u8d8a\u5ba2\u6236\u671f\u671b\u6642\uff0c\u5c31\u6703\u57f9\u990a\u4fe1\u4efb\u548c\u5fe0\u8aa0\u5ea6\u3002\u4e00\u500b\u50be\u807d\u5ba2\u6236\u610f\u898b\u4e26\u6839\u64da\u56de\u994b\u63a1\u53d6\u884c\u52d5\u7684\u54c1\u724c\u66f4\u6709\u53ef\u80fd\u7559\u4f4f\u4ed6\u5011\u3002<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>\u2022 \u7af6\u722d\u512a\u52e2\uff1a <\/b><span style=\"font-weight: 400;\">\u5728\u7522\u54c1\u548c\u670d\u52d9\u901a\u5e38\u76f8\u4f3c\u7684\u884c\u696d\u4e2d\uff0c\u5dee\u7570\u5316\u56e0\u7d20\u662f\u54c1\u724c\u53ca\u5176\u5c0d\u5ba2\u6236\u7684\u7406\u89e3\u3002\u7814\u7a76\u63d0\u4f9b\u4e86\u53ef\u7528\u4f86\u4fdd\u6301\u9818\u5148\u65bc\u7af6\u722d\u5c0d\u624b\u7684\u898b\u89e3\u3002<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>\u2022 \u7522\u54c1\u958b\u767c\uff1a<\/b><span style=\"font-weight: 400;\"> \u5ba2\u6236\u7814\u7a76\u7684\u56de\u994b\u5728\u7522\u54c1\u958b\u767c\u968e\u6bb5\u975e\u5e38\u5bf6\u8cb4\uff0c\u53ef\u78ba\u4fdd\u65b0\u7522\u54c1\u6216\u529f\u80fd\u7b26\u5408\u5ba2\u6236\u7684\u771f\u6b63\u9700\u6c42\u548c\u610f\u9858\u3002<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>\u2022 \u63d0\u9ad8\u6295\u8cc7\u5831\u916c\u7387\uff1a<\/b><span style=\"font-weight: 400;\"> \u5728\u5ba2\u6236\u7814\u7a76\u6d1e\u5bdf\u7684\u6307\u5c0e\u4e0b\uff0c\u5c0d\u54c1\u724c\u548c\u884c\u92b7\u5de5\u4f5c\u7684\u6295\u8cc7\u66f4\u6709\u53ef\u80fd\u7522\u751f\u6b63\u9762\u7684\u56de\u5831\u3002\u4f01\u696d\u53ef\u4ee5\u66f4\u6709\u6548\u5206\u914d\u8cc7\u6e90\uff0c\u7784\u6e96\u6700\u5177\u6210\u9577\u6f5b\u529b\u548c\u53c3\u8207\u5ea6\u7684\u9818\u57df\u3002<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>\u2022 \u767c\u73fe\u5e02\u5834\u5dee\u8ddd\uff1a <\/b><span style=\"font-weight: 400;\">\u54c1\u724c\u548c\u5ba2\u6236\u7814\u7a76\u53ef\u4ee5\u63ed\u793a\u672a\u958b\u767c\u7684\u7d30\u5206\u5e02\u5834\u6216\u4f01\u696d\u53ef\u4ee5\u6eff\u8db3\u7684\u9700\u6c42\u3002\u5728\u7af6\u722d\u5c0d\u624b\u4e4b\u524d\u8b58\u5225\u9019\u4e9b\u5dee\u8ddd\u53ef\u4ee5\u70ba\u54c1\u724c\u63d0\u4f9b\u5148\u767c\u512a\u52e2\uff0c\u5f9e\u800c\u4f7f\u4ed6\u5011\u80fd\u5920\u6355\u7372\u65b0\u7684\u5ba2\u6236\u7fa4\u3002<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>\u2022 \u589e\u5f37\u9867\u5ba2\u9ad4\u9a57\uff1a <\/b><span style=\"font-weight: 400;\">\u900f\u904e\u4e86\u89e3\u5ba2\u6236\u7684\u75db\u9ede\u3001\u504f\u597d\u548c\u9858\u671b\uff0c\u4f01\u696d\u53ef\u4ee5\u5b8c\u5584\u5176\u7522\u54c1\u3001\u670d\u52d9\u548c\u6574\u9ad4\u9ad4\u9a57\u3002\u4e00\u500b\u6301\u7e8c\u53d6\u6085\u5ba2\u6236\u7684\u54c1\u724c\u66f4\u6709\u53ef\u80fd\u57f9\u990a\u5fe0\u8aa0\u5ea6\u548c\u64c1\u8b77\u5ea6\u3002<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>\u2022 \u6709\u6548\u7684\u884c\u92b7\u8207\u8a0a\u606f\u50b3\u905e\uff1a<\/b><span style=\"font-weight: 400;\"> \u54c1\u724c\u53ef\u4ee5\u5ba2\u88fd\u5316\u884c\u92b7\u8a0a\u606f\uff0c\u4ee5\u8207\u76ee\u6a19\u53d7\u773e\u7522\u751f\u6df1\u523b\u7684\u5171\u9cf4\u3002\u7576\u54c1\u724c\u7684\u6e9d\u901a\u7b26\u5408\u9867\u5ba2\u7684\u60c5\u611f\u548c\u9858\u671b\u6642\uff0c\u5b83\u5c31\u80fd\u5be6\u73fe\u66f4\u597d\u7684\u53c3\u8207\u5ea6\u548c\u8f49\u63db\u7387\u3002<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">\u5e38\u898b\u7814\u7a76\u65b9\u6cd5&nbsp;<\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400;\">\u5728\u54c1\u724c\u548c\u5ba2\u6236\u7814\u7a76\u7684\u5ee3\u95ca\u4e16\u754c\u4e2d\uff0c\u5404\u7a2e\u65b9\u6cd5\u4f7f\u4f01\u696d\u80fd\u5920\u6df1\u5165\u7814\u7a76\u5ba2\u6236\u7684\u5fc3\u7406\u3001\u504f\u597d\u548c\u884c\u70ba\u3002\u6bcf\u7a2e\u65b9\u6cd5\u90fd\u63d0\u4f9b\u7368\u7279\u7684\u898b\u89e3\uff0c\u53ef\u4ee5\u6839\u64da\u7814\u7a76\u7684\u7279\u5b9a\u76ee\u6a19\u9032\u884c\u9078\u64c7\u3002\u4ee5\u4e0b\u662f\u4e00\u4e9b\u5e38\u7528\u65b9\u6cd5\u7684\u6df1\u5165\u63a2\u8a0e\uff1a<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>\u2022 \u8abf\u67e5\uff1a<\/b><span style=\"font-weight: 400;\"> \u8abf\u67e5\u662f\u6700\u5e38\u898b\u7684\u65b9\u6cd5\u4e4b\u4e00\uff0c\u5b83\u5141\u8a31\u4f01\u696d\u5f9e\u4e00\u5927\u7fa4\u4eba\u90a3\u88e1\u6536\u96c6\u53ef\u91cf\u5316\u7684\u6578\u64da\u3002\u900f\u904e\u4f7f\u7528\u7cbe\u5fc3\u8a2d\u8a08\u7684\u554f\u5377\uff0c\u8abf\u67e5\u53ef\u4ee5\u63d0\u4f9b\u6709\u95dc\u5ba2\u6236\u6eff\u610f\u5ea6\u3001\u7522\u54c1\u504f\u597d\u548c\u54c1\u724c\u8a8d\u77e5\u7684\u898b\u89e3\u3002<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>\u2022 \u7126\u9ede\u5c0f\u7d44\uff1a <\/b><span style=\"font-weight: 400;\">\u7126\u9ede\u5c0f\u7d44\u7531\u4e00\u5c0f\u7fa4\u53c3\u8207\u8005\u7d44\u6210\uff0c\u8a0e\u8ad6\u8207\u54c1\u724c\u548c\u5ba2\u6236\u7814\u7a76\u76f8\u95dc\u7684\u7279\u5b9a\u4e3b\u984c\u6216\u4e00\u7d44\u4e3b\u984c\u3002\u4e3b\u6301\u4eba\u5f15\u5c0e\u8a0e\u8ad6\uff0c\u4e92\u52d5\u63d0\u4f9b\u4e86\u5c0d\u5ba2\u6236\u611f\u53d7\u3001\u770b\u6cd5\u548c\u60f3\u6cd5\u7684\u8c50\u5bcc\u898b\u89e3\u3002<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>\u2022 \u6df1\u5ea6\u8a2a\u8ac7\uff1a <\/b><span style=\"font-weight: 400;\">\u9019\u4e9b\u662f\u4e00\u5c0d\u4e00\u7684\u63a1\u8a2a\uff0c\u6df1\u5165\u63a2\u8a0e\u500b\u4eba\u89c0\u9ede\u3002\u7576\u8a66\u5716\u7406\u89e3\u8207\u54c1\u724c\u548c\u5ba2\u6236\u7814\u7a76\u76f8\u95dc\u7684\u8907\u96dc\u884c\u70ba\u6216\u6c7a\u7b56\u6642\uff0c\u5b83\u5011\u7279\u5225\u6709\u7528\uff0c\u5b83\u5011\u63d0\u4f9b\u4e86\u5ba2\u6236\u65c5\u7a0b\u548c\u52d5\u6a5f\u7684\u8a73\u7d30\u8996\u5716\u3002<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><b>\u2022 \u89c0\u5bdf\u7814\u7a76\uff1a<\/b><span style=\"font-weight: 400;\"> 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400;\">\u4eba\u7a2e\u5b78\u7814\u7a76\u662f\u4e00\u7a2e\u66f4\u8eab\u81e8\u5176\u5883\u7684\u89c0\u5bdf\u6027\u7814\u7a76\u5f62\u5f0f\uff0c\u8981\u6c42\u7814\u7a76\u4eba\u54e1\u5c07\u81ea\u5df1\u6c89\u6d78\u5728\u5ba2\u6236\u7684\u74b0\u5883\u4e2d\u3002\u9019\u662f\u4e00\u7a2e\u5168\u9762\u7684\u5ba2\u6236\u7814\u7a76\u65b9\u6cd5\uff0c\u53ef\u4ee5\u5e6b\u52a9\u4f01\u696d\u4e86\u89e3\u5f71\u97ff\u8cfc\u8cb7\u6c7a\u7b56\u7684\u6587\u5316\u548c\u793e\u6703\u56e0\u7d20\u3002<\/span><\/p>\n\n\n\n<figure class=\"gb-block-image gb-block-image-2ae3436d\"><img loading=\"lazy\" decoding=\"async\" width=\"1456\" height=\"816\" class=\"gb-image gb-image-2ae3436d\" src=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Customer-shopping-4.jpg\" srcset=\"https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Customer-shopping-4.jpg 1456w, https:\/\/www.sisinternational.com\/wp-content\/uploads\/2025\/08\/Customer-shopping-4-300x168.jpg 300w, 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wp-block-paragraph\">\u5982\u679c\u54c1\u724c\u6c92\u6709\u771f\u6b63\u7684\u201c\u8072\u97f3\u201d\uff0c\u80fd\u5920\u6e05\u695a\u5730\u5411\u5ba2\u6236\u50b3\u9054\u7522\u54c1\u6216\u670d\u52d9\u7684\u50f9\u503c\uff0c\u90a3\u9ebc\u5b83\u5f88\u53ef\u80fd\u6703\u5728\u773e\u591a\u7af6\u722d\u5c0d\u624b\u4e2d\u8ff7\u5931\u65b9\u5411\uff0c\u4e26\u5f88\u5feb\u5f9e\u6d88\u8cbb\u8005\u7684\u610f\u8b58\u4e2d\u6d88\u5931\u3002\u4e86\u89e3\u60a8\u7684\u5e02\u5834\u662f\u958b\u767c\u5f37\u5927\u7684\u54c1\u724c\u8a0a\u606f\u4e26\u78ba\u4fdd\u7522\u54c1\u6216\u670d\u52d9\u7684\u6210\u529f\u548c\u9577\u58fd\u7684\u95dc\u9375\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading p1\"><span class=\"s1\">\u4e86\u89e3\u72c0\u6cc1<\/span><\/h2>\n\n\n\n<p class=\"p1 wp-block-paragraph\">SIS\u63a1\u7528\u7368\u7279\u7684\u54c1\u724c\u5e02\u5834\u7814\u7a76\u65b9\u6cd5\u3002\u6211\u5011\u7d50\u5408\u591a\u7a2e\u6d1e\u5bdf\u7522\u751f\u65b9\u5f0f\uff0c\u70ba\u5ba2\u6236\u63d0\u4f9b\u6e05\u6670\u8a73\u76e1\u7684\u5e02\u5834\u5206\u6790\u3002\u6211\u5011\u4ee5\u4e8b\u5be6\u70ba\u4f9d\u64da\u3002\u4f01\u696d\u8981\u5728\u672a\u4f86\u5236\u5b9a\u6709\u6548\u7684\u54c1\u724c\u7b56\u7565\uff0c\u5c31\u5fc5\u9808\u4e86\u89e3\u7576\u524d\u7684\u6d88\u8cbb\u8005\u8a8d\u77e5\u683c\u5c40\u3002.<\/p>\n\n\n\n<p class=\"p1 wp-block-paragraph\"><strong>\u6211\u5011\u56de\u7b54\u95dc\u9375\u554f\u984c\uff0c\u4f8b\u5982\uff1a<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading p1\"><span class=\"s1\">\u6211\u5011\u7684\u7d9c\u5408\u7814\u7a76\u89e3\u6c7a\u65b9\u6848<\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u5b9a\u6027\u7126\u9ede\u5c0f\u7d44\uff1a<\/strong> 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and Customer research discovers new insights that can drive engagement and 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