鸿媒体产品手册v2012.2-产品营销组出品
Supplier Manual Rev12
Flex-N-Gate MechanicalAssembliesSupplier ManualRev.12(For Bradford and Seeburn Division)For use with ISO 9001:2000 or ISO/TS 16949:2002 2nd EditionRevision: 12Revision Date: September 26, 2008Flex-N-Gate - BradfordVentra Group Co.Flex-N-Gate - BradfordSeptember 2008Enclosed please find the current release of Flex-N-Gate's Mechanical Assemblies Supplier Manual.All Suppliers to Flex-N-Gate Bradford and Flex-N-Gate Seeburn are required to be third party registered to ISO 9001:2000 or ISO/TS 16949:2002 2nd Edition by an accredited third-party certification body. Please refer to the manual for specific instructions regarding registration compliance and timing.The revised manual also addresses specific requirements for Flex-N-Gate and as such, compliance to all is required.This release shall supersede all other releases, please destroy any copies you may have. Please contact the undersigned should you require additional clarification.Sincerely,Fred Gilbert Jeff Poynter Steve Dobsi Glenn Sernoski Director of Purchasing Q.A. Manager Q.A. Manager Q.A. Manager Bradford Division Beaverton -Seeburn Tottenham -SeeburnEnclosureAmendment RecordDate of Revision Revision # Section # Details of Change September 1, 1995 1 All Initial ReleaseDecember 17, 1997 2 All Mission Statement,Name/SignaturesFebruary 5, 1999 3AllQS9000 Third EditionRevised Supplier Rating SystemSupplier Award ProgramJune 1, 2000 4 Sec. 14 Updated QF# 11December 11, 2000 5 All Updated Approval ListMarch 06, 2002 6 All Updated Company NameUpdated fiscal year dates in Sect. 6Added Glenn Sernoski to acknowledgementletterAdd Corrective Action Response to Sect. 22 May 16, 2002 7 All Company name change from Ventra to Flex-N-GateOctober 30, 2003 8 All Modified to reflect TS16949 standard March 1, 2006 9 All Mod. to reflect Bug-Free pkg./palletlegislation, Bar code labelling, delivery ofcertified safety stock, IMDS support doc.,Tooling, Containment, NAFTA regulations,Ford Heat TreatAugust 2, 2007 10 5 - PPAPSupplierPerformance Removed incorrect statementsClarified Low/Medium/High supplier PPAP requirementsClarified Supplier Performance ratingsNovember 2, 2007 11 4 – Risk Level Added on site assessments for High risksuppliersNovember 2, 2007 11 5 – PPAP Added PPAP’s to comply with latest AIAGPPAP manual and all referenced AIAGmanuals).Clarified that FNG owned check fixtures tocomply with FNG gauge standards manualPPAP package format to be as requested byFNG plantNovember 2, 2007 11 13-NAFTA Clarified annual submission requirement forNAFTA documentsNovember 2, 2007 11 1-Standard TermsAdded reference to all other Standard terms and conditionsNovember 2, 2007 11 11 –Containment/Non-conforming MaterialRevised sort/rework hourly rate from $75 to $50November 2, 2007 11 8, 9, 10 Added CQI-9, CQI-11 and CQI-12 annualassessments requirementSeptember 26, 2008126 Added reference to Tooling Invoice payment.IndexQuality Management System 1. ISO 9001:2000 Registration 2. Pre-Award Survey 3. Request for Quotation 4. Risk Level5. PPAP Requirement6. Tooling7. Annual Layouts8. Suppliers of Heat Treated Material 9. Suppliers of Plated Material 10. Suppliers of Coated Material11. Containment / Non Conforming Material 12. IMDS13. NAFTA DocumentationMaterial Requirements 1. Material Releasing 2. EDI3. Bar Code Labelling4. Packaging5. Delivery6. Payment Terms7. Supplier CommunicationSupplier Performance 1. Review Frequency 2. Rating System3. Supplier Award Program4. Administrative ChargesStandard Terms1. Standard Terms and conditionsQuality Management System1. ISO 9001:2000 RegistrationAll Suppliers are required to be 3rd party registered to a minimum of ISO 9001:2000 and in compliance with TS16949 2nd Edition, with a goal of upgrading to ISO/TS 16949 2nd Edition 2002, by October 1, 2006.Those Suppliers who are currently registered to a prior standard must upgrade to either ISO 9001:2000 or ISO/TS 16949 2nd Edition 2002 at the expiration of their current certification or in accordance with customer specific requirements as directed by Ford, General Motors and Daimler Chrysler.2. Pre-Award SurveyA Pre-Award (FAP.010) survey shall be conducted with new Suppliers under considerationfor award of business.All potential Suppliers must successfully pass the initial Pre-Award survey. Subsequent surveys may be conducted at Flex-N-Gate’s discretion.3. Request for QuotationPrior to award of any business, the supplier will be expected to complete the Flex-N-Gate RFQ form (FAP.006)with complete detailed cost breakdown. Should a discrepancy between the supplier’s layout and our layout occur, then our layout is to be followed.4. Risk LevelFlex N Gate will assess the risk level of each supplier for each part that they supply. Each supplier will receive a High, Medium or Low risk rating for each part they supply. The risk level will be noted on the Supplier PPAP request form (FQA.010). High risk suppliers will be required to have an onsite assessment (FQA.183) conducted by Flex N Gate’s quality department after PPAP but before to SOP.5. PPAP RequirementsFlex-N-Gate will issue the Supplier PPAP Request (form FQA.010) identifying submission requirements. Supplier PPAP’s must conform to the latest AIAG PPAP manual (including the latest AIAG forms) and all referenced latest AIAG manuals (ie. MSA, FMEA etc.) It will be responsibility of the Supplier to insure that the PPAP reflects the latest revision level of the controlled drawing issued by Flex-N-Gate. This form should be included with the supplier PPAP submission and used as a checking tool to ensure a complete submission.This form will be used as a communication tool back to the supplier if the PPAP submission requires additional or corrected information.It is the responsibility of the Supplier to meet all Appearance criteria directed by Flex-N-Gate on components that are deemed appearance items. The Supplier is responsible for providing resources and managing it’s sub-suppliers to ensure that Appearance parts are provided to Flex-N-Gate for approval by Flex-N-Gate customers in a timely manner. This applies to AAR submissions for initial PPAP approval, and any further AAR submissions required by Flex-N-Gate and its customers.Suppliers must only PPAP to the Flex-N-Gate controlled drawing. Tier-2 suppliers are responsible for the PPAP submission and approval of subsequent tier suppliers. Parts submitted with the PPAP should be individually identified to match dimensional report. All gauges owned by Flex N Gate must be built in accordance to Flex-N-Gate Gauge Standards (see Appendix for standards). All submissions, except annual revalidations, must include IMDS number and NAFTA Certificates (as per section 12/13). All PPAP documents must be sent as an entire package (electronically or hardcopy) and packaged in a format requested by the applicable Flex N Gate plant.Additionally suppliers whose parts are assembled into a Ford product will be required to submit annual level 3 PPAP’s to Flex N Gate. Suppliers who fall into this category, will be notified annually by the applicable Plant Quality department.Failure to submit a requested deliverable will result in the supplier’s PPAP being rejected. Flex-N-Gate PPAP specific requirements:Low / Medium Risk Suppliers:6 pcs. (per cavity) full layout minimumCapability study minimum 100 pcs.High Risk Suppliers:12 pcs (per cavity) full layout minimumCapability study minimum 100 pcs.See appendix for a sample of the PPAP Request.6. ToolingWhen Tooling is Kicked-Off to supplier (usually through a spot-buy Purchase Order), Supplier is required to fill in and return the Bailment Receipt form (FAP.027) and Tooling Information Sheet (FAP.028) to the Advance Purchasing Dept. at FNG. (see Appendix for sample forms). Failure to provide completed Bailment or Tooling forms may delay payment of final tooling invoice.Disposal of any Flex-N-Gate / Seeburn Tools is not allowed, unless given specific written instructions.7. Annual LayoutsSupplier’s to provide Flex-N-Gate’s Quality Assurance department, an annual layout (Level 2 submission) for all Flex-N-Gate released components. Layout will be due by the last day of the month, on the one year anniversary of the original layout.8. Suppliers of Heat Treated MaterialSuppliers of heat-treated material will be required to perform a Heat Treat System Assessment per CQI-9 second edition (available from AIAG) annually and submit to Flex N Gate’s Quality department when requested.9. Suppliers of Plated MaterialSuppliers of plated material will be required to perform a Plating System Assessment per CQI-11 (available from AIAG) annually and submit to Flex N Gate’s Quality department when requested.10. Suppliers of Coated MaterialSuppliers of coated material will be required to perform a Coating System Assessment per CQI-12 (available from AIAG) annually and submit to Flex N Gate’s Quality department when requested.11. Containment / Non Conforming MaterialSuppliers providing Non Conforming Material will receive a Non Conforming Material Report (NCMR) form FQA.036. See appendix for a sample.Suppliers must initiate a containment process to insure Flex-N-Gate does not receive any further Non Conforming Material.Suppliers must submit an initial 8-D report, indicating their Containment Plan within 24 hours of receiving an NCMR. The Containment Plan must include material in transit. The Containment Plan will be reviewed and agreed to by Flex-N-Gate.Suppliers receiving an NCMR will be responsible for submitting 8D Corrective Action as follows:Major Issues- if non-conforming material received by FNG from the supplier causes a major disruption (downtime) to production lines, and/or issue at FNG’s Customer. The supplier shall be responsible for all resulting costs.Internal containment at your facility must take place for 30 days subsequent to the implementation & approval of permanent Corrective Action.The Supplier shall submit a completed 8-D within 10 days. Any deviation from this requirement must be agreed to by FNG Quality dept.Minor Issues- if non-conforming material received by FNG from the supplier causes zero or minor disruption (no down time / no scrap / no issue at FNG Customer). The supplier shall certify the next three shipments.The supplier shall submit a completed 8-D within 10 days. Any deviation from this requirement must be agreed to by FNG Quality dept.Disposition shall be provided for Non-conforming material in the following manner:a) Use as is: material used, quantities not counted against PPM totalb) Sort / Rework: supplier will be charged a standard sort / rework fee ($50.00/hr);defective pieces found will be counted against PPM total.c) Removal of non-conforming material will be the responsibility of the supplier.Non-conforming material remaining over 48 hours at Flex-N-Gate will be subjectto $100.00 per day warehousing feed) A minimum $250.00 administration fee will be charged for each NCMR to coveradministration costs.12. IMDSSuppliers must register with IMDS (International Material Data System) on . See appendix for sample IMDS operating instructions.The Supplier is responsible for obtaining an IMDS-module reference number for each part number supplied to Flex-N-Gate. The IMDS reference number must be included with the PPAP submission on the PPAP form (FQA.010) and the Warrant.A supplier PPAP package will not be approved without this reference number being included with the submission. The IMDS-module of this purchased component must also have been submitted and approved by the appropriate Flex-N-Gate / Seeburn branch. Refer to the appropriate FNG-IMDS addresses when submitting a module: FNG-Bradford #23149, Seeburn-Tottenham #25099, Seeburn-Beaverton #3541.Declarable substances in a Supplier’s product must be reported in a declaration statement. Action plan to remove these prohibited substances must be submitted. Must review Analysis-Tab for “Declared / Prohibited” (DIP) substances. Please reference IMDS system for document instructions on DIP substances.13. Customs Documentation (NAFTA Certificate of Origin, AALA, Traced Value)Suppliers must include three (3) customs documents with their PPAP submission – North American Free Trade Agreement (NAFTA) Certificate of Origin, American Automotive Labelling Act (AALA) Manufacturer’s Affidavit and a Traced Value Statement.A new NAFTA certificate, AALA, and Traced Value is required to be re-submitted with each subsequent part number revision, supplier change and/or new part.If supplier is based from a non-NAFTA country, then “statement” of origin must be submitted.A supplier PPAP package will not be approved without required documentation being included with the submission.Suppliers shall submit all NAFTA documents (NAFTA Certificate of Origin, AALA and Traced Value Statement) for each part number that appears on their Purchase Order annually.A copy of the Purchase Order shall be submitted along with the NAFTA documents. The package shall be sent via e-mail or courier to the plant specific Materials Coordinator by October 31st each year.See appendix for sample blank certificate and associated links to websites.Materials Requirements1. Material releasingDomestic suppliers shall receive a minimum of 2 weeks firm and a minimum 4 weeks planning and/or material authorization.Overseas suppliers shall receive a minimum of 4 weeks firm and a minimum of 8 weeks planning and/or material authorization.It is the responsibility of the Supplier to insure all requirements are met as directed by the release and / or purchase order.2. EDISuppliers shall be capable of receiving and sending EDI transmissions.Flex-N-Gate will transmit the AIAG 830 transaction set (Planning/Firm release) to the Supplier. The Supplier will be responsible for transmitting the AIAG 997 upon receipt of the 830 releases. The Supplier will also be responsible for transmitting the AIAG 856 transaction set (Advance Shipping Notice) to Flex-N-Gate, upon shipment of material.Suppliers that are not EDI compliant must submit an Action Plan to Flex-N-Gate advising timing for completion prior to production kick-off.The Supplier will be responsible for updating the Action Plan every 6 months until Flex-N-Gate confirms their EDI capability.The Supplier shall have a process to automatically update Flex-N-Gate release requirements into the Manufacturing system thereby insuring data integrity.See appendix EDI for transaction specifications.3. Bar code labellingAll material shipped by the Supplier shall be identified with a bar code label. All cartons/containers shall be labelled.The bar code label shall meet the specifications provided by Flex-N-Gate. A Master Label is required for multiple containers of the same part number on a single pallet.The Supplier must have a process in place for scanning all bar code labels to create shipping documents and the Advance Shipping Notice. Failure to label correctly may result in administrative chargesSee appendix for Bar Code Label specifications.4. PackagingComponent packaging will be reviewed on an individual basis.In general, material designated as hand transfer may not exceed 35 lbs.; one lift cannot weigh more than 2,000 lbs.; maximum height cannot exceed 48 inches per liftSteel handling will be reviewed on an individual basis.All coils must not exceed 72 inches OD and no less than 20 inches ID.All suppliers must support the IPPC standards of Bug-Free wood packaging. Please refer to web site link (http://www.inspection.gc.ca/english/plaveg/protect/dir/d-98-08e.shtml) for detailed information.5. DeliverySupplier is responsible for 100% on time delivery.Supplier will be responsible for any premium freight incurred by short shipments. In the case of over shipments, at the buyer’s discretion the over shipment may be returned at the supplier’s cost.Supplier will be responsible for all costs incurred by Flex-N-Gate and/or Flex-N-Gate’s Customer due to late or short shipments.Certified Safety Stock for Overseas Shipments: Supplier must maintain a minimum of 4 weeks worth of 100% certified stock on a rotational basis.6. Payment termsFlex-N-Gate will provide Suppliers with the same terms as specified by Flex-N-Gate’s Customers. Payment is approximately 2nd week of 2nd month following shipment.7. Supplier CommunicationThe Supplier must notify Flex-N-Gate within 5 days of a change in personnel to its Department Management team by means of the Supplier Information Sheet (FAP.008). See appendix for a copy.The Supplier must notify Flex-N-Gate within 24 hours of a production interruption. The nature of the problem shall be communicated to Flex-N-Gate and immediate actions taken place for continued supply of product to Flex-N-Gate.Suppliers with collective bargaining agreements will be responsible for providing Flex-N-Gate with an Action Plan for potential production interruptions 6 months prior to negotiations.Product volume change requests from Flex-N-Gate increasing volume by 20% or more over the previously verified volume capability shall require full volume feasibility studies.Supplier Performance1. Review FrequencyPerformance shall be monitored on a quarterly basis. Suppliers shall be given a rating number from one (1) to five (5). A rating of one (1) is the highest and a rating of five (5) the lowest.During the Sourcing and Quoting process for further potential business, Supplier Performance Ratings shall be considered as part of the review.2. Rating SystemSuppliers shall be rated in the following areas:1. Quality Performance2. Delivery Performance3. Price Reduction4. Engineering Support5. PPAP Submission6. RFQ Response7. Corrective Action ResponseQuality Performance shall be rated based on a PPM figure.The Supplier shall be given a numerical score of one (1), three (3) or five (5).0 - Not rated1 - meets or is below PPM target3 - exceeds PPM target5 - Quality non-conformance caused missed shipment to customer Delivery Performance shall be given a rating from one (1) to five (5). Since Flex-N-Gate practices J.I.T. manufacturing, Flex-N-Gate must depend on Suppliers to deliver the correct quantity, on time to the correct location. Therefore, early/late (1 day) shipments, short shipments or over shipments are not acceptable. Numerical scores are broken down as follows.0 - Not rated1 - Delivery 100% on time3 - 1 missed shipment5 - Habitual problems (more than one (1) occurrence) / or causedmissed shipment to customerPrice Reduction shall be rated on an annual basis. A rating of one (1) to five (5) will be awarded0 - Not rated1 - Supports cost reduction and makes improvement proposals3 - Supports cost reduction5 - Does not support cost reductionN/A - Not Applicable-rated annuallyEngineering Support shall be rated on an annual basis. The rating shall be performed by Product Engineering and Purchasing. The rating is subjective, but where possible, justification for the rating shall be provided. A rating number of either one (1), three (3) or five (5) shall be given.0 - Not rated1 - Provided validated performance improvements or validatedcost reduction proposals, as well as meeting requirements for athree (3) rating. (VA/VE proposals)3 - Provided necessary Engineering support with good responsetime.5 - Provided poor Engineering support, poor response time orrequest for late engineering changes.N/A - Not Applicable-rated annuallyPPAP Submission shall be given a rating of 1-5. (Monitored Quarterly)0 - Not Rated1 - 100% on time and approved3 - Late but approved5 - Late and rejectedRequest for Quotation Response shall be given a rating of 1-5. (Monitored Quarterly)0 - Not rated1 - 100% on time3 - Late replies5 - Late and not competitiveCorrective Action Response shall be given a rating of 1-5. (Monitored Quarterly)0 - Not rated1 - 100% on time; Adequate corrective action implemented3 - Late response; Inadequate corrective action implemented5 - No response / No corrective action implemented3. Supplier Award ProgramSuppliers that achieve exemplary performance will be given preference for future work.Suppliers that perform poorly will have limited opportunity for future business and may loose current business. In the first quarter of each year (January to March) Flex-N-Gate’s Quality, Engineering, Production and Purchasing Departments will select suppliers that qualify for “Supplier of the Year”. Only Suppliers who meet the following criteria will be eligible to qualify.The following areas will be considered for selection from the previous performance January 1st to December 31st.1. Quality Performance - Meets or exceeds PPM Targets; ISO 9001:2000 (or ISO/TS169492nd edition 2002) registered2. Delivery – 100% on time.3. Price Reduction – Supports yearly Cost Improvement.4. Engineering Support – Continually demonstrates advanced technology and supportsVA/VE activities with cost improvement proposals.5. PPAP Submission – 100% on time and approved.6. RFQ Response – 100 % on time and competitive.7. Demonstrates leadership in Community Involvement.8. Demonstrates leadership in Employee Satisfaction.9. Demonstrates leadership in – Health and Safety Activities (Frequency, Severity, ISO14000)4. Administrative ChargesFailure to comply with the requirements of this manual may incite administrative charges of $250.00 plus cost of outside services, as agreed.Standard Terms1. Standard terms and conditionsAll other standard terms and conditions can be found on the following website:/buspolicyAppendix1. Request for Quote – FAP.0062. Pre-Award Survey – FAP.0103. PPAP Request form – FQA.0104. Gauge / Fixture Standards5. Non-Conforming Material Request form – FQA.0366. NAFTA certificate / Certificate of Origin7. AIAG 830, 856 and 997 transaction sets8. Bar code label specification9. Supplier Information Sheet – FAP.00810. Bailment Receipt Form –FAP.02711. Tooling Information Sheet –FAP.02812. Bug-Free Wood Packaging IPPC standards13. IMDS Operating Instructions –introduction14. Onsite Assessment- FQA.183。
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2024版新媒体营销ppt课件完整版
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Part
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新媒体营销团队建设与管理
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巨量引擎·商业产品-运营中心-西瓜视频效果营销产品手册说明书
巨量引擎·商业产品-运营中心2019年11月西瓜视频效果营销产品手册巨量引擎·商业产品运营中心出品2019年12月西瓜视频重点行业策略及案例西瓜视频效果广告的独特价值西瓜视频效果广告的投放方法123目录C o n t e n t s西瓜视频效果营销通案西瓜视频效果广告的独特价值P a r t1国内领先的PUGC视频平台好看给你新鲜好！独特专业价值西瓜视频效果广告营销价值用户类型丰富流量价值高广告模型更优用户活跃度高用户覆盖广泛带来持续充足稳定的广告展示机会用户覆盖广数据来源:QuestMobile;时间范围:2019年6月超3.5亿用户，5000万DAUn男性用户占比55%，女性用户占比45%；n 成都、广州、北京、上海用户最多；40亿日均视频播放量80分钟用户日均使用时长用户互动行为持续增长，广告接受度强用户活跃度高数据来源：头条指数；时间范围：2019年上半年，2018上半年有效播放占比=有效播放量/总播放量*100%；播放进度=视频总播放时长/视频总时长*100%2019-012019-022019-032019-042019-052019-062019-012019-022019-032019-042019-052019-062019Q1平均点赞量2019Q2平均点赞量2019Q2平均分享量2019Q1平均分享量平均点赞量平均分享量西瓜用户群体喜好丰富多样，助力广告主触达高匹配度人群用户类型丰富数据来源：商业算数中心；时间范围：2019年上半年；部分西瓜典型用户群体：营销特征：汽车的主力消费人群，最关心的购车的因素为安全、价格、动力、内饰等，营销素材可以在相关角度予以突出；营销特征：高度关注娱乐圈热点，对时尚走势相对敏感，达人、对达人和明星带货等内容抵抗力弱，易被种草;营销特征：用户重视肌肤护理，高度关注卸妆、面膜、防晒等内容；在美妆、快消、日化等行业具有高消费潜力；营销特征：母婴用品、洗护、饮食三类关注度最高，纸尿裤、驱蚊、奶粉等品牌具有优质营销机会点；营销特征：用户最喜爱的美食类型为：火锅，海鲜，烧烤，小龙虾等，餐饮相关行业客户有更好的营销机会；80后男性高线城市30岁以下95后女性高线城市老少皆宜95后女性城市分布均匀40岁以下90后女性城市分布均匀30岁以下90后女性城市分布均匀40岁以下以下沉市场为主，营销潜力巨大流量价值高用户主要集中于下沉市场，以年轻人为主人群年龄分布6%14.8%19.8%25.3%20.3%13.9%0510********一线新一线二线三线四线五线及以下人群地域分布9.87%21.11%25.16%13.55%13.31%19-24岁25-30岁31-35岁36-40岁41-45岁相比于一二线城市，下沉用户的生活相对安逸赋闲，具备空闲时间较多，消费欲望较强的特点数据来源：巨量引擎平台数据，《下沉市场的广告素材趋势分析》相对其他行业产品，西瓜视频可提供差异化的优质渠道流量流量价值高西瓜视频爱奇艺腾讯视频优酷用户活跃率（DAU/MAU）西瓜视频用户活跃率更高西瓜视频爱奇艺腾讯视频优酷日均使用10分钟以上用户占比西瓜视频用户使用时间更长日均使用30分钟以上用户占比31%34%31%42692017年9月10%9%爱奇艺2018年6月8070爱奇艺付费会员增长量（万人）33482017年6月10%腾讯7400腾讯付费会员增长量（万人）2018年6月随着付费用户增长，广告主视频营销空间日趋缩减西瓜与竞品的用户重合度低西瓜视频可形成优质流量互补多维模型预估，预估更准，效果更优广告模型更优预估对象—多维预估模型—ECPM广告排序第2名：广告主B 第3名：广告主C第1名：广告主A —深度目标转化出价—预估点击率预估转化率预估深度转化率点击出价（CPC）转化出价（oCPM、CPA）深度转化出价（ADO、KEO）展示购买（CPM）注：激活深度优化（ADO）：平衡激活成本与稳定付费率关键行为（KEO）：应用内事件转化目标获取付费强相关用户展现量点击量访问量深度转化浅层数据深度转化数据转化参与竞价ECPM=预估点击率×预估转化率×预估深度转化率×深度转化出价×1000三模型双出价-2.00%0.00%2.00%4.00%6.00%8.00%10.00%2019/11/22019/11/32019/11/42019/11/52019/11/62019/11/72019/11/82019/11/92019/11/102019/11/112019/11/122019/11/132019/11/142019/11/152019/11/162019/11/172019/11/182019/11/192019/11/202019/11/212019/11/222019/11/232019/11/242019/11/25西瓜视频预估CVR 偏差百分比-阶段性示例市场均值西瓜视频效果广告的投放方法Part2西瓜视频全智能效果营销体系，助力广告主提升营销效果、加快执行效率、降低营销成本创意工厂程序化创意灵感激发创意优化流量管理人群定向投放分级智能优化APP应用下载线索获取出价方式商品转化-鲁班—跨平台联合，生态互信共赢—巨量引擎ADX程序化对接与本地广告共享优质流量动态商品广告DPA商品库对接实现海量创意精准投放Marketing API一站式定制接口省时省力智能管理电商直投平台商家引进联合三方实现共赢创意经验分享创客交流社区创意效果案例即合平台星图平台巨量创意平台创意工具箱素材自动优化用户个性优化行业定制优化互动创意优化转化链路优化手动半自动全自动指定媒体分APP出价优选广告位场景广告位基础定向用户行为兴趣定向自定义定向计划诊断智能放量自动出价投放实验室CPMCPCoCPMCPA卡券下载分块下载技术分场景安装场景还原深度转化-付费深度转化-次留线索收集（橙子建站、青鸟线索通）线索运营（飞鱼CRM、呼叫中心）线索再营销（深度转化-有效获客）商品管理商品推广订单管理生意参谋高效创意拼装批量创意管理智能创意寻优最优创意衍生—广告投放闭环，推动转化达成—广告主在效果营销中主要痛点：流量效果效率创意拿量困难后端转化差投放人力不足素材吸引力低西瓜视频效果广告解决方案西瓜效果营销解决方案，助力广告主破局营销难题流量创意效果效率创意工具交易平台多维预估模型多种目标针对性优化投放管家Marketing API8大流量位9+定向维度获取优质流量•全链路流量产品-多场景触达用户•多种个性化定向模式-精准锁定目标人群西瓜视频全链路流量产品矩阵优质广告资源重点素材样式竖版视频横版视频横版大图组图竖版大图小图短视频后贴片广告频道信息流广告（量级大）横屏沉浸流（样式新颖）视频详情页广告视频相关推荐信息流广告长视频前贴片广告小视频draw 流广告视频详情页广告西瓜效果广告资源概览信息流广告（可播放）DAU:5000万信息流后贴片广告（可播放）DAU:2000万视频详情页广告（可播放）DAU:1500万视频相关推荐信息流广告（可播放）DAU:1500万西瓜效果广告资源概览长视频前贴片广告（可播放）DAU:700万详情页后贴片广告（可播放）DAU:400万小视频draw流广告（可播放）DAU:600万横屏沉浸流：对用户注意力实现“定点爆破”，提升转化效果横屏沉浸流视频（可播放）极致全屏，更大信息承载空间高度沉浸，广告展示效果好形式新颖，用户点击率更高定向策略：九大定向维度，精准锁定目标人群年龄段／性别／地域（省市、区县、海外）定点商圈、自定义地点定向人群包、排除人群包相似人群扩展DMP自定义人群基础属性LBS/商圈自然属性行为兴趣自定义Lookalike技术家电、金融、社交婚恋、招商加盟等游戏、房产、教育培训、旅游出行等行业关键词用户兴趣应用下载类：搜索/浏览/收藏/加购/成交等电商类：搜索/安装/下载/激活/付费等资讯类：阅读文章/观看视频/关注?点赞/打赏?分享等用户行为注：用户行为和兴趣均提供350个关键词和类目词方便广告主选择合适的人群定向策略：DMP自定义人群包，灵活支持个性化定向投放数据拓展Lookalike数据运算交叉| 合并| 排除自定义数据源基础人群包生成自定义人群管理组合人群包输出自定义投放策略根据人群策略投放定向重定向排除支持投前分析，为定向提供多种指导支持投后分析，指导未来投放上传：安装该游戏的种子用户群上传：该游戏中已付费用户群基础属性：特定手机型号人群、特定消费能力消费人群用户行为：关注游戏类KOL 广告行为：点击游戏广告广告行为：近三个月多次点击该广告但未转化人群传奇类游戏人群包数据拓展-Lookalike第二方第三方第一方数据运算-合并排除已转化/低ROI人群，避免预算浪费定向潜在人群特征，规模化精准拉新以某传奇类游戏APP 为例：多种对接方式| 个性化推荐提升转化效果•多目标针对性优化-应用下载、商品转化、线索管理应用下载：优化转化路径，提高转化率优化下载意愿低、速度慢、易失败的问题多场景产品优化，提升用户体验，促进下载获取潜在用户下载后无转化深度转化数据对接，有效获取高价值用户完善转化链路一致性，提高安装成功率全程了解用户动向效果导向适用行业：社交通讯、实用工具、综合资讯等下载失败率优化（点击归因）卡券下载Appstore预加载分块下载分场景安装厂商合作场景还原deeplink调起深度转化深层下载完成安装完成激活开始下载点击注册关键行为付费/留存应用下载：使用点击归因，客观科学评估渠道价值，提升营销精准度案例：某社交app2019年9月，完成应用商店直投切换•CTR、CVR分别增长6%和38%，同时CPA下降13%•合理归因，帮助拿量渠道包归因转为点击归因后，之前由于厂商的引导无法被归因到字节的转化可以正常归因，有利于模型的学习和跑量。
品牌联盟-新鸿媒体产品介绍-2013.04
固定(横幅/矩形)、对联、贴片、验证码
支持 媒体类型定向
受众：受众引擎精准锁定目标受众
灵活定制采购受众，覆盖站内站外受众上网全过程
受众 采购
定向 技术
创意：丰富形式捕捉吸引位名称 新闻二级浏览页2号通栏 新闻首页2号通栏 新闻首页3号通栏 新闻首页4号通栏 新闻首页5号通栏 新闻检索右侧1号 新闻检索右侧2号 新闻检索右侧3号 贴吧首页通栏 贴吧首页二屏通栏 贴吧首页底部通栏 贴吧内容页通栏 视频子频道通栏 视频搜索结果页底部通栏 视频首页通栏 视频作品详情页底部通栏 图片搜索详情页右侧
通过借势热点事件，覆盖更广泛的潜在受众，突出良好品牌形象
试乘试驾
通过对特定目标消费者的集中覆盖，传达活动信息，促进特定区域知名度提升
鸿媒体策略
根据奥迪的需求，鸿媒体分别制定相应的产品策略，最大化满足奥迪推广目标。
投放受众 新品上市
• 核心受众 • 潜力受众 • 竞品受众 • 核心受众 • 潜力受众 • • • • • • • •
• •
兴趣定向：爱好“汽车” 等 搜索行为定向：关注奥迪、竞品、新车上市信息
新品上市
• • • •
搜索行为定向：关注奥迪、竞品、新车购买信息 回头客定向：到访过奥迪官网页面 地域定向：锁定活动城市与周边城市，如“北京” 时间定向：锁定工作日白天时间，如“8:00—18:00”
试乘试驾
系统受众描述-兴趣定向
导入广告
基本信息
每个订单可以建１个或多个广告。什么情况下需要创建多个广告？
情况1：不同的定向使用不同的创意 例：核心受众-右下富媒体，潜在受众-横幅 情况2：划分时段，分配预算 例：活动预热期：10万预算，活动进行中：50万预算
2012手机终端营销管理培训
成为营销高手
——一名销售人员的成长日记
深圳市博瑞世纪科技有限公司· 市场营销部 二0一二年六月一十八日
此报告仅为内训材料，仅适用于内部员工使用
分享
TCQ011124BJ(GB)
分享，是一件快乐的事情 分享，是一群人的互动 分享，相互学习，增进感情，提升团队作业效率 期待， 博瑞拥有一个每时每刻分享的大家庭
TCQ011124BJ(GB)
常犯错误—时间和市场管理
错误 1.没有条理 2.把技术当拐杖 3.失去焦点 4.在困难面前退宿 5.缺乏销售预测能力 6.缺乏市场管理能力 7.在不合格的客户上花太多时间 改正
20
TCQ011124BJ(GB)
常犯错误—做销售记录
错误 1.不坚持做销售记录 2.不评估你的成效 3.不建立标杆 4.不能每天都提高自己 改正
一、基本概念 1.零售商/批发商/代理商/经销商/分销商/包销商 二、手机是什么产品? 快速消费工业电子互联网终端产品 三、渠道功能与作用 1.资金平台 2.物流平台 3.覆盖平台 4.客户管理与服务，提升服务水平 5.市场推广平台 6.信息管理 7.售后服务
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TCQ011124BJ(GB)
手机渠道发展史
任职资格
职责内容
1.销售目标的达成与计划实施 2.客户、渠道拓展与管理工作 3.策划、公关与市场开拓工作 4.内勤、商务活动的管理工作 5.负责具体促销活动组织实施 6.销售工作实施、推进与管理 7.销售回款、费用预算与控制
考核指引
1.考核频率 采用月度/季度 2.关键指标 销售任务/目标 销售费用/回款、运营商/客户关系 渠道拓展覆盖广度/深度
如 销 何 售 做 操 好 盘 手 机
功能列表
批量操作是内容的批量移动，把想移动的信息批量的复制（关系复制） 到指定分类下或把该分类下的内容移除 管理员可以管理商城所有收发的站内信 管理员可以发布公告，公告可以在所有的会员和商户中心显示 管理员可以添加多个友情链接，和其他网站做连接交换 当会员被冻结后，会员可以申请解冻，此时需要填写解冻申请单，供管 理员查看并解冻 可以查看已经被冻结的会员名单 对系统中所有会员进行管理，包括会员的基本信息编辑、查看、列为黑 名单、修改密码、修改会员等级、修改会员类型等操作。 可以管理会员申请的所有订阅 管理员可以添加会员等级，并为会员设定达到等级的条件 查询和搜索会员兑换积分的操作记录 查询和搜索所有会员的积分。（积分是在购买商品时通过一定的比例系 统自动赠送的，可以用来兑换代金券） 当线下完成合同后，需要将商家的信息录入到商城并分配帐号供商户登 录维护自己的数据 商户的列表，管理员可以检索商户。 管理员可以添加商户角色，分配商户中心的权限给商户 后台可以批量导入商户 商家入驻商城可以填写入驻申请单，由客服人员进行线下联系 管理员可以通过商品分类，推荐商户在前端展示 管理员可以添加对商户回访的记录
频道板块用于管理所有前台所有频道（专区）的发布,删除，编辑的操 作 管理员可通过该功能管理频道，对频道进行增、删、改、查，通过这些 操作可以把前台的每个专区进行管理，往每个版块配置数据(商品，广 告，内容)等数据。频道板块跟数据间的关系是关联的关系。所以在频 道删除时，则跟所配置的数据解除关系但并不删除对应的数据。 支持电视端和Web端。 该板块用对前台展示的广告进行增，删，改，查的管理，可以选择不同 的广告分类，和不同的广告展示风格。 广告分类是指一个广告在系统前台展示模板中的位置的定义，在实际操 作中已实际意义。 广告展示风格是指对某个广告的展示形式 对广告排期进行管理， 支持对不同广告位、不同终端、不同时间发布 的广告进行配置。 管理员可添加内容，所属类型为内容的类型：分为文本类型即文本内 容，下载类型，即允许上去一个文件提供下载，连接类型即此文章外链 到别的路径，添加的内容是否显示取决于加入的分类是否是已经关联了 频道的资讯的 显示板块，如果管理则该内容将在前台显示。 内容管理是管理员发布的内容，管理员可以进行内容查询。 内容分类管理是管理员添加内容分类的集合，管理员可以添加、编辑、 删除分类
RedexPro-使用手册
RedexPro媒资管理后台2015-7目录一. 后台通用 (4)1.1.地址与浏览器 (4)1.2.登录 (4)1.3.页面分布 (5)1.4.当前管理员与退出 (5)二. 媒体发布人员功能 (6)2.1.发布视频 (6)2.1.1. 文件选择 (6)2.1.2. 设置媒体属性 (8)2.1.3. 设置媒体栏目 (10)2.2.内容一览 (11)2.2.1. 正常任务 (11)2.2.2. 异常任务 (14)2.2.3. 栏目内容 (15)三. 视频管理人员功能 (16)3.1.视频审核 (16)3.2.视频管理 (17)3.3.栏目管理 (18)3.4.推荐管理 (19)3.5.访问统计 (22)3.5.1. 视频访问量统计 (22)3.5.2. 栏目访问量统计 (23)3.5.3. 并发量统计 (24)四. 系统管理人员功能 (25)4.1.系统一览 (25)4.2.转码任务一览 (26)4.3.前台用户管理 (28)4.4.组织管理 (30)4.5.用户类型管理 (31)4.6.管理员管理 (32)4.7.编码配置 (33)五. 超级管理员功能 (35)5.1.安全日志 (35)5.2.角色管理 (36)5.3.功能管理 (37)5.4.前台登录日志 (38)5.5.设备管理 (38)5.5.1. 设备列表 (38)5.5.2. 新建/编辑设备 (39)一.后台通用1.1. 地址与浏览器媒资管理系统后台的访问地址是http://61.175.198.156:5500/login.jsp 适用的浏览器建议是：使用IE9以上、Chome 35.0以上、火狐30.0以上版本1.2. 登录在登录页，输入用户、密码和验证码后，可以进行后台管理员的登录（并鉴别权限）。
1.3. 页面分布如上图所示，页面分为功能菜单栏和首页内容两部分。
其中功能菜单栏包括当前管理员可以进行的所有功能（展开式显示），这部分始终显示，首页内容包括系统状态和快速功能入口按钮，其中系统状态栏仅系统管理员和超级管理员可见，快速功能入口和左侧的功能栏相似，只是操作更加直观。
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标准视频
性
1精准定位
2媒体把控3搜索整合 KA产品营销组 出品 5优势一： 精准定位
独有的“天目”技术，只有鸿媒体能@
目录 CONTENTS
1 2 3
产品简介 产品特性 定富媒体形式增加品牌的 曝光量，旨在为品牌广告主提升品牌价值，打造高端品牌形象。 鸿媒体整合中国最优质的目”精准定向技术，帮助广告主准确锁定目标受众 ，直接建立品牌沟通。
Proposal-关键词
BMW M系，BMW M3，BMW M5，宝马M6…… 奔驰AMG，奔驰C63，奥迪R8，凯迪拉克ATS-V…… 法拉利，兰博基尼，阿斯顿马丁，布加迪威龙…… 跑车，四门轿跑深流程
1.提供Brief 需求单& SEM关键词 PM Brief注意事项 明确投放需求：投放目标，投放时间 明确消费需求：每天准备消费多少预算、CPM单价 2.和创意团队沟通创意核上线
Ps：广告上线后数据查看需要发送给到
通过地域定向，广告主能实现细化到355个市级/区级地域的定向，集中力量向
精确到小时的时间定向，让广告主自由锁定“黄金时间”，提高投放效率。
•单条广告频次管理（频次定向） •创意播放管理
设定广告对同一个受众在每日及投放Campaign内的展现上限，避免过度曝光导致投放浪费。 广告主的不同广告创意，可以对同一受众按顺序或随机展示，让受众连贯体验品牌故事，加 深效流量； 有效的商业变现模式，每年为互联网生态圈带去亿级的收入；： 搜索整номын сангаас键字，鸿媒体锁 定广告主的目标群体
目标消费者来到平时经常浏览的网站， KA产品营销组 出品 9
定向方式
鸿媒体同时采用地域定向、频次控制、创意轮显等投放技术，让广告高效到达， 打动人心，充分满足广告主的个性化需求。 •地域定向
中国网民已达4.5亿
2006
2007
2008：Alexa, CNNIC, 艾瑞
优势一： 精准定位
搜索关键词，是网民表达需求最直接的方式 广告主买的是人群而不是广告位
案例：鸿媒体如何找到目标人群？
BMW Brief-目标人群
关注BMW品牌50万以上车型的人群 关注核心竞品的人群 关注价格在100万以上超级跑