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<section class="tn-Powered-by-XIUMI" style="margin: 0.8em 0px 0.5em; padding: 0px; max-width: 100%; color: #3e3e3e; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16.25px; line-height: 32px; white-space: normal; border: 0px; overflow: hidden; box-sizing: border-box !important; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; display: inline-block; font-size: 1em; font-family: inherit; text-align: inherit; text-decoration: inherit; color: #ffffff; border-color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0.3em 0.5em; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; height: 2em; display: inline-block; text-align: center; font-size: 1em; line-height: 1.4; vertical-align: top; font-family: inherit; background-color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"><img src="/Public/forum/ueditor/image/20151024/1445652861555410.jpg" alt="1445652861555410.jpg" />案例营销传播的市场背景</section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; display: inline-block; height: 2em; width: 0.5em; vertical-align: top; border-left-width: 0.5em; border-left-style: solid; border-left-color: #f96e57; font-size: 1em; border-right-color: #f96e57; border-top-width: 1em !important; border-top-style: solid !important; border-top-color: transparent !important; border-bottom-width: 1em !important; border-bottom-style: solid !important; border-bottom-color: transparent !important;"></section> </section> <section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; color: inherit; font-family: inherit; font-size: 1em; line-height: 32px; white-space: normal; border: 0px; clear: both; text-align: justify; text-decoration: inherit; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">在楼市依旧低迷的大环境下,地产行业的龙头企业万科，希望通过新的平台寻找新市场增长点，<span class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; color: inherit; font-family: inherit; font-size: 1em; text-decoration: inherit; line-height: 1.6;">2014年双11，万科这个来自被认为最不可能踏足电商的地产业巨头，决定借势大淘宝双十一，携旗下18城市108楼盘集体参战，成为电商史上首家参战双十一的房地产开发商</span></section> <section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.8em 0px 0.5em; padding: 0px; max-width: 100%; color: #3e3e3e; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16.25px; line-height: 32px; white-space: normal; border: 0px; overflow: hidden; box-sizing: border-box !important; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; display: inline-block; font-size: 1em; font-family: inherit; text-align: inherit; text-decoration: inherit; color: #ffffff; border-color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0.3em 0.5em; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; height: 2em; display: inline-block; text-align: center; font-size: 1em; line-height: 1.4; vertical-align: top; font-family: inherit; background-color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">营销传播的目标</section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; display: inline-block; height: 2em; width: 0.5em; vertical-align: top; border-left-width: 0.5em; border-left-style: solid; border-left-color: #f96e57; font-size: 1em; border-right-color: #f96e57; border-top-width: 1em !important; border-top-style: solid !important; border-top-color: transparent !important; border-bottom-width: 1em !important; border-bottom-style: solid !important; border-bottom-color: transparent !important;"></section> </section> <section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.8em 0px 0.5em; padding: 0px; max-width: 100%; box-sizing: border-box; color: #3e3e3e; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16.25px; line-height: 32px; white-space: normal; border: 0px; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px 0.3em 0px 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; display: inline-block; float: left; width: 1.3em; height: 1.3em; border-radius: 100%; vertical-align: top; text-align: center; border: 1px solid #f96e57; line-height: 1.2; font-size: 2em; font-family: inherit; text-decoration: inherit; color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">1</section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px 0px 0px 0.3em; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; vertical-align: bottom;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; line-height: 1.2; font-size: 16.25px; font-family: inherit; text-align: inherit; text-decoration: inherit; color: #2a343a;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">向网购消费者传达万科触网电商的决心</section> </section> </section> <section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.8em 0px 0.5em; padding: 0px; max-width: 100%; box-sizing: border-box; color: #3e3e3e; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16.25px; line-height: 32px; white-space: normal; border: 0px; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px 0.3em 0px 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; display: inline-block; float: left; width: 1.3em; height: 1.3em; border-radius: 100%; vertical-align: top; text-align: center; border: 1px solid #f96e57; line-height: 1.2; font-size: 2em; font-family: inherit; text-decoration: inherit; color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">2</section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px 0px 0px 0.3em; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; vertical-align: bottom;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; line-height: 1.2; font-size: 16.25px; font-family: inherit; text-align: inherit; text-decoration: inherit; color: #2a343a;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">培养消费者在淘宝搜万科，看万科，买万科的习惯</section> </section> </section> <section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.8em 0px 0.5em; padding: 0px; max-width: 100%; box-sizing: border-box; color: #3e3e3e; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16.25px; line-height: 32px; white-space: normal; border: 0px; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px 0.3em 0px 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; display: inline-block; float: left; width: 1.3em; height: 1.3em; border-radius: 100%; vertical-align: top; text-align: center; border: 1px solid #f96e57; line-height: 1.2; font-size: 2em; font-family: inherit; text-decoration: inherit; color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">3</section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px 0px 0px 0.3em; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; vertical-align: bottom;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; line-height: 1.2; font-size: 16.25px; font-family: inherit; text-align: inherit; text-decoration: inherit; color: #2a343a;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">借势双十一，尝试打通线上购房流程，达成销售，制造营销事件</section> </section> </section> <section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.8em 0px 0.5em; padding: 0px; max-width: 100%; color: #3e3e3e; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16.25px; line-height: 32px; white-space: normal; border: 0px; overflow: hidden; box-sizing: border-box !important; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; display: inline-block; font-size: 1em; font-family: inherit; text-align: inherit; text-decoration: inherit; color: #ffffff; border-color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0.3em 0.5em; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; height: 2em; display: inline-block; text-align: center; font-size: 1em; line-height: 1.4; vertical-align: top; font-family: inherit; background-color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">营销方案的核心创意</section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; display: inline-block; height: 2em; width: 0.5em; vertical-align: top; border-left-width: 0.5em; border-left-style: solid; border-left-color: #f96e57; font-size: 1em; border-right-color: #f96e57; border-top-width: 1em !important; border-top-style: solid !important; border-top-color: transparent !important; border-bottom-width: 1em !important; border-bottom-style: solid !important; border-bottom-color: transparent !important;"></section> </section> <section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.8em 0px 0.5em; padding: 0px; max-width: 100%; box-sizing: border-box; color: #3e3e3e; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16.25px; line-height: 32px; white-space: normal; border: 0px; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px 0.3em 0px 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; display: inline-block; float: left; width: 1.3em; height: 1.3em; border-radius: 100%; vertical-align: top; text-align: center; border: 1px solid #f96e57; line-height: 1.2; font-size: 2em; font-family: inherit; text-decoration: inherit; color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">1</section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px 0px 0px 0.3em; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; vertical-align: bottom;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; line-height: 1.2; font-size: 16.25px; font-family: inherit; text-align: inherit; text-decoration: inherit; color: #2a343a;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">"借力双十一 ，<span class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; font-family: inherit; font-size: 16.25px; line-height: 1.2; text-align: inherit; text-decoration: inherit;">通过阿里妈妈，聚合流量，触达消费者</span></section> </section> </section> <section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.8em 0px 0.5em; padding: 0px; max-width: 100%; box-sizing: border-box; color: #3e3e3e; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16.25px; line-height: 32px; white-space: normal; border: 0px; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px 0.3em 0px 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; display: inline-block; float: left; width: 1.3em; height: 1.3em; border-radius: 100%; vertical-align: top; text-align: center; border: 1px solid #f96e57; line-height: 1.2; font-size: 2em; font-family: inherit; text-decoration: inherit; color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">2</section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px 0px 0px 0.3em; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; vertical-align: bottom;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; line-height: 1.2; font-size: 16.25px; font-family: inherit; text-align: inherit; text-decoration: inherit; color: #2a343a;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">通过淘宝房产，实现在线的购买转化</section> </section> </section> <section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.8em 0px 0.5em; padding: 0px; max-width: 100%; box-sizing: border-box; color: #3e3e3e; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16.25px; line-height: 32px; white-space: normal; border: 0px; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px 0.3em 0px 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; display: inline-block; float: left; width: 1.3em; height: 1.3em; border-radius: 100%; vertical-align: top; text-align: center; border: 1px solid #f96e57; line-height: 1.2; font-size: 2em; font-family: inherit; text-decoration: inherit; color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">3</section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px 0px 0px 0.3em; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; vertical-align: bottom;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; line-height: 1.2; font-size: 16.25px; font-family: inherit; text-align: inherit; text-decoration: inherit; color: #2a343a;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">通过余额宝，最终实现线上房产交易的落地"</section> </section> </section> <section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.8em 0px 0.5em; padding: 0px; max-width: 100%; color: #3e3e3e; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16.25px; line-height: 32px; white-space: normal; border: 0px; overflow: hidden; box-sizing: border-box !important; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; display: inline-block; font-size: 1em; font-family: inherit; text-align: inherit; text-decoration: inherit; color: #ffffff; border-color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0.3em 0.5em; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; height: 2em; display: inline-block; text-align: center; font-size: 1em; line-height: 1.4; vertical-align: top; font-family: inherit; background-color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">创意背景</section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; display: inline-block; height: 2em; width: 0.5em; vertical-align: top; border-left-width: 0.5em; border-left-style: solid; border-left-color: #f96e57; font-size: 1em; border-right-color: #f96e57; border-top-width: 1em !important; border-top-style: solid !important; border-top-color: transparent !important; border-bottom-width: 1em !important; border-bottom-style: solid !important; border-bottom-color: transparent !important;"></section> </section> <section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; color: inherit; font-family: inherit; font-size: 1em; line-height: 32px; white-space: normal; border: 0px; clear: both; text-align: justify; text-decoration: inherit; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">已走过六年的天猫双十一购物狂欢节以及已进入四年的阿里妈妈双十一物价回到十年前系列活动，在消费者心中建立起了&ldquo;双11=有便宜&rdquo;的心理锚定。</section> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">　</section> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">以这种心理锚定，结合万科地产的品牌背书及万科楼盘外围充分的曝光和预热，加上余额宝线上认筹的便捷，足以打破消费者购房决策的最后心防，从而在双十一完成线上成交。</section> <section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.8em 0px 0.5em; padding: 0px; max-width: 100%; color: #3e3e3e; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16.25px; line-height: 32px; white-space: normal; border: 0px; overflow: hidden; box-sizing: border-box !important; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; display: inline-block; font-size: 1em; font-family: inherit; text-align: inherit; text-decoration: inherit; color: #ffffff; border-color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0.3em 0.5em; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; height: 2em; display: inline-block; text-align: center; font-size: 1em; line-height: 1.4; vertical-align: top; font-family: inherit; background-color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">方案实施流程</section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; display: inline-block; height: 2em; width: 0.5em; vertical-align: top; border-left-width: 0.5em; border-left-style: solid; border-left-color: #f96e57; font-size: 1em; border-right-color: #f96e57; border-top-width: 1em !important; border-top-style: solid !important; border-top-color: transparent !important; border-bottom-width: 1em !important; border-bottom-style: solid !important; border-bottom-color: transparent !important;"></section> </section> <section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.5em 0px; padding: 0px; max-width: 100%; box-sizing: border-box; color: #3e3e3e; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16.25px; line-height: 32px; white-space: normal; width: 670px; border: none; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; width: 40px; height: 40px; float: right; word-wrap: break-word !important;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 1px; box-shadow: #666666 -1px 1px 2px;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; border-width: 20px; border-style: solid; border-color: transparent transparent #999999 #999999;"></section> <section class="tn-Powered-by-XIUMI" style="margin: -38px 0px 0px 1px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; border-width: 18px; border-style: solid; border-color: transparent transparent #fffff0 #fffff0;"></section> </section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 670px; height: 141.46484375px; border: 1px solid #cccccc;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px 0px 0px 8px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 533.984375px; height: 40px; line-height: 1.5em; border-bottom-width: 5px; border-bottom-style: solid; border-color: #f96e57; font-size: 1.5em; font-family: inherit; text-align: inherit; text-decoration: inherit; color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">1、冠名引流</section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.5em 0px 0px; padding: 8px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 667.5px; height: 90.9765625px; font-size: 1em; font-family: inherit; text-decoration: inherit; color: #2a343a;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">在流量成本飞涨的双十一期间，通过冠名阿里妈妈的双十一官方活动&ldquo;物价变回十年前&rdquo;，以相对较低的成本，获得较稳定曝光和流量，同时借专享的万科房产分会场实现消费者的触达与互动</section> </section> </section> <section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.5em 0px; padding: 0px; max-width: 100%; box-sizing: border-box; color: #3e3e3e; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16.25px; line-height: 32px; white-space: normal; width: 670px; border: none; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; width: 40px; height: 40px; float: right; word-wrap: break-word !important;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 1px; box-shadow: #666666 -1px 1px 2px;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; border-width: 20px; border-style: solid; border-color: transparent transparent #999999 #999999;"></section> <section class="tn-Powered-by-XIUMI" style="margin: -38px 0px 0px 1px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; border-width: 18px; border-style: solid; border-color: transparent transparent #fffff0 #fffff0;"></section> </section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 670px; height: 116.46484375px; border: 1px solid #cccccc;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px 0px 0px 8px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 533.984375px; height: 40px; line-height: 1.5em; border-bottom-width: 5px; border-bottom-style: solid; border-color: #f96e57; font-size: 1.5em; font-family: inherit; text-align: inherit; text-decoration: inherit; color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">2、互动传播</section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.5em 0px 0px; padding: 8px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 667.5px; height: 65.9765625px; font-size: 1em; font-family: inherit; text-decoration: inherit; color: #2a343a;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">以各地楼盘秒杀价格竞猜，结合各地互动奖品的定向发放，实现线上互动奖励结合区域定向引导至线下核销的O2O闭环</section> </section> </section> <section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.5em 0px; padding: 0px; max-width: 100%; box-sizing: border-box; color: #3e3e3e; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16.25px; line-height: 32px; white-space: normal; width: 670px; border: none; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; width: 40px; height: 40px; float: right; word-wrap: break-word !important;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 1px; box-shadow: #666666 -1px 1px 2px;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; border-width: 20px; border-style: solid; border-color: transparent transparent #999999 #999999;"></section> <section class="tn-Powered-by-XIUMI" style="margin: -38px 0px 0px 1px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; border-width: 18px; border-style: solid; border-color: transparent transparent #fffff0 #fffff0;"></section> </section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 670px; height: 91.46484375px; border: 1px solid #cccccc;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px 0px 0px 8px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 533.984375px; height: 40px; line-height: 1.5em; border-bottom-width: 5px; border-bottom-style: solid; border-color: #f96e57; font-size: 1.5em; font-family: inherit; text-align: inherit; text-decoration: inherit; color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">3、交易转化</section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.5em 0px 0px; padding: 8px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 667.5px; height: 40.9765625px; font-size: 1em; font-family: inherit; text-decoration: inherit; color: #2a343a;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">以淘宝房产，作为万科与消费者互动沟通后，达成购买转化的交易平台</section> </section> </section> <section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.5em 0px; padding: 0px; max-width: 100%; box-sizing: border-box; color: #3e3e3e; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16.25px; line-height: 32px; white-space: normal; width: 670px; border: none; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; width: 40px; height: 40px; float: right; word-wrap: break-word !important;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 1px; box-shadow: #666666 -1px 1px 2px;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; border-width: 20px; border-style: solid; border-color: transparent transparent #999999 #999999;"></section> <section class="tn-Powered-by-XIUMI" style="margin: -38px 0px 0px 1px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; border-width: 18px; border-style: solid; border-color: transparent transparent #fffff0 #fffff0;"></section> </section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 670px; height: 91.46484375px; border: 1px solid #cccccc;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px 0px 0px 8px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 533.984375px; height: 40px; line-height: 1.5em; border-bottom-width: 5px; border-bottom-style: solid; border-color: #f96e57; font-size: 1.5em; font-family: inherit; text-align: inherit; text-decoration: inherit; color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">4、落地线下</section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.5em 0px 0px; padding: 8px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 667.5px; height: 40.9765625px; font-size: 1em; font-family: inherit; text-decoration: inherit; color: #2a343a;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">借余额宝线上认筹，线下核销的机制，帮助消费者的在线购房行为实现线下落地</section> </section> </section> <section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.8em 0px 0.5em; padding: 0px; max-width: 100%; color: #3e3e3e; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16.25px; line-height: 32px; white-space: normal; border: 0px; overflow: hidden; box-sizing: border-box !important; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; display: inline-block; font-size: 1em; font-family: inherit; text-align: inherit; text-decoration: inherit; color: #ffffff; border-color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0.3em 0.5em; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; height: 2em; display: inline-block; text-align: center; font-size: 1em; line-height: 1.4; vertical-align: top; font-family: inherit; background-color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">传播渠道</section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; display: inline-block; height: 2em; width: 0.5em; vertical-align: top; border-left-width: 0.5em; border-left-style: solid; border-left-color: #f96e57; font-size: 1em; border-right-color: #f96e57; border-top-width: 1em !important; border-top-style: solid !important; border-top-color: transparent !important; border-bottom-width: 1em !important; border-bottom-style: solid !important; border-bottom-color: transparent !important;"></section> </section> <section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; color: inherit; font-family: inherit; font-size: 1em; line-height: 32px; white-space: normal; border: 0px; clear: both; text-align: justify; text-decoration: inherit; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">线上展示广告</section> <section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.8em 0px 0.5em; padding: 0px; max-width: 100%; color: #3e3e3e; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16.25px; line-height: 32px; white-space: normal; border: 0px; overflow: hidden; box-sizing: border-box !important; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; display: inline-block; font-size: 1em; font-family: inherit; text-align: inherit; text-decoration: inherit; color: #ffffff; border-color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0.3em 0.5em; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; height: 2em; display: inline-block; text-align: center; font-size: 1em; line-height: 1.4; vertical-align: top; font-family: inherit; background-color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">取得实效</section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; display: inline-block; height: 2em; width: 0.5em; vertical-align: top; border-left-width: 0.5em; border-left-style: solid; border-left-color: #f96e57; font-size: 1em; border-right-color: #f96e57; border-top-width: 1em !important; border-top-style: solid !important; border-top-color: transparent !important; border-bottom-width: 1em !important; border-bottom-style: solid !important; border-bottom-color: transparent !important;"></section> </section> <section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.5em 0px; padding: 0px; max-width: 100%; box-sizing: border-box; color: #3e3e3e; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16.25px; line-height: 32px; white-space: normal; width: 670px; border: none; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; width: 40px; height: 40px; float: right; word-wrap: break-word !important;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 1px; box-shadow: #666666 -1px 1px 2px;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; border-width: 20px; border-style: solid; border-color: transparent transparent #999999 #999999;"></section> <section class="tn-Powered-by-XIUMI" style="margin: -38px 0px 0px 1px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; border-width: 18px; border-style: solid; border-color: transparent transparent #fffff0 #fffff0;"></section> </section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 670px; height: 141.46484375px; border: 1px solid #cccccc;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px 0px 0px 8px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 533.984375px; height: 40px; line-height: 1.5em; border-bottom-width: 5px; border-bottom-style: solid; border-color: #f96e57; font-size: 1.5em; font-family: inherit; text-align: inherit; text-decoration: inherit; color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">品牌认知层面</section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.5em 0px 0px; padding: 8px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 667.5px; height: 90.9765625px; font-size: 1em; font-family: inherit; text-decoration: inherit; color: #2a343a;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">淘宝搜索指数显示，活动期间大淘宝平台上，万科相关的搜索热度猛增，近30天万科搜索指数环比增长超过200%, 活动结束后一周，万科相关的搜索热度仍维持在活动前均值的两倍左右</section> </section> </section> <section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.5em 0px; padding: 0px; max-width: 100%; box-sizing: border-box; color: #3e3e3e; font-family: 'Helvetica Neue', Helvetica, 'Hiragino Sans GB', 'Microsoft YaHei', Arial, sans-serif; font-size: 16.25px; line-height: 32px; white-space: normal; width: 670px; border: none; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; width: 40px; height: 40px; float: right; word-wrap: break-word !important;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 1px; box-shadow: #666666 -1px 1px 2px;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; border-width: 20px; border-style: solid; border-color: transparent transparent #999999 #999999;"></section> <section class="tn-Powered-by-XIUMI" style="margin: -38px 0px 0px 1px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; border-width: 18px; border-style: solid; border-color: transparent transparent #fffff0 #fffff0;"></section> </section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 670px; height: 166.46484375px; border: 1px solid #cccccc;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px 0px 0px 8px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 533.984375px; height: 40px; line-height: 1.5em; border-bottom-width: 5px; border-bottom-style: solid; border-color: #f96e57; font-size: 1.5em; font-family: inherit; text-align: inherit; text-decoration: inherit; color: #f96e57;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">交易达成层面</section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0.5em 0px 0px; padding: 8px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important; width: 667.5px; height: 115.9765625px; font-size: 1em; font-family: inherit; text-decoration: inherit; color: #2a343a;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">活动上线后的48小时内，淘宝广州万科购房中心单店即接待访客逾4万人，成交金额逾5000万；12天活动累计获得线上购房订单超过1500单，最终实现成交643单，成交金额约6.5亿元"</section> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;"></section> </section> </section> <section style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box !important; word-wrap: break-word !important; width: 0px; height: 0px; clear: both;"></section> </section> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; color: inherit; font-family: inherit; font-size: 1em; line-height: 32px; white-space: normal; border: 0px; clear: both; text-align: justify; text-decoration: inherit; word-wrap: break-word !important; background-color: #ffffff;"> <section class="tn-Powered-by-XIUMI" style="margin: 0px; padding: 0px; max-width: 100%; box-sizing: border-box; word-wrap: break-word !important;">金麦奖案例的曝光到此暂告一段落了，接下来还会有新的动态，敬请大家期待哦。<img src="/Public/forum/ueditor/image/20151024/1445652875496575.jpg" alt="1445652875496575.jpg" /></section> </section> <p>&nbsp;</p>

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