{"id":166,"date":"2023-02-27T15:12:00","date_gmt":"2023-02-27T23:12:00","guid":{"rendered":"https:\/\/aarki.com\/?p=166"},"modified":"2024-03-23T16:39:38","modified_gmt":"2024-03-23T23:39:38","slug":"key-metrics-of-mobile-retargeting-campaigns","status":"publish","type":"post","link":"https:\/\/www.aarki.com\/zh\/insights\/key-metrics-of-mobile-retargeting-campaigns\/","title":{"rendered":"\u79fb\u52a8\u91cd\u5b9a\u5411\u5e7f\u544a\u7cfb\u5217\u7684\u5173\u952e\u6307\u6807"},"content":{"rendered":"
\"Key<\/figure>\n\n\n\n

\u663e\u800c\u6613\u89c1\uff0c\u5168\u7403\u7ecf\u6d4e\u5bf9\u5e94\u7528\u9886\u57df\u7684\u6d88\u8d39\u8005\u652f\u51fa\u4ea7\u751f\u4e86\u5f71\u54cd\u3002\u8fd9\u4f7f\u5f97\u5e94\u7528\u8425\u9500\u4eba\u5458\u9762\u4e34\u538b\u529b\uff0c\u4e0d\u5f97\u4e0d\u91cd\u65b0\u5ba1\u89c6\u5176\u7559\u4f4f\u7528\u6237\u548c\u4fc3\u8fdb\u590d\u8d2d\u7684\u7b56\u7565\u30022023\u5e74\uff0c\u8bb8\u591a\u8425\u9500\u4eba\u5458\u7684\u9996\u8981\u4efb\u52a1\u662f\u6539\u5584\u7528\u6237\u4f53\u9a8c\uff08UX\uff09\uff0c\u4ece\u800c\u63d0\u9ad8\u7528\u6237\u7559\u5b58\u7387\u3002.\u00a0<\/p>\n\n\n\n

\u5f97\u76ca\u4e8e\u79fb\u52a8\u7a0b\u5e8f\u5316\u5e7f\u544a\uff0c\u6211\u4eec\u53ef\u4ee5\u8ddf\u8e2a CTI\uff08\u70b9\u51fb\u5b89\u88c5\uff09\u7b49\u6307\u6807\u6765\u8861\u91cf\u7528\u6237\u60c5\u7eea\uff0c\u5e76\u5206\u6790 RR\uff08\u7559\u5b58\u7387\uff09\u6765\u8bc4\u4f30\u7528\u6237\u6ee1\u610f\u5ea6\u3002.<\/p>\n\n\n\n

\u6839\u636e AppsFlyer \u7684\u6570\u636e \u5e94\u7528\u5378\u8f7d\u62a5\u544a \u2013 2023<\/a>, 49% \u7684\u5e94\u7528\u5378\u8f7d\u53d1\u751f\u5728\u4e0a\u7ebf\u540e\u7684\u524d 24 \u5c0f\u65f6\u5185\uff0c\u6e38\u620f\u7c7b\u5e94\u7528\u7684\u5378\u8f7d\u7387\u66f4\u9ad8\uff0c\u9ad8\u8fbe 66%\uff01\u8fd9\u7ed9\u8bb8\u591a\u5f00\u53d1\u8005\u6572\u54cd\u4e86\u8b66\u949f\u2014\u2014\u5982\u679c\u4f60\u7684\u5e94\u7528\u672a\u80fd\u6ee1\u8db3\u7528\u6237\u7684\u671f\u671b\uff0c\u4ed6\u4eec\u5f88\u53ef\u80fd\u4f1a\u76f4\u63a5\u653e\u5f03\u4f7f\u7528\uff0c\u751a\u81f3\u4e0d\u4f1a\u5728\u4f60\u7684\u4ea7\u54c1\u9875\u9762\u4e0a\u7559\u4e0b\u4efb\u4f55\u8bc4\u8bba\u3002.<\/p>\n\n\n\n

\u8fd9 2023\u5e74\u79fb\u52a8\u901a\u4fe1\u72b6\u51b5<\/a> Data.ai \u7684\u62a5\u544a\u663e\u793a\uff0c2022 \u5e74\u5168\u7403\u5e94\u7528\u4e0b\u8f7d\u91cf\u540c\u6bd4\u589e\u957f 111 \u4e07\u4ebf\u6b21\uff0c\u5e94\u7528\u4f7f\u7528\u65f6\u957f\u540c\u6bd4\u589e\u957f 91 \u4e07\u4ebf\u6b21\u3002\u7136\u800c\uff0c\u540c\u4e00\u4efd\u62a5\u544a\u6307\u51fa\uff0c\u5168\u7403\u6d88\u8d39\u8005\u5728\u5e94\u7528\u4e0a\u7684\u652f\u51fa\u540c\u6bd4\u4e0b\u964d\u4e86 21 \u4e07\u4ebf\u6b21\u3002\u5728\u7f8e\u56fd\uff0c\u53ef\u652f\u914d\u6536\u5165\u6b63\u5728\u4e0b\u964d\u3002\u540c\u6837\uff0c\u6d88\u8d39\u8005\u5728\u6e38\u620f\u4e0a\u7684\u652f\u51fa\u4e5f\u7565\u6709\u4e0b\u964d\u3002\u5c3d\u7ba1\u5982\u6b64\uff0cOTT\u3001\u77ed\u89c6\u9891\u7b49\u5a31\u4e50\u65b9\u5f0f\u4ecd\u7136\u63a8\u52a8\u4e86\u975e\u6e38\u620f\u7c7b\u5e94\u7528\u7684\u589e\u957f\u3002. <\/p>\n\n\n\n

\u5c31\u50cf\u98de\u673a\u8d77\u98de\u524d\u9700\u8981\u4e13\u5bb6\u56e2\u961f\u8fdb\u884c\u8c03\u8bd5\u4e00\u6837\uff0c\u79fb\u52a8\u8425\u9500\u6d3b\u52a8\u4e5f\u9700\u8981\u4e00\u4e2a\u56e2\u961f\u6765\u5236\u5b9a\u8425\u9500\u7b56\u7565\u3001\u6784\u601d\u521b\u610f\uff0c\u4ee5\u53ca\u8bbe\u5b9a\u8ffd\u8e2a\u6548\u679c\u6240\u9700\u7684\u6307\u6807\u3002\u6240\u6709\u8fd9\u4e9b\u8981\u7d20\u90fd\u9700\u8981\u5728\u98de\u673a\u8d77\u98de\u524d\u8fdb\u884c\u7cbe\u7ec6\u8c03\u6574\uff0c\u624d\u80fd\u786e\u4fdd\u2018\u4e00\u8def\u987a\u98ce\u2019\u3002.<\/p>\n\n\n\n

\u5f00\u5c55\u91cd\u5b9a\u5411\u8425\u9500\u6d3b\u52a8\u65f6\u9700\u8981\u5173\u6ce8\u7684\u6307\u6807 <\/strong><\/h2>\n\n\n\n

<\/p>\n\n\n\n

\u5728\u5206\u6790\u7528\u6237\u65c5\u7a0b\u65f6\uff0c\u6307\u6807\u53ef\u4ee5\u5e2e\u52a9\u6211\u4eec\u76d1\u63a7\u7528\u6237\u5b89\u88c5\u524d\u540e\u7684\u884c\u4e3a\u8868\u73b0\u3002\u4f46\u5982\u679c\u90a3\u4e9b\u5df2\u7ecf\u6d41\u5931\u6216\u4e0d\u518d\u5173\u6ce8\u7684\u7528\u6237\u65e0\u6cd5\u89e6\u53ca\uff0c\u8be5\u600e\u4e48\u529e\u5462\uff1f\u8fd9\u65f6\uff0c\u91cd\u5b9a\u5411\u8425\u9500\u5c31\u80fd\u6d3e\u4e0a\u7528\u573a\u4e86\u3002.\u00a0<\/p>\n\n\n\n

\u91cd\u5b9a\u5411\u8425\u9500\u7b56\u7565\u53ef\u4ee5\u901a\u8fc7\u5b9e\u65f6\u7ade\u4ef7 (RTB) \u6280\u672f\uff0c\u627e\u5230\u5408\u9002\u7684\u53d7\u4f17\uff0c\u5e76\u6295\u653e\u66f4\u5177\u9488\u5bf9\u6027\u7684\u4e2a\u6027\u5316\u4fe1\u606f\u548c\u521b\u610f\u5185\u5bb9\uff0c\u4ece\u800c\u91cd\u65b0\u5438\u5f15\u6c89\u7761\u7528\u6237\u3002\u8fd9\u79cd\u7b56\u7565\u53ef\u4ee5\u6316\u6398\u90a3\u4e9b\u66fe\u7ecf\u4f7f\u7528\u8fc7\u5e94\u7528\u4f46\u540e\u6765\u5378\u8f7d\u7684\u7528\u6237\u7684\u7ec8\u8eab\u4ef7\u503c (LTV)\uff0c\u5524\u8d77\u4ed6\u4eec\u66fe\u7ecf\u5bf9\u5e94\u7528\u7684\u70ed\u60c5\u3002. <\/p>\n\n\n\n

\u7136\u800c\uff0c\u6700\u91cd\u8981\u7684\u662f\u8981\u5173\u6ce8\u6b63\u786e\u7684\u6307\u6807\u2014\u2014\u90a3\u4e9b\u80fd\u591f\u5e2e\u52a9\u4f60\u8861\u91cf\u91cd\u5b9a\u5411\u5e7f\u544a\u6d3b\u52a8\u6548\u679c\u7684\u6307\u6807\uff0c\u4ee5\u4fbf\u4f60\u80fd\u591f\u636e\u6b64\u8fdb\u884c\u4f18\u5316\u3002\u8ba9\u6211\u4eec\u9010\u4e00\u4e86\u89e3\u8fd9\u4e9b\u6307\u6807\u3002.<\/p>\n\n\n\n

\u5370\u8c61\uff1a<\/strong>\u00a0\u8fd9\u662f\u8861\u91cf\u79fb\u52a8\u8425\u9500\u6d3b\u52a8\u6548\u679c\u7684\u4e00\u4e2a\u57fa\u672c\u6307\u6807\u3002\u5b83\u662f\u5e7f\u544a\u7ade\u4ef7\u7684\u6700\u5c0f\u5355\u4f4d\uff0c\u901a\u5e38\u4e0e\u6bcf\u5343\u6b21\u5c55\u793a\u6210\u672c (CPM) \u76f8\u5173\u3002\u5b83\u4ee3\u8868\u4e86\u60a8\u8425\u9500\u6d3b\u52a8\u7684\u89c4\u6a21\u3002.\u00a0<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\u5fc3\u80ba\u590d\u82cf\u672f\uff1a <\/strong>\u6bcf\u6b21\u91cd\u65b0\u6fc0\u6d3b\u6210\u672c\u662f\u6307\u60a8\u4e3a\u91cd\u65b0\u5438\u5f15\u7684\u6bcf\u4e2a\u7528\u6237\u652f\u4ed8\u7684\u8d39\u7528\u3002\u5b83\u7528\u4e8e\u91cd\u5b9a\u5411\u5e7f\u544a\u7cfb\u5217\uff0c\u7c7b\u4f3c\u4e8e\u6bcf\u6b21\u5b89\u88c5\u6210\u672c\u3002\u6709\u65f6\uff0c\u7531\u4e8e\u60a8\u9488\u5bf9\u7684\u662f\u7279\u5b9a\u53d7\u4f17\u7fa4\u4f53\uff0c\u56e0\u6b64\u6bcf\u6b21\u91cd\u65b0\u6fc0\u6d3b\u6210\u672c\u53ef\u80fd\u4f4e\u4e8e\u6bcf\u6b21\u5b89\u88c5\u6210\u672c\u3002.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\u6ce8\u518c\u4f1a\u8ba1\u5e08\uff1a <\/strong>\u6bcf\u6b21\u884c\u52a8\u6210\u672c (CPA) \u5e38\u7528\u4e8e\u8861\u91cf\u975e\u6e38\u620f\u7c7b\u5e94\u7528\u7684\u6548\u679c\u3002\u4e0e\u6e38\u620f\u7c7b\u5e94\u7528\u4e0d\u540c\uff0c\u67d0\u4e9b\u975e\u6e38\u620f\u7c7b\u5e94\u7528\uff08\u4f8b\u5982\u8d2d\u7269\u5e94\u7528\uff09\u9700\u8981\u66f4\u591a\u7684\u7528\u6237\u5f15\u5bfc\u624d\u80fd\u4fc3\u6210\u8d2d\u4e70\u3002\u8fd9\u4e9b\u5f15\u5bfc\u5de5\u4f5c\u5305\u62ec\u7528\u6237\u6ce8\u518c\u3001\u7533\u8bf7\u514d\u8d39\u8bd5\u7528\u3001\u6d4f\u89c8\u5546\u54c1\u6216\u5c06\u5546\u54c1\u6dfb\u52a0\u5230\u8d2d\u7269\u8f66\u7b49\u64cd\u4f5c\u7684\u6210\u672c\u3002.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

RR\uff1a <\/strong>\u7559\u5b58\u7387\u662f\u6307\u7528\u6237\u5728\u7279\u5b9a\u65f6\u95f4\u6bb5\u540e\u518d\u6b21\u8bbf\u95ee\u7f51\u7ad9\u7684\u767e\u5206\u6bd4\u3002\u5728\u8861\u91cf\u7559\u5b58\u7387\u65f6\uff0c\u901a\u5e3830\u5929\u662f\u4e00\u4e2a\u5408\u7406\u7684\u5468\u671f\uff0c\u4f46\u8fd9\u53d6\u51b3\u4e8e\u5e94\u7528\u7c7b\u578b\u548c\u64cd\u4f5c\u7cfb\u7edf\uff0c\u6709\u65f6\u4e5f\u53ef\u4ee5\u8003\u86512\u5929\u62167\u5929\u7684\u5468\u671f\u3002.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\u503c\u5f97\u6ce8\u610f\u7684\u662f: <\/strong><\/em>\u5982\u679c\u60a8\u6b63\u5728\u5bfb\u627e\u4e00\u79cd\u88ab\u5e7f\u6cdb\u4f7f\u7528\u7684\u901a\u7528\u57fa\u51c6\uff0c\u8bf7\u8003\u8651 Adjust\u3002 \u5efa\u8bae<\/a> \u7b2c\u4e00\u5929\u7684\u5e73\u5747\u7559\u5b58\u7387\uff0cAndroid \u4e3a 25%\uff0ciOS \u4e3a 28%\uff1b\u7b2c\u4e03\u5929\u4e3a 11%\uff0ciOS \u4e3a 13%\uff1b\u7b2c\u4e09\u5341\u5929\u4e3a 6%\uff0ciOS \u4e3a 7%\u3002.  <\/p>\n\n\n\n

\u6bcf\u7528\u6237\u5e73\u5747\u6536\u5165 (ARPU)\uff1a<\/strong> \u6bcf\u7528\u6237\u5e73\u5747\u6536\u5165\u662f\u6307\u6bcf\u4e2a\u7528\u6237\u4ea7\u751f\u7684\u6536\u5165\u91d1\u989d\u3002\u8fd9\u5305\u62ec\u6240\u6709\u5e94\u7528\u5185\u8d2d\u4e70\u3001\u5e94\u7528\u5185\u5e7f\u544a\u3001\u4ed8\u8d39\u4e0b\u8f7d\u4ee5\u53ca\u4efb\u4f55\u5176\u4ed6\u4ed8\u8d39\u8ba2\u9605\u3002.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

ARPPU<\/strong>\u6bcf\u4ed8\u8d39\u7528\u6237\u5e73\u5747\u6536\u5165 (ARPU) \u7528\u4e8e\u8bc4\u4f30\u73b0\u6709\u5e94\u7528\u5185\u8d2d\u4e70 (IAP) \u6d3b\u52a8\u7684\u6548\u7387\u3002\u5982\u679c\u7528\u6237\u6d41\u7a0b\u4e2d\u5f15\u5165\u4e86\u65b0\u529f\u80fd\uff08\u2018IAP \u4e8b\u4ef6\u2019\uff09\uff0c\u8be5\u6307\u6807\u53ef\u4ee5\u53cd\u6620\u5176\u6210\u529f\u7a0b\u5ea6\u3002\u6b64\u5916\uff0c\u5728\u5f00\u5c55\u91cd\u5b9a\u5411\u8425\u9500\u6d3b\u52a8\u65f6\uff0c\u5b83\u8fd8\u53ef\u4ee5\u4f5c\u4e3a A\/B \u6d4b\u8bd5\u7684\u57fa\u51c6\u3002.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\u7ec8\u8eab\u4ef7\u503c<\/strong>\u751f\u547d\u5468\u671f\u4ef7\u503c (LTV) \u662f\u8861\u91cf\u65b0\u7528\u6237\u4ef7\u503c\u7684\u4e00\u79cd\u65b9\u6cd5\u3002\u5b83\u9884\u6d4b\u7684\u662f\u8be5\u7528\u6237\u5728\u5176\u6574\u4e2a\u751f\u547d\u5468\u671f\u5185\u80fd\u4e3a\u4f60\u5e26\u6765\u591a\u5c11\u4ef7\u503c\u3002LTV \u53ef\u4ee5\u7528\u4e8e\u591a\u79cd\u7528\u9014\u2014\u2014\u5b83\u53ef\u4ee5\u8861\u91cf\u6210\u529f\u3001\u7528\u6237\u5fe0\u8bda\u5ea6\u7684\u4ef7\u503c\uff0c\u5e76\u4e14\u662f\u9884\u6d4b\u589e\u957f\u7684\u5de5\u5177\u3002.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

ROAS<\/strong><\/a>\u5e7f\u544a\u652f\u51fa\u56de\u62a5\u7387 (ROAD) \u662f\u4e00\u9879\u6307\u6807\uff0c\u7528\u4e8e\u8861\u91cf\u7279\u5b9a\u5e7f\u544a\u6d3b\u52a8\u4ea7\u751f\u7684\u6536\u5165\u3002\u5b83\u53ef\u4ee5\u5e2e\u52a9\u60a8\u4e86\u89e3\u54ea\u4e2a\u5e7f\u544a\u6d3b\u52a8\u5e26\u6765\u7684\u6536\u5165\u6700\u9ad8\u3002.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\u6295\u8d44\u56de\u62a5\u7387<\/strong><\/a>\u6295\u8d44\u56de\u62a5\u7387\u662f\u8861\u91cf\u7279\u5b9a\u6295\u8d44\u76f8\u5bf9\u4e8e\u5176\u6210\u672c\u7684\u6536\u76ca\u7684\u6307\u6807\u3002\u6295\u8d44\u56de\u62a5\u7387\u53ef\u4ee5\u544a\u8bc9\u4f60\uff0c\u8be5\u8425\u9500\u6d3b\u52a8\u662f\u5426\u76c8\u5229\u8db3\u4ee5\u4fdd\u969c\u4e1a\u52a1\u7684\u6301\u7eed\u5f00\u5c55\u3002.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\u8bc4\u4f30\u8425\u9500\u7b56\u7565\u65f6\u9700\u8981\u8003\u8651\u8bf8\u591a\u65b9\u9762\u3002\u60a8\u9009\u62e9\u4f7f\u7528\u7684\u6307\u6807\u53d6\u51b3\u4e8e\u60a8\u7684\u5e94\u7528\u7c7b\u522b\u3001\u76c8\u5229\u6a21\u5f0f\u4ee5\u53ca\u8425\u9500\u76ee\u6807\uff01\u56e0\u6b64\uff0c\u5728\u542f\u52a8\u8425\u9500\u6d3b\u52a8\u4e4b\u524d\u660e\u786e\u8fd9\u4e9b\u76ee\u6807\u81f3\u5173\u91cd\u8981\uff0c\u8fd9\u6837\u60a8\u624d\u80fd\u4e0e\u5a92\u4f53\u5408\u4f5c\u4f19\u4f34\u9ad8\u6548\u534f\u4f5c\uff0c\u6269\u5927\u89c4\u6a21\u5e76\u63d0\u5347\u6548\u679c\u3002.<\/p>\n\n\n\n

\u6765\u81ea\u91cd\u5b9a\u5411\u8425\u9500\u4e13\u5bb6\u7684\u5efa\u8bae <\/strong><\/h3>\n\n\n\n

\u5982\u679c\u60a8\u6b63\u5904\u4e8e\u91cd\u5b9a\u5411\u7b56\u7565\u6d4b\u8bd5\u7684\u65e9\u671f\u9636\u6bb5\uff0c\u5c1a\u672a\u5b8c\u5168\u4e86\u89e3\u5176\u5728\u5e94\u7528\u4e2d\u7684\u6709\u6548\u6027\uff0c\u90a3\u4e48\u8fdb\u884c\u589e\u91cf\u6d4b\u8bd5\u81f3\u5173\u91cd\u8981\u3002\u4e3a\u6b64\uff0c\u60a8\u5e94\u8be5\u5173\u6ce8\u5173\u952e\u6307\u6807\u7684\u589e\u91cf\u63d0\u5347\u3002\u6295\u8d44\u56de\u62a5\u7387 (ROI) \u662f\u8861\u91cf\u6536\u5165\u589e\u91cf\u5f71\u54cd\u7684\u6307\u6807\u4e4b\u4e00\u3002.\u00a0<\/p>\n\n\n\n

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    \n
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  • \u89e6\u6478\u7387\u2014\u2014\u6307\u770b\u5230\u91cd\u5b9a\u5411\u5e7f\u544a\u7684\u7528\u6237\u7684%\uff08\u9996\u6b21\u70b9\u51fb\u6b21\u6570\u3001 ...<\/li>\n<\/ul>\n\n\n\n

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    \u4f60\u53e3\u6e34\u96be\u8010\uff0c\u88ab\u90a3\u5bb6\u5e97\u5438\u5f15\u4f4f\u4e86\u2014\u2014\u4f60\u5f88\u60f3\u5c1d\u5c1d\u90a3\u91cc\u7684\u8336\uff0c\u4e8e\u662f\u8d76\u7d27\u8d70\u4e86\u8fc7\u53bb\u3002\u5230\u4e86\u4e4b\u540e\uff0c\u4f60\u53d1\u73b0\u95e8\u53e3\u6392\u7740\u957f\u961f\u3002\u800c\u4e14\u7a7a\u8c03\u8fd8\u574f\u4e86\u3002\u5c3d\u7ba1\u5982\u6b64\uff0c\u4f60\u4ecd\u7136\u575a\u4fe1\u7b49\u5f85\u662f\u503c\u5f97\u7684\u3002\u4e8e\u662f\uff0c\u4f60\u7ad9\u4e86\u8d77\u6765\u3002.<\/p>\n\n\n\n

    \u5c31\u5728\u4f60\u8d70\u5230\u67dc\u53f0\u524d\u65f6\uff0c\u90a3\u4f4d\u5fc3\u60c5\u7cdf\u7cd5\u7684\u5496\u5561\u5e08\u544a\u8bc9\u4f60\u51b0\u5757\u7528\u5b8c\u4e86\uff0c\u53ea\u80fd\u7ed9\u4f60\u505a\u70ed\u996e\u3002\u4f60\u5931\u671b\u6781\u4e86\uff0c\u53d1\u8a93\u518d\u4e5f\u4e0d\u6765\u8fd9\u5bb6\u5496\u5561\u5e97\u4e86\u3002. <\/p>\n\n\n\n

    \u77a7\uff0c\u628a\u6f5c\u5728\u5ba2\u6237\u53d8\u6210\u53d7\u5bb3\u8005\u5c31\u662f\u8fd9\u4e48\u5bb9\u6613\u3002.<\/p>\n\n\n\n

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    \u6240\u4ee5\uff0c\u8bf7\u8bb0\u4f4f\uff0c\u7528\u6237\u7684\u632b\u8d25\u611f\u662f\u771f\u5b9e\u7684\uff01<\/p>","protected":false},"excerpt":{"rendered":"

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