{"id":14543,"date":"2018-09-29T11:24:26","date_gmt":"2018-09-29T03:24:26","guid":{"rendered":"https:\/\/www.growthhk.cn\/?p=14543"},"modified":"2018-09-29T11:24:26","modified_gmt":"2018-09-29T03:24:26","slug":"%e5%88%9b%e4%b8%9a%e5%85%ac%e5%8f%b8%e5%a6%82%e4%bd%95%e5%81%9a%e5%88%b0%e8%bf%85%e9%80%9f%e5%a2%9e%e9%95%bf%ef%bc%9a%e4%bb%8e%e4%bc%a0%e7%bb%9f%e8%90%a5%e9%94%80%e5%88%b0%e5%a2%9e%e9%95%bf%e9%bb%91","status":"publish","type":"post","link":"https:\/\/www.growthhk.cn\/cgo\/market\/14543.html","title":{"rendered":"\u521b\u4e1a\u516c\u53f8\u5982\u4f55\u505a\u5230\u8fc5\u901f\u589e\u957f\uff1a\u4ece\u4f20\u7edf\u8425\u9500\u5230\u589e\u957f\u9ed1\u5ba2"},"content":{"rendered":"<p>\u5728\u4e92\u8054\u7f51\u884c\u4e1a\u7684\u67d0\u4e00\u9886\u57df\u4e2d\uff0c\u7531\u4e8e\u8ddf\u98ce\u76db\uff0c\u5728\u767e\u5bb6\u4e89\u9e23\u4e0b\uff0c\u8bb8\u591a\u65b0\u521b\u4f01\u4e1a\u4e3a\u4e86\u62a2\u5360\u884c\u4e1a\u5dff\u573a\u4efd\u989d\u7684\u9f99\u5934\u5730\u4f4d\uff0c\u70e7\u94b1\u6beb\u4e0d\u624b\u8f6f\u3002\u4f8b\u59822012\u5e74\u6ef4\u6ef4\u6253\u8f66\u6210\u7acb\u4e0d\u4e45\u540e\uff0c\u65cb\u5373\u4e0e\u300c\u5feb\u7684\u6253\u8f66\u300d\u5c55\u5f00\u7ea2\u5305\u5927\u6218\uff0c\u6295\u8d44\u4eba\u6570\u5341\u4ebf\u7684\u8d44\u672c\u7684\u771f\u91d1\u767d\u94f6\u8865\u8d34\u51fa\u79df\u8f66\u53f8\u673a\u548c\u4e58\u5ba2\uff0c\u53f8\u673a\u548c\u4e58\u5ba2\u62ff\u8865\u8d34\u62ff\u5230\u624b\u8f6f\uff0c\u8fc5\u901f\u79ef\u7d2f\u4e86\u5927\u91cf\u7528\u6237\uff0c\u8ba9\u7528\u6237\u901a\u8fc7\u624b\u673a\u5e94\u7528\u6253\u8f66(\u53eb\u8f66\u670d\u52a1)\u6210\u4e3a\u4e00\u79cd\u300c\u65b0\u65f6\u5c1a\u300d\u3002\u6ef4\u6ef4\u80cc\u540e\u7684\u817e\u8baf\u4f9d\u9760\u6253\u8f66\u8f6f\u4ef6\uff0c\u8ba9\u5fae\u4fe1\u652f\u4ed8\u62a2\u5360\u79fb\u52a8\u652f\u4ed8\u7684\u5165\u53e3\uff0c\u662f\u5176\u6728\u9a6c\u5c60\u57ce\u4e4b\u8ba1\u8c0b\uff1b\u800c\u963f\u91cc\u81ea\u7136\u4e0d\u7518\u652f\u4ed8\u5b9d\u7684\u5e02\u573a\u4efd\u989d\u62f1\u624b\u8ba9\u4eba\uff0c\u5bf9\u5feb\u7684\u4e5f\u662f\u6295\u5165\u5de8\u989d\u7684\u8425\u9500\u8d39\u7528\u3002\u4f46\u662f\u8fd9\u79cd\u70e7\u94b1\u7684\u901f\u5ea6\u4e0e\u91d1\u989d\uff0c\u82e5\u4e0d\u662f\u8d44\u91d1\u96c4\u539a\uff0c\u662f\u4e00\u822c\u65b0\u521b\u516c\u53f8\u6240\u4e0d\u80fd\u627f\u53d7\u7684\u3002<\/p>\n<p>\u4f46\u65e0\u8bba\u5982\u4f55\uff0c\u589e\u957f\uff0c\u5bf9\u4e8e\u521d\u521b\u516c\u53f8\u59cb\u7ec8\u662f\u4e2a\u81f3\u5173\u91cd\u8981\u7684\u95ee\u9898\u3002<\/p>\n<p>&nbsp;<\/p>\n<p>[title]\u589e\u957f\uff1a\u4ece\u4f20\u7edf4P \u51fa\u53d1\u5230\u5b89\u5168\u4e0a\u5792( SAVE)[\/title]<\/p>\n<p>&nbsp;<\/p>\n<p>\u4f20\u7edf\u8425\u9500\u4ee54P\u4e3a\u8425\u9500\u7ec4\u5408\u7684\u6838\u5fc3\uff1a<\/p>\n<ul>\n<li>1. \u4ea7\u54c1\uff08Product\uff09\uff1a\u6ce8\u91cd\u4ea7\u54c1\u7684\u5f00\u53d1\uff0c\u8981\u6c42\u4ea7\u54c1\u6709\u72ec\u7279\u7684\u5356\u70b9(\u6210\u672c\u3001\u529f\u80fd\u3001\u8d28\u91cf)\u3002<\/li>\n<li>2. \u4ef7\u683c (Price)\uff1a \u4f01\u4e1a\u6839\u636e\u4e0d\u540c\u7684\u5e02\u573a\u5b9a\u4f4d\uff0c\u987e\u5ba2\u7fa4\u4f53\u800c\u5236\u5b9a\u4e0d\u540c\u7684\u4ef7\u683c\u7b56\u7565\uff0c\u4ea7\u54c1\u7684\u5b9a\u4ef7\u4f9d\u636e\u4ea7\u54c1\u7684\u529f\u80fd\u3001\u8d28\u91cf\u3001\u5e02\u573a\u7ade\u4e89\u529b\u5ea6\u3001\u53ca\u54c1\u724c\u7b49\u56e0\u5b50\u6765\u51b3\u5b9a\u3002<\/li>\n<li>3. \u5206\u9500 (Place)\uff1a \u4f01\u4e1a\u51b3\u5b9a\u5176\u9500\u552e\u7684\u6e20\u9053\uff0c\u800c\u6216\u76f4\u9500\u6216\u662f\u7ecf\u7531\u7ecf\u9500\u5546\u6765\u8d29\u5356\u3002<\/li>\n<li>4. \u4fc3\u9500(Promotion)\uff1a\u4f01\u4e1a\u7ecf\u7531\u9500\u552e\u884c\u4e3a\u7684\u6539\u53d8\u6765\u523a\u6fc0\u6d88\u8d39\u8005\uff0c\u4ee5\u77ed\u671f\u7684\u884c\u4e3a\uff08\u5982\u5e7f\u544a\u3001\u6253\u6298\u3001\u4e70\u4e00\u9001\u4e00\u3001\u6298\u4ef7\u5377\u7b49\u7b49\uff09\u4fc3\u8fdb\u9500\u552e\u7684\u6210\u957f\u3002<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>\u6709\u4e13\u5bb6\u5b66\u8005\u63d0\u5021\u4ee5SAVE(Solution, Access, Value, and Educate)\u6765\u53d6\u4ee34\u4e2aPs\uff0c\u8db3\u4f9b\u65b0\u521b\u4e8b\u4e1a\u53c2\u8003\uff1a<\/p>\n<ul>\n<li>1. \u4e13\u6ce8\u4e8e\u89e3\u51b3\u65b9\u6848(Solution)\u800c\u4e0d\u662f\u4ea7\u54c1\uff1a\u6839\u636e\u6ee1\u8db3\u987e\u5ba2\u7684\u9700\u6c42\u6765\u5b9a\u4e49\u4ea7\u54c1\uff0c\u800c\u4e0d\u662f\u6839\u636e\u4ea7\u54c1\u7684\u7279\u5f81\uff0c\u529f\u80fd\u6216\u6280\u672f\u4f18\u52bf\u6765\u5b9a\u4e49\u4ea7\u54c1\u3002iPod \u53d1\u5e03\u4f1a\u65f6\u4e54\u5e03\u65af\u4e0e\u5176\u8bf4iPod\u67095GB\u7684\u5bb9\u91cf\uff0c\u4ed6\u76f4\u63a5\u7528\u987e\u5ba2\u5173\u5fc3\u800c\u4e14\u542c\u5f97\u61c2\u7684\u8bdd\u672f\u544a\u8bc9\u5927\u5bb6\uff1a\u300c\u4f60\u53ef\u4ee5\u5b58\u4e00\u5343\u9996\u6b4c\u653e\u5165\u4f60\u7684\u53e3\u888b\u4e2d\u3002\u300d<\/li>\n<li>2. \u4e13\u6ce8\u4e8e\u65b9\u4fbf\u53d6\u7528(Access)\u800c\u4e0d\u662f\u5206\u9500\u5730\u70b9\uff1a\u5f00\u53d1\u4e00\u4e2a\u6574\u5408\u4e0d\u540c\u6e20\u9053\uff0c\u8003\u8651\u5ba2\u6237\u7684\u6574\u4e2a\u8d2d\u4e70\u8fc7\u7a0b\u4e2d\u4e00\u6b65\u4e00\u6b65\u4e4b\u6240\u9700\u4e3a\u4f55\uff0c\u800c\u4e0d\u662f\u5f3a\u8c03\u4e2a\u4eba\u8d2d\u4e70\u5730\u70b9\u548c\u6e20\u9053\u3002NetFlix\u7684\u7535\u5f71\u4e32\u6d41\u3001Spotify\u7684\u97f3\u4e50\u4e32\u6d41\u3001\u4e43\u81f3Rent The Runway\u7684\u9ad8\u6863\u670d\u9970\u79df\u8d41\u90fd\u662f\u4ee5\u65b9\u4fbf\u53d6\u7528\u7684\u670d\u52a1\u53d6\u4ee3\u4ea7\u54c1\u3001\u53d6\u4ee3\u62e5\u6709\u3002<\/li>\n<li>3. \u4ef7\u503c(Value)\u800c\u4e0d\u662f\u4ef7\u683c\uff1a\u8bf4\u660e\u4ea7\u54c1\u6216\u670d\u52a1\u4e0e\u4ef7\u683c\u76f8\u5173\u7684\u597d\u5904\uff0c\u800c\u4e0d\u662f\u5f3a\u8c03\u4ef7\u683c\u4e0e\u751f\u4ea7\u6210\u672c\uff0c\u5229\u6da6\u7387\u6216\u7ade\u4e89\u8005\u4ef7\u683c\u4e4b\u95f4\u7684\u5173\u7cfb\u3002\u6211\u4eec\u5728<span class=\"wpcom_keyword_link\"><a href=\"https:\/\/www.growthhk.cn\/model\" title=\"\u5546\u4e1a\u6a21\u5f0f\">\u5546\u4e1a\u6a21\u5f0f<\/a><\/span>\u4e5d\u5bab\u683c\u4e2d\u7684\u4ef7\u503c\u4e3b\u5f20\uff0c\u4e0e\u6b64\u770b\u6cd5\u76f8\u4e92\u547c\u5e94\u3002<\/li>\n<li>4. \u91cd\u89c6\u6559\u80b2(Education)\u5ba2\u6237\u800c\u4e0d\u662f\u786c\u6027\u4fc3\u9500\uff1a\u5728\u91c7\u8d2d\u8fc7\u7a0b\u4e2d\u7684\u6bcf\u4e2a\u9636\u6bb5\u63d0\u4f9b\u4e0e\u5ba2\u6237\u7279\u5b9a\u9700\u6c42\u76f8\u5173\u7684\u4fe1\u606f(\u5728\u8be5\u9636\u6bb5\uff09\uff0c\u800c\u4e0d\u662f\u4f9d\u8d56\u6f2b\u5929\u76d6\u5730\u7684\u9760\u5e7f\u544a\u3001\u516c\u5173\u3001\u4e2a\u4eba\u9500\u552e\u6765\u5f15\u5ba2\u4e0a\u95e8\u3002<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>\u82f9\u679c\u5546\u5e97(Apple Store)\u90fd\u8bbe\u5728\u8d2d\u7269\u4e2d\u5fc3\u548c\u4e3b\u8981\u8857\u9053\u4e0a\uff0c\u56e0\u4e3a\u8fd9\u80fd\u5e26\u6765\u4eba\u6d41\u3002\u4e00\u4e2a\u597d\u7684\u516c\u53f8\u5fc5\u987b\u5185\u5916\u517c\u987e\uff0c\u5e97\u9762\u8bbe\u8ba1\u3001\u8425\u9500\u7684\u6240\u6709\u4e8b\u60c5\u548c\u4ea7\u54c1\u5305\u88c5\u5fc5\u987b\u8868\u8fbe\u4ea7\u54c1\u7684\u4ef7\u503c\u548c\u91cd\u8981\u6027\u3002\u82f9\u679c\u5546\u5e97\u4ee3\u8868\u82f9\u679c\u516c\u53f8\u8fd9\u4e2a\u54c1\u724c\uff0c\u5e97\u5185\u5458\u5de5\u5e76\u4e0d\u4e13\u6ce8\u4e8e\u9500\u552e\u4ea7\u54c1\uff0c\u800c\u662f\u4e13\u6ce8\u4e8e\u5efa\u7acb\u4e0e\u5ba2\u6237\u5173\u7cfb\u5e76\u8bd5\u56fe\u8ba9\u4eba\u4eec\u7684\u751f\u6d3b\u66f4\u7f8e\u597d\u3002\u82f9\u679c\u96f6\u552e\u5e97\u7684\u6210\u529f\u6765\u81ea\u4e8e\u5176\u4ef7\u503c\u5df2\u8d85\u8d8a\u4e86\u9500\u552e\u5546\u54c1\u7684\u529f\u80fd\u3002<\/p>\n<p>\u82f9\u679c\u5546\u5e97\u5e97\u9762\u8bbe\u8ba1\u4e4b\u521d\u662f\u56f4\u7ed5\u82f9\u679c\u6bcf\u4e2a\u4e3b\u8981\u4ea7\u54c1\u7ebf\u800c\u5b89\u6392\uff0c\u4f46\u5728\u6700\u540e\u5173\u5934\u6539\u4e3a\u4ee5\u4eba\u4eec\u53ef\u80fd\u60f3\u8981\u505a\u7684\u4e8b\u60c5\u6765\u7ec4\u7ec7\u5176\u4ea7\u54c1\u7ec4\u5408\uff0c\u4ee5\u5c55\u793a\u82f9\u679c\u80fd\u63d0\u4f9b\u89e3\u51b3\u65b9\u6848\u3002<\/p>\n<p>&nbsp;<\/p>\n<p>[title]\u589e\u957f\uff1a\u5173\u952e\u6307\u6807[\/title]<\/p>\n<p>&nbsp;<\/p>\n<p>\u65b0\u521b\u516c\u53f8\u4e00\u5f00\u59cb\u5f88\u96be\u6536\u652f\u4e24\u5e73\uff0c\u66f4\u96be\u6709\u76c8\u5229\uff0c\u6240\u4ee5\u9664\u4e86\u5f97\u6ce8\u610f\u73b0\u91d1\u6d41\u5916\uff0c\u4f01\u4e1a\u5c06\u5e0c\u671b\u5bc4\u6258\u4e8e\u7528\u6237\u6570\u7684\u6210\u957f\u4e0a\u3002\u6709\u4e86\u4e00\u5b9a\u7684\u7ecf\u6d4e\u89c4\u6a21\u540e\uff0c\u5355\u4f4d\u6210\u672c\u53ef\u4ee5\u964d\u4f4e\uff0c\u518d\u52a0\u4e0a\u5546\u4e1a\u6a21\u5f0f\u7684\u521b\u65b0\u548c\u8425\u6536\u65b9\u5f0f\u7684\u591a\u5143\u5316\uff0c\u624d\u6709\u8f6c\u4e8f\u4e3a\u76c8\u7684\u5e0c\u671b\u3002\u4e0b\u9762\u662f\u65b0\u521b\u516c\u53f8\uff0c\u5c24\u5176\u662f\u4e92\u8054\u7f51\u516c\u53f8\uff0c\u5e94\u7559\u5fc3\u7684\u4e00\u4e9b\u5173\u952e\u6307\u6807\uff1a<\/p>\n<ul>\n<li>1. \u65e5\u6d3b\u6570\uff1a\uff08DAU\uff1aDaily Active Users\u5355\u65e5\u6d3b\u8dc3\u4f7f\u7528\u8005\u6570\u91cf\uff09\uff1a\u4e00\u5929\u4e4b\u5185\u6709\u7528\u8fc7\u6b64\u4ea7\u54c1\u7684\u4eba\u6570\uff0c\u53cd\u5e94\u4ea7\u54c1\u77ed\u671f\u7528\u6237\u7684\u6d3b\u8dc3\u7a0b\u5ea6\u3002<\/li>\n<li>2. \u6708\u6d3b\u6570\uff1a\uff08MAU\uff1aMonthly Active Users\u5355\u6708\u6d3b\u8dc3\u4f7f\u7528\u8005\u6570\u91cf\uff09\uff1a\u4e09\u5341\u5929\u5185\u4f7f\u7528\u8fc7\u6b64\u4ea7\u54c1\u7684\u4eba\u6570\uff0cMAU\u53cd\u5e94\u4ea7\u54c1\u957f\u671f\u7528\u6237\u7684\u6d3b\u8dc3\u7a0b\u5ea6\u3002<\/li>\n<li>3. \u65e5\u6d3b\u5360\u6708\u6d3b\u6bd4\uff08DAU\/MAU\uff09\uff1a\u65e5\u6d3b\u548c\u6708\u6d3b\u7684\u6bd4\u503c\u9ad8\uff0c\u4ee3\u8868\u4e00\u4e2a\u6708\u6709\u4f7f\u7528\u4ea7\u54c1\u7684\u7528\u6237\u4e2d\uff0c\u6bcf\u5929\u90fd\u4f7f\u7528\u4ea7\u54c1\u7684\u7528\u6237\u6bd4\u4f8b\u9ad8\uff0c\u5373\u4f7f\u7528\u9891\u7387\u9ad8\u3001\u53c2\u4e0e\u611f\u8f83\u6df1\uff0c\u540c\u65f6\u4e5f\u8bf4\u660e\u7528\u6237\u7c98\u7740\u5ea6\uff08stickiness\uff09\u8f83\u5f3a\u3002\u53e6\u4e00\u65b9\u9762\u4e5f\u4ee3\u8868\u4e86\u7528\u6237\u6d41\u5931\u7387\u4f4e\uff0c\u7559\u5b58\u7387\u9ad8\u3002\u65e5\u6d3b\u548c\u6708\u6d3b\u7684\u6bd4\u503c\u53d8\u9ad8\uff0c\u6708\u6d3b\u51cf\u5c11\u663e\u8457\u3002\u8bf4\u660e\u7528\u6237\u7684\u6d41\u5931\u53d8\u5f97\u4e25\u91cd\uff0c\u4e00\u90e8\u5206\u6709\u521a\u9700\u7684\u7528\u6237\u4fdd\u7559\u4e0b\u6765\u4e86\uff0c\u4f46\u662f\u5bf9\u4e8e\u6ca1\u6709\u521a\u9700\u7684\u7528\u6237\u6211\u4eec\u5374\u7559\u4e0d\u4f4f\uff0c\u8fd9\u79cd\u60c5\u51b5\u4e0b\u6211\u4eec\u52a0\u5f3a\u4ea7\u54c1\u6838\u5fc3\u529f\u80fd\uff0c\u6ee1\u8db3\u975e\u521a\u9700\u7528\u6237\u7684\u9700\u6c42[1]\u3002<\/li>\n<li>4. \u8f6c\u6362\u7387\uff08Conversion Rate\uff09\uff1a\u4ee5\u7f51\u7ad9\u800c\u8a00\uff0c\u82e5\u6709\u5e73\u5747100\u4e2a\u4eba\u5230\u8bbf\u6b64\u7f51\u7ad9\uff0c\u800c\u53ea\u67095\u4e2a\u4eba\u8d2d\u4e70\u4e86\u4e1c\u897f\uff0c\u5176\u8f6c\u6362\u7387\u4e3a5\uff05\u3002\u8f6c\u6362\u7387\u9ad8\u5219\u76f8\u5bf9\u7684\u987e\u5ba2\u53d6\u5f97\u6210\u672c\u4f1a\u8f83\u4f4e\u3002<\/li>\n<li>5. \u7528\u6237\u7559\u5931\u7387\uff08Churn Rate\uff09\uff1a\u5982\u679c\u4e00\u5bb6\u516c\u53f8\u7684\u7528\u6237\u6570\u91cf\u4ece1,000\u51cf\u5c11\u5230950\uff0c\u90a3\u4e48\u5b83\u6d41\u5931\u7684\u5ba2\u6237\u6570\u91cf\u4e3a50\uff0c\u7528\u6237\u6d41\u5931\u7387\u5373\u4e3a50\/1000*100%=5%\u3002\u5728\u6b64\u516c\u5f0f\u4e2d\u5ba2\u6237\u7559\u5931\u7387\u628a\u6bcf\u4f4d\u6d41\u5931\u7528\u6237\u7684\u4ef7\u503c\u540c\u7b49\u770b\u5f85\uff0c\u6545\u53c8\u79f0\u4e3a\u7edd\u5bf9\u7528\u6237\u7559\u5931\u7387\u3002\u7528\u6237\u7559\u5931\u7387\u4f4e\uff0c\u4ee3\u8868\u7528\u6237\u7559\u5b58\u7387\uff08Retention Rate\uff09\u9ad8\uff0c\u4f01\u4e1a\u76f8\u5bf9\u7684\u8425\u8fd0\u6210\u672c\u5c31\u8f83\u4f4e\u3002<\/li>\n<li>6. \u6210\u957f\u7387\uff08Growth Rate\uff09\uff1a\u4ee5\u7f51\u7ad9\u6216\u79fb\u52a8\u5e94\u7528\u800c\u8a00\uff0c\u9664\u4e86\u770b\u7528\u6237\u4eba\u6570\uff0c\u7528\u6237\u4eba\u6570\u7684\u6210\u957f\u7387\u662f\u6295\u8d44\u4eba\u5fc5\u770b\u7684\u6307\u6807\u3002<\/li>\n<li>7. \u987e\u5ba2\u53d6\u5f97\u6210\u672c\uff08CAC: Customer Acquisition Cost\uff09\uff1a\u5438\u5f15\u4e00\u4e2a\u5ba2\u6237\u4e0a\u95e8\u6ce8\u518c\u6216\u8d2d\u7269\u7684\u6210\u672c\uff0c\u5728\u7ade\u4e89\u6fc0\u70c8\u7684\u884c\u4e1a\u987e\u5ba2\u53d6\u5f97\u6210\u672c\uff0c\u53ea\u4f1a\u6108\u6765\u6108\u9ad8\u3002\u82e5\u4ee5\u4e00\u5143\u4e70\u5173\u952e\u8bcd\u7684\u70b9\u51fb\u7387\uff0c100\u4eba\u70b9\u51fb\u53ea\u6709\u4e00\u4eba\u6210\u4e3a\u5ba2\u6237\uff0c\u5219\u987e\u5ba2\u53d6\u5f97\u6210\u672c (CAC) \u662f100\u5143\u3002<\/li>\n<li>8. \u987e\u5ba2\u7ec8\u751f\u4ef7\u503c\uff08CLTV: Customer LifeTime Value\uff0c\u53c8\u79f0\u4e3aLTV\uff1aLifeTime Value\uff09\uff1a\u987e\u5ba2\u7ec8\u751f\u4ef7\u503c\u6307\u7684\u662f\u5ba2\u6237\u5728\u7528\u4f60\u7684\u4ea7\u54c1\u6216\u670d\u52a1\u7684\u671f\u95f4\uff0c\u6240\u6709\u51c0\u5229\u6da6\u7684\u6298\u73b0\u4ef7\u503c\u3002\u82e5\u987e\u5ba2\u53d6\u5f97\u6210\u672c\u9ad8\u4e8e\u987e\u5ba2\u7ec8\u751f\u4ef7\u503c\u5219\u82b1\u94b1\u5438\u5f15\u987e\u5ba2\uff0c\u662f\u6765\u4e00\u4e2a\u8d54\u4e00\u4e2a\u3002\u987e\u5ba2\u7ec8\u751f\u4ef7\u503c\/\u987e\u5ba2\u53d6\u5f97\u6210\u672c\u6bd4(CLTV\/CAC)\uff0c\u4e00\u822c\u800c\u8a00\u82e5\u5176\u6bd4\u4f8b\u5927\u4e8e3\uff0c\u624d\u7b97\u5408\u7406\uff0c\u522b\u5fd8\u4e86\u7559\u4f4f\u987e\u5ba2\u4e5f\u662f\u9700\u8981\u6210\u672c\u7684\u3002<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>\u4e0b\u9762\u8868\u683c\u4e2d\u6240\u5217\u7684\u5173\u952e\u7ee9\u6548\u6307\u9488(KPI)\u6570\u636e\u662f\u6839\u636e\u97f3\u4e50\u4e32\u6d41\u7f51\u7ad9Spotify\u57282018\u5e74\u5728\u7f8e\u56fd\u8981\u4e0a\u5e02\u7684\u62db\u80a1\u8bf4\u660e\u4e66(Form F-1)\u6574\u7406\u800c\u5f97\uff0c\u85c9\u6b64\u53ef\u89c2\u6479\u65b0\u521b\u516c\u53f8\u5982\u4f55\u8fd0\u7528\u8fd9\u4e9b\u5173\u952e\u7ee9\u6548\u6307\u6807\u6765\u62db\u5f15\u6295\u8d44\u4eba\u3002<\/p>\n<p>Spotify\u7684\u5173\u952e\u6307\u6807<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-14544\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/Spotify\u7684\u5173\u952e\u6307\u6807-600x217.png\" alt=\"\" width=\"600\" height=\"217\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>\uff0aARPU\uff08Average Revenue Per User\uff09\u662f\u4ece\u6bcf\u4f4d\u7528\u6237\u5f97\u5230\u5e73\u5747\u6536\u5165<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-14545\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/ARPU-600x75.png\" alt=\"\" width=\"600\" height=\"75\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>David McClure\u4ece\u4f7f\u7528\u8005\u7684\u751f\u547d\u5468\u671f\u7684\u89d2\u5ea6\uff0c\u63d0\u51fa\u4e86\u4e00\u7ec4\u79f0\u4e3aAARRR\u6d77\u76d7\u6307\u6807[3]\u3002\u8fd9\u662f\u65b0\u521b\u516c\u53f8\u5728\u6210\u957f\u671f\u65f6\uff0c\u5e94\u4e13\u6ce8\u7684\u4e94\u4e2a\u6307\u6807\uff0c\u5176\u5b9a\u4e49\u5982\u4e0b\uff0c\u53ef\u4f9b\u65b0\u521b\u4e8b\u4e1a\u5728\u8861\u91cf\u8425\u9500\u7ee9\u6548\u4e4b\u53c2\u8003\uff1a<\/p>\n<ul>\n<li>1. Acquisition\uff08\u5438\u5f15\u4f7f\u7528\u8005\u6765\u8bbf\uff09\uff1a\u662f\u6307\u5982\u4f55\u5438\u5f15\u4f7f\u7528\u8005\u4ece\u5404\u5f0f\u5404\u6837\u7684\u6e20\u9053\u627e\u5230\u4f60\uff0c\u900f\u8fc7\u5176\u5bfc\u6d41\u800c\u6765\u8bbf\u3002\u5bfc\u6d41\u7684\u6210\u672c\u6108\u6765\u6108\u9ad8\uff0c\u65b0\u521b\u4e8b\u4e1a\u5f97\u51fa\u5947\u81f4\u80dc\uff0c\u4ee5\u6700\u5c11\u7684\u94b1\uff0c\u8fbe\u5230\u6700\u597d\u7684\u6548\u679c\u3002<\/li>\n<li>2. Activation\uff08\u6210\u4e3a\u6709\u6548\u7684\u5ba2\u6237\uff09\uff1a\u4f7f\u7528\u8005\u5728\u521d\u6b21\u5230\u8bbf\u540e\uff0c\u4f7f\u7528\u4e86\u6211\u4eec\u6240\u63d0\u4f9b\u7684\u4e00\u4e9b\u4e3b\u8981\u529f\u80fd\uff0c\u4f8b\u5982\u6ce8\u518c\u3001\u8d2d\u7269\u3001\u7559\u8a00\u3001\u4e0b\u8f7d\u6587\u7ae0\u3002\u8fd9\u7ed9\u4ed6\u4eec\u7559\u4e0b\u5f88\u597d\u7684\u7b2c\u4e00\u5370\u8c61\uff0c\u6210\u4e3a\u6709\u6548\u7684\u5ba2\u6237\uff0c\u800c\u4e0d\u662f\u770b\u4e86\u51e0\u4e2a\u7f51\u9875\u5c31\u79bb\u5f00\u4e86\u3002<\/li>\n<li>3. Retention\uff08\u7559\u4f4f\u7528\u6237\uff09\uff1a\u7528\u6237\u518d\u6b21\u56de\u6765\u9020\u8bbf\u3001\u4f7f\u7528\uff0c\u6210\u4e3a\u56de\u5934\u5ba2\uff0c\u4e0d\u518d\u6765\u8bbf\u7684\u5c31\u662f\u6d41\u5931\u7684\u7528\u6237\u3002\u6d41\u5931\u7387\u4f4e\uff0c<\/li>\n<li>4. Revenue\uff08\u8425\u6536\uff09\uff1a\u6709\u7684\u7528\u6237\u662f\u514d\u8d39\u7684\uff0c\u5219\u6536\u5165\u6765\u6e90\u591a\u662f\u9760\u5e7f\u544a\u3002\u7528\u6237\u51b3\u5b9a\u4ed8\u8d39\u8d2d\u4e70\u6211\u4eec\u7684\u4ea7\u54c1\u6216\u670d\u52a1\uff0c\u662f\u53e6\u4e00\u79cd\u8425\u6536\u7684\u6765\u6e90\u3002<\/li>\n<li>5. Referral\uff08\u7528\u6237\u79ef\u6781\u63a8\u8350\u4ed6\u4eba\uff09\uff1a\u7528\u6237\u559c\u6b22\u6211\u4eec\u63d0\u4f9b\u7684\u4ea7\u54c1\u6216\u670d\u52a1\uff0c\u800c\u4e14\u79ef\u6781\u5730\u63a8\u8350\u5176\u4ed6\u4eba\u4f7f\u7528\u3002\u8fd9\u79cd\u53e3\u7891\u8425\u9500\u4e0d\u4f46\u662f\u514d\u8d39\u7684\uff0c\u800c\u4e14\u6548\u679c\u5947\u4f73\u3002<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>\u7f51\u7ad9\u5bfc\u6d41\u6709\u8bb8\u591a\u65b9\u5f0f\uff0c\u5305\u62ec\u641c\u7d22\u5f15\u64ce\u4f18\u5316\u6cd5(SEO\uff1aSearch Engine Optimization) \u3001\u516c\u5173\u3001\u5ba3\u4f20\u6d3b\u52a8\u3001\u5728\u7ebf\u548c\u4f20\u7edf\u5e7f\u544a\u7b49\u3002SEO\u662f\u7f51\u7ad9\u85c9\u7531\u4f18\u5316\u5176\u5185\u5bb9\u7b49\u6280\u5de7\u800c\u6210\u4e3a\u641c\u7d22\u5f15\u64ce\u5224\u65ad\u67d0\u4e9b\u641c\u7d22\u5173\u952e\u8bcd\u540e\uff0c\u63d0\u9ad8\u5176\u7f51\u7ad9\u5728\u641c\u5bfb\u7ed3\u679c\u7f51\u7ad9\u7684\u6392\u5e8f\u540d\u6b21\u7684\u65b9\u5f0f\uff0c\u5982\u6b64\u5bfc\u6d41\u6765\u7684\u5ba2\u6237\u662f\u514d\u8d39\u7684\u3002<\/p>\n<p>Spotify\u7684\u97f3\u4e50\u4e32\u6d41\u670d\u52a1\u7528\u4e86\u300c\u514d\u8d39\u589e\u503c\u5546\u4e1a\u6a21\u5f0f\u300d( Freemium=Free + Premium)\uff0c\u6b64\u79cd\u6a21\u5f0f\u662f\u5148\u63d0\u4f9b\u4f60\u514d\u8d39\u7684\u670d\u52a1\uff0c\u6b64\u65f6\u53ef\u4ee5\u7528\u5e7f\u544a\u6536\u5165\u6765\u652f\u6301\u8425\u8fd0\u6240\u9700\u7684\u7ecf\u8d39\uff0c\u514d\u8d39\u53c8\u597d\u7528\uff0c\u5fc5\u80fd\u83b7\u5f97\u53e3\u7891\u4f20\u64ad\u6709\u6548\u5730\u83b7\u5f97\u5927\u91cf\u7528\u6237\u3002\u7136\u540e\u5411\u4f60\u7684\u7528\u6237\u63d0\u4f9b\u6536\u8d39\u7684\u589e\u503c\u670d\u52a1\u3002Spotify\u7528\u6237\u53ef\u4ee5\u4ed8\u5341\u7f8e\u5143\u5de6\u53f3\u7684\u6708\u8d39\uff0c\u5c31\u53ef\u4ee5\u4eab\u53d7\u4e0d\u5c11\u589e\u503c\u670d\u52a1\uff1a\u542c\u6ca1\u6709\u5e7f\u544a\u6253\u6270\u7684\u97f3\u4e50\u3001\u4e0b\u8f7d\u97f3\u4e50\u3001\u8df3\u8fc7\u9009\u66f2\u3001\u542c\u5230\u65b0\u53d1\u5e03\u6b4c\u66f2\u7b49\u3002<\/p>\n<p>Spotify\u4e8e2017\u5e74\u6536\u5165\u4e2d\uff0c36.74\u4ebf\u6b27\u5143\u662f\u7528\u6237\u4ed8\u8d39\u8ba2\u9605\u7684\u6536\u5165\uff0c4.16\u4ebf\u6b27\u5143\u662f\u5e7f\u544a\u6536\u5165\u3002\u7528\u6237\u4eba\u6570\u8fbe1\u4ebf6\u4edf3\u767e\u4e07\u4eba\uff0c\u5176\u4e2d\u4ed8\u8d39\u7528\u6237\u4eba\u6570\u4e3a7\u53431\u767e\u4e07\uff0c\u514d\u8d39\u7528\u6237\u4eba\u6570\u8fbe9\u53432\u767e\u4e07\u3002\u867d\u7136\u652f\u6301\u4e00\u4e2a\u514d\u8d39\u7528\u6237\u6240\u8d39\u4e0d\u7726\uff0c\u662f\u76ee\u524d\u5e7f\u544a\u6536\u5165\u6240\u65e0\u6cd5\u5f25\u8865\u7684\uff0c\u7136\u800cSpotify\u5c06\u514d\u8d39\u7684\u670d\u52a1\uff0c\u89c6\u4e3a\u5c06\u5176\u7528\u6237\u5bfc\u6d41\u81f3\u4ed8\u8d39\u670d\u52a1\u7684\u4e3b\u8981\u7b56\u7565\uff0c\u6b64\u53ef\u8c13\u662f\u300c\u5148\u4ee5\u6b32\u94a9\u7275\uff0c\u540e\u4ee4\u5165\u5f40\u4e2d\u300d\u3002<\/p>\n<p>\u8861\u91cf\u7528\u6237\u79ef\u6781\u63a8\u8350\u4ed6\u4eba\u7684\u7a0b\u5ea6\u53ef\u4f7f\u7528\u51c0\u63a8\u8350\u8005\u503c\uff08NPS\u00ae\uff1aNet Promoter Score )[6]\uff0c\u7528\u4e0b\u5217\u95ee\u9898\u5728\u95ee\u5377\u8bbf\u8c08\u4e2d\u8ba9\u7528\u6237\u8bc4\u4f30\u4ed6\u5bf9\u8d35\u516c\u53f8\u7684\u89c2\u611f\u3002NPS \u5206\u6570\u5c31\u662f\u662f\u4f01\u4e1a\u548c\u54c1\u724c\u7684\u300c\u63a8\u8350\u578b\u300d\u5ba2\u6237\u6240\u5360\u7684\u51c0\u767e\u5206\u6bd4\uff0c\u5982\u4e0b\u8868\u6240\u793a\u3002<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-14546\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/\u63a8\u8350\u578b-600x97.png\" alt=\"\" width=\"600\" height=\"97\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>\u65b0\u521b\u56e2\u961f\u5728\u9009\u5b9a\u5173\u952e\u7ee9\u6548\u6307\u6807\u65f6\u4e00\u5b9a\u8981\u4e0e\u5176\u53d1\u5c55\u4e4b\u9636\u6bb5\u5951\u5408\uff0c\u4e0d\u53ef\u6ca1\u6709\u6307\u6807\uff0c\u4f46\u8fd9\u4e9b\u6307\u6807\u4e5f\u4e0d\u53ef\u8fc7\u4e8e\u7e41\u7410\u4ee5\u81f3\u5931\u7126\uff0c\u805a\u7126\u5173\u952e\u7ee9\u6548\u662f\u96c6\u4e2d\u8d44\u6e90\uff0c\u8fbe\u6210\u76ee\u6807\u7684\u4e0d\u4e8c\u6cd5\u95e8\u3002<\/p>\n<p>KPI\u5173\u952e\u7ee9\u6548\u6307\u6807\u4e0b\u7684\u603b\u7ed3\uff1a<\/p>\n<p style=\"text-align: center;\">\u5176\u4e00<\/p>\n<p style=\"text-align: center;\">\u4e0d\u53bb\u8861\u91cf\uff0c\u65e0\u6cd5\u7ba1\u7406\uff1b<\/p>\n<p style=\"text-align: center;\">\u4e00\u65e6\u8861\u91cf\uff0c\u5fc5\u751f\u6d41\u5f0a\uff1b<\/p>\n<p style=\"text-align: center;\">\u6b32\u9664\u6d41\u5f0a\uff0c\u589e\u8865\u6cd5\u4ee4\uff1b<\/p>\n<p style=\"text-align: center;\">\u6cd5\u4ee4\u6797\u7acb\uff0c\u62b9\u6740\u521b\u610f\u3002<\/p>\n<p style=\"text-align: center;\">\u5176\u4e8c<\/p>\n<p style=\"text-align: center;\">\u6307\u6807\u8fc7\u7e41\uff0c\u7ba1\u7406\u5931\u7126\u3002<\/p>\n<p style=\"text-align: center;\">\u5316\u7e41\u4e3a\u7b80\uff0c\u96c6\u4e2d\u7cbe\u529b\u3002<\/p>\n<p style=\"text-align: center;\">\u521b\u4e1a\u4e4b\u521d\uff0c\u6210\u957f\u662f\u5c1a\u3002<\/p>\n<p style=\"text-align: center;\">\u670d\u52a1\u81f3\u4e0a\uff0c\u53e3\u7891\u8fdc\u4f20\u3002<\/p>\n<p>&nbsp;<\/p>\n<p>[title]\u589e\u957f\uff1a\u521b\u9020\u589e\u957f\u4e2d\u7684\u62c9\u52a8\u529b[\/title]<\/p>\n<p>&nbsp;<\/p>\n<p>\u65b0\u521b\u516c\u53f8\u4e00\u65e6\u6709\u4ea7\u54c1\u95ee\u5e02\uff0c\u5c31\u5f97\u627e\u5230\u62c9\u52a8\u529b(Traction)\uff0c\u7136\u540e\u7528\u6570\u636e\u548c\u5b9e\u4f8b\u8bc1\u660e\u4ea7\u54c1\u5df2\u53d7\u5230\u5e02\u573a\u7684\u8ba4\u53ef\uff0c\u662f\u5927\u5bb6\u516c\u8ba4\u65e9\u671f\u521b\u65b0\u516c\u53f8\u6700\u5173\u952e\u7684\u4efb\u52a1\u548c\u6700\u80fd\u8bf4\u670d\u6295\u8d44\u4eba\u7684\u56e0\u7d20\u3002\u627e\u5230\u4ea7\u54c1\u4e0e\u5e02\u573a\u7684\u5951\u5408\u662f\u5efa\u7acb\u62c9\u52a8\u529b\u7684\u7b2c\u4e00\u6b65\uff0c\u589e\u52a0\u4ea7\u54c1\u88ab\u5e02\u573a\u63a5\u53d7\u7684\u7a0b\u5ea6\uff0c\u62ff\u51fa\u7528\u6237\u6570\u3001\u4ed8\u8d39\u7528\u6237\u6570\u3001\u8425\u4e1a\u989d\u3001\u6bcf\u5468\u6216\u6bcf\u6708\u8ba2\u5355\u603b\u91d1\u989d\u7b49\u6570\u636e\u662f\u4ea7\u54c1\u591f\u7ed9\u529b\u7684\u660e\u8bc1\u3002\u62c9\u52a8\u529b\u8bc1\u660e\u4f60\u8bbe\u8ba1\u51fa\u6765\u7684\u4ea7\u54c1\u8d8a\u6765\u8d8a\u53d7\u5230\u5e02\u573a\u7684\u6b22\u8fce\uff0c\u800c\u65b0\u521b\u516c\u53f8\u4e5f\u56e0\u6b64\u8d8a\u6765\u8d8a\u6709\u4ef7\u503c\u3002\u4e00\u4e2a\u65e9\u671f\u521b\u4e1a\u4f01\u4e1a\uff0c\u8981\u4ee5\u627e\u5230\u62c9\u52a8\u529b\u4e3a\u5176\u52aa\u529b\u7684\u76ee\u6807\u3002<\/p>\n<p>\u8425\u4e1a\u989d\u6210\u957f\u662f\u62c9\u52a8\u529b\u7684\u6307\u6807\u4e4b\u4e00\uff0c\u4f46\u662f\u5982\u679c\u8425\u4e1a\u989d\u7684\u5feb\u901f\u5730\u6210\u957f\uff0c\u662f\u9760\u7838\u5927\u94b1\u505a\u5e7f\u544a\u6216\u8865\u8d34\u7528\u6237\u800c\u5f97\u6765\u7684\uff0c\u5219\u8fd9\u4e2a\u62c9\u52a8\u529b\u662f\u300c\u4eba\u4e3a\u300d\u7684\u3002\u7528\u6237\u56de\u8d2d\u7387\u548c\u51c0\u63a8\u8350\u503c\uff08NPS: Net Promoter Score\uff09\u6709\u663e\u8457\u7684\u6210\u957f\uff0c\u624d\u80fd\u5224\u65ad\u8fd9\u4e2a\u62c9\u52a8\u529b\u662f\u5426\u53ef\u6301\u7eed\u4e0b\u53bb\u3002<\/p>\n<p>\u4ece\u62c9\u52a8\u529b\u6765\u770b\u8bf4\u670d\u529b\u7684\u5f3a\u5ea6\u6392\u5217\uff0c\u4e0b\u5217\u6307\u6807\u53ef\u4f9b\u53c2\u8003\uff1a<\/p>\n<ul>\n<li>1. \u76c8\u5229\u80fd\u529b<\/li>\n<li>2. \u6536\u5165<\/li>\n<li>3. \u6d3b\u8dc3\u7528\u6237\u6570<\/li>\n<li>4. \u6ce8\u518c\u7528\u6237\u6570<\/li>\n<li>5. \u63a5\u89e6\u7684\u5ba2\u6237\u6570<\/li>\n<li>6. \u5408\u4f5c\u4f19\u4f34\/\u5ba2\u6237\u7684\u6570\u76ee<\/li>\n<li>7. \u7f51\u7ad9\u8bbf\u5ba2\u6d41\u91cf<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>[title]\u589e\u957f\uff1a<span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/%e5%a2%9e%e9%95%bf%e9%bb%91%e5%ae%a2\" title=\"\u589e\u957f\u9ed1\u5ba2\" target=\"_blank\">\u589e\u957f\u9ed1\u5ba2<\/a><\/span>\u8d4b\u80fd\u7528\u6237\u589e\u957f[\/title]<\/p>\n<p>&nbsp;<\/p>\n<p><span class=\"wpcom_keyword_link\"><a href=\"https:\/\/www.growthhk.cn\/\" target=\"_blank\" title=\"\u589e\u957f\u9ed1\u5ba2\">\u589e\u957f\u9ed1\u5ba2<\/a><\/span>(Growth Hacker)\u7684\u76ee\u6807\u662f\u5728\u65b0\u521b\u516c\u53f8\u65e9\u671f\u53d1\u5e03\u4ea7\u54c1\u9636\u6bb5\u65f6\uff0c\u5feb\u901f\u589e\u957f\u987e\u5ba2\u7684\u4eba\u6570\uff0c\u589e\u957f\u9ed1\u5ba2\u7684\u4f5c\u4e3a\u4fa7\u91cd\u4e8e\u964d\u4f4e\u6bcf\u4e2a\u987e\u5ba2\u53d6\u5f97\u6210\u672c\uff08CAC\uff09\uff0c\u8fd9\u5bf9\u4e8e\u521d\u521b\u516c\u53f8\u800c\u8a00\u81f3\u5173\u91cd\u8981\u3002\u65b0\u521b\u516c\u53f8\u4e00\u65e6\u627e\u5230\u4e86\u4ea7\u54c1\u5e02\u573a\u5951\u5408\u4e4b\u540e\uff0c\u5c31\u8fdb\u5165\u4e86\u521b\u9020\u5ba2\u6237\u7684\u9636\u6bb5\uff0c\u6b64\u65f6\u7684\u91cd\u70b9\u662f\u5728\u5feb\u901f\u5730\u8ba9\u516c\u53f8\u7684\u5ba2\u6237\u4eba\u6570\u6210\u957f\u3002\u521b\u4e1a\u516c\u53f8\u6240\u6709\u7684\u5176\u4ed6\u4e8b\u60c5\u7684\u53d1\u5c55\u90fd\u7531\u6210\u957f\u4e2d\u6765\uff0c\u5c06\u300c\u6210\u957f\u300d\u89c6\u4e3a\u8fd9\u4e00\u9636\u6bb5\u7684\u547d\u8109\u90fd\u4e0d\u4e3a\u8fc7\u3002<\/p>\n<p>\u4e00\u5bb6\u6708\u6536\u51651000\u7f8e\u5143\u7684\u516c\u53f8\uff0c\u82e5\u6bcf\u5468\u589e\u957f1\uff05\u7684\u516c\u53f8\u5c06\u57284\u5e74\u540e\u6bcf\u6708\u67097900\u7f8e\u5143\u7684\u6536\u5165\uff0c\u8fd9\u6bd4\u4e00\u4f4d\u4f18\u79c0\u7684\u7a0b\u5e8f\u5458\u5728\u7845\u8c37\u7684\u5e73\u5747\u5de5\u8d44\u8fd8\u4f4e\u3002 \u4e00\u5bb6\u4ee5\u6bcf\u54685\uff05\u7684\u901f\u5ea6\u589e\u957f\u7684\u521b\u4e1a\u516c\u53f8\uff0c\u5c06\u57284\u5e74\u5185\u6bcf\u6708\u521b\u90202500\u4e07\u7f8e\u5143\u7684\u6536\u5165\u3002\u6211\u4eec\u5343\u4e07\u4e0d\u53ef\u5c0f\u770b\u8fd95\uff05\u7684\u5468\u6210\u957f\u7387\uff0c\u4e00\u5e74\u4e0b\u6765\u5c31\u670912.6\u500d\u7684\u7206\u53d1\u6027\u6210\u957f(\u53c2\u89c1\u4e0b\u8868)\u3002<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-medium wp-image-14547\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/\u7206\u53d1\u6027\u6210\u957f-600x155.png\" alt=\"\" width=\"600\" height=\"155\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>\u5f53\u7528\u6237\u900f\u8fc7\u4f60\u4ea7\u54c1\u5206\u4eab\u8baf\u606f\u65f6\uff0c\u5982\u679c\u540c\u65f6\u80fd\u591f\u53d1\u6325\u9080\u8bf7\u670b\u53cb\u7684\u529f\u80fd\uff0c\u90a3\u4e48\u4e5f\u6709\u52a9\u4e8e\u7f51\u7edc\u6548\u5e94(network effect)\u7684\u6548\u679c\u3002\u65e9\u671f\u7684 Hotmail, Facebook\u3001LinkedIn \u90fd\u5728\u7535\u5b50\u90ae\u4ef6( email) \u9080\u8bf7\u4e0a\u4e0b\u4e86\u5f88\u591a\u529f\u592b \uff0c\u800c Dropbox \u5956\u52b1\u4ecb\u7ecd\u670b\u53cb\u6210\u4e3a\u4f7f\u7528\u8005\u7684\u5ba2\u6237\uff0c\u7ed9\u4ed6\u4eec\u589e\u52a0\u514d\u8d39\u4f7f\u7528\u7684\u4e91\u7aef\u50a8\u5b58\u7a7a\u95f4\uff0c\u4e5f\u662f\u975e\u5e38\u503c\u5f97\u5b66\u4e60\u7684\u7b56\u7565\u3002<\/p>\n<p>1996\u5e74Hotmail\u5728\u4e0a\u5e02\u4e4b\u521d\uff0c\u6210\u957f\u975e\u5e38\u7f13\u6162\uff0c\u53ea\u6709\u4e8c\u4e07\u4eba\uff0c\u540e\u6765\u4ed6\u4eec\u5728\u6bcf\u4e2a\u73b0\u6709\u7528\u6237\u53d1\u9001\u90ae\u4ef6\u7684\u672b\u5c3e\u6dfb\u52a0\u4e86\u4e00\u53e5\u81ea\u6211\u63a8\u9500\u7684\u5c0f\u5e7f\u544a\u8bed\u300c\u5230Hotmail.com\u83b7\u53d6\u514d\u8d39\u7535\u5b50\u90ae\u4ef6\u300d\uff0c\u5e76\u9644\u6709\u5230\u4ed6\u4eec\u7f51\u7ad9\u7684\u94fe\u63a5\u3002\u4ed6\u4eec\u57fa\u672c\u4e0a\u8fd0\u7528\u4ed6\u4eec\u7684\u4ea7\u54c1\u5c06\u5176\u7528\u6237\u53d8\u6210\u4e86\u514d\u8d39\u5e2eHotmail\u505a\u5e7f\u544a\u7684\u751f\u529b\u519b\u3002\u5982\u6b64\u5c0f\u5c0f\u6539\u53d8\u7684\u516d\u4e2a\u6708\u5185\uff0c\u4ed6\u4eec\u6709\u8d85\u8fc7\u4e00\u767e\u4e07\u7528\u6237\u30021997\u5e74\u5e95\uff0c18\u4e2a\u6708\u540e\u5356\u7ed9\u5fae\u8f6f\u65f6\u5df2\u67091,500\u4e07\u7528\u6237\u3002\u5f53\u65f6\u4e92\u8054\u7f51\u7684\u603b\u4eba\u6570\u4e5f\u53ea\u67097,000\u4e07\u300230\u4e2a\u6708\u540e\uff0c\u4ed6\u4eec\u6709\u4e863,000\u4e07\u7684\u7528\u6237\u3002<\/p>\n<p>Airbnb\u7f51\u7ad9\u5728\u65e9\u671f\u4f1a\u534a\u81ea\u52a8\u5730\u5c06\u623f\u4e1c\u7684\u79df\u8d41\u8baf\u606f\u8f6c\u53d1\u5230Craigslist\u7684\u77ed\u671f\u5206\u79df\u7c7b\u522b\u4e2d\uff0c\u662f\u9ed1\u5ba2\u6210\u957f\u7684\u53e6\u4e00\u5178\u578b\u8303\u4f8b\u3002U-Haul\u5f53\u5e74\u4ee5\u9c9c\u660e\u6a58\u8272\u7684\u5370\u6709\u516c\u53f8\u540d\u5b57\u548c\u7535\u8bdd\u7684\u62d6\u8f66\u5728\u8def\u4e0a\u8dd1\uff0c\u4e5f\u662f\u8ba9\u5ba2\u6237\u5728\u7528\u5176\u79df\u6765\u4ea7\u54c1\u65f6\uff0c\u5e2e\u4ed6\u505a\u514d\u8d39\u5e7f\u544a\u7684\u597d\u4e3b\u610f\u3002<\/p>\n<p>Facebook\u4e8e2012\u5e74\u82b1\u8d3910\u4ebf\u7f8e\u5143\u8d2d\u4e70\u7167\u7247\u5206\u4eab\u5e94\u7528Instagram\uff0c 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decoding=\"async\" class=\"aligncenter size-medium wp-image-14548\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/\u5ba2\u6237\u56de\u7b3c-600x428.jpg\" alt=\"\" width=\"600\" height=\"428\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>\u6211\u4eec\u53ef\u4ee5\u85c9\u7531\u4e0a\u56fe\u6240\u793a\u7684\u6570\u5b57\u8425\u9500\u6f0f\u6597\uff08marketing funnel\uff09\uff0c\u6765\u601d\u7d22\u65b0\u521b\u4e8b\u4e1a\u5e94\u5982\u4f55\u8fd0\u7528\u8425\u9500\u7b56\u7565\uff0c\u4ece\u5de6\u81f3\u53f3\u4e00\u6b65\u4e00\u6b65\u5730\u5f15\u5ba2\u4e0a\u95e8\u3001\u7559\u5ba2\u56de\u7b3c\u3001\u4fc3\u5ba2\u591a\u4e70(GKG: Get, Keep, 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href=\"https:\/\/www.growthhk.cn\/model\/13871.html\">\u5168\u7403\u793e\u4ea4\u5a92\u4f53\u906d\u9047\u4e2d\u5e74\u5371\u673a\uff0c\u4e0b\u4e00\u4e2a\u7528\u6237\u589e\u957f\u70b9\u5728\u54ea\u91cc\uff1f<\/a>\u300b<\/li>\n<li>\u300a<a href=\"https:\/\/www.growthhk.cn\/market\/12066.html\">\u9ed1\u5ba2\u5e7f\u544aHackvertising\uff1a\u5982\u4f55\u98a0\u8986\u4f20\u7edf\u8425\u9500\uff0c\u83b7\u53d6\u8d85\u7ea7ROI\uff1f<\/a>\u300b<\/li>\n<li>\u300a<a href=\"https:\/\/www.growthhk.cn\/market\/14526.html\">\u6768\u4e0d\u574f\uff1a\u4e0d\u505a\u5e7f\u544a\uff0c\u505a\u521b\u610f<\/a>\u300b<\/li>\n<\/ul>\n<p>\u66f4\u591a\u7cbe\u5f69\uff0c\u5173\u6ce8\uff1a\u589e\u957f\u9ed1\u5ba2\uff08GrowthHK.cn\uff09<\/p>\n<p>\u589e\u957f\u9ed1\u5ba2\uff08Growth Hacker\uff09\u662f\u4f9d\u9760\u6280\u672f\u548c\u6570\u636e\u6765\u8fbe\u6210\u5404\u79cd\u8425\u9500\u76ee\u6807\u7684\u65b0\u578b\u56e2\u961f\u89d2\u8272\u3002\u4ece\u5355\u7ebf\u601d\u7ef4\u8005\u65f6\u5e38\u5ffd\u7565\u7684\u89d2\u5ea6\u548c\u9ad8\u5ea6\uff0c\u68b3\u7406\u6574\u5408\u4ea7\u54c1\u53d1\u5c55\u7684\u56e0\u7d20\uff0c\u5b9e\u73b0\u4f4e\u6210\u672c\u751a\u81f3\u96f6\u6210\u672c\u5e26\u6765\u7684\u6709\u6548\u589e\u957f\u2026<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u5728\u4e92\u8054\u7f51\u884c\u4e1a\u7684\u67d0\u4e00\u9886\u57df\u4e2d\uff0c\u7531\u4e8e\u8ddf\u98ce\u76db\uff0c\u5728\u767e\u5bb6\u4e89\u9e23\u4e0b\uff0c\u8bb8\u591a\u65b0\u521b\u4f01\u4e1a\u4e3a\u4e86\u62a2\u5360\u884c\u4e1a\u5dff\u573a\u4efd\u989d\u7684\u9f99\u5934\u5730\u4f4d\uff0c\u70e7\u94b1\u6beb\u4e0d\u624b\u8f6f\u3002\u4f8b\u59822012\u5e74\u6ef4\u6ef4\u6253\u8f66\u6210\u7acb\u4e0d\u4e45\u540e\uff0c\u65cb\u5373\u4e0e\u300c\u5feb\u7684\u6253\u8f66\u300d\u5c55\u5f00\u7ea2\u5305\u5927\u6218\uff0c\u6295\u8d44\u2026<\/p>\n","protected":false},"author":1,"featured_media":14549,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[147],"tags":[40,3211],"special":[],"class_list":["post-14543","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market","tag-40","tag-3211","entry"],"views":132168,"_links":{"self":[{"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/posts\/14543","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/comments?post=14543"}],"version-history":[{"count":0,"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/posts\/14543\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/media\/14549"}],"wp:attachment":[{"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/media?parent=14543"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/categories?post=14543"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/tags?post=14543"},{"taxonomy":"special","embeddable":true,"href":"https:\/\/www.growthhk.cn\/wp-json\/wp\/v2\/special?post=14543"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}