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    \u5177\u4f53\u7684\u8c03\u67e5\u65b9\u6cd5\u548c\u95ee\u9898\u8bbe\u7f6e\u5728\u8fd9\u91cc\u5c31\u4e0d\u8d58\u8ff0\uff0c\u56f4\u7ed5\u4e0a\u9762\u8bb2\u7684\u8c03\u67e5\u76ee\u6807\u7fa4\u4f53\u548c\u8c03\u67e5\u76ee\u6807\u6765\u8bbe\u8ba1\u8c03\u67e5\u5c31\u4e0d\u4f1a\u9519\u3002\u65b9\u6cd5\u4e8c\uff1a\u8861\u91cf\u7528\u6237\u7559\u5b58<\/strong>\u8861\u91cf\u4e00\u5b9a\u65f6\u95f4\u5185\u7ee7\u7eed\u4f7f\u7528\u4ea7\u54c1\u6216\u8005\u4ed8\u8d39\u4f7f\u7528\u4ea7\u54c1\u7684\u7528\u6237\u6bd4\u4f8b\uff0c\u4e0e\u884c\u4e1a\u5185\u6709\u8db3\u591f\u53ef\u6bd4\u6027\u7684\u6210\u529f\u4ea7\u54c1\u4f5c\u5bf9\u6bd4\u3002<\/strong>\u5982\u679c\u7528\u6237\u7559\u5b58\u7387\u80fd\u5728\u4e00\u6bb5\u65f6\u95f4\u540e\uff0c\u76f8\u6bd4\u540c\u7ec6\u5206\u5e02\u573a\u7684\u7ade\u54c1\uff0c\u7a33\u5b9a\u5728\u6bd4\u8f83\u6709\u7ade\u4e89\u529b\u7684\u6c34\u5e73\uff0c\u8bf4\u660e\u4ea7\u54c1\u5177\u6709\u201c\u4e0d\u53ef\u6216\u7f3a\u6027\u201d\u3002[3]<\/p>\n\n\n\n

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

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     \u786e\u5b9a\u589e\u957f\u6760\u6746<\/strong><\/strong><\/strong><\/strong><\/h3>\n\n\n\n

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

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

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

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    \u7528\u6237\u751f\u547d\u5468\u671f\u7406\u8bba\uff08AARRR\uff09<\/h2>\n\n\n\n

    \u201c\u7528\u6237\u884c\u4e3a\u201d\u3001\u201c\u751f\u547d\u5468\u671f\u7406\u8bba\u201d\u7b49\u6982\u5ff5\uff0c\u5728\u4f20\u7edf\u5e02\u573a\u8425\u9500\u3001\u7ba1\u7406\u5b66\u548c\u5fc3\u7406\u5b66\u4e2d\u4e5f\u5e76\u4e0d\u65b0\u9c9c\u3002\u4f60\u53ef\u80fd\u5f88\u65e9\u5c31\u542c\u8bf4\u8fc7\u7684\u4ea7\u54c1\u751f\u547d\u5468\u671f\u7406\u8bba\u5c06\u4ea7\u54c1\u5206\u4e3a\u201c\u5bfc\u5165\u671f\u201d\u3001\u201c\u6210\u957f\u671f\u201d\u3001\u201c\u6210\u719f\u671f\u201d\u3001\u201c\u4f11\u7720\u671f\u201d\u3001\u201c\u6d41\u5931\u671f\u201d\u3002\u8fd9\u662f\u54c8\u4f5b\u5927\u5b66\u6559\u6388\u96f7\u8499\u5fb7\u00b7\u5f17\u519c(Raymond Vernon)1966\u5e74\u9996\u6b21\u63d0\u51fa\u7684\u3002[5]\u53e6\u4e00\u65b9\u9762\uff0c\u7528\u6237\u51b3\u7b56\u65c5\u7a0b\u6a21\u578b\u5b66\u6d3e\uff08Customer Decision Journey, CDJ\uff09\u6700\u65e9\u662f\u4ece1898\u7531\u57c3\u5229\u963f\u65af \u674e\u7ef4\u65af\uff08Elias St. Elmo Levis\uff09\u63d0\u51fa\u7684AIDA\u6a21\u578b\u5f00\u59cb\uff08Attention\u6ce8\u610f-Interest\u5174\u8da3-Desire\u6b32\u671b-Action\u884c\u52a8\uff09[6]\uff0c\u4e4b\u540e\u6709\u5f88\u591a\u5b66\u8005\u5c06\u6a21\u578b\u4e0d\u65ad\u4f18\u5316\u3002\u53d1\u5c55\u5230\u8fd1\u5e74\uff0c\u793e\u4ea4\u7f51\u7edc\u7684\u5174\u8d77\u8ba9\u7528\u6237\u63a8\u8350\u3001\u4f20\u64ad\u7684\u91cd\u8981\u6027\u9010\u6e10\u63d0\u5347\uff0c\u6240\u4ee5\u65b0\u7684\u6d88\u8d39\u8005\u884c\u4e3a\u6a21\u578b\u4f1a\u5c06\u7528\u6237\u63a8\u8350\u8003\u8651\u5728\u5185\u3002\u800c\u9a6c\u4e0a\u8981\u8c08\u7684AARRR\u6a21\u578b\u548c\u5176\u76f8\u5e94\u7684\u6307\u6807\u4f53\u7cfb\uff0c\u8fd1\u5e74\u975e\u5e38\u706b\u70ed\u4e5f\u6709\u8f83\u5f3a\u7684\u5b9e\u64cd\u610f\u4e49\uff0c\u4f46\u5e76\u4e0d\u80fd\u8bf4\u8fd9\u4e2a\u6a21\u578b\u5c31\u662f\u7edd\u5bf9\u7684\u6b63\u786e\u548c\u5b8c\u7f8e\u7684\uff0c\u4f9d\u7136\u8981\u4fdd\u6301\u7a7a\u676f\u7684\u5fc3\u6001\uff0c\u6301\u7eed\u5b66\u4e60\u65b0\u4e1c\u897f\u3002\u53e6\u5916\uff0c\u7406\u8bba\u59cb\u7ec8\u53ea\u662f\u7406\u8bba\uff0c\u7406\u8bba\u652f\u6301\u5b9e\u8df5\u843d\u5730\u624d\u662f\u91cd\u8981\u7684\u3002<\/p>\n\n\n\n

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

    AARRR\u6a21\u578b\u662f\u7845\u8c37\u7684\u4e00\u4e2a\u98ce\u9669\u6295\u8d44\u4eba\u53eb\u6234\u7ef4\u00b7\u9ea6\u514b\u9c81\u5c14\uff08Dave McClure\uff09\u57282008\u5e74\u63d0\u51fa\u7684\uff0c\u5c06\u7528\u6237\u5206\u4e3a\u83b7\u5ba2\u3001\u6fc0\u6d3b\u3001\u7559\u5b58\u3001\u6536\u76ca\u3001\u63a8\u8350\u76845\u4e2a\u9636\u6bb5\u3002\u56e0\u4e3a\u5728\u82f1\u8bed\u91cc\u8fd9\u51e0\u4e2a\u5355\u8bcd\u7684\u9996\u5b57\u6bcd\u53ef\u4ee5\u8fde\u6210aarrr<\/a><\/span>\uff0c\u8fde\u8d77\u6765\u8bfb\u5c31\u662f\u201c\u554a\u2014\u2014\u201d\uff0c\u5c31\u50cf\u6d77\u76d7\u7684\u58f0\u97f3\uff0c\u6234\u7ef4\u672c\u4eba\u4e5f\u662f\u6770\u514b\u8239\u957f\u7684\u7c89\u4e1d\uff0c\u6240\u4ee5AARRR\u6a21\u578b\u4e5f\u53eb\u6d77\u76d7\u6a21\u578b\uff08pirate model\uff09\u3002<\/strong>\u8fd9\u4e2a\u6a21\u578b\u5728\u4e4b\u524d\u7684\u6587\u7ae0\u4e2d\u4e5f\u8be6\u7ec6\u4ecb\u7ecd\u8fc7\uff0c\u672c\u6587\u6211\u4e3b\u8981\u548c\u5927\u5bb6\u5206\u4eab\u4e0e\u589e\u957f\u9ed1\u5ba2\u7b56\u7565\u6709\u5173\u7684\u90e8\u5206\u3002<\/p>\n\n\n\n

    =1=<\/strong><\/h3>\n\n\n\n

    \u83b7\u53d6\u7528\u6237\uff08Acquisition\uff09<\/strong><\/strong><\/strong><\/h3>\n\n\n\n

    \u51e0\u5e74\u524d\uff0c\u4e00\u4e9b\u521b\u4e1a\u516c\u53f8\u4ed7\u7740\u6709\u6295\u8d44\uff0c\u4e0d\u8ba1\u6210\u672c\u70e7\u94b1\u83b7\u5ba2\u3002\u4f46\u968f\u7740\u8d44\u672c\u5e02\u573a\u7684\u964d\u6e29\uff0c\u8d8a\u6765\u8d8a\u591a\u7684\u6295\u8d44\u8005\u548c\u521b\u4e1a\u8005\u56de\u5f52\u7406\u6027\uff0c\u601d\u8003\u6536\u5165\u548c\u6210\u672c\uff0c\u7cbe\u76ca\u5316\u8fd0\u8425\u3002\u6240\u4ee5\uff0c\u5728\u65b0\u7528\u6237\u83b7\u53d6\u8fc7\u7a0b\u4e2d\uff0c\u8981\u8861\u91cf\u6e20\u9053\u7684\u7528\u6237\u83b7\u53d6\u6210\u672c\u548c\u7528\u6237\u7ec8\u8eab\u4ef7\u503c\uff0c\u53ea\u6709\u7528\u6237\u7ec8\u8eab\u4ef7\u503cLTV \uff08Life-time Value\uff09\u5927\u4e8e\u83b7\u5ba2\u6210\u672cCAC\uff0c\u624d\u53ef\u4ee5\u4e0d\u65ad\u6295\u5165\u8d44\u6e90\u83b7\u53d6\u7528\u6237\u3002<\/strong><\/p>\n\n\n\n

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    \u2460 \u8bed\u8a00-\u5e02\u573a\u5339\u914d\uff1a<\/strong>\u4ea7\u54c1\u4f18\u52bf\u7684\u63cf\u8ff0\u6253\u52a8\u76ee\u6807\u7528\u6237\u7684\u7a0b\u5ea6\u3002\u8bbe\u8ba1\u6253\u52a8\u4eba\u5fc3\u7684\u5e7f\u544a\u8bed\u5e76\u8ba9\u6f5c\u5728\u7528\u6237\u4e86\u89e3\u5230\u7684\u7b2c\u4e00\u6761\u6587\u5b57\u5185\u5bb9\u4e2d\u4f20\u8fbe\u6b63\u786e\u4fe1\u606f\u3002\u8bbe\u8ba1\u6253\u52a8\u4eba\u5fc3\u7684\u5e7f\u544a\u8bed\u4e0d\u5bb9\u6613\uff0c\u4f46\u4e4b\u524d\u4ecb\u7ecd\u7684\u589e\u957f\u9ed1\u5ba2\u5b9e\u9a8c\u6d41\u7a0b\u53ef\u4ee5\u901a\u8fc7A\/B\u6d4b\u8bd5\u7684\u65b9\u5f0f\u5e2e\u52a9\u6587\u672c\u4f18\u5316\u3002<\/strong>\u6bd4\u5982\uff0c\u53ef\u4ee5\u8ba9\u8bbe\u8ba1\u6587\u6848\u7684\u5458\u5de5\u5bf9\u6bcf\u5219\u6545\u4e8b\u81f3\u5c11\u64b0\u519910\u4e2a\u4e0d\u540c\u6807\u9898\uff0c\u63a5\u4e0b\u6765\u8d1f\u8d23\u4eba\u6311\u9009\u51e0\u4e2a\u6700\u559c\u6b22\u7684\u6807\u9898\uff0c\u9009\u62e9\u5408\u9002\u7684\u8fdb\u884c\u5c0f\u8303\u56f4\u7684A\/B\u5b9e\u9a8c\uff0c\u9009\u53d6\u5b9e\u9a8c\u6548\u679c\u597d\u7684\u6807\u9898\u516c\u5f00\u53d1\u5e03\u3002<\/p>\n\n\n\n

    \u2461 \u6e20\u9053-\u4ea7\u54c1\u5339\u914d\uff1a<\/strong>\u5206\u6790\u4e0d\u540c\u8425\u9500\u6e20\u9053\u5728\u5411\u76ee\u6807\u7528\u6237\u63a8\u5e7f\u4ea7\u54c1\u65f6\u7684\u6709\u6548\u7a0b\u5ea6\u3002\u8fd9\u70b9\u5c55\u5f00\u8bb2\u4e5f\u53ef\u4ee5\u518d\u5199\u4e00\u7bc7\u6587\u7ae0\u3002\u7b80\u5355\u6765\u8bf4\uff0c\u6e20\u9053\u53ef\u4ee5\u5206\u4e3a\u4ed8\u8d39\u6e20\u9053\uff0c\u6709\u673a\u6e20\u9053\uff0c\u5176\u4ed6\u6e20\u9053\u3002\u4ed8\u8d39\u6e20\u9053\u662f\u6307\u901a\u8fc7\u4ed8\u8d39\u5e7f\u544a\u83b7\u53d6\u7528\u6237\u7684\u6e20\u9053\uff0c\u800c\u6709\u673a\u6e20\u9053\u662f\u6307\u90a3\u4e9b\u4e0d\u9700\u8981\u76f4\u63a5\u82b1\u5e7f\u544a\u8d39\u7528\u7684\u83b7\u5ba2\u6e20\u9053\uff0c\u5305\u62ec\u641c\u7d22\u5f15\u64ce\u4f18\u5316\u3001\u5185\u5bb9\u8425\u9500\u3001\u75c5\u6bd2\u4f20\u64ad\u7b49\u3002<\/p>\n\n\n\n

    \u5982\u4f55\u9009\u62e9\u9002\u5408\u4ea7\u54c1\u7684\u83b7\u5ba2\u6e20\u9053\uff1f<\/strong>\u589e\u957f\u9ed1\u5ba2\u65b9\u6cd5\u4e2d\uff0c\u9009\u6e20\u9053\u7684\u6d41\u7a0b\u4e00\u822c\u5982\u4e0b\u56fe\uff1a<\/p>\n\n\n\n

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

    \u4e0e\u4e4b\u524d\u7684\u6587\u6848\u6d4b\u8bd5\u7c7b\u4f3c\uff0c\u8bb8\u591a\u201c\u4e00\u4e3e\u6210\u529f\u201d\u7684\u83b7\u5ba2\u6848\u4f8b\u6848\u4f8b\u90fd\u9700\u8981\u5927\u91cf\u5b9e\u9a8c\u505a\u94fa\u57ab\u3002\u4f8b\u5982\uff0c\u9886\u82f1\u589e\u957f\u56e2\u961f\u8bbe\u8ba1\u5efa\u8bae\u7528\u6237\u5bf9\u597d\u53cb\u53d1\u51fa\u66f4\u591a\u9080\u8bf7\u3002\u5f00\u59cb\u65f6\u7f51\u7ad9\u4e2d\u7684\u63d0\u793a\u8bed\u5efa\u8bae\u7528\u6237\u9080\u8bf72\u4eba\uff0c\u4f46\u800c\u540e\u5bf9\u4e0e\u9080\u8bf7\u6570\u91cf\u7684\u6d4b\u8bd5\u4e2d\uff0c\u4ed6\u4eec\u53d1\u73b0\uff1a\u9002\u91cf\u589e\u957f\u9080\u8bf7\u7528\u6237\u6570\u63d0\u9192\u65f6\uff0c\u7528\u6237\u4f1a\u7167\u505a\uff0c\u4f46\u9080\u8bf7\u6570\u91cf\u589e\u957f\u52306\u4efd\u65f6\uff0c\u7528\u6237\u53d8\u5f97\u51b7\u6de1\uff0c\u4e0d\u53c2\u4e0e\u9080\u8bf7\u4e86\u3002\u6700\u540e\uff0c\u4ed6\u4eec\u53d1\u73b0\u5efa\u8bae\u7528\u6237\u53d1\u51fa\u7684\u6700\u4f18\u9080\u8bf7\u6570\u91cf\u662f4\u4efd[1]P137-154\u3002<\/p>\n\n\n\n

    =2=<\/strong><\/h3>\n\n\n\n

    \u6fc0\u6d3b\u7528\u6237\uff08Activation\uff09<\/strong><\/strong><\/strong><\/h3>\n\n\n\n

    \u65b0\u7528\u6237\u6fc0\u6d3b\u5305\u542b\u65b0\u7528\u6237\u9996\u6b21\u767b\u5f55\u3001\u5b8c\u6210\u8d26\u53f7\u6ce8\u518c\u548c\u5fc5\u8981\u7684\u8bbe\u7f6e\u5230\u7b2c\u4e00\u6b21\u4f7f\u7528\u4ea7\u54c1\u5173\u952e\u529f\u80fd\u7684\u4e00\u7cfb\u5217\u8fc7\u7a0b\u3002\u6fc0\u6d3b\u7528\u6237\u7684\u6838\u5fc3\u5728\u4e8e\u8ba9\u7528\u6237\u66f4\u5feb\u5730\u4f53\u9a8c\u5230\u201c\u554a\u54c8\u65f6\u523b\uff08Aha moment\uff09\u201d\u3002<\/strong>\u554a\u54c8\u65f6\u523b\u662f\u65b0\u7528\u6237\u7b2c\u4e00\u6b21\u4f53\u4f1a\u5230\u4ea7\u54c1\u7684\u4ef7\u503c\u7684\u65f6\u523b\uff0c\u4ed6\u4eec\u611f\u53d7\u5230\u6ee1\u8db3\u751a\u81f3\u662f\u60ca\u559c\u3002\u4f8b\u5982\uff0c\u793e\u4ea4\u4ea7\u54c1facebook\u7684\u554a\u54c8\u65f6\u523b\u662f\u7528\u6237\u5728\u6bd4\u8f83\u77ed\u7684\u65f6\u95f4\u5185\u52a0\u4e86\u4e00\u4e9b\u597d\u53cb\uff0c\u53ef\u4ee5\u770b\u5230\u670b\u53cb\u53d1\u7684\u72b6\u6001\u3002<\/p>\n\n\n\n

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

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

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

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    =3=<\/strong><\/h3>\n\n\n\n

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

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

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

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

    \u603b\u7ed3<\/h2>\n\n\n\n

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

    \u53c2\u8003\u8d44\u6599\uff1a<\/p>\n\n\n\n