Chii chinonzi kukura kwemushandisi?Nzira yekuita sei kukura kwevashandisi?Mobike mushandisi kukura modhi yekuongorora

Iye zvino bhizinesi rinofanira kusangana neimwe yeaya 2 mamiriro:

• 1) Inogona kuita mari mumushandisi wega wega kuvandudza kukosha kwepamusoro (yakakwira LTV, senge zvikwereti zvemari, mitambo mikuru)
• 2) Mutengo wemutengo wekutora mushandisi ungangoita 0 (Yakaderera CAC)

Ichi chinyorwa chichadzidza kubva pane yazvino indasitiri maonero, kudzidza kubva kuUber yekukura timu Ed Baker naAndrew Chen uye ruzivo rwebhizinesi reMobike.

Pasi pechikonzero chekudzivisa kuburitsa pachena chero zvakavanzika zvekutengesa, ongorora uye muchidimbure mushandisi wekukura modhi yeMobike.

Mobike uye OFO nzira dzekutora:

• Iyo QR kodhi yemuviri pamusuwo we subway, chiteshi chebhazi, uye parutivi rwemugwagwa.

Chii chinonzi kukura kwevashandisi (Kukura)?

Kukura kwemushandisi (Kukura) kunoreva kufunga kwemugadziri, kuita Internet chigadzirwa kushambadzira (Marketing).

Kukwikwidza kwakanyanya munguva yeInternet mobile:

1. Kuyerera uye capital ndiwo akakosha.
2. Tekinoroji uye zvigadzirwa zvakaoma kugadzira zvipingamupinyi (sengeAI, VR/AR, blockchain).

Semuenzaniso, shamwari inoshandisa Xu Xiaoping's ngirozi yekudyara sechikuva chekubhadhara hunyanzvi (kuita benchmark Thumbtack):

• Kunyange zvaitwa zvakanaka, maoparesheni ari kuita zvakanaka.
• Nekudaro, inodhura ingangoita zana yuan kuwana vashandisi vanoshanda, saka yakavhara gore rapfuura.

Strategy-based games, mamwe anoda 120 download activations (CPA), apa ndipo apo vanhu vanokwesha misoro yanhasi:

• Shambadziro dzandinoona dzinenge dzese "goridhe-plated" mitambo yenhare (Chu Liuxang, Wanwan Lanyue), kudzidziswa kweChirungu nemotokari dzakamboshandiswa.
• Pasina kunze, inosangana nemamiriro andakataura, vashandisi vanogona kuita mari yakawanda pavanouya, saka unogona kutenga ads nemutengo wakakwirira.

Mienzaniso yemakambani munguva yekubuda (Mobike)

Mobike inotarisa QR kodhi yemutumbi webhasikoro pamusuwo we subway:

• Nedhipoziti ye299 yuan uye akawanda madhipoziti emota imwe, Mobike inogona kuzviita - mutengo pamota <dhipoziti * nhamba yevanhu yekuisa pamotokari.

Nzira Itsva Yekunyoresa Kwemushandisi

shandisazvishandiso zvepamhepoTarisa churn funnel yepeji rega rega.

Mushure mekuzviona zvakajeka, ndakafunga kugura peji rekutungamira, uye ndikakamura matanho mana apfuura ekusimbisa nharembozha, dhipoziti, ID kadhi, uye kukoka kuita matanho matatu.

• Dhizaini yedhipoziti isati yaongororwa kadhi yeID yakanaka kwazvo: kumushandisi, chii kuvanzika mushure mekubhadhara dhipoziti yemazana akati wandei yuan?Saka mwero wekutendeuka wakakwira zvakanyanya.
• Trafiki yekunze ishoma, kurodha kushandura app kwakadzikira, uye shanduko kuWeChat applet inokwira.

Wedzera kuchengetedza uye basa

Yakawana yakanaka yekutenga mutengi modhi (Acquisition), uchishandisa nzira dzakasiyana siyana kuvandudza activation (Activation).

Shandisa chigadzirwa matrix Kuchengeta, Kubatanidzwa uye Referral.

Mature company system

• Pashure pokunge nzira dzose dzokukura dzashandiswa zvisina kufanira, mugumisiro wacho uri kuwedzera kuipa;
• Iyo yeruzhinji mushandisi yekukura nzira inenge yechinyakare uye haisi nyore kushandisa.

ZvinobudiriraPublic account promotionNzira idzi dzese dzinotsvagwa kana kuchengetwa pachivande wega:

• Matimu ane chekuita nekukura kwevashandisi haagone kuvimba nechimwe chete kana maviriWeb Promotiontechnology.
• Pane kudaro, inofanirwa kunge iine nzira inogona kunyatso tsvaga, kusimbisa uye kusimudzira matekinoroji matsva.

Vashandisi veMobike vanokurudzira kutamba

chikamu chekukura

• 1. Kuwana
• 2. Activation
• 3. Kupfimbana
• 4. Kuchengeta
• 5. Kutumirwa

Mutengi Kuwana

• 1. Mubayiro wekurumbidza
• 2. Kunyoresa kunopiwa mubayiro
• 3. Deredza kuramba
• 4. Dzidziso itsva yevashandisi nenhungamiro

Kuchengeta

• 1. Kaviri mubayiro kusunda
• 2. Mabasa
• 3. Reactivation
• 4. Chiitiko chechigadzirwa
• 5. Scoring system
• 6. Ita tsika mukutanga
• 7. Kuvimbika Chirongwa

Active Engagement

• 1. Wedzera mari yaunowana
• 2. Leaderboard
• 3. Kuronga chinangwa

Nzira yekuita sei kubva ku0 kusvika ku1? (tanga)

• Hapana kukura ndiko kutukwa kwekutanga;
• Kana ikasakura, chigadziko chemushandisi chinodzikira, uye zvishoma nezvishoma chinowedzera kusviba.

Mutemo wemakumi maviri nemasere

Munguva yega yega uye chigadzirwa, XNUMX% yetraffic inobva kune imwechete chiteshi.

• XNUMX% yewebhu traffic inobvaSEO, SEO ndeyekuwana iyo yekutsvaga injini yepuratifomu kurudziro.

Paunonyanya kushandisa mutemo wakaipisisa

• kuwana zvinobudirira网络 营销Zviteshi, usagara kumashure uye zorora;
• Mazuva akanaka anongova mwedzi mitatu kusvika kumakore matatu, uye achakurumidza kupera;
• Mitoo mitsva iri kubuda imwe pashure peimwe, uye yakanaka zvechokwadi haishandiswi zvakaipa.

Kutanga hakuna mari, uye nhanho imwe neimwe inofanirwa kupatsanurwa nepakati:

• 1) Kanda mambure akafara, edza nzira dzese dzekuwana vatengi nemutengo wakaderera (kwete kupfuura makumi ezviuru zvemadhora) zvakanyanya sezvinobvira, uye tora iyo inonyanya kushanda yegoridhe pombi parizvino.
• 2) Vhura mapaipi emvura egoridhe kusvika pakakwirira, uye zvakare gadzira mapaipi emvura esirivha akapoterera.
• 3) Dzokorora matanho maviri ari pamusoro apa pombi yemvura yegoridhe isati yashandiswa.

kupeta:

Izvo zviri pamusoro ndizvoChen WeiliangPfupisa maitiro ekuti kukura kwemushandisi kunoitwa sei.

Zvese mune zvese, zvekutanga, edza kuve wakangwarira sezvinobvira kuti uwane matanho makuru matatu echigadzirwa chako kana chirongwa.

Zvadaro, zvishoma nezvishoma kuchinja kune yakakura kambani system.