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如何理解網(wǎng)絡(luò)營(yíng)銷漏斗模型？
時(shí)間：2016-10-19 17:50:39
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原創(chuàng)作者：未知
來(lái)源：互聯(lián)網(wǎng)

         引言：如何理解網(wǎng)絡(luò)營(yíng)銷漏斗模型？了解典型的網(wǎng)絡(luò)營(yíng)銷漏斗模型，有助于從系統(tǒng)的角度理解網(wǎng)絡(luò)營(yíng)銷，更易于找到企業(yè)做網(wǎng)絡(luò)營(yíng)銷潛在的瓶頸和突破機(jī)會(huì)，從而更有效的提升網(wǎng)絡(luò)營(yíng)銷整體業(yè)績(jī)的。

        摘自謝松杰《網(wǎng)站說(shuō)服力-營(yíng)銷型網(wǎng)站建設(shè)策劃》

        網(wǎng)絡(luò)營(yíng)銷簡(jiǎn)單的來(lái)說(shuō)可以理解為：企業(yè)為了實(shí)現(xiàn)營(yíng)銷目的在互聯(lián)網(wǎng)上開展市場(chǎng)營(yíng)銷活動(dòng)。所以網(wǎng)絡(luò)營(yíng)銷的本質(zhì)還是營(yíng)銷，而網(wǎng)絡(luò)只是營(yíng)銷的載體和工具。既然網(wǎng)絡(luò)營(yíng)銷還是營(yíng)銷，那么它就像傳統(tǒng)營(yíng)銷一樣存在一個(gè)營(yíng)銷漏斗的問(wèn)題，下圖是一個(gè)典型的網(wǎng)絡(luò)營(yíng)銷漏斗。

如何理解網(wǎng)絡(luò)營(yíng)銷漏斗模型_典型的網(wǎng)絡(luò)營(yíng)銷漏斗模型

也許你對(duì)漏斗中的“流量”“咨詢”“線索”“訂單”這些概念還不是很清楚，首先我們一起來(lái)認(rèn)識(shí)一下這個(gè)網(wǎng)絡(luò)營(yíng)銷漏斗的概念。

流量：當(dāng)有人訪問(wèn)我們的網(wǎng)站，我們認(rèn)為網(wǎng)站有了“流量”。

咨詢：訪問(wèn)網(wǎng)站的人通過(guò)網(wǎng)站提供的交互功能與我們產(chǎn)生溝通，我稱此為咨詢。常見的咨詢行為有撥打網(wǎng)站上公布的咨詢電話，填寫表單注冊(cè)留言，使用在線即時(shí)溝通工具對(duì)話。

線索：客戶咨詢之后留下聯(lián)系方式，便于后續(xù)進(jìn)一步溝通，我們稱為獲得了一個(gè)銷售線索。

訂單：線索分配給銷售人員，通過(guò)后續(xù)溝通促使客戶下訂單。

從這個(gè)漏斗中，我們可以清晰的看出網(wǎng)絡(luò)訂單是從哪里來(lái)的。簡(jiǎn)單可以理解為：企業(yè)通過(guò)推廣獲得流量，從流量中獲得咨詢，從咨詢中獲得線索，從線索中獲得訂單。但是這個(gè)漏斗中還有一些其他的問(wèn)題需要我們了解。

1、有些網(wǎng)絡(luò)營(yíng)銷活動(dòng)所經(jīng)歷的漏斗環(huán)節(jié)比這個(gè)典型漏斗要簡(jiǎn)單，例如當(dāng)用戶在淘寶、天貓等電商購(gòu)物平臺(tái)購(gòu)買商品時(shí)，常常從流量直接到訂單，跳過(guò)咨詢和線索的環(huán)節(jié)。

2、很多情況下用戶的網(wǎng)絡(luò)購(gòu)買行為之后是分享行為。例如在淘寶天貓上購(gòu)物，用戶在收到和使用商品后，會(huì)發(fā)表評(píng)價(jià)。這些評(píng)價(jià)會(huì)影響后續(xù)用戶的購(gòu)買決策。

3、在營(yíng)銷過(guò)程中用戶從上一個(gè)環(huán)節(jié)進(jìn)入下一個(gè)環(huán)節(jié)都存在一定的比率，這個(gè)比例我們稱之為轉(zhuǎn)化率，每一個(gè)小環(huán)節(jié)都有轉(zhuǎn)化率。通常轉(zhuǎn)化率介于0-1之間。也就是說(shuō)每一個(gè)環(huán)節(jié)都存在一定的流失。實(shí)際情況是能從上個(gè)環(huán)節(jié)順利進(jìn)入下一個(gè)環(huán)節(jié)通常是訪客中的較少的一部分。

4、通常情況下我們討論轉(zhuǎn)化率是指從流量到訂單的轉(zhuǎn)化率，或者是從流量到線索的轉(zhuǎn)化率，甚至是咨詢轉(zhuǎn)化率。具體的是哪一種，要看當(dāng)時(shí)我們是所定義轉(zhuǎn)化目標(biāo)的是什么。

5、網(wǎng)絡(luò)營(yíng)銷工作努力的方向就是不斷提升各個(gè)環(huán)節(jié)的轉(zhuǎn)化率。在保持足有轉(zhuǎn)化率的前提下，加大推廣力度獲得更多流量，以獲得更多的訂單（這里的前提是企業(yè)不存在交付能力的問(wèn)題）。

看到這里，你一定知道做一道網(wǎng)絡(luò)營(yíng)銷的小鮮，大致的步驟了。也能猜出那些做好這道菜的企業(yè)的問(wèn)題可能出現(xiàn)的地方了。

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