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小程序開(kāi)發(fā)丨小程序?qū)ζ髽I(yè)而言，更多的是考慮運(yùn)營(yíng)的價(jià)值
時(shí)間：2019-01-08 10:18:00
文章發(fā)布：李陽(yáng)
原創(chuàng)作者：未知
來(lái)源：互聯(lián)網(wǎng)

小程序對(duì)企業(yè)而言，更多的是考慮運(yùn)營(yíng)的價(jià)值、成本以及競(jìng)爭(zhēng)。


在12.28的公開(kāi)課上，張小龍分享了很多條小程序的關(guān)鍵形態(tài)和規(guī)則，其中的幾點(diǎn)諸如入口支持、場(chǎng)景舉例、功能案例的說(shuō)明，讓小程序有了更具象的描述，也是對(duì)小程序的規(guī)范做了指引。


在關(guān)于為何誕生小程序時(shí)，張小龍對(duì)需求的空白區(qū)做了非常多的闡述。眾觀所提出的各項(xiàng)規(guī)則，小程序的立場(chǎng)是微信生態(tài)和用戶需求，微信不希望這樣、用戶需求是這樣、這不是微信期望的用戶關(guān)系等等。


而那個(gè)沒(méi)有被重點(diǎn)提及的角色，開(kāi)發(fā)者和企業(yè)，也許立場(chǎng)并不太一致。誠(chéng)然，這個(gè)稱為空白的需求和場(chǎng)景是前提，但更現(xiàn)實(shí)的情況是，小程序?qū)ζ髽I(yè)而言，更多的是考慮運(yùn)營(yíng)的價(jià)值、成本以及競(jìng)爭(zhēng)。


小程序開(kāi)發(fā)丨小程序?qū)ζ髽I(yè)而言，更多的是考慮運(yùn)營(yíng)的價(jià)值-藝源科技


為什么要做小程序開(kāi)發(fā)？

就目前而言，沒(méi)有人敢說(shuō)將產(chǎn)品全部押寶在小程序上，其他什么產(chǎn)品形態(tài)都不考慮，或者是不做規(guī)劃，小程序就代表了未來(lái)。


那么無(wú)非有兩類開(kāi)發(fā)需求：


在已有產(chǎn)品的基礎(chǔ)上，通過(guò)小程序拓展新的運(yùn)營(yíng)陣地；

將小程序作為產(chǎn)品嘗試，相對(duì)來(lái)說(shuō)開(kāi)發(fā)和試錯(cuò)成本低。

具體說(shuō)說(shuō)第一種情形。譬如我們做了iOS客戶端，為什么要做Android客戶端？因?yàn)楹芏嘤脩粲玫氖前沧繖C(jī)，需要開(kāi)發(fā)Android客戶端才能覆蓋這類用戶，而同時(shí)，對(duì)于使用iOS客戶端的用戶并不會(huì)產(chǎn)生影響。


同理，考慮做小程序，首先必須是你的產(chǎn)品存在適合小程序的未覆蓋推廣場(chǎng)景，不與現(xiàn)有的渠道產(chǎn)生直接沖突，而非將現(xiàn)有用戶分流，這是本末倒置的問(wèn)題。除非某一天，小程序的變現(xiàn)價(jià)值超過(guò)客戶端。


那么對(duì)于未覆蓋推廣場(chǎng)景的分析，就是決策的關(guān)鍵因素之一，在下一部分的推廣價(jià)值中再重點(diǎn)分析。


顯然，并非所有的產(chǎn)品都可以分離出新的推廣場(chǎng)景，或者即使存在推廣場(chǎng)景，小程序也并非一定是優(yōu)的表達(dá)形式。譬如在候機(jī)室的櫥窗廣告賣年貨，也許二維碼放一個(gè)微店，也同樣便捷。


如何評(píng)估用戶價(jià)值

這是一個(gè)直接的問(wèn)題。我們現(xiàn)在都知道，PC有注冊(cè)用戶成本、APP有下載用戶成本、APP注冊(cè)用戶成本、公眾號(hào)有粉絲成本，在行業(yè)早期，這些成本都相當(dāng)?shù)牡停卜Q紅利，當(dāng)行業(yè)發(fā)展一定時(shí)間，這個(gè)成本都有公允的合理區(qū)間。


那么在據(jù)稱（興許會(huì)出現(xiàn)腦洞大開(kāi)的方式）無(wú)紅利的情況下，新形態(tài)的小程序的用戶如何定義，用戶價(jià)值如何界定合理性？


張小龍稱小程序類似于PC的網(wǎng)站，我們按這個(gè)類比分析下。網(wǎng)站的第一層價(jià)值在于穩(wěn)定且增長(zhǎng)的訪問(wèn)量，訪問(wèn)量的構(gòu)成是持續(xù)的新用戶+留存。


這時(shí)候我們必須明白兩點(diǎn)：


（1）一次性的訪問(wèn)量是沒(méi)有價(jià)值的


如同說(shuō)網(wǎng)站的流量峰值是一個(gè)億，但日均是10萬(wàn)，有很多簡(jiǎn)單的方式可以促成，譬如通過(guò)地推形成的高訪問(wèn)量。只有穩(wěn)定的留存，形成持續(xù)的訪問(wèn)才有價(jià)值。這意味著你的小程序必須具有足夠使用頻次的特性，形成自發(fā)的回訪，才能有效的提升用戶的價(jià)值。


公眾號(hào)的形態(tài)是一致的，所以有公允的5-10%的打開(kāi)率，而不同小程序之間，回訪率也許千差萬(wàn)別。而你的小程序用戶，會(huì)通過(guò)列表產(chǎn)生穩(wěn)定回訪，還是會(huì)通過(guò)現(xiàn)場(chǎng)實(shí)景所設(shè)置的二維碼，就很值得快速驗(yàn)證了。


（2）用戶關(guān)系


小程序不開(kāi)放直接的用戶關(guān)聯(lián)，而是提供消息訂閱模板。 這推翻了我們通常定義的注冊(cè)用戶的價(jià)值（當(dāng)然你也可以嘗試做個(gè)注冊(cè)頁(yè)面）。


所有小程序共用一套微信的賬號(hào)體系（類似于接入快捷登錄），隨著數(shù)據(jù)分析權(quán)限的開(kāi)發(fā)，也可以追蹤用戶的行為。消息訂閱，除了服務(wù)通知之外，設(shè)置得巧妙，也同樣可以用于用戶的喚醒。


更深度的運(yùn)營(yíng)需求，譬如常用的會(huì)員、獎(jiǎng)勵(lì)等手段，則需要更多的權(quán)限，小程序也未必會(huì)開(kāi)放，這與輕量應(yīng)用的目標(biāo)相悖。因此在運(yùn)營(yíng)的操作空間上，也許很有限。


歸納一下，在以訪問(wèn)為基調(diào)的小程序中，如何讓訪問(wèn)變得可持續(xù)，以及巧妙利用基礎(chǔ)權(quán)限建立用戶關(guān)系，也許是重新定義用戶價(jià)值的關(guān)鍵。


新視角看舊場(chǎng)景

曾經(jīng)在講推廣的時(shí)候，很注重說(shuō)推廣與場(chǎng)景的結(jié)合，而小程序所推崇的正是在使用場(chǎng)景下去布點(diǎn)，所需即用。


新場(chǎng)景并非一定是新渠道，也可以是新形式新轉(zhuǎn)化，上面所提到的未覆蓋推廣場(chǎng)景亦是這個(gè)意思。譬如往常做地推或線下櫥窗廣告時(shí)，APP的下載成本極高，而H5的交互形式弱難產(chǎn)生用戶綁定，公眾號(hào)的轉(zhuǎn)化鏈條廠，而小程序的形態(tài)介于其中，有可能帶來(lái)新的轉(zhuǎn)化效果。


如果到具體的產(chǎn)品，還需要考慮自身的產(chǎn)品方向，小程序掃碼只是一次訪問(wèn)，如果你的產(chǎn)品功能不能讓用戶快速產(chǎn)生交互，體驗(yàn)出產(chǎn)品價(jià)值，即使掃碼容易，產(chǎn)生的留存會(huì)非常低。


這是在推廣上要考慮的第一個(gè)問(wèn)題：“新場(chǎng)景”與產(chǎn)品形態(tài)的綜合考慮。


第二個(gè)是推廣競(jìng)爭(zhēng)性問(wèn)題。當(dāng)初“車來(lái)了”做推廣就是在公交站發(fā)傳單，關(guān)注公眾號(hào)使用公交查詢功能。而張小龍演講中提到的掃碼查公交場(chǎng)景，實(shí)際上場(chǎng)景是大體相同的，只是載體不同，小程序的體驗(yàn)也許更優(yōu)一些。


如果稍微深究下案例里的場(chǎng)景，會(huì)發(fā)現(xiàn)小程序與開(kāi)發(fā)者的不同立場(chǎng)。當(dāng)存在競(jìng)品時(shí)，對(duì)于小程序而言，都是掃碼使用，皆繁榮。對(duì)于用戶而言，有碼就掃即可，無(wú)需關(guān)注是誰(shuí)家的小程序。但對(duì)于產(chǎn)品而言，意味著用戶歸屬無(wú)掌控。


換句話說(shuō)，小程序本身無(wú)留存門檻，能否建立競(jìng)爭(zhēng)門檻是個(gè)問(wèn)題。如果極端的情況，今天全國(guó)的公交站二維碼都是你貼的，明天競(jìng)品只需全部覆蓋替換，用戶就會(huì)全部交替，之前的推廣成本可能全部沉沒(méi)。


這是推廣角度第考慮的第二個(gè)問(wèn)題：使用或推廣場(chǎng)景的競(jìng)爭(zhēng)性。


所以其實(shí)發(fā)現(xiàn)，小程序并非帶來(lái)了場(chǎng)景藍(lán)海，其中不少場(chǎng)景都是原先經(jīng)歷過(guò)的。所以，區(qū)別在于：如何來(lái)分離出更適合你的小程序的推廣場(chǎng)景，并對(duì)可能的用戶路徑、流程和競(jìng)爭(zhēng)有理性的預(yù)期？

小程序開(kāi)發(fā)
標(biāo)簽： 小程序
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