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當(dāng)前位置: 首頁(yè) > 售后 > 藝源智庫(kù)
小程序商城丨你的企業(yè)是否需要一個(gè)小程序?
時(shí)間:2019-01-29 14:44:14
文章發(fā)布:李陽(yáng)
原創(chuàng)作者:未知
來(lái)源:互聯(lián)網(wǎng)

經(jīng)常有朋友找到我,說(shuō):“每個(gè)企業(yè)都在互聯(lián)網(wǎng)+,近期小程序那么火,你是做互聯(lián)網(wǎng)產(chǎn)品設(shè)計(jì)的,跟我說(shuō)說(shuō)我們應(yīng)該怎么開(kāi)發(fā)一個(gè)小程序?”憨厚老實(shí)的我提出了個(gè)疑問(wèn):“現(xiàn)階段你的企業(yè)真的需要自己開(kāi)發(fā)一個(gè)APP/小程序/公眾號(hào)應(yīng)用嗎?”


企業(yè)到底要不要開(kāi)發(fā)自己的應(yīng)用呢?


不同企業(yè)、業(yè)務(wù),答案都不一樣。


我們先來(lái)對(duì)比兩個(gè)公眾號(hào):“羅輯思維”和“廣州供電”。


“羅輯思維”公眾號(hào)


“羅輯思維”是一個(gè)向用戶傳播商業(yè)邏輯知識(shí),以賣(mài)書(shū)或其他情懷商品營(yíng)利的公眾號(hào)。前三年時(shí)間,其通過(guò)公眾號(hào)與用戶建立連接,推送語(yǔ)音和圖文(微信自帶), 組織線下活動(dòng)(通過(guò)第三方工具獲取報(bào)名信息)、賣(mài)商品(第三方的微商城),吸引了幾百萬(wàn)粉絲,每年創(chuàng)造數(shù)億元的收入。在這種業(yè)務(wù)模式下,他們根本不需要投入資金去開(kāi)發(fā)一套自己的APP/應(yīng)用系統(tǒng)。


小程序商城丨你的企業(yè)是否需要一個(gè)小程序?-藝源科技


“廣州供電”公眾號(hào)


而對(duì)于供電局來(lái)說(shuō),那就不是這么回事了。供電局公眾號(hào)的定位更傾向于服務(wù)用戶,用戶在其微信公眾號(hào)/APP上收到其賬單通知,可以查歷史賬單、網(wǎng)上繳電費(fèi)等等。顯然,只是靠在公眾號(hào)上推推文,或者借第三方工具推廣介紹自身業(yè)務(wù)是不能滿足其需求的,他們需要開(kāi)發(fā)一套與其業(yè)務(wù)系統(tǒng)對(duì)接的微信公眾號(hào)應(yīng)用/APP。


如何評(píng)估企業(yè)是否需要自己開(kāi)發(fā)?


“三被”理論出真知


解讀“三被理論”


1、被 需 要 


公眾號(hào)/APP眾多,用戶憑什么關(guān)注你?根本的,是你的公眾號(hào)解決了粉絲的剛需問(wèn)題。


2、被 惦 記 


促活,轉(zhuǎn)化需要建立更多的觸點(diǎn),讓用戶能惦記著這個(gè)號(hào),增加連接時(shí)長(zhǎng),增加轉(zhuǎn)化率。


3、被吸引 


把公眾號(hào)打扮好了,要怎么自身修養(yǎng)來(lái)吸引更多人的眼光呢?因此要形成自己的獨(dú)特魅力,讓粉絲認(rèn)可,粉絲自會(huì)幫你傳播。


評(píng)估方法一:從剛需出發(fā),根據(jù)業(yè)務(wù)交互復(fù)雜程度評(píng)估


企業(yè)的公眾號(hào)/小程序/APP是否能夠讓用戶持續(xù)關(guān)注或使用,基礎(chǔ)的是公眾號(hào)是否能滿足用戶的剛性需求,也就是滿足被用戶需要的條件。我們可大致歸納用戶剛需為如下幾個(gè)方面:


獲取資訊或知識(shí)的需求


娛樂(lè)放松的需求


查詢關(guān)鍵信息的需求


辦理業(yè)務(wù)的需求


衣食住行等方面的交易或購(gòu)物需求


(1)第一類(lèi)需求和第二類(lèi)需求


這兩類(lèi)需求主要是信息傳遞,不需要與有過(guò)多復(fù)雜的交互,基本上通過(guò)微信公眾平臺(tái)的圖文或者第三方的信息發(fā)布功能即可實(shí)現(xiàn)。比如信息發(fā)布可以采用易企秀、瑪卡、兔展等第三方H5制作工具;信息收集可以采用金數(shù)據(jù)、問(wèn)卷星等表單及問(wèn)卷平臺(tái);為了解決用戶這兩個(gè)需求的企業(yè)可以不用自己開(kāi)發(fā)應(yīng)用來(lái)滿足。


參考案例:羅輯思維、虎嗅、金錯(cuò)刀、玩車(chē)教授(解決用戶獲取資訊/知識(shí)需求的公眾號(hào));如同道大叔、嗨小冷(解決用戶娛樂(lè)放松需求)。


(2)第三類(lèi)需求和第四類(lèi)需求


要滿足這兩類(lèi)需求(查詢業(yè)務(wù)信息或業(yè)務(wù)辦理),往往需要與線下各種業(yè)務(wù)系統(tǒng)進(jìn)行數(shù)據(jù)對(duì)接。這類(lèi)就需要專門(mén)開(kāi)發(fā)一套應(yīng)用系統(tǒng),供用戶在業(yè)務(wù)服務(wù)過(guò)程中使用。


參考案例:如南方航空、廣州供電、天河客運(yùn)站、粵北人民醫(yī)院等公眾號(hào),用戶可以在上面進(jìn)行值機(jī)、交電費(fèi)、購(gòu)買(mǎi)汽車(chē)票、就醫(yī)掛號(hào)/報(bào)告查詢,也需要開(kāi)發(fā)專門(mén)的應(yīng)用系統(tǒng)與線下業(yè)務(wù)系統(tǒng)進(jìn)行對(duì)接;


(3)第五類(lèi)需求(購(gòu)物)


第一種情況,線上線下多個(gè)銷(xiāo)售渠道


若企業(yè)有多個(gè)銷(xiāo)售系統(tǒng),企業(yè)則需要自己開(kāi)發(fā)一套與APP/PC商城對(duì)接的系統(tǒng),用戶通過(guò)統(tǒng)一的賬號(hào)在微信公眾號(hào)/小程序/APP/PC網(wǎng)頁(yè)其中一個(gè)端上進(jìn)行購(gòu)物交易,在其他另外兩個(gè)端均可查到同樣的訂單、會(huì)員積分等記錄。如網(wǎng)易嚴(yán)選、京東等公眾號(hào)。


第二種情況,只需要建立微信公眾號(hào)一個(gè)線上銷(xiāo)售渠道


數(shù)據(jù)不需要與其他方對(duì)接,則可以采用第三方的微商城。比如微店等。


評(píng)估方法二:根據(jù)流量和渠道判斷


當(dāng)然,通過(guò)企業(yè)在解決用戶剛需時(shí)的業(yè)務(wù)流程的關(guān)聯(lián)復(fù)雜度來(lái)評(píng)估,只是在業(yè)務(wù)的IT實(shí)現(xiàn)邏輯判斷。我們?cè)诨ヂ?lián)網(wǎng)+的運(yùn)營(yíng)過(guò)程中,除了業(yè)務(wù)功能邏輯能走通這個(gè)基礎(chǔ)點(diǎn)能滿足外,還需要能夠?qū)I(yè)務(wù)運(yùn)營(yíng)起來(lái),讓更多的用戶參與進(jìn)來(lái)使用,并盡可能地建立更多的用戶觸點(diǎn),使用戶留下來(lái),并活躍起來(lái)。


從運(yùn)營(yíng)角度看,流量、渠道、觸點(diǎn)是評(píng)估是否開(kāi)發(fā)自己的應(yīng)用系統(tǒng)的關(guān)鍵。


如果你的業(yè)務(wù)既沒(méi)有線下業(yè)務(wù)導(dǎo)流,又沒(méi)有已建立的粉絲群體,那需要盡可能擴(kuò)寬自己的線上渠道,借助第三方平臺(tái)(活動(dòng)行,互動(dòng)吧等)上的流量,使活動(dòng)盡可能廣泛地傳遞,而不是自己開(kāi)發(fā)一套獨(dú)立的活動(dòng)報(bào)名應(yīng)用系統(tǒng),費(fèi)勁千辛萬(wàn)苦讓用戶到自己的公眾號(hào)/小程序/APP參與。

如果你的企業(yè)已經(jīng)有線下門(mén)店,或者已經(jīng)有一批忠實(shí)的粉絲流量,需要將自己的用戶體系建立起來(lái)管理自己的粉絲,那么,則建議開(kāi)發(fā)一套自己的應(yīng)用系統(tǒng),以方便自己進(jìn)行后續(xù)業(yè)務(wù)的把控和拓展。


評(píng)估方法三:根據(jù)運(yùn)營(yíng)的實(shí)際情況來(lái)評(píng)估


我們?cè)谄髽I(yè)業(yè)務(wù)互聯(lián)網(wǎng)+運(yùn)營(yíng)過(guò)程中,除了主要業(yè)務(wù)的流轉(zhuǎn)之外,還需要建立自己的品牌/文化,以讓用戶認(rèn)可,吸引用戶,同時(shí)也能形成自傳播幫助我們進(jìn)行業(yè)務(wù)推廣。


在實(shí)現(xiàn)用戶被吸引的目標(biāo)的過(guò)程中,我們需要做的主要有幾類(lèi)型的工作:


內(nèi)容吸引用戶:形成有自己風(fēng)格的對(duì)用戶有價(jià)值的圖文、視頻、音頻等內(nèi)容輸出;


給予粉絲福利:如節(jié)日優(yōu)惠、會(huì)員特權(quán)等;


組織粉絲活動(dòng):如制造會(huì)員日、給予粉絲不同的名號(hào)、組織線下會(huì)員活動(dòng);


創(chuàng)造粉絲的認(rèn)同感:組織粉絲社群、增加粉絲間的互動(dòng);


我們通過(guò)實(shí)際的運(yùn)營(yíng)情況,評(píng)估是否需要開(kāi)發(fā)一套自己的應(yīng)用。


如果我們只是需要在線上和線下組織一些抽獎(jiǎng)、線上游戲等活動(dòng),則可以使用第三方的微信公眾號(hào)活動(dòng)插件平臺(tái),如凡科互動(dòng)、開(kāi)心推、兔展等平臺(tái)上的游戲;


需要建立會(huì)員體系,實(shí)現(xiàn)會(huì)員特權(quán)記錄,以及基于自己的會(huì)員體系建立一系列的運(yùn)營(yíng)活動(dòng),那我們就需要開(kāi)發(fā)一套自己的應(yīng)用系統(tǒng)。


評(píng)估方法四:是否有做好開(kāi)發(fā)/購(gòu)買(mǎi)一整套完善應(yīng)用的預(yù)算?


企業(yè)自己開(kāi)發(fā)一套應(yīng)用系統(tǒng)的優(yōu)點(diǎn):


可結(jié)合企業(yè)自身的業(yè)務(wù)進(jìn)行定制。


所有的業(yè)務(wù)數(shù)據(jù)均可掌握,用以業(yè)務(wù)發(fā)展。


而缺點(diǎn)是,需要投入足夠的人力物力費(fèi)用,以及時(shí)間進(jìn)行開(kāi)發(fā)。


若有足夠的投入,企業(yè)自己開(kāi)發(fā)一套自己的應(yīng)用系統(tǒng)當(dāng)然是好的,但如果沒(méi)有足夠的投入,則需要盡可能精簡(jiǎn)互聯(lián)網(wǎng)+運(yùn)營(yíng)中的業(yè)務(wù)支持,盡可能通過(guò)第三方的應(yīng)用實(shí)現(xiàn)企業(yè)的需求。


小程序開(kāi)發(fā)
標(biāo)簽: 小程序
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