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時間：2020-05-09 15:40:13
文章發(fā)布：李陽
原創(chuàng)作者：未知
來源：互聯(lián)網(wǎng)

本文作者以互聯(lián)網(wǎng)公司產(chǎn)品運營思路對比傳統(tǒng)企業(yè)的經(jīng)營思路，來講下互聯(lián)網(wǎng)公司和傳統(tǒng)企業(yè)的相同之處。

互聯(lián)網(wǎng)公司和傳統(tǒng)企業(yè)的相似之處-藝源科技

互聯(lián)網(wǎng)公司和傳統(tǒng)企業(yè)一直以來被當(dāng)做兩個派系，雷軍和董小姐的10億賭局，馬云和王健林的電商賭局，都傳遞出一個信息，互聯(lián)網(wǎng)公司和傳統(tǒng)企業(yè)有著巨大的分歧和不同。這個不同帶來的結(jié)果是，傳統(tǒng)企業(yè)想轉(zhuǎn)型做互聯(lián)網(wǎng)，幾乎都折戟沉沙，但有趣的是，互聯(lián)網(wǎng)公司做傳統(tǒng)業(yè)務(wù)，把互聯(lián)網(wǎng)思維帶入傳統(tǒng)企業(yè)，往往能締造出一些傳奇。

我在做了五六年互聯(lián)網(wǎng)運營工作后，去年轉(zhuǎn)型切入傳統(tǒng)業(yè)務(wù)，在傳統(tǒng)企業(yè)摸爬滾打了將近一年多時間，對傳統(tǒng)企業(yè)的經(jīng)營有了一些自己的看法，結(jié)合之前的互聯(lián)網(wǎng)運營推廣經(jīng)驗，覺得其實兩者有不同，但也有很多相同。

這里我以互聯(lián)網(wǎng)公司產(chǎn)品運營思路對比傳統(tǒng)企業(yè)的經(jīng)營思路，來講下兩者的相同之處，由于不論是互聯(lián)網(wǎng)公司或是傳統(tǒng)企業(yè)，都是以服務(wù)用戶為本，所以本篇文章始終圍繞著用戶來講。

相同點一：拉新

任何企業(yè)，不論是互聯(lián)網(wǎng)公司還是傳統(tǒng)企業(yè)都離不開拉新，沒有拉新，都存活不下去，兩者在獲客的需求上是一致的?；ヂ?lián)網(wǎng)運營里面把這叫拉新，傳統(tǒng)企業(yè)叫獲客。叫法不同，我推測主要是用戶量級的區(qū)別導(dǎo)致。

互聯(lián)網(wǎng)動不動百萬千萬上億的用戶，在我做互聯(lián)網(wǎng)運營時，后臺的新增用戶只是一個個數(shù)據(jù)而已。傳統(tǒng)企業(yè)的獲客，背后都是實打?qū)嵉目蛻?，用心跟進(jìn)程度上是完全不同的。

互聯(lián)網(wǎng)運營和傳統(tǒng)企業(yè)的獲客都分為：免費和付費兩種方式。

  • 互聯(lián)網(wǎng)運營的免費獲客指的是自然流量；傳統(tǒng)企業(yè)的免費獲客要看具體行業(yè)了，如果是實體店，自然流量好理解了，是店外的人流，如果是Tob企業(yè)，免費獲客多指的是人脈。

  • 付費獲客，從上個世紀(jì)，到現(xiàn)在，到下個世紀(jì)，應(yīng)該都不會變的，只要花錢，就不愁新客戶。

在互聯(lián)網(wǎng)公司，有獲客成本一說，我在做傳統(tǒng)企業(yè)獲客時，可能是受互聯(lián)網(wǎng)公司的影響，也漸漸的有了獲客成本一說。貌似現(xiàn)在很多傳統(tǒng)企業(yè)都沒有算過獲得一個客戶需要花費多少錢，我聽說有個傳統(tǒng)公司在互聯(lián)網(wǎng)運營的指導(dǎo)下，算了下成本，難怪公司始終沒有盈利，他們一個獲客成本過萬了，ROI為負(fù)，當(dāng)算出這個數(shù)據(jù)時，傳統(tǒng)企業(yè)老板仿佛頓悟了一般，數(shù)據(jù)分析好像是蠻重要。

相同點二：留存

互聯(lián)網(wǎng)公司對用戶的留存率數(shù)據(jù)十分的敏感，用戶留存率直接影響著獲客成本的高低，傳統(tǒng)企業(yè)留存的說法沒有，但是留存的概念是有的。對于實體店面，拉新進(jìn)來的客戶是消費一次后就流失還是不久之后，有上門二次甚至多次消費，都屬于留存的范疇。

互聯(lián)網(wǎng)公司為了提升留存率，會在初始環(huán)節(jié)下大力氣，把前期體驗做的非常棒，來降低流失率。傳統(tǒng)企業(yè)的玩法類似，優(yōu)化門面的裝飾、提升服務(wù)人員的素質(zhì)、還有出其不意的小驚喜，讓用戶感覺舒心，進(jìn)而降低流失率。傳統(tǒng)企業(yè)也要分行業(yè)，像婚紗攝影幾乎不會有二次消費的就另說了。

互聯(lián)網(wǎng)公司會把留存率分為次留、三日留存、七日留存、月留存來做分析。傳統(tǒng)企業(yè)其實心里也想這樣來分析，但實力不允許呀，在數(shù)據(jù)這塊是有缺失的。

隨著5G的到來，這塊在未來會得到解決，現(xiàn)在有的商場已經(jīng)有了智能識別系統(tǒng)，用戶什么時候進(jìn)店、多久進(jìn)一次店，進(jìn)店的走線是怎樣的，通過這些分析出用戶的粘性和需求，比互聯(lián)網(wǎng)公司的留存率分析更高級。

相同點三：付費

付費是所有企業(yè)永恒不變的終極追求，一個企業(yè)如果沒有收入，再懸壺濟(jì)世的理想都不可能實現(xiàn)，只是有些企業(yè)會鋌而走險，賺一些不正當(dāng)?shù)腻X，互聯(lián)網(wǎng)和傳統(tǒng)企業(yè)都有這樣的存在。我們從正規(guī)的付費說起。

互聯(lián)網(wǎng)公司的付費有付費率和付費ARPU一說，用戶基數(shù)大了，付費率穩(wěn)定了，10倍的用戶增長，必然帶來10倍的收益增長。傳統(tǒng)企業(yè)把這不叫付費率，叫成交率，進(jìn)來多少客戶，成交了幾單，算出成交率。另外一個ARPU值，這里變成了客單價，即一個用戶帶來多少收益。根據(jù)傳統(tǒng)企業(yè)的服務(wù)性質(zhì)，可以從幾塊錢到上億不等。

互聯(lián)網(wǎng)公司為了提高付費率和ARPU值，以手游來說，會把高價值的物品打包到一起，折扣賣出，讓用戶有首次付費的行為，刺激用戶后續(xù)的付費。提升ARPU值，沒有太好的辦法，只有挖坑，挖深坑了。傳統(tǒng)企業(yè)的思路很類似，第二份半價，雙十一都是為刺激用戶付費而做的。

相同點四：促活

老用戶一直把互聯(lián)網(wǎng)產(chǎn)品擱著不使用，是個大問題?；ヂ?lián)網(wǎng)公司會有方法來讓用戶活躍下，定時發(fā)個推送，不定時搞個轉(zhuǎn)盤，讓用戶進(jìn)來瞅瞅，用戶進(jìn)來就是錢。傳統(tǒng)企業(yè)不定時的慰問下老用戶，節(jié)假日給大客戶送點禮品，讓他們記得自己，下次有需求了會找過來。

為了提升用戶活躍度互聯(lián)網(wǎng)公司在產(chǎn)品里面加入社區(qū)、社群的玩法，通過內(nèi)容和連接來讓用戶活躍，最開始我做工具類產(chǎn)品時，用戶使用頻次每周一到兩次，加入了新聞功能，每天的定時推送后，用戶使用頻次翻了四五倍。傳統(tǒng)企業(yè)有的也開始玩線下社群，組織一些交流活動，用戶粘性提升的同時，服務(wù)的使用頻次也顯著提升。

促活的本質(zhì)是一樣的，經(jīng)常在用戶面前露臉，互聯(lián)網(wǎng)的圖標(biāo)上加個紅點，懂的人會心一笑。傳統(tǒng)企業(yè)的客服微信，打造客服微信朋友圈，經(jīng)常發(fā)與公司產(chǎn)品有關(guān)的內(nèi)容，讓用戶時常看到自己，也是一個促活的方式。

最后：

以上從拉新、留存、付費和促活四個方面，簡單講述了互聯(lián)網(wǎng)公司和傳統(tǒng)企業(yè)的相同之處，生意的本質(zhì)都是相同的，提供服務(wù)，獲得服務(wù)報酬無外乎如此。不論什么套路和玩法，提供有價值的服務(wù)，賺取應(yīng)得的那份足以。

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