腾讯、头条突袭，百度痛失“宣传地”？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/rn53gc8PntDXiaYUUYo9A1ukPLnI2WYoLMeRiaFXqMUNicaI0E4UiclUfib0VEq3SRHUic4ytruknf2k0XrR6kh6hF3A/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在<span style="color: black;">宣传</span>战场上，百度的对手并不止头条，腾讯或是与其对阵的终极Boss。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/rn53gc8PntAFYPDibHkRHeBZcW01cjxIe54br0EnHiczibOYTIXmI7hQ2CyKcJ18qz8kzHGGd64l7nHg2ibrY3MvbA/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文/韩顼君 亿欧专栏作者</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2019年，李彦宏在内部信中用到“严峻的局面”一词。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">市场进入存量时代，优化<span style="color: black;">商场</span>模式全力拥抱<span style="color: black;">宣传</span>市场<span style="color: black;">成为了</span>百度、腾讯、今日头条的<span style="color: black;">一起</span><span style="color: black;">选取</span>，<span style="color: black;">同期</span><span style="color: black;">她们</span><span style="color: black;">亦</span>在被<span style="color: black;">宣传</span>主<span style="color: black;">选取</span>着。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span>国家市场监督管理总局的数据<span style="color: black;">表示</span>，2018年中国互联网<span style="color: black;">宣传</span>总规模为3694.23亿，增长率24.21%。其中腾讯、今日头条2018年<span style="color: black;">宣传</span>收入分别为581亿、400亿<span style="color: black;">（光大证券估算，下同）</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而<span style="color: black;">宣传</span><span style="color: black;">做为</span>百度核心业务，营收仅819亿元，同比2017财年增长19%，<span style="color: black;">小于</span>互联网<span style="color: black;">宣传</span>市场24.21%平均增长速度，较头条212.5%、腾讯44%的增速差之甚远。而在2019年<span style="color: black;">第1</span>季度，百度再次滑铁卢，网络营销营收177亿元，同比仅增长3%。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">面对头条、腾讯对<span style="color: black;">宣传</span>市场的肆意入侵，安享盛世的百度如同从盛唐进入安史之乱，不得不拿起刀枪杀向战场……</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">成立于2000年，从PC到移动再到万物互联，百度贯穿中国<span style="color: black;">全部</span>互联网<span style="color: black;">宣传</span>发展史。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">跌跌宕宕20年间，百度不是<span style="color: black;">第1</span>次应战，但这一次却可能<span style="color: black;">作为</span>百度最为致命的一仗。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/rn53gc8PntAr7fp8ZtMNLtwUgp5FrSmtALBibT5d1H5JkBC0DJX10S9EzhL1Y851mibxaHq2IwrssQbuWl9pVeIA/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">百度盛唐时代</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">PC互联网时代，<span style="color: black;">宣传</span>是百度天下。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">百度以搜索服务起家，2003年一举超过谷歌，<span style="color: black;">作为</span>中国网民首选搜索引擎。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">彼时，搜索几乎是用户获取信息的<span style="color: black;">独一</span><span style="color: black;">源自</span>。稳坐了搜索头把交椅的百度，以“连接人与信息”为核心战略，将用户与内容<span style="color: black;">供给</span>商和<span style="color: black;">宣传</span>主连接起来，<span style="color: black;">经过</span><span style="color: black;">宣传</span>营销来获得收入，并凭借自己国内搜索引擎龙头的地位强势发力<span style="color: black;">宣传</span>业务，拿下搜索<span style="color: black;">宣传</span><span style="color: black;">行业</span><span style="color: black;">第1</span>宝座。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/rn53gc8PntDXiaYUUYo9A1ukPLnI2WYoLoEodO5QH4AA8ApVSXQwqJfoS3K6EMrvsNaaiba28jgr5wa05Yicu3cfw/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">照片</span><span style="color: black;">源自</span>于易观</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2010年后，百度在<span style="color: black;">宣传</span>市场迎来巅峰时刻。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这一年谷歌中国转战香港，其曾攻占的20%市场随即<span style="color: black;">作为</span>无主之地，各家搜索<span style="color: black;">机构</span>竞相追逐，本已<span style="color: black;">作为</span>领头羊的百度<span style="color: black;">也</span>不放弃任何一丝可能，重拳出击抢占市场。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/rn53gc8PntDXiaYUUYo9A1ukPLnI2WYoLAMcSiatNvQTcLTXibvKQeicQradsOiauAibpfUE1UunIhRadVro6picfF8Ig/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">照片</span><span style="color: black;">源自</span>于艾瑞</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2009年，中国搜索引擎市场规模近70亿人民币，其中：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">易观国际给出的谷歌中国市场份额与百度的市场份额分别是：31.8％，60.8％。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">艾瑞咨询给出的谷歌中国市场份额与百度的市场份额分别是：33.2％，63.1％。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">谷歌的退出让不少中国站长经济<span style="color: black;">情况</span>急转直下。彼时，中国站长<span style="color: black;">重点</span>收入来自于搜索引擎的网盟<span style="color: black;">宣传</span>带来的<span style="color: black;">宣传</span>收入。站长<span style="color: black;">经过</span>在自己网站上悬挂谷歌<span style="color: black;">或</span>百度的<span style="color: black;">宣传</span>，以展示或点击的方式获取收入。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这些网站流量<span style="color: black;">源自</span>于搜索引擎。一个好一点的站长<span style="color: black;">经过</span>关键词自然排名能够让一个网站每日<span style="color: black;">拜访</span>量过万元，由此<span style="color: black;">得到</span>的收入相当可观。在百度和谷歌之间，又<span style="color: black;">因为</span>谷歌的单次点击收入较高，且搜索引擎的技术相对比较稳定，受到站长的一致欢迎。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">谷歌退出，百度接手动作神速，<span style="color: black;">一月</span>内先是到访各地开展“营销中国行”，并盛邀各中小网站站长出席百度联盟峰会，<span style="color: black;">认识</span>百度<span style="color: black;">优良</span>。后为占据搜索营销的制高点，宣布为受众<span style="color: black;">供给</span>一系列的营销工具；并大幅<span style="color: black;">提高</span>网盟推广分成比例，平均<span style="color: black;">加强</span>10%-15%。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/rn53gc8PntDXiaYUUYo9A1ukPLnI2WYoLb31eHP2Gwhg3CSEya40U6ZM76T0M5nHnpHEhAFUm1EDadbQzS6Bia0w/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">照片</span><span style="color: black;">源自</span>于易观</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">为打造差异化，将<span style="color: black;">宣传</span>主<span style="color: black;">绑缚</span>在百度平台上，<span style="color: black;">保准</span>现有<span style="color: black;">宣传</span>主不流失，且能拓展<span style="color: black;">更加多</span>的<span style="color: black;">宣传</span>主，百度从数据入手，免费为<span style="color: black;">宣传</span>客户<span style="color: black;">供给</span>百度统计、百度司南及百度风云榜等增值服务。企业可<span style="color: black;">经过</span>数据，<span style="color: black;">晓得</span><span style="color: black;">自己</span>的定位、市场、消费者在<span style="color: black;">哪里</span>，配上更有针对性的营销<span style="color: black;">办法</span>和手段，达到个性化营销服务，<span style="color: black;">加强</span>用户转化与复购。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2010年Q4百度在搜索市场份额高达75.5%。短短一年时间就吸收了因谷歌退出市场带来的12.4%的市场份额。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">此后，凭借搜索引擎完成流量中心化，百度在互联网搜索<span style="color: black;">宣传</span><span style="color: black;">行业</span>所向披靡。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/rn53gc8PntAr7fp8ZtMNLtwUgp5FrSmtALBibT5d1H5JkBC0DJX10S9EzhL1Y851mibxaHq2IwrssQbuWl9pVeIA/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">百头之乱</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">头条的<span style="color: black;">显现</span>，是百度转折的<span style="color: black;">起始</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">去中心化的移动互联网正在对PC端用户进行分解，在搜索<span style="color: black;">宣传</span>之外，信息流<span style="color: black;">宣传</span>以星火燎原之势轰然袭来。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2011年，中国移动互联网时代来临，用户在移动互联网消耗时长逐年<span style="color: black;">增多</span>，截止2019年3月，中国移动互联网月活用户规模<span style="color: black;">已然</span>接近11亿，国人平均<span style="color: black;">每日</span>在手机<span style="color: black;">运用</span>上花费三小时，<span style="color: black;">况且</span>这个数字仍在以20%的速度<span style="color: black;">持续</span>增长中。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/rn53gc8PntDXiaYUUYo9A1ukPLnI2WYoL6kgYkvqJ1SB3Ew6Unsp6xGic22fpZolh8g1RzQp5MQeOhibBIib5qia9zg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">照片</span><span style="color: black;">源自</span>于易观</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">吸引了用户<span style="color: black;">重视</span>力的互联网移动端<span style="color: black;">亦</span>随之<span style="color: black;">作为</span>发展最快的<span style="color: black;">宣传</span>媒介。<span style="color: black;">同期</span>随着线上信息爆炸，严重的互联网信息生产过剩以及<span style="color: black;">选取</span>困难<span style="color: black;">作为</span>用户当前面临的核心痛点。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此呢</span>在移动互联网时代，能够将各类信息切割成<span style="color: black;">各样</span>碎片化状态，并<span style="color: black;">经过</span>主动推送方式以符合用户碎片化场景<span style="color: black;">需要</span>，<span style="color: black;">作为</span><span style="color: black;">提高</span>信息传递效率，<span style="color: black;">处理</span>用户信息<span style="color: black;">需要</span>痛点的最为有效的方式。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">信息流<span style="color: black;">宣传</span>的<span style="color: black;">显现</span>正是迎合了这一核心痛点，凭借<span style="color: black;">自己</span>原生<span style="color: black;">宣传</span>属性，及上下文所带来的高嵌入度、<span style="color: black;">精细</span>投放、高互动性、高转化率等特征，赢得了广泛的关注和<span style="color: black;">宣传</span>主的<span style="color: black;">喜爱</span>，引领互联网<span style="color: black;">宣传</span>市场。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/rn53gc8PntDXiaYUUYo9A1ukPLnI2WYoLLHmfqELEUjTqKibf4rXUHZ5gkQQOZDZO07Dq3rHyeABVMibqLgNtunXQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">照片</span><span style="color: black;">源自</span>于易观</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span>易观数据，2018年，我国信息流<span style="color: black;">宣传</span>市场规模已达到千亿元规模，约为1070亿元，同比增长73.1%。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这<span style="color: black;">作为</span>头条<span style="color: black;">快速</span>壮大与日后伏击百度的埋笔。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">做为</span><span style="color: black;">新闻</span>平台，今日头条利用<span style="color: black;">举荐</span>算法，实现个人内容获取方式从主动搜索到个性化分发的本质转变，满足用户对信息“好奇感”、“饥饿感”，并在<span style="color: black;">连续</span>信息刷新中给予用户不确定奖赏。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其中，今日头条APP是<span style="color: black;">重点</span>的<span style="color: black;">宣传</span>平台，<span style="color: black;">重点</span>有开机全屏、信息流大图/小图、头条号等投放模式。基于广泛的用户标签进行匹配，今日头条<span style="color: black;">宣传</span><span style="color: black;">揭发</span>率和投放效果高于同业，其平均点击率约为3%~4%，其他<span style="color: black;">资讯</span>类应用仅为1%<span style="color: black;">上下</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2012年今日头条上线仅3个月，用户量突破600万，日活跃用户约100万；随后几年以超过三位数的增长速度，年均新增用户数1亿多，至2018年6月月活跃用户达2.68亿人。换言之，中国每10个人中就有约3个今日头条APP的用户。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span>光大证券估算，今日头条2017年<span style="color: black;">宣传</span>收入128亿，2018年达到400亿，2019年目标800亿，今日头条虽起步较晚，但增长势头强劲，直逼百度。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_png/rn53gc8PntDXiaYUUYo9A1ukPLnI2WYoL0fAuiboCqztUhUuzQKGFtBVyf0aq6cDTRtcS5EORHicFTtjmyoBXzxRQ/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">照片</span><span style="color: black;">源自</span>于艾瑞</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在头条风头正盛的2016年，失了先机的百度不得不花重金重塑百度APP、百度贴吧以及百度浏览器三大<span style="color: black;">制品</span>，加码信息流<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">百度提倡在<span style="color: black;">自己</span><span style="color: black;">优良</span><span style="color: black;">基本</span>上打造“搜索+信息流”双引擎模式，并以AI技术创新驱动用户体验<span style="color: black;">做为</span><span style="color: black;">目的</span>，将信息分发由以搜索为<span style="color: black;">表率</span>的“人找信息”的1.0时代全力转向以<span style="color: black;">新闻</span>、阅读、<span style="color: black;">举荐</span>为<span style="color: black;">表率</span>的“人找信息+信息找人”双向分发2.0时代。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">尽管头条是国内最早入局信息流的企业之一，但百度横行互联网<span style="color: black;">数年</span>，沉淀的用户资源、团队人才、<span style="color: black;">途径</span><span style="color: black;">优良</span>深厚，并非头条短期就能赶超，其信息流业务<span style="color: black;">快速</span>得以推广。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span>艾瑞咨询数据，2018年10月百度APP月独立设备数达到4.7亿，信息流<span style="color: black;">宣传</span>的<span style="color: black;">宣传</span>主数量较头条<span style="color: black;">优良</span><span style="color: black;">显著</span>，且遍布多个行业。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">照片</span><span style="color: black;">源自</span>于艾瑞</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">面对百度将手伸到信息流<span style="color: black;">行业</span>，头条并不打算坐以待毙。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">据36氪<span style="color: black;">报告</span>，头条在2017年就<span style="color: black;">起始</span>孵化搜索业务。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2018年底，前360搜索<span style="color: black;">制品</span>负责人吴凯加入头条，担任搜索业务的负责人，头条搜索业务正式<span style="color: black;">起步</span><span style="color: black;">商场</span>化。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3月，头条“全网搜索”新功能上线，不仅能搜索到今日头条站内的内容，还能<span style="color: black;">表示</span>来自站外的搜索结果，这<span style="color: black;">已然</span>与百度搜索引擎<span style="color: black;">无</span>什么差别。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">将手伸到百度的搜索<span style="color: black;">行业</span>，头条的反击快且猛。随着今日头条推广全网搜索，百头大战进入白热化<span style="color: black;">周期</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><img src="https://mmbiz.qpic.cn/mmbiz_gif/rn53gc8PntAr7fp8ZtMNLtwUgp5FrSmtALBibT5d1H5JkBC0DJX10S9EzhL1Y851mibxaHq2IwrssQbuWl9pVeIA/640?wx_fmt=gif&tp=webp&wxfrom=5&wx_lazy=1" style="width: 50%; margin-bottom: 20px;"></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">终极Boss—腾讯</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">但百度的对手并不止头条，腾讯或是与其对阵的终极Boss。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">回顾一组数据：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2018年，百度<span style="color: black;">宣传</span>业务收入819亿，占百度总收入80%以上；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2018年，今日头条<span style="color: black;">宣传</span>业务收入400亿，占总收入80%；</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2018年，腾讯<span style="color: black;">宣传</span>业务收入581亿，不足<span style="color: black;">机构</span>总收入的19%。其中<span style="color: black;">媒介</span><span style="color: black;">宣传</span>183亿元，而<span style="color: black;">包括</span><span style="color: black;">微X</span>、QQ看点、移动<span style="color: black;">宣传</span>联盟的社交及其他<span style="color: black;">宣传</span>收入仅为398亿元。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以<span style="color: black;">微X</span>用户数为腾讯总用户数计算，腾讯<span style="color: black;">宣传</span>ARPU远<span style="color: black;">小于</span>百度、头条，<span style="color: black;">亦</span><span style="color: black;">小于</span>Facebook亚太区的水平。究其<span style="color: black;">原由</span>，<span style="color: black;">微X</span>中订阅号和服务号<span style="color: black;">宣传</span>价值与粉丝数量、阅读量紧密<span style="color: black;">关联</span>，而<span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span><span style="color: black;">太多</span>投放<span style="color: black;">导致</span>用户反感，因而<span style="color: black;">宣传</span>变现受到多番限制。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">然而，这种限制正在被完全推翻，腾讯积蓄已久等待爆发的“野心”已然浮出水面。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“<span style="color: black;">将来</span>的<span style="color: black;">宣传</span>都将以小程序做落地页。”阿拉丁创始人史文禄对这个观点<span style="color: black;">反常</span><span style="color: black;">保持</span>，<span style="color: black;">乃至</span>冲下场成立了专门对接<span style="color: black;">媒介</span>主与<span style="color: black;">宣传</span>主<span style="color: black;">需要</span>的小程序<span style="color: black;">宣传</span>平台小盟<span style="color: black;">宣传</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">游走于腾讯与小程序创业者之间，所闻所见恐怕是促成史文禄<span style="color: black;">以上</span>观点的直接<span style="color: black;">原由</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">小麦圈打卡决定变现时，其小程序上的注册用户数为50万，日活维持在5-6万。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“<span style="color: black;">咱们</span>最<span style="color: black;">起始</span>的变现方式<span style="color: black;">便是</span>单纯地卖量。”小麦圈打卡负责人并不避讳自家<span style="color: black;">挣钱</span>之道。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">经过</span>熟人介绍来卖量<span style="color: black;">或</span>换量，这是大<span style="color: black;">都数</span><span style="color: black;">媒介</span>主<span style="color: black;">初期</span>变现方式。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在尝到了卖量的甜头，且小麦圈打卡注册用户数突破百万后，在小程序变现上有了<span style="color: black;">更加多</span>的想法，“<span style="color: black;">此刻</span>尝试接入电商、广点通和其他联盟平台”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">另一方面，<span style="color: black;">按照</span>阿拉丁统计，70.2%<span style="color: black;">宣传</span>主认为小程序<span style="color: black;">宣传</span>拉新效果<span style="color: black;">显著</span>，如瀚叶互娱，其<span style="color: black;">宣传</span>推广带来的新用户占所有新用户比例50%以上；52.8%<span style="color: black;">宣传</span>主认为小程序<span style="color: black;">宣传</span>投放ROI能达到预期。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">照片</span><span style="color: black;">源自</span>于阿拉丁</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“不像APP还需要下载，<span style="color: black;">最少</span>成本低一个数量级。点击成本<span style="color: black;">亦</span>非常低，<span style="color: black;">最少</span>用户会点过去看一眼这是什么东西。”步数宝小程序<span style="color: black;">宣传</span>运营负责人<span style="color: black;">暗示</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">做为</span>新的流量池，小程序<span style="color: black;">持续</span>吸引<span style="color: black;">宣传</span>主和<span style="color: black;">媒介</span>主参与进来，为腾讯的<span style="color: black;">商场</span>变现带来更大的价值。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span>阿拉丁统计数据，2018年，百度日活1.6亿，日均用户时长14.5min。小程序日均用户时长则达到13.5min，快速逼近百度，而日活数据已同百度拉开<span style="color: black;">很强</span>距离为2.3亿。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">另外</span>，2018年，<span style="color: black;">微X</span>小程序月活增长超70%，覆盖的行业超200多个。在小程序的所有获客<span style="color: black;">途径</span>中，<span style="color: black;">经过</span><span style="color: black;">宣传</span>投放获取新用户的比例<span style="color: black;">提高</span>了9倍，小程序<span style="color: black;">宣传</span>已然<span style="color: black;">作为</span>重要的获客方式。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按照</span>阿拉丁统计数据，小程序<span style="color: black;">宣传</span>市场规模预计2019年达到200亿，而2022年后则将达到1500亿。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">照片</span><span style="color: black;">源自</span>于阿拉丁</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">小程序<span style="color: black;">宣传</span>市场规模能够快速<span style="color: black;">提高</span><span style="color: black;">背面</span>，是移动效果<span style="color: black;">宣传</span>在<span style="color: black;">昂贵</span>的<span style="color: black;">宣传</span><span style="color: black;">花费</span>下，“没<span style="color: black;">那样</span>好的效果”：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2018年，巨头获客成本陡增至百元以上，部分行业获客成本<span style="color: black;">更加是</span>高得离谱，如金融企业获客成本<span style="color: black;">已然</span>涨到1000—3000元；与此<span style="color: black;">同期</span>，移动效果<span style="color: black;">宣传</span>点击总量同比下降39.1%；移动效果<span style="color: black;">宣传</span>推广激活量则同比下降9.9%。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">移动<span style="color: black;">宣传</span>的过量投放让用户躲无可躲，如避瘟神的<span style="color: black;">熬煎</span>中，对各类APP上五花八门的<span style="color: black;">宣传</span>形式正在形成免疫。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">小程序的本质是为用户搭建获取服务的最短路径，而非单纯的<span style="color: black;">宣传</span>载体，这让腾讯的小程序区别于百度、头条的<span style="color: black;">宣传</span>形式。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">小程序即点即用，让过去“用户—应用商店—下载安装—<span style="color: black;">运用</span>”的服务获取路径，缩短为“用户—<span style="color: black;">微X</span>—服务”，<span style="color: black;">同期</span>借助<span style="color: black;">微X</span>的社交裂变，快速完成传播、分享与<span style="color: black;">运用</span>。<span style="color: black;">针对</span><span style="color: black;">宣传</span>主<span style="color: black;">来讲</span>这是更直接的导流与流量转化。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">同期</span>，小程序实现了轻应用入口集中化，而各个应用<span style="color: black;">背面</span><span style="color: black;">累积</span>的是高价值的用户数据，在<span style="color: black;">微X</span>池中传播、发酵，突破<span style="color: black;">微X</span>原有社交数据，覆盖<span style="color: black;">更加多</span>层次的用户<span style="color: black;">行径</span>数据，<span style="color: black;">加强</span><span style="color: black;">宣传</span><span style="color: black;">精细</span>投放能力，平台<span style="color: black;">宣传</span>价值<span style="color: black;">亦</span>将随之<span style="color: black;">提高</span>，而接下来<span style="color: black;">便是</span>移动APP<span style="color: black;">宣传</span>主向<span style="color: black;">微X</span>小程序投放的转移。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">如同漏斗<span style="color: black;">通常</span>，获取服务是漏斗的最底一层，<span style="color: black;">微X</span>正在重重加码的则是最上层的流量入口。<span style="color: black;">独霸</span>中国11亿用户数据后<span style="color: black;">（这几乎等同于中国所有线上用户数量）</span>，矛头直指线下，以及其少量的<span style="color: black;">微X</span>入口引导<span style="color: black;">研发</span>者以连接线下场景的方式寻找新流量，从而打造<span style="color: black;">微X</span>线上+线下最强流量入口。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>说，以上腾讯所做还只是在与百度大战前的买兵招马，<span style="color: black;">那样</span>小程序搜索的<span style="color: black;">显现</span><span style="color: black;">便是</span><span style="color: black;">微X</span>对百度的鸣锣叫阵。从4.48亿美元战略布局搜狗搜索，到模糊搜索、<span style="color: black;">相关</span>搜索、功能直达、好物圈等在小程序上的上线，野心勃勃的腾讯正在以更细颗粒度的搜索结果，抢占百度移动端搜索流量，攫取搜索<span style="color: black;">宣传</span>巨大价值。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">另一方面，游戏业务的业绩压力下，腾讯<span style="color: black;">亦</span>在加速小程序<span style="color: black;">宣传</span>业务变现。2019年<span style="color: black;">败兴</span>，先是<span style="color: black;">微X</span>公众号<span style="color: black;">文案</span>可自由挂载小程序，紧接着小程序互选<span style="color: black;">宣传</span>上线，而后激励式视频<span style="color: black;">宣传</span>向非游戏类小程序<span style="color: black;">媒介</span>主开放，插屏<span style="color: black;">宣传</span>组件向非游戏类小程序<span style="color: black;">媒介</span>主正式开放，在腾讯举办的<span style="color: black;">有些</span>列会议上<span style="color: black;">亦</span>在频频向小程序<span style="color: black;">宣传</span>服务商抛去橄榄枝……</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><strong style="color: blue;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">尾声</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">早已风满楼的百度，眼前平静又能维持多久呢？</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">本文作者韩顼君，<span style="color: black;">微X</span>hxj285547。欢迎关注B2B/企业服务及产业互联网<span style="color: black;">行业</span>的<span style="color: black;">伴侣</span>添加<span style="color: black;">微X</span>交流。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">本文<span style="color: black;">源自</span>亿欧，经亿欧授权发布，版权归原作者所有。申请<span style="color: black;">文案</span>授权请后台回复“转载”，联系<span style="color: black;">关联</span>运营人员，违规转载法律必究。</span></p>RECOMMEND<span style="color: black;">举荐</span>阅读<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></a></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><a style="color: black;"><span style="color: black;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></span></a></p><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;">
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
回顾历史，我们不难发现：无数先辈用鲜血和生命铺就了中华民族复兴的康庄大道。 感谢您的精彩评论，为我带来了新的思考角度。 哈哈、笑死我了、太搞笑了吧等。
页:
[1]