制品活动运营推广策划办法！
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><img src="https://mmbiz.qpic.cn/mmbiz_png/oNfLuzLT26LRicf7iaOu90BCXacEFyvyAqvsM5n7bjPcqCMUfWfWvCS7WibGr2NFkvd3JvldzkQeQZ52YG58KJJhg/640?wx_fmt=png&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">活动是快速拉新、活跃用户的一个很重要的方式，<span style="color: black;">例如</span>：做拉新活动、做付费活动、做活跃活动、做引流活动等等，一场活动<span style="color: black;">倘若</span>做得好，带来的效果不可估量。</span></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;">然则</span><span style="color: black;">咱们</span><span style="color: black;">非常多</span>小伙伴明明策划书写得四平八稳，做起活动来却漏洞百出，bug<span style="color: black;">持续</span>？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">今天大叔就和<span style="color: black;">大众</span>聊一聊完整的<span style="color: black;">制品</span>活动运营推广策划思路是什么样子的，<span style="color: black;">期盼</span><span style="color: black;">针对</span>小伙伴们有所<span style="color: black;">帮忙</span>。</span></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">1、</span>竞品分析</span></strong></span></h2>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;">1、做好定位，<span style="color: black;">选取</span>竞品</strong></span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">通常</span><span style="color: black;">来讲</span>，竞品分析<span style="color: black;">选取</span>两个<span style="color: black;">制品</span>最好，最多三个。<span style="color: black;">那样</span>，<span style="color: black;">咱们</span>该<span style="color: black;">怎样</span>获取竞品呢？</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.到应用宝、应用市场，用关键词搜索<span style="color: black;">查询</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.百度搜索关键词，排名靠前的<span style="color: black;">制品</span>都是竞品</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">还有其他方式，<span style="color: black;">这儿</span>就不赘述了。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;">2、竞品分析，得出结论</strong></span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">一般</span><span style="color: black;">来讲</span>，比较全面的竞品分析要从用户，市场趋势，功能设计，运营推广策略等方面来展开，<span style="color: black;">这儿</span><span style="color: black;">咱们</span>把它细化成以下几个维度：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1.<span style="color: black;">制品</span>功能结构</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2.市场分析</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3.用户分析</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4.<span style="color: black;">需要</span>调研</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5.功能分析</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6.运营分析</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">7.总结</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">重点关注市场分析及运营推广策略。</span></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;">这儿</span>拿一款移动生活APP<span style="color: black;">来讲</span>，运营数据可从下载量、用户数、留存率、转化率、活跃用户数、活跃时长等来进行竞品分析。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">运营及推广策略可从竞品的<span style="color: black;">途径</span>管理来分析，如应用市场投放，移动论坛，市场活动，软文投放，社交化<span style="color: black;">媒介</span>表现等。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;">3、得出结论，制定计划</strong></span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">经过</span>对<span style="color: black;">以上</span>竞品分析，<span style="color: black;">能够</span>大致得出一个比较有市场<span style="color: black;">商场</span>价值的结论，<span style="color: black;">而后</span>跟结论制定一个<span style="color: black;">恰当</span>的APP运营推广<span style="color: black;">方法</span>。</span></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">2、</span><span style="color: black;">制品</span>定位</span></strong></span></h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">将<span style="color: black;">制品</span>定位单独一个篇幅来讨论可见其重要性。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">清晰的<span style="color: black;">制品</span>定位，目标用户群定位是运营推广的基石；<span style="color: black;">目的</span>用户群分析的越透彻，越清晰，<span style="color: black;">针对</span>后期<span style="color: black;">制品</span>推广起关键性助推<span style="color: black;">功效</span>。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;">1、<span style="color: black;">制品</span>定位</strong></span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">一句话清晰描述你的<span style="color: black;">制品</span>，用什么样的<span style="color: black;">制品</span>满足用户<span style="color: black;">或</span>用户市场，<span style="color: black;">例如</span>：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">陌陌：一款基于地理位置的移动社交工具。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">QQ空间：一个异步信息分享和交流的平台，是QQ即时通讯工具的<span style="color: black;">弥补</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">青瓜传媒：分享互联网产品，APP推广运营干货。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;">2、<span style="color: black;">制品</span>核心<span style="color: black;">目的</span></strong></span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">制品</span><span style="color: black;">目的</span><span style="color: black;">常常</span>表现为<span style="color: black;">处理</span><span style="color: black;">目的</span>用户市场一个什么问题，这个问题分析的越透彻，<span style="color: black;">制品</span>核心<span style="color: black;">目的</span>越准确。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">如：360安全卫士<span style="color: black;">处理</span>用户<span style="color: black;">运用</span>电脑的安全问题；<span style="color: black;">微X</span>为用户<span style="color: black;">供给</span>流畅语音沟通的移动应用。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;">3、<span style="color: black;">目的</span>用户定位</strong></span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">通常</span><span style="color: black;">根据</span>年龄段，收入，学历，地区几个维度来定位<span style="color: black;">目的</span>用户群体。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;">4、<span style="color: black;">目的</span>用户特征</strong></span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（1）<strong style="color: blue;">常用用户特征：</strong>年龄，性别，出生日期，收入，职业，居住地，兴趣<span style="color: black;">兴趣</span>，性格特征等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（2）<strong style="color: blue;">用户技能</strong>：<span style="color: black;">熟悉</span>电脑办公，外语能力强。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（3）<strong style="color: blue;">与<span style="color: black;">制品</span><span style="color: black;">关联</span>特征：</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">电子商务类</strong>：购物习惯，消费预算等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">交友类</strong>：<span style="color: black;">是不是</span>单身，择偶标准。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">游戏类</strong>：<span style="color: black;">是不是</span><span style="color: black;">爱好</span>3D游戏，<span style="color: black;">有没有</span>同类型游戏经验。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;">5、用户角色卡片</strong></span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">按照</span><span style="color: black;">目的</span>用户群体围绕目标用户特征<span style="color: black;">创立</span>用户角色卡片。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;">6、用户<span style="color: black;">运用</span>场景</strong></span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户<span style="color: black;">运用</span>场景<span style="color: black;">指的是</span>将<span style="color: black;">目的</span>用户群投放到<span style="color: black;">实质</span>的<span style="color: black;">运用</span>场景中。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">还是以上APP为例，小李看到一款商品，打折870，心动想入手，他用比价APP进行二维码扫描<span style="color: black;">发掘</span>京东售价680，淘宝售价620，APP主动提示<span style="color: black;">意见</span>在淘宝购买。</span></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">3、</span>推广<span style="color: black;">方法</span></span></strong></span></h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">移动互联网行业，创业<span style="color: black;">机构</span>市场则适合多面出击，把能够想到的<span style="color: black;">各样</span>途径方式都去尝试，用最小的投入把品牌效果最大化。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在想到的100种<span style="color: black;">办法</span>里，<span style="color: black;">持续</span>测试出一种最有效的<span style="color: black;">办法</span>，剔除掉其中99个，集中火力把手里的资源集中在一个可能爆发的点上，<span style="color: black;">持续</span>放大，<span style="color: black;">持续</span>分析，等待爆发。</span></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;">最后</span>吸引<span style="color: black;">更加多</span>的注册用户，<span style="color: black;">加强</span>自己的市场份额。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;">1、<span style="color: black;">途径</span>推广</strong></span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">制品</span>运营都离不开推广，要学会从运营中找的问题，总结良好经验，做<span style="color: black;">优秀</span><span style="color: black;">途径</span>，如线上推广，线下推广，积分墙推广等，<span style="color: black;">这儿</span>就不一一介绍了。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;">2、新<span style="color: black;">媒介</span>推广</strong></span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">接下来，<span style="color: black;">博主</span>就重点<span style="color: black;">来讲</span>一下App推广方式中的新<span style="color: black;">媒介</span>推广，<span style="color: black;">详细</span><span style="color: black;">包含</span>以下几个方面：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">（1）内容策划</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">内容策划前需做好受众定位，分析得出核心用户特征。</span></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;">保持</span>原创内容的产出，在内容更新上保持一天三条<span style="color: black;">上下</span>有趣的内容。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">抓住当周或当天的热点跟进。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">创意，还是创意，让你的<span style="color: black;">制品</span>讲故事，拟人化。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">（2）品牌<span style="color: black;">基本</span>推广</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">百科类推广：在百度百科，360百科<span style="color: black;">创立</span>品牌词条。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">问答类推广：在百度<span style="color: black;">晓得</span>，搜搜问答，<span style="color: black;">外链</span>爱问，知乎等网站<span style="color: black;">创立</span>问答。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">（3）<span style="color: black;">博客</span>推广</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">内容</strong>：将<span style="color: black;">制品</span>拟人化，讲故事，定位<span style="color: black;">博客</span>特性，<span style="color: black;">保持</span>原创内容的产出；在<span style="color: black;">博客</span>上抓住当周或当天的热点跟进，保持<span style="color: black;">必定</span>的<span style="color: black;">连续</span>创新力。<span style="color: black;">这儿</span><span style="color: black;">能够</span>参考同行业运营比较成功的<span style="color: black;">博客</span>大号，借鉴<span style="color: black;">她们</span>的经验。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">互动</strong>：关注业内<span style="color: black;">关联</span><span style="color: black;">博客</span>账号，保持互动，<span style="color: black;">加强</span>品牌<span style="color: black;">揭发</span>率。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">活动</strong>：必要时候<span style="color: black;">能够</span>策划活动，<span style="color: black;">博客</span>转发等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">（4）<span style="color: black;">微X</span>推广</strong></span></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;">微X</span>公众号的运营推广需要一<span style="color: black;">按时</span>间沉淀，<span style="color: black;">这儿</span><span style="color: black;">能够</span>参考几步曲：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">内容定位</strong>：结合<span style="color: black;">制品</span>做内容聚合推荐，内容不<span style="color: black;">必定</span>要多，<span style="color: black;">然则</span><span style="color: black;">必定</span>要精并且符合<span style="color: black;">微X</span>号的定位。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">种子用户<span style="color: black;">累积</span></strong>：初期<span style="color: black;">能够</span>给定个KPI指标，500个粉丝一个门槛，种子用户<span style="color: black;">能够</span><span style="color: black;">经过</span>同事好友，合作伙伴<span style="color: black;">举荐</span>，<span style="color: black;">博客</span>引流，官网引流等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">小号<span style="color: black;">累积</span></strong>：开通<span style="color: black;">微X</span>小号，<span style="color: black;">每日</span>导入<span style="color: black;">目的</span>客户群。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">小号导大号</strong>：<span style="color: black;">经过</span>小号的粉丝<span style="color: black;">累积</span><span style="color: black;">举荐</span><span style="color: black;">微X</span>公众号，将粉丝导入到<span style="color: black;">微X</span>公众号。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">微X</span>互推</strong>：当粉丝量达到<span style="color: black;">必定</span>预期后，<span style="color: black;">能够</span>加入<span style="color: black;">有些</span><span style="color: black;">微X</span>互推群。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">（5）事件营销</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">事件营销绝对是个体力活和脑力活，这需要<span style="color: black;">全部</span>团队保持敏锐的市场嗅觉，<span style="color: black;">另外</span>还需要有强大的执行力，<span style="color: black;">协同</span><span style="color: black;">必定</span>的<span style="color: black;">媒介</span>资源，事件才得以在最快的速度推出去。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">事件营销的前提必须是团队成员需要<span style="color: black;">每日</span>接触<span style="color: black;">海量</span><span style="color: black;">鲜嫩</span>的<span style="color: black;">新闻</span>，把这些信息整合，<span style="color: black;">亦</span>需要养成随时记录下一些闪现的灵感创意并和成员们<span style="color: black;">即时</span>分享碰撞。</span></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;">针对</span>能贴上<span style="color: black;">制品</span>的创意点结合点，<span style="color: black;">咱们</span>会马上进行头脑风暴，对事件的始终进行推理，若确定<span style="color: black;">方法</span>可行，<span style="color: black;">那样</span>马上做出与之匹配的传播计划，<span style="color: black;">起始</span>做项目预算并一边准备好<span style="color: black;">途径</span>资源。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">（6）数据分析</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">每周花<span style="color: black;">有些</span>时间去认真分析每一条<span style="color: black;">博客</span>、<span style="color: black;">微X</span>、每一个<span style="color: black;">途径</span><span style="color: black;">背面</span>的数据，你<span style="color: black;">必定</span>会<span style="color: black;">发掘</span>传播度高的内容<span style="color: black;">背面</span>的契合点和<span style="color: black;">相关</span>性，<span style="color: black;">这般</span>非常有利于自己官方<span style="color: black;">博客</span>、<span style="color: black;">微X</span>内容质量的<span style="color: black;">提高</span>，运营起来<span style="color: black;">亦</span>更接地气。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;">3、线下推广</strong></span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">利用宣传经费印制纸质宣传单和<span style="color: black;">各样</span>海报，做宣传。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">介绍海报</strong>：在人流量多且可免费宣传的<span style="color: black;">地区</span>张贴海报宣传。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">宣传单</strong>：与合作商家商议，将宣传单<span style="color: black;">揭发</span>于商家跟用户接触的<span style="color: black;">地区</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">地推卡传单</strong>：制作精美传单，在办公区域相对集中的<span style="color: black;">地区</span>、商场发布传单。</span></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">4、</span>推广预算</span></strong></span></h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">按照</span>以上推广<span style="color: black;">方法</span>对各<span style="color: black;">途径</span>做预算配比，与老板敲定最后的<span style="color: black;">第1</span>期投放预算。</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/oNfLuzLT26Kg5NVhqj3tq35V9ClRxmmrUN7ujV3zoNhpVYxKibTfDiaVUdibS7NJYOhBTXA01aXNTsOTQaBtFHicGw/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">5、</span>制定<span style="color: black;">目的</span></span></strong></span></h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">针对</span>一款APP，大叔觉得由两方面决定关注指标：</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;">1、<span style="color: black;">制品</span>运营<span style="color: black;">周期</span></strong></span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">（1）种子期</strong>：<span style="color: black;">重点</span>目的在于收集用户<span style="color: black;">行径</span>数据，与<span style="color: black;">制品</span>设计时的用户模型做对比，有目的性调优。</span></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;">重点</span>关注数据有：页面路径转化，按钮点击，<span style="color: black;">起步</span>次数，<span style="color: black;">起步</span>时间段，停留时长等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这个<span style="color: black;">周期</span>数据量不求大，但求真实，用户<span style="color: black;">源自</span>的话，<span style="color: black;">能够</span>先做免费<span style="color: black;">途径</span>，<span style="color: black;">倘若</span>能有<span style="color: black;">有些</span>首发资源更好了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">（2）推广期</strong>：<span style="color: black;">重点</span>目的在于扩大影响，吸收用户。</span></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;">重点</span>关注数据有：新增，活跃，留存以及<span style="color: black;">途径</span>数据。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在这个<span style="color: black;">周期</span><span style="color: black;">倘若</span>能够<span style="color: black;">协同</span><span style="color: black;">各样</span>资源多管齐下，用户量能有爆发是最好的了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">（3）营收期：<span style="color: black;">重点</span>目的在于<span style="color: black;">经过</span><span style="color: black;">各样</span>活动运营、增值服务创造营收。</span></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;">重点</span>关注的找数据有：付<span style="color: black;">花费</span>户数、付费金额、付费路径转化、ARPU等。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;">2、<span style="color: black;">制品</span>类型</strong></span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">如社区类，活跃用户和UGC很重要；游戏，在线人数和arpu值是关键，<span style="color: black;">按照</span>APP<span style="color: black;">制品</span>类型及所处运营<span style="color: black;">周期</span>，制定APP数据指标考核表，如下图<span style="color: black;">表示</span>：</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/oNfLuzLT26Kg5NVhqj3tq35V9ClRxmmrZxj4xRSpBUezyj59JQA7J2ibzrhXSEibb1ibKtSzYFK0adpqXQkV1Dv6Q/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;"><span style="color: black;">这儿</span>有一张整理过的图来说明一下吧，很早以前在网上收集的<span style="color: black;">有些</span>数据指标，感觉比较实用，制作<span style="color: black;">方法</span>的时候<span style="color: black;">能够</span>参考。</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/oNfLuzLT26Kg5NVhqj3tq35V9ClRxmmrmUnxZkUPEXvD3KunllicUicloWPxCW8Xfria3HeUs80b02YZs2rDHoHUg/640?wx_fmt=jpeg&tp=webp&wxfrom=5&wx_lazy=1&wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>
<h2 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">6、</span>关于APP数据指标分析</span></strong></span></h2>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">APP的数据指标体系<span style="color: black;">重点</span>分为五个维度，<span style="color: black;">包含</span>用户规模与质量、参与度分析、<span style="color: black;">途径</span>分析、功能分析以用户属性分析。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户规模和质量是APP分析最重要的维度，其指标<span style="color: black;">亦</span>是相对其他维度最多，<span style="color: black;">制品</span>负责人要重点关注这个维度的指标。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;">1、留存用户和留存率</strong></span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">留存用户和留存率<span style="color: black;">一般</span>反映了<span style="color: black;">区别</span>时期<span style="color: black;">得到</span>的用户流失的<span style="color: black;">状况</span>，分析这个结果<span style="color: black;">常常</span>是为了找到用户流失的<span style="color: black;">详细</span><span style="color: black;">原由</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">APP<span style="color: black;">得到</span><span style="color: black;">必定</span>用户以后，刚<span style="color: black;">起始</span>用户会比较多，随着时间的推移会<span style="color: black;">持续</span>有用户流失，留存率随时间推移逐步下降，<span style="color: black;">通常</span>在3-5个月后达到稳定。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">其中阅读<span style="color: black;">新闻</span>、社交沟通、系统工具是留存率最高的三类应用，在4个月以后的留存率稳定在10%<span style="color: black;">上下</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">留存率<span style="color: black;">加强</span>了，才会有<span style="color: black;">更加多</span>的用户留下来，真正<span style="color: black;">运用</span>APP的用户才会越来越多。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">次日留存</strong>：<span style="color: black;">由于</span>都是新用户，<span style="color: black;">因此</span>结合<span style="color: black;">制品</span>的新手引导设计和新用户转化路径来分析用户的流失<span style="color: black;">原由</span>，<span style="color: black;">经过</span><span style="color: black;">持续</span>的修改和<span style="color: black;">调节</span>来降低用户流失，<span style="color: black;">提高</span>次日留存率，<span style="color: black;">一般</span>这个数字<span style="color: black;">倘若</span>达到了40%就<span style="color: black;">暗示</span><span style="color: black;">制品</span>非常优秀了。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">周留存</strong>：在这个时间段里，用户<span style="color: black;">一般</span>会经历一个完整的<span style="color: black;">运用</span>和体验周期，<span style="color: black;">倘若</span>在这个<span style="color: black;">周期</span>用户能够留下来，就有可能<span style="color: black;">作为</span>忠诚度较高的用户。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;">月留存</strong>：<span style="color: black;">一般</span>移动APP的迭代周期为2-4周一个版本，<span style="color: black;">因此</span>月留存是能够反映出一个版本的用户留存<span style="color: black;">状况</span>，一个版本的更新。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">总是会或多或少的影响用户的体验，所以<span style="color: black;">经过</span>比较月留存率能够判断出<span style="color: black;">每一个</span>版本更新<span style="color: black;">是不是</span>对用户有影响。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">途径</span>留存</strong>：<span style="color: black;">由于</span><span style="color: black;">途径</span><span style="color: black;">源自</span>不一，用户质量<span style="color: black;">亦</span>会有差别。</span></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;">因此</span>有必要针对<span style="color: black;">途径</span>用户进行留存率分析，<span style="color: black;">况且</span>排除用户差别的<span style="color: black;">原因</span>以后，再去比较次日，周留存，<span style="color: black;">能够</span>更准确的判断<span style="color: black;">制品</span>上的问题。</span></p>
<h3 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;"><strong style="color: blue;">2、活跃用户</strong></span></h3>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">用户<span style="color: black;">每日</span>既会<span style="color: black;">持续</span>新增，<span style="color: black;">亦</span>会<span style="color: black;">持续</span>流失，<span style="color: black;">倘若</span>单独只看每日活跃用户数，是很难<span style="color: black;">发掘</span>问题的本质的，<span style="color: black;">因此</span><span style="color: black;">一般</span>会结合活跃率和<span style="color: black;">全部</span>APP的生命周期来看。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">活跃率<span style="color: black;">指的是</span>活跃用户/总用户，<span style="color: black;">经过</span>这个比值<span style="color: black;">能够</span><span style="color: black;">认识</span>你的用户的整体活跃度，但随着时间周期的加长，用户活跃率总是在<span style="color: black;">逐步</span>下降的。</span></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;">因此</span>经过一个长生命周期（3个月或半年）的沉淀，用户的活跃率还能稳定保持到5%-10%，则是一个非常好的用户活跃的表现，当然<span style="color: black;">亦</span><span style="color: black;">不可</span>完全套用，得视<span style="color: black;">制品</span>特点来看。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以上。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">若<span style="color: black;">文案</span>对您有<span style="color: black;">帮忙</span>，欢迎分享到<span style="color: black;">伴侣</span>圈</span></strong></span></p>
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