國(guo)際經(jing)驗(yan)表明，完善的(de)(de)(de)存(cun)款(kuan)保(bao)(bao)(bao)險(xian)(xian)(xian)制度(du)和有效的(de)(de)(de)及時校(xiao)正措施是(shi)保(bao)(bao)(bao)證金(jin)融(rong)機(ji)(ji)構(gou)(gou)風(feng)險(xian)(xian)(xian)被“早(zao)發現、早(zao)處(chu)(chu)(chu)置”，實現有序退出的(de)(de)(de)重(zhong)要(yao)制度(du)安排(pai)。過去(qu)一(yi)段時間以(yi)(yi)來，主要(yao)國(guo)家和地區都在推進建立健全市場化(hua)的(de)(de)(de)金(jin)融(rong)風(feng)險(xian)(xian)(xian)處(chu)(chu)(chu)置機(ji)(ji)制，過去(qu)部分(fen)采取以(yi)(yi)行(xing)(xing)(xing)政為(wei)主導的(de)(de)(de)風(feng)險(xian)(xian)(xian)處(chu)(chu)(chu)置機(ji)(ji)制的(de)(de)(de)國(guo)家也紛(fen)紛(fen)進行(xing)(xing)(xing)市場化(hua)改革，存(cun)款(kuan)保(bao)(bao)(bao)險(xian)(xian)(xian)已成(cheng)為(wei)各國(guo)重(zhong)要(yao)的(de)(de)(de)市場化(hua)金(jin)融(rong)風(feng)險(xian)(xian)(xian)處(chu)(chu)(chu)置平臺(tai)。2008年(nian)的(de)(de)(de)國(guo)際金(jin)融(rong)危機(ji)(ji)是(shi)對存(cun)款(kuan)保(bao)(bao)(bao)險(xian)(xian)(xian)制度(du)一(yi)次最(zui)好的(de)(de)(de)檢驗(yan)。截至2016年(nian)12月底(di)，美國(guo)在危機(ji)(ji)中有525家銀(yin)(yin)(yin)行(xing)(xing)(xing)倒閉(bi)，但面對危機(ji)(ji)，美國(guo)依靠(kao)其比較成(cheng)熟有效的(de)(de)(de)存(cun)款(kuan)保(bao)(bao)(bao)險(xian)(xian)(xian)平臺(tai)，按照“成(cheng)本(ben)最(zui)小化(hua)”原則，靈(ling)活運用收購承接、過橋銀(yin)(yin)(yin)行(xing)(xing)(xing)等市場化(hua)處(chu)(chu)(chu)置方式，及時化(hua)解了不同(tong)規模銀(yin)(yin)(yin)行(xing)(xing)(xing)的(de)(de)(de)倒閉(bi)風(feng)險(xian)(xian)(xian)，其中包括花旗銀(yin)(yin)(yin)行(xing)(xing)(xing)（Citibank）、華盛頓(dun)互(hu)惠銀(yin)(yin)(yin)行(xing)(xing)(xing)（Washington Mutual）、印地麥克銀(yin)(yin)(yin)行(xing)(xing)(xing)（IndyMac Bank）等大型銀(yin)(yin)(yin)行(xing)(xing)(xing)，還最(zui)大限度(du)地減少(shao)了處(chu)(chu)(chu)置成(cheng)本(ben)，有效維護了公(gong)眾信心和美國(guo)金(jin)融(rong)體(ti)系的(de)(de)(de)穩定(ding)。汲取成(cheng)功經(jing)驗(yan)后，美國(guo)大幅度(du)擴(kuo)展了聯邦(bang)存(cun)款(kuan)保(bao)(bao)(bao)險(xian)(xian)(xian)公(gong)司(si)（FDIC）的(de)(de)(de)處(chu)(chu)(chu)置職(zhi)責范圍，將其延伸至具(ju)有系統(tong)重(zhong)要(yao)性的(de)(de)(de)非銀(yin)(yin)(yin)行(xing)(xing)(xing)金(jin)融(rong)機(ji)(ji)構(gou)(gou)，使存(cun)款(kuan)保(bao)(bao)(bao)險(xian)(xian)(xian)制度(du)成(cheng)為(wei)覆(fu)蓋整個金(jin)融(rong)業的(de)(de)(de)風(feng)險(xian)(xian)(xian)防范和處(chu)(chu)(chu)置制度(du)安排(pai)。

　　 2014年11月，巴塞爾(er)銀(yin)行(xing)監管委員(yuan)會(hui)（BCBS）和國際存(cun)款保險(xian)(xian)(xian)協會(hui)（IADI）最新修訂的(de)《核心原則(ze)》，進(jin)一步確立了(le)(le)存(cun)款保險(xian)(xian)(xian)在市場化風(feng)險(xian)(xian)(xian)處(chu)(chu)置和危(wei)機管理機制中(zhong)的(de)重要地(di)位，強(qiang)化了(le)(le)存(cun)款保險(xian)(xian)(xian)的(de)處(chu)(chu)置權力和危(wei)機應對(dui)能(neng)力。各國普遍(bian)由存(cun)款保險(xian)(xian)(xian)擔任(ren)問(wen)題(ti)(ti)(ti)金(jin)融(rong)機構的(de)處(chu)(chu)置當(dang)局，強(qiang)化了(le)(le)存(cun)款保險(xian)(xian)(xian)的(de)處(chu)(chu)置職能(neng)，豐富了(le)(le)市場化處(chu)(chu)置工(gong)具。金(jin)融(rong)穩定委員(yuan)會(hui)（FSB）中(zhong)共有(you)14個成員(yuan)任(ren)命(ming)存(cun)款保險(xian)(xian)(xian)擔任(ren)問(wen)題(ti)(ti)(ti)銀(yin)行(xing)的(de)接(jie)(jie)管人或清(qing)算人，對(dui)問(wen)題(ti)(ti)(ti)銀(yin)行(xing)進(jin)行(xing)早期干預和處(chu)(chu)置。各國的(de)經驗是，日常監管是監管機構的(de)事，出了(le)(le)問(wen)題(ti)(ti)(ti)則(ze)由存(cun)款保險(xian)(xian)(xian)接(jie)(jie)管處(chu)(chu)置。

　　 國(guo)際(ji)經(jing)驗(yan)也(ye)表明，存款(kuan)(kuan)保(bao)(bao)險(xian)(xian)(xian)不能做單純的(de)(de)出(chu)納(na)或(huo)“付(fu)款(kuan)(kuan)箱”，要(yao)(yao)賦(fu)予(yu)存款(kuan)(kuan)保(bao)(bao)險(xian)(xian)(xian)早(zao)期(qi)糾(jiu)正職(zhi)能，爭取早(zao)發現或(huo)少發生風(feng)險(xian)(xian)(xian)，存款(kuan)(kuan)保(bao)(bao)險(xian)(xian)(xian)與(yu)金(jin)融監(jian)管部(bu)門要(yao)(yao)適當分工，各有側重，共同提升金(jin)融安全網(wang)的(de)(de)整(zheng)體效能。日本存款(kuan)(kuan)保(bao)(bao)險(xian)(xian)(xian)制度從1971年(nian)建立至今已40余年(nian)，先后(hou)經(jing)歷了(le)國(guo)內(nei)經(jing)濟泡沫(mo)破(po)(po)(po)滅、亞洲(zhou)金(jin)融危(wei)機、2008年(nian)全球金(jin)融危(wei)機的(de)(de)多次沖擊和(he)變革，其(qi)中包(bao)括在泡沫(mo)經(jing)濟破(po)(po)(po)滅、銀(yin)行破(po)(po)(po)產(chan)呈蔓延(yan)之(zhi)勢的(de)(de)1996年(nian)實(shi)施(shi)臨時性全額保(bao)(bao)險(xian)(xian)(xian)，2002年(nian)后(hou)逐漸退出(chu)。日本存款(kuan)(kuan)保(bao)(bao)險(xian)(xian)(xian)機構（DICJ）雖然是損(sun)失最(zui)小化(hua)模式，但(dan)由于(yu)受制于(yu)監(jian)管部(bu)門，缺乏早(zao)期(qi)糾(jiu)正職(zhi)能，處(chu)置(zhi)職(zhi)能也(ye)不完善，風(feng)險(xian)(xian)(xian)處(chu)置(zhi)往(wang)往(wang)被(bei)動滯后(hou)、效率低下，造(zao)成(cheng)其(qi)長(chang)達14年(nian)的(de)(de)長(chang)期(qi)赤字(zi)運營。總體來看(kan)，盡管日本形(xing)成(cheng)了(le)以存款(kuan)(kuan)保(bao)(bao)險(xian)(xian)(xian)機構為平臺的(de)(de)銀(yin)行風(feng)險(xian)(xian)(xian)處(chu)置(zhi)體系，但(dan)一直未能建立完善的(de)(de)市場(chang)化(hua)風(feng)險(xian)(xian)(xian)處(chu)置(zhi)機制。

　　 完善金(jin)(jin)融機(ji)(ji)(ji)(ji)構(gou)(gou)市場(chang)化(hua)退出機(ji)(ji)(ji)(ji)制(zhi)，要(yao)(yao)(yao)(yao)充(chong)分發揮(hui)(hui)存(cun)款(kuan)(kuan)保險(xian)平臺的(de)(de)(de)作(zuo)用(yong)。在守(shou)住系統性(xing)(xing)金(jin)(jin)融風(feng)險(xian)底線的(de)(de)(de)基(ji)礎上，按照市場(chang)化(hua)、法治(zhi)化(hua)原則處(chu)(chu)置(zhi)微觀、局部的(de)(de)(de)金(jin)(jin)融風(feng)險(xian)，強化(hua)各方責(ze)任，提(ti)(ti)高(gao)風(feng)險(xian)處(chu)(chu)置(zhi)效率。有效地發揮(hui)(hui)存(cun)款(kuan)(kuan)保險(xian)早期糾(jiu)正(zheng)(zheng)機(ji)(ji)(ji)(ji)制(zhi)的(de)(de)(de)作(zuo)用(yong)，落(luo)實《存(cun)款(kuan)(kuan)保險(xian)條例(li)》“采取早期糾(jiu)正(zheng)(zheng)措施和風(feng)險(xian)處(chu)(chu)置(zhi)措施”的(de)(de)(de)要(yao)(yao)(yao)(yao)求，可以給監(jian)(jian)管部門形(xing)成一(yi)定(ding)(ding)的(de)(de)(de)壓力(li)和制(zhi)衡，促進監(jian)(jian)管質量和效率的(de)(de)(de)提(ti)(ti)升，保證(zheng)及(ji)時校正(zheng)(zheng)監(jian)(jian)管規定(ding)(ding)的(de)(de)(de)嚴格執行。金(jin)(jin)融機(ji)(ji)(ji)(ji)構(gou)(gou)要(yao)(yao)(yao)(yao)打(da)(da)破隱(yin)性(xing)(xing)擔保的(de)(de)(de)預期，實現問題金(jin)(jin)融機(ji)(ji)(ji)(ji)構(gou)(gou)的(de)(de)(de)有序(xu)退出。金(jin)(jin)融產品要(yao)(yao)(yao)(yao)徹(che)底打(da)(da)破剛性(xing)(xing)兌付，資(zi)產管理(li)要(yao)(yao)(yao)(yao)回歸(gui)“受人之托(tuo)、代人理(li)財”的(de)(de)(de)業務本質。同時，加強對投資(zi)者的(de)(de)(de)教(jiao)育，強化(hua)“賣者盡責(ze)、買者自負(fu)”的(de)(de)(de)投資(zi)理(li)念，形(xing)成正(zheng)(zheng)確的(de)(de)(de)市場(chang)紀(ji)律(lv)。

　　三、明(ming)確(que)銀企(qi)關系的金融模式(shi)

　　 從(cong)國(guo)際實(shi)踐(jian)來看(kan)，按照銀(yin)行(xing)與(yu)企(qi)(qi)(qi)業(ye)關(guan)系的(de)(de)親疏遠近，大致(zhi)有(you)兩(liang)種(zhong)金(jin)融(rong)模式(shi)(shi)：以(yi)(yi)美(mei)國(guo)為代(dai)(dai)表的(de)(de)、銀(yin)行(xing)與(yu)企(qi)(qi)(qi)業(ye)保持距離的(de)(de)盎(ang)(ang)格魯(lu)-撒克(ke)遜模式(shi)(shi)，以(yi)(yi)日(ri)(ri)韓為代(dai)(dai)表的(de)(de)、控制導向的(de)(de)日(ri)(ri)韓模式(shi)(shi)。在(zai)盎(ang)(ang)格魯(lu)-撒克(ke)遜模式(shi)(shi)中(zhong)，銀(yin)行(xing)被禁止(zhi)持股企(qi)(qi)(qi)業(ye)，恪守債(zhai)權人(ren)身份(fen)的(de)(de)經(jing)(jing)典定(ding)義：在(zai)企(qi)(qi)(qi)業(ye)正常(chang)經(jing)(jing)營(ying)時(shi)，銀(yin)行(xing)對企(qi)(qi)(qi)業(ye)經(jing)(jing)營(ying)決(jue)策放(fang)手(shou)不管，只有(you)當企(qi)(qi)(qi)業(ye)經(jing)(jing)營(ying)出現問題、危及債(zhai)務償還并可能破產時(shi)，銀(yin)行(xing)才會(hui)試(shi)圖(tu)介入(ru)，介入(ru)手(shou)段與(yu)普通的(de)(de)債(zhai)權人(ren)并無二(er)(er)致(zhi)。銀(yin)行(xing)和企(qi)(qi)(qi)業(ye)相對保持距離，資金(jin)供求雙(shuang)方是(shi)(shi)充分(fen)競爭(zheng)、自由組合的(de)(de)。在(zai)日(ri)(ri)韓模式(shi)(shi)中(zhong)，銀(yin)行(xing)與(yu)企(qi)(qi)(qi)業(ye)建立了包括資金(jin)和人(ren)事在(zai)內(nei)的(de)(de)緊密關(guan)聯：一是(shi)(shi)企(qi)(qi)(qi)業(ye)選定(ding)一家銀(yin)行(xing)作為自己(ji)主(zhu)要(yao)的(de)(de)往來銀(yin)行(xing)，在(zai)這(zhe)家銀(yin)行(xing)開立基(ji)本(ben)賬戶，并主(zhu)要(yao)從(cong)這(zhe)家銀(yin)行(xing)取得貸款。二(er)(er)是(shi)(shi)銀(yin)行(xing)持有(you)企(qi)(qi)(qi)業(ye)的(de)(de)股份(fen)，以(yi)(yi)股東的(de)(de)身份(fen)直(zhi)接參與(yu)企(qi)(qi)(qi)業(ye)公司治理。三是(shi)(shi)銀(yin)行(xing)參與(yu)企(qi)(qi)(qi)業(ye)的(de)(de)財務管理，并就(jiu)此掌握企(qi)(qi)(qi)業(ye)日(ri)(ri)常(chang)經(jing)(jing)營(ying)的(de)(de)信息。四是(shi)(shi)若干家以(yi)(yi)同一銀(yin)行(xing)為“主(zhu)銀(yin)行(xing)”的(de)(de)企(qi)(qi)(qi)業(ye)，常(chang)常(chang)以(yi)(yi)該銀(yin)行(xing)為中(zhong)心，形成企(qi)(qi)(qi)業(ye)集團(tuan)。

　　 表面(mian)上看，銀(yin)(yin)企(qi)(qi)關(guan)(guan)系(xi)的(de)(de)(de)(de)不(bu)同(tong)模式體(ti)(ti)現的(de)(de)(de)(de)是(shi)控制權(quan)(quan)的(de)(de)(de)(de)差異，而(er)本質上則(ze)是(shi)信息(xi)(xi)權(quan)(quan)的(de)(de)(de)(de)差異，與該(gai)國(guo)股權(quan)(quan)融資(zi)發達(da)程度(du)、市場(chang)競(jing)爭程度(du)、法律體(ti)(ti)系(xi)、金(jin)融業(ye)綜合經營程度(du)等(deng)相(xiang)關(guan)(guan)因素(su)相(xiang)適應。比如，美國(guo)資(zi)本市場(chang)高度(du)發達(da)，外部(bu)(bu)股東主(zhu)動核實企(qi)(qi)業(ye)信息(xi)(xi)并構成有效監督(du)，是(shi)防范并承擔(dan)風(feng)險的(de)(de)(de)(de)第(di)一(yi)道防線(xian)，因此銀(yin)(yin)行作為償還(huan)優(you)先級(ji)較(jiao)高的(de)(de)(de)(de)債權(quan)(quan)人，獨立(li)核實企(qi)(qi)業(ye)信息(xi)(xi)的(de)(de)(de)(de)必要(yao)性不(bu)大，主(zhu)動介入并控制企(qi)(qi)業(ye)的(de)(de)(de)(de)主(zhu)觀意愿相(xiang)對(dui)較(jiao)弱(ruo)。同(tong)時(shi)，在高度(du)競(jing)爭的(de)(de)(de)(de)金(jin)融市場(chang)中(zhong)，無論(lun)銀(yin)(yin)行還(huan)是(shi)企(qi)(qi)業(ye)都可(ke)自由選擇合作伙伴(ban)、“用腳投票(piao)”，金(jin)融機構想掌握企(qi)(qi)業(ye)控制權(quan)(quan)亦不(bu)具備客觀條件。而(er)在日(ri)本，由于(yu)金(jin)融市場(chang)的(de)(de)(de)(de)外部(bu)(bu)約束較(jiao)

　　作為運營人，除了要對以上(shang)業務數(shu)(shu)據(ju)(ju)整體概況(kuang)的了解外，還需要在每(mei)一個(ge)項(xiang)目(mu)每(mei)一個(ge)策略中時刻(ke)利用(yong)數(shu)(shu)據(ju)(ju)思(si)維，憑數(shu)(shu)據(ju)(ju)總(zong)結經驗(yan)，憑經驗(yan)在指導項(xiang)目(mu)數(shu)(shu)據(ju)(ju)。培養數(shu)(shu)據(ju)(ju)思(si)維，從每(mei)天的各(ge)種數(shu)(shu)據(ju)(ju)報表開始！

　　每(mei)一位運(yun)營人應(ying)該都有這樣的感受，每(mei)天到公(gong)司(si)的第一件事必然是看數(shu)(shu)(shu)據。與(yu)產品提需(xu)求會被挑(tiao)戰提供預(yu)估收(shou)益數(shu)(shu)(shu)據，與(yu)技術(shu)提Bug被會要求提供具體數(shu)(shu)(shu)據記錄，與(yu)合作方(fang)談(tan)資源(yuan)需(xu)要提供參考資源(yuan)位曝光數(shu)(shu)(shu)據，最難的是與(yu)老板開周會和(he)月會，不僅(jin)要產出一份(fen)全方(fang)位覆(fu)蓋業(ye)務(wu)情況(kuang)的數(shu)(shu)(shu)據周報(bao)(bao)或(huo)月報(bao)(bao)，還需(xu)要能夠當場完美回(hui)答(da)來自(zi)老板對數(shu)(shu)(shu)據提出的每(mei)一個疑(yi)問。

　　沒錯，運(yun)營是一個對(dui)數(shu)(shu)據(ju)意識要求(qiu)很(hen)高的崗(gang)位，大到千萬元的補貼(tie)預算，小到幾角錢的優惠券(quan)，還有日常業(ye)務數(shu)(shu)據(ju)的千分之一的變化，都需要你對(dui)數(shu)(shu)據(ju)足夠敏感，對(dui)業(ye)務足夠熟悉。

　　那么，作為(wei)一個運營(ying)人，如何才(cai)能培養自己的(de)(de)數據(ju)思(si)維，以(yi)及在(zai)面(mian)對不同的(de)(de)業務時，如何快速掌握核心數據(ju)來指導制(zhi)定(ding)運營(ying)策(ce)略呢？

　　當然，不同(tong)的業務關注的數據(ju)維度肯(ken)定不同(tong)，根據(ju)商業變現(xian)方式可將移動互聯網產品的業務模式基本(ben)可歸類(lei)(lei)(lei)為售(shou)賣商品或服(fu)務的訂單類(lei)(lei)(lei)、廣(guang)告曝(pu)光的流(liu)量變現(xian)類(lei)(lei)(lei)、免費使用加會員(yuan)特權增(zeng)值(zhi)服(fu)務類(lei)(lei)(lei)，其中增(zeng)值(zhi)服(fu)務是(shi)把(ba)好(hao)的服(fu)務打包成特權售(shou)賣，與第一種模式類(lei)(lei)(lei)似。下面，我們(men)就從(cong)訂單類(lei)(lei)(lei)和流(liu)量變現(xian)類(lei)(lei)(lei)分(fen)析下都有哪些核心的數據(ju)指標？

　　一、訂單類首(shou)先，我們先模擬(ni)一個用戶打開產品到完成業務流程的核心步(bu)驟(zou)有以下四步(bu)：

　　1、用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)自然特(te)征(zheng)，即(ji)(ji)我(wo)們常(chang)(chang)(chang)說(shuo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)畫像，如性(xing)(xing)(xing)別(bie)，年齡，地域(yu)，職業(ye)(ye)(ye)，教育水平(ping)(ping)，星座(zuo)，興趣愛好(hao)等；用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)生(sheng)命周期特(te)征(zheng)，與(yu)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)消(xiao)(xiao)(xiao)費(fei)(fei)總單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)數(shu)(shu)(shu)相關(guan)(guan)，如初級(ji)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)、成(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)長用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)和(he)(he)(he)(he)成(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)熟用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)構成(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)占(zhan)比分(fen)別(bie)是(shi)(shi)(shi)(shi)(shi)多(duo)少(shao)；用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)活(huo)(huo)躍(yue)(yue)度(du)特(te)征(zheng)，與(yu)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)最(zui)(zui)(zui)(zui)(zui)近一(yi)(yi)次消(xiao)(xiao)(xiao)費(fei)(fei)時(shi)(shi)間相關(guan)(guan)，如高(gao)活(huo)(huo)、中活(huo)(huo)、低(di)活(huo)(huo)等活(huo)(huo)躍(yue)(yue)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，最(zui)(zui)(zui)(zui)(zui)新流(liu)失，歷史流(liu)失等流(liu)失用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)；用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)消(xiao)(xiao)(xiao)費(fei)(fei)特(te)征(zheng)，即(ji)(ji)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)消(xiao)(xiao)(xiao)費(fei)(fei)頻(pin)次、消(xiao)(xiao)(xiao)費(fei)(fei)品(pin)(pin)(pin)(pin)類(lei)(lei)(lei)喜(xi)好(hao)、消(xiao)(xiao)(xiao)費(fei)(fei)時(shi)(shi)段、消(xiao)(xiao)(xiao)費(fei)(fei)城市(shi)(shi)，消(xiao)(xiao)(xiao)費(fei)(fei)地點，消(xiao)(xiao)(xiao)費(fei)(fei)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)券(quan)率(lv)(lv)等消(xiao)(xiao)(xiao)費(fei)(fei)習慣；2、流(liu)量(liang)(liang)(liang)訪問(wen)人(ren)(ren)(ren)數(shu)(shu)(shu)，即(ji)(ji)各級(ji)頁(ye)面(mian)(mian)(mian)(mian)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)PV和(he)(he)(he)(he)UV，首頁(ye)訪問(wen)人(ren)(ren)(ren)數(shu)(shu)(shu)DAU，運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)(ying)主(zhu)要(yao)(yao)查看(kan)各級(ji)頁(ye)面(mian)(mian)(mian)(mian)轉(zhuan)化(hua)率(lv)(lv)來(lai)(lai)(lai)(lai)(lai)探尋(xun)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)行為(wei)軌(gui)跡(ji)以及(ji)(ji)產(chan)品(pin)(pin)(pin)(pin)表現是(shi)(shi)(shi)(shi)(shi)否(fou)(fou)正常(chang)(chang)(chang)，訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)類(lei)(lei)(lei)產(chan)品(pin)(pin)(pin)(pin)需(xu)(xu)(xu)(xu)要(yao)(yao)根(gen)據流(liu)量(liang)(liang)(liang)和(he)(he)(he)(he)流(liu)量(liang)(liang)(liang)轉(zhuan)化(hua)率(lv)(lv)估(gu)算(suan)(suan)(suan)(suan)(suan)日(ri)訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)數(shu)(shu)(shu)，同時(shi)(shi)區(qu)分(fen)新老用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)查看(kan)流(liu)量(liang)(liang)(liang)結(jie)構是(shi)(shi)(shi)(shi)(shi)否(fou)(fou)均衡(heng)，產(chan)品(pin)(pin)(pin)(pin)發(fa)(fa)(fa)展(zhan)(zhan)是(shi)(shi)(shi)(shi)(shi)否(fou)(fou)健康。訪問(wen)深度(du)，即(ji)(ji)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)訪問(wen)到(dao)哪(na)(na)一(yi)(yi)級(ji)頁(ye)面(mian)(mian)(mian)(mian)流(liu)失率(lv)(lv)高(gao)，例(li)如，進入(ru)首頁(ye)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)70%流(liu)量(liang)(liang)(liang)都沒有(you)再進入(ru)二級(ji)頁(ye)面(mian)(mian)(mian)(mian)就(jiu)跳(tiao)出了，那么一(yi)(yi)方(fang)面(mian)(mian)(mian)(mian)運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)(ying)需(xu)(xu)(xu)(xu)要(yao)(yao)考(kao)慮(lv)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)是(shi)(shi)(shi)(shi)(shi)拉進來(lai)(lai)(lai)(lai)(lai)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)流(liu)量(liang)(liang)(liang)是(shi)(shi)(shi)(shi)(shi)否(fou)(fou)不(bu)(bu)(bu)夠精(jing)(jing)準用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)沒有(you)需(xu)(xu)(xu)(xu)求，另一(yi)(yi)方(fang)面(mian)(mian)(mian)(mian)運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)(ying)需(xu)(xu)(xu)(xu)要(yao)(yao)思考(kao)首頁(ye)UI設(she)計和(he)(he)(he)(he)交(jiao)互是(shi)(shi)(shi)(shi)(shi)否(fou)(fou)合(he)理，以及(ji)(ji)是(shi)(shi)(shi)(shi)(shi)否(fou)(fou)可(ke)(ke)(ke)(ke)(ke)以做一(yi)(yi)些(xie)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)感興趣的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)活(huo)(huo)動(dong)(dong)(dong)留(liu)住用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，提(ti)升用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)登錄比例(li)。訪問(wen)頻(pin)次，模擬用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)下(xia)(xia)(xia)(xia)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)前的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)操作(zuo)(zuo)行為(wei)，并尋(xun)找可(ke)(ke)(ke)(ke)(ke)以提(ti)升決(jue)策和(he)(he)(he)(he)轉(zhuan)化(hua)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)地方(fang)，如果一(yi)(yi)群用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)下(xia)(xia)(xia)(xia)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)前來(lai)(lai)(lai)(lai)(lai)訪多(duo)次，下(xia)(xia)(xia)(xia)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)成(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)功后取(qu)(qu)消(xiao)(xiao)(xiao)并再次下(xia)(xia)(xia)(xia)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)，我(wo)能想到(dao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)是(shi)(shi)(shi)(shi)(shi)運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)(ying)可(ke)(ke)(ke)(ke)(ke)以通(tong)過(guo)觸發(fa)(fa)(fa)短信(xin)(xin)和(he)(he)(he)(he)券(quan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)機(ji)制去給(gei)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)一(yi)(yi)個沖動(dong)(dong)(dong)消(xiao)(xiao)(xiao)費(fei)(fei)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)刺(ci)激，從經驗(yan)來(lai)(lai)(lai)(lai)(lai)看(kan)，針對(dui)(dui)下(xia)(xia)(xia)(xia)過(guo)訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)又取(qu)(qu)消(xiao)(xiao)(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)精(jing)(jing)準營(ying)(ying)(ying)(ying)銷(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)效果非常(chang)(chang)(chang)好(hao)，同時(shi)(shi)也(ye)需(xu)(xu)(xu)(xu)要(yao)(yao)從產(chan)品(pin)(pin)(pin)(pin)層面(mian)(mian)(mian)(mian)尋(xun)找問(wen)題，給(gei)到(dao)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)最(zui)(zui)(zui)(zui)(zui)流(liu)暢(chang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)引(yin)導完成(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)下(xia)(xia)(xia)(xia)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)體(ti)驗(yan)，特(te)別(bie)是(shi)(shi)(shi)(shi)(shi)在(zai)支(zhi)付(fu)(fu)環節用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)容易(yi)流(liu)失，可(ke)(ke)(ke)(ke)(ke)考(kao)慮(lv)提(ti)供便捷的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)支(zhi)付(fu)(fu)方(fang)式(shi)，避免流(liu)暢(chang)冗雜(za)中斷下(xia)(xia)(xia)(xia)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)流(liu)程。流(liu)量(liang)(liang)(liang)來(lai)(lai)(lai)(lai)(lai)源，運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)(ying)需(xu)(xu)(xu)(xu)要(yao)(yao)關(guan)(guan)注(zhu)(zhu)日(ri)常(chang)(chang)(chang)流(liu)量(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)來(lai)(lai)(lai)(lai)(lai)源以及(ji)(ji)是(shi)(shi)(shi)(shi)(shi)否(fou)(fou)有(you)異常(chang)(chang)(chang)情況，正如新用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)來(lai)(lai)(lai)(lai)(lai)源渠(qu)(qu)道(dao)(dao)(dao)一(yi)(yi)樣(yang)，流(liu)量(liang)(liang)(liang)構成(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)分(fen)析(xi)能夠幫助我(wo)們分(fen)析(xi)哪(na)(na)些(xie)渠(qu)(qu)道(dao)(dao)(dao)比較(jiao)(jiao)優(you)質能帶來(lai)(lai)(lai)(lai)(lai)更(geng)多(duo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)和(he)(he)(he)(he)訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)轉(zhuan)化(hua)，同時(shi)(shi)追蹤流(liu)量(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)來(lai)(lai)(lai)(lai)(lai)源的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)好(hao)處是(shi)(shi)(shi)(shi)(shi)可(ke)(ke)(ke)(ke)(ke)區(qu)分(fen)運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)(ying)活(huo)(huo)動(dong)(dong)(dong)或(huo)品(pin)(pin)(pin)(pin)牌推廣、商(shang)務(wu)合(he)作(zuo)(zuo)等運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)(ying)動(dong)(dong)(dong)作(zuo)(zuo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)效果。運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)(ying)不(bu)(bu)(bu)能僅(jin)(jin)僅(jin)(jin)看(kan)獨立的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)項目效果，最(zui)(zui)(zui)(zui)(zui)好(hao)可(ke)(ke)(ke)(ke)(ke)以根(gen)據月度(du)運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)(ying)日(ri)歷分(fen)析(xi)當(dang)周或(huo)者當(dang)周的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)流(liu)量(liang)(liang)(liang)和(he)(he)(he)(he)訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)都來(lai)(lai)(lai)(lai)(lai)源于哪(na)(na)些(xie)效果好(hao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)(ying)項目，以此(ci)(ci)建立起對(dui)(dui)運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)(ying)方(fang)式(shi)方(fang)法的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)判斷和(he)(he)(he)(he)對(dui)(dui)整(zheng)體(ti)業(ye)(ye)(ye)務(wu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)把控。3、訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)數(shu)(shu)(shu)，日(ri)/周/月訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)數(shu)(shu)(shu)是(shi)(shi)(shi)(shi)(shi)此(ci)(ci)類(lei)(lei)(lei)產(chan)品(pin)(pin)(pin)(pin)最(zui)(zui)(zui)(zui)(zui)關(guan)(guan)注(zhu)(zhu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)指(zhi)(zhi)(zhi)標(biao)(biao)，圍繞訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)通(tong)常(chang)(chang)(chang)都有(you)一(yi)(yi)個詳細的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)報表，反映(ying)了下(xia)(xia)(xia)(xia)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)數(shu)(shu)(shu)、下(xia)(xia)(xia)(xia)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)人(ren)(ren)(ren)數(shu)(shu)(shu)、成(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)數(shu)(shu)(shu)、成(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)人(ren)(ren)(ren)數(shu)(shu)(shu)、人(ren)(ren)(ren)均成(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)數(shu)(shu)(shu)、取(qu)(qu)消(xiao)(xiao)(xiao)訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)數(shu)(shu)(shu)、用(yong)(yong)(yong)(yong)(yong)(yong)(yong)券(quan)訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)數(shu)(shu)(shu)、活(huo)(huo)動(dong)(dong)(dong)訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)數(shu)(shu)(shu)，除了基礎的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)情況，我(wo)們還需(xu)(xu)(xu)(xu)要(yao)(yao)根(gen)據影響訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)因素和(he)(he)(he)(he)增(zeng)長趨勢(shi)預(yu)估(gu)未(wei)(wei)來(lai)(lai)(lai)(lai)(lai)訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)數(shu)(shu)(shu)，日(ri)均訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)峰值，根(gen)據訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)匹配(pei)相應的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)商(shang)品(pin)(pin)(pin)(pin)和(he)(he)(he)(he)服(fu)務(wu)供給(gei)，保證用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)良好(hao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)體(ti)驗(yan)，不(bu)(bu)(bu)同品(pin)(pin)(pin)(pin)類(lei)(lei)(lei)、用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)屬性(xing)(xing)(xing)、訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)屬性(xing)(xing)(xing)維度(du)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)統計也(ye)必(bi)不(bu)(bu)(bu)可(ke)(ke)(ke)(ke)(ke)少(shao)，均需(xu)(xu)(xu)(xu)要(yao)(yao)定期復盤(pan)來(lai)(lai)(lai)(lai)(lai)查看(kan)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)需(xu)(xu)(xu)(xu)求趨勢(shi)以及(ji)(ji)業(ye)(ye)(ye)務(wu)發(fa)(fa)(fa)展(zhan)(zhan)是(shi)(shi)(shi)(shi)(shi)否(fou)(fou)良好(hao)。渠(qu)(qu)道(dao)(dao)(dao)占(zhan)比，很多(duo)產(chan)品(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)下(xia)(xia)(xia)(xia)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)渠(qu)(qu)道(dao)(dao)(dao)不(bu)(bu)(bu)僅(jin)(jin)限于APP，公眾號菜單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)欄(lan)M站(zhan)下(xia)(xia)(xia)(xia)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)，微信(xin)(xin)錢包和(he)(he)(he)(he)手機(ji)QQ、支(zhi)付(fu)(fu)寶等入(ru)口，網店鋪設(she)在(zai)多(duo)家電(dian)商(shang)平(ping)(ping)臺(tai)(tai)上(shang)(shang)，未(wei)(wei)來(lai)(lai)(lai)(lai)(lai)微信(xin)(xin)小(xiao)程序(xu)也(ye)會(hui)成(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)為(wei)輕量(liang)(liang)(liang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)入(ru)口吸引(yin)大(da)(da)部(bu)分(fen)重(zhong)度(du)微信(xin)(xin)依(yi)賴用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)，各開放(fang)平(ping)(ping)臺(tai)(tai)接入(ru)第(di)三方(fang)服(fu)務(wu)，整(zheng)合(he)多(duo)家服(fu)務(wu)形成(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)類(lei)(lei)(lei)似Hao123這樣(yang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)流(liu)量(liang)(liang)(liang)分(fen)發(fa)(fa)(fa)入(ru)口，移動(dong)(dong)(dong)互聯(lian)網時(shi)(shi)代(dai)，微信(xin)(xin)很大(da)(da)程度(du)上(shang)(shang)承擔了PC時(shi)(shi)代(dai)瀏覽(lan)器的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)功能。業(ye)(ye)(ye)務(wu)方(fang)在(zai)分(fen)析(xi)訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)時(shi)(shi)需(xu)(xu)(xu)(xu)要(yao)(yao)關(guan)(guan)注(zhu)(zhu)各渠(qu)(qu)道(dao)(dao)(dao)訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)占(zhan)比，渠(qu)(qu)道(dao)(dao)(dao)不(bu)(bu)(bu)同用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)屬性(xing)(xing)(xing)也(ye)會(hui)稍(shao)有(you)差別(bie)，利用(yong)(yong)(yong)(yong)(yong)(yong)(yong)優(you)勢(shi)渠(qu)(qu)道(dao)(dao)(dao)帶動(dong)(dong)(dong)整(zheng)體(ti)快訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)速(su)增(zeng)長。4、營(ying)(ying)(ying)(ying)收(shou)(shou)交(jiao)易(yi)額(e)(e)，即(ji)(ji)GMV是(shi)(shi)(shi)(shi)(shi)電(dian)商(shang)網站(zhan)重(zhong)要(yao)(yao)指(zhi)(zhi)(zhi)標(biao)(biao)，成(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)為(wei)財報上(shang)(shang)反映(ying)年度(du)業(ye)(ye)(ye)績(ji)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)核心指(zhi)(zhi)(zhi)標(biao)(biao)。每逢雙(shuang)11雙(shuang)12都是(shi)(shi)(shi)(shi)(shi)沖刺(ci)GMV的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)關(guan)(guan)鍵(jian)時(shi)(shi)刻。然而(er)在(zai)電(dian)商(shang)平(ping)(ping)臺(tai)(tai)，這個詞包含了銷(xiao)售(shou)額(e)(e)、取(qu)(qu)消(xiao)(xiao)(xiao)訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)金(jin)(jin)額(e)(e)、拒收(shou)(shou)訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)金(jin)(jin)額(e)(e)和(he)(he)(he)(he)退貨(huo)訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)金(jin)(jin)額(e)(e)。也(ye)就(jiu)是(shi)(shi)(shi)(shi)(shi)說(shuo)，從GMV到(dao)扣除平(ping)(ping)臺(tai)(tai)補貼(tie)(tie)(tie)優(you)惠(hui)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)實付(fu)(fu)收(shou)(shou)入(ru)再到(dao)最(zui)(zui)(zui)(zui)(zui)終訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)利潤還可(ke)(ke)(ke)(ke)(ke)能有(you)若干流(liu)失量(liang)(liang)(liang)。GMV收(shou)(shou)到(dao)訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)數(shu)(shu)(shu)、客單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)價(jia)影響，作(zuo)(zuo)為(wei)電(dian)商(shang)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)成(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)交(jiao)類(lei)(lei)(lei)指(zhi)(zhi)(zhi)標(biao)(biao)當(dang)然有(you)他(ta)自己的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)意義(yi)，不(bu)(bu)(bu)僅(jin)(jin)僅(jin)(jin)是(shi)(shi)(shi)(shi)(shi)為(wei)了撐(cheng)門面(mian)(mian)(mian)(mian)，而(er)且可(ke)(ke)(ke)(ke)(ke)以作(zuo)(zuo)為(wei)檢驗(yan)交(jiao)易(yi)健康程度(du)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)一(yi)(yi)個指(zhi)(zhi)(zhi)標(biao)(biao)（銷(xiao)售(shou)額(e)(e)/GMV）。補貼(tie)(tie)(tie)率(lv)(lv)，相信(xin)(xin)每一(yi)(yi)位發(fa)(fa)(fa)過(guo)優(you)惠(hui)券(quan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)小(xiao)伙伴都計算(suan)(suan)(suan)(suan)(suan)過(guo)補貼(tie)(tie)(tie)率(lv)(lv)，該指(zhi)(zhi)(zhi)標(biao)(biao)是(shi)(shi)(shi)(shi)(shi)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)來(lai)(lai)(lai)(lai)(lai)衡(heng)量(liang)(liang)(liang)訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)中平(ping)(ping)臺(tai)(tai)對(dui)(dui)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)優(you)惠(hui)額(e)(e)度(du)，通(tong)常(chang)(chang)(chang)使用(yong)(yong)(yong)(yong)(yong)(yong)(yong)抵扣金(jin)(jin)額(e)(e)/應付(fu)(fu)金(jin)(jin)額(e)(e)，補貼(tie)(tie)(tie)率(lv)(lv)越高(gao)，單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)均成(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)(cheng)本就(jiu)越高(gao)，比產(chan)品(pin)(pin)(pin)(pin)上(shang)(shang)線初期補貼(tie)(tie)(tie)較(jiao)(jiao)多(duo)，補貼(tie)(tie)(tie)率(lv)(lv)也(ye)較(jiao)(jiao)高(gao)，隨著用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)規(gui)模的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)增(zeng)長，補貼(tie)(tie)(tie)率(lv)(lv)逐步下(xia)(xia)(xia)(xia)降。補貼(tie)(tie)(tie)率(lv)(lv)跟產(chan)品(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)均價(jia)格相關(guan)(guan)，優(you)惠(hui)券(quan)面(mian)(mian)(mian)(mian)額(e)(e)需(xu)(xu)(xu)(xu)要(yao)(yao)根(gen)據當(dang)時(shi)(shi)確定的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)補貼(tie)(tie)(tie)來(lai)(lai)(lai)(lai)(lai)計算(suan)(suan)(suan)(suan)(suan)，例(li)如一(yi)(yi)款產(chan)品(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)新客補貼(tie)(tie)(tie)率(lv)(lv)達(da)30%，單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)均價(jia)在(zai)100元(yuan)，則運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)(ying)可(ke)(ke)(ke)(ke)(ke)以發(fa)(fa)(fa)滿30元(yuan)代(dai)金(jin)(jin)券(quan)，也(ye)可(ke)(ke)(ke)(ke)(ke)以發(fa)(fa)(fa)7折(zhe)券(quan)，滿200-60元(yuan)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)券(quan)。運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)(ying)需(xu)(xu)(xu)(xu)要(yao)(yao)根(gen)據不(bu)(bu)(bu)同用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)屬性(xing)(xing)(xing)測算(suan)(suan)(suan)(suan)(suan)最(zui)(zui)(zui)(zui)(zui)佳的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)優(you)惠(hui)券(quan)金(jin)(jin)額(e)(e)，在(zai)花(hua)最(zui)(zui)(zui)(zui)(zui)小(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)預(yu)算(suan)(suan)(suan)(suan)(suan)情況下(xia)(xia)(xia)(xia)獲取(qu)(qu)最(zui)(zui)(zui)(zui)(zui)多(duo)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)訂(ding)(ding)(ding)(ding)(ding)(ding)(ding)單(dan)(dan)(dan)(dan)(dan)(dan)(dan)(dan)。5、市(shi)(shi)占(zhan)市(shi)(shi)場份(fen)額(e)(e)占(zhan)比和(he)(he)(he)(he)市(shi)(shi)場滲透率(lv)(lv)是(shi)(shi)(shi)(shi)(shi)底層運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)(ying)人(ren)(ren)(ren)容易(yi)忽視的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)指(zhi)(zhi)(zhi)標(biao)(biao)，從戰略層次來(lai)(lai)(lai)(lai)(lai)講，這兩個指(zhi)(zhi)(zhi)標(biao)(biao)決(jue)定運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)(ying)還有(you)多(duo)大(da)(da)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)發(fa)(fa)(fa)揮(hui)空間，市(shi)(shi)場份(fen)額(e)(e)是(shi)(shi)(shi)(shi)(shi)指(zhi)(zhi)(zhi)對(dui)(dui)潛在(zai)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)需(xu)(xu)(xu)(xu)求的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)預(yu)估(gu)以及(ji)(ji)競爭(zheng)對(dui)(dui)手的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)需(xu)(xu)(xu)(xu)求調(diao)研(yan)來(lai)(lai)(lai)(lai)(lai)判斷本產(chan)品(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)市(shi)(shi)場份(fen)額(e)(e)，是(shi)(shi)(shi)(shi)(shi)繼(ji)續努力打敗對(dui)(dui)手還是(shi)(shi)(shi)(shi)(shi)放(fang)棄第(di)一(yi)(yi)，細分(fen)垂直市(shi)(shi)場精(jing)(jing)耕(geng)細作(zuo)(zuo)。市(shi)(shi)場滲透率(lv)(lv)常(chang)(chang)(chang)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)判斷一(yi)(yi)個或(huo)一(yi)(yi)類(lei)(lei)(lei)城市(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)潛在(zai)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)挖掘(jue)，較(jiao)(jiao)小(xiao)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)城市(shi)(shi)可(ke)(ke)(ke)(ke)(ke)能存在(zai)巨大(da)(da)的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)需(xu)(xu)(xu)(xu)求，但(dan)因為(wei)運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)(ying)在(zai)當(dang)地推廣較(jiao)(jiao)少(shao)暫時(shi)(shi)未(wei)(wei)能抓住這部(bu)分(fen)用(yong)(yong)(yong)(yong)(yong)(yong)(yong)戶(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)(hu)。所以運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)(ying)是(shi)(shi)(shi)(shi)(shi)需(xu)(xu)(xu)(xu)要(yao)(yao)關(guan)(guan)注(zhu)(zhu)這兩個指(zhi)(zhi)(zhi)標(biao)(biao)，然后結(jie)合(he)公司(si)戰略發(fa)(fa)(fa)展(zhan)(zhan)方(fang)向(xiang)指(zhi)(zhi)(zhi)定對(dui)(dui)應的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)(ying)策略，幫助產(chan)品(pin)(pin)(pin)(pin)走的(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)(de)更(geng)深更(geng)遠。

　　二、流量變(bian)現類(lei)與訂單類(lei)產品相比(bi)，流量變(bian)現類(lei)產品無用戶直接購買行為(wei)，用戶完(wan)(wan)成看到廣(guang)(guang)告即完(wan)(wan)成任務，例如(ru)墨跡天氣和視頻(pin)貼片廣(guang)(guang)告，但實際上(shang)很(hen)多產品是混(hun)合(he)模式，如(ru)簡(jian)書(shu)和魅(mei)族手(shou)機合(he)作開展冠名征文(wen)，同時簡(jian)書(shu)也會(hui)買文(wen)集、精美筆記本甚至(zhi)支持關(guan)于作者開展付費知識培訓課程(cheng)。這里(li)，我們主要看純廣(guang)(guang)告曝光類(lei)產品的重要數(shu)據指標(biao)：

　　1、流量流量類平臺最(zui)重要的(de)數(shu)(shu)據指標就是流量，每天的(de)日(ri)活(huo)(huo)用戶(hu)數(shu)(shu)，用戶(hu)停(ting)留(liu)時長，用戶(hu)打開次數(shu)(shu)，內容(rong)分享次數(shu)(shu)，內容(rong)消費(fei)行為如訂閱(yue)、打賞和(he)收藏，粉(fen)絲評論(lun)和(he)留(liu)言，活(huo)(huo)動(dong)參與度(du)等。微(wei)信公(gong)眾號的(de)推廣模式也是流量變現，第(di)三方廣告主根據文章閱(yue)讀數(shu)(shu)和(he)粉(fen)絲數(shu)(shu)來判斷(duan)是否投廣告。工具類產品則根據日(ri)活(huo)(huo)和(he)累計(ji)用戶(hu)數(shu)(shu)來看，參考墨跡天氣。

　　2、用(yong)戶(hu)(hu)這類平臺(tai)(tai)的(de)(de)用(yong)戶(hu)(hu)可(ke)包(bao)含兩種角色，如工(gong)具(ju)類產(chan)品(pin)(pin)僅面向使(shi)用(yong)者(zhe)，而(er)內(nei)容(rong)平臺(tai)(tai)的(de)(de)用(yong)戶(hu)(hu)還包(bao)括(kuo)內(nei)容(rong)提供者(zhe)，知乎上(shang)的(de)(de)大V，微博上(shang)的(de)(de)明星(xing)，簡書上(shang)的(de)(de)關于作者(zhe)，這些(xie)(xie)人在這個(ge)平臺(tai)(tai)會吸(xi)引來一波(bo)粉絲，同時也帶動了產(chan)品(pin)(pin)的(de)(de)活(huo)躍度，所以我們衡量人人都是(shi)產(chan)品(pin)(pin)經理這類網站的(de)(de)活(huo)躍度是(shi)不僅要(yao)看(kan)(kan)來學習的(de)(de)用(yong)戶(hu)(hu)有多少，也要(yao)看(kan)(kan)來投稿的(de)(de)用(yong)戶(hu)(hu)有多少，甚至(zhi)很多人都是(shi)兩者(zhe)身份的(de)(de)兼具(ju)。運營這類產(chan)品(pin)(pin)，運營需要(yao)關注自(zi)己(ji)平臺(tai)(tai)是(shi)否存(cun)在這兩類用(yong)戶(hu)(hu)，然后分別查看(kan)(kan)用(yong)戶(hu)(hu)畫(hua)像(xiang)和用(yong)戶(hu)(hu)的(de)(de)一些(xie)(xie)行為特征，根據產(chan)品(pin)(pin)形(xing)態，制定不同維(wei)系(xi)用(yong)戶(hu)(hu)的(de)(de)策略。

　　3、營收流(liu)量變現(xian)的(de)營收方(fang)式(shi)(shi)最直(zhi)接的(de)就是廣(guang)(guang)告(gao)(gao)，品牌冠名、軟文推廣(guang)(guang)，目(mu)前大部分平(ping)臺都在探索多(duo)種(zhong)變現(xian)方(fang)式(shi)(shi)，如(ru)課程培(pei)訓(xun)，招聘廣(guang)(guang)告(gao)(gao)，隨著(zhu)內容時代(dai)的(de)來臨，僅流(liu)量曝光的(de)轉化率越(yue)來越(yue)低，用(yong)戶對(dui)轟炸式(shi)(shi)的(de)廣(guang)(guang)告(gao)(gao)已無感，結合內容主題講故事的(de)廣(guang)(guang)告(gao)(gao)更能吸(xi)引消費者。運營伙伴們也需要(yao)緊跟時代(dai)步伐，為自(zi)己的(de)產(chan)品尋找(zhao)多(duo)種(zhong)商業(ye)模式(shi)(shi)。

　　以(yi)上我對(dui)各(ge)(ge)類產品重(zhong)點數(shu)(shu)據(ju)(ju)指標的總結(jie)，作為(wei)運(yun)營人，除了(le)要對(dui)以(yi)上業務數(shu)(shu)據(ju)(ju)整體概況的了(le)解外(wai)，還需要在(zai)每(mei)一(yi)個項(xiang)目每(mei)一(yi)個策(ce)略中(zhong)時(shi)刻利(li)用數(shu)(shu)據(ju)(ju)思(si)維，憑數(shu)(shu)據(ju)(ju)總結(jie)經驗，憑經驗在(zai)指導項(xiang)目數(shu)(shu)據(ju)(ju)。培(pei)養(yang)數(shu)(shu)據(ju)(ju)思(si)維，從每(mei)天的各(ge)(ge)種數(shu)(shu)據(ju)(ju)報表開始！

　　作者：淺夏秋晴，微信(xin)公(gong)眾號：復盤運營(ying)之路(lu)

　　文(wen)章作者系(xi) @淺夏秋晴 未經許可，禁止轉載(zai)。

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