Question 2: How to operate Internet products? 1. What is the operation?
Broadly speaking, all manual interventions around website products are called operations. So to some extent, I think Internet products companies only have three business departments: products, technology and operation.
The concept of product operation is = operation, but maybe your company or product is product-oriented, supplemented by operation, so there is no need to tear down many people to operate at this time, so it is collectively called product operation.
In detail, I divide the operation into market operation, user operation, content operation, community operation and commercial operation.
Market operation:
With marketing as a means, a series of interventions such as publicity, exposure and marketing are carried out on products by spending money without spending money. It is common in products that need to spend money to a certain extent, but spending money is not the same as market behavior, including both market behavior without spending money and other operating means of spending money.
This is often the main operation method for some enterprises to get close to capital, because only by getting close to capital can a complete profit model continuously expand the investment in market operation.
User action:
People-centered operation means, common in UGC community, is an operation mode that is close to users, unites users and guides users. During the performance, you will find that website operators are very willing to communicate, tease, chat and gossip with users. Sometimes you can't tell whether this is a user or an official. Zhihu, for example, is one of them. Kelly Y Zhou, Huang Jixin, Chengyuan, our dear Amy ... In the early stage of a product, the active use and intervention of operators is very important.
Content operation:
There are two ways to do this. One is to process the high-quality content generated by users through editing, integration and optimization, and spread it in UGC community. This is usually done together with the user's operation. For example, if you answer a question in Zhihu and the answer is wonderful, Zhihu students will sort out your answer and others' answers, and then spread it through Weibo, daily newspapers and weekly magazines. This is a content-centric operation.
Another is that some media products, such as newspapers, such as titanium media, 36kr, are also operated with excellent content as the core. Different from the former, many components are edited, sorted and written by themselves, not necessarily from users.
(Of course, many students who answered questions in Zhihu were very angry that their articles were copied and reproduced without signatures, and so on. But in fact, those students who do content operation, plagiarism is one of their jobs, so don't care. I understand you very well, so this article is welcome to copy and reprint without signature, but it is often updated, please remember to reprint it all)
Community operation:
In the early years, I told others about community operation and user operation together. Later, I found that this is actually a bit problematic, because the operation for UGC users and the operation for ordinary community consumers are also two completely different jobs. So I took it out alone.
Community operation refers to the intervention activities of community consumers, such as doing a whole-station activity, drawing a lottery, voting and reprinting some good articles to trigger community discussion. This extreme work is to constantly fan the flames in the community, causing everyone to spray each other and enliven the whole community.
(Interested students can study nga's "Jet Fighter Arena", which has been quoted by many other forums or communities in recent years, and the effect is quite good)
Business operation:
This method is common in some business B2B products, which can be divided into BD and sales. Sales is the direct selling of products, while BD is more of a mutually beneficial cooperation. These are all means to acquire users and then retain them. Many enterprise-level products are mainly based on this mode of operation, such as BAT's cloud service products, or pull merchants to settle in and pull enterprise teams to use them.
Around the operation, or the growth of operators, we must first understand what role product technology operation plays in an Internet product.
Product: Think things through.
Technology: Take things out.
Operation: Make the best use of everything.
Strictly speaking, products and operations vary from company to company, and their positioning and boundaries vary from person to person. Different products have different emphases in these three areas. Take BAT as an example, Baidu attaches importance to technology, Tencent attaches importance to products, and Ali attaches importance to operation. These are common concepts in the minds of the public, and they all started from the company to some extent. > & gt
Question 3: What is the operation mode of mobile Internet? There will definitely be another operation mode between the mobile Internet and the ordinary Internet. The operation of mobile phones and IPAD handheld devices can be said to be an Internet operation with new elements. So far, there will definitely be more ways: e-books, mobile games, Internet telephony, mobile office, product placement, mobile phone page browsing, mobile phone payment and so on. As for other ways, it's the same as the ordinary Internet, not to mention.
With so many modes intertwined, it is impossible to predict whether there will be a chemical reaction to produce a new business model.
Question 4: Experience from Internet 020 operation mode The mission of O2O is to introduce the effectiveness of e-commerce to the part that accounts for more than 90% of current consumption. O2O(Online to Offline) refers to bringing online consumers to real stores-paying online to buy offline goods and services, and then enjoying services offline. At present, the popular group buying is a kind of online to offline.
The concept of O2O is not new, but it is very important. According to the analysis report of Forward-looking Industry Research Institute "20 16-202 1 China Catering O2O Market Prospect and Investment Strategic Planning", online consumption in the United States only accounts for 8%, and offline consumption still accounts for 92%; In China, the proportion is 3% and 97% (4.5% and 95.5% respectively). Alex Rampell, founder and CEO of TrialPay, vividly said: "The average online shopper spends about $65,438+0,000 a year. If the average American earns $40,000 a year, where is the remaining $39,000? The answer is that most of them are consumed locally, and people will spend money on coffee shops, bars, gyms, restaurants, gas stations, plumbers, dry cleaners and hair salons. " The mission of O2O is to introduce the effectiveness of e-commerce into the part that accounts for more than 90% of current consumption.
Then, what is the uniqueness of O2O compared with other e-commerce models, and is there a stable existence and development space? What impact and requirements will it have on the sales model? What is its future? With these questions, let's approach O2O.
First, from the business itself: What is the difference between what O2O does?
1, O2O as the information flow digger of products and services.
1) Past life of O2O
O2O is nothing new. In the development of e-commerce in China, O2O is one of the oldest business models. In the "ancient" O2O, Ctrip.com is an excellent representative.
A friend of mine told me that in the last century, it was he who suggested that the company buy offline travel companies, use online information to attract tourists, and then let tourists accept the travel services of offline companies. Ctrip. Com was founded in 1999 and listed on NASDAQ in February 2003. Ctrip. Com made online to offline the earliest listing concept in China. It can even be said that Nasdaq first knew about O2O in China, and then it knew about e-commerce in China.
Like standard O2O, Ctrip.com has two parts, online and offline. The online "Destination Guide" covers nearly 500 scenic spots around the world, with more than 10000 scenic spots, including all-round travel information such as accommodation, transportation, food, entertainment and shopping. Offline provides members with all-round travel services such as hotel reservation, air ticket reservation and holiday reservation. Currently Ctrip. Com has more than 5,000 member hotels at home and abroad to make reservations, and it is the leading hotel reservation service center in China, with a monthly hotel reservation volume of more than 500,000 nights.
Except Ctrip and E Long, hotel reservations all adopt the pay-as-you-go mode, and only information flow occurs online, but no capital flow occurs. Green mango adopts prepaid mode, which is no different from current O2O.
Another mature application of "old" O2O in China's e-commerce is reservation service.
Kanbu.com was founded in the year when Ctrip.com went public. In 2007, it officially launched Kanbu.com's online platform. Through Kanbu.com, viewers can book movie tickets for 100 cinemas belonging to the National Movie Ticket Booking Alliance, and reserve seats in advance. Kambu Com integrates ticket ordering, video card recharge, entertainment information, theater location promotion and peripheral marketing activities, and creates its own online entertainment brand. At present, this O2O service has covered the whole country 1 1 city.
Aircraft booking is another popular O2O booking service. China Southern Airlines took the lead in developing electronic tickets in China. Now that this service has become popular, each of us can book air tickets online and then go to the real airport to receive air travel services.
"Under normal circumstances, the cost of direct sales of Shenzhen Airlines through e-commerce websites is about 1/6- 1/8 of that of traditional distribution channels, so that we can save 80% of sales costs." A related person from Shenzhen Airlines said, "There are nearly 7 million netizens in Shenzhen, 70% of whom have ordered online. This is the market cornerstone for the rapid development of civil aviation e-commerce in Shenzhen. "
2) What tangible products are suitable for O2O?
E-commerce is mainly composed of information flow, capital flow, logistics and business flow. The characteristics of O2O are unique ... >>
Question 5: What is the significance of internet plus's transformation? Interconnection+transformation refers to the transformation of the internet that has been delivered to enterprises. Under the background of the continuous development of mobile Internet, big data, cloud computing and other technologies, the traditional business model, operation model and management model have all brought certain impacts, and the Internet business itself has been decentralized and decentralized. The essence is to break the asymmetry of information, so the business model originally based on information asymmetry has been greatly challenged. Under such circumstances, a large number of traditional industries and enterprises are facing the transformation and innovation of this Internet, the improvement of completion rate and the progress of business model. Gu Zeng, director of Jufeng Internet, said that Internet+transformation is the general trend, and there are three layers of enterprise-to-enterprise Internet transformation: 1 and business model transformation. 2. Operation mode conversion. 3. The change of management mode. If enterprises want to transform, they can consult some experts in the industry, such as Gu, Su Kai, Xin, Mi Shuyuan and Dou. Or you can find a company that specializes in Internet+transformation services. In the past, Jufeng Internet was famous in China. Take a look.
Question 6: What is the operating mode of Internet e-commerce companies? There are many kinds, mainly the following:
Operating e-commerce platform services: Alibaba ... and so on;
I have my own e-commerce products: Haier ... and so on;
E-commerce represents ... many local e-commerce service companies;
E-commerce portal operation: e-commerce faction ... and so on.
E-commerce supporting facilities and services are things that e-commerce companies need to use.
Question 7: What is the operation mode of e-commerce? E-commerce mode refers to the business operation mode and profit mode based on certain technical basis under the network environment.
Question 8: What is Internet sales? Online sales refers to all means of promotion, advertising, instant messaging, e-mail, etc. By using the online platform. (In fact, the process is the same as ordinary sales, but its promotion scope is wider and the cost is reduced. ) Online sales is a very complicated industry. There are too many things to learn. We also call it e-commerce. One SEO is enough for you to learn. Now China is still in its infancy. In the next five years to 10, the situation is very good, and the shortage of professional SEO talents is about10 million (still a conservative estimate). I hope I can help you.
Question 9: What mode does the mobile broadband service operate on the public Internet? In wireless mode, 3G or 4G?