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新媒体运营(四):产品运营的策略及重点

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1.产品运营的概念

产品运营指的是从内容建设、用户维护、活动策划三个层面来连接用户和产品,并产生产品价值和商业价值的新媒体手段。

产品运营定义三要素

2.产品类型及运营策略

(1)产品类型:可以简单分为独立产品、平台产品、入驻产品。

产品类型

(2)独立产品&平台产品的运营策略

独立产品的运营策略可以参照平台产品,这是因为一方面独立产品和平台产品都是需要开发与升级的互联网产品,其运营有大量相似之处,如都需要设立用户规则、都需要策划活动并引流等。另一方面平台类产品的运营策略更缜密,独立产品可以参照平台产品的策略进行运营。

平台的价值在于连接,而连接的基础是人气。只有持续获取新用户、持续吸引新入驻、持续鼓励入驻者发布新产品或内容,才能稳步提升平台人气。为了促进人气提升,平台运营者应采取如下运营策略:规则引导、活动统筹、渠道搭建。

平台运营策略

(3)入驻产品的运营策略

入驻产品可以细分为:实体类、内容类、应用类三种。实体类入驻产品即通过淘宝、京东等平台销售的衣服、食品、电器、书籍等。内容类入驻产品即通过内容平台进行图文销售的产品如“得到”的专栏、“知乎”的LIVE、云课堂的课程等。应用类入驻产品及通过应用市场下载的产品,如App Store的软件,微信小程序等。入驻产品的运营策略是排名优化、口碑传播等。

A.排名优化:平台更关注流量、入驻更关注排名。平台官方运营团队通常会专门投入资金与人力并想方设法提升平台流量;而入驻类产品需要提升自身的排名,将平台流量有效地引导至产品页面。各大平台一般都有搜索功能,有搜索功能之处就有排名。产品排名越靠前,曝光效果越好。运营者需要在标题、描述、销量、评价四方面进行排名优化。

排名优化方法

B.口碑传播:入驻平台的团队以中小企业甚至个人居多。因此在产品运营过程中,“花钱买流量”的高成本推广方式需要改为“口碑赢得用户”的形式。

3.产品生命周期中运营重点的调整

互联产品生命周期是指互联网产品的市场寿命,即互联网产品从进入市场开始,直到最终退出市场为止所经历的市场生命循环过程。互联网产品生命周期可以划分为五个阶段,即验证、启动、增长、稳定、衰落。

产品生命周期的不同阶段需抓住不同的运营重点。

生命周期运营阶段重点





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