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Reading - Marketing Flashcards

1
Q

第1章　正确理解和认识增长

A

Chapter 1 correct understanding and understanding of growth

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2
Q

企业增长，也称企业的成长，企业的发展，是企业通过自身的长期经营，不断扩大积累而形成的持续性发展

A

the continuous development of enterprises formed by their own long-term operation and continuous expansion and accumulation

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3
Q

对于企业来说，能否快速增长在于能否快速获取大量的用户，用户是企业的命脉。企业如果没有办法获取更多用户，即便精心打磨出好的产品，也会处于无人问津的尴尬境地。

A
  • 用户是企业的命脉

* 即便精心打磨出好的产品,也会处于无人问津的尴尬境地。

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4
Q

企业的终极目标是获取利润，获取利润的前提是用户规模的增长和企业销售额的增长。

A
  • 获取利润

* 获取利润的前提是用户规模的增长和企业销售额的增长

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5
Q

本书将重点围绕用户如何增长，以及用户如何驱动企业增长展开详细讨论。

A

用户如何驱动企业增长展开详细讨论。

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6
Q

互联网企业的商业模式与传统行业不同。

A

互联网企业的商业模式

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7
Q

传统行业的商业模式是每一单都赚钱，互联网的商业模式多数是先亏损后赚钱

A

多数是先亏损后赚钱

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8
Q

企业持续增长取决于多种因素，包括企业内部因素和外部市场环境因素

A
  • 续增长取决于多种因素

* 企业内部因素和外部市场环境因素

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9
Q

驱动增长的7大战略要素

A

Seven strategic elements driving growth

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10
Q

企业增长由多个战略要素决定，在企业不同的发展阶段均有相应的战略要素发挥着重要的作用，本书将驱动增长的战略要素归纳为以下7个，如图1-1所示。

A

*归纳为以下7个

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11
Q

1.供给驱动增长

A
  1. Supply driven growth
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12
Q

供给，主要是指企业提供的产品或服务。

A

*供给

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13
Q

供给驱动增长是指企业提供的产品或服务充分满足了用户的需求，从而反向拉动用户规模的增长

A

从而反向拉动用户规模的增长

which reverses the growth of user scale

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14
Q

维度1：原有市场空白，通过创造有效供给产品填补市场空白，从而实现用户增长

A

*通过创造有效供给产品填补市场空白，从而实现用户增长

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15
Q

政府提供的有桩式单车存在很多的问题，并没有充分释放用户需求，故没有推广开。

A

The piled bicycles provided by the government have many problems and have not fully released the needs of users, so they have not been promoted.

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16
Q

摩拜、ofo等共享单车采取的是“无桩共享”模式，用户可以随停随取，极大地降低了使用门槛，有效满足了用户需求，让用户的需求得到极大释放，一下就引爆了市场，实现了用户的快速增长。

A
  • 共享单车

* 让用户的需求得到极大释放

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17
Q

在市场需求尚未完全满足之前，车辆供给的数量决定用户增长的规模，车辆覆盖的范围越广，用户增长越快。

A

*the number of vehicles supply determines the scale of user growth

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18
Q

维度2：供给产品线的宽度和深度决定了用户的增长，供给越充分，覆盖用户范围越广，越能拉动用户增长。

A

越能拉动用户增长

the more it can drive the growth of users.

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19
Q

不同类型的企业供给的表现形式会有很大不同，有的是纯互联网的产品，有的与实体产业相结合，如电商、金融、O2O等

A

Different types of enterprises have different forms of supply. Some are pure Internet products, and some are combined with real industries, such as e-commerce, finance, o2o, etc
电商 - e-commerce

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20
Q

电商和O2O的本质是零售，充分供给就是：商品品类的宽度足够宽，每个品类下的SKU（Stock Keeping Unit，库存量单位）深度足够深。

A

The essence of e-commerce and o2o is retail

*零售 - retail

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21
Q

互联网金融理财的四要素是时间性、安全性、流动性、收益率。充分供给就是根据以上4大要素给用户提供多种维度的投资理财产品组合，满足不同风险偏好、不同投资偏好类型用户的投资需求

A

*时间性、安全性、流动性、收益率。-timeliness, security, liquidity and yield

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22
Q

根据风险等级，还可以设计出保本收益型理财产品、浮动收益型理财产品，如股票、基金就属于浮动收益型产品，这是不保本的，故风险更大，但收益更高

A

According to the risk level, we can also design breakeven income financial products and floating income financial products. For example, stocks and funds belong to floating income financial products, which are not breakeven, so the risk is greater, but the income is higher

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23
Q

根据流动性要素设计出活期类理财产品和定期类理财产品，满足对于资金流动性有不同诉求的用户，活期的流动性高收益率低，定期的流动性低收益率高

A

According to the liquidity factors, the current financial products and regular financial products are designed to meet the different demands of the fund liquidity. The current period has high return rate of liquidity and low return rate of regular liquidity

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24
Q

根据用户投资期限的偏好，投资标的尽可能覆盖更多的期限周期，匹配相对应的收益率，满足不同期限投资的用户需求，如1个月、3个月、6个月、12个月、24个月、36个月等，期限越长收益率越高，与银行存定期逻辑一样。

A

According to the user’s preference of investment term, the investment target covers more term cycles as far as possible, matches the corresponding rate of return, and meets the user’s needs of different investment terms, such as 1 month, 3 months, 6 months, 12 months, 24 months, 36 months, etc. the longer the term, the higher the rate of return, which is the same as the logic of bank deposit term.

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25
Q

根据用户投资期限的偏好，投资标的尽可能覆盖更多的期限周期，匹配相对应的收益率，满足不同期限投资的用户需求，如1个月、3个月、6个月、12个月、24个月、36个月等，期限越长收益率越高，与银行存定期逻辑一样。

A

According to the user’s preference of investment term, the investment target covers more term cycles as far as possible, matches the corresponding rate of return, and meets the user’s needs of different investment terms, such as 1 month, 3 months, 6 months, 12 months, 24 months, 36 months, etc. the longer the term, the higher the rate of return, which is the same as the logic of bank deposit term.

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26
Q

供给驱动增长的核心在于：供需关系的匹配及匹配效率。只要产品方案满足了用户需求，解决了用户痛点，填补了市场空白，就能实现用户增长。

A

*填补了市场空白
The core of supply driven growth lies in the matching between supply and demand and the matching efficiency. As long as the product solution meets the needs of users, solves the pain points of users, and fills the market gap, user growth can be realized.

27
Q

【案例】今日头条不断增加内容的丰富度和质量以驱动用户增长

A

[case] today’s headlines continue to increase the richness and quality of content to drive user growth

28
Q

今日头条最初依靠抓取各大网站的内容完成最初的用户积累，被各大网站屏蔽之后内容质量严重下降，用户也开始流失。

A

*被各大网站屏蔽之后内容质量严重下降，用户也开始流失。

the content quality has declined seriously, and users are also beginning to lose.

29
Q

为了提升内容的丰富度和质量，今日头条开始走向自建内容生态的道路，并取得了非常大的成功。

A

*为了提升内容的丰富度和质量 -
In order to improve the richness and quality of content, today’s Toutiao began to build its own content ecology, and achieved great success.

30
Q

2015年9月8日，在今日头条的“头条号创作者大会”上，今日头条创始人兼CEO张一鸣宣布将推出“千人万元计划”，未来一年内，头条号平台将确保至少1000个头条号创作者，单月至少获得1万元的保底收入

A

In the next year, the Toutiao platform will ensure that at least 1000 Toutiao creators will get at least ten thousand yuan of guaranteed income in a single month

  • 创作者
  • 单月至少获得1万元的保底收入
31
Q

张一鸣称，当前“头条号”每天为今日头条客户端贡献3.2万篇文章和73%的阅读量，与此同时，今日头条为创作者提供的是广告收入补贴。

A
  • 今日头条为创作者提供的是广告收入补贴。

- At the same time, today’s Toutiao provides advertising revenue subsidies for creators.

32
Q

今日头条此次在大会上发布了包括资金扶植、自媒体孵化器、产品支持等一系列针对优质内容的举措

A

Today’s headline released a series of measures for high-quality content at the conference, including financial support, we media incubator, product support, etc
*资金扶植- financial support,
自媒体孵化器 - media incubator

33
Q

对于入选标准，除了阅读量，今日头条还会着重考量内容质量。

A

着重考量内容质量。 - focus on content quality.

34
Q

今日头条还同时发布了“新媒体孵化器计划”。

A

Today’s headlines also announced the “new media incubator program”.

35
Q

今日头条将为中小团队提供孵化服务，为他们提供办公场所，并且帮团队提供法律、财务和版权保护等方面的支持。

A

*提供孵化服务- provide incubation services

36
Q

继“千人万元”补贴之后，今日头条创始人、CEO张一鸣于9月20日在京宣布，将拿出10亿元人民币补贴短视频创作者，助力短视频创作的爆发。

A

*将拿出10亿元人民币补贴短视频创作者，助力短视频创作的爆发。

37
Q

目前，短视频已经超过图文和组图，成为今日头条上阅读量最大的内容形态。

A

At present, short video has exceeded the text and group chart, and has become the most read content form on the headlines today.

38
Q

今日头条从新闻扩展到短视频，既能拓展原有看新闻用户看短视频的需求，又能拓展有短视频需求的用户，从而覆盖更大范围的用户群体，实现增长

A

*又能拓展有短视频需求的用户- expand the users with short video demand

39
Q

同时，今日头条每增加一个高质量内容新闻的分类就能多增加一个细分市场用户的覆盖范围，更容易实现用户增长

A

*细分市场用户的覆盖范围 - increase the coverage of users in one more market segment

40
Q

今日头条围绕内容大力进行生态建设，大力扶持头条号及短视频创作者，之后又相继推出了头条问答、微头条等周边内容生态建设型产品，持续围绕给用户提供更加优质的内容，满足用户对于信息和知识获取的需求。

A

*又相继推出了头条问答 - launched Toutiao Q & A

41
Q

2.用户驱动增长

A
  1. User driven growth
42
Q

用户是企业增长的命脉。用户驱动增长是指企业不断获取新用户，新用户留存并产生持续性消费的行为。

A

*新用户留存并产生持续性消费的行为。

43
Q

用户驱动增长包含两个方面：一个是指新用户增长带动的整体用户规模的增长，另外一个是新用户不断成长。

A
  • 一个是指新用户增长带动的整体用户规模的增长

* 另外一个是新用户不断成长。

44
Q

用户增长绝对不是单纯数量上的增长，而是有效的用户增长、用户成长、用户变现、用户传播、防止用户流失，这是一个系统性工程。增长不是终点，而是一个持续的过程。

A

*用户成长、用户变现、用户传播、防止用户流失

45
Q

企业的用户就像是一个蓄水池，一端进水，一端出水，如图1-3所示。要想让蓄水池的水变得更多；一方面是要让进水口更大，进水量更多；另外一方面要减少出水量，即“开源节流”。

A
  • 一方面是要让进水口更大,进水量更多

* 减少出水量，即“开源节流”。

46
Q

单纯用户数量的增长并不一定能带来企业收入和利润的增长，只有质量高的用户增长了才能给企业带来收入和利润上的增长。

A

*单纯用户数量的增长并不一定能带来企业收入和利润的增长

47
Q

因此，企业增长的驱动力来源于有质量的用户，通过运营手段提升存量用户的购买频次和客单价，带动企业收入和利润的增长。

A

*企业增长的驱动力来源于有质量的用户

48
Q

用户驱动增长的核心在于

A

The core of user driven growth is

49
Q

有质量的新用户增长：就等于不断向蓄水池注水。

A

The growth of new users with quality is equal to continuously injecting water into the reservoir.

50
Q

用户成长：提高用户留存，延长用户的生命周期，提升用户的消费频次、消费品类和消费金额。

A

User growth: improve the retention of users, prolong the life cycle of users, and improve the consumption frequency, categories and amount of consumption.

51
Q

用户变现：增加每个用户的商业化收入。

A

User realization: increase the commercial income of each user.

52
Q

用户传播：产品足够好，就能形成口碑，就会引发用户自传播，推荐给身边的好友，实现产品自增长。从自传播到再次获取新用户，形成了一个螺旋式上升的轨道。

A

User communication: if the product is good enough, it can form word of mouth, trigger users’ self communication, recommend it to their friends, and realize the self growth of the product. From self propagation to acquiring new users again, a spiral track has been formed.

  • 用户传播
  • 推荐给身边的好友，实现产品自增长
53
Q

降低老用户流失：有效召回流失用户，减少蓄水池的水往外流。

A

*有效召回流失用户

Reduce the loss of old users: effectively recall the lost users and reduce the outflow of water from the reservoir.

54
Q

用户驱动增长的核心总结起来就一句话：开源节流促成长。

A

increase revenue and reduce expenditure to promote growth.

*开源节流促成长。

55
Q

【案例】用户增长及留存拉动城市交易额增长

A

[case] user growth and retention drive urban transaction volume growth

56
Q

从城市流水贡献占比来看，新用户产生的购买和新用户留存下来产生的复购的流水在持续上升，说明获取的用户的质量高，产生了留存，是有效的用户增长。

A

*新用户产生的购买和新用户留存下来产生的复购的流水在持续上升

57
Q

这种增长模式是健康且可持续的，如果只是新用户增长拉动了交易额的增长，而没有产生复购交易额，一旦停止拉新，交易额的增长就会陷入停滞状态。

A

*如果只是新用户增长拉动了交易额的增长，而没有产生复购交易额

58
Q

3.产品驱动增长

A
  1. Product driven growth
59
Q

例如：新浪的产品是“新闻”，提供新闻资讯服务；腾讯的产品是“QQ”，提供即时通信服务；奇虎360的产品是“360安全卫士”，提供电脑清理和杀毒服务；网易的产品是“邮箱”，提供收发邮件服务。这些都是满足用户核心需求的产品和服务

A

*这些都是满足用户核心需求的产品和服务

60
Q

还有一类是满足企业日常运营需求而开发的营销工具型产品，如红包、秒杀、打折等。

A
  • 满足企业日常运营需求而开发的营销工具型产品，如红包、秒杀、打折等。
  • There is also a kind of marketing tool products developed to meet the daily operation needs of enterprises, such as red envelope, second kill, discount and so on.
61
Q

还有一类是满足企业日常运营需求而开发的营销工具型产品，如红包、秒杀、打折等。

A
  • 满足企业日常运营需求而开发的营销工具型产品，如红包、秒杀、打折等。
  • There is also a kind of marketing tool products developed to meet the daily operation needs of enterprises, such as red envelope, second kill, discount and so on.
62
Q

互联网的本质是连接，连接供给方和需求方。产品是连接的工具，工具决定用户获取和转化的效率。

A

*工具决定用户获取和转化的效率。 - determines the efficiency of user acquisition and transformation

63
Q

互联网经历了几个大的发展阶段：门户时代，连接人与信息；电子商务时代，连接人与商品；团购、O2O时代，连接人与服务；互联网金融时代，连接人与金融；未来的物联网（Internet of Things，IOT）时代，万物互联。

A

门户时代，连接人与信息

  • 团购
  • O2O时代
  • 连接人与金融
64
Q

每一个阶段，互联网作为连接新事物的工具，其产品形态会不断创新，且会不断降低万物互联的门槛，推高了互联网在各个行业的渗透率

A

*推高了互联网在各个行业的渗透率

pushing up the Internet penetration in various industries

Chinese (4 decks)

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