sunnychan

.gitattributes

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+*.sh linguist-language=md
+

.gitignore

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+# vs code
+.vscode
+
+# MacOS
+.DS_Store

LICENSE

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Marketing/README.md

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+
+
+# [What Is](WhatIs.md)

Marketing/WhatIs.md

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+# 营销
+
+
+
+
+## 发展
+
+“现代营销学之父”菲利普·科特勒曾表示，如今已经到了营销4.0时代，
+企业需要将营销的中心转移到如何与消费者积极互动、尊重消费者作为“主体”的价值观，让消费者更多地参与到营销价值的创造中来。

Operation/ActivitiesOps/README.md

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+# 活动运营
+
+是针对某一活动进行策划、执行、评估、改进的全过程项目管理。
+
+电商平台的促销活动比较多，比如：双十一、双十二、618……
+
+比如曾经刷爆互联网的支付宝锦鲤活动，大部分人只看到了结果的呈现，其实在这之前支付宝团队做了最精细化的运营。  
+这其中的整体策划、资源确认、预埋爆点、造势营销、品牌背书等每一个环节都为这场成功的活动做了支撑。
+
+活动是一个费时、费力的大活，一般包含活动前、活动中、活动后，其中大多数的工作是在活动前完成，而效果在活动后才能看到。
+
+## 4个阶段：
+
+```text
+第一、启动阶段：首先在支付宝微博发布通知，然后各大知名品牌迅速评论参与。
+第二、爆发阶段：“三百万分之一的概率“成为热门话题，迅速引爆网络，并通过微信公众号引流到微博，将本次活动推向高潮。
+第三、公布结果：制作奖品条幅，并拍摄视频造势。
+第四、二次传播：支付宝锦鲤信小呆本人，发布一条超带网感的微博“我下半生是不是不用工作了”，这条微博转发72万，进一步提高了活动的话题性。
+```
+
+## 活动前
+
+用户调研：根据目标用户，设计活动主题、活动流程、奖品设置、传播点埋入等；
+方案撰写：背景、目的、时间、地点、对象、主题、流程等；
+资源投入：文案撰写、页面设计、功能开发、奖品、预算、投入渠道等；
+节点把控：对于整个活动前期准备时间节点要把控到位，避免因为某项工作不能够完成导致活动的整体推迟。
+
+在活动投入之前，需要进行活动测试，看整个活动流程是否跑的通。
+
+## 活动中
+
+实时监控数据。
+某些活动容易招来羊毛党，一旦出现这样的数据应当及时堵口子，确保活动中的硬件不掉链子，服务器宕机、程序崩溃等及时处理。特别是在微信生态中的链接传播，一定注意链接被封的问题。
+
+## 活动后
+
+活动后及时总结数据做复盘，即使活动之前思考了很多的方面，  
+在活动中还是会暴露出来意想不到的问题，总结问题在下次活动中避免相同问题。
+
+活动运营中没有完美，比较好的活动运营都是踩坑走过来的。

Operation/ChannelOps/README.md

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+# 渠道运营
+
+媒体渠道
+KOL也好KOC也好都属于自媒体渠道
+在自媒体的渠道类型中，还可以具体的区分为公众号自媒体、短视频自媒体
+
+社区渠道
+社区电商就属于社区渠道，他代表了这样一种用户来源有强烈的地区属性，地区属性的背后是物流费用可以多合一，也就衍生出来了团购属性。  
+同时各种不同类型的BBS，包括贴吧，豆瓣，小红书，知乎等，也都是非常典型的线上社区渠道，  
+作为渠道运营，上去发些软文帖子，也是很常见的吸引用户的手段。
+
+社群渠道
+类似于群主，微商，就是社群渠道的具体对接人，推广模式对接人在社群里发布推广信息，在微信朋友圈发布推广信息，这也是知名热词“私域流量”，不过在这里，企业选择的投放的渠道是别人的“私域流量”
+
+分销渠道: 
+具备销售能力的合作渠道，有一部分公众号媒体平台具备销售的能力，并且可以分销产品，  
+一些团购平台，推荐商品的平台，有销货能力的淘宝店，有攒店都可以是分销渠道。 
+
+异业合作渠道：  
+异业合作渠道，主要是为了和对应量级的平台，互相置换用户，或者以资源置换用户，来获取用户的增长。
+异业渠道是一种非常非常适合创业公司玩耍的渠道合作方式，因为不必付出过多市场费用，但需要更多的策划内容在其中。
+
+自有渠道
+企业自己拥有的微信公众号、微博的推文通道，自有社群推广，自有账号朋友圈推广，APP的推送渠道，短信和邮件的触达渠道，自有的短视频平台账号等等，这也是企业建设的自有流量池，其中和用户粘性相对高的渠道称之为“私域流量”
+对于Luckincoffee而言，私域流量一定包括了APP的用户，而对于很多消费品类似于完美日记而言，私域流量更多是指的公众号粉丝，社群成员，而之前我所在的途风，用户群体有大量海外用户，私域流量指的更多的是有Email和手机号作为联络方式的用户。
+
+老用户渠道：
+裂变，用户带用户的玩法。裂变的本质是用户带用户，但具体用户带用户的规则，  
+用户带用户的激励细节，是有很多可打磨的地方。这已经是17年，18年的流行玩法了，这里就不赘述了。  
+
+分销平台型渠道: 例如小米有品，网易严选，云集这样的大型电商。
+
+品牌曝光型渠道：  
+有非常多的媒体类型可以选择，除了有线上的公众号等平台可以做投放，  
+APP的开机广告，小红书的达人投放，都是线上渠道中可以选择的品牌曝光型的渠道，当然线下还有很多品牌曝光型的渠道可做选择。  
+
+## 三要素
+
+### 渠道
+
+主动渠道
+	为用户主动发起的行为，这类用户精准。
+	常见的有：搜索引擎渠道，包含百度、360、google等；app专属渠道：ASO等。
+
+被动渠道
+	主要以圈定用户推送用户喜欢内容为主。
+	常见的有：信息流：头条广告、朋友圈广告等；自媒体：头条、百家、大鱼等；论坛、EDM等。
+
+## 人群
+
+人群是决定是否投放渠道的主要因素，至少要做到产品-渠道的匹配。
+
+案例： 趣练舞
+	比如最近了解的一个项目，趣练舞，产品针对的是30-45岁想要塑性、减肥的一二线城市女性。
+		有了这个用户画像，我们大致可以推断，30-45岁的女性分两种人：专职宝妈、职场女性。
+	这两类人群分布的主要平台、活跃时间、用户关心点、用户痛点等用户属性分析。
+
+根据人群活跃平台，或者平台的用户画像，选择适合产品的渠道，也就做到了产品-渠道的匹配。
+
+# 素材
+
+在投放阶段，素材决定了点击率。  
+根据人群选定并做出了大致的人群画像，根据用户关心的数据以及产品自身独特的之处提炼卖点并制作宣传材料。
+
+比如：塑性的用户可能关注腰部赘肉、瘦胳膊、瘦大腿等等局部减肥；  
+关心减肥的用户可能更关注整体的减体重，产品独特的卖点莫过于一对六线上私教了。
+
+根据卖点文案以及图片可以作出5个不同角度的素材测试点击率，留下两组较好点击率的素材，作为投放素材使用。

Operation/CommunityOps/README.md

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+# 社群运营
+