活动运营技能指南

[{ "id" : "2", "name" : "活动运营", "children" : [ { "id" : "3", "name" : "活动风险", "children" : [ { "id" : "5", "name" : "拉新指标", "children" : [ { "id" : "7", "name" : "SMART分工原则", "children" : [ ] }, { "id" : "9", "name" : "明确沟通机制", "children" : [ ] } ] }, { "id" : "11", "name" : "技术风险", "children" : [ { "id" : "13", "name" : "功能点细化", "children" : [ ] }, { "id" : "15", "name" : "开发排期", "children" : [ ] } ] }, { "id" : "17", "name" : "用户作弊", "children" : [ { "id" : "19", "name" : "技术规避", "children" : [ ] }, { "id" : "21", "name" : "止损评估", "children" : [ ] }, { "id" : "23", "name" : "风控机制", "children" : [ ] } ] }, { "id" : "25", "name" : "市场舆论", "children" : [ { "id" : "27", "name" : "顺势而为", "children" : [ ] } ] }, { "id" : "29", "name" : "法律政治", "children" : [ { "id" : "31", "name" : "事前规避", "children" : [ ] }, { "id" : "33", "name" : "文案过法务", "children" : [ ] } ] }, { "id" : "35", "name" : "用户投诉", "children" : [ { "id" : "37", "name" : "投诉入口", "children" : [ ] }, { "id" : "39", "name" : "提供相应的SOP", "children" : [ ] } ] } ] }, { "id" : "41", "name" : "项目立项会", "children" : [ { "id" : "43", "name" : "邮件通知发放材料", "children" : [ ] }, { "id" : "45", "name" : "项目相关人员到场", "children" : [ ] }, { "id" : "47", "name" : "运营介绍活动策划", "children" : [ ] }, { "id" : "49", "name" : "活动开发工期评估", "children" : [ ] }, { "id" : "51", "name" : "邮件确认分工", "children" : [ ] }, { "id" : "53", "name" : "执行管理与协调", "children" : [ ] } ] }, { "id" : "55", "name" : "GRAI复盘法", "children" : [ { "id" : "57", "name" : "目标", "children" : [ ] }, { "id" : "59", "name" : "结果", "children" : [ ] }, { "id" : "61", "name" : "总结", "children" : [ ] }, { "id" : "63", "name" : "分析", "children" : [ ] } ] }, { "id" : "65", "name" : "活动主题", "children" : [ { "id" : "67", "name" : "服务热点", "children" : [ ] }, { "id" : "69", "name" : "热点名人", "children" : [ ] }, { "id" : "71", "name" : "目标人群", "children" : [ ] }, { "id" : "73", "name" : "用户痛点", "children" : [ ] } ] }, { "id" : "75", "name" : "活动背景", "children" : [ { "id" : "77", "name" : "产品数据", "children" : [ { "id" : "79", "name" : "为了提高下载量、日活、月活、留存率", "children" : [ ] }, { "id" : "81", "name" : "电商类：销售额、订单量、转化率、客单价、复购", "children" : [ ] }, { "id" : "83", "name" : "社区类发帖量、评论量、点赞量转发量、浏览量", "children" : [ ] } ] }, { "id" : "85", "name" : "市场热点", "children" : [ { "id" : "87", "name" : "春节、情人节、双十一、中秋节，不客气预测的热点不适合拿来策划活动", "children" : [ ] } ] }, { "id" : "89", "name" : "竞品动态", "children" : [ { "id" : "91", "name" : "比较适合市场跟跟踪型的公司", "children" : [ ] } ] }, { "id" : "93", "name" : "目标人群", "children" : [ { "id" : "95", "name" : "为了满足用户需求", "children" : [ ] }, { "id" : "97", "name" : "为了提升某类人群在产品上的数据", "children" : [ ] } ] }, { "id" : "99", "name" : "领导观点", "children" : [ { "id" : "101", "name" : "趋势的预判以及他们关注的重点方向", "children" : [ ] } ] } ] }, { "id" : "103", "name" : "TIP活动形式模型", "children" : [ { "id" : "105", "name" : "营销工具", "children" : [ { "id" : "107", "name" : "现金红包", "children" : [ ] }, { "id" : "109", "name" : "折扣卷", "children" : [ ] }, { "id" : "111", "name" : "体验卷", "children" : [ ] }, { "id" : "113", "name" : "兑换卷", "children" : [ ] }, { "id" : "115", "name" : "满减卷", "children" : [ ] }, { "id" : "117", "name" : "增值服务", "children" : [ ] }, { "id" : "119", "name" : "实物奖励", "children" : [ ] } ] }, { "id" : "121", "name" : "场景", "children" : [ { "id" : "123", "name" : "抽奖", "children" : [ ] }, { "id" : "125", "name" : "满送场景", "children" : [ ] }, { "id" : "127", "name" : "分类电商", "children" : [ ] }, { "id" : "129", "name" : "秒杀", "children" : [ ] }, { "id" : "131", "name" : "邀请", "children" : [ ] }, { "id" : "133", "name" : "拼团", "children" : [ ] }, { "id" : "135", "name" : "排名", "children" : [ ] }, { "id" : "137", "name" : "竞猜", "children" : [ ] } ] }, { "id" : "139", "name" : "包装", "children" : [ { "id" : "141", "name" : "人群", "children" : [ ] }, { "id" : "143", "name" : "场景", "children" : [ ] }, { "id" : "145", "name" : "故事", "children" : [ ] } ] } ] }, { "id" : "147", "name" : "活动目的", "children" : [ { "id" : "149", "name" : "拉新目的", "children" : [ { "id" : "151", "name" : "新增", "children" : [ ] }, { "id" : "153", "name" : "新增注册", "children" : [ ] }, { "id" : "155", "name" : "新增下载", "children" : [ ] } ] }, { "id" : "157", "name" : "促活目的", "children" : [ { "id" : "159", "name" : "产品日活（峰值）", "children" : [ ] }, { "id" : "161", "name" : "月活（排重）", "children" : [ ] }, { "id" : "163", "name" : "某项功能的日活（渗透）", "children" : [ ] } ] }, { "id" : "165", "name" : "留存目的", "children" : [ { "id" : "167", "name" : "次日留存", "children" : [ ] }, { "id" : "169", "name" : "3日留存", "children" : [ ] }, { "id" : "171", "name" : "7日留存", "children" : [ ] }, { "id" : "173", "name" : "30日留存", "children" : [ ] } ] }, { "id" : "175", "name" : "品牌目的", "children" : [ { "id" : "177", "name" : "百度指数", "children" : [ ] }, { "id" : "179", "name" : "微信指数", "children" : [ ] }, { "id" : "181", "name" : "微博指数", "children" : [ ] }, { "id" : "183", "name" : "话题阅读量", "children" : [ ] }, { "id" : "185", "name" : "媒体传播量", "children" : [ ] } ] }, { "id" : "187", "name" : "转化目的", "children" : [ { "id" : "189", "name" : "付费人数", "children" : [ ] }, { "id" : "191", "name" : "新增付费人数", "children" : [ ] }, { "id" : "193", "name" : "销售总额", "children" : [ ] }, { "id" : "195", "name" : "付费订单总量", "children" : [ ] }, { "id" : "197", "name" : "人均客单价", "children" : [ ] } ] } ] }, { "id" : "199", "name" : "活动PRD", "children" : [ { "id" : "201", "name" : "项目综述", "children" : [ ] }, { "id" : "203", "name" : "功能点展示样式与逻辑", "children" : [ ] }, { "id" : "205", "name" : "配置页面与后台", "children" : [ ] }, { "id" : "207", "name" : "数据埋点与统计", "children" : [ ] } ] }, { "id" : "209", "name" : "基于用户生命周期设置营销工具", "children" : [ { "id" : "211", "name" : "新手期", "children" : [ { "id" : "213", "name" : "新手红包", "children" : [ ] }, { "id" : "215", "name" : "新手特权", "children" : [ ] } ] }, { "id" : "217", "name" : "成长期", "children" : [ { "id" : "219", "name" : "100元热选三件", "children" : [ ] }, { "id" : "221", "name" : "满减", "children" : [ ] } ] }, { "id" : "223", "name" : "成熟期", "children" : [ { "id" : "225", "name" : "换购", "children" : [ ] } ] }, { "id" : "227", "name" : "衰退期", "children" : [ { "id" : "229", "name" : "签到红包", "children" : [ ] } ] }, { "id" : "231", "name" : "流失期", "children" : [ { "id" : "233", "name" : "无门槛红包", "children" : [ ] } ] } ] }, { "id" : "235", "name" : "活动数据", "children" : [ { "id" : "237", "name" : "活动推广", "children" : [ { "id" : "239", "name" : "广告曝光量", "children" : [ ] }, { "id" : "241", "name" : "用户点击率", "children" : [ ] }, { "id" : "243", "name" : "用户行为漏斗", "children" : [ ] } ] }, { "id" : "245", "name" : "页面数据", "children" : [ { "id" : "247", "name" : "活动页面UV PV 付费用户", "children" : [ ] }, { "id" : "249", "name" : "各级页面转化率交易金额", "children" : [ ] }, { "id" : "251", "name" : "新增注册用户", "children" : [ ] } ] }, { "id" : "253", "name" : "行为指标", "children" : [ { "id" : "255", "name" : "参与量分享率", "children" : [ ] }, { "id" : "257", "name" : "客单价", "children" : [ ] }, { "id" : "259", "name" : "消费品类", "children" : [ ] } ] } ] } ] }]