{"id":10052,"date":"2018-05-01T12:21:48","date_gmt":"2018-05-01T04:21:48","guid":{"rendered":"https:\/\/www.growthhk.cn\/?p=10052"},"modified":"2018-05-01T12:21:48","modified_gmt":"2018-05-01T04:21:48","slug":"%e5%8c%97%e6%9e%81%e6%98%9f%e6%8c%87%e6%a0%87-vs-%e7%be%a4%e6%98%9f%e6%8c%87%e6%a0%87-%e5%a2%9e%e9%95%bf%e8%90%a5%e9%94%80%e5%a6%82%e4%bd%95%e8%83%b8%e4%b8%ad%e6%9c%89","status":"publish","type":"post","link":"https:\/\/www.growthhk.cn\/cgo\/10052.html","title":{"rendered":"\u5317\u6781\u661f\u6307\u6807 vs. \u201c\u7fa4\u661f\u6307\u6807\u201d &#8211; \u589e\u957f\u8425\u9500\u5982\u4f55\u201c\u80f8\u4e2d\u6709\u6570\u201d\uff1f"},"content":{"rendered":"<p>\u8fd1\u4e24\u5e74\uff0c\u5728<span class=\"wpcom_keyword_link\"><a href=\"https:\/\/www.growthhk.cn\/\" target=\"_blank\" title=\"\u589e\u957f\u9ed1\u5ba2\">\u589e\u957f\u9ed1\u5ba2<\/a><\/span>\u5708\u4e2d\u5f88\u706b\u7684\u4e00\u4e2a\u8bcd\u4fbf\u662f\u201c<span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/omtm\" title=\"\u5317\u6781\u661f\u6307\u6807\" target=\"_blank\">\u5317\u6781\u661f\u6307\u6807<\/a><\/span>\u201d \uff08North Star Metric\uff09\uff0c\u90a3\u4e48\uff0c<a href=\"https:\/\/www.growthhk.cn\/cgo\">\u589e\u957f\u8425\u9500<\/a>\uff08growth marketer\uff09\u3001<a href=\"https:\/\/www.growthhk.cn\/product\">\u4ea7\u54c1\u8fd0\u8425<\/a>\u6216\u8005\u521b\u4e1a\u8005\u5230\u5e95\u5e94\u4e0d\u5e94\u8be5\u627e\u5bfb\u4e14\u4ec5\u4ec5\u9075\u5faa\u4e00\u4e2a<span class=\"wpcom_keyword_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/OMTM\" target=\"_blank\" title=\"\u5317\u6781\u661f\u6307\u6807\">\u5317\u6781\u661f\u6307\u6807<\/a><\/span>\u5462\uff1f\u8fd9\u7bc7\u5b66\u4e60\u7b14\u8bb0\u5c06\u5bf9\u6b64\u8fdb\u884c\u8be6\u7ec6\u8ba8\u8bba\u3002<\/p>\n<p>\u4ec0\u4e48\u662f\u5317\u6781\u661f\u6307\u6807\uff1f\u4e3a\u4ec0\u4e48\u9700\u8981\u5b83\uff1f<\/p>\n<p>\u6839\u636e\u589e\u957f\u9ed1\u5ba2\u5148\u9a71Sean Ellis\u7684\u5b9a\u4e49\uff0c\u5317\u6781\u661f\u6307\u6807\u662f\u80fd\u6700\u597d\u8868\u73b0\u4ea7\u54c1\u4f20\u9012\u7ed9\u5ba2\u6237\u7684\u6838\u5fc3\u4ef7\u503c\u7684\u552f\u4e00\u6307\u6807\uff08The North Star Metric is the single metric that best captures the core value that your product delivers to customers.\uff09\u3002<\/p>\n<h3><img decoding=\"async\" class=\"alignnone size-full wp-image-10053\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/\u5317\u6781\u661f\u6307\u6807.png\" alt=\"\" width=\"597\" height=\"132\" \/><\/h3>\n<p>\u5bf9\u4e8e\u5f88\u591a\u4ea7\u54c1\u6216\u4f01\u4e1a\u6765\u8bf4\uff0c\u8fd9\u4e2a\u6307\u6807\u4e4b\u6240\u4ee5\u91cd\u8981\uff0c\u662f\u56e0\u4e3a\u5b83\u53ef\u4ee5\u7528\u6765\u8c03\u6574\u6218\u7565\u5e03\u5c40\uff0c\u6307\u5f15\u5168\u5458\u96c6\u4e2d\u706b\u529b\uff0c\u5b8c\u6210\u4e00\u4e2a\u5171\u540c\u7684\u76ee\u6807\u3002\u800c\u53ea\u6709\u627e\u5bf9\u8fd9\u4e00\u6307\u6807\u624d\u80fd\u8fbe\u5230\u4e0a\u8ff0\u7684\u6548\u679c\u3002<\/p>\n<h3>\u5982\u4f55\u627e\u51c6\u5317\u6781\u661f\u6307\u6807\uff1f<\/h3>\n<p>\u4e00\u4e2a\u7ecf\u5178\u7684\u9519\u8bef\u4f7f\u7528\u5317\u6781\u661f\u6307\u6807\u800c\u5931\u8d25\u7684\u6848\u4f8b\u4fbf\u662fMySpace\u3002\u8fd9\u4e2a\u6bd4Facebook\u8fd8\u8981\u5386\u53f2\u60a0\u4e45\u7684\u793e\u4ea4\u7f51\u7edc\u56e0\u4e3a\u4f7f\u7528\u6ce8\u518c\u7528\u6237\u6570\u91cf\u4f5c\u4e3a\u5317\u6781\u661f\u6307\u6570\uff0c\u800c\u957f\u671f\u4e50\u89c2\u4f30\u8ba1\u5f62\u52bf\uff08\u5f88\u591a\u6ce8\u518c\u7528\u6237\u5e76\u975e\u6d3b\u8dc3\u7528\u6237\uff0c\u751a\u81f3\u5df2\u7ecf\u5f88\u957f\u65f6\u95f4\u4e0d\u767b\u9646\u7f51\u7ad9\u4e86\uff09\uff0c\u7f3a\u4e4f\u589e\u957f\u52a8\u529b\uff0c\u6700\u7ec8\u5bfc\u81f4\u5931\u8d25\u3002\u800c\u201c\u5c0f\u5f1f\u5f1f\u201dFacebook\u5374\u4f7f\u7528\u6708\u6d3b\u7528\u6237\u6570\u91cf\u6765\u4f5c\u4e3a\u5b83\u7684\u4e3b\u8981\u6c47\u62a5\u6307\u6807\uff0c\u51c6\u786e\u7684\u6293\u4f4f\u4e86\u793e\u4ea4\u7f51\u7edc\u7684\u6838\u5fc3\u547d\u8109\u5e76\u4e14\u5236\u5b9a\u7684\u6240\u6709\u7b56\u7565\u90fd\u662f\u56f4\u7ed5\u8fd9\u4e00\u6307\u6807\u7684\u589e\u957f\u800c\u5c55\u5f00\u7684\uff0c\u4f7fFacebook\u5feb\u901f\u8fc8\u5411\u6210\u529f\u3002<\/p>\n<p>\u7ecf\u8fc7\u9605\u8bfb\u548c\u5b66\u4e60\u4e0d\u5c11\u8d44\u6599\uff0c\u6211\u603b\u7ed3\u4e86\u4e00\u4e0b\uff0c\u627e\u51c6\u5317\u6781\u661f\u6307\u6807\u9664\u4e86\u8981\u627e\u5230\u6700\u80fd\u4f53\u73b0\u4f01\u4e1a\/\u4ea7\u54c1\u7ed9\u5ba2\u6237\u5e26\u6765\u7684\u4ef7\u503c\u4ee5\u5916\uff0c\u8fd8\u8981\u6ce8\u610f\u4ee5\u4e0b3\u70b9\uff1a<\/p>\n<h3>1. \u80fd\u5426\u53cd\u5e94\u7528\u6237\u4e0e\u4f01\u4e1a\/\u4ea7\u54c1\u7684\u4e92\u52a8\u60c5\u51b5<\/h3>\n<p>\u6ce8\u518c\u7528\u6237\u6570\u91cf\u4fbf\u662f\u4e00\u4e2a\u53ea\u80fd\u589e\u957f\u4e0d\u4f1a\u964d\u4f4e\u7684\u6307\u6807\uff0c\u5b83\u4ec5\u4ec5\u5c55\u793a\u4e86\u4f01\u4e1a\u9759\u6001\u7684\u4e00\u9762\uff0c\u4f7f\u7528\u8fd9\u6837\u65e0\u6cd5\u53cd\u5e94\u7528\u6237\u5728\u67d0\u4e00\u7279\u5b9a\u65f6\u95f4\u6bb5\/\u70b9\u7684\u4e92\u52a8\u60c5\u51b5\u6216\u6d3b\u8dc3\u5ea6\u7684\u6307\u6807\u4f1a\u5bf9\u4f01\u4e1a\u7684\u5b9e\u9645\u60c5\u51b5\u4ea7\u751f\u8bef\u5bfc\u3002<\/p>\n<h3>2. \u80fd\u5426\u53cd\u5e94\u4f01\u4e1a\u6574\u4f53\u662f\u5426\u6210\u529f<\/h3>\n<p>\u5317\u6781\u661f\u6307\u6807\u8981\u80fd\u8868\u73b0\u4f01\u4e1a\u6574\u4f53\u8d70\u5411\uff0c\u5e76\u4e14\u4e0e\u4f01\u4e1a\u7684\u6210\u529f\u606f\u606f\u76f8\u5173\u3002<\/p>\n<p>\u6bd4\u5982\u4e00\u4e2a\u97f3\u9891\u8282\u76eeApp\u5982\u679c\u5236\u5b9a\u5e7f\u544a\u6536\u5165\u4e3a\u5317\u6781\u661f\u6307\u6807\u5c31\u6709\u53ef\u80fd\u964d\u4f4e\u6d3b\u8dc3\u7528\u6237\u6570\u91cf\uff0c\u56e0\u4e3a\u5927\u5bb6\u90fd\u4e0d\u559c\u6b22\u6536\u542c\u5e7f\u544a\uff0c\u76f2\u76ee\u7684\u8ffd\u6c42\u8fd9\u4e00\u6307\u6807\u53ef\u80fd\u4f1a\u5bfc\u81f4\u7528\u6237\u7684\u6d41\u5931\u3002<\/p>\n<p>\u518d\u6bd4\u5982\u4e00\u4e2a\u7535\u5546\u7f51\u7ad9\u7528\u5e73\u5747\u5ba2\u5355\u4ef7\/\u5e73\u5747\u8d2d\u4e70\u4ef7\u503c\u6765\u4f5c\u4e3a\u5317\u6781\u661f\u6307\u6807\uff0c\u5c31\u4f1a\u5bfc\u81f4\u5ffd\u7565\u65b0\u7528\u6237\u53ca\u8fd8\u672a\u8d2d\u4e70\u7528\u6237\uff0c\u76f8\u5f53\u4e8e\u4e3b\u52a8\u653e\u5f03\u8fd9\u90e8\u5206\u672c\u6709\u53ef\u80fd\u8f6c\u5316\u7684\u7528\u6237\uff0c\u76f2\u76ee\u6ce8\u91cd\u589e\u52a0\u5df2\u6709\u5ba2\u6237\u5e73\u5747\u5ba2\u5355\u4ef7\uff0c\u6025\u529f\u8fd1\u5229\uff0c\u4e0e\u4f01\u4e1a\u6210\u529f\u80cc\u9053\u800c\u9a70\u3002<\/p>\n<h3>3. \u80fd\u5426\u5177\u6709\u64cd\u4f5c\u6027\uff08actionable\uff09<\/h3>\n<p>\u5317\u6781\u661f\u6307\u6807\u5e94\u8be5\u6765\u6e90\u4e8e\u6709\u64cd\u4f5c\u6027\u3001\u53ef\u4ee5\u63d0\u9ad8\u7684\u4e8b\u9879\uff0c\u800c\u4e14\u8fd9\u4e9b\u4e8b\u9879\u662f\u53ef\u4ee5\u88ab\u8bc6\u522b\u7684\u3001\u4e0d\u662f\u6a21\u7cca\u6216\u8005\u62bd\u8c61\u7684\u3002\u4e0b\u56fe\u662f\u4ee5Spotify\u4e3a\u4f8b\uff0c\u5728\u4e00\u4e9b\u5177\u4f53\u7684\u4e8b\u9879\u4e0a\u52a0\u5927\u6295\u5165\uff0c\u5c31\u4f1a\u76f8\u5e94\u7684\u4ea7\u51fa\u66f4\u4f73\u7684\u5317\u6781\u661f\u6307\u6807\u3002<\/p>\n<p><img decoding=\"async\" class=\"alignnone size-medium wp-image-10054\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/\u5317\u6781\u661f\u6307\u6807\u64cd\u4f5c-600x374.png\" alt=\"\" width=\"600\" height=\"374\" \/><\/p>\n<p>\u5317\u6781\u661f\u6307\u6807\u771f\u7684\u80fd\u4ee5\u4e00\u5f53\u767e\u5417\uff1f<\/p>\n<p>\u5317\u6781\u661f\u6307\u6807\u81ea\u8eab\u4e5f\u6709\u4e00\u4e9b\u5c40\u9650\u6027\u3002<\/p>\n<h3>\u5317\u6781\u661f\u6307\u6807\u7684\u5c40\u9650\u6027\u4e3b\u8981\u8868\u73b0\u5728\u4ee5\u4e0b2\u70b9\uff1a<\/h3>\n<p><strong>1. \u6709\u4e9b\u65f6\u5019\uff0c\u5317\u6781\u661f\u6307\u6807\u53ef\u80fd\u662f\u4e2a\u6ede\u540e\u6307\u6807<\/strong><\/p>\n<p>GMV\uff08\u5546\u54c1\u4ea4\u6613\u603b\u989d\uff09\u662f\u5f88\u591a\u4f01\u4e1a\uff0c\u7279\u522b\u662f\u7535\u5546\u559c\u6b22\u7528\u7684\u4e3b\u8981\u6307\u6807\uff0c\u8fd9\u4e2a\u6307\u6807\u5176\u5b9e\u5c31\u5177\u6709\u4e00\u5b9a\u7684\u6ede\u540e\u6027\uff0c\u53ef\u80fd\u4f1a\u5ffd\u7565\u589e\u957f\u4e2d\u7684\u4e00\u4e9b\u95ee\u9898\uff0c\u6bd4\u5982\u660e\u660eGMV\u589e\u52a0\u4e86\uff0c\u4f46\u53ef\u80fd\u6d3b\u8dc3\u7528\u6237\u6570\u662f\u51cf\u5c11\u7684\uff0c\u5927\u591a\u6570\u7684\u589e\u52a0\u53ea\u662f\u6765\u6e90\u4e8e\u5c11\u6570\u5fe0\u5b9e\u7528\u6237\u8d2d\u4e70\u91cf\u7684\u589e\u52a0\u3002<\/p>\n<p><strong>2. 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target=\"_blank\">\u7fa4\u661f\u6307\u6807<\/a><\/span>\u201d\uff1f<\/p>\n<p>\u5317\u6781\u661f\u6307\u6807\u7684\u786e\u80fd\u591f\u5341\u5206\u6709\u6548\u7684\u5e2e\u52a9\u4f01\u4e1a\u96c6\u4e2d\u8d44\u6e90\u548c\u7cbe\u529b\u3001\u4e13\u6ce8\u4e8e\u589e\u957f\u3001\u8fbe\u5230\u67d0\u4e00\u5171\u540c\u76ee\u6807\uff0c\u4f46\u662f\u9488\u5bf9\u5317\u6781\u661f\u6307\u6807\u7684\u5c40\u9650\u6027\uff0c\u589e\u52a0\u7b2c\u4e8c\u4e2a\u8f85\u52a9\u6307\u6807\u6216\u8005\u6784\u5efa\u4e00\u4e2a\u201c\u7fa4\u661f\u6307\u6807\u201d\u4f53\u7cfb\uff08\u4e5f\u8bb8\u53eb\u201c\u536b\u661f\u6307\u6807\u201d\u66f4\u5408\u9002\uff09\u4e5f\u662f\u5341\u5206\u63a8\u8350\u7684\u3002<\/p>\n<p>\u201c\u7fa4\u661f\u6307\u6807\u201d\u7684\u8bbe\u5b9a\u53ef\u4ee5\u56f4\u7ed5\u5317\u6781\u661f\u6307\u6807\uff0c\u4f46\u8986\u76d6\u7528\u6237\u83b7\u53d6-\u7559\u5b58-\u4e92\u52a8-\u6536\u5165\u7b49\u4f01\u4e1a\u81f3\u5173\u91cd\u8981\u7684\u65b9\u9762\uff0c\u662f\u5317\u6781\u661f\u6307\u6807\u7684\u8f93\u5165\u6307\u6807\u3002\u4f46\u201c\u7fa4\u661f\u6307\u6807\u201d\u4e0d\u5e94\u8be5\u8fc7\u591a\uff0c\u4ee5\u9632\u56e2\u961f\u5931\u53bb\u4e13\u6ce8\u529b\u3002<\/p>\n<p>\u201c\u7fa4\u661f\u6307\u6807\u201d\u7684\u771f\u6b63\u610f\u4e49\u5728\u4e8e\u80fd\u5168\u9762\u53cd\u5e94\u4f01\u4e1a\u53d1\u5c55\u5065\u5eb7\uff0c\u5e76\u4e14\u4e3a\u5317\u6781\u661f\u6307\u6807\u7684\u53d8\u52a8\u63d0\u4f9b\u89e3\u91ca\u548c\u68c0\u6d4b\u3002\u6bd4\u5982\u7535\u5546\u5e73\u53f0\uff0c\u5b83\u7684\u5317\u6781\u661f\u6307\u6807\u53ef\u80fd\u662fGMV\uff0c\u4f46\u8fd8\u9700\u8981\u76f8\u5e94\u7684\u91cd\u8981\u4e70\u5bb6\u6307\u6807\u548c\u5356\u5bb6\u6307\u6807\u6765\u5e2e\u52a9\u5b83\u6355\u6349\u5230\u5e73\u53f0\u53cc\u65b9\u53d1\u5c55\u7684\u5168\u8c8c\uff0c\u5e76\u4e14\u76f8\u5e94\u5730\u8fdb\u884c\u6539\u5584\u548c\u63d0\u9ad8\u3002<\/p>\n<p>\u7b80\u8a00\u4e4b\uff0c\u5317\u6781\u661f\u6307\u6807\u7684\u76ee\u7684\u662f\u4f60\u80fd\u50cf\u6fc0\u5149\u4e00\u6837\u805a\u7126\u5728\u8d62\u5f97\u7528\u6237\u7684\u5236\u80dc\u4e00\u6b65\u4e0a\uff0c\u800c\u201c\u7fa4\u661f\u6307\u6807\u201d\u5219\u5e2e\u52a9\u4f60\u5411\u540e\u9000\u4e0a\u4e00\u6b65\uff0c\u770b\u6e05\u8fd9\u76d8\u68cb\u7684\u5168\u8c8c\u3002<\/p>\n<p>\u6587\uff1a\u83ab\u62c9@\u83ab\u62c9<span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/%e5%a2%9e%e9%95%bf%e8%90%a5%e9%94%80\" title=\"\u589e\u957f\u8425\u9500\" target=\"_blank\">\u589e\u957f\u8425\u9500<\/a><\/span>\u7814\u4e60\u793e<\/p>\n<p><span id=\"more-9912\"><\/span><strong>\u76f8\u5173\u6587\u7ae0\u63a8\u8350\uff1a<\/strong><\/p>\n<blockquote><p>\u300a<a href=\"https:\/\/www.growthhk.cn\/cgo\/9912.html\">\u9996\u5e2d\u589e\u957f\u5b98\u7684\u5317\u6781\u661f\u6307\u6807\uff1a\u65b0\u7528\u6237\u6fc0\u6d3b<\/a>\u300b<br \/>\u300a<a href=\"https:\/\/www.growthhk.cn\/cgo\/9914.html\">CGO\u53c2\u8003\uff1a\u643a\u7a0b\u4e2a\u6027\u5316\u63a8\u8350\u7b97\u6cd5\u5b9e\u8df5<\/a>\u300b<br \/>\u300a<a 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