{"id":10019961,"date":"2024-04-03T00:00:00","date_gmt":"2024-04-03T00:00:00","guid":{"rendered":"https:\/\/itmax.cn\/?p=10019961"},"modified":"-0001-11-30T00:00:00","modified_gmt":"-0001-11-29T16:00:00","slug":"","status":"publish","type":"post","link":"https:\/\/itmax.cn\/?p=10019961","title":{"rendered":"\u7535\u5546\u4ea7\u54c1\u5e94\u8be5\u5173\u6ce8\u76845\u5927\u8fd0\u8425\u6307\u6807"},"content":{"rendered":"

<\/p>\n

\u8eab\u4e3a\u4e00\u4e2a\u7535\u5546\u5e73\u53f0\u7684 PM \u4f60\u662f\u5426\u7fa1\u6155\u8fc7\u5176\u4ed6\u793e\u7fa4\u7c7b\u3001\u5de5\u5177\u7c7b\u4ea7\u54c1\uff0c\u4e00\u5f00\u59cb\u4e0d\u592a\u9700\u8981\u60f3\u5546\u4e1a\u5316\u7684\u95ee\u9898\uff0c\u53ea\u9700\u8981\u5148\u601d\u8003\u5982\u4f55\u670d\u52a1\u597d\u7528\u6237\u3001\u4f18\u5316\u4f53\u9a8c\u5373\u53ef\u3002<\/p>\n

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\u7535\u5546\u516c\u53f8\u6700\u91cd\u8981\u7684\u4ea7\u54c1\u5e76\u4e0d\u662f\u7f51\u7ad9\uff0c\u800c\u662f\u5546\u54c1\u672c\u8eab\u3002<\/strong><\/p>\n

\u56e0\u4e3a\u7535\u5546\u7c7b\u7684\u516c\u53f8\u5546\u4e1a\u6a21\u5f0f\u5f88\u6e05\u6670\uff0c\u8bc9\u6c42\u5f88\u660e\u786e\uff0c\u5fc5\u5b9a\u662f\u7531\u4e1a\u52a1\u9a71\u52a8\u4ea7\u54c1\u5f00\u53d1\u7684\uff0c\u56e0\u6b64\u6bd4\u8d77\u5176\u4ed6\u4ea7\u54c1PM\uff0c\u6211\u4eec\u683c\u5916\u4f1a\u88ab\u8001\u677f\/\u4e1a\u52a1\u7684\u9700\u6c42\u6e05\u5355\u63a8\u7740\u8dd1\uff0c\u5982\u4f55\u4e0e\u8de8\u90e8\u95e8\u540c\u4e8b\u901a\u8fc7\u6570\u636e\u6c9f\u901a\u662f\u975e\u5e38\u91cd\u8981\u7684\u3002<\/p>\n

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\u6838\u5fc3\u516c\u5f0f\uff1a<\/p>\n

GMV=\u6d41\u91cf\u00d7\u8f6c\u5316\u7387\u00d7\u5ba2\u5355\u4ef7<\/strong><\/p>\n

\u9996\u5148\uff0c\u4ecb\u7ecd\u4e94\u5927\u6307\u6807\u524d\uff0c\u7535\u5546 PM \u5fc5\u987b\u8981\u628a\u8fd9\u4e2a\u516c\u5f0f\u523b\u5728\u5fc3\u4e0a\u3002<\/p>\n

\u540d\u8bcd\u89e3\u91ca\uff1aGMV \u4e0e Revenue \u6709\u4f55\u5dee\u5f02\uff1fGMV(Gross Merchandise Value) \u6307\u7684\u662f\u7f51\u7ad9\u6210\u4ea4\u91d1\u989d\uff0c\u5b9e\u9645\u6307\u7684\u662f\u603b\u4ea4\u6613\u8ba2\u5355\u91d1\u989d\uff0c \u5305\u542b\u4ed8\u6b3e\u548c\u672a\u4ed8\u6b3e\u7684\u90e8\u5206\uff0c\u4e5f\u5c31\u662f\u6db5\u76d6\u4e86\u9000\u8d27\u4e0e\u53d6\u6d88\u8ba2\u5355\u7684\u91d1\u989d\uff1bRevenue \u5219\u662f\u6307\u5b9e\u9645\u6210\u4ea4\u91d1\u989d\uff0c\u4f1a\u5c0f\u4e8e GMV\u3002<\/p>\n

\u524d\u4e09\u5927\u6307\u6807\u300c\u6d41\u91cf\u300d\u3001\u300c\u8f6c\u5316\u300d\u3001\u300c\u7528\u6237\u300d\u5c06\u4ece\u8fd9\u4e2a\u516c\u5f0f\u7684\u8109\u7edc\u53bb\u8bf4\u660e\uff1a<\/p>\n

\u4e00\u3001\u6d41\u91cf\u6307\u6807\uff1a\u5982\u4f55\u83b7\u53d6\u7528\u6237\uff1f<\/h2>\n

\u5173\u952e\u6570\u636e\uff1aUV\u3001PV<\/strong><\/p>\n

\u9664\u4e86\u884c\u9500\u540c\u4e8b\u65e5\u5e38\u7684\u4e1a\u52a1\u5916\uff0c\u4ea7\u54c1\u56e2\u961f\u53ef\u4ee5\u5207\u5165\u7684\u89d2\u5ea6\u662f\u6253\u78e8\u4e0e\u4fdd\u969c\u7528\u6237\u4f53\u9a8c\u7684\u987a\u7545\u4e0e\u5b8c\u6574\uff0c\u8fdb\u800c\u8fbe\u5230\u300c\u53e3\u7891\u4f20\u64ad\u300d\u7684\u88c2\u53d8\u6548\u679c\uff1b\u540c\u65f6\u4fdd\u6301\u4e0e\u8425\u9500\u90e8\u95e8\u7684\u6c9f\u901a\u4e0e\u540c\u6b65\u662f\u5f88\u91cd\u8981\u7684\uff0c\u4e86\u89e3\u4ed6\u4eec\u64cd\u4f5c\u7684\u6d41\u91cf\u6e20\u9053\u4e0e\u7b56\u7565\uff0c\u80fd\u591f\u5e2e\u52a9\u4f60\u5728\u601d\u8003\u4e0e\u4e86\u89e3\u5b8c\u6574\u7684 User Journey\uff0c\u5e76\u5c06\u4e0d\u540c\u4ea7\u54c1\u5206\u5f00\u601d\u8003\uff0cPC\u3001Mobile\u3001App \u7684\u6d41\u91cf\u6e20\u9053\u4e0d\u540c\uff0c\u4f53\u9a8c\u4f18\u5316\u5e94\u6709\u76f8\u5bf9\u5e94\u4e0d\u540c\u7684\u7b56\u7565\u4e0e\u8bbe\u8ba1\u3002<\/p>\n

<\/div>\n

\u6709\u4e9b\u4ea7\u54c1\u56e2\u961f\u4f1a\u6709\u7528\u6237\u589e\u957fPM\u7684\u914d\u7f6e\uff0c\u8ba9\u83b7\u53d6\u6d41\u91cf\u901a\u8fc7\u6280\u672f\u7684\u65b9\u5f0f\u53ef\u4ee5\u66f4\u6709\u6548\u7387\uff0c\u4f8b\u5982\u5f00\u53d1\u5c0f\u7a0b\u5e8f\u6216\u662f\u7279\u6b8a\u6d3b\u52a8\u9875\u9762\u7b49\u3002<\/p>\n

    \n
  • UV(Unique visitor) = \u8bbf\u95ee\u5e73\u53f0\u7684\u53bb\u91cd\u7528\u6237\u6570\uff0c\u771f\u6b63\u9020\u8bbf\u7684\u7528\u6237\u6570\uff0c\u7f51\u7ad9\u8981\u80fd\u4e00\u76f4\u5438\u5f15\u5230\u65b0\u7528\u6237\u624d\u80fd\u6301\u7eed\u6210\u957f\u3002<\/li>\n
  • PV(Page views) = \u7528\u6237\u8bbf\u95ee\u5e73\u53f0\u7684\u603b\u6b21\u6570\uff0c\u88ab\u6d4f\u89c8\u8fc7\u7684\u5546\u54c1\uff0c\u5546\u54c1\u672c\u8eab\u7684\u5438\u5f15\u529b\u7a0b\u5ea6\uff0c\u901a\u5e38\u88ab\u7528\u6765\u770b\u7535\u5546\u5e73\u53f0\u4e0a\u5546\u54c1\u7684\u70ed\u95e8\u7a0b\u5ea6\u3002<\/li>\n<\/ul>\n

    \u4e8c\u3001\u8f6c\u5316\u6307\u6807\uff1a\u6d41\u91cf\u8fdb\u6765\u540e\u662f\u5426\u6709\u6548\u8f6c\u5316\u8ba2\u5355\uff1f<\/h2>\n

    \u5173\u952e\u6570\u636e\uff1aCVR<\/strong>(\u5404\u9875\u9762\u7684\u8f6c\u6362\u7387\u6f0f\u6597)<\/p>\n

    \u5e94\u8be5\u662f PM \u6700\u719f\u6089\u7684\u4e00\u4e2a\u6307\u6807\uff0c\u4ece\u8fdb\u7ad9\u540e\u7684 User Journey \u53bb\u7406\u6e05\u5404\u6b65\u9aa4\u9875\u9762\u6f0f\u6597\u7684\u8f6c\u5316\u7387\uff0c\u6b64\u65f6\u5206\u6e05\u695a\u4ea7\u54c1\u529f\u80fd\u91cc\u7684\u300c\u4fe1\u606f\u6d41\u300d\u4e0e\u300c\u4efb\u52a1\u6d41\u300d\u662f\u975e\u5e38\u91cd\u8981\u7684\uff0c\u7528\u6237\u8df3\u51fa\u4e0d\u5916\u4e4e\u662f\u300c\u4ea7\u54c1\u4fe1\u606f\u5185\u5bb9\u4e0d\u5145\u8db3\u300d\u6216\u662f\u300c\u4fe1\u606f\u4e30\u5bcc\u4f46\u7528\u6237\u65e0\u6cd5\u6709\u6548\u7387\u5730\u5b8c\u6210\u627e\u5230\u5546\u54c1\u7684\u4efb\u52a1\u300d\u3002<\/p>\n

    \u4fe1\u606f\u6d41\u662f\u4ece\u5546\u54c1\u4f9b\u7ed9\u89d2\u5ea6\u63d0\u4f9b\u7684\u5185\u5bb9\u4e0e\u8d44\u8baf\uff0c\u4f8b\u5982\u5546\u54c1\u89c4\u683c\u3001\u8bc4\u4ef7\u3001\u5bfc\u8d2d\u6587\u7ae0\u7b49\uff1b\u4efb\u52a1\u6d41\u662f\u4ece\u7528\u6237\u9700\u6c42\u7684\u89d2\u5ea6\u53bb\u641c\u7d22\u5e76\u627e\u5230\u4ed6\u6240\u9700\u8981\u7684\uff0c\u4f8b\u5982\u641c\u7d22\u7b5b\u9009\u5668\u3001\u70ed\u9500\u6392\u884c\u699c\u3001\u731c\u4f60\u559c\u6b22\u7b49\u3002<\/p>\n

    CVR \u8fd9\u4e2a\u6307\u6807\u662f\u6709\u70b9\u7384\u7684\uff0c\u8981\u770b\u5404\u529f\u80fd\u76ee\u6807\u662f\u4ec0\u4e48\uff0c\u4ea7\u54c1\u7684\u529f\u80fd\u7ec8\u6781\u76ee\u6807\u90fd\u662f\u8981\u4fc3\u4f7f\u7528\u6237\u6267\u884c\u4e0b\u5355\u7684\u52a8\u4f5c\uff0c\u4f46\u6bcf\u4e2a\u529f\u80fd\u8ddf\u9875\u9762\u8981\u8ffd\u8e2a\u7684\u4e8b\u4ef6\u4f1a\u6709\u5dee\u5f02\uff0c\u4ee5\u81f4\u4e8e\u5206\u5b50\u4e0e\u5206\u6bcd\u7684\u5b9a\u4e49\u53ef\u80fd\u4f1a\u4e0d\u540c\uff08\u4e3e\u4f8b\u6765\u8bf4\u300c\u6536\u85cf\u529f\u80fd\u300d\u53ef\u80fd\u5c31\u9700\u8981\u4ee5\u4e0d\u91cd\u590d\u8bbf\u5ba2\u4f5c\u4e3a\u5206\u6bcd\u3001\u6536\u85cf\u6b21\u6570\u4f5c\u4e3a\u5206\u5b50\uff0c\u4e0d\u80fd\u7528session\u6216\u662fpageview\u53bb\u5f53\u5206\u6bcd\uff09\u3002\u4f46\u6574\u4f53\u6765\u8bf4\u4ea7\u54c1\u7ecf\u7406\u901a\u5e38\u8981\u770b\u7684\u5927\u65b9\u5411\u5e94\u8be5\u662fsession\u4e3a\u5206\u6bcd\u7684\u3001\u5230\u7ed3\u7b97\u9875\u9762\u524d\u7684\u5404\u9875click\u4e8b\u4ef6\u4e3a\u5206\u5b50\u7684CVR \uff0c\u8fd0\u8425\u90e8\u95e8\u8981\u770b\u7684\u5e94\u8be5\u662f\u5404\u5546\u54c1pageview\u4e3a\u5206\u6bcd\u3001\u6210\u4ea4\u8ba2\u5355\u91cf\u4e3a\u5206\u5b50CVR\u3002<\/p>\n

    \u4e09\u3001\u7528\u6237\u6307\u6807\uff1a\u8f6c\u5316\u540e\u7684\u6d41\u91cf\u5982\u4f55\u6301\u7eed\u8fd0\u8425\uff0c\u63d0\u9ad8\u8fd9\u4e9b\u6d41\u91cf\u7684\u4ef7\u503c\uff1f<\/h2>\n

    \u5173\u952e\u6570\u636e\uff1a\u5ba2\u5355\u4ef7(AOV)\u3001\u7528\u6237\u7c98\u6027(DAU, MAU)\u3001\u7528\u6237\u7559\u5b58(Retention)<\/strong><\/p>\n

    \u4ecePM\u7684\u89d2\u5ea6\u770b\u63d0\u9ad8\u5ba2\u5355\u4ef7\u7684\u65b9\u5f0f\uff0c\u9664\u4e86\u900f\u8fc7\u63a8\u8350\u7cfb\u7edf\uff06\u5173\u8054\u7cfb\u7edf\u8fdb\u884c\u6346\u7ed1\u9500\u552e\u5916\uff0c\u8fd8\u6709\u6301\u7eed\u7ecf\u8425\u4f1a\u5458(\u5b9a\u4e49\uff1a\u5df2\u5728\u7f51\u7ad9\u4ea7\u751f\u8fc7\u4ea4\u6613\u7684\u7528\u6237)\u8ba9\u5176\u6301\u7eed\u4ea7\u751f\u4ea4\u6613\uff0c\u56e0\u6b64\u6211\u7528\u4e86\u66f4\u5e7f\u4e49\u7684\u300c\u7528\u6237\u6307\u6807\u300d\u6765\u6db5\u76d6\u6b64\u6307\u6807\u7684\u91cd\u70b9\u3002<\/p>\n

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      \n
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