流量变现业务概论——Linkedmall流量变现业务初步分析及系统设计概要

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"作者简介：贺科学（晨末），毕业于北京科技大学，工作10年，在企业级应用架构及研发方面有长期积累。擅长分布式系统架构，擅长复杂业务的领域建模及开发落地，掌握领域驱动设计及开发相关方法论，有实际成熟线上产品案例；2014年入职阿里云，先后参与或主导过阿里云控制台、阿里云容器服务、资源编排服务、云分期等云服务的建设。目前带领小型团队负责新零售业务相关的研发工作，累计C端用户过亿，承接阿里巴巴集团内外众多流量业务的积分兑换实物商品业务。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"除业务以外，个人精力也投入在“复杂业务系统落地过程数字化”这一命题上，目前有一定思考和实际积累。实际工作中有3年带团队全面独立负责复杂业务系统的经验，所以在技术一号位的工作方面有相关的实践和思考。联系邮箱：[email protected]。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"一、业务本质分析","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"1. 流量变现业务的定义","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"流量变现业务，本质是解决流量持有方将一定价值的流量输出给流量需求方，用该价值流量换取对应的商业价值回报的业务。","attrs":{}}]},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"2. 流量变现的参与者","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"流量变现业务有多方参与者，流量持有方、流量需求方，作为业务的直接参与者，构成了业务的主体；“流量” 即C端用户是业务开展的基础，流量变现业务服务平台（Linkedmall或其他类似的流量变现服务的提供者）是业务开展的环境提供者。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"3. 流量变现业务参与者的定义及其对应的核心利益诉求","attrs":{}}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"3.1 流量持有方","attrs":{}}]},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"定义：有自己业务场景，服务一定体量的用户，用户数量达到一定量级的企业。","attrs":{}}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"核心利益诉求：追求流量获得的商业价值回报，回报率越高越好。","attrs":{}}]}]}],"attrs":{}},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"3.2 流量需求方","attrs":{}}]},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"定义：需要通过各种渠道获取用户来参与自有业务的企业","attrs":{}}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"核心利益诉求：使用一定成本换取的流量，能够经过己方业务的利用和放大，形成更大的收益，并有盈利。","attrs":{}}]}]}],"attrs":{}},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"3.3 流量","attrs":{}}]},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"定义：“流量”是在流量需求方和流量持有方的视角的名词，本身其实是C端用户，是消费者，用户本身在流量变现的业务场景下看似不是业务的直接参与者，但是其实是整个业务开展的前提和基础。流量持有方在参与流量变现的上一个业务环节，除了自身主要业务以外，还实际上在用户的获取和活跃方面做了一定的投入并且取得了一定的效果。而流量需求方在获得流量后，除了让获得的流量更多的参与其主要业务以外，还需要在用户的存留、活跃方面继续投入一定的资源，让非自有流量变成自有流量。","attrs":{}}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"核心利益诉求：消费者的核心利益诉求就是在整个业务参与过程中能够被满足个人各层次、多方面的核心需求。","attrs":{}}]}]}],"attrs":{}},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"3.4 流量变现业务平台","attrs":{}}]},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"定义：提供流量变现业务场景和对应配套的技术服务的平台。","attrs":{}}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"核心利益诉求：和其他类型业务的核心诉求一样，流量变现业务平台的核心利益诉求是通过提供服务获取更大的商业价值。","attrs":{}}]}]}],"attrs":{}},{"type":"heading","attrs":{"align":null,"level":3},"content":[{"type":"text","text":"4. 流量变现业务的本质分析","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"我们在分析本质时，在一定的范围内，在当前讨论的业务场景下，抓住主要矛盾，关注次要矛盾；在更大的场景和范围内，知晓主要矛盾、次要矛盾的演化轨迹，从而能够抓住事物的本质和未来发展的规律，从而定制我们作为平台方需要在什么时间点进行哪些业务能力建设。就流量变现的业务场景内来看，在业务的生命周期内，前期流量持有方和流量需求方是业务的主要参与者，构成了主要矛盾，并且形成了对立统一的局面；“流量”（即C端用户）及 流量变现业务平台分别扮演次要角色，但是核心利益诉求与业务主要参与者没有形成对立的局面；在业务生命周期内，后期流量持有方和流量需求方对生产资料利用率的要求和作为流量变现工具提供者的流量变现业务平台形成了主要矛盾，即工具、系统、平台所提供的生产力无法提升流量的变现效率和商业价值时，业务主体双方就和平台形成了主要矛盾；流量和整个业务体系形成了主要矛盾，即流量在流量变现的业务场景中被抽象化、符号化为流量二字，但是实际在业务开展后期，其“人”的一面会逐步显示出其自主价值，本身对整个业务流程的体验会做出对应的反应，如果流量变现业务做得再好，被动参与的消费者体验被损害，则整个业务也会结束统一的局面，逐步萎缩进入业务生命周期的消亡期，所以，流量变现业务发展到一定阶段，流量和整个业务的其他参与者构成的生态环境形成了主要矛盾。","attrs":{}}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"4.1 对立的一面","attrs":{}}]},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"流量持有方","attrs":{}}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"有流量，需要钱","attrs":{}}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"以尽可能使用低成本的、少量的流量换取更多的商业价值的回报。","attrs":{}}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"流量需求方","attrs":{}}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"有钱，需要流量","attrs":{}}]}]},{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"尽可能使用少的商业价值的付出，来换取更多的流量。","attrs":{}}]}]}],"attrs":{}},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"4.2 统一的一面","attrs":{}}]},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"流量持有方提供流量换取商业价值和流量需求方使用商业价值换取流量，本身就是统一的（统一中存在对立）。","attrs":{}}]}]}],"attrs":{}},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"4.3 结合业务发展生命周期，进行关于对立和统一的分析","attrs":{}}]},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在事物发展初期，只是单纯为了解决各自核心利益诉求而统一的。这种统一是低级的统一，是对立的统一，不是发展的统一和高级的统一。这种统一之中，对立占据主导，对立可能会随着时间的变化变得加剧，甚至激化矛盾后变为矛盾的主要方面。例如，任由流量持有方高价售卖流量，导致流量需求方的付费意愿下降，实际付费流量需求方会减少，流量需求方会逐渐寻求其他流量持有方进行合作，整个业务会逐步萎缩，导致“统一”的局面走向终结；任由流量需求方低价购买流量（流量需求方强势），那么流量持有方的售卖意愿就会下降，流量持有方会逐步寻找其他流量变现的方式或其他业务合作伙伴，也同样会导致统一走向终结。","attrs":{}}]}]}],"attrs":{}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在较低层次达到统一，双方通过合理定价完成流量和价值的转换，虽然能够让业务继续存在下去，但是是建立在对生产资料的浪费的基础上的。这时候，矛盾的主要方面不再是二者的对立问题，即“如何同时满足二者核心利益诉求”的问题，而变成了二者统一问题，即“如何更高效率地满足各自核心利益诉求”的问题。","attrs":{}}]}]}],"attrs":{}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"随着业务生命周期向前推进，主要矛盾从业务双方的对立问题，变成了业务双方和流量变现业务服务平台提供者之间的矛盾，这个主要的矛盾就是：业务双方的核心利益诉求的被满足效率和流量变现业务平台的生产力之间的矛盾。如果这个矛盾不能解决，那么在业务发展过程中，已经形成统一的业务主体双方的合作只能停留在低级的合作中，对生产资料是浪费的。比如流量持有者原本可以借助平台的能力将流量做挖掘和有向的输出，将流量投递给更匹配的流量需求方，那么这个流量（生产资料）被加工以后，附加了更大的价值，可以卖出更高的价格；同样的，流量需求方有诸多业务，购买流量以后，如何让流量和业务更匹配，流量从一次消耗品变为持续可运营的高价值生产资料，那么之前购买流量耗费的成本带来的收益就是更大的。但是如果流量变现业务开展的场所，即流量变现业务服务平台无法提供与之匹配的生产力（相关的工具、系统或产品），则会制约业务主体二者更高效地利用生产资料，就是业务发展到这个阶段的主要矛盾了。","attrs":{}}]}]}],"attrs":{}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"只有生产力发展了，才能实现高层次的统一，才能在对立的过程中更多切中双方的核心利益诉求，形成高级的统一，让统一占主导，对立忽视。","attrs":{}}]}]}],"attrs":{}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在业务逐步发展的过程中，主要矛盾、次要矛盾，矛盾的主要方面和次要方面都是发生转换的，在当前阶段的主要矛盾，不一定是业务整个生命周期的主要矛盾；在当前阶段的次要矛盾，可能是整个业务生命周期的主要矛盾。作为流量变现业务服务提供方，我们遵循业务生命周期的发展规律，在不同的阶段集中精力解决不同的主要矛盾，集中解决对应的矛盾的主要方面。","attrs":{}}]}]}],"attrs":{}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"流量变现业务平台中，业务双方、业务双方与平台的矛盾先后为主要矛盾次要矛盾，但是在更大的业务场景范围内，即整个业务生态内，C端用户和业务双方的矛盾其实是主要矛盾，业务本身是次要矛盾，这一点是整个业务生态内的主要矛盾、次要矛盾的定性分析，是全局视野看到的主体。在流量变现业务领域这个局部解决局部内的主要矛盾和次要矛盾时，需要兼顾、重视、甚至以之为大前提的约束和原则。例如用户消费体验、用户隐私保护，是用户从始至终的核心利益诉求，在小的业务场景中虽然不是主要矛盾，但是属于大环境的主要矛盾，需要在解决小场景的主要矛盾过程中，确保大环境主要矛盾背后的底线被顾及、遵守。","attrs":{}}]}]}],"attrs":{}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"二、业务愿景","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在符合Linkedmall整体业务打法规划的前提下，逐步解决流量变现业务生命周期各阶段遇到的问题，针对性提供对应的技术支撑能力，并按照业务进展及节奏演化系统架构及业务能力，经过2-3年的建设最终做到业务参与的双方或多方，能够在流量和商业价值的交换、共享上形成高级的统一形态，成为满足各方核心利益诉求的资源互换平台。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"三、业务系统演进原则","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"在经过上面的业务本质分析以后，结合业务发展的客观规律和业务发展各阶段的主要矛盾、次要矛盾以及主次矛盾相互转换的条件及时机，我们可以得出以下原则来约束和指引Linkedmall流量变现业务平台的发展：","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"numberedlist","attrs":{"start":null,"normalizeStart":1},"content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":1,"align":null,"origin":null},"content":[{"type":"text","text":"业务初期解决业务的有无问题，即快速完成流量变现业务双方的业务撮合问题，提供业务主线的基本功能，确保主业务链路流转。该阶段以快为主，优先确保业务的开展。","attrs":{}}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"numberedlist","attrs":{"start":2,"normalizeStart":2},"content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":2,"align":null,"origin":null},"content":[{"type":"text","text":"业务中期解决业务开展的效率问题，集中围绕业务参与双方的核心利益诉求进行相关产品能力的建设，在第一阶段“基本可用”的基础上，做到“全业务链路可用”。该阶段以建设基础业务能力为主，补全第一个阶段未实现的基础功能。","attrs":{}}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"numberedlist","attrs":{"start":3,"normalizeStart":3},"content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":3,"align":null,"origin":null},"content":[{"type":"text","text":"业务后期解决业务的主要矛盾，即业务双方生产资料变现效率和流量变现服务平台的生产力之间的矛盾。该阶段以建设核心业务能力为主，围绕业务双方的核心利益诉求进行深度建设，提升各方生产资料价值转换的效率，依托集团已有的成熟服务、结合业务本身的特点进行合理利用和输出。","attrs":{}}]}]}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"四、业务当前形势分析及结合业务本质和业务发展规律对未来业务发展的预测","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"1. 当前业务立项已经完成，处于业务刚起步阶段，主要的任务就是快速落地并完成业务价值的证明。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"2. 流量变现业务是下半年重点，业务重要性和复杂度兼具，涉及业务领域众多，从产品侧前端到业务层到数据层到众多相关集团基础服务都会涉及到，因此本身启动阶段就需要投入大量人力做针对性建设。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"3. 短期内业务从零到一，需要结合人力、组织、业务背景，以原则为约束，分阶段分重点进行功能落地。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"4. 当前流量变现业务处于起步阶段，在技术侧需要对以下内容进行重点建设：","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"数据层","attrs":{}}]}]}],"attrs":{}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（1）页面区域标注（黄金令箭）、用户流量数据采集（A+）、上报（阿里日志）、分析（Linkedmall业务数据平台）、场景化业务使用（Linkedmall流量变现核心服务、Linkedmall商业化服务）链路的建立","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（2）需要根据业务场景，细化对数据层的需求，理清关键数据的流通路径","attrs":{}}]},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"技术层","attrs":{}}]}]}],"attrs":{}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（1）需要新增流量变现核心服务，用于构建流量变现领域的相关技术能力.","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（2）需要根据业务场景，构建流量承载页面，受流量变现核心服务管控。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（3）需要根据业务场景，合理调整或优化商业化服务对外的接口。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"业务层","attrs":{}}]}]}],"attrs":{}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（1）对于流量持有方而言，需要提供流量变现产品的生命周期管理；需要结合客户实际业务需求提供多种形态的产品定义能力；并提供与之配套的流量与价值交换的基础能力链路；还需要提供灵活的定价机制辅助定价决策；提供与其客户建立合法商业关系的业务流程和产品功能；提供可视的业务发展进展的洞察产品，以便客户了解整体业务情况。对于","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（2）对于流量需求方而言，需要提供流量变现产品选择、购买的功能；需要让客户看到所购买的流量产品对应产生的价值；","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（3）对于流量变现业务服务平台而言，需要 导购域、商品域、流量域、交易域、商业化域，进行对应的业务能力的增强，能够区分普通业务流量和流量变现流量。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"产品层","attrs":{}}]}]}],"attrs":{}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（1）流量持有方，在运营控制台内，进行流量产品的生命周期管理、业务合同的签订等等。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（2）流量需求方，在供货商管理控制台内，进行流量产品的购买，流量效果的查看等","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（3）Linkedmall内部业务人员，在内部运营控制台查看相关业务开展情况等。","attrs":{}}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"5. 在完成业务能力从零到一的建设以后，要看到业务发展阶段的变化和该阶段对应的主要矛盾，根据主要矛盾进行对应的各种能力的建设：","attrs":{}}]},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"数据层","attrs":{}}]}]}],"attrs":{}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（1）提供反馈“业务参与双方的核心利益诉求”的指标体系，以此为核心分别构建业务洞察能力，交付客户使用。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（2）根据业务层的高阶业务需求，提供对应的实时或离线数据分析能力。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"技术层","attrs":{}}]}]}],"attrs":{}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（1）在已有的基础技术能力基础之上，引入集团在流量变现领域的核心技术能力，我们做好差异化的管控和封装，做好技术层面、数据层面和集团已有能力的打通。例如流量实时预测、流量特征挖掘、渠道流量特征标记、流量输出方案AB测试等功能。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（2）基于渠道特征、用户特征、供应商特征进行的商品推荐功能，做到差异化的千人千面。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"业务层","attrs":{}}]}]}],"attrs":{}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（1）流量持有方，流量是经过挖掘、分析、标记的可运营的生产资料，能够根据不同的特征和售卖方式定义为不同的流量产品进行售卖，提升流量的变现效率。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（2）流量需求方，购买流量后，确保投入更高成本后，单位流量成交率提升，获得更大的利润；在流量完成交易后，还需要将消耗了生产成本的渠道他方流量转换为可持续运营的自有流量，因此需要提供公域流量转换为私域流量的功能，并且提供与之匹配的用户运营工具（小程序店铺、运营工具、营销工具）。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（3）业务平台层面在引入集团技术能力的基础上，将相关技术能力结合业务场景组合为不同的业务能力。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"（4）流量本身而言，要围绕“用户深层次需求被满足” 的核心利益诉求，根据用户对应的画像提供满足其需要的推荐，提升正向、逆向流程体验，减少购物心智上的负担。同时在流量变现场景中，用户隐私也是核心利益诉求之一，需要作为大原则遵守。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null},"content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"产品层","attrs":{}}]}]}],"attrs":{}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"结合业务参与各方的核心利益诉求构建对应的产品功能。","attrs":{}}]},{"type":"heading","attrs":{"align":null,"level":4},"content":[{"type":"text","text":"6. 在业务完成初期从零到一，发展期完成自身业务价值的证明以后，还需要解决业务从一到一百的规模化复制的问题。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"结合Linkedmall本身的业务特征来看，流量变现业务的从一到一百，不仅仅要把业务模式从一个客户场景推广到更多客户场景，而更要在业务模式上做探索，创造合理的机制，将流量的持有方和流量需求方互为服务方，尝试探索让流量本身除了换钱或现金等价物以外，结合业务场景内各方各类型客户的实际业务需求，在流量深入运营背后带来更大的价值。","attrs":{}}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"bulletedlist","content":[{"type":"listitem","attrs":{"listStyle":null}}],"attrs":{}}]}