随着国内的互联网环境越发成熟，国内的政策及大环境对于视频行 业发展都有着正面积极的影响，本论文将通过对N公司目前所处的欧亿·体育（中国）有限公司 做出大环境 分析在做内部梳理：包括对产品竞争力分析，新媒体渠道的 分析研究，对目标用户的研究及现有预算如何最有效的做市场投入，并 结合笔者在交大安泰 MBA 求学期间所学的消费 者心理学、市场营销、 企业战略等知识，来解决N公司在各新媒体渠道进行拉新、促活、留存 的运营策略制定的问题，以完成此次研究。 本论文的第一章为绪论，主要介绍了此 次研究的背景，以及目标公 司的产品介绍及产品相关说明。第二章为理论综述，主要介绍本文使用 的理论和方法以及宏观环境分析。第三章介绍研究企业的背景、发展历 程、现 状以及互联网运营存在的问题。第四、第五章分析了拉新、促活 以及留存的问题。第六章提出了拉新、促活以及留存的解决思路，并且 提出获利规划来辅助解决高昂的运营费用 问题。结论部分对本文所提出 来的策略及思路进行总结，并提出未来需要进一步研究的方向。 关键词：互联网运营，渠道分析，新媒体运营，用户运营，社群运营 INTERNET PRODUCT OPERATION STRATEGY ANALYZE OF N COMPANY ABSTRACT As the domestic Internet environment becomes more mature, domestic policies and the environment have a positive impact on the development of the video industry. This thesis will do an internal review through the analysis of the industry in which N Company is currently located: including Product competitiveness analysis, analysis and research of new media channels, research on target users and how to make the most effective market investment, and combine the consumer psychology, marketing, and enterprise that I learned during the Jiaotong University Antai MBA. The strategy and other knowledge to solve the problem of N company's operation strategy of pulling, promoting and retaining in each new media channel to complete the research. The first chapter of this thesis is an introduction, which mainly introduces the background of the research, as well as the product introduction and product description of the target company. The second chapter is a theoretical review, mainly introducing the theories and methods used in this paper and the macro- environmental analysis. The third chapter introduces the background, development history, current situation of the research enterprise and the problems existing in the Internet operation. The fourth and fifth chapters analyze the problems of pulling new, promoting and retaining. The sixth chapter proposes solutions for pulling, promoting, and retaining, and proposes profit-making plans to help solve the problem of high operating costs. The conclusion part summarizes the strategies and ideas proposed in this paper, and proposes the direction for further research in the future. KEY WORDS: Internet Operations, Channel Analysis, New Media Operations, User Operations, Community Operations 目 录 第一章 绪论 ............................................................................................................................................. 1 1.1 研究背景 ....................................................................................................................................... 1 1.2 产品介绍 ....................................................................................................................................... 1 1.3 研究目的及意义 ........................................................................................................................... 4 1.4 研究思路及基本结 构.................................................................................................................... 5 第二章 研究背景与相关理论概述 ......................................................................................................... 6 2.1 互联网产品的相关理 论................................................................................................................ 6 2.1.1 日活跃用户的构成 ................................................................................................................ 6 2.1.2 其他重要指标的定义 ............................................................................................................ 7 2.2 国内移动互联网发展分 析............................................................................................................ 8 2.3 线上视频欧亿·体育（中国）有限公司环境PEST分析 .................................................................................................. 10 2.3.1 政治环境Political ............................................................................................................... 10 2.3.2 经济环境Economic ............................................................................................................ 10 2.3.3 社会环境Social ................................................................................................................... 10 2.3.4 技术环境Technological ...................................................................................................... 11 第三章 N公司产品运营现况及已知问题分析 ................................................................................... 12 3.1 N公司背景/发展历程/组织架构 .............................................................................................. 12 3.1.1 N公司背景介绍 ................................................................................................................ 12 3.1.2 N公司组织架构图 ............................................................................................................ 14 3.1.3 N公司产品现状 ................................................................................................................ 15 3.1.4 N公司目标用户画像及其市场容量分析 ........................................................................ 15 3.2 N公司市场竞争概况 ................................................................................................................ 16 3.3 N公司目前的运营渠道与策略 ................................................................................................ 17 3.4 N公司产品及其留存情况分析 ................................................................................................ 19 3.5 N公司变现难点描述 ................................................................................................................ 20 3.6 本章小结 ..................................................................................................................................... 21 第四章 产品拉新及促 活方案分析 ....................................................................................................... 23 4.1 N公司渠道拉新能力分析 ........................................................................................................ 23 4.1.1 微信公众号拉新能力分析 .................................................................................................. 23 4.1.2 微博拉新能力分析 .............................................................................................................. 26 4.1.3 社区拉新能力分析 .............................................................................................................. 28 4.1.4 付费渠道拉新能力分析 ...................................................................................................... 30 4.1.5 其他App拉新能力分析 ..................................................................................................... 34 4.2 N公司产品促活方案分析 ........................................................................................................ 37 4.2.1 App推送方案分析 ............................................................................................................ 38 4.2.2 微信微博促活方案分析 ...................................................................................................... 40 4.2.3 APP活动运营促活方案分析 ........................................................................................... 43 4.3 本章小结 .....................................................