2015年微信公众号用户行为习惯研究
<section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="135editor" style="box-sizing: border-box; border: 0px none; border-image-source: initial; border-image-slice: initial; border-image-width: initial; border-image-outset: initial; border-image-repeat: initial;" data-id="708" data-color="rgb(255, 247, 251)" data-custom="rgb(255, 247, 251)"><section class="layout" style="border-color: rgb(255, 247, 251); margin-right: auto; margin-left: auto; padding: 35px; box-sizing: border-box; background-color: rgb(255, 247, 251);"><section><section style="box-sizing: border-box;"><section style="box-sizing: border-box; text-align: left;"><span style="font-family: 微软雅黑; line-height: 25.6px; color: rgb(12, 12, 12); box-sizing: border-box;"><strong><font size="3"><span style="box-sizing: border-box; font-family: 微软雅黑; line-height: 25.6px;"></span></font></strong></span><section data-id="33" data-color="rgb(172, 29, 16)" style="box-sizing: border-box;"><section class="pEditor" data-id="1937" style="box-sizing: border-box;"><p style="line-height: 25.6px;"><font face="微软雅黑" size="3">营销君注：数据来源于艾瑞咨询，分享此数据主要在于想强调大家做号的同时多做数据分析。</font></p><p style="line-height: 25.6px;"><font face="微软雅黑" size="3"><br></font></p><p style="line-height: 25.6px;"><font face="微软雅黑" size="3">最近把《增长黑客》再看了一遍，<span style="color: rgb(2, 30, 170);">更加深知数据分析和挖掘的重要性。</span></font></p><p style="line-height: 25.6px;"><font face="微软雅黑" size="3"><span style="color: rgb(2, 30, 170);">只有对数据的正确分析，才能做出正确的动作判断，熟知用户的心里，</span>接着向他们输出想要的价值；适当的利用一些技术手段，让用户几何的增长。</font></p><p style="line-height: 25.6px;"><font face="微软雅黑" size="3"><br></font></p><p style="line-height: 25.6px;"><span style="color: rgb(2, 30, 170);"><font face="微软雅黑" size="3">一般公号从几个维度去数据分析。</font></span></p><p style="line-height: 25.6px;"><font face="微软雅黑" size="3"><span style="color: rgb(2, 30, 170);">1.</span>热门的微信账号 </font></p><p style="line-height: 25.6px;"><font face="微软雅黑" size="3"><span style="color: rgb(2, 30, 170);">2.</span>同行的账号 </font></p><p style="line-height: 25.6px;"><font face="微软雅黑" size="3"><span style="color: rgb(2, 30, 170);">3.</span>实时的热点哪些号火起来的 </font></p><p style="line-height: 25.6px;"><font face="微软雅黑" size="3"><span style="color: rgb(2, 30, 170);">4.</span>自己公众号用户 </font></p><p style="line-height: 25.6px;"><font face="微软雅黑" size="3"><span style="color: rgb(2, 30, 170);">5.</span>文章的阅读数量和分享次数 </font></p><p style="line-height: 25.6px;"><font face="微软雅黑" size="3"><span style="color: rgb(2, 30, 170);">6.</span>后台互动的用户 </font></p><p style="line-height: 25.6px;"><font face="微软雅黑" size="3"><span style="color: rgb(2, 30, 170);">7.</span>主动提交数据的用户（很多公号没有这个选项，没有的不做探讨）</font></p><p style="line-height: 25.6px;"><font face="微软雅黑" size="3"><span style="color: rgb(2, 30, 170);">8.</span>转化率（虽然很多号不谈转化率，但这个在2016年，特别是代运营公司，显得愈发重要，不过这个转化的标准是什么？）</font></p></section></section><section style="line-height: 25.6px; color: rgb(255, 255, 255); box-sizing: border-box;"><section style="line-height: 25.6px; box-sizing: border-box;"></section></section></section></section></section></section><section style="width: 0px; height: 0px; clear: both; box-sizing: border-box;"></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section><font face="微软雅黑" size="3"><br><br></font><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="135editor" style=" box-sizing: border-box; border: 0px none; border-image-source: initial; border-image-slice: initial; border-image-width: initial; border-image-outset: initial; border-image-repeat: initial; " data-id="708" data-color="rgb(255, 247, 251)" data-custom="rgb(255, 247, 251)"><section class="layout" style="border-color: rgb(255, 247, 251); margin-right: auto; margin-left: auto; padding: 35px; box-sizing: border-box; background-color: rgb(255, 247, 251);"><section style=""><section style="box-sizing: border-box;"><section style="box-sizing: border-box; text-align: left;"><span style="line-height: 25.6px; color: rgb(12, 12, 12); box-sizing: border-box;"><strong><font face="微软雅黑" size="3"><span style="box-sizing: border-box; line-height: 25.6px;"></span></font></strong></span><section data-id="33" data-color="rgb(172, 29, 16)" style="box-sizing: border-box;"><section class="pEditor" data-id="1937" style="box-sizing: border-box;"><p style="text-align: center;"><strong><span style="color: rgb(2, 30, 170);"><font face="微软雅黑" size="3">《2015微信公众号用户行为研究》</font></span></strong></p><p style="text-align: left;"><font face="微软雅黑" size="3"><br style="line-height: 22.4px;"><span style="line-height: 22.4px;">据了解，此文研究<span style="line-height: 22.4px; color: rgb(2, 30, 170);">从微信公众号使用习惯、公众号用户购物画像，微信公众号购物习惯</span>三个方向进行了研究，对于了解目标用户群微信公众号使用行为习惯及偏好、为未来提升客户微信公众号阅读价值，营销价值提供依据。 </span><br style="line-height: 22.4px;"><br style="line-height: 22.4px;"><span style="line-height: 22.4px;">公众号用户习惯：活跃度高、使用度深，最爱在工作间隙浏览，<strong><span style="line-height: 22.4px; color: rgb(2, 30, 170);">喜欢“内容实用、有观点”公众号。 </span></strong></span><br style="line-height: 22.4px;"><br style="line-height: 22.4px;"><span style="line-height: 22.4px;">据“2015年12月微信公众号移动端在线调查”数据显示，微信公众号用户近8成为活跃用户，平均每天使用1.5次；访问时长中，<span style="line-height: 22.4px; color: rgb(2, 30, 170);">超过半数以上的用户为深度使用用户，平均每天访问浏览25.6分钟。 </span></span><br style="line-height: 22.4px;"><br style="line-height: 22.4px;"><span style="line-height: 22.4px;"> “工作间隙/休息时间”是用户浏览微信公众号的主要时段，占比达77.3%；其次是“晚饭后”和“睡前”。 </span></font></p></section></section><section style="line-height: 25.6px; color: rgb(255, 255, 255); box-sizing: border-box;"><section style="line-height: 25.6px; box-sizing: border-box;"></section></section></section></section></section></section><section style="width: 0px; height: 0px; clear: both; box-sizing: border-box;"></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section><font face="微软雅黑" size="3"><div align="center"></div><br><br></font><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="135editor" style=" box-sizing: border-box; border: 0px none; border-image-source: initial; border-image-slice: initial; border-image-width: initial; border-image-outset: initial; border-image-repeat: initial; " data-id="708" data-color="rgb(255, 247, 251)" data-custom="rgb(255, 247, 251)"><section class="layout" style="border-color: rgb(255, 247, 251); margin-right: auto; margin-left: auto; padding: 35px; box-sizing: border-box; background-color: rgb(255, 247, 251);"><section style=""><section style="box-sizing: border-box;"><section style="box-sizing: border-box; text-align: left;"><span style="line-height: 25.6px; color: rgb(12, 12, 12); box-sizing: border-box;"><strong><font face="微软雅黑" size="3"><span style="box-sizing: border-box; line-height: 25.6px;"></span></font></strong></span><section data-id="33" data-color="rgb(172, 29, 16)" style="box-sizing: border-box;"><section class="pEditor" data-id="1937" style="box-sizing: border-box;"><p style="line-height: 25.6px;"><font face="微软雅黑" size="3"><span style="line-height: 22.4px;">据此次调研数据显示，用户对于微信公众号的推荐和内容的转发率都非常高，达到98%以上。 </span><br style="line-height: 22.4px;"><br style="line-height: 22.4px;"><span style="line-height: 22.4px;">其次，<span style="line-height: 22.4px; color: rgb(2, 30, 170);">推荐和转发时用户最为看重<strong>“内容实用性”</strong>，</span>另外“优惠信息”是否多，<span style="line-height: 22.4px; color: rgb(2, 30, 170);">内容是否<strong>“观点新颖”</strong>也成为重要原因</span>；因此，微信公众号一定要找准自身定位，优惠信息要实用、发布的内容观点要新颖。 </span><br style="line-height: 22.4px;"><br style="line-height: 22.4px;"><span style="line-height: 22.4px; color: rgb(2, 30, 170);">97.4%的用户取消过公众号，主要原因集中在内容不实用、没有自己的观点和专业性不够；在内容为王的自媒体时代，“<strong>内容实用、有观点”</strong>是公众号运营重点。 </span><br style="line-height: 22.4px;"><br style="line-height: 22.4px;"><span style="line-height: 22.4px;">公众号用户购物画像：北上广80后优质男成购物主力，月度购物总额超500，收入越高购物倾向越高。 </span></font></p><p style="line-height: 25.6px;"><span style="line-height: 22.4px;"><font face="微软雅黑" size="3"><br></font></span></p><p style="line-height: 25.6px;"><span style="line-height: 22.4px;"><font face="微软雅黑" size="3"><span style="line-height: 22.4px;">根据本次调研的数据显示在微信公众号用户中，男性购物倾向性更高，平均年龄33.7岁，73%大学本科及以上职业/职级使其交际面广泛，对新事物接受能力更强，47%是企/事业单位的职员。 </span><br style="line-height: 22.4px; white-space: normal;"><br style="line-height: 22.4px; white-space: normal;"><span style="line-height: 22.4px; color: rgb(2, 30, 170);">微信公众号购物男性用户消费更高，是女性的1.1倍。 </span><br style="line-height: 22.4px; white-space: normal;"><br style="line-height: 22.4px; white-space: normal;"><span style="line-height: 22.4px;">公众号购物人群职业分布广泛，“企业一般管理人员”“干部/公务员/事业单位职员”“专业人士”“企业一般职员”相对占比较高。 </span><br style="line-height: 22.4px; white-space: normal;"><br style="line-height: 22.4px; white-space: normal;"><span style="line-height: 22.4px;">沿海大省广东、山东、江苏和上海用户绝对值占比高，总比例达到53.5%；另外经济发达的北京、湖北占比也均在5%以上；在TGI指标中，公众号购物用户在广东、江苏、四川、广西、河南、河北有更强的倾向性。 </span></font></span></p><p style="line-height: 25.6px;"><span style="line-height: 22.4px;"><span style="line-height: 22.4px;"><font face="微软雅黑" size="3"><br></font></span></span></p><p style="line-height: 25.6px;"><span style="line-height: 22.4px;"><span style="line-height: 22.4px;"><span style="line-height: 22.4px;"><font face="微软雅黑" size="3">公众号购物用户平均个人月收入6200元，平均家庭月收入11653元，从全国范围来看，属中等偏上收入；另外从TGI来看，收入越高，倾向性越高。</font></span></span></span></p></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section><font face="微软雅黑" size="3"><div align="center"></div><br></font><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="135editor" style=" box-sizing: border-box; border: 0px none; border-image-source: initial; border-image-slice: initial; border-image-width: initial; border-image-outset: initial; border-image-repeat: initial; " data-id="708" data-color="rgb(255, 247, 251)" data-custom="rgb(255, 247, 251)"><section class="layout" style="border-color: rgb(255, 247, 251); margin-right: auto; margin-left: auto; padding: 35px; box-sizing: border-box; background-color: rgb(255, 247, 251);"><section style=""><section style="box-sizing: border-box;"><section style="box-sizing: border-box; text-align: left;"><span style="line-height: 25.6px; color: rgb(12, 12, 12); box-sizing: border-box;"><strong><font face="微软雅黑" size="3"><span style="box-sizing: border-box; line-height: 25.6px;"></span></font></strong></span><section data-id="33" data-color="rgb(172, 29, 16)" style="box-sizing: border-box;"><section class="pEditor" data-id="1937" style="box-sizing: border-box;"><p style="line-height: 25.6px;"><font face="微软雅黑" size="3"><span style="line-height: 22.4px; color: rgb(2, 30, 170);">公众号购物习惯</span><span style="line-height: 22.4px;">：超7成用户曾在公众号有购买行为，价格、方便是购物主要因素、不同产品有不同的促销敏感度，红包/现金抵用券”最具吸引力。 </span><br style="line-height: 22.4px;"><br style="line-height: 22.4px;"><span style="line-height: 22.4px;">根据腾讯发布的数据显示，2015年Q3微信活跃用户达到6.5亿，微信公众号关注度达到73.4%；而根据2015年艾瑞咨询调查显示，在微信公众号上购买过产品的用户占比接近7成，<strong><span style="line-height: 22.4px; color: rgb(2, 30, 170);">未来微信公众号购物市场空间巨大。 </span></strong></span></font></p></section></section><section style="line-height: 25.6px; color: rgb(255, 255, 255); box-sizing: border-box;"><section style="line-height: 25.6px; box-sizing: border-box;"></section></section></section></section></section></section><section style="width: 0px; height: 0px; clear: both; box-sizing: border-box;"></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section><font face="微软雅黑" size="3"><br><br><div align="center"></div><br><br></font><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="135editor" style=" box-sizing: border-box; border: 0px none; border-image-source: initial; border-image-slice: initial; border-image-width: initial; border-image-outset: initial; border-image-repeat: initial; " data-id="708" data-color="rgb(255, 247, 251)" data-custom="rgb(255, 247, 251)"><section class="layout" style="border-color: rgb(255, 247, 251); margin-right: auto; margin-left: auto; padding: 35px; box-sizing: border-box; background-color: rgb(255, 247, 251);"><section style=""><section style="box-sizing: border-box;"><section style="box-sizing: border-box; text-align: left;"><span style="line-height: 25.6px; color: rgb(12, 12, 12); box-sizing: border-box;"><strong><font face="微软雅黑" size="3"><span style="box-sizing: border-box; line-height: 25.6px;"></span></font></strong></span><section data-id="33" data-color="rgb(172, 29, 16)" style="box-sizing: border-box;"><section class="pEditor" data-id="1937" style="box-sizing: border-box;"><p style="line-height: 25.6px;"><font face="微软雅黑" size="3"><span style="line-height: 22.4px;">通过微信公众号购物，首先价格、促销是很重要的因素；其次公众号购物这种相对较新的购物平台也吸引了很多人“尝试购买”；最终购买后的好口碑又拉动了新的用户购买。未在公众号购物的主要原因信任度不够，包含“商家”和“支付”两个方面。公众号商家坚持良好的服务和商品品质的前提，提升用户信任度，使公众号购物形成良性生态圈。 </span><br style="line-height: 22.4px;"><br style="line-height: 22.4px;"><span style="line-height: 22.4px; color: rgb(2, 30, 170);">微信公众号购物覆盖的产品类型广泛，各种品类都有涉及。最常购买的是饮料零食，其次是点餐/外卖、服装、手机数码、鞋帽、生鲜食品及护肤彩妆。 </span><br style="line-height: 22.4px;"><br style="line-height: 22.4px;"><span style="line-height: 22.4px;">过去6个月微信公众号购物主要品类中，手机数码平均花费最高，达到5369元；其次是生鲜食品达到4231元；酒水饮料零食以3717元平均花费排在第三位；点餐/外卖、护肤彩妆相对最低。 </span><br style="line-height: 22.4px;"><br style="line-height: 22.4px;"><span style="line-height: 22.4px;">在各种促销推广方式中，<span style="line-height: 22.4px; color: rgb(2, 30, 170);">“公众号发红包/现金抵用券”最具吸引力</span>；其次“限时特价”、“包邮”、“积分换礼物/抵用现金”“团购”吸引力旗鼓相当。 </span></font></p><p style="line-height: 25.6px;"><span style="line-height: 22.4px;"><font face="微软雅黑" size="3"><br></font></span></p><p style="line-height: 25.6px;"><span style="line-height: 22.4px;"><font face="微软雅黑" size="3"><span style="line-height: 22.4px;">不同产品推广促销敏感度不同，点餐/外卖这类刚性需求，各种促销对用户都有很强吸引力；而生鲜食品对于众筹促销最为偏爱。 </span><br style="line-height: 22.4px; white-space: normal;"><br style="line-height: 22.4px; white-space: normal;"><span style="line-height: 22.4px;">微信公众号购物96.3%用户没有不满意，43.2%的用户认为“跟其他渠道购买的产品一样”，购物后的高满意度会带来口碑宣传和忠实用户；但公众号购物在服务、支付和产品方面仍有提升空间，尤其是“售后服务”“支付安全性”和“产品质量”方面。</span></font></span></p></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section><font face="微软雅黑" size="3"><div align="center"></div><br></font><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="article135" label="powered by 135editor.com" style="box-sizing: border-box;"><section class="135editor" style=" box-sizing: border-box; border: 0px none; border-image-source: initial; border-image-slice: initial; border-image-width: initial; border-image-outset: initial; border-image-repeat: initial; " data-id="708" data-color="rgb(255, 247, 251)" data-custom="rgb(255, 247, 251)"><section class="layout" style="border-color: rgb(255, 247, 251); margin-right: auto; margin-left: auto; padding: 35px; box-sizing: border-box; background-color: rgb(255, 247, 251);"><section style=""><section style="box-sizing: border-box;"><section style="box-sizing: border-box; text-align: left;"><span style="line-height: 25.6px; color: rgb(12, 12, 12); box-sizing: border-box;"><strong><font face="微软雅黑" size="3"><span style="box-sizing: border-box; line-height: 25.6px;"></span></font></strong></span><section data-id="33" data-color="rgb(172, 29, 16)" style="box-sizing: border-box;"><section class="pEditor" data-id="1937" style="box-sizing: border-box;"><p style="line-height: 25.6px;"><font face="微软雅黑" size="3">在改进需求中，对于服务用户期望改进的占比更多，<strong><span style="color: rgb(2, 30, 170);">主要是“加强售后服务”“跟客服实时沟通”等</span></strong>；另一点是支付，“安全性”是用户最重视的环节，另外也希望支付方式多样些。 <br><br>过去6个月微信购物花费集中在5千元以下（84.9%），与购买品类集中在饮料/零食单价较低的产品有一定关系；未来，随着购物习惯的培养，购物品类的扩展，花费还会有进一步提升。 </font></p><p style="line-height: 25.6px;"><font face="微软雅黑" size="3"><br></font></p><p style="line-height: 25.6px;"><font face="微软雅黑" size="3"><strong><span style="color: rgb(2, 30, 170);">营销君结语</span></strong>：此次数据分析虽然不是很细，但是大体说明了明年的几个走向：</font></p><p style="line-height: 25.6px;"><font face="微软雅黑" size="3"><span style="color: rgb(2, 30, 170);">1、</span>很多没有原创，内容还在copy的号将会没落，被用户取关的概率越来越大；</font></p><p style="line-height: 25.6px;"><font face="微软雅黑" size="3"><span style="color: rgb(2, 30, 170);">2、</span>用户在公众号上购买服务需求的习惯初步养成，但这里其实好想知道他们调查的是哪一批号。其实在很多母婴号上妈妈的战斗力非常强的，我一个朋友每次母婴做团购，销售额可以达到2天可以达到10万左右，而且客单价高。<br></font></p><p style="line-height: 25.6px;"><font face="微软雅黑" size="3"><span style="color: rgb(2, 30, 170);">3、</span>2016年IP性质特别强的账号商业变现更强。</font></p><p style="line-height: 25.6px;"><font face="微软雅黑" size="3"><br></font></p></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section></section><p style="max-width: 100%; min-height: 1em; white-space: pre-wrap; text-align: center; box-sizing: border-box !important; word-wrap: break-word !important;"><font face="微软雅黑" size="3"><img data-s="300,640" data-type="jpeg" data-ratio="0.5700712589073634" data-w="421" width="auto"></font></p><font face="微软雅黑" size="3"><br><br></font><p style="line-height: 30px; text-indent: 2em; text-align: left;"><font face="微软雅黑" size="3">文章来源:<a href="http://mp.weixin.qq.com/s?__biz=MjM5MDk3NTI0MQ==&mid=400976380&idx=1&sn=bfd925e05466347332ede4738be764e7&scene=4#wechat_redirect" target="_blank">http://mp.weixin.qq.com/s?__biz= ... e=4#wechat_redirect</a></font></p>
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