The "Thirty-Six Strategies of Operations" are, after all, a "trap."

Recently, the Internet finance industry and campus loan industry have undergone a major reshuffle, and many friends in the same industry feel a little panic. The previous routine of spending money on traffic and spending money on the market is no longer so easy to do at this stage. People are gradually realizing that being on a TV commercial is not something particularly authoritative. And with the so-called interest rate hikes in Internet finance and the interest-free campus loan industry, it is not so easy to attract customers. So, has the time changed, or has our operating routine become outdated?

Back to the title , the ways of operation can be infinite if we talk about it in a broad sense, but it is nothing more than "setting traps" if we talk about it in a narrow sense. I believe that many people have read many detective novels, and are often shocked by the "murder" plots described in the novels. This is a trap that attracts you to read on. The same is true for operations. We use different traps and different methods to attract the customers we need, and then "loop one loop after another" to let the customers get deeper and deeper until the transaction is completed. After the transaction is completed, we continue to use "traps" to keep them. And this so-called "trap" is our operating tactic.

"lock up"

"Circle" refers to strategy. The circle drawn by Deng Xiaoping and Deng Xianfeng is the "circle" in our operations, and it is the concrete manifestation of strategy. For example, if we want to sell a certain product, then our overall product quality (Quality), sales audience (Audience), and operation plan (Project) are important ways to form a "circle". What is proposed here is something at the "strategic level". The word "trap" has "圈" in the front and "套" in the back. How to "trap" the user is the "tactics" level mentioned later.

According to the steps, we first draw a circle. The size of this circle represents the correct perception of our product. You can't expect to sell an apple to 100,000 people at a price of 10,000 yuan. In fact, the target audience of this activity is the area of ​​this circle, and the operation plan is the way we draw this circle. After the strategy is determined, we will consider tactical execution. Generally speaking, when we formulate a strategy, we are responsible for the results. So when it comes to tactical execution, we only need to do our own job well, perfect what we should do and do it to the extreme, without being responsible for the results. Regular operations staff may not accept this view, and may even question, "Our boss will not approve an operations plan that is not responsible for the results!" In fact, when we have formulated a strategy, we only need to assign each task to the corresponding person and let them give full play to their expertise.

People go to high places, and water flows to low places. Once the overall plan "strategy" is formed, there will naturally be operational results, and the effects may even exceed everyone's expectations. Just like today’s housing prices in downtown Shenzhen have easily exceeded 100,000 yuan per square meter, Deng Xianfeng could not necessarily have predicted such an amazing effect in this circle.

We will not analyze things on the strategic level any further. The strategy of the Internet industry is generally proposed by the CEO or operations director or marketing director. A qualified senior executive often makes strategic decisions that are of epoch-making significance, such as "smartphones", " sharing economy ", "space technology", etc.

"set"

"Set" refers to tactics, which are the operation framework (Architecture), operation logic (Logic), and operation decomposition (Decomp) studied by some novices in operations. The establishment of the operational framework is based on the analysis of the current situation and the future approach. For example, you may decide to go through B To B, B To C, or C To C. First, establish the source model of marketing and understand the characteristics of marketing. Then formulate business logic and design the trap step by step in a "interlocking" way . For example, if we do it through the B To C model, first you need to understand that this is the company's operational strategy for individuals. Secondly, start the operational decomposition, which is generally carried out through four major methods: own group marketing, external media communication, cooperation with cooperative enterprises, and event promotion and induction. This is what we call tactical execution.

Business decomposition is very important. For example, if you ask your new media operations to do customer service, and the customer service is responsible for event planning , then this tactic will be a complete mess during implementation. It's like you let a knight wear the heavy armor of an infantryman and let the infantryman pick up the knight's spear. How do you expect to win the battle?

With the goal clearly defined, the driving factors (Drive Reason) of each process are designed, and various uncertain floating factors (Doubt Points) are used as operational trial and error. In the end, the overall operation flow must be efficient.

When you get a project, don't just draw an operational sketch blindly. First determine the "strategy" and then study the "techniques". Step by step, design the "trap" and induce your "audience" step by step. When designing an activity, think about the communication media first. Without the media as a carrier, even the most successful activity will be hidden in the mountains and forests and no one will know about it. Then, it will be even more impossible to be responsible for the results. With the communication media, the next thing is the way of inducing, whether it is through carefully planned services or various attractive sweepstakes or voting, which is another matter. In this process, "strategic decision makers" must keep a close eye on various indicators. Since we cannot go deep into every detailed task in the tactical framework, we can only provide corrections and guidance through data feedback.

Conclusion

Many people understand the conventional "trap" as a routine, and a routine is just a small tactic. The word "trap" is a comprehensive composition of strategy and tactics, and these two words are also the overall essence of operations. Whether you are doing new media promotion , SEO / SEM , cross-industry cooperation, CPA/S/C/T promotion, everything is a component of the operation strategy.

Imagine that you want to lie to someone. You have to lie to yourself first, and then think of all the possibilities to cover up the lie. Even if people question it, you can still justify yourself and complete the trap. Wouldn't it achieve the desired effect?

Of course, selling an apple to 100,000 people for $10,000 doesn't count.

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