This article is the structure of what-why-how, the full text is expected to be 15 minutes, I hope you enjoy reading.
what: What are the monetization methods of the trading platform?
how: What monetization methods should the trading platform choose?
Combining reality: Why is Zhihu a model of commercial failure?
01 What are the realization methods of the trading platform?
Let’s think about a classic question first: Is it better for Didi to take a profit directly from the transaction or to directly charge the driver membership fee?
Think for 10s and give your answer.
But no matter what your answer is, make it clear that this is not an either-or problem. In theory, as long as the platform is awesome, you can do both to harvest leeks.
So a better question than this one is: Which deals are better for cutting leeks?
It's a question of how the platform is commercialized. Doing business is not shabby.
This article first talks about common sense (what monetization methods are available), then talks about logic (which monetization method to choose), and finally reaches common sense + logic = rational thinking.
There are 3 categories of common monetization methods on general platforms (this is common sense):
Advertising monetization is the most common and easiest way to monetize.
There are four common roles: advertiser, media, advertiser and audience. Common charging methods: pay per impression, pay per click, pay per action such as registration.
As long as the platform traffic has a certain scale, advertisers will take the initiative to come to the door, and traffic is really expensive now.
Take Alimama (Alibaba's advertising exchange platform) as an example to see its fancy way of advertising.
Talking about Transactions (3): How to Realize
The above is the matrix diagram of Alimama's advertising country email list monetization products, Xiaohe will translate it:
Search category: through train/brand area/star store products/brands/stores that are displayed first after users search.
Information flow category: Super recommendation = Guess you like the products displayed first in the section.
Super Diamond Show = banner page recommendation
Nni Desk=Select user portraits for accurate delivery and data monitoring
Global Star = Youku SMD Ads & Pause Resources
Brand special show = high-quality display brand resources inside and outside Taobao
Super open screen = Ali ecological open screen resource bit
Super public screen = Focus Media offline advertising space
Super announcement = Ali ecological resources mobile terminal live broadcast room to drain CPC products