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2011 C2C
3:2 2008 3 B2C
C2C 6 4
C2C
5-6
100
2009
6
11 11
11 11-11
##1.7
10 40
2010 B2C
B2C
100%
33 50
UV
UV UV UV
UV
2009 UV
= x
= UV x
1 (1)
(1)
2006
B2C
2007 xx
2008 B2C
TP
2009
2010
12
C2C
2011
WWW.92XIUXIAN.COM
2 (2)
(2)
WWW.92XIUXIAN.COM
3 2
2005
2007 1
2009
TPThird
Partner Taobao
Partner
2011
B2C
2007
2009
B2C
TP
2011
WWW.92XIUXIAN.COM
4
? ;
WWW.92XIUXIAN.COM
5 (1)
(1)
2011 10
6000 30000
60000 10 3000
2011 8 9
WWW.92XIUXIAN.COM
6 (2) (2)
5%
15% 30%
1000
1
2010
001,002,003 2%
005,006,007,008,009 10%
010,011,012,013,014,015,016 4%
WWW.92XIUXIAN.COM
7 (3) (3)
2010 TP P4P
WWW.92XIUXIAN.COM
8 (4) (4)
2010
2010 2011
2 1 2
1 5
5
8
O.SA
WWW.92XIUXIAN.COM
9 (1) (1)
VIP
2
C2C
10 (2)
(2)
2005
C2C
70 100
99 5 3
2 5 3
60%
90
60 39
139 29
29
29
WWW.92XIUXIAN.COM
11 (3)
(3)
2007 C2C
99 5
139 29 29 20%
11
9
1000
200 220
1598
13xx 1320
220 20 2
12
-xx
2 900 200
xx xx
?
1
WWW.92XIUXIAN.COM
13
= ?
= ?
WWW.92XIUXIAN.COM
14 (1)(1)
4 8
11
45
xx / xx
xx xx
xx xx
xx
xx xx
xx xx xx
15 (2)
(2)
20
20
________
_________________ 200
99 2
3 2
xxx
100 120
20 400
100 20
10
500 30
16 ////(1)
(1)
//
148
40%
1011 156
147 11
190
148
xx
xx
xx
xx
xx
y xx-y
xx
225
xx yy
17 ////(2)
(2)
xx yy
x y
=1-y/x 400 40 9
9 9
9
9 400
48
400 430 80
xx xx
200 260
xx
WWW.92XIUXIAN.COM
18 ////(3)
(3)
xx
xx
xx
xx
99 20 199 50 99 199
110%120% 10%
20% 8 9
5070 50 30 20
7090 20 50 60
90 40 60 90
80 85 100
80
85 xx
90
20% 102
99 99
20%
10%
20% 5%
WWW.92XIUXIAN.COM
19 ////(4)
(4)
20%
WWW.92XIUXIAN.COM
20 (1)
(1)
xx
2006
6
50
3
10%
2008
5% 400
200
IXUS
6 IXUS
21 (2)
(2)
200
200
2010
iPhone
5 iPad
3000
100%
NOKIA
MP3 iPad
2000 3
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22 (3)
(3)
5 100 10 110
WWW.92XIUXIAN.COM
23 (1)(1)
15 8
5 8
3
1
300
2000
2007 12
3 5
WWW.92XIUXIAN.COM
24 (2)(2)
2009 6
UV
=
6
UV
6 6
6 6 6 60 600
?
20000
?
500%
WWW.92XIUXIAN.COM
25 (3)(3)
?
banner
banner
2010
+ +
?
800 8000 10 100
26 (4)
(4)
WWW.92XIUXIAN.COM
27 (1)
(1)
1300 1500
10 1900 15 2300
30 15 2300 10
28 (2)
(2)
x xx xxx
CR-V
2011
29 (3)
(3)
xxx
LV 50
50
38 39
42
A.O.
34 10%
15%
92XIUXIAN.COM
30
1000
300
100 =x
CRM
WWW.92XIUXIAN.COM
31 ////(1)
(1)
//
100 70
? =
? =
60 100
xx =xx
32 ////(2)
(2)
68
38 38=68
38
6 10 5
68
? =
VIP 30
95%
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33 (1)(1)
2009 Groupon
+ + =
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34 (2)(2)
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SNS icon
Ctrl+C
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35 (3)(3)
Ctrl+C
xx xx
xxx
10
2.4 99
100
36 (4)
(4)
WWW.92XIUXIAN.COM
37 (5)(5)
2010
1
1%
1 30
20
2006
5 9
10 8 20 75 100 6
7 9
3 8
7 93
WWW.92XIUXIAN.COM
38 (1)(1)
// xx //
xx
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39 (2) (2)
// xx xxx
xx xx
1+1?2 xx
xxx
40 (1)
(1)
41 (2)
(2)
30
20 5
10 20
WWW.92XIUXIAN.COM
42 (1)
_____________
_________
7 500
43 (2)
7 45 7
46 45
44 (3)
------
xxx xxx
WWW.92XIUXIAN.COM
45 (1)(1)
WWW..92XIUXIAN
WWW 92XIUXIAN..COM
COM
46 (2) (2)
2008 banner
ROI
1
20
17.5
2.5
20
20
ROI
ROI
ROI
A:
B:
C:
ROI
47 (3)
(3)
A B C
10 12 15
* ROI
A
C
B
UV
UV
30 40 44 110%
UV 32 45 41 91%
1000 840 84%
100
2 10
30 20
20
48 (4)
(4)
A B
A B
49 (5)
(5)
WWW.92XIUXIAN.COM
50
11
11
11
___________________________
11 11
2-3-4
79.2 8
2%
A B B A
B
5%-10%
UV /
UV
UV / IPV_UV
6%
100
100%
100
4% 4
8%
35% 3%
UV UV
3
UV220 UV 75 6
3%
50%
50%
5%
2.5%(50% x 5%)
UV
5
4
4 15
UV
UV
3%
100%
150
89
1.
2. CPS
3.
100%
100
4% 4
8%
35% 3%
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