Thoughts on improving the value of the website from the consumer surplus

According to consumer behavior, consumption purchase driving force = consumption surplus = Purchase utility-Purchase cost   adult Tatsu oneself, only let users and advertisers feel more value than their own pay, can achieve stable business. The author summarizes the following four kinds of web site value promotion mechanism, for reference only:  1, value comparison mechanism: To have a comparison, there is value why shopping malls often play "discounts, coupons, prizes, points" and other words stimulated, and many women are happy, because people in the comparison often produce hallucinations, or cognitive bias. For example, buy 100 to send 50, perhaps its cost is not even 50, but people are easy to send 50 words attracted, feel earned. There are many examples of this in marketing.   Inspiration: The value of the site, often in a variety of comparative embodiment and incentive to enhance their value. For example, Dangdang, Taobao, etc., are through price concessions to attract people's attention. In addition, the comparison is also reflected in the differences with competitors, so that users are clearly aware of their differences.   In addition, this comparison mechanism is also reflected in the various books recommended and ranking mechanism, these are actually in the comparison show, so that users and buyers are very clear about the value of their own purchases. You see, the thing that everybody buys, certainly value is high.   To have a comparison, only value. This is the philosophy of human game.  2, value realization mechanism: To be very convenient, reduce the purchase cost must be very convenient, let the user find what they want. Yesterday I sell old newspapers, internet search for the acquisition of newspapers, the results of search for a lot of acquisition sites and classified sites, the result is not able to know is in the vicinity of their own people, see a lot of Web sites, the analysis of demand is not in place. Or even if your website construction is very good, in the promotion also has the question, lets the demand person not very convenient to find you.   In addition, the site should be very popular, people understand, the interface to be very friendly, in short, to facilitate. It is the most basic truth that no good play can come out. Unless there is no other place to go. It's like standing in line at the WC door.  3, value promotion mechanism: to have value-added services a lot of 2.0 sites made a mistake, thought that a platform to build a natural flow, there is advertising, there is business. In fact, the media competition has passed 1.0 times, the simple content has been highly homogeneous, homogenization means that consumers and users have more choices, or even free choice, no longer for where there is something to pay the bill. At this time, only by providing enough valuable and attractive products or services to attract users.   For example, the same blog, why Xingdong blog can not do it, and Sina to do it? Because the former blog is only a platform, and the latter blog has a portal to provide added value. Again, that's why people are willing to come to Eric, because Eric has an authoritative investigation into the company's resources and industry influence as attachedAdded value.   For example, marry My network provides a professional "matchmaking Index consulting Services", Taobao provides Alipay to solve the credit problems, these are added value. If you think 2 is a platform, someone to the opera, it is wrong. Even under the line of the ultimate real estate companies, but also through a variety of ancillary professional services for the buyers and sellers to build bridges, not just simple information delivery. At present, many sites have begun to pay attention to online and offline resources and services integration, is a good description.   Usually, 80% of the place is the cost, 20% of the place to profit, attract traffic is also often 80% of people, the money is often 20% people. Interestingly, these 80% and 20% are interdependent. In other words, 80% of the original demand for +20 of the value-added requirements = the value of goods. For example, you eat, 80% of the demand is because of hunger, 20% because the food is attracted by the appearance, the former is a health factor, the latter is the incentive factors, both in the purchase of behavioral decisions are indispensable. But only 20% of the part is often the most moving part.  4, value conversion mechanism: sell people to fish, not sell fish is not enough, you have to tell people how to do fish eat, so business will be better; even sell fry to people, let people themselves to raise more money. The business rationale is simple, when you bring each other 100 dollars of benefits, people naturally willing to spend 10 dollars to you.   But if you only want to earn 10 bucks from someone else, instead of thinking about how to make the other person feel the value of 90 dollars, then you can earn at most 10 dollars.   Many 2.0 of sites are also like this, just want to make money from users or advertisers, but do not want to give users and advertisers more valuable services. Such a business is doomed to be short-lived.  5 and value Maintenance mechanism: establishing a long-term relationship according to game theory, short-term communicative behavior is easy to generate moral hazard and increase transaction cost, while long-term communicative behavior is easy to form a solid cooperative relationship and reduce transaction cost. For example, a variety of integration incentives, membership system, are trying to long-term cooperation to achieve mutual win.   For example, QQ chat function, Shanda Gaming community, are relying on the community to form a network of people to enhance the user's viscosity. If the site can identify the user's behavior, and send the message regularly, open the community to facilitate exchanges between users, users can participate in the content of the site construction, so that users feel the strength of the community and their own value, it is easy to spontaneously produce a variety of consumer behavior. This is why Tencent and the grand secret of success.   Information, search, community, is the future of the Internet development of the three major sections, the value of the first two have been fully demonstrated, and the rise of community power, more in the context of marketing, to allow users to participate in the creation of value and benefit sharing, and ultimately form users, advertisers and Web sitesThe mechanism of tripartite total surplus.