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Jingdong book

疯评:在互联网+时代,如何让你的产品和服务站上风口

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疯评:在互联网+时代,如何让你的产品和服务站上风口

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推荐理由1:全球很值得关注的12位人士之一,美国在线研究之王原创力作;国内一本利用大数据算法,讲透网络评论影响力与玩法的著作
推荐理由2:如今,82%的消费者购物前会查看网络评论,也就是说那些普通甚至满腹牢骚的评论者比专业专家、报章杂志更有影响力。而你,还在坐以待“黑”?
Content Description

得不到评论的商品,不是好O2O
怎样做顾客才会写下内容丰富、细节动人的好评?
怎样做已经给了好评的顾客会进一步为你免费做宣传?
如何让给了差评的顾客主动删评论,并愿意再次购买?
如何利用网络评论“上头条”,让产品一上架就被秒杀?
《疯评:在互联网+时代,如何让你的产品和服务站上风口》将带领你经历一场奇妙之旅,深度解析淘宝、大众点评等各类购物网站的评论运作系统,揭示网络评论如何改变商家与消费者的互动方式,并为那些被差评困扰的商家答疑解惑,为已经赢得好评的商家锦上添花。
当人人都是评论家,日进斗金的最直接办法就是让顾客都说你的好!
Author Description

比尔·唐瑟尔(Bill Tancer),云计算时代的数据研究狂人,全球值得关注的12位人士之一,美国在线研究之王,奥巴马竞选网络顾问。全球很大征信机构益博睿信息技术公司全球研究总经理,CNBC财经频道、彭博财经频道、福克斯商业频道常邀嘉宾,《时代周刊》“搜索科学”栏目主笔。比尔拥有二十余年的数据分析经验,在成为职业经理人之前,曾创办互联网数据研究机构Hitwise公司(被益博睿公司并购),著有《纽约时报》畅销书《在线为王》(Click)。如何让给了差评的顾客主动删评论,并愿意再次购买?如何利用网络评论“上头条”,让产品一上架就被秒杀?本书将带领你经历一场奇妙之旅,深度解析淘宝、大众点评等各类购物网站的评论运作系统,揭示网络评论如何改变商家与消费者的互动方式,并为那些被差评困扰的商家答疑解惑,为已经赢得好评的商家锦上添花。当人人都是评论家,日进斗金的直接办法就是让顾客都说你的好!
Comments

这本书中不仅解答了我的疑惑,还启发我关注评论蔓延后的趋势,也就是双向点评。本书将超过读者最初的设想,把评论这个热门话题的所有细节对不同人的不同作用都分析清楚,并进一步启发读者想到更多可能,进而做好充分准备应对未来的变化。
——孙路弘科特勒营销集团高级顾问

随着大数据时代的到来,对数据的研究越来越丰富,想脱颖而出必须有独特的视角。《疯评》将目光对准了网络评论,从这个专精的角度探讨了电子商务的现状与未来,引导企业更理性也更务实地认识网络评论,利用网络评论。
——姜奇平中国社会科学院信息化研究中心秘书长、《互联网周刊》主编

本书以一个中立的角度,连接企业与市场,通过众多典型的故事和直白的数据,深入剖析了网络评论对于企业的价值和作用,告诉企业如何运用网络评论赢得消费者的青睐。是互联网企业开创期值得一读的好书。
——胡近东韩都衣舍电商集团总经理

《疯评》的特别之处就在于,跟国内的淘宝一本通不同,本书用严谨的数据说话,通过大数据让好评换来更多好评,让中评变成好评,甚至让差评也带来关注度和利润。这是一本及时又实用的评论管理指南,想要做好电商的你,应该认真读一读。
——鼠小疯松鼠集团BDC品牌总监、松鼠萌工厂动漫文化CEO

本书以清晰的眼光、详实的案例、幽默的语言阐述个体与评论之间的微妙关系。互联网+评论如潮的公开环境下,对商家来说一条好评能雪中送炭,一条差评能被置于死地,如何用好这把双刃剑?阅读完这本经典案例+通透剖析的书籍,你将脑洞大开,找到适合自己的应对方法。
——徐一新深圳市宝易通珠宝网络科技有限公司总经理

无论互联网还是传统产品,网络评论的重要性不言而喻。通过各种渠道了解评论,是评估现有产品、判断产品方向、维系用户和提升宣传力影响的重要方式。本书对网络评论的现象和管理进行了非常系统的分析,值得研读。
——赵学雅微吃app创始人

这本书太棒了!令人惊叹!非常了不起!如今,网络评论四处可见,它们的商业价值也越来越高。比尔·唐瑟尔巧妙揭示了评论经济能为商家带来的益处。写得棒极了!
——肯尼思·库克耶《大数据时代》(BigData)合著者之一

比尔·唐瑟尔凭借本书打进了商业书畅销榜,这是一本重要、及时、实用而且有趣的作品。不论你是企业主、市场营销人员,还是像我一样只是一位普通消费者,你都会迷上他笔下的这些网络评论现象,如今这些现象已经并将持续改变市场竞争格局。如果商家对其视而不见,那可真要后果自负了。
——保·伯林翰《小巨人》(SmallGiants)作者

网络评论显然已经成了很具影响力和被误解很多的网络营销渠道,而本书正是一本优秀的网络评论运用指南。
——马丁·林斯特龙《品牌洗脑》(Brandwashed)作者
Catalogue

第1章 评论经济:隐藏在顾客指尖的利润
网络评分每增加1星,营业额提高5%~9%
顾客会踏进哪家餐厅?网络评论说了算
4星半的商家也要在意一条差评
被差评?说明你“红”了
第2章 为什么有些商家抵触网络评论
勒索:“否则,就让你好看”
点评网站被收买
他们水军有力量!
威逼不成,改利诱:“给您打个八折?”
Yelp式“钓鱼”
扑朔迷离:这条评论是真还是假?
那些无厘头的神评论
第3章 如果遭遇差评
喊冤之前,请先正视对手
为什么米其林三星餐厅也会有差评?
存在即合理:差评的中肯之处
第4章 放大镜下的评论者
锁定目标对象:谁在评论?
读心术:他为什么评论?
评论者的四种类型
第5章 有时,差评预示着下一个风口
让评论者成为自己的线人
差评是一面镜子
捕捉蛛丝马迹,打开市场缺口
餐饮业里的刚性需求
没有差评的商家不足以语信任
亚马逊凭什么赢?
第6章 好评捕获术,五大秘诀
秘诀1 热情是好评的领航员
秘诀2 保持信息高度透明,塑造网络影响力
秘诀3 多渠道吸引顾客撰写评论
秘诀4 像做业务一样管理网络评论
秘诀5 超预期服务,提供评论素材
一位好评收集者的建言
评估:如果顾客需求与经营宗旨相悖
第7章 见招拆招:不论批评还是赞美,请照单全收
撒泼?自嘲?总有方法让差评变好评
摆好姿势,迎接赞美
高情商+高智商=回应差评的五个步骤
第8章 先发制人,巧妙引导评论趋势
明知故问:“你从哪里找到我的?”
往顾客的咖啡里加入情感“方糖”
捅破窗户纸,主动要求评论
第9章 最双赢的商业关系:顾客之上,朋友未满
如何与星巴克抗衡:驱赶“蹭网族”
超五星酒店的黄金法则
拉拢意见领袖,留心优惠券影响者
第10章 评论经济的受益者们
既得利益者:更大更香的奶酪
最终得利者:更多顾客,更准确的营销
对评论经济的的五大预测

Book Abstract

第一章评论经济:隐藏在顾客指尖的利润
如今,一切事物都会被评论:无论是你手上的这本书、昨天的午餐、几乎每天早上都会光顾的咖啡厅,还是常去的干洗店、定期拜访的牙医、家里使用的搅拌器、选修课的教授、在听的音乐,甚至是约会对象,当然也包括你本人。一切的一切都会被评论。
对消费者来说,点评网站的激增可谓是天大的恩赐,为他们提供了更全面了解产品和服务的信息与机会。
实际上,消费者不是网络评论的唯一获利者,商家也能从评论中受益,因为评论浏览者往往正是潜在顾客,点评网站相当于商家自我展示的平台。
点评网站为商家完美征服潜在顾客提供了绝佳的条件,这也就是网络评论应该被珍视的重要原因。然而,相较于其他主流的线上营销渠道,这片未经深耕的“战场”常常被忽略。
点评网站的营销作用不显著有一个重要原因:多数商家都将目光和资源集中在社交媒体上了。商家正忙于管理社交网络,他们全心全意维护Facebook页面,更新Twitter状态,在Instagram上传新照片,因此分身乏术,再也没有多余的精力来照顾一下顾客的评论。毋庸置疑,社交媒体平台的确颠覆了绝大多数企业的营销策略,但社交媒体平台更适合品牌认知度方面的建设,它在促成交易方面往往有些力不从心。不管商家与顾客在Facebook和Twitter怎样相谈甚欢,也很难将线上的好感转换成线下的收益。研究数据也表明,社交媒体促成的交易量不足线上总交易量的1%。
商家忽视网络评论的另一个隐形原因可能是网络评价七嘴八舌、错综复杂、难以统一。尽管消费者的评论和星级评分加强了消费者与商家的互动,但是网络评价往往带有强烈的主观色彩,不能时时刻刻客观反映产品和服务质量。尽管网络评价为消费者提供了信息,但这些信息同时也不够完整、缺乏准确性甚至观点相左。
尽管如此,网络评论对消费者购买行为的影响力还是越来越大。调查显示,近82%的美国消费者会在做出消费决策前参考顾客评论。然而注意到这个趋势的商家并不多,他们中的大多数依然选择盲目营销,进而在不知不觉中失去顾客和市场。实际上,如果商家稍稍留意一下网络评论这片沃土,疲软的经营情况就会发生显著转变。
……
Introduction

亲爱的读者,写条真实评论吧!
科特勒营销集团高级顾问孙路弘
中国消费者78%都有过购物留评论的经历。淘宝网经典语句:亲,留个好评吧。
那么,你能够看出来下面的哪条评论是真的吗?
第一条:
酒店位于熙熙攘攘的芝加哥市中心,是企业高管的理想选择,不仅地理位置上佳,而且能看到壮观的海景。餐厅宽敞明亮,整个用餐过程很愉快。夜幕降临,华灯初上的芝加哥非常美,仿佛一幅美轮美奂的风景画,在俯瞰市景的同时享受美食的感觉真好。酒店房间很宽敞,还专门提供了办公桌。我强烈推荐企业高管选择这家酒店。
再看第二条:
5月我与同伴在芝加哥待了一周,心想要善待自己于是选择了希尔顿酒店,所幸它没有让我们失望。或许是因为其他不少房客都只住一两晚,而希尔顿似乎有优待长住房客的惯例,所以他们主动帮我们升级了房间,换了两套有独立洗手间的标准双床间。
以上两条来自这本书,书名叫《疯评》。
请读者回顾自己的经历,决定购买一个产品之前,会看别的消费者留下的评论吗?如果看,会受到影响吗?如果会受到影响,你能够知道哪条留言是商家付钱找人写的虚假好评,哪些是竞争对手付钱找人写的恶意差评?
当评论遍布网络每一个角落的时候,有这么一个人就是要透彻地研究清楚,这些评论哪里来的?起到了什么作用?这些作用对每一个消费者来说,是积极正向的,还是消极负面的?对商家来说,这些评论的作用又是什么?
这本书的作者之前出版过一本书,叫《在线为王》,图书出版后,他不断上网去看读者评论。后来,因为受不了差评,于是选择不再看评论了。再后来他发现自己最喜欢的书——《魔鬼经济学》也被读者差评,但销量却不受影响,名列排行榜前三。于是,作者开始重新思考,自己害怕差评的核心原因是什么呢?
作为读者,你阅读这本书打算收获什么?人人都是评论家,你自己是吗?你写过评论吗?写评论的时候,目的是什么?又或者你是商家,那你害怕差评吗?
以上问题,书中都有答案。作为一名普通消费者,我忍受不了网络到处无法辨别真假的评价,那里面既有批量水军撒下的各种虚假好评,也有对手制造的恶意差评。所以读这本书时,我最关心的就是能从中学到哪些识别网络评论的方法。
作为一位作者,我也有图书出版,如果别人给我留差评,我应该怎么办?回避还是回应?改进还是改变?
一口气两个小时,我紧凑地读完了这本书,得到了我要的答案。你呢?作为读者,你抱着怎样的心态拿起了这本书?一本书不该被随意翻阅,读者也不应该看别人读自己就去读。你必须建立自己的阅读目的,有了阅读目的,你也就能够评价自己是不是通过这本书实现了目的,这样你留下的评论就更加具体、客观,而且有说服力。
这本书中不仅解答了我的疑惑,还启发我关注评论蔓延后的趋势,也就是双向点评。通过对打车软件Uber的双向评价机制的分析,作者想大家揭示出了Uber在消费者与商家之间架设的那座桥梁。信息的透明,双向的了解,交易的基础是了解后的你情我愿。
读完一本书达到阅读前的目的并不难,难的是这本书能够超越读者最初的设想,把评论这个当今网络流行趋势的所有细节,对不同人的不同作用都分析清楚,并进一步启发读者想到更多的可能性,进而为未来的发展做充分准备。
真实评论往往有三个特点:第一,评论中有具体细节;第二,评论中有具体人物;第三,评论中有前后呼应的逻辑关系。现在,你知道开篇的两条评论中,哪条是真实评论了吧?
各位读者,你要不要也给我这篇推荐序写条评论?亲,留条真实的评论吧!

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Brand Origin China

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Products that have gift card deals can be recognized by a special symbol showing 'GC Deal';

For any additional questions or concerns, please contact our customer service;

Yamibuy reserves the right of final interpretation.

Sold by Yami

Service Guarantee

Yami Free Shipping over $49
Yami Easy Returns
Yami Ships from United States

Shipping

  • United States

    Standard Shipping is $5.99 (Excluding Alaska & Hawaii). Free on orders of $49 or more.

    Local Express is $5.99 (Available in Parts of CA, NJ, MA & PA). Free on orders of $49 or more.

    2-Day Express (Includes Alaska & Hawaii) starts at $19.99.

Return Policy

Yami is committed to provide our customers with a peace of mind when purchasing from us. Most items shipped from Yamibuy.com can be returned within 30 days of receipt of shipment (For Food, Beverages, Snacks, Dry Goods, Health supplements, Fresh Grocery and Perishables Goods, within 7 days of receipt of shipment due to damages or quality issues; To ensure that every customer receives safe and high-quality products, we do not provide refunds or returns for beauty products once they have been opened or used, except in the case of quality issues; Some products may have different policies or requirements associated with them, please see below for products under special categories, or contact Yami Customer Service for further assistance).
Thank you for your understanding and support.

Learn More

Sold by Yami

Terms and Conditions of Yami E-Gift Card

If you choose “Redeem automatically” as your delivery method, your gift card balance will be reload automatically after your order has been processed successfully;

If you choose “Send to Email”as your delivery method, the card number and CVV will be sent to the email address automatically;

Any user can use the card number and CVV to redeem the gift card, please keep your gift card information safely. If you have any trouble receiving email, please contact Yami customer service;

Yami gift card can be used to purchase both Yami owned or Marketplace products;

Yami gift card will never expire;

Yami gift card balance does not have to be used up at once;

All rights reserved by Yami.

Return Policy

Gift card that has already been consumed is non-refundable.

Sold by JD@CHINA

Service Guarantee

Yami Free Shipping over $49
Yami Easy Returns
Yami Ships from United States

Shipping

  • United States

    Standard Shipping is $5.99 (Excluding Alaska & Hawaii). Free on orders of $49 or more.

    Local Express is $5.99 (Available in Parts of CA, NJ, MA & PA). Free on orders of $49 or more.

    2-Day Express (Includes Alaska & Hawaii) starts at $19.99.

Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

Sold by JD@CHINA

Service Guarantee

Yami Cross-store Free Shipping over $69
Yami 30-days Return

Yami-China FC

Yami has a consolidation warehouse in China which collects multiple sellers’ packages and combines to one order. Our Yami consolidation warehouse will directly ship the packages to your door. Cross-store free shipping over $69.

Return Policy

You may return products within 30 days upon receiving the products. Sellers take responsibilities for any wrong shipment or missing items. Packing needs to be unopened for any other than quality issues return. We promise to pack carefully, but because goods are taking long journey to destinations, simple damages to packaging may occur. Any damages not causing internal goods quality problems are not allowed to return. If you open the package and any quality problem is found, please contact customer service within three days after receipt of goods.

Shipping Information

Yami Consolidation Service Shipping Fee $9.99(Free shipping over $69)

Sellers in China will ship their orders within 1-2 business days once the order is placed. Packages are sent to our consolidation warehouse in China and combined there. Our Yami consolidation warehouse will directly ship the packages to you via UPS. The average time for UPS to ship from China to the United States is about 10 working days and it can be traced using the tracking number. Due to the pandemic, the delivery time may be delayed by about 5 days. The package needs to be signed by the guest. If the receipt is not signed, the customer shall bear the risk of loss of the package.

Sold by JD@CHINA

Service Guarantee

Free shipping over 69
Genuine guarantee

Shipping

Yami Consolidated Shipping $9.99(Free shipping over $69)


Seller will ship the orders within 1-2 business days. The logistics time limit is expected to be 7-15 working days. In case of customs clearance, the delivery time will be extended by 3-7 days. The final receipt date is subject to the information of the postal company.

Yami Points information

All items are excluding from any promotion or points events on Yamibuy.com

Return Policy

You may return product within 30 days upon receiving the product. Items returned must be new in it's original packing, including the original invoice for the purchase. Customer return product at their own expense.

Yami

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Jingdong book

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Jingdong book