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第一章：线上教育行业运营案例...................................................................................................................7
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案例名称：ABC time 魔力英语 ...........................................................................................................8
案例名称：ABC king 最强单词王.................................................................................................... 10
案例名称：英语点读 ABC—K12 小程序 ....................................................................................... 12
案例名称：英语入门体验课（英语流利说少儿版） ................................................................. 14
案例名称：21 天七巧板探险营 ......................................................................................................... 16
案例名称：6--8 岁阅读力训练营 ..................................................................................................... 20
案例名称：0 元包邮领学而思练字小助手 ..................................................................................... 22
案例名称：在线教育行业轻教育产品 0 元免费学活动 ............................................................ 23
案例名称：斑马英语 9.9 元体验课拆解 ......................................................................................... 26
案例名称：VIPKID 自然拼读课三人成团 ...................................................................................... 29
第二章：电商行业运营案例 ......................................................................................................................... 33
案例名称：京东到家 0 元购 ............................................................................................................... 35
案例名称：拼多多-多多旅行 .............................................................................................................. 36
案例名称：搭建持续增长的线上线下运营体系 ........................................................................... 38
案例名称：拼多多-1 分钱抽奖 .......................................................................................................... 43
案例名称：淘集集小程序 .................................................................................................................... 45
案例名称：支付宝 18 财富日，缤纷福利迎新年 ........................................................................ 50
案例名称：甩甩宝宝电商购物小程序 ............................................................................................. 55
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案例名称：小黑鱼小程序任务式裂变 ............................................................................................. 57
案例名称：贝店年货街活动................................................................................................................ 60
案例名称：京东商城-红包活动 ......................................................................................................... 62
案例名称：拼多多-多多果园 .............................................................................................................. 64
案例名称：苏宁易购-全民邀新大作战 ........................................................................................... 68
案例名称：拼多多-金猪赚大钱 ......................................................................................................... 70
案例名称：618 理想猫大赢家，合猫猫瓜分 3 亿红包 ............................................................ 72
案例名称：618 砍价惊喜 .................................................................................................................... 74
案例名称：淘宝-金币庄园 .................................................................................................................. 76
案例名称：刷屏的淘宝人生................................................................................................................ 77
案例名称：拼多多-好物免费试用 .................................................................................................... 80
案例名称：拼多多-招财猫签到领现金 ........................................................................................... 82
案例名称：拼多多-砍价 0 元拿 ......................................................................................................... 86
案例名称：拼多多-助力领现金 ......................................................................................................... 90
案例名称：当当网一分拼团抽奖 ...................................................................................................... 94
案例名称：聚划算-拯救特“困”户 ................................................................................................ 96
案例名称：妈妈心选等社群电商平台投放渠道的套路拆解 .................................................... 98
第三章：生活社交行业运营案例.............................................................................................................. 102
案例名称：单身星球公号利用小程序引流 .................................................................................. 102
案例名称：七夕出租自己小程序 .................................................................................................... 104
案例名称：派派"通过小程序为 APP 引流的案例 .................................................................. 106
案例名称：“即刻合伙人”活动拆解 ........................................................................................... 108
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案例名称：人工智能看面相.............................................................................................................. 110
案例名称：美团外卖-小哥送餐记 .................................................................................................. 111
案例名称：soul 的“灵魂社交” ................................................................................................... 113
案例名称：墨迹天气 35 度计划 2019 .......................................................................................... 115
案例名称：淘票票打卡 5 部电影赢全年观影不花钱 ............................................................... 116
案例名称：同程艺龙-帮我抽个加速包吧！ ................................................................................ 118
案例名称：天天喂猫小程序.............................................................................................................. 120
案例名称：若人生是一场游戏，女生更难噢 ............................................................................. 123
第四章：金融保险行业运营案例.............................................................................................................. 127
案例名称：中国银联“云闪付”App 推广领红包 .................................................................. 127
案例名称：网易有钱 app 的“五月撒钱季” ............................................................................ 128
案例名称：微贷网-立即赚赏金，人人都有份 ........................................................................... 129
案例名称：柠檬记账：抽奖+红包小程序模板 .......................................................................... 131
案例名称：众安保险尊享 e 生瓜分百万现金 ............................................................................. 133
案例名称：360 借条-邀好友赚壕礼 .............................................................................................. 135
案例名称：建设银行-全民弹珠大作战 ......................................................................................... 136
案例名称：深夜银行小程序.............................................................................................................. 138
案例名称：京东金融—618 购物车消消乐.................................................................................. 140
案例名称：中信银行-“夏日发现之旅” ..................................................................................... 141
第五章：内容资讯行业运营案例.............................................................................................................. 147
案例名称：网易新闻签到活动 ......................................................................................................... 147
案例名称：书旗小说签到功能分析 ................................................................................................ 148
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案例名称：简书“写作日更活动” ................................................................................................ 150
案例名称：喜马拉雅小程序-0 元领课程活动 ............................................................................ 153
案例名称：水滴阅读邀请好友活动 ................................................................................................ 156
案例名称：我的掌上书店--分销微创新 ....................................................................................... 157
案例名称：新世相-向 100 万中国人说晚安 ............................................................................... 159
案例名称：喜马拉雅＋知识大使 .................................................................................................... 161
案例名称：微信读书送会员活动拆解 ........................................................................................... 163
案例名称：用上瘾模型拆解喜马拉雅 123 打卡返现活动 ..................................................... 164
案例名称：新东方-7 天搞定考研时政 .......................................................................................... 167
案例名称：有书-漂流活动 ................................................................................................................ 169
案例名称：晚睡 10 点读书活动裂变 ............................................................................................. 171
案例名称：鸟哥笔记《小红书》免费领....................................................................................... 173
案例名称：樊登读书-1 元拼团购买 21 天 VIP .......................................................................... 175
案例名称：趣头条中留存/拉新的 5 个设置 ................................................................................ 177
案例名称：运营知识地图 2.0 .......................................................................................................... 179
案例名称：成语小秀才小程序 ......................................................................................................... 182
第六章：实体零售行业运营案例.............................................................................................................. 187
案例名称：烘焙美食速成班的活动运营....................................................................................... 187
案例名称：LOHO 眼镜节狂欢节 .................................................................................................... 189
案例名称：奈雪的茶买一送一优惠活动....................................................................................... 191
案例名称：椰子鸡社群私域流量玩法 ........................................................................................... 192
案例名称：美宜佳 22 周年庆送你一间“美宜佳” ................................................................. 194
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案例名称：钱大妈不卖隔夜肉门店裂变拓客模式 .................................................................... 196
案例名称：内衣店做到店引流 ......................................................................................................... 199
案例名称：1 元请全太原人吃晚餐................................................................................................. 201
案例名称：某通讯行业经销商直营体验店开业活动拆解 ...................................................... 203
案例名称：索菲亚等家居 0 元免费设计 ...................................................................................... 206
案例名称：实体企业如何通过线下展会进行吸粉？ ............................................................... 207
第七章：优秀运营/营销工具推荐 ............................................................................................................ 211
工具名称：零一 SCRM 系统 ............................................................................................................ 211
工具名称：一起学堂社群直播工具 ................................................................................................ 213
产品名称：YY 旗下一件爆品社交直播电商平台 ....................................................................... 215
工具名称：微盟微商城小程序 ......................................................................................................... 216
终章：如何制定 2020 年的运营计划 ..................................................................................................... 217
一、公司战略规划篇 ........................................................................................................................... 217
二、部门岗位规划篇 ........................................................................................................................... 229
三、个人成长篇 ..................................................................................................................................... 234
四、总结 .................................................................................................................................................. 238
关于我们 .................................................................................................................................................. 240
致谢 ..................................................................................................................................................................... 242
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