传统运营推广思路： 4P理论 product price place promotion 促销 创意-Ui-推宣-渠道布设-计算佣金毛利，返点返利分成 渠道非常重要 本质是流量逻辑

一个引爆场景对于另外特征的社会群可能意味着无感、漠然、可忽略。 这是所有人的小时代组成的大时代

罗辑思维微信公众号抢购图书是基于罗振宇魅力人格的一次信任链接，售卖核心不是图书本身的价值或价格，因此淘宝书店的商品逻辑不成立。“罗辑思维”图书包的商品详情页不是规格、尺码与定价，而更多的是关于这个图书包的故事是能够打动人心的温度。新书在电商打折销售的价格敏感法则失效了，人的连接在微信这样的社交沟通生态中获得了更高溢价。

哥吃的不是面，是寂寞

场景常常表现为与游戏、社交、购物等互联网行为相关的，通过支付完成闭环的应用形态。我们通常称之为应用场景。能够触发用户沉浸式体验或者能够使用户长时间停留的应用形态，如视频、游戏、微信，可以被理解为超级入口；能够应用微信支付/支付宝完成交易的购物、用车、本地团购等场景可以被理解为支付场景。

“季”取代了“集”，更压缩更浓缩；“屏”取代了“页”，更交互更智能；“群”取代了“人”，更聚合更链接

场景的本质是对时间的占有。拥有场景就拥有消费者时间，就占领消费者心智。

场景定义了我们的人格，付费规则，生活方式。 新的体验伴随新场景的创造，新的需求伴随新场景的洞察，新的生活方式也是一种新场景的流行。 未来的生活图谱，商业模式将由场景搭建。

移动互联网碎片化直接导致传统模式迅速失效，场景成为入口核心。 自制剧与电台场景与其说是社区内容，毋宁说是新用户获取方式和分享主体。让用户多维度感受App愿景，多频次传播打动用户，产品本身也因此获得关注并形成可持续的稳定入口

LBS、支付场景的渗透、社交网络的便利，让大数据正越来越多地深入到所有产业。 场景入口逻辑： 1。不再是简单执着于产品研发，而是专注洞察新的场景可能。 2。不再是拘泥于自我本位诉求，而是激发用户主动传播分享。 3。不再是红海竞争性流量获取，而是新品类独占新场景红利。

在无法满足用户价值敏感性时，用户就会计较价格敏感性。 如在线图书销售

产品创新是新的品类或者跨界混搭，这是起源于场景体验构成了商业价值的首要维度。 “体验”是决定用户消费意愿、消费动机乃至最后转化环节的核心。

摒弃传统的流量思维，为用户创造新价值。 1.塑造体验的层次感，层次感决定了场景的真实性 2.体验要有细节，细节足够真实才能吸引用户加入 3.提供基于长期消费伴随的拥护者养成类体验，并把控制权交给用户

渠道即连环的体验场景 体验层次表现为：体验带给用户的满足从功能到利益、从信任到知识层层递进 能否成为真实场景取决于体验感的层次组合是否可持续 如：京东到朋友圈微商到果壳与知乎

体验细节是场景成为流量入口的重要所在 如保温杯+一支笔+一个本子+iPhone 由于iPhone价格确定而其他物品价格不确定因此用户往往愿意为它们支付更高的场景溢价

细节铺陈中，单品会变成“关系标签”，是一种体验细节的亚文化符号 标签会快速迭代，迭代的背后是流量入口的消费逻辑和细节变化同步更替

基于长期消费伴随的拥护者养成类体验 如小米MIUI，2010年开始周迭代，每次更新都伴随着用户参与 让用户给品牌或产品做贡献比让利给用户更重要更有价值

品牌要把控制权交给用户，品牌与用户情感共鸣 如星巴克包装变红代表中国年快到了；Tfboys粉丝持续投入养成；鹿晗； Vice与北面的广告合作不出现北面商标，用户主动去找，成为Twitter和Facebook的热门话题，出现引爆点

泡沫意味着链接红利的可能 O2O的营销逻辑是以人为中心 有泡沫就恰恰证明了，市场的显性化存在没有泡沫，哪有红利可言。

移动互联网时代的消费精神 1.想要而不是需要 2.追求既视感，所见即所购 3.态度比功能重要 4.追求价值敏感性而非价格敏感性 5.自我表达与小众认同超过大众评价 6.社交网络评价大于现实沟通评价

社群感、亚文化这种可复制可大规模传播的内容使用户卷入 穹顶之下，没看过就觉得无法与别人沟通 这个时候内容不重要，重点是人受制于自身的订阅关注通讯录，在自己的信任链条里被卷入

以人为核心的社群思路 用户是拥护者 品牌也不再重点关注自己产品的功能，而是要提出它和用户有情绪共鸣的结合点

产品功能属性inside + 链接属性plus =新场景体验

产品即场景 分享即获取 跨界即链接 流行即流量

生活优选+社区便利=生活半径、58到家 爱+承诺=丁香医生、蜜芽宝贝 自助就餐+美味=下厨房、豆果美食； 人格买手+文艺生活=野糖网、“罗辑思维” 全球优选+高性价比=小红书、什么值得买；

分享 用户：给自己社交关系链带来价值； 企业：以极低成本获取新用户

打车App通过智能算法，只用16-19元激活一个沉默用户； 电商平均100-120元

分享最大的主体不是企业或广告中介，而是人。 当人变成渠道，用户是传播者分发者或者营销者都不重要，重要的是彼此信任和人格背书

高频场景获取用户，用户粘性，获取高频带动低频的能力 低频场景获得较高的毛利

重度场景 消耗量大、使用人多、成为一种生活方式的场景 容易形成产业链 轻度场景重度化的过程中容易实现弯道超车

In some ways I'm still recovering from the trial. My health is not as good as it ought to be. I've gone back to practicing law and it seems to have taken a toll for whatever reason.

The world is full of opportunities - every day there's something new that you can do. For example, you could make dirty water potable. Why does anyone not have potable water? Because it's a problem that hasn't been solved yet, but it can be.

The son has always felt like he was a footnote in one of the stories the father tells. The father is an amazing storyteller and one of the tales that he tells is how he met his wife.

I was not a studious kid, and I struggled to find things that would command my attention and engage my ideas and energies.

Teens think listening to music helps them concentrate. It doesn't. It relieves them of the boredom that concentration on homework induces.

I've directed enough in the theatre and a couple of films to know that - to feel fairly secure that if I find a story that I really like I can probably get it done somewhat.

The U.N. is capable of endless process and mindless psychobabble, but as far as getting the job done on the ground, I just don't see them doing it.

Words let us say the things we want to say and also things we would be better off not having said. They let us know the things we need to know, and also things we wish we didn't.

My mum had a very strong moral code, which I kind of came with. I never really had to be told what was right or wrong - I knew. I was very mature from early on and I was a very good girl, so she never had any trouble with me.

One thing I carried my whole life, especially from my grandparents in Chicago, was a huge idealism for the world.

I'm proud of my work and how far I've come, and I'm proud of the way that I did it.

You still get the movies made. A filmmaker can always scrape up money to do a movie. The passion drives it. And you'll get the money. Money's the easiest thing. But the hardest thing is finding a way for people to see your movie.

I'm pretty much honest to a fault. It's my best and my worst quality.

... as a nurse, it's important to look calm on the surface when you're absolutely crapping yourself inside. So, if someone is waving a machete at you, which has happened to me when I was a nurse, it's important to make that person feel that you're in control.

So you know, everyone points out Greece's default record, but the history of a lot of sovereign nations is not a good one when it comes to lending them money.

A man must be big enough to admit his mistakes smart enough to profit from them and strong enough to correct them.

I get uncomfortable when people give me presents and watch me open them. I dont have birthday parties because the idea of a group of people singing and looking at me while Im blowing out candles gives me hives.

I never really saw myself as writing science fiction anyway.