Previous Lecture Complete and continue  

  畅销书《增长黑客》介绍 & 成绩

本书成绩:


内容介绍:

市场上有大量关于互联网公司如何做营销的书,但绝大多数陷于“烧钱投入”和“体力劳动”两种路数。实际上,在大洋彼岸的硅谷,一种全新的职业——增长黑客,正在逐渐引领和重塑互联网行业营销和增长的理念。

所谓的“增长黑客”(growth hacker),指的是互联网公司中那些既了解技术,同时又具有产品思维和营销眼光的“混血儿”。他们能从单线思维者时常忽略的角度和难以企及的高度通盘考虑影响产品发展的因素,提出基于产品本身的改造和开发策略,以切实的依据、低廉的成本、可控的风险来达成用户增长、活跃度上升、收入额增加等商业目的。简单说来,就是低成本甚至零成本地用“技术”来让产品获得有效增长。

增长黑客的早期典型代表是已成功被微软收购的著名免费在线邮箱服务提供商Hotmail。他们使用了一种非常巧妙地方式来自我推广:在所有通过Hotmail发送的邮件末尾添加了一行签名:“附言:我爱你。你可以到Hotmail获得免费电子邮箱。(PS:I love you.Get your free e-mail at Hotmail.)”结果,几个小时后,Hotmail的新用户数量曲线陡然上涨,每天以新加入3000人的速度剧增。随着病毒传播的持续扩散,雪球越滚越大,六个月后,Hotmail的用户数突破100万人,五周之后,他们又斩获了第二个100万。

这些以正合、以奇胜的商战打法,狡黠之余却也透露出增长黑客的那种桀骜不驯与天马行空的嬉皮士精神。本书收录了大量类似的“黑科技”和不为人知的案例,将为读者打开全新的视角。

此外,本书也有幸邀请到了国内各大巨头公司的管理团队、顶尖投资公司合伙人、高影响力科技媒体创始人及知名创业者联名推荐。全书以400页的豪华篇幅,成为国内引入“增长黑客”概念的第一书。


作者简介:

范冰,《增长黑客》作者,科技专栏作家,曾任盛大创新院 WiFi 万能钥匙产品经理,现为移动互联网项目创业者。


欢迎去各大网店(京东/当当/亚马逊/豆瓣阅读)购买《增长黑客》。


** English Version **

“Growth Hacker(增长黑客)” is the first and only book to introduce the concept of “growth hacker/hacking“ to China, which is extremely insightful, practical and easy to follow.

In its Chinese version, the book has more than 300 pages filled with over 200 solid case studies from domestic to worldwide, together with a number of convincing charts and precious screenshots. It took the author 1 year to finally accomplish all this.

Ben Fan, who wrote this book, once worked at Shanda Innovations, which is formerly NASDAQ listed. During this job career, Ben took part in the WiFi Master Key project, which turned out to have over 7 hundred million users all over the world up to now. After that, Ben founded his own startup. The birth of this book is due to this new journey.

In this book Ben Fan describes Growth Hacking process as an AARRR Metrics Funnel Diagram which from one end users go in and from the other end retained consumers go out. Each metric contains dozens of effective case studies to follow. Besides, making the product fit with the market is also an important topic to discus, so varieties of forms of MVP(minimum viable product) is taught. The last chapter of this book brought 5 comprehensive cases ranged from unicorn companies to local startups, digging into their early exploration on finding their growth hacking paths, which is of great information, readability and pretty narrative.

With great honor, the book successfully invited Timothy Draper, American famous venture capital investor, founder of DFJ and Draper Unversity, and creator of “viral marketing” to write the preface. He’s no doubt a master and teacher of many entrepreneurs. His recommendation fully embody value of this book.

Also in China, many elites, celebrities and entrepreneurs read this book, some of them write their own recommendation or rated, these people include VP from Baidu, Alibaba, Tencent (Wechat), and partners from Matrix Capital and Sequoia Capital.

Within 4 months, “Growth Hacker” re-printed 3 times, while reviews and ratings rise to over 1,000, with an average score of 8.2 (beat Zero to One by Peter Thiel of 7.7). Mainstream bookstores and online stores such as Amazon Kindle store applied for first publish of new version time by time.

As the “Popular Entrepreneurship and Innovation” is called on by the Chinese government, we believe this book to be more virally spreading domestically soon.

We also want this book to enter foreign market. Because we believe that in a rising but sometimes disordered market like China, startups tend to be much more strongly release their creativity to do growth hacking tactics. These tactics may be inspiring at a certain level to people overseas, making them see a totally new world.

Not polite but I dare say, this book beat America-born growth hacking books such as Growth Hacker Marketing by Ryan Holiday from head to toe.