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研究:Yelp可以為小商戶帶來真正盈利



The Boston Consulting Group,一間頂尖的商業策略顧問,最近訪問了4,800個商戶,從中了解Yelp對小商戶的經濟影響。結果是令人眼前一亮的:有使用Yelp免費商戶專用帳戶的小商戶老闆平均每年有額外$8,000美元的收入。

仔細諗諗,你只需要簡單在Yelp建立免費的商戶專用帳戶並註冊商店資料頁,就有多$8,000美元的年收入。明顯地,Yelp有助本地小商戶賺得更多。

更進一步,有使用Yelp廣告計劃的商戶更會有高達$23,000美元的年均額外收入。

對於一部份的行業來說,盈利會更高。以下是一部份有在使用Yelp廣告後取得高回報的行業分類:

– 家居 — $54,000*

– 汽車 — $39,000*

– 本地服務 — $36,000*

– 酒店及旅遊 — $36,000*

– 購物 — $24,000*

– 健康及醫療 — $20,000*

* 由Yelp取得的年均盈利(單位為美元)

相對於一般本地廣告服務的年均花費$4,200**美元,我們服務的資本回饋率具有競爭力。

我們認為始果唔算得太意外,因為Yelp是幫助有購買意欲的顧客提供更多選擇,而當中包括優質的本地商戶。令我們較為驚奇的是仲有商戶未把握良機去利用這個高回饋率,賺得更多顧客及盈利。

在另一份BCG進行的調查訪問了550個小商戶,他們發現小商戶的推廣預算中,只有3%被用在網上廣告。大部份小商戶都會將預算用在傳統的推廣方式,就好似車身廣告、報章、或者優惠劵等等。

但問題是,在顧客有購買意欲的時候,佢哋唔會特登走出街等睇車身廣告,或者在廢紙堆中搵相關廣告的版面。佢哋只上網,隨時隨地簡單快捷地尋找。

在早期已經有用網上廣告服務的小商戶絕對在同業的競爭中有優勢,因為他們有有效的渠道去吸引顧客,並同顧客建立良好的互信關係。所以我們認為,商戶絕對值得花上小小的時間,去深入了解哪一個廣告渠道才可以讓他們充份利用廣告的開支,發揮最大的效用。

儘管經濟學家都有不斷地研究Yelp對小商戶的正面影響,但BCG的研究卻是第一個全方位探討不同分類的商戶的仔細的問卷調查。

總結:註冊使用免費商戶專用帳戶可以為商戶帶來很多正面的影響,而廣告客戶會有甚至更多。

**一般本地廣告支出為每月$350或每年$4,200美元。

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