互联网创业前奏曲·第二部：网站运营之人性、策略与实战

1以用户为中心的互联网运营........................................................................................001

2 互联网网站运营为什么重要：要播种，更要施肥................................................... 004

3 运营无人可替代：靠的是积累、思考和实践...........................................................006

4互联网运营人性心理学：运营底层............................................................................008

5最简易的权威策略........................................................................................................012

6头衔的权威暗示影响力................................................................................................015

7标志的权威暗示影响力................................................................................................018

8 社会认同策略................................................................................................................021

9人气热度的社会认同....................................................................................................022

10名人和意见领袖的认同..............................................................................................025

11众多普通人的认同......................................................................................................032

12 朋友的认同..................................................................................................................041

13 从小社会认同到大社会认同：引爆流行的转折点................................................. 044

14 稀缺性..........................................................................................................................049

15 对比原理......................................................................................................................060

16 占便宜心态..................................................................................................................064

17 互惠的威力.....................................................................................................................069

18 免费策略.........................................................................................................................074

19 比较和差异化.................................................................................................................078

20 前后一致.........................................................................................................................085

21 树立标杆策略.....................................................................................................................088

22 戴高帽策略.....................................................................................................................091

23 高门槛策略.....................................................................................................................094

24 相似关联策略.................................................................................................................095

25 超越用户期望.................................................................................................................102

26懒惰：省时、省事、帮我选择.....................................................................................104

27无意识中重复的力量.....................................................................................................108

28网性与用户的心理惯势.................................................................................................112

29 反差.................................................................................................................................113

30 友情、亲情.....................................................................................................................115

31民族主义与爱国主义.....................................................................................................121

32 贪婪与预期.....................................................................................................................123

33越禁止越感兴趣.................................................................................................................126

34小道消息与窥私欲.........................................................................................................129

35 害怕失去.........................................................................................................................133

36围观心态与人为制造矛盾和冲突.................................................................................136

37承诺的心理暗示.............................................................................................................142

38 高价等于优质.................................................................................................................145

39成功、致富、梦想.........................................................................................................149

40 食色性也......................................................................................................................153

41 成名..............................................................................................................................155

42 好胜心..........................................................................................................................158

43爱、温情与正面乐观..................................................................................................161

44 归属感..........................................................................................................................168

45 信任的稀缺..................................................................................................................173

46难度适中的设计和目标可视化..................................................................................175

47送货时间与购买决策..................................................................................................178

48幼鹅效应与第一次......................................................................................................181

49场景唤起与情绪共鸣..................................................................................................183

50 自发参与感..................................................................................................................186

51 结尾..............................................................................................................................188