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Jingdong book

商业游戏化从入门到精通实战指南

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Jingdong book

商业游戏化从入门到精通实战指南

Name: 商业游戏化从入门到精通实战指南
Brand: Jingdong book
SKU: 3102019241
Price: 45.94 USD
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你想要在自己的网站或APP中引入游戏化吗？请开始游戏吧！
你想要提升客户忠诚度、参与度和保持率吗？这本《商业游戏化》阐述了如何将游戏化原理应用到商业模式中，从而吸引并保持客户在网站或APP上的体验和参与。如果你有兴趣了解更多有关这个令人兴奋的商业战略方面的内容，请阅读这本《商业游戏化》吧。

（1）了解游戏化——揭示游戏化如何帮助你了解用户心理，探索它如何与你的商业目标相关联，确定哪些行为可能促进这些目标的达成。

（2）挑选路径——了解六种游戏化框架（社交忠诚、社区专家、竞争金字塔、温和引导、公司合作者和公司挑战），分析哪种有利于实现你的商业目标。

（3）让游戏继续——不管是从零开始建立你自己的游戏化方案，还是与游戏化供应商合作，组建你的团队，启动你的游戏化方案。

（4）美妙的游戏化——运用本书所提供的延伸阅读资料、网站和APP，扩展你的知识，彻底搞清楚游戏化。

Content Description

“互联网+”的时代，如果你还在沿用古老的客户和员工激励计划，那么你很快就会被其他企业甩在身后。为了提高客户和员工的参与度，你需要使你的商业模式游戏化。《商业游戏化从入门到精通实战指南》由美国Badgeville游戏化服务开发公司CEO克里斯·达根与知名作家凯特·舒普联合打造，告诉你如何设计并实施商业游戏化方案。《商业游戏化从入门到精通实战指南》在介绍了游戏化的基础知识后，详细论述了如何确定商业目标、瞄准期望行为、发放用户奖励、设计游戏机制、选择游戏化框架、甄选游戏化供应商、组建游戏化团队、部署游戏化元素并进行数据分析等。《商业游戏化从入门到精通实战指南》运用直观生动的图表、全新典型的案例以及简单易懂的语言，手把手教你设计并实施游戏化方案，是一本系统、全面、实用性强的商业游戏化指南性图书。《商业游戏化从入门到精通实战指南》适合企业所有者、管理者、营销人员以及想了解和学习商业游戏化相关知识和技能的初学者阅读。

Author Description

克里斯·达根（Kris Duggan），是Badgeville的首席执行官和知名企业家。他致力于帮助新品牌通过社交游戏与忠诚计划提升用户的参与度。克里斯还是游戏化、分析学和用户参与度方面广受欢迎的演说者，也是一个思想领袖，专门从事以创新方式将游戏机制和忠诚方案与网络和移动体验相结合。在创办Badgeville之前，克里斯作为高级管理人员在诸如美国网讯公司（WebEx）这样的顶尖公司任职。

凯特·舒普（Kate Shoup），已经创作出版了20多本书，包括《开办Etsy业务》（Starting an Etsy Business For Dummies）《如何在工作中应用你的商科专业知识》（What Can You Do with a Major in Business·）《垃圾：废物再用》（Rubbish：Reuse Your Refuse）《韦氏新世界英语语法手册》（Webster’s New World English Grammar Handbook）和《Office 2010简化版》（Office 2010 Simplified）等。凯特还曾参与撰写过长篇剧本（并拍成了电视剧），是NUVO新闻周刊的体育版编辑。

Catalogue

第一部分游戏化基础知识概述
第一章什么是游戏化
定义游戏化
游戏化能做什么
游戏化真的有效吗
谁在运用游戏化
开发游戏化方案的步骤
第二章怎样才能吸引客户
玩家类型简介
什么是内外部激励因素
福格行为模型
竞争与合作
如何激励关键行为
第三章确定商业目标
探讨与客户相关的目标
识别与员工相关的目标
第四章瞄准期望行为
区分惯性行为与有价值的行为
比较简单行为和高级行为
将行为和与客户有关的目标进行匹配
将行为和与员工有关的目标调整一致
找出你想阻止的行为
第五章合理设计奖励
奖励的类型
如何运用徽章
选择何种奖励
识别何时给予奖励
第六章了解游戏机制
游戏机制简介
积分
排行榜
等级
使命、挑战与探索
反馈
情境
反博弈机制

第二部分选择游戏化框架
第七章了解游戏化框架
六种游戏化框架简介
将框架与商业目标相匹配
理解社交忠诚框架
探讨社区专家框架
思考竞争金字塔框架
识别温和引导框架
了解公司合作者框架
分析公司挑战框架
选择适合你的游戏化框架
第八章面向客户的框架
社交忠诚框架
社区专家框架
竞争金字塔框架
第九章面向员工的框架
温和引导框架
公司合作者框架
公司挑战框架

第三部分实施游戏化方案
第十章选择游戏化供应商
自建还是购买游戏化方案
游戏化供应商举例
开放源码资源举例
第十一章组建游戏化团队
识别主要利益相关者
召集业务带头人
搜罗电脑高手
积聚创新型人才
留心锦上添花的人
第十二章配置与部署游戏化方案
设计阶段
开发阶段
测试阶段
上线实施
处理安全问题
第十三章进行方案分析
了解对于相关活动的分析
识别主要度量标准
选择度量标准
用分析回答关键问题
探讨行为健康指数
第十四章游戏化的未来
与游戏化有关的Pew报告
跟踪游戏化的未来趋势
第四部分延伸阅读
第十五章延伸阅读资料
《创建网络声誉系统》
《说服技术》
《游戏改变世界》
《全情投入》
《游戏化设计》
《怪诞行为学》
《影响力》
《习惯的力量》
《瞬变》
《思考，快与慢》
《驱动》
第十六章十大优秀的游戏化网站与APP
eBay（www．ebay．com）
Foursquare（www．foursquare．com）
GetGlue（www．getglue．com）
Mint（www．mint．com）
MuchMusic．com（www．muchmusic．com）
Nike+（www．nikeplus．nike．com）
Recyclebank（www．recyclebank．com）
三星（www．samsung．com）
sneakpeeq（www．sneakpeeq．com）
游戏互动（www．xbox．com）
附录引入游戏化对销售团队的重大意义
销售团队不作为导致的问题
参与度如何发挥作用
企业的投入现状
游戏化与销售2．0模型
游戏化发挥激励作用的机制
游戏化在销售进程中的正向强化
游戏化为销售人员带来的好处
游戏化在改善业务方面的意义
成功设计游戏化方案的一些贴士
游戏化方案的扩展
结论

Book Abstract

《商业游戏化从入门到精通实战指南》：
为什么麦当劳版大富翁能成为如此成功的奖励游戏呢？因为客户只要做了某种行为就能赢得奖品。也就是说，玩家至少会赢得一包薯条或一罐可乐，也许还能赢得大家伙呢，比如免费度假、汽车或其他一些诱人的奖励。客户被诱导着做出有价值的高级行为（即来到麦当劳进行消费，或访问麦当劳版大富翁网站）。
正如麦当劳版大富翁例子所证明的那样，从小小的一份食品到巨额现金大奖，奖品确实可以起到作用，或小或大。而你能够给出的最简单的奖品是手头有的东西，像薯条或可乐。你是电子产品零售商吗？是的话，那你零售的电子产品就是一种作为奖品的合理选择。你是服装零售商吗？是的话，那奖励用户衣服也不错。另一种不错的选择是能给品牌做广告的产品，比如说，带有产品商标的咖啡杯或棒球帽。
虽然奖品能使顾客变得激动、兴奋，但提供奖品却花销不菲，并且在部分用户身上还不一定能带来持续的参与，而可能仅仅只是给其一种积极的感觉，如果奖品是物品而不是体验的时候尤为如此。也就是说，如果参与者赢得了一台电视，过一段时间（从感情上来讲）它可能就贬值了。相反地，如果他赢得了一次意大利之旅，那这种奖励则会因旅行带来的愉快记忆而增值。
有时候，货币奖励可能会带来与预期不一致的效果，对公益网站尤为如此。为什么呢？因为它会让人们感觉自己不够慷慨。如果某个网站以鼓励人们做出贡献为中心，那货币奖励就绝对不是一个好的选择。
积分兑换
很多公司选择利用积分，或者虽然名称不一样但是功能类似的，如里程，来奖励期望行为。用户可以用其来兑换一些物品。以美国运通公司为例，持卡人只要消费就能赢取积分。持卡人可以用积分兑换物品，如零售商店和餐馆的礼券、音乐会门票或者机票等。持卡人甚至能把积分变现并捐献给慈善机构。
通常，1美元的消费能够得到1个积分，每100个积分可以兑换1美元（或等值商品）。
……

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