(中英文翻译)LBS是一种工具而不是一种模式.doc

分析：LBS是一种工具而非一种模式移动互联网的快速发展，带动着移动互联网应用的不断创新。从2010起，LBS的概念就在中国迅速兴起，但到了2011年底提供LBS服务的企业从最多50家已经降至仅剩15家。投行在看好移动互联网的同时又对LBS模式产生了质疑，最后很多业内人士纷纷表示LBS+O2O会更有发展潜力。在经过2011年在LBS领域的失败，很多企业已经意识到LBS是一种工具而非一种模式，完全照搬foursquare到中国市场是不可行的。一、LBS现有模式分析在国内做LBS的企业主要尝试过1.LBS+休闲娱乐的签到模式；2.LBS+生活服务与分享模式；3.LBS+户外旅游的社交分享模式了；4.LBS+休闲游戏的模式。1.像签到这种模式寿命不会很长，曾经风靡一时的抢车位、偷菜、好友买卖这种基于用户一时兴起的应用火遍了各个领域，不过现在几乎很少有人在玩这类游戏了。签到是基于用户的心理满足感与成就感发展起来的，如果一旦用户对这种感觉失去了兴趣或者觉得很麻烦，那LBS签到价值就会大打折购了。试想一下，哪类人群会拿着手机开着签到软件，走到哪里签到哪里呢？这种人群有，但是很少。所以说签到的模式本身就不是非常适合中国人的习惯，中国人还没到那么休闲的享受生活的每一个瞬间的阶段。2.LBS+生活服务本身的实用价值是很高的，不过同样的道理，哪类人群喜欢走到哪里分享到哪里呢？生活服务类的网站已经有很多了，一般人们在出行去一个陌生的地方时都会提前规划好，有多少人会走到一个陌生地方再看看手机LBS应用上别人分享的这附近的餐馆哪里好，哪里有优惠？海量的LBS分享信息，肯定让你挑花了眼，究竟该信谁的呢？去哪里呢？LBS+生活服务还是提供一些附近哪里有车位，哪里有公告洗手间等等这类的信息更实用。生活服务信息最关键的一点是实用，而不是社交。3.从目前的用户好评来看，还是LBS+户外旅游的模式受到更多用户的青睐，外出旅游本身就需要相关的地点引导工具，而LBS恰恰适合驴友们的需求、不过LBS是一种应用不是一种模式，把LBS应用加入到旅游的相关软件中才能针对驴友人群发挥出更实用的价值。4.LBS+休闲游戏的模式，不用多说也可以知道这种模式的寿命了，他更可以说成是下一个风靡一时的偷菜游戏，但是能不能风靡还是个未知数呢。游戏终将是游戏，中国的快节奏生活，有多少人有时间来玩这种类似于大富翁的LBS游戏呢？这种游戏适合那些空余时间比较多的人群，他们可以用手机玩这种游戏打发时间。这种模式的前景有在哪里呢？再来看看国外有哪些LBS模式：1.移动扩展版digg；2.于LBS的音乐分享应用；3.基于城市生活推荐类移动旅游资讯指南；4.基于LBS的视频分享应用；5.基于LBS社交问答；6.移动社交平台；7.让你认识身边的陌生人；8.移动版Craigslist；9.基于地理位置的微博；10.有趣的社交预测应用；11.LBS预设提醒服务。(列出这些模式供参考)国外的LBS发展比较早，现在也已经具备一定的规模了，由于国外的生活习惯于国内不同，所以在国外LBS的发展模式也有很多创新，一些创新的模式也已经得到了一定的发展。国内习惯模式国外的创新模式，在人人、微博、团购等国内模仿国外的模式成功之后，很多企业都把视线瞄准在国外，一旦国外有了新的比较有前期的模式，国内纷纷开始模仿，所以当国外LBS刚刚发展起来市，国内市场最高有50家企业在做LBS服务，用户该选择哪一款，用哪一个呢？在如此竞争激烈的领域，最终没有哪一个平台得到较大规模的用户，也没有哪一个平台在LBS服务上取得胜利性的领先。模仿国外的模式无可厚非，但是首先要符合国内的用户需求，在2012年期待各企业LBS的创新性发展。二、国内LBS转型方向近期的LBS大会上，各代表纷纷表示，LBS需要从Check In模式转到O2O模式，从一种娱乐性的应用转移到实用性的应用上来。这样使得最近火热的团购转型O2O模式与LBS签到模式转型O2O模式有了交集。各企业已经很清楚LBS不能成为一种独立的模式，而是一种非常有价值的功能。看来2012年LBS+O2O将会是热门的发展方向。LBS+O2O的模式将会使得目前火热的线上营销转移回线下营销上。于此同时微博等一些新兴的互联网营销手段将会结合LBS+O2O的模式展开线下与线上同时进行网络整合营销的各种新手段。只要有创造力LBS可以使得网络营销手段进一步发展。举个简单的例子，某商场可以搞一次LBS寻宝的活动，在商城的某些位置留下一定的线索，让参加活动的人群根据自己的智慧去寻找宝藏。如果能吸引很多消费者来参加，那后续产生的效果就不需多言了。从这个非常简单的例子可以想象，以后商场搞促销活动的时候在里面加入娱乐元素，会不会收到意想不到的效果呢？具体活动怎么搞就需要营销策划去安排了。相比来讲微博的营销手段更适合全国大范围，而LBS+O2O的营销手段更适合区域性，大范围+区域性的结合，线上+线下的结合，LBS在2012年将会有很大的发展潜力。三、对腾讯、新浪等LBS功能的质疑目前腾讯旗下的QQ、微信、朋友等手机社交软件当中都加入了LBS功能，而新浪、人人这些互联网上的社交网络大鳄也都在移动终端当中加入了LBS功能。对于他们来讲，LBS功能加入到手机客户端的本意就是提供一种新的服务，而不是重新开发LBS平台，现在已经证实独立的LBS的平台是很难站住脚跟的。因为LBS不能准确提供给用户想要的内容，所以LBS的独立平台在2011失败是必然结果。不过笔者现在还是有疑问，中国人当中有多少人希望暴露自己的行踪呢？在哪里都签到会不会就暴露行踪，以及暴露行踪后会产生什么样的影响，这些都是企业需要费用户考虑的。像QQ、微信和新浪的附近搜索的功能到底符不符合大众口味？可能有这一种情况，在用户希望独自外出的时候；在用户想一个人静静的时候；当用户与朋友相约的时候，这个时候他在使用某个可以暴露自己行踪的软件，恰巧被附近的朋友发现了，那这个朋友很不合时宜的过来与这个用户打招呼或者交流的时候，岂不是给用户带来了多余的麻烦事了嘛？退一步讲，如果两个彼此认识的人，在相同区域内同时使用微信，那彼此打招呼呢，还是不打招呼呢？打招呼说点什么内容是一个困惑的问题，不打招呼又有可能影响到友情。这个儿功能用的很矛盾啊！也许可以通过软件各种功能设定解决这个问题，也许很多人不存在这个问题。笔者只是站在中国人的自我保护心理的角度上产生了疑问。还有这种暴露自己行踪给陌生人的功能会不会对人身产品危险？最近已有新闻爆出在浙江有人利用微信实施强奸犯罪了。笔者不禁又想问，这种功能怎么用才合理呢？是提供固定物体的LBS查询，还是移动终端用户的LBS查询呢？到底怎么做更合理需要各企业的产品经理用心琢磨了。四、LBS+线下突发事件将LBS服务运用到线下的突发事件当中会不会起到意想不到的效果呢？把线下的突发事、要紧事、有趣事、好玩事等，通过移动终端发布到LBS平台上，其他人可以在这个LBS平台上查看附近发生了哪些事情是自己感兴趣的，可以根据自身情况选择是否前往事发地了解该事件的情况。这样使得线上围观转移回了线下围观。中国人喜欢看热闹的秉性，大家都深知肚明，由于网络的发展线上围观成为了一种看热闹的方式，那这种以突发事件为核心的LBS平台会不会更有价值呢？地方公众、媒体、政府机构等都可以实时查看自己所处区域是否发生了什么事情。通过LBS的功能可以把以往发生在身边的事情需要通过地方媒体报道之后才能知道的方式转变为第一时间就可以了解的方式。这样人人都可以成为事件源。然后再通过微博能把事件第一时间上传到网络，使得线下线上同时关注事件的发展。这种事件的传播方式如果可行，那将会成为很多企业的营销手段了。不管什么模式，只要能给民众带来实用性就可以。总结2010年到2011年的LBS领域的混战使得目前没有大平台产生。而由于资本市场的压力，各LBS企业总想着如何盈利，中国互联网的发展初期主要是先做规模，之后才逐步考虑盈利模式。现在到移动互联网的发展了，同样还是先不要想着盈利模式，还是回归先提升用户体验，然后培育用户量，之后才开始考虑盈利模式的方法比较好。不管今天的LBS的市场是如何凄惨，移动互联网的快速发展是已经认定的事实了，所以LBS未来的发展前景非常可观，主要是看哪家企业能最先掌握用户心底的那个关于LBS功能的潜在需求。希望在2012年当中，LBS可以提供更多实用的功能，而不是更多签到类的娱乐功能。 Analysis: LBS is a tool rather than a modelmobile internets rapid development, driven by the mobile Internet applications innovation from 2010 onwards, LBS concept in China is rising rapidly, but by the end of 2011 to provide LBS services business from a maximum of 50 has been reduced to the remaining 15. investment bank optimistic about the mobile Internet while on the LBS model have been questioned, and finally a lot of people in the industry have said that LBS + O2O will be more potential for development in the field after the 2011 failure of the LBS, many companies have realized to LBS is a tool rather than a model, completely copy foursquare to the Chinese market is not feasible. One, LBS Existing Pattern AnalysisLBS in the country to do business mainly tried 1.LBS + recreation sign pattern, 2.LBS + living services and sharing mode, 3.LBS + outdoor travel patterns of social sharing, 4.LBS + casual game mode. 1 like sign this mode is not very long life, once all the rage grab spaces, stealing food, friends trading this on a whim based on the users application Huobian fields, but now rarely someone playing such games the. attendance is based on the users psychological satisfaction and accomplishment developed, if once the user feeling lost interest or feel a lot of trouble, and that value will be big discount sign LBS purchased. Imagine what kind of crowd would Hold the phone open attendance software, go sign where? such a crowd there, but rarely. So sign pattern itself is not very suitable for chinese peoples habits, the Chinese people not to enjoy life so casual every moment of the stage. 2.LBS + life of the service itself is very high practical value, but the same token, what kind of crowd favorite wherever Share to where? Living services website has a lot of class, and generally people are traveling to an unfamiliar place Planning ahead will be a good time, how many people will come to a strange place and then look at mobile LBS applications to share with others where the good restaurants around here, where a discount? massive LBS share information, make sure you pick dazzled, what who the letter of it? Where does? LBS + living services, or to provide some nearby where parking spaces, toilets, etc. where there is this kind of information bulletin is more practical. living service information most crucial point is practical, rather than socializing. 3 users praise from the current view, or LBS + outdoor travel patterns by more users of all ages, travel related site itself requires guidance tool, and LBS precisely fit the needs of ALICE, but LBS is an application not a model of the LBS application software added to the tour in order to play for the ALICE population more practical value. 4.LBS + casual game modes, needless to say they can know the life of this model, and he can be said to be the next blockbuster game to steal food, but can not be swept still unknown yet. Playing the game will eventually , Chinas fast-paced life, how many people have time to play this game like Monopoly LBS it? Such games are more suitable for those spare time crowd, they can use the phone to play this game to pass the time. Such mode prospects where is it? Lets look at what foreign LBS modes: 1. Moving extended version digg, 2. At LBS music sharing application, 3. Based on recommendations of city life class mobile travel information guide, 4 LBS-based video sharing applications, 5. Based on LBS social Q & A, 6 mobile social platform, 7 let you know around strangers, 8 mobile version of Craigslist, 9. location-based microblogging, 10. interesting social forecasting applications, 11.LBS default reminder service. (These modes are listed for reference) LBS development abroad earlier, but now they already have a certain size, because different domestic accustomed to life abroad, so in foreign LBS development model, there are many innovations, some of the innovative model has been some development of domestic habits mode of foreign innovation model, in everyone, microblogging, buy imitation of foreign models and other domestic success, many companies regard the sight aiming abroad, once abroad, a new comparison with previous model, the domestic have started to imitate, so When a foreign LBS just developed cities, the highest domestic market has 50 companies doing LBS services, the user that the choice which one, which one do? in such a competitive field, which ultimately did not get a platform for large-scale users , there is no platform on which a victory on LBS services of lead. imitating foreign models understandable, but must first meet the domestic needs of users, in 2012 look to the development of innovative enterprise LBS. Second, The Direction Of The Transformation Of Domestic LBSRecent LBS conference, delegates have said, LBS need Check In O2O mode to mode, from one entertainment application transferred to the practical application up so that makes the recent transformation O2O buy fiery sign pattern model and LBS O2O mode transition has intersection. LBS each enterprise has been very clear not to become an independent model, but a very valuable feature seems 2012 LBS + O2O will be popular development. LBS + O2O mode will make the current hot online marketing transferred back to the line marketing. Meanwhile microblogging and other emerging internet Marketing Tools will be combined with LBS + O2O mode offline and online simultaneously expand the network a variety of new means of Integrated Marketing, as long as there is creativity LBS can make Internet marketing means to further develop. cite a simple example, a shopping mall can go for a treasure hunt LBS activities in certain locations in the mall leave some clues, let participate in the activities of the population according to their own wisdom to find the treasure. If you can attract a lot of consumers to participate in follow-up to the effect that you do not need to say it. From this very simple example can imagine, after shopping at the time to engage in promotional activities I added entertainment elements, will receive an unexpected effect it? specific activities will need to engage in Marketing Planning how to arrange it. Compared in terms of Microblogging Marketing tool is more suitable for a wide range of national and LBS + O2O marketing tool is more suitable for regional and large-scale regional combine + online + offline combination, LBS will be in 2012 great potential for development. Third, Tencent, Sina And Other LBS Functionality QuestionedCurrently Tencents QQ, micro-channel, mobile social software among friends, etc. have joined the LBS function, and Sina, all of these social networks on the Internet predators are also in the mobile terminal which joined the LBS functionality for them in terms of, LBS features added to the mobile clients intention is to provide a new service, rather than re-develop LBS platform, has now confirmed independent LBS platform is difficult to stand our ground in because the LBS can not accurately provide the content to the user wants, so LBS platform independent failures in 2011 is the inevitable result. But I still have questions now, Chinese people how many people want to expose their whereabouts it? Where will they all signed on the whereabouts of exposure, as well as the whereabouts of exposure will produce what kind of impact, these are the companies need to charge users to consider The. like QQ, Sina micro-channel and near the search function in the end character does not comply with the public taste? may have such a situation, the user wants to go out alone, I want a man quietly in the user, when the user Meet with friends time, this time he can expose their whereabouts using a software that happen to be near friends found out, that this friend is very outdated come up with this user greeting or exchange it, is it gives users extra Well trouble? say the least, if the two people who know each other in the same area at the same time using micro-channel, then say hello to each other, or do not say hello? greeting to say something content is a perplexing question, do not say hello to another likely to affect the friendship and this child functions with very contradictory ah! Maybe you can set various functions through software to solve this problem, maybe a lot of people do not have this problem I just stood in the Chinese peoples self-protective psychological point of view into question. There is such a stranger to expose their whereabouts to the function will not be dangerous to personal products? Have recently been in the news broke, Zhejiang someone using a micro-channel implementation of the crime of rape. I can not help but ask how this functionality is only reasonable to use it ? LBS object is to provide a fixed query, or mobile end-user LBS query it? in the end how to do a more reasonable needs of the business product manager thinking hard about it. Four, LBS + Line EmergenciesLBS services will be applied to the line of unexpected events which will play an unexpected effect it? Emergencies under the line, bear thing, there are interesting, fun things, etc., through the mobile terminal posted to LBS platform, others can be viewed on the LBS platform occurred near what things they are interested, you can choose whether to go according to their understanding of the incident, the case of the event, so that makes the online crowd shifted back to the line of onlookers. Chinese people Like to watch the mettle, everyone knows belly out, because the development of on-line network has become a crowd to watch the way, that in emergencies such as the core of LBS platform will be more valuable then? place public, the media, government agencies and so can be viewed in real time whether the area in which their own what happened. By LBS functionality can occur