十二种变现模式

想把头脑里关于变现的描述再提炼分类准确一些，假期恰好翻到一本小书做了比较完整的整理。

1.Product. Create a single tangible item or entity, then sell and deliver it for more than what it cost to make.

有些产品卖出去就是一个单一的产品，比如传统汽车（主机厂），产品交付后不会再变了，也没有能力变。

APP以产品形式切入，如果切入点选的好，实际上后续还可以在叠加以下的变现形式，所以资本市场可以给出更高的估值。

大部分散户只能理解到产品层面，甚至产品层面也理解不了。

产品同质化太严重的时候，就得叠加其它的，比如服务好的海底捞火锅。

卖产品的企业本质还是东西过硬，可以通过产品好去叠加服务好，反之可能行不通（服务好，产品一般）。

能在产品上叠加越多可变现的事情越有想象力，近年大火的电动车生意，在产品之上能叠加很多有趣的玩法。

2.Service. Provide help or assistance, then charge a fee for the benefits rendered.

理发店、按摩店

李想以前有个总结很有意思，truecar和汽车之家模式有什么区别？ “一个是自己拥有大量稳定土地（具备购买力的用户流量）的商业地产公司，一个是在各个楼盘前面摆地摊（到处买流量，自己不具备什么流量）的商贩。评价一个平台公司，本质就是看它的“土地”的 数量质量，土地的数量质量体现了收入的潜力。土地的获取成本（媒体和互动是获取土地的高效手段），体现了利润率的潜力。至于商业模式，很多企业除了不停的变变名词，实质上不会有太大的差别。”

3.Shared Resource. Create a durable asset that can be used by many people, then charge for access.

典型的资源国：俄罗斯

The following export product groups represent the highest dollar value in Russian global shipments during 2019. Also shown is the percentage share each export category represents in terms of overall exports from Russia.

Mineral fuels including oil: US$220.8 billion (52.2% of total exports) Iron, steel: $18.1 billion (4.3%) Gems, precious metals: $15.3 billion (3.6%)

from http://www.worldstopexports.com/russias-top-10-exports/

4.Subscription. Offer a benefit on an ongoing basis, and charge a recurring fee.

淘宝88会员 / 软件订阅 / 视频网站会员

5.Resale. Acquire an asset from a wholesaler, then sell that asset to a retail buyer at a higher price.

6.Lease. Acquire an asset, then allow another person to use that asset for a predefined amount of time in exchange for a fee.

7.Agency. Market and sell an asset or service you don’t own on behalf of a third party, then collect a percentage of the transaction price as a fee.

中介服务，链家。

8.Audience Aggregation. Get the attention of a group of people with certain characteristics, then sell access in the form of advertising to another business looking to reach that audience.

9.Loan. Lend a certain amount of money, then collect payments over a predefined period of time equal to the original loan plus a predefined interest rate.

贷款服务，compound

10.Option. Offer the ability to take a predefined action for a fixed period of time in exchange for a fee.

11.Insurance. Take on the risk of some specific bad thing happening to the policy holder in exchange for a predefined series of payments, then pay out claims only when the bad thing actually happens.

12.Capital. Purchase an ownership stake in a business, then collect a corresponding portion of the profit as a one-time payout or ongoing dividend.

书名是《THE PERSONAL MBA》