用户激励体系到底应该怎么落地，应该怎么执行？这篇文章，想和大家聊聊用户激励体系的“术”。
一、用户激励体系的原因及整体思路是啥？
设计激励体系，一方面是为了提升用户活跃，增加留存，粘住用户，另一方面也是为了度量每个用户在产品中的成长过程和价值，便于分群运营。当然，也有个大前提，就是企业愿意付出较低的成本来激励用户。
影响用户的行为模型B=MAT，让用户完成设定期望动作，需要满足三个条件：充分的动机；完成这一行为的能力；促使人们付诸行动的触发。
而决定用户动机主要有8个核心的驱动力：使命感、发展及成就感、创造力的发挥、占有欲、社交影响及联系、稀缺性、未知及好奇、恐惧及失去。
国内的互联网产品在搭建用户激励体系时，基本思路都是一致的，根据影响用户行为的因素，来设计等级体系、积分体系、徽章体系、会员体系等等。
接下来，我会分篇讲一下用户成长体系的具体落地设计，这里主要讲一下用户等级体系。
二、等级体系怎么创建？
相信绝大多数人拥有过这样一种经历：为了提高自己的QQ号等级，每天打开电脑第一件事儿就是挂上QQ号，看到自己QQ号等级不断上升，从星星变成月亮、从月亮变成太阳，内心充满了成就感，一定要跟小伙伴炫耀比拼一下，这应该是绝大多数人体验的第一个互联网产品的等级体系。
现在大火的王者荣耀设置了青铜、白银、黄金、铂金、钻石、星耀及王者荣耀几个段位。玩家为了升段位，沉迷于游戏不能自拔。等级体系的设计正是抓住了用户获得成就的满足感、喜欢炫耀等心理。
具体来讲，等级体系主要包括三个方面：定义影响等级的行为、等级成长值计算、不同等级对应的权益。
1. 定义影响等级的行为
影响用户等级的行主要可分为：“主动行为”和“被动行为”。
- 主动行为：一般指用户主动付出的行为，以汽车之家为例：可以是完善个人信息、绑定手机号、添加车辆、添加行驶证、发表评论、浏览文章、直播充值、直播打赏等。
- 被动行为：一般指的是其他人对其的认可行为，以汽车之家为例：这些行为可以是获得点赞、回答问题被评选优质解答、发表口碑被评为精华口碑、游记被推荐到每日推荐等。
一般的用户等级体系都会对用户行为进行量化，对产品贡献越大的行为，分值越大，没有固定方法论，具体分值自行设置，并且根据实际情况调整。
如马蜂窝积累方式如下：
当然有些等级体系并没有对应的量化数值，比如汽车之家问答产品中的KOL等级体系：
2. 等级成长值的计算
（1）计算函数类型
等级成长值计算一般会有几种比较通用的计算方式：幂函数、指数函数及分段函数。
对于想要设置更多的用户等级的产品，大多采用幂函数。通过拿到马蜂窝及汽车之家的等级规则，并做一下简单的回归分析，可以看到其等级成长值计算类似于幂函数。
（2）成长值计算逻辑
- 确定产品类型，选择计算成长值的函数类型F（指数函数、幂函数或分段函数）；
- 根据产品生命周期，自定义用户成长到最高级所用时间Tmax；
- 根据前面“定义影响等级的行为”，计算出用户每日可获得最大分值Smax；
- 根据b&c，计算出用户在该产品中整个生命周期中一共可积累的最大分值Mmax =Tmax * Smax；
- 根据最大分值Mmax和函数F，计算出用户可达到的最大等级Dmax，于是可以得出用户成长的等级区间[1,Dmax]；
- 根据等级区间[1,Dmax]，计算出每个等级对应的成长值。
按照上面的步骤，用户等级成长值基本的demo就可以制作出来了!
3. 不同等级对应的权益
为了给用户足够的激励，不同的等级体系，一般对应着不同的特权，而具体的特权需要根据不同的产品与业务来制定。常规来讲，对应的特权一般会从物质及精神两个层面进行考虑，大家可以参看激励用户行为的8个核心驱动力，对具体设计会带来有一定的理论依据及启发。
举个例子，网易云音乐的不同等级的用户，会享受不同的特权：
目前，越来越多的互联网公司开始设置用户等级来激励用户，淘宝、京东等开始用大数据建模的方式来设计等级体系，避免了人工大量的计算，模型也更加完美，有兴趣的同学可以仔细研究一下。
这里主要是讲了设计用户等级大概的一个设计思路，要做出完美的方案，还是需要深入研究产品及业务，不断迭代优化的。
作者：石头侃大山，互联网产品经理，公益咨询师，新事物的尝试者。个人公众号：石头侃产品
本文由 @石头侃大山 原创发布于人人都是产品经理。未经许可，禁止转载
文章评论
I blog frequently and I seriously thank you for your information. This article has truly peaked my interest. I will take a note of your website and keep checking for new information about once per week. I opted in for your RSS feed too.|
I didn't know that.
I do not even know how I ended up here, but I thought this post was good.
I do not know who you are but certainly you are going
to a famous blogger if you are not already ;) Cheers!
Hi it's me, I am also visiting this web site regularly, this website is genuinely pleasant and the viewers
are truly sharing pleasant thoughts.
Greetings from Idaho! I'm bored to death at work so I decided to browse your
website on my iphone during lunch break. I enjoy the knowledge you present
here and can't wait to take a look when I get home.
I'm amazed at how quick your blog loaded on my mobile ..
I'm not even using WIFI, just 3G .. Anyways, amazing blog!
Good post. I learn something totally new and challenging on sites I stumbleupon everyday.
It's always interesting to read content from
other authors and practice a little something from other web sites.
It's a shame you don't have a donate button! I'd certainly donate to this
brilliant blog! I suppose for now i'll settle for book-marking and adding your RSS feed to my Google account.
I look forward to brand new updates and will talk
about this website with my Facebook group. Talk soon!
It's an remarkable post in favor of all the internet users; they will take
advantage from it I am sure.
Hey there great blog! Does running a blog similar to this require a great deal of work?
I've very little expertise in computer programming
but I was hoping to start my own blog soon. Anyways,
if you have any recommendations or tips for new blog owners please share.
I understand this is off subject nevertheless I simply needed to ask.
Thank you!
Thanks for sharing your thoughts about 社群经济. Regards
I really like what you guys tend to be up too. Such clever work and reporting!
Keep up the fantastic works guys I've incorporated you guys to our blogroll.
Hi! Do you know if they make any plugins to safeguard against
hackers? I'm kinda paranoid about losing everything I've worked hard on. Any suggestions?
What i don't realize is in reality how you
are no longer actually a lot more well-preferred than you might be right
now. You are very intelligent. You understand thus significantly
on the subject of this subject, produced me individually
believe it from numerous varied angles. Its like men and women aren't involved
unless it is one thing to do with Woman gaga! Your personal stuffs
great. At all times take care of it up!
Fastidious answers in return of this matter with solid arguments and
explaining everything about that.
Genuinely when someone doesn't understand afterward its up to other visitors that they will assist,
so here it happens.
Amazing blog! Do you have any tips and hints for aspiring writers?
I'm hoping to start my own site soon but I'm a little lost on everything.
Would you propose starting with a free platform like Wordpress or
go for a paid option? There are so many choices
out there that I'm completely confused .. Any suggestions?
Kudos!
Fantastic items from you, man. I have consider your stuff prior to and you are just too great.
I really like what you have received right here, certainly like
what you are saying and the way wherein you assert it. You're making it entertaining and you still take care of to stay it
smart. I can not wait to read far more from you. That is really a great site.
Great blog! Is your theme custom made or did you download it from somewhere?
A theme like yours with a few simple adjustements
would really make my blog shine. Please let me
know where you got your design. Cheers
I didn't know that.
Aw, this was an incredibly good post. Finding the time and actual effort to generate a superb article… but what can I say… I procrastinate a whole lot and never seem to get nearly anything done.|
I was more than happy to discover this site. I want to to thank you for ones time due to this fantastic read!! I definitely savored every little bit of it and I have you saved to fav to check out new things on your web site.|
magnificent submit, very informative. I ponder why the opposite specialists of this sector don't understand this. You must proceed your writing. I am confident, you've a huge readers' base already!|