Traffic Pool

Name: Traffic Pool
ISBN: 9787508686769

杨飞CITIC Press2018

3.6

Word count: 137K words
Chapters: 35
ISBN: 9787508686769

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Summary

Traffic Pool is a practical marketing methodology by marketer Yang Fei, written in response to the traffic dilemma of the mobile internet era. The author observes that information is increasingly redundant and news ever more short-lived, overall traffic growth is slowing while the number of competitors rises rapidly, and traffic has become "scarcer, costlier, and more fraud-ridden." "Brand and performance unified" has become common consensus, yet the path to it remains a pain point. The book proposes "traffic-pool thinking," distinct from "traffic thinking," which concerns only acquisition and monetization: after acquiring traffic, one must store it, operate it, and tap it again, so that a single investment of traffic can be used repeatedly and grow in a continuous cycle, ultimately forming the company's own "super traffic pool" and unifying "quick wins" (rapid results) with "near-term gains" (direct sales conversion). The book unfolds along this thread: first diagnosing the traffic predicament and asking whether new brands still have opportunities after the traffic feast has ended; then arguing that "brand is the most stable traffic pool," introducing positioning methods and the reinforcement of visual and auditory brand symbols; next discussing how brand advertising can be made effective, including scenario triggers, brand touchpoints, product empowering positioning, and converting brand traffic into sales; then focusing on viral marketing as "the lowest-cost customer acquisition path," covering the AARRR model, the division of labor between growth hackers and marketing directors, and three types of tactics—App virality, WeChat virality, and offline virality—along with an analysis of success factors, gamified thinking, technical deployment of viral systems, and the operating logic of "finding increment in the existing base, high frequency driving high frequency." Many cases come from the author's own hands-on practice, including marketing campaigns for Shenzhou Zhuanche, Shenzhou Maimaiche, and Luckin Coffee, offering concrete plays for digital ad placement, social traffic transformation, and user relationship-chain operations. It suits practitioners who want a systematic understanding of how to implement "brand and performance unified."

Editor's review

市面上讲“流量”的书很多，讲“怎么把流量留下来”的却少。杨飞这本《流量池》的最大价值，是把一个常被说成玄学的词落成了可执行的动作：定位怎么做、符号怎么强化、接触点怎么省预算、裂变怎么做、微信服务号怎么改造成流量容器。作者不是学院派。他操盘过神州专车“更安全的专车”定位战，也参与瑞幸咖啡早期的营销打法，书里那些案例不是从别人的报道里转述来的，而是自己下场做过、复盘过的东西，因此步骤细致，甚至带着投放预算和转化口径的味道。对每天被“获客成本又涨了”折磨的市场人来说，这种一线感比理论框架更管用。结构上从“流量之困”的行业诊断写起，中段讲品牌与广告的实效化，后半本集中火力讲裂变与社交流量改造，层层递进，既可以通读，也可以按需翻到裂变或微信运营的章节直接抄作业。当然要提醒一句：书中的渠道红利与案例语境属于 2017—2018 年前后，抖音、小红书、视频号的玩法已大不相同。把它当作方法论底座而非操作手册来读，收益更高。

Who it's for

A good fit for

互联网公司市场、品牌、增长岗位的从业者，想系统理解“品效合一”如何落地。
创业公司与中小品牌的创始人、运营负责人，需要在预算有限时找到低成本获客路径。
广告、公关与营销服务机构的策划、客户人员，希望补齐甲方视角的实操逻辑。
学习市场营销、传播学的学生，想通过本土案例理解流量运营的真实语境。

Not a good fit for

只想要最新平台玩法与当下投放参数的人，书中渠道语境偏 2017—2018 年。
偏好严谨学术框架与实证研究的读者，本书更接近操盘手经验总结。
完全不涉及商业运营、只想读轻松散文或文学作品的读者。

Reading tips

先读第一章和第二章，建立“流量池思维”与“品牌即流量”的底层逻辑，再进入具体打法。
读到裂变与微信章节时，拿自己手上正在做的项目对照做一份检查清单，边读边改方案。
对书中的案例与数据保持审慎，结合当下平台生态补充最新的渠道知识。
可与其他定位、增长类著作对读，把本书当作“本土实操补充”而非唯一答案。

About the publisher

CITIC Press China · Founded in 1988

Founded in 1988 and affiliated with China CITIC Group, CITIC Press focuses on business and economics, social sciences, literature and children's books, with common categories covering social sciences, finance, literature, Eastern philosophy and literary appreciation. Its library holds 91 titles, including Yuval Noah Harari's Sapiens trilogy, Thomas Piketty's Capital in the Twenty-First Century, Wu Xiaobo's Thirty Years of Strife: Chinese Enterprises 1978–2008, Nelly Sachs's The Weight of Butterflies: Selected Poems of Nelly Sachs, as well as New Interpretations of the Analects and Chiang Hsun's lectures on Dream of the Red Chamber. Its authors and translators include Lin Junhong, Ba Shusong, Chen Li and Chang Fen-ling. Overall, the press introduces influential works in finance and social sciences while balancing classic translation and local appreciation in literature and Eastern philosophy, combining academic depth with accessible reading.

Preface
Chapter One The Traffic Predicament
1. The Feast Is Over—Do New Brands Still Have a Chance?
2. Success and Failure Both Come from Traffic
3. Breaking Out: Internet Companies' "Traffic Goes to the Countryside"
4. Under the Traffic Problem, How Can Companies Break Through in Marketing?
5. Using a Super Traffic Pool to Achieve "Quick Wins" and "Immediate Gains"
Chapter Two Brand Is the Most Stable Traffic Pool
1. The Awkward Brand
2. Brand: The Well of Traffic
3. The Three Sharpest and Most Effective Positioning Methods
4. Strengthening Brand Symbols (Visual Edition)
5. Strengthening Brand Symbols (Auditory Edition)
Chapter Three How to Make Brand Advertising Effective
1. Scenes: Using the Brand as the "Trigger" for Traffic
2. Perfecting Brand Touchpoints to Save Tens of Millions in Advertising Costs
3. Brand Strategy: Products Must Continuously Empower Positioning
4. How Traditional Brand Advertising Turns Traffic into Sales
Chapter Four Viral Marketing: The Lowest-Cost Way to Acquire Customers
1. Social Traffic: The Most Important Free Traffic on the Mobile Internet
2. AARRR: From Customer Acquisition to Viral Growth
3. Will Growth Hackers Replace Marketing Directors?
5. Viral Technique One: App Viral Growth
6. Viral Technique Two: WeChat Viral Growth
7. Viral Technique Three: Offline Viral Growth
Chapter Five How to Master Viral Marketing
1. The Three Success Factors of Viral Growth
2. Gamification Thinking: How to Make Existing Users Trust You More and More?
3. Technical Deployment of the Traffic Viral System
4. Find Increment in the Existing Base; Let High Frequency Drive High Frequency
Chapter Six Traffic Transformation of WeChat Social
1. Are 90% of Official WeChat Accounts Just Pleasing Themselves?
2. Turning the WeChat Service Account into a Super App
3. Creativity + Technology + Benefits: Hitting 100,000+ Every Issue
4. How Can Companies Master Social Marketing?

FAQ

“流量池思维”和普通的“流量思维”有什么区别？

按作者的说法，流量思维关注的是获取流量与尽快变现，一次性买卖；流量池思维则强调在获取之后把流量存储、运营、再发掘，让同一批用户反复产生价值，靠存量带增量，从而降低长期获客成本。

这本书适合完全没有营销基础的人读吗？

可以读，但门槛在“业务感”而非理论。书里有 AARRR、定位、品牌符号等概念，作者都用案例解释，入门者能看懂主线；不过缺少实操经验时，裂变与技术部署部分会略显抽象，建议先读前两章打底。

书里的案例和打法现在还有效吗？

方法论层面如定位、品牌符号、接触点管理、存量带增量依然成立；但具体渠道红利（微信服务号、App 裂变的成本结构）已有明显变化，抖音、小红书、视频号等生态需另行补课，建议把本书当底座而非操作手册。

中信版和“五周年纪念版”是两本不同的书吗？

主体内容同源。2018 年 4 月中信出版集团推出精装初版，约 384 页；此后有标注为五周年纪念版、2023—2024 年印次的版本流通，ISBN 仍为 9787508686769，购买时注意核对版本与印次即可。

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About the author

杨飞 Author

Public information about Yang Fei is limited, and his nationality, birth and death dates, educational background, and professional experience cannot currently be confirmed. Judging from the three works held in the library, his writing and editorial interests span art, classic reading, and biography: they include compilation work related to the Complete Works of Chinese Calligraphy, reading guides for general readers such as 100 Books to Read in a Lifetime, and popular titles with an exploratory flavor such as Unsolved Mysteries of Chinese Celebrities. These subjects suggest that he leans toward knowledge organization and popularization rather than specialized research in a single field. His works are mainly compilations, overviews, and introductory guides that balance readability and information, making them suitable for readers who wish to gain a quick understanding of the relevant fields. Due to the lack of the author's own statements and external evaluations, his specific writing style and scholarly stance await further material.