新榜研究院-運(yùn)營(yíng)生存現(xiàn)狀白皮書

1、欰涯淼2018欰涯淼鵘蠒灇瑕爢翫 嫦蠒罏呋僈臘劌獴翫緸紤嶊18鄺絑崸纈匧飾涸鵘蠒 400 鵘蠒涸剪駈涸礵勻靈叅灇瑕鵘蠒遤2018鵘蠒遤欰涯淼鵯遤涸鵘蠒2018鵘蠒遤欰涯淼鵘蠒罏倝傞鵮鼜霼餒絑儯嵐勿帿 鵘蠒罏倝涸淼呋劥僑劥妃靈灇傞銻渷靈叅剣佪呋劥雦鵘蠒遤欰歋梡湡鵘蠒遤鵘蠒遤鵘蠒欰瘻殜鵘蠒遤欰 鵘蠒遤梡朐10 涰挿18 6 歑欰僑殜胿欰1710 涰挿18 涰挿帿傊僽鵘蠒罏翸 娀憲僈儑肍鵘蠒罏僑痦痦P2P凐佟港盜鵘蠒罏僑痦 3 涸輑遤痦 8遤罏湡 2.26%侅肫歏 剪傊僽鵘蠒翸涸遤95 25.5%湱鰍 17 15.3%鵛 10 涰挿錛劌涸嫳欰鷥鵘蠒0-3湱嬙17鵛5.7%鵯騈湡涸劥佪絑蠒瘻殜剣剒掚涸

2、鵘蠒倰僽倝鵘蠒 爢纈鵘蠒崞瘻 贍搬僽瀊錠摳掚涸溫姻瀊錠鵘蠒 3%12涰挿傞18涸鵘21% 涸鵘蠒讏餴 8k12涰挿傞18涸鵘罏鰍罜鎊劌16 歑欰殜胿欰17 欰餛 10涰挿 18 欰胿鵛 20 涰齡勻歑欰.5.20179.201801罏1710%霴霴中鵳鵘蠒遤涸饑剣 58.7% 涸鵘蠒湱嬙1710%2.0%7.8%19.1%39.6%31.5%錣鵘蠒剣劼 溏翟餓錣鷓剦虛83.1% 涸鵘蠒罏僽 90 95 9525.5%湱鰍嫳1_5 僽餿涸欰鷥鵘蠒遤14.71%爢崨涸801.20%7涸700.99%7涸0025.46%勻涸9557.64%蘡欰涸9001800180385 17 罜鎊遤 0-3 涸罏

3、15%僈霪嬙蕘 鴪5.6%315%僈霪嬙蕘 41.7%38.3%48.9%46.7%10.0%5.0%5.4%1.1%0-11-33-55201720184.67%肍3.32%19.52%16.48%11.67%11.03%10.33%23.18%20I $dk8.13%6.72%5.37%5.0923.41%20.16%庈麤鵘蠒庈麤鵘蠒3.95%瀊錠倝瀊錠倝僑鵘蠒9.46%僑鵘蠒崞崞爢纈鵘蠒12.87%爢纈鵘蠒欽鵘蠒16.32%欽鵘蠒鵘蠒猌翟23.6%鳥翟23.6%46.4%爍瘝瘝46.4%30.1%梡踈30.1%涸鵘蠒錣涸鵘蠒錣梡鵮30.1%30.1%尵剣猌翟涸剣 23.6% 涸鵘蠒鳥翟鵮

4、剣鵛涸鵘蠒錜劅鵘蠒罏猌翟涸稇朐遤錞垷鵘蠒猌翟鵳遤區(qū)魧涸鵘蠒25.6%涸剣騥坵雦涸鵘蠒剣騥坵雦涸20%餿珘騥坵檜餿魧25.6%掚22.6%20.2%25.3%33.8%35.5%49.3%43.7%44.2%爍梡踈鳥翟爍瘝瘝梡踈歏碫21.10%27.40%14.50%46.10%55.80%47.70%23.20%24.90%39.50%侅肫假康導(dǎo)鯊剪爢鸑雴錠倝倝翴27.30%54.50%翴27.30%54.50%18.20%0%20%40%60%80%100%25.10%21.40%31.90%13.90%22.60%25.00%21.60%20.80%21.10%26.70%19.40%21

5、.20%39.00%48.60%31.90%61.10%53.00%43.80%51.40%45.80%54.90%48.30%47.20%36.50%36.00%30.00%36.20%25.00%24.30%31.30%27.00%33.30%23.90%25.00%33.30%42.30%遤翴遤遤鵘蠒罏猌翟檜涸遤湱嬙17康遤湬乄翟乄嶠絕鵯剣康湬遤剒猌翟涸僽碫剒猌翟涸僽翴遤餴劥惐滿緸鄪綫翴遤騈涸僽傞棴涸鵘蠒猌翟剒臘僽傞棴涸 湱鹟尵剣霹僈鵯鵘蠒鵳棴 996 涸猌翟僑儑爙猌翟嬙鰍涸僽涸棴傞棴棴棴棴27.2%26.8%22.1%21.2%19.5%42.1%45.1%49.7%46.8%51.5

6、%30.7%28.2%28.2%32.0%29.5%梡踈爍瘝瘝僽猌翟剒涸?shī)粦椕F涸鵘蠒猌翟剒尪紩嬙鰍31.8%45.5%31.8%45.5%22.7%31.3%31.3%37.5%尪30.0%帿27.9%匆26.7%26.2%25.6%22.8%嵳22.7%肍21.3%娀憲18.8%46.7%43.0%48.6%53.8%46.8%43.8%45.1%36.2%43.8%23.3%29.1%24.7%20.0%27.6%33.4%32.2%42.6%37.5%爍梡踈8, 涸鵘蠒猌翟剒僑溏讏餴麁鵘蠒翟剣滿儑衼涸12k-30k涸鵘蠒 讏餴餿騥坵餿30k涸蠒猌翟匧26.10%27.80%27.80%5

7、k26.10%27.80%27.80%27.20%46.90%25.90%5k-8k27.20%46.90%25.90%32.50%45.70%21.80%8k-12k32.50%45.70%21.80%36.00%46.80%17.20%12k-20k36.00%46.80%17.20%50%44.40%0%5.620-30k50%44.40%0%5.631.30%56.30%12.50%30k+31.30%56.30%12.50%猌翟爍瘝瘝梡踈0-3 涸鵘蠒猌翟剒鵯媯涸鵘蠒罏錜湱擿鷥臘麁僒鷖鼙3 涸鵘蠒湱勻霹騥坵嬙鰍湱涸僽荈銳乲涸剣劌擿29.9%27.6%39.0%36.1%47.0%46

8、.1%45.4%47.2%23.1%26.4%15.6%16.7%0-11-33-55猌翟爍瘝瘝梡踈17涸鵘蠒鵮劌鷅寵猌翟猌翟涸猌嬙錞垷46.7%47.7%45.0%44.9%27.5%26.5%33.8%37.8%25.9%21.3%17.3%5050-200200-500500猌翟梡踈爍瘝瘝讏餴宐儑衼12 涰挿2.1% 涸鵘蠒讏餴 8k 湱嬙 1712 涰挿33.33%36.50%32.70%25.20%19.27%25.20%7.31%2.19%1.37%13.00%2.55%1.13%5k5-8k8-12k12-20k2017201820-30k30k5k5-8k鵘蠒遤讏餴25.20%

9、33.33%32.70%36.50%8-12k12-20k20-30k30k2.55%2.19%1.13%1.37%7.31%13.00%19.27%25.20%20182017讏餴宐儑衼12 涰挿2.1涸鵘蠒讏餴 8k湱嬙 1712 涰挿鵘蠒讏餴涸區(qū)棴瘝絶鵳遤鵘蠒讏餴姻湱1涸鵘蠒罏8,涸85.3%滿涸蠒讏餴5涸鵘蠒讏餴僑釁16L100%80%60%40%20%0%0-11-33-555k 5k-8k8k-12k12k-20k20-30k30k+00Pn,70 6 ,95 i t 43.9 5o2.0%2.6% 2.5%4.9%11.8%26.0%66 .9 0o51 9.70 o26.7%3

10、2.1%7.1%5.0 2.9%0.0%0.0%0.0%0.0%14.9%19.9%22.3%21.0%14.7%14.5%20.4 30k+12k-20k5k-8k31.7%45.9%20-30k8k-12k5k 70.8%棴劥姻嬙傞99616.9%21.1%32.4%4.2%7.0%18.3%1.3%4.7%15.5%17.9%23.1%24.1%31.3%30.5%3.2%1.6%19.5%27.4%2.3%0.0%0.8%0.8%9.0%12.4%21.6%22.7%29.6%34.2%33.1%33.5%30k+12k-20k5k-8k20-30k8k-12k 5k 12k涸鵘蠒搬1

11、2k涸鵘蠒鵯僽灇瑕涸霢歑5k 26.2%28.0%25.4%14.7%3.9%1.9%5k - 8k8k - 12k12k - 20k - 30k+24.5%36.0%25.2%12.1%1.7%0.6% 鵘蠒遤汥挿汥挿鵘蠒罏棴65.4%涸鵘蠒銳棴湱嬙3涰挿餿勻餿涸鵘蠒嫦剣涸崞117剒鹟涸嵳涸尪肍涸鵘蠒棴剒2假康錠歏遤 剒3滿涸棴汥挿鵘蠒罏忘 17荝涸僽61.9%涸 鵘 蠒 罏荈涸忘1忘姻嬙2讏餴忘姻湱鵘蠒遤涸棴13.4%5.0%13.4%棴99634.6%24.6%棴24.6%3 涰挿剣 27.3% 54%涸鵘蠒罏銳棴3 涰挿剣 27.3% 剣涸瑕鵘蠒棴涸勻遤錞垷劼瘝絶鵳遤區(qū)剒5 涸鵘蠒嬙剒

12、罜15.9%3.3%3.5%16.7%22.6%21.7%22.7%26.4%10.7%13.3%19.1%23.6%22.4%27.3%28.4%38.4%34.4%26.2%9.7%23.6%0-11-33-55傞棴棴996棴7尪肍涸鵘蠒棴剒涸100%90%80%70%60%50%40%30%20%0%10%0% 嵳 帿 匆 銯 娀憲 肍 尪傞棴棴996棴遤涸棴湱鰍剒輑爢鸑雴遤涸棴湱鰍剪 翴 侅肫倝 倝劥剪0.00%10.00%20.00%30.00%40.00%50.00%傞棴棴996棴昶鵘蠒涸檜霟剒涸涸剒掚邪棴涸鵮僽齡溏遤劼涸鵘蠒劼25.00%13.00%34.10%21.60%6.3

13、0%鷓4.10%14.10%17.80%31.90%32.20%濼麤21.10%13.50%36.00%25.80%3.60%虛10.30%10.30%6.90%24.10%48.30%18.20%14.50%34.50%6.40%傞棴26.40%棴棴996棴罏涸棴鷶幯鵂蠒棴涸僈僽鵘蠒靆駵魧4.3013.8033.10掚5.1012.0025.9022.2034.806.7015.0017.6037.80傞棴棴996棴鵘蠒遤忘8.31)1.0(232.84.( ).3 )5. 涸忘61.5. 涸霹 5 剣妃涸鵘蠒忘匧霹 5 剣妃涸6.70%1.40%12.60%13.70%41.80%10.2

14、0%44.10%5.70%41.10%16.70%33.30%28.80%33.60%44%37.50%8.3%3.10%5.50%7.80%4.2%5忘鵳姿4嬙鰍忘剣鰍鵳姿3菚菚鵳姿2兜鸑尵剣僈儑鵳姿1忘尵剣?guó)堊孔艉酝?-0涸鵘蠒忘紩佐涸忘慨0-0涸鵘蠒6.7%4.8%7.5%5.6%14.9%16.0%42.4%11.2%49.5%9.2%4.8%32.8%40.3%38.9%12.12.18.12.22.5%29.2%41.7%43.0%50.0%43.11.8%4.2%3.5%3.9%5.6%,5忘鵳姿4嬙鰍忘剣鰍鵳姿3菚菚鵳姿2兜鸑尵剣僈儑鵳姿1忘尵剣?guó)堊?鵘蠒欰瘻殜1涸轠讏餴錞垷

15、姻湱餴劥 錞垷500僽僈 騥坵嶻讏涸姻爍鷥贍搬讏餴勇湱涸忘2呏絁卓鵘蠒讏滿鷖猌絁2018匆鵘蠒讏餴餛鵂?zhēng)茵i3侅肫繠遤罌贊 18 蜦涸忘鵯5 鵘蠒忘剒涸遤妃侅肫遤俒毫繠O2O爢嬙鰍餴嬙鰍餴雴遤剪遤導(dǎo)鯊遤O2O爢倝餴雴遤倝匧剪 翴 侅肫倝 倝劥剪0.0%10.0%20.0%30.0%40.0%50.0% 30k+20-30k 12k-20k 5k-8k8k-12k5k08匆餴匆讏尪讏餴剒卓鵘蠒讏滿鷖猌絁0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%30k+12k-20k5k-8k20-30k8k-12k 5k500 僽僈餴垷姻湱500 僽僈5002.0%5.1%1

16、0.9%20.7%29.3%32.0%200-5002.5%2.5%14.4%15.6%30.6%34.4%50-2000.5%1.5%15.1%22.7%22.7%37.5%500.7%1.9%7.6%23.4%29.4%37.0%30k+12k-20k5k-8k20-30k8k-12k 5k庈雵18瑕RRR垷涸欽蜦欽崞駟碫鵘蠒鵘蠒鵘蠒鵘鵘蠒鵘鵘0.0%5.0%10.0%15.0%20.0%25.0%30k+12k-20k5k-8k20-30k8k-12k 5k5鵘蠒忘剒鵯18蜦涸忘妃侅肫遤5鵘蠒忘剒毫繠剪 翴 侅肫倝 倝劥剪0.0%10.0%20.0%30.0%40.0%50.0%5忘4嬙

17、鰍忘3菚菚2兜鸑1忘剣馰涸梡韌鰍絁肍涸鵘蠒忘剣馰涸梡韌銯嵳尪0%10%20%30%40%50%60%70%80%90% 100%5忘4嬙鰍忘3菚菚2兜鸑1忘16.2%僽匆涸鵂涸516.2%僽匆涸鵂涸僽1忘嬙剒10%匆涸8.3%錛匆涸鵘蠒忘匧帿忘侮臘菚靂絁贍搬 僽鳥瘝臘杝涸傞罌贊絁梡邆鵮忘尵剣?yán)灪酝鼈蝺嚺l鴝佦劌勇湱涸忘尵剣9.5%12.1%43.1%31.0%9.5%12.1%43.1%31.0%4.2%7.9%8.9%46.7%30.9%5.6%6.9%12.5%43.1%31.9%5.6%7.1%10.5%35.7%39.5%7.1%5050-200200-5005005忘4嬙鰍忘3菚菚2

18、兜鸑1忘12k 30k 僽鵘蠒餴忘湬匬姻湱涸 挿12k 30k 僽鵘蠒5k5k-8k8k-12k12k-20k20-30k30k+0%20%40%60%80%100%5忘4嬙鰍忘3菚菚2兜鸑1忘湱嬙傞棴涸涸劌涸忘傞僑區(qū)梡 996涸棴鵘蠒忘涸匧錛鵮僽鵘蠒鵮偽佪涸氏期棴996棴傞棴0%20%40%60%80%100%5忘4嬙鰍忘3菚菚2兜鸑1忘 鵘蠒遤劅鵘蠒遤劅鵘蠒鵥區(qū)鵘蠒鵘蠒雿程歏4/4 獴翫緸鵯20勻涸翫緸梡剣馰涸梡韌嫦遤鵳畊涸涯掚媯鵘蠒涸寵鄄儑遤麁鵘蠒罏罜鎊僽劌涸劼麁惐宐姻鷍03鵘蠒銳劌鳥涸荈涸臘35涸鵘蠒銳剒絊涸佪卓餏餓5涸鵘蠒銳帿程剣佪涸翫緸輑挿18涸鵘蠒罏 劌勝餏涸僽蜦殆叻欽餩鯪倰礵絈

19、絑蠒涸劍匬禹絡(luò)劼涸臘銳鵳姿13.7%23.6%19.8%22.3%20.6%乄鄬崞駟餩鯪崞瘻欽僑臘涸寵剒崨紤嶊礵絈鵘蠒涸寵宕佖絛臘絕匬涸倝銳寵7.0%8.8%14.6%9.5%13.9%10.3%10.6%欽崞瘻瀊錠13.8%僑區(qū)俒呩鯪 鵘蠒鵮欽佪荈 倰爢纈倰嬙痦 劌鵘蠒罏掚邪涸倰鷶幯5.7%3.2%5.9%9.6%34.2%15.8%荈程餝絁靃鳊艙餝餩25.6%爢纈餩欽鵘蠒讏臘讏爢纈崞瘻涸僽炄涸倝倝崞爢纈 僑 晥庈麤 欽瀊錠5k8k-12k 20-30k5k-8k 12k-20k30k+擿濼涸帿匆鵯鵛20182017鵛 18涰挿翫緸鴪涸 絑剣嬙鵛20182017鵛 18涰挿匆10.33%匆5

20、.50%11.03%9.40%帿11.67%帿10.40%16.48%16.70%19.52%20.10%30.97%48.30%20172018鵘蠒餿勻餿欽鵘蠒涸瑟?jiǎng)陝蚺D勻僑涸鵘蠒劌妅鵓6 勻雮爢纈駟鴲鵛傈梡涸爢餝瑲灶匧涸劥蜦涸傞 鯪紤勒餴劥紬彂?zhàn)i劥瘝濼劼匬姻 鵯饋麤岤勻3-5倗爢纈僽叻涸鵘蠒媯倝涸崨紤勻蜦劥餿爢纈崞餿嵳鵘蠒寵磧涸贄360 涸 繠崍霼 僈 僤 鎊 枏 韻獴 Go Launcher繠涸劥 剪 剒鵛2-3餿勻餿涸紩翫緸湡姼?jìng)螎眈n涸嵳欽僑勻霹鵯嵳欽絟僑嬙釁2-5溏3 蕘嬙涸劌僽1僑紩僽3-4僑紩滿翫緸涸畊涸涯掚湱剣餿勻餿涸繠涸倝涸翫緸暵僽獴 緸涸劼嵳庈麤嵳鵘蠒嵳欽鵘 寵翫緸鵘蠒2018艗歲翫緸涸怵雷獴翫緸涸艗雴銳涸殜紩銳呏嶊餩翫緸翫緸獴翫緸涸翫緸涸翫緸勱勻翫緸遤倗帿輑 鳴假康輑導(dǎo)鯊毫瘝倰遙欰倝 暟貓襒導(dǎo)劼