Research On Optimization Of E-commerce Enterprise User Operation Model

As the growth rate of Internet users slows down,the Internet dividend gradually disappears,the cost for e-commerce enterprises to acquire new users increases rapidly,and the market competition in the e-commerce industry shifts from the incremental market to the stock market.In the incremental market competition stage,e-commerce enterprises can easily obtain new users through various channels,while in the stock market,traffic is often monopolized by a few e-commerce giants,and user operation becomes the focus and core of the next round of competition for e-commerce enterprises.Firstly,this study sorts out the literature research on user operation and related theories,and defines the concept of user operation of e-commerce enterprises as systematic processes to maintain user relationships,which can help e-commerce enterprises to realize user retention and transformation.Secondly,by analyzing the advantages and disadvantages of the existing e-commerce enterprise user operation model and drawing lessons from previous research conclusions,the model composition dimensions are expanded and optimized,and a preliminary optimization model for ecommerce enterprise user operation covering 8 dimensions of Acquisition,Activation,Retention,Revenue,Referral,Insight,Rouse and Feedback is proposed.Then,the group decision-making hierarchical analysis method is introduced to sort the weights of the eight dimensions of the model,and the overall framework of the model is optimized according to the analysis results.Taking Koala Haigou as an example,the specific application of the component dimensions of the model in actual user operation is analyzed.The study found that among the eight dimensions of e-commerce enterprise user operation,Retention and Referral dissemination account for the largest weight.Therefore,this paper optimizes the structure of the e-commerce enterprise user operation model,and proposes an e-commerce enterprise user pool operation model with Retention and Referral dissemination as the core.In addition,from the three aspects of operation thinking,operation management and operation strategy,this paper puts forward optimization suggestions for the user operation of e-commerce enterprises in China,in order to provide reference value and guiding significance for the user operation of e-commerce enterprises and other enterprises in different fields.