Research On The User Growth Strategy Of Zhangmen 1 To 1

With accelerating of urbanization and the increase of social tensions,parents are becoming more and more anxious about their children’s education.Traditional school education can no longer meet the expectations and needs of parents.At the same time,the competition between institutions is fiercer,the space for user acquisition is getting smaller and smaller,and the cost of user acquisition is getting higher and higher.All these objectively provide an opportunity for the leader’s one-to-one development.Under this circumstances,the biggest challenge for enterprises is to continue to retain old users and acquire more new users,dig out the law of user growth at each stage,identify problems,and adopt corresponding strategies.This article takes the Zhang Men 1-to-1 as the object of study,and analyzes the key indicators of user growth in each stage on the basis of the 6R user growth model,finds out the problems in all aspects of user growth,and explores the valuable methodologies for realizing user growth.This paper is divided into four chapters to discuss the research problem.The first chapter analyzes the basic situation and customer acquisition environment of the Zhang Men 1-to-1.Chapter 2 combines the 6R user growth model to select key indicators for data analysis from the six stages of Recruitment 、 Reproduction 、 Retargeting 、 Retention 、 Revenue and Reservation.The third chapter,based on the data results of the second chapter,based on Maslow’s Hierarchy of Needs,analyzes the problems existing in each stage of Zhangmen1-to-1 user growth in detail.The research found that the problems in the Recruitment and Reproduction are: The growth rate of users slows down and the online and offline marketing activities are insufficient;The channels are not connected yet,and a complete diversion system has not been built;The limited activities cannot meet the diversified needs of users;The econnoisseur are increasing,the cost of acquiring customers continues to increase.The troubles in the Retargeting and Retention are: lack of a sense of group membership,and more and more silent users;User stratification is not refined enough,and users’ self-perceived value is low.The problems in the Revenue and Reservation are: High product prices,the sinking market has weak user growth;Lack of user research,unable to continue to launch valuable products;User retention rate is not high,lack of user churn warning mechanism;user growth space is limited,and the refined operation system has not yet been opened up.Chapter four is the hand-to-hand The Zhang Men 1-to-1 user growth optimization strategy is explored.The study concludes that the main strategy of the Zhang Men 1-to-1 Recruitment and Reproduction are to promote customized marketing through multiple channels to enhance the competitiveness of the brand industry;To achieve mutual linkage of private domain traffic to truly create a closed loop of traffic;Meet the needs of users to participate in various forms of activities,increase the participation rate;Formulate an effective conversion mechanism to improve the convertibility of the "econnoisseur".The main strategy in the Retargeting and Retention are to rely on big data intelligent technology to achieve personalized customized content;Define users hierarchically,and develop refined activation strategies.The main strategy of the the Revenue and Reservation are to optimize the pricing strategy and break the problem of online education sinking;Investigating user needs and build products with customers as the starting point;Focus on stock operation and build a user churn warning mechanism;Build a user membership growth system to meet the diversified conditions of user retention.