Study On User Operation Optimization Of Tiktok Live Broadcast Marketing Of H Company Based On AARRR Model

With the rapid development of China’s live broadcast industry,Tiktok started to launch live broadcast e-commerce in 2020.Relying on its 800 million daily live users and accurate FACT matrix algorithm,Tiktok’s total commodity trading volume has doubled,with broad market prospects.As the saying goes,"Women’s trousers in China look at Zhengzhou".As a local women’s trousers enterprise in Zhengzhou,H Company has gone through a development path of 20 years since its establishment in 2003,and launched Tiktok online live broadcast in 2020,which is a typical representative of offline real economy to expand live broadcast sales channels.In the era of the Internet where traffic is king,grasping users is the key to the success of the development of live streaming marketing.After the support of the bonus period in the store,H Company is facing fierce competition in the women’s live streaming industry,resulting in operational problems for live streaming users.In order to help H company solve and optimize this problem,this paper carefully studied a large number of relevant literature on live broadcast e-commerce,live broadcast marketing and Tiktok live broadcast platform,analyzed the existing content direction and research gaps,and believed that based on AARRR model,data analysis,in-depth interviews and other methods,it could reasonably explain the five indicators for achieving user growth,namely,acquisition acquisition,activation activation,retention,revenue Referral is self propagating and corresponds to the customer lifecycle.By comparing key indicators at each stage,it helps enterprises identify anomalies in live streaming operations,clarify core issues,and assist in developing solutions,thereby optimizing user operations.In addition,using RFM model and full link marketing as auxiliary theories,it is possible to prioritize users and develop personalized operation plans,achieve full link marketing for users,and enhance user stickiness and corporate identity.Through research,this article concludes that H Company currently has problems in user acquisition,user activation,user retention,user realization,and user autobroadcasting,such as insufficient traffic,poor attractiveness,lack of new fan motivation,short user retention time,low brand awareness,imperfect member management,fan loss,poor store conversion,inaccurate product positioning,and low enthusiasm for user autobroadcasting,From these five aspects,we propose optimization suggestions for the company,such as expanding drainage channels,establishing incentive mechanisms,optimizing products,improving teams,brand building,hierarchical user management,and improving member services,to improve H company’s live marketing and user operation capabilities.Not only can it promote the optimization and upgrading of live streaming rooms in a short period of time,but also it is beneficial for enterprises to achieve user digitization and refined management in future live streaming marketing,achieve user stickiness growth through data driven marketing and services,capture more high-quality customers in the era of traffic,continuously expand brand influence,and ultimately maximize enterprise benefits.