Research On The User Growth Strategy Of The "He Campus" Project Based On The AARRR Mode

From primitive society,to agricultural society,to industrial society,to the present information society and intelligent society,advanced productive forces have continuously replaced backward productive forces,pushing human beings to create a new world,and education has also been constantly updated in terms of learning content,learning methods and learning environment in line with social development and changes in human needs.At present,the characteristics of education in the information age are commonly presented in Chinese education,and the characteristics of education in the intelligent age have emerged,and education informatization is undergoing qualitative changes.The "He Xiao Yuan" project of Guizhou Y is a product born out of the change in the education era,and is also an "Internet +education" product,which is mainly promoted to parents instead of schools due to the policy environment.The main target audience of the project has changed from schools to parents,and "He Xiao Yuan" continues to meet the needs of parents through functional optimisation and product iteration,such as assigning homework and managing student safety,making parents consume the product.At present,due to the influence of various Internet education products,the "He Xiao Yuan" project is finding it more and more difficult to attract more users,so how to obtain more users efficiently and at low cost,increase the length of use and improve the value of user input is a problem that needs to be solved for the future development of the "He Xiao Yuan" project in Guizhou.The AARRR model is a model for user growth.The AARRR model is an important model for user growth,which is widely used in domestic and international Internet projects.It divides user operation into five stages: user acquisition,user activation,user retention,gaining revenue,and recommendation dissemination.Firstly,this paper summarises the AARRR model of user growth for the "He Xiao Yuan" project,including the user lifecycle,to provide a theoretical basis for this case study.Secondly,based on the information of the "He Xiao Yuan" project,the AARRR model is used to analyse the current situation of the "He Xiao Yuan" project of Guizhou Y in the five stages of user growth: user acquisition,user activation,user retention,gaining revenue and recommendation dissemination.Again,the ARARRR model for user growth of "He Xiao Yuan" was established by optimizing and supplementing the user growth model using the user lifecycle,and on the basis of the ARARRR model,it was proposed that On the basis of the ARARRR model,we proposed the existing problems in each stage of user growth for "He Xiao Yuan",including bottlenecks in user acquisition,barriers to revenue acquisition,insufficient user activation,ineffective user retention strategies and poor user recommendation and recall.From then on,the project proposes optimisation measures to address the problems,including precise targeting of users in user acquisition,optimisation of tariff packages in user revenue acquisition,optimisation of product content in user activation,focus on maintaining emotional ties with users in user retention,building the product’s own communication power in user recommendation and building a user recall system.Finally,in order to ensure the smooth implementation of countermeasures,the establishment of a special operation and implementation agency and the strengthening of channel capacity building were also proposed as two safeguard measures.