Research On Airbnb Users Groeth Strategy Based On AARRR Model

In the era of Internet,many Internet companies have been created,and they have brought new values to people.They are written to history,and they are the objects of imitation.Many companies "buy" users to get the final profit by "buying" customers with high cost marketing and diffuse advertising.In the past,most of them were successful,and we saw a lot of such enterprises.But now,with the development of the Internet and technology,information is becoming more and more symmetrical,and people have more power to use or buy a product.First of all,the user has sufficient information to understand the products and services of the enterprise.Secondly,more and more products of the same type in the market,and the users have a lot of choice.They will compare the price,service,quality and other aspects of the different products,and the cost of the user is very low.In the past,the marketing concept is more focused on the volume of transactions,not so much attention to the needs and experiences of the customers,so they can not continue to leave these users,and after that,the transaction is more difficult to say.Under such circumstances,how can enterprises continue to leave the old customers and get more new users?What is the rule of the enterprise's user growth?What stages do you include?What are the problems that enterprises are facing at each stage?What strategies can be adopted to enable users to continue to transform to the next stage and to the end?This is the content that this article wants to find out.In view of the above problems,this paper selects Airbnb company as a case to analyze its problems in user growth and the strategies to deal with it.First,it introduces the research background related to this research topic,expounds the significance of relevant research,and briefly summarizes the innovation of this article.Through collecting relevant articles,sorting out the research results at home and abroad,in the foreign growth hacker concept,the AARRR user transformation funnel model is extended,and the relevant theoretical basis of each phase of user growth is introduced.The AARRR model is a user centered thinking,which divides the user's growth into five stages:access to users,activation users,improvement of retention,user income,and dissemination of recommendations.Secondly,for each stage,this paper defines their characteristics and needs to be faced with,and combines the classic case Airbnb of the growth sector,and gives a brief introduction and analysis of the strategies adopted by Airbnb at each stage.Finally,we summarize the theoretical logic and case analysis,and draw the strategy of user growth.Finally,through the understanding of the theory and the analysis of Airbnb company,this paper makes a summary and Prospect:the characteristics and problems of each stage of user growth are different,and the enterprise needs to adjust the strategy according to the characteristics of different stages.And,the five stages are not separability,from the acquisition to the activation,and then to the retention of the final change,and then the formation of self propagation is a complete set of growth strategies,must be indispensable.Any effective growth is inseparable from the support of data technology.Growth is the process of data driven marketing,market guided products,and technology to achieve goals.In fact,the Internet does not change the nature of business,input-output ratio has always been the focus of attention,the pursuit of the growth of users,the ultimate goal is to achieve business growth,to bring more profits for the enterprise.Therefore,in the increasingly competitive today,the choice of a scientific growth model,with lower cost,a higher quality user experience to drive the growth of the user will be the most sensible choice!...