Research On The Operation Mode Of We Chat Public Platform Of K Company Based On AARRR Model

With the rapid development of the third and fourth generation mobile communication technologies,smart phones are becoming more and more common in people’s daily work and life.Among them,We Chat,as a flexible and convenient mobile chat software,has become popular all over the country since launched.Then,on the basis of We Chat,Tencent launched a new service platform,We Chat Public Platform,which provides business services and user management capabilities for individuals,companies and organizations.On We Chat Public Platform,individuals,governments,companies and organizations,etc.can carry out We Media communication activities.At present,We Chat Public Platform has attracted more and more enterprises due to its diversified publicity methods,massive user groups,high arrival rate of information and other advantages.Company K is a state-owned company whose main business includes urban planning,urban construction and state-owned asset operation.On November17,2017,Company K officially launched its We Chat Public Platform,mainly for information release,user communication and brand promotion.And The Wechat Public Platform is a part of the new media matrix of government affairs in its region.However,during the operation of its We Chat Public Platform,many problems have arisen in the later stage for lack of appropriate operation experience.Using the research method of combining theory with practice,guided by“customer relationship management(CRM)theory”and“AARRR model”,this paper systematically analyzes the operation of Company K’s We Chat Public Platform,and specifically analyzes many problems in its actual operation according to the operation status.Such problems include inadequate capability of user acquisition,incomplete system of user activation,inefficient strategy of user retention,zero channel of user revenue,and poor effect of user referral.Then the reasons for this series of problems are found,which mainly include lack of management system,network information security working group and professional operators.According to the above reasons,this paper attempts to put forward specific optimization strategies for the operation of Company K ’ s We Chat Public Platform,including user acquisition strategy,user activation strategy,user retention strategy,user revenue strategy and user referral strategy.In order to ensure the effective implementation of its operation optimization strategies,this paper also puts forward safeguard measures in three aspects:the establishment of We Chat Public Platform management system,the construction of We Chat Public Platform network information security and the construction of We Chat Public Platform talent team.This study not only helps to enrich the theory about the operation of We Chat Public Platform,but also helps to provide theoretical guidance and practical operation reference for the operation of other companies’ We Chat Public Platforms.