Research On User Retention Optimization Of Social Ecommerce In Company A

With the rapid development of the international and domestic Internet,the coverage of Internet mobile devices has also been greatly improved.In 2020,the scale of China’s mobile Internet transactions has exceeded 2 billion yuan,and the application scenarios of mobile phones have undergone significant changes.Mobile phone live shopping can be done through We Chat social shopping,e-commerce platform shopping,etc.Internet companies all take traffic as the king.Nowadays,it is the consensus of the market that the demographic dividend of mobile Internet is beginning to decline.The era of obtaining high sales growth based on the natural growth of company traffic has gradually degenerated out of the market stage.Therefore,for many e-commerce platforms,the key point now is to stabilize the purchasing users on the existing platforms and do a good job of user retention.Therefore,this paper takes Company A as the research object.I hope to find out the key influencing factors through the problems existing in the company’s operation,and according to the analysis results,put forward some suggestions to further improve the optimization of user retention in Company A.Based on the related concepts and theories,this paper analyzes the background and current situation of Company A from the internal and external angles by using literature research,data analysis,induction and summary,and model analysis,and finally identifies the key factors that affect the retention rate of Company A,including the lack of refined service of operation,the singleness of activity operation planning and the attraction of content operation.After-sales problems of purchased goods are not solved timely enough,and bugs appear in the login applet,and product updates are not in place enough;There are fewer categories of goods and the unit price will be higher.Without the blessing of big brands,the attractiveness is not high enough.The organizational stability is not enough,the turnover rate of staff is high,and the service users frequently change tutors.Aiming at the above four key influencing factors,This paper puts forward the layered operation strategy for users,starting from the technical and after-sales aspects,optimizing the competitive advantage of commodities and personnel system,and so on,and there are new safeguard measures to ensure the normal operation of the optimization strategy.The optimization and research on the user retention of Company A not only has positive practical significance for improving the company susers and the company’s value,but also makes up for the lack of practical application of user retention in the social e-commerce industry in China to a certain extent.Only when the old customers of the platform stabilize the retention rate,At this time,there will be more and more reservoirs of traffic in the Internet industry,allowing "trust","high activity" and "high value" to coexist with users.