| With Internet companies that are struggling amid the rapid development of the Internet,the traffic bonus has gradually disappeared,and the volume of Internet users in China are nearly touched the ceiling.The period that Internet companies acquired users by investing a big input of resources is gone.During period of the traffic bonus,Internet companies devote most of their resources to marketing and use only a small portion of their resources to spotlight on the content of the product itself.Nowadays,users have become more and more discerning,however,the budgets of enterprise user growth teams have been stretched to the limit,and the previous operation routines are no longer effective.By the increasing of the Customer Acquisition Cost,it becomes very hard to win the loyalty in market.In recent years,various Internet industry giants are focused on offline market and also on the fourth-and fifth-line cities.The giants return to the essence of retail by connecting offline and online market together and make them into one.And the other Internet enterprises use We Chat for marketing and focus on niche markets to find their user clues that have not yet been reached.In the post-traffic era,the key to the maintenance of e-commerce platforms is to retain old users while achieving the growth of new users.In this situation,it has become the focus of academic circles to polish relevant theories in practical practice,iterate user growth methodology that is closer to China’s market situation and help enterprise user growth.In 2020,COVID-19 makes a serious blow to the Internet industry,under the effectively control,the travel market experienced a change from freezing to recovery.The online travel platforms play an important role in the travel market,help the whole industry to become recovery and activity.In this particular market environment,the growth of the users is also a problem of Qunar.The target of this thesis is to analyze the present situation,problems,and strategies of user growth of Qunar,and further study the strategies of user growth in modern e-commerce industry and Internet companies,with the help of government policy guidance,users’ willingness to travel,platform product marketing and travel service guarantee,so that Qunar can hold the chance to development.This thesis is intended for the study of Qunar by using literature research,case study method and AARRR model.Based on these theories,the net growth of acquisition,activation,retained,cash and spread stage is analyzed.Through the RFM model,combined with internal desensitization data,questionnaire survey results to analyze the existing problems of its user growth strategy,and then discuss the user growth of the entire Internet industry.This thesis analyzes the general situation and development process of Qunar,and briefly outlines its market positioning,product positioning and brand positioning.PEST environmental analysis,five forces model and SWOT analysis are used to analyze the internal and external environment of Qunar.Furthermore,all the analyses show and summarize the current user growth in the acquisition,activation,retention,cashability and dissemination of existing problems.To sum up,Qunar needs to actively expand new channel models,target the users precisely,and diverse channels through big data marketing.To refine the operation,actively develop new business,build self-propagating system,and improve the quality of content,these are the ways to let users realize the value of Qunar,and promote the growth of users on the platform.The results of the thesis are representative,it analyzes the major problems in the user growth of e-commerce platforms,which can be used for reference for the improvement of user growth strategies of enterprises in the same industry and even Internet enterprises. |
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