基于AARRR模型的室内云设计平台用户运营策略研究

Research on User Operation Strategy of Interior Cloud Design Platform Based on AARRR Model

随着互联网技术的飞速发展,云设计和物联网等技术正深刻改变着室内家装设计行业的运营模式。而AARRR模型作为了解用户全生命周期并充分挖掘用户价值的关键模型之一,是室内云设计平台进行用户运营的重要依据。本文基于AARRR模型建构了室内云设计平台用户运营的机制,从用户的获客、激活、留存、变现以及自传播五个关键阶段,分别提出了阶段性的运营策略,并以酷家乐为例验证了其可行性,期望帮助室内云设计平台实现用户生命周期价值的最优化,也为其他室内云设计平台制定用户运营策略时提供参考借鉴。

With the rapid development of Internet technology,technologies such as cloud design and the Internet of Things are profoundly changing the operation mode of the home interior design industry.The AARRR model,as one of the key models for understanding the full life cycle of users and fully exploiting their value,is an important basis for user operation of interior cloud design platforms.Based on the AARRR model,this paper constructs a complete perspective of user operation for interior cloud design platforms,proposes stage-by-stage operation strategies from five key stages:customer acquisition,activation,retention,realization,and self-propagation,and verifies its feasibility with the example of Kujia Le,which is expected to help interior cloud design platforms optimize the value of the user lifecycle and provide reference to other interior cloud design platforms when they formulate their user operation strategies.It also provides a reference for other interior cloud design platforms to formulate user operation strategies.