摘   要

 

突如其来的疫情极大地改变了2020年人们的生活和学习方式，也促使在线教育走入了大众的生活、引起资本市场的广泛关注。去年是K12在线教育激烈竞争的一年，但相关研究却显示，在线职业教育市场却表现出相对蓝海的现象，部分细分领域甚至出现了供给不足的现象。本文以天下网商教育为例，立足于实践工作经历和现有实际数据，辅以相关理论和AARRR理论模型，系统分析了天下网商教育学员的基本特征和学习特征，发现天网教育的学员的主营类目主要为服饰鞋包类目，学员的年龄阶段大多处于中年期且主要职业大多为个体和创业人员，学员店铺经营阶段两级分化明显，一部分属于刚起步阶段，另一部分属于老店铺，学员店铺月销售额随学员的开店时长表现出同样的分布特征。并据此分析结果提出了内容和服务的优化、改造、创新方法和建议，以助力公司用户增长，从而顺利解决公司目前业务发展所面临的问题。在用户获取阶段针对天网教育存在的流量来源渠道单一、用户存在信任危机等问题，提出了多样化渠道布局、鼓励群转发、官方性透出等解决措施；在用户激活阶段，根据天网教育存在的产品页面缺乏直观性、引导性不强的问题，提出降低用户使用门槛、完善自动回复设置和加强引导的措施；在用户留存阶段，由于天网教育存在内容过于理性和知识性、对沉睡用户缺乏唤醒机制、付费用户画像不清晰的问题，提出在该阶段可以采取内容优化、服务创新、建立学生档案等措施；在盈利阶段，主要是存在盈利模式单一的问题，因此希望天网教育能够进行多样化的产品布局；在用户推荐阶段，缺乏引导、奖励机制缺位明显，希望能够加入分享式会员课，对学员加强引导。本文虽基于天下网商教育进行研究，但方法和建议可以在不同的企业、机构间进行广泛的迁移和使用。

 

 

关键词： 在线职业教育； AARRR理论模型； 用户增长；

 

 

 

 

 

 

 

 

 

 

 

 

ABSTRACT

 

The sudden epidemic has greatly changed the way people live and learn in 2020, and also promoted online education into the life of the public and aroused wide attention of the capital market. Last year was a year of fierce competition for K12 online education, but relevant research shows that the online vocational education market is relatively blue ocean phenomenon, and some segments of the field even appeared the phenomenon of insufficient supply. Taking Global E-businessmen as an example, based on practical work experience and existing actual data, supplemented by relevant theories and AARRR theoretical model, this paper systematically analyzes the basic characteristics and learning characteristics of the students of Global E-businessmen, and finds that the main categories of the students of Global E-businessmen are mainly clothing, shoes and bags. Most of the students are in middle age and their main occupation is self-employed and entrepreneurial. The operation stage of the students' shops is obviously divided into two levels, some of which are just starting stage and the other part are old shops. The monthly sales of the students' shops show the same distribution characteristics with the opening time of the students. Based on the analysis results, this paper puts forward the optimization, transformation and innovation methods and suggestions of content and service, so as to help the company's user growth and solve the problems facing the company's current business development smoothly. In the user acquisition stage, in view of the problems existing in Global E-businessmen, such as the single source of traffic channels and the trust crisis of users, the author puts forward some solutions, such as diversified channel layout, encouraging group forwarding and official disclosure. In the user activation stage, according to the problems of the lack of intuitiveness and guidance in the product pages of Global E-businessmen, measures are proposed to reduce the user threshold, improve the automatic reply Settings and strengthen the guidance. In the user retention stage, because the content of Global E-businessmen is too rational and intellectual, lacks a wake-up mechanism for sleeping users, and the pictures of paying users are not clear, measures such as content optimization, service innovation, and the establishment of student archives can be taken in this stage. In the profit stage, there is mainly a single profit model, so we hope Global E-businessmen can carry out diversified product layout; In the user recommendation stage, there is a lack of guidance and an obvious absence of reward mechanism. I hope to join the sharing membership class to strengthen guidance for students. Although this paper is based on the education of the world network business, but the methods and suggestions can be widely transferred and used in different enterprises and institutions.

 

Keyword: Online Vocational Education;  AARRR theoretical model;  User growth;

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

1 绪论 6

1.1 研究背景 6

1.2 研究的目的及意义 7

1.3 研究内容与方法 8

1.3.1 研究内容 8

1.3.2 研究方法 8

2 文献综述 8

2.1 在线职业教育概念及类型 8

2.2 国内外在线教育行业研究现状 9

2.3 AARRR模型及用户增长相关研究 9

2.4 研究尚缺乏部分 12

3 天网教育基本情况介绍 13

3.1 概况及业务模式介绍 13

3.2 天网教育学员特征分析 14

3.3 当前面临主要问题 18

3.4 拟解决的具体问题 18

4 基于AARRR模型的用户增长策略 18

4.1 用户获取 18

4.1.1 用户获取阶段面临的问题 18

4.1.2 用户获取策略 19

4.1.3 赋能用户留存 20

4.2 用户激活 20

4.2.1 用户激活阶段存在的问题 20

4.2.2 用户激活策略 21

4.2.3 赋能用户获取与留存 22

4.3 用户留存 23

4.3.1 用户留存阶段存在的问题 23

4.3.2 用户留存策略 23

4.3.3 赋能用户获取 25

4.4 盈利 26

4.4.1 盈利阶段存在的问题 26

4.4.2 扩大盈利策略 26

4.4.3 赋能用户获取和留存 26

4.5 用户推荐 27

4.5.1 用户推荐阶段存在的问题 27

4.5.2 用户推荐策略 27

4.5.3 赋能用户获取与留存 28

5 总结及创新点 28

参考文献 28

致  谢 29