基于AARRR模型的社交电商平台用户增长策略研究——以抖音平台为例

Research on User Growth Strategy of Social E-Commerce Platform Based on AARRR Model—Taking the TikTok Platform as an Example

摘要: 在数字技术驱动经济形态转型升级的背景下，社交电商平台面临着流量红利消退与商业伦理失衡的双重困境。本研究基于AARRR模型理论框架，系统解构社交电商平台抖音通过用户获取、用户激活、用户留存、获得收益及推荐传播的协同运作实现用户指数级增长的运营范式。研究发现，平台在用户规模扩张过程中需要同步构建智能内容生成算法体系、升级用户数据隐私保护的制度以及建设商品质量标准化管控，以实现商业价值与社会责任的动态平衡。

Abstract: In the context of digital technology-driven transformation and upgrading of economic forms, social e-commerce platforms are facing the dual dilemma of fading traffic dividends and imbalance of business ethics. Based on the theoretical framework of the AARRR model, this study systematically deconstructs the operational paradigm of TikTok, a social e-commerce platform, to achieve exponential user growth through the collaborative operation of user acquisition, user activation, user retention, revenue acquisition and recommendation dissemination. It is found that in the process of expanding the scale of users, the platform needs to simultaneously build an intelligent content generation algorithm system, upgrade the user data privacy protection system, and build standardized product quality control to achieve a dynamic balance between commercial value and social responsibility.