Construction of "Chinese National Geography" APP User operation strategy based on RFM model

Abstract

In order to improve the number of APP users, retention rate and active rate, the paper studies the construction of " Chinese National Geography " APP user operation system, which can provide reference for the media integration transformation of popular science journals' client construction; adopts the product life cycle model and RFM model, analyzes the product characteristics and corresponding user operation strategies at different stages, divides users, and realizes the refined operation for different users; RFM model is an important tool and means to measure customer value and customer profitability. RFM model classifies the user’s value by taking the user’s recent purchase behavior (recency), transaction frequency (frequency) and transaction amount (monetary) as three coordinates, forming a total of eight types of users; the mobile terminals of popular science journals can be operated by establishing high-quality growth path and product mechanism, establishing user incentive system, hierarchical and refined operation of users, recalling silent users and other ways; the media integration transformation of popular science journals requires Internet thinking, user centered planning and operation of new media products, so as to create new media products that meet the needs of new media development It is a new type of media with law of exhibition, power of communication and competitiveness.