伴随人们在工作、生活、学习等方面对互联网的依赖和适应逐步升级，社会经济生活的各方面都在被互联网渗透，催生了移动支付、直播电商、人工智能、在线教育等新型生产生活方式和产品形态，也形成了对传统商业环境的颠覆，企业的市场竞争也愈发激烈。
用户是企业生存的基础，增长是企业发展的主题。为了适应新的商业环境和市场变迁，企业须快速作出反应，用更为高效和正确的决策来保持其增长优势，以赢得竞争中的优势地位。要突破传统的营销模式，通过营销创新去寻找到在有限的时间内能够低成本爆发性用户增长方式。为此越来越多的互联网公司组建了专业的增长团队，以“增长黑客”理论为核心指导营销工作。“增长黑客”理论以构建用户增长 AARRR 模型为手段，通过对影响用户增长的因素的深入分析，明确各因素对实现增长目标的促进关系，通过效果评估和数据分析得到相关结论，并以此结论作为依据再进行指导工作，从而在实践中实现有效的用户增长。
专注于少儿素质培养的 H 在线教育公司创办短短三年内付费用户数突破 35 万名，在激烈的市场竞争中快速跻身于在线教育行业“独角兽”企业，是被业内熟知且在竞争中得以蓬勃发展的优秀企业代表。这依赖于 H 公司以现代营销理论为基础，并在增长中引入“增长黑客”理论。本文通过介绍 H 公司的基本情况及其用户增长现状，结合企业的发展战略和运营增长策略，运用增长黑客理论构建出不同产品生命周期的用户增长模型发现 H 公司产品生命周期的不同阶段用户增长重点不同。在初始用户积累期用户增长方法为先做留存再做获客，在用户爆发期的增长方法围绕用户获取为主。其增长策略总结为：
（1）用户留存，通过打磨产品力、完善服务力提升产品的价值，并在此基础上以运用多种体验课、直播短期班、AI 录播等低价试听课降低用户使用产品的门槛，做好用户沉淀和留存后再进行扩张以达到产品真正健康。此时产品的核心价值和核心用户的质量都比较重要。
（2）用户推荐。通过社交和口碑转介绍增长，借助社交媒体的影响以熟人推荐的方式完善转介绍流程，持续激励老用户通过活动分享、邀请报名的方式去影响新用户报名，同时完成口碑传播。
（3）用户获取：组建了跨部门、职责明确的的市场增长团队。在数据指标支撑下以用户最终付费转化为目标，结合市场投放、商务合作、新媒体营销等方式全方位扩充高质量低成本的获客渠道，持续寻找更加优质的流量洼地。
（4）用户激活：打造多种体验课作为引流产品，引导用户激活并体验课程。通过新媒体端的运营活动、推出满足不同消费能力客户的低价课程。
（5）盈利：以价格稳定的小班直播课程产品为核心，增加有价格竞争优势的 AI 录播课程、短期班课程从降低付费门槛角度提升收益。 并拓科其他学科课程让单个用户的 LTV得到有效拉长和提升，以实现收益增长。
本文最终总结出企业用户健康增长背后的关键因素，为互联网背景下教育培训企业的用户增长提供一定借鉴意义。

With the highly integrated "Internet accelerated speed" in people's work, life and study, people's dependence on and adaptation to the Internet has escalated, and all aspects of social and economic life have been infiltrated, giving birth to new production lifestyles and product forms such as mobile payment, E-commerce live-streaming, artificial intelligence, online education, and so on. It has also created a subversion to the traditional business model. The market competition of enterprises has become more and more fierce.

In order to adapt to the new market environment, enterprises must respond quickly to market changes and maintain their growth advantage with more efficient and correct decisions, so as to win an advantageous position in the competition.Therefore, enterprises should constantly break through the traditional marketing mode and find a low-cost explosive growth mode through marketing innovation. To this end, more and more Internet companies have set up professional growth teams to guide the marketing work with the "growth hacker" theory as the core, so as to achieve the growth of enterprise business indicators. "Growth hacker" theory takes the construction of user growth AARRR Model as the means, through the in-depth analysis of the factors affecting user growth, clarify the promotion relationship of various factors to achieve the growth goal, obtain relevant conclusions through effect evaluation and data analysis, and take this conclusion as the basis for guidance, so as to achieve effective user growth in practice.

The online education company H, which focuses on the cultivation of children's quality, had won a place in the fierce market competition. The number of premium users are more than 350000 people in just three years. It ranks among the "unicorn" enterprises in the online education industry. It is an excellent enterprise representative known in the industry and booming in the competition. This depends on company H based on modern marketing theory and introducing "growth hacker" theory into growth. At different stages of the product life cycle of company H , the focus of user growth is different. User acquisition mainly focuses on social networking and recommendation. The growth strategy is summarized as follows：

（ 1 ） User Retention ： Improve the products value by grinding product strength and service.On this basis, use low-price demo courses such as: various demo courses，live short-term courses, AI courses ) to reduce the threshold for users.After all of this, the products will be trulyhealthy. At this time, the core value of products and the quality of core users are more important.

（ 2 ） User Referral ： It's mainly focuses on social networking and recommendation, encourage old users to influence new users by activity sharing and invitation registration,win the public praise at the same time.The focus of user growth during the outbreak period is user acquisition.

（3）User Acquisition：Established the marketing growth team with cross department and clear responsibilities.Aiming at the users' final payment, expand high-quality and low-cost user acquisition channels in an all-round way in combination with market launch, business cooperation and new media marketing.

（ 4 ） User Activation ： Create a variety of experience courses to guide users to enjoy(complete) the courses. Launch low-cost courses to fit customers with different consumption capacity through the operation activities of new media.

（5 ） Revenue ： Increase AI courses with price competitive advantage to reducing the payment threshold. In addition, it also extends the courses of other disciplines to effectively lengthen and improve the LTV of a single user, so as to achieve revenue growth.

Finally, it summarizes the key factors behind the healthy growth of users, which provides a certain reference for the user growth of education and training enterprises under the background of the Internet.