创业公司黑客增长方法营销研究

摘要

This study aims to illuminate the change that marketing has experienced throughstartups that developed and adopted growth hacking.The thesis presents the evolutionof marketing, introduces the under-researched field of growth hacking, its fundamentalelements, the key aspects of a growth hacking strategy, the framework model growthhacking is based upon, and illustrate its application through a case study.The thesisalso suggest a model that embodies the key elements of growth hacking to contributein filling the literature gap on the subject of growth hacking as literature one-marketing, and marketing in general, have focused almost exclusively on SMEs andbigger companies.The most significant contribution of this exploratory study in thefield of growth hacking is in answering the need for more effective and efficiente-marketing approaches for companies who evolve in saturated markets.
　　The findings of this thesis stipulate that Growth hacking combines a set ofdisciplines (marketing, product development, and coding) with the aim of reaching abusiness model that fuels exponential growth.Product/market fit is a crucial thresholdas it is an important factor for sustainable growth; and early feedback from users is itsmain driver.This also requires conducting high-tempo experimentation based onreliable data and optimizin g the successful experiments through automation oroutsourcing.These experiments are conducted at each stage of the AARRR model toincrease the core metrics of the company.To illustrate these ideas, Slack is used as aease study to show how a company can reach product/market fit and the effectiveactions it takes regarding each level of the user lifecycle.
　　The findings offer valuable insights into how startup adapted their marketingstrategy to the challenges they face financially and in the environment they evolve in.Further research must be conducted in order to conceptualize and synthesize thedifferent aspects and key elements of growth hacking and promote its application.Asthis research is limited by time, skills and experience, the results can serve as ideas forfuture research into the following aspects: the growth strategy

目录

声明

Contents

Abstract

1．Introduction

1．1．Background of the Study

1．2．Significance of the Study

1．3．Literature Review

1．3．1．Traditional Marketing

1．3．2．E-Marketing

1．4．Overview

1．4．1．Research Questions

1．4．2．Research Methodology

1．4．3．Thesis Structure

1．4．4．Innovation and Weakness

2．Introduction to Growth Hacking

2．1．Definition

2．2．T-Shaped Mindset

2．3．The Elements of Growth Hacking

2．3．1．A Process Driven by Experiments and Analytics

2．3．2．The AARRR Model

2．3．3．O．P．N．versus Shareable Moments

2．3．4．The Growth Team

2．4．Difference between Growth Hacking and Marketing

3．The Key Aspects of a Growth Hacking Strategy

3．1．Communication and Customer Support

3．2．KPIs，Analytics，and Testing

3．2．1．KPIs and Analyties

3．2．2．Testing

3．3．Product／Market Fit

3．4 Automating and Outsourcing

4．The AARRR Model

4．1．Acquisition

4．2．Activation

4．3．Retention

4．4．Referral

4．5．Revenue

5．5．Commentaries

5．Case Study：Slack

5．1．Introduction

5．2．Background Information

5．3．Analysis

5．3．1．Product／Market Fit

5．3．2．The AARRR Model

5．4．Conclusion ana Recommenaations

6．Conclusion and Suggestions

6．1．Conclusion

6．2．Suggestions

References

Tables and Figures

Catalogue of Abbreviations

Acknowledgements