家电企业掉进“伪用户”时代的大坑

Core Viewpoint - The home appliance industry is experiencing a transformation towards "user management," but many companies are falling into the trap of "pseudo-user" practices, leading to ineffective strategies and poor outcomes [3][4]. Group 1: Issues in User Management - Many companies are superficially adopting user-centric strategies without genuine intent, often prioritizing quick sales over true customer satisfaction [4]. - There is a noticeable decline in product quality, particularly in low-cost appliances, leading to a negative user experience despite lower prices [4]. - Companies are focusing on short-term sales metrics rather than establishing a sustainable user-centered marketing service system [5][6]. Group 2: Misalignment in User Understanding - Companies often fail to grasp the dynamic nature of user needs, treating user engagement as a temporary trend rather than a long-term strategy [6]. - The disconnect between stable business goals and fluctuating user demands creates significant challenges for effective user management [6]. Group 3: Recommendations for Improvement - Companies need to innovate internal management systems to facilitate better user engagement and feedback, ensuring that all departments are aligned with user needs [7]. - Establishing a market strategy centered around high-quality products and services is essential for attracting and retaining users [8]. - Continuous investment and practical implementation in user engagement strategies are crucial for overcoming the challenges posed by the "pseudo-user" era [8].