滴滴产品与用户运营专家（Cross方向）(J250619020)

营销活动策略制定与闭环落地 1. 负责端内活动场景策划（如秒杀频道、领券中心、大促会场），制定主题、目标、玩法策略； 2. 支持商家侧活动策略制定与效果监控，推动站内资源、商户资源与玩法工具高效联动； 3. 全流程负责活动的策划、执行、数据评估与优化 用户增长场景深挖与新增长点探索 1. 通过数据分析洞察细分人群、品类机会、订单场景，结合用户消费路径挖掘潜在增长空间； 2. 打造品类专场、场景型会场（如“夜宵场景”、“下午茶场景”等）以满足多样化消费需求，提升GTV与用户粘性。 营销工具创新与产品推动 1. 探索适配本地消费习惯的新型外卖玩法（如动态满返、分享立减、随机立省等）； 2. 推动营销工具（如券包系统、秒杀引擎、权益中心等）在功能和体验上的持续优化； 3. 快速迭代、至少每周更新玩法机制或测试策略组合，结合数据反哺产品侧优化方向 Marketing Campaign Strategy and Full-Cycle Execution 1. Responsible for in-app campaign scenario planning (e.g., flash sale channel, coupon center, mega sale pages), including theme definition, goal setting, and mechanism design. 2. Support merchant-side campaign strategy development and performance monitoring, driving efficient synergy among platform resources, merchant participation, and promotional tools. 3. Own the end-to-end process of campaign planning, execution, performance evaluation, and optimization. User Growth Exploration and New Growth Opportunities 1. Identify segmented user groups, category opportunities, and order scenarios through data analysis; uncover potential growth opportunities along the user consumption journey. 2. Design category-focused and scenario-based campaign pages (e.g., “Late-night cravings,” “Afternoon tea moments”) to fulfill diverse consumer needs and improve GTV and user stickiness. Marketing Tool Innovation and Product Enhancement 1. Explore new food delivery mechanics tailored to local consumer behavior (e.g., dynamic cash back, instant sharing discounts, surprise savings). 2. Drive continuous improvement in marketing tools (e.g., coupon bundle systems, flash sale engines, perks centers) in terms of functionality and user experience. 3. Ensure rapid iteration—update gameplay mechanisms or test strategy combinations at least weekly—and use performance data to feed into product-side optimizations.

1.挖掘站内外用户触点，通过业务cross、心智透传，驱动频道用户增长，为用户规模与引流效率负责； 2.基于用户场景和渠道特性，通过迭代场域基建、优化供给推荐策略、设计流量分发机制等方式，持续打磨场域的交易体验，提升转化效率； 3.分析用户消费场景，设计用户分层和品类承接策略，提升用户交易粘性。

1. 营销活动策略：基于当地用户洞察，节点/热点特征，挖掘外卖业务增长机会点，制定外卖C端平台营销活动策略与整合营销日历（月度），包含大促活动、节日营销、裂变活动、KOL联动等。 2. 营销活动运营：纵向包含营销活动主题创意、营销玩法设计、页面搭建执行、补贴供给招商策略牵引等；横向协同公共关系&品牌传播策略、商家供给策略、各部门补贴策略。为流量曝光、交易增长、补贴效率结果负责。 3. 本地化运营：结合当地文化热点、用户习惯及节日节点（如狂欢节、黑五），设计符合本地偏好的活动内容。 4. 挖掘营销增长机会点：在外卖消费场景和本地特色人群圈层中，联动KA、合作机构等各类资源，策划联合营销活动。 5. 数据复盘与迭代：监控活动数据，实时调整策略以提升参与率和转化率。针对活动效果，持续进行数据复盘，沉淀有效方法论。 6. 营销玩法创新：根据业务方向及重点策略，结合现有营销能力现状，能持续思考、优化产品能力，协同产品搭建与之匹配的完整产品功能，助力提升营销活动产出效率。探索适配本地市场的外卖营销创新玩法，协同产品，推动相关营销产品工具的功能更新与迭代。 7. 整合营销BP与协同： 以Business Partner身份，整合各部门平台营销活动需求，制定营销计划。 1. Marketing Campaign Strategy； Based on local user insights, key event/hotspot characteristics, identify growth opportunities for the food delivery business, and develop marketing campaign strategies and integrated marketing calendars (monthly) for the C-end platform. This includes major promotional events, holiday marketing, viral campaigns, KOL collaborations, etc. 2. Marketing Campaign Operations： Vertically, the role includes creative theme development, marketing playbook design, page setup execution, and subsidy supply and merchant strategy guidance. Horizontally, collaborate with branding strategies, merchant supply strategies, and department-specific subsidy strategies. Responsible for traffic exposure, transaction growth, and subsidy efficiency outcomes. 3. Localization Operations： Design activities tailored to local preferences, considering cultural hotspots, user habits, and holiday events (e.g., Carnival, Black Friday). 4. Identifying Marketing Growth Opportunities：In the context of food delivery consumption and local community segments, leverage resources from key accounts (KA), partners, and organizations to plan joint marketing activities. 5. Data Review and Iteration：Monitor campaign data, adjust strategies in real-time to improve participation and conversion rates. Continuously review campaign performance and refine methodologies. 6. Innovative Marketing Tactics：Based on business direction and key strategies, continuously optimize product capabilities. Collaborate with the product team to build matching features that improve marketing campaign output efficiency. Explore innovative food delivery marketing tactics suited for local markets, collaborate with the product team to drive functional updates and iterations of marketing tools. 7. Integrated Marketing BP & Collaboration：As a Business Partner, integrate marketing requirements from various departments, and develop marketing plans.

1. 主要负责携程集团国内与国际旅行相关产品的市场研究、用户研究及相关数据分析工作； 2. 需要熟练运用多种用户研究方法如：桌面研究、问卷调查、用户访谈、焦点小组、可用性测试、专家测评等，深入挖掘用户痛点和用户需求，找到潜在的市场机会； 3. 能够熟练使用SPSS、Excel等工具分析相关数据；能够熟练使用中文或者英文独立撰写分析小结/报告，为产品、设计优化提供指导和依据，并推动落地； 4. 能依据产品阶段和需求，合理规划研究方向和计划，主导产品用户体验提升，并洞察市场新机会；能带领小组完成大型项目，并对项目过程有复盘思考，把控小组项目质量； 5. 定期监测产品用户体验及满意度、关注竞品变化等。 1）Primarily responsible for market research, user research, and related data analysis of domestic and international travel products for Trip.com Group. 2）Proficient in utilizing various user research methods such as desk research, surveys, user interviews, focus groups, usability testing, and expert evaluations to deeply explore user pain points and needs, identifying potential market opportunities. 3）Skilled in using tools like SPSS and Excel for data analysis; capable of independently writing analysis summaries/reports in Chinese or English to provide guidance and basis for product and design optimization, and driving implementation. 4）Able to plan research directions and strategies according to product stages and needs, lead the enhancement of product user experience, and identify new market opportunities; capable of leading a team to complete large projects, with the ability to review and control the quality of team projects. 5）Regularly monitor product user experience and satisfaction, and keep an eye on changes in competitive products.