Research On Strategies And Optimization Of NetEase's Strictly Selected Private Domain Traffic Operation In The Context Of Community Economy

The community economy is a new economic form born in the Internet era.The gathering of communities no longer simply relies on kinship and geographic connections.Netizens with common goals and values gather together to form a community.The economic connection based on community trust constitutes the community economy,and the community economy is inseparable.Open private domain traffic operation.Driven by the community economy,the operation of private domain traffic has become a common business phenomenon.Netease carefully selected based on the background of the community economy,accurately grasped the psychology of consumers,and conducted precision marketing to consumers through private domain communication,which became the dark horse of the e-commerce industry.The research on NetEase's strict selection of private domain traffic operation strategies can not only analyze the most cutting-edge marketing strategies in the current vertical e-commerce industry,and provide new ideas for the study of private domain traffic operation strategies,but also provide an opportunity for other vertical ecommerce brands in the context of the community economy.Provide guidance and reference for the development of private domain communication under the Internet.The paper takes NetEase's strict selection as the research object,based on the community economy,from the perspective of traffic operation,using research methods such as case study method,in-depth interview method and network ethnography to carry out research on private domain traffic operation strategy.It aims to explore the universal strategy for enterprises to operate private domain traffic in the context of community economy.The thesis summarizes and analyzes the operation mode of NetEase's strict selection of private domain traffic from the three aspects of private domain traffic acquisition,retention and realization,and explores the operation strategy of NetEase's strict selection of private domain traffic.Supplementary research is carried out through the method of online ethnography,and in-depth exploration of the main problems in its operation process: difficulty in obtaining loyal private domain users,difficulty from "flow" to "retention",and operational effects that affect the increase in repurchase rate.In response to these problems,based on the combination of theory and case,the paper puts forward three targeted optimization suggestions for expanding private domain traffic pools,trust reshaping to drive community potential,and resource integration to realize value realization.