Research On Wechat Platform Publishing Private Domain Traffic Operation Based On AARRR Model

In recent years,the scale of China's netizens and the penetration rate of theInternet continue to rise and mobile ports become the main tool for people to receiveinformation.All walks of life have begun to layout on Taobao,Baidu,Weibo and otherpublic platforms to attract users to consume their own products or services.However,as major platforms continue to strengthen the monopoly and monitoring of traffic,traffic is increasingly dispersed and the cost of acquiring customers is rising,thetraffic that publishing enterprises can obtain from public domain platforms isgradually decreasing.Therefore,the long-term holding and repeated access to private domain traffic will become the "cost-effective" choice for publishing enterprises.Asthe largest traffic pool in China,We Chat platform has a large user group and arelatively high penetration rate,which can provide traffic support for publishingenterprises.In addition,We Chat is also a decentralized traffic platform and perfect function settings and "ecological" characteristics make We Chat platform not only willnot intercept the flow,but will let the flow released in different scenarios.With thebirth of We Chat public account,video account and small program,We Chat,a privatedomain flow pool container,has truly completed the closed loop in technology and business logic.At this point,We Chat platform will also become the first choice forpublishing enterprises to carry out private domain traffic operation.This paper will be based on the current We Chat platform to publish trafficoperation of internal and external environment,the private domain of the current flow of publishing enterprises private domain operation status and the related caseanalysis to summarizes the problems existing in the operation process,including the"single user access strategy,actual users efficiency low" "spread content quality notbeautiful,The number of active users on the platform is low,user operation planningis unclear,user stickiness and retention rate is low,traffic is realized in a single way,and the conversion efficiency of private traffic is low,and the recommendation mechanism is not perfect,and users' willingness to share is low.In order to achievebetter results in the operation of private domain traffic,it is necessary to take intoaccount the characteristics of publishing enterprises and the communicationattributes of We Chat.On this basis,innovative schemes are proposed to mobilize multiple resources for operation.In order to ensure the orderly development ofoperation,four operation principles of community,refinement,target anddigitalization are put forward.Then,based on AARRR model,the mode of publishingenterprises' private domain traffic operation on We Chat platform is proposed,in order to provide new ideas for publishing enterprises' We Chat operation and trafficoperation,and theoretical basis for subsequent publishing enterprises' privatedomain traffic operation.The concept of private domain traffic operation has just emerged in recent years,but before that,many publishing enterprises have carried out similar operations onWe Chat platform.However,in general,there is no systematic planning and clearoperation ideas.This paper for publishing We Chat operations of the enterprise,theprivate domain of traffic related system,is combing of publishing companies in recent years related work,to summarize the results of operations of publishing companies inrecent years,with AARRR model to construct publishing enterprises in the privatedomain We Chat platform complete perspective of traffic operation,put forward themore feasible operation scheme,It can effectively solve the practical dilemma of publishing enterprises in the way of integrated development in recent years.Itprovides beneficial support for the follow-up development of publishing enterprises' private domain traffic operation,and promotes the development of wechat operationand private domain traffic operation of publishing enterprises towards a more scientific and efficient goal.