| The Internet-based digital economy is booming,the advantages of traditional public domain traffic operations are gradually weakening,while private domain traffic operations have received more attention.Merchants no longer blindly pay attention to the pursuit of quantity when marketing products,but take into account the development of the stock market.It has been 3 years since the initial germination of private domain traffic,from the initial inability to fully understand its importance,to now all walks of life are actively exploring private domain operations,private domain traffic has officially ushered in the spring of development.Although the application of private domain traffic in actual development has been quite extensive,the research on private domain traffic in the academic community still focuses more on applied research.Therefore,this study hopes to explore the impact of interactive rituals on private domain traffic to enhance user stickiness and improve monetization from a new theoretical perspective.This paper first introduces the research background,research significance,research methods and problems to be solved,and constructs an overall research framework to further clarify the research object of this study.Through participatory observation method,in-depth interview method and questionnaire survey method,combined with the interaction and feedback between private domain traffic builders and participants in specific situations,this paper explores how private domain traffic established based on We Chat community can tap the lifetime value of users and realize traffic monetization through the establishment of trust relationship.Secondly,starts from the current research on private domain traffic in China,reviews the research on private domain traffic,and summarizes the main directions of current research on private domain traffic,namely,the definition of the concept of private domain traffic,the phenomenon analysis of private domain traffic in practical application,and the expansion of the application prospects of private domain traffic.On the basis of current research,combined with the application of private domain traffic in practice,the shortcomings of current research are pointed out.Thirdly,guided by Collins’ interactive ritual chain theory,this paper observes the interaction between members of the We Chat community established and managed by the three merchants.From the aspects of private domain traffic requiring group gathering,excluding irrelevant groups,pursuing good prices,generating group symbols,and participants’ spontaneous maintenance of private domain order,this paper verifies that the private domain traffic operation basically meets the prerequisites for the development of the interactive ritual chain theory proposed by Collins,so as to conclude that the private domain traffic operation generally meets the basic conditions for the development of the ceremony.Through the analysis of the selected samples,the interaction results of the interactive ritual in the context of the private domain are further refined.It is found that the development of rituals in private domain communities is conducive to enhancing user stickiness of community members and improving the monetization ability of private domain traffic.At the same time,according to the actual situation of the current development of private domain traffic,from a theoretical perspective,further optimization suggestions are put forward for the long-term development of private domain traffic.Finally,this study clearly points out that it is necessary to study private domain traffic with interactive ritual chain as the theoretical frame,which can make up for the lack of theoretical support in the current research on private domain traffic to a certain extent.Private domain traffic plays an important role in product promotion and brand marketing in today’s rapid development of the digital economy.It can be said that whoever masters private domain traffic will master the key to product marketing success. |
