Innovation Of Private Domain Operation For Small And Medium-sized Enterprises

Private domain operation is a marketing concept in the digital age,which essentially focuses on precise management and operation of existing users.By utilizing digital management tools,user resources are centralized in a virtual ecosystem and managed according to hierarchical principles.Through targeted marketing activities based on data-driven metrics such as user acquisition,activation,retention,conversion,and viral growth,private domain operation aims to maximize the economic value of user resources.According to the 2022 Private Domain Operation White Paper for merchants,creating their own traffic pool by acquiring broad-based traffic has become a trend for most brands in recent years.The majority of offline stores have also shifted their focus from functionality to management by flexibly utilizing platforms to achieve digitized value for online ordering,interaction,and marketing.Meanwhile,China’s 14 th Five-Year Plan emphasizes digitalization as an important development goal for the next five years.Against this backdrop,applying digital logic and technology to empower private domain operation for small and medium-sized enterprises(SMEs)and ensuring its sustainable development has far-reaching significance for becoming an evergreen business across generations.As an important component of China’s economic development,SMEs play a positive role in stabilizing employment and promoting innovation.This article focuses on the private domain operation of SMEs as the research object and innovatively utilizes digital technology to empower and optimize its development.Specifically,this article first clarifies the research background and significance,research ideas and methods,and research framework and content.The concepts of private domain,private domain operation,and digitization are defined,and the core theories of channel and sharing economy are analyzed.Based on this,the AARRR theory is applied to combine the characteristics of private domain operation and organize the private domain operation chain,which includes five stages: traffic acquisition,traffic activation,traffic accumulation,traffic monetization,and traffic viral growth.Activating traffic,retaining traffic,and monetizing traffic are collectively referred to as traffic conversion.The current status of SMEs’ private domain operation is analyzed from the three steps of private domain operation(traffic acquisition,traffic conversion,and traffic viral growth),highlighting four main factors: platform,traffic accumulation,operational goals and investment plans,and coordinated management of the operation team.Based on these four aspects,the problems in SMEs’ private domain operation are analyzed,and digital technology is used to innovate and solve these problems.Finally,The SAAS cloud system and digital partnership model are analyzed,and their effects on promoting SMEs’ private domain operation are discussed.The research conducts a survey and interviews 35 SMEs that are serviced by DXYS company,obtaining various operational and financial data to analyze the effects of the SAAS cloud system and digital partnership model on SMEs’ private domain operation.The research concludes by summarizing and forecasting the impact of private domain operation on SMEs’ branding and product quality,and the potential for digitalization to become a new driving force for SMEs’ private domain operation.