Research On ZYX Private Domain Traffic Operation

Traditional retailers acquire users by means of traffic bidding on centralized ecommerce platforms.However,in recent years,the advantage of China’s demographic dividend has gradually disappeared,and the scale of Internet users has almost peaked,indicating that the traffic dividend of the Internet is about to be exhausted.At the same time,the competition for customer acquisition of public e-commerce platforms is becoming increasingly fierce,and the cost of customer acquisition is rising,but the conversion rate is declining.Therefore,enterprises are urgently looking for new marketing outlets.In this context,wechat ecological decentralized private domain traffic has achieved explosive development,but the current private domain traffic is in the exploration stage of development,and the maturity of operation measures and models is insufficient.ZYX Commercial Retail Co.,Ltd.is an enterprise engaged in beauty and smart retail(hereinafter referred to as "ZYX").Now it has laid out an omni-channel marketing network combining online and offline.Online private traffic operation has become the focus of development,but it has failed to maximize the value of private traffic operation,so ZYX urgently explores appropriate private traffic operation measures.In the context of community economy,based on the strong and weak relationship theory and Maslow’s hierarchy of needs theory,combined with the current basic status of private domain traffic operation research,this paper adopts literature research and investigation research method,according to AARRR model and PEST analysis tool,and finds the following findings on ZYX private domain traffic operation: ZYX has established social and business connections with users under the wechat ecosystem,and has the advantage of developing private domain traffic.However,the current operation situation is not ideal,so it must implement operational adjustment and explore measures to improve the operation effect of private domain traffic.First of all,using the literature research method,on the basis of reading a lot of books,literature and reports,the relevant research of community economy and private traffic is systematically sorted out,which provides a rich theoretical reference for the topic research;Secondly,PEST analysis tool is used to comprehensively analyze the impact of the community economy on the private domain traffic operation,and the opportunities and challenges facing the enterprise private domain traffic operation under the background of the community economy are put forward.Thirdly,based on the survey and research method and AARRR model,from the five dimensions of "acquisition","activation","retention","realization" and "recommendation",the operation status of ZYX company’s private domain traffic under the background of community economy is analyzed.Finally,the flow pool is expanded by multi-channel drainage.This study has important theoretical significance and practical value.First,it enriches the theoretical research of enterprise private traffic under the background of community economy;The second is to provide a reference for ZYX company and other enterprises in the same industry to create a complete closed loop of private traffic operation from the user life cycle under the background of community economy,and maximize the commercial value of private traffic.The innovation of this research is as follows: First,it puts forward the ZYX enterprise private domain traffic operation system.The AARRR model is introduced into the enterprise private domain traffic operation,and the complete system of enterprise private domain traffic operation is built to promote the development of enterprise private domain traffic operation in a more reasonable direction.The second is to put forward a new idea of enterprise private domain traffic operation.From the perspective of community economy,private domain traffic operation,improve user stickiness through social relations,increase user activity and purchase intention,improve enterprise revenue,and make enterprise private domain traffic operation play a greater value.