基于私域流量平台的客户运营体系构建——以成品油销售企业为例  

Construction of Customer Operation System Based on Private Traffic Platform--Take the Refined Oil Sales Company as an Example

作　　者：李俊[1] 江海[1] LI Jun;JIANG Hai(Sinopec Guangdong Petroleum Company)

机构地区：[1]中国石化广东石油分公司

出　　处：《中国商论》2021年第9期82-84,共3页China Journal of Commerce

摘　　要：当前成品油零售市场竞争激烈,客户需求受新冠疫情和新能源汽车双重冲击持续下降,企业获客和留客难度越来越大。与此同时,新零售浪潮下的私域营销正悄然兴起,商家通过构建私域流量池运营客户,从而带来持续的客户价值转化和变现。因此,本文提出基于互联网、大数据等技术建设成品油销售企业私域流量平台,通过线上线下流量结合,搭建客户精细化运营体系,构建数字营销生态,发掘存量时代油品零售行业新的增长点。The current refined oil retail market is highly competitive,and customer demand continues to decline due to the dual impact of the Covid-19 epidemic and new energy vehicles,making it increasingly difficult for companies to acquire and retain customers.At the same time,private domain marketing under the new retail wave is quietly emerging.Merchants operate customers by constructing private domain traffic pools,thereby bringing continuous customer value conversion and realization.Therefore,this paper proposes to build a platform based on internet,big data and other technologies for the private domain flow of oil product sales enterprises.Through the combination of online and offline flow,it builds a refined customer operation system,builds a digital marketing ecology,and explores new growth points of oil product retail industry in the stock age.

关 键 词：新零售 私域流量 数字营销 客户运营 大数据 

分 类 号：F721[经济管理—产业经济]