数字经济时代私域流量的价值及营销模式  

Research on the Value and Marketing Model of"Private Domain Traffic"in the Digital Economy Era

作　　者：张铎[1] ZHANG Duo(School of Economics,Management and Law,Jilin Normal University,Siping 136000,Jilin,China)

机构地区：[1]吉林师范大学经济管理与法学学院,吉林四平136000

出　　处：《中国流通经济》2023年第12期59-67,共9页China Business and Market

基　　金：吉林省四平市哲学社会科学规划重点项目“数字经济时代四平实体经济与大数据融合发展的复合动力结构研究”(SPSK220009);吉林省高教科研一般课题“新时代产学研融合机制研究”(JXJX2023D273)。

摘　　要：在数字经济时代,流量思维已成共识。但随着网络购物的高渗透率及公域平台获客成本的升高,消费渠道呈现多元化的发展态势,企业运营成本不断提升,大量电商企业面临巨大生存压力。在市场环境嬗变的冲击下,由增量竞争向存量竞争转变的趋势受到学界和商界的关注。公域流量面临客户留存难、增长红利即将触顶和中心化平台获客成本攀升等诸多新挑战,企业亟须数字化转型。为此,以私域流量变现为核心的商业价值亟待研究。通过公私商域联动、去中心化的直达消费者营销及内容营销等模式可盘活私域流量,在挖掘私域流量商业价值的同时,探索以私域流量为核心的私域营销模式,及时掌握私域下的消费者偏好,引导消费者的决策思路,与用户同频共振,从而实现流量变现,并为企业数字化转型提供新思路。In the era of digital economy,"flow thinking"has been generally accepted by the academic community.However,with the high penetration rate of online shopping and the increase in the cost of acquiring customers on public domain platforms,the consumption channels have shown a diversified development trend,enterprises'operational cost has been continuously increased,and a large number of e-commerce companies has been facing tremendous pressure to survive.Under the double impact of the changing market environment,the trend from"incremental competition"to"stock competition"has attracted the attention of academic and business circles.The"Public domain traffic"is facing many new challenges,such as difficulties in customer retention,the imminent peaking of growth dividends,and rising customer acquisition costs on centralized platforms.So,commercial value taking the monetization of"private domain traffic"as the core need to be studied.Therefore,through the linkage of"public and private business domains"and the decentralized"D2C marketing"and"content marketing"models,we can realize the monetization of private domain traffic;while exploring the commercial value of"private domain traffic",we can further explore the"private domain marketing"model that taking"private domain traffic"as the core,understand consumers'preference in the context of private domain,guide the consumers'way of decision-making,and realize synchronization with the customers,so as to realize the monetization of traffic and provide enterprises'digital transformation with new ideas.

关 键 词：数字经济 私域流量 私域营销 营销模式 

分 类 号：F274[经济管理—企业管理]