私域营销营收转化风险、企业伦理裂变  

Thoughts on the transformation risk of private marketing revenue and the fission of enterprise ethics

作　　者：盛楠 Sheng Nan(Central University for Nationalities,Beijing 100071)

机构地区：[1]中央民族大学,北京100071

出　　处：《北方经贸》2024年第11期143-145,共3页Northern Economy and Trade

摘　　要：私域营销作为数字经济时代的副产品,其热度呈持续上升趋势。但是,企业在试水私域营销过程中,也要注意其中的应对流量规模不济与低营收转化风险等风险因素,尤其是提防“投机式”“平推式”营销及其带来的用户价值、品牌定位偏离乃至诱发道德风险。应着力倡导节俭、绿色、理性消费理念,着力构建公域私域互融互通、线上线下互动交融的新格局,以实现对“私域+”新生态的柔性管理。as a by-product in the era of digital economy,the popularity of private marketing continues to rise.However,in the process of testing private marketing,enterprises should also pay attention to the risk factors such as poor flow scale and low revenue transformation risk,especially beware of“speculative”and“flat push”marketing and the deviation of user value and brand positioning caused by“speculative”and“flat push”marketing.We should strive to advocate the concept of thrift,green and rational consumption,strive to build a pattern of mutual integration and interoperability between public and private domains,and interaction and integration offline and offline,so as to realize the flexible management of the“private domain+”new ecology.

关 键 词：私域营销 风险 伦理 柔性管理 

分 类 号：F270[经济管理—企业管理]