Research On The Construction And Influencing Factors Of Private Traffic Pool Of E-Commerce Enterprises

In recent years,the development of e-commerce industry has made great progress with the optimization of the overall economic environment in the context of China’s poverty alleviation and overall well-off society.However,as China’s mobile Internet coverage has been at a high level,the growth rate reached its peak and then entered a period of slow growth,which made China’s e-commerce industry’s traffic dividend gradually disappear;in addition,at present,the high cost of e-commerce platform makes e-commerce enterprises have to think about how to open up their own channels to"own"customers,in this context,the private-domain traffic marketing model emerged.Private domain traffic is favored by many e-commerce enterprises with its advantages of privatization,direct access and reusability.The success of Perfect Diary,Luckin Coffee and other enterprises through the operation of private domain traffic has also aroused the attention of e-commerce platform to private domain traffic.With the wide application of private traffic,academic circles have begun to study it theoretically,but there are few mature research results.Many e-commerce enterprises find that they lack theoretical guidance when they try to construct private traffic pool,it is difficult to determine what factors will affect the build.Therefore,the theoretical research on the knowledge of private traffic and the research on the factors that influence the construction of private traffic pool can help e-commerce enterprises to make better use of private traffic and further improve marketing efficiency.In this paper,through the literature research method,this paper makes a comprehensive arrangement,analysis and organization of the relevant researches in the fields of private domain traffic and community marketing,content marketing,research reports in the fields of private traffic and e-commerce,popular science works related to private domain traffc,and Internet forums,combined with the current situation of the application of private traffic,the paper systematically analyzes its concept definition,source,characteristics,Operation Principle and operation mode,as well as the concept definition,characteristics,construction process and means of private traffic pool.On the basis of theoretical research,this paper,starting from the two main bodies involved in the construction of the private traffic pool of e-commerce enterprisesmerchants and consumers,initially draws up the influencing factor system,and sifts the initial system through questionnaire survey,finally,the influencing factor system is composed of five first-order influencing factors and 29 second-order influencing factors,which are brand,product,audience orientation stage,attracting flow stage,customer circle stage,transaction and transformation stage and propagation and fission stage.The method of comprehensive fuzzy analysis,combined with Delphi Method and AHP,is used to calculate the weight proportion of the group decision-making factors and determine the relative importance of each factor.The results show that the most important links in the private traffic pool construction process of e-commerce enterprises are attracting flow,enrolling customers and propagating fission,and the most important factors are content interest,propagation reciprocity and interactive participation rate.On this basis,combined with the private traffic pool construction process to improve the construction of e-commerce enterprises private traffic pool recommendations.