Research On Marketing Strategy Of DS Company’s Private Domain Traffic Enabling Physical Stores

The development of mobile Internet has brought new consumption channels and new traffic channels.The emergence of private domain traffic breaks the traditional marketing concept,connects brands and consumers through common goals and values,forms brand community by using social platforms,changes the emotional connection between brands and customers,and breaks the traditional regional and spatial barriers.The marketing operation of enterprise brand has also changed from simple flow thinking to user thinking represented by precise marketing concept.More and more retail enterprises are actively adjusting their operation strategies,carrying out online and offline integrated marketing,and exploring the private domain traffic operation of brands.In this development process,there are also many problems and challenges.For the private domain traffic operation of physical stores,a more comprehensive and systematic marketing strategy research is urgently needed.As the largest clothing brand in terms of sales volume of personal clothes in China,DS has more than 4000 physical stores in the country,and its income mainly depends on the operating income of stores.In order to help stores better conduct private domain traffic operation,in the early stage,the company opened online sales selection,payment,including live broadcast channels.The systematic research on the marketing strategy of DS company’s private traffic enabling physical stores is representative of the research on private traffic operation of physical stores.Firstly,the thesis states the economic and social background of private domain traffic operation and reviews the theoretical results of domestic and foreign related research.Next,it analyzes the development process and marketing status of DS company,conducts a comprehensive and in-depth study on its private domain traffic operation status and the marketing environment inside and outside the company,analyzes and summarizes the main problems existing in the private domain traffic operation of the company’s physical stores,and excavates the internal and external causes of the problems through in-depth interviews and case analysis.Then,based on the relevant theories of online and offline integrated marketing,social network marketing,user profile,traffic marketing,etc.,and combining the author’s experience in private domain traffic operation of physical stores and relevant case studies,the thesis conducts an in-depth analysis of the reasons behind the problems in the process of enabling private domain traffic operation of physical stores.It explores three main problems that need to be solved urgently to enable physical stores to realize private domain traffic:how to obtain a high viscosity private domain customer group,how to keep this traffic,how to improve the ability to convert and realize and the repurchase rate of customers.Finally,focusing on the above issues,the thesis puts forward marketing strategy suggestions on how to build a private domain traffic social platform,build user profiles,precision marketing,as well as the introduction,retention and transformation of private domain traffic.Solve the problem of private domain traffic operation channel by building a social media operation matrix;Solve the problem of private domain traffic operation precision marketing through the construction of user portraits;Through the introduction,retention and transformation of private domain traffic,the closed loop of private domain traffic operation in physical stores is completed,and the problems of private domain traffic terminal empowerment and realization are solved.This thesis studies the strategies of DS’s private domain traffic enabling physical stores,hoping to provide reference for other physical retailers’ private domain traffic operations.