Research On The Private Traffic Operation Strategy Of A Down Garment Company Under The Digital Background

With the rapid development of the Internet,centralized platforms have attracted more and more users.At the same time,the number of Internet users and the length of time users spent online,which used to grow at a high rate,have shown a slowdown.The widespread popularity of online shopping on the Internet and the increase in customer acquisition cost of public domain traffic directly drive the ability of stock user operation;the rise of DTC(Direct To Customer)direct-to-consumer marketing model requires enterprises to provide in-depth insight into consumer needs;the outbreak of the new crown epidemic in 2020 further drives the online digital transformation of enterprises.Against this backdrop,private domain traffic operations came into being,an operational model that can reach customers directly and achieve effective conversion based on repeated use of user resources.After a shift in sales model from traditional brick-and-mortar stores to "brick-and-mortar + online," Company A’s immediate task is to explore how to conduct private domain traffic operations to drive sales growth.Based on the current situation of A’s private domain traffic operation,this thesis uses a combination of research and interviews,literature analysis and case study methods to conduct in-depth communication with A’s online and offline sales staff and the head of the company’s headquarters,and collects a large amount of real and detailed first-hand research data.Firstly,the concepts and theories related to private domain traffic operation were systematically sorted out and introduced,followed by four aspects of private domain operation:traffic acquisition,user link,user conversion and data empowerment as the theoretical framework to analyze the specific content of these four aspects of A down apparel company’s private domain operation strategy,summarizing the main problems of A down apparel company in the private domain traffic operation: traffic acquisition channels Limited traffic access,lack of social interaction,traditional marketing methods,and imperfect data application.Finally,based on the combination of theory and case studies,the thesis proposes four targeted optimization strategies: enriching traffic channels,reshaping user trust,digging deep into user needs,and reconstructing the data platform.This thesis studies the current implementation of private domain traffic operation strategy of A down garment company,which helps the company to improve the level of private domain traffic operation and ensure that private domain traffic operation plays a greater role in the development of the company;at the same time,it can also provide reference for other companies in the industry to develop and implement private domain traffic operation strategy,and provide reference for the transformation and management of digital private domain traffic operation for other companies in the same industry with similar problems.It can also provide reference for other enterprises in the industry to develop and implement private domain traffic operation strategies,and provide reference for other enterprises in the same industry with similar problems in digital private domain traffic operation transformation and management.