私域流量视域下社交电商运行模式及优化对策研究
Research on the Operation Model and Optimization Strategies of Social Commerce from the Perspective of Private Domain Traffic

互联网人口红利消耗殆尽现实背景下，社交电商为传统电商转型提供方向指引。从私域流量内涵本身出发讨论其在社交电商营销中的核心价值，于消费者而言其价值体验在价格优惠和购物体验上，于供应商而言则体现在效益维度。在此基础上，重点剖析“社交 电商”和“电商 社交”两类主流社交电商营销模式的运行机制。为进一步提升社交电商模式的运行效益，应当严格质量检测、主动披露信息和品牌建设从源头提升客户的信任度和粘性，保护和有效运用数据以优客户体验，进一步细化客户群体和免打扰营销以实现其高质量发展。
In the context of the diminishing internet population dividend, social commerce has guided the transformation of traditional e-commerce. Starting from the essence of private domain traffic, this study discusses its core value in social commerce marketing. For consumers, its value is reflected in price advantages and shopping experience, while for suppliers, it is reflected in the dimension of benefits. On this basis, the operational mechanisms of the two mainstream social commerce models, “Social Commerce” and “Commerce Social”, are thoroughly analyzed. To further enhance the operational efficiency of social commerce models, strict quality inspection, proactive information disclosure, and brand building should be implemented to increase customers’ trust and stickiness. Additionally, protecting and effectively utilizing data to optimize customer experience, further refining customer groups, and implementing non-intrusive marketing strategies are essential for conducting high-quality marketing.