数字营销下社交零售电商平台运营策略优化研究——以爱库存为例
A Study on the Optimization of Operation Strategies for Social Retail E-Commerce Platforms under Digital Marketing—A Case Study of Aikucun

随着电商行业的纵深发展，由于公域流量平台的日趋饱和，以流量为利润来源的传统电商行业流量红利日趋减弱，私域流量基于私域用户关系，其“以用户为本”的流量经济成为企业突围增长瓶颈的关键。本文基于社交零售电商平台爱库存的研究，以深度案例研究和运营数据监测为视角，对其中基于用户关系的私域流量经营进行了深入剖析。结果显示：平台首先打造了“以保证商品品质为根本的流量反哺”，再以“基于数据智能的精准运营手段”和“以分层分级用户群体为基础的用户价值挖掘模型”以及“以赋能分销商的成长生态建设”为核心手段和策略，将企业私域用户的全生命周期价值最大化。研究的结果有利于为社交电商平台提供良好的借鉴，也可以在一定程度上为企业进行数字化升级以实现私域流量的深耕提供实践经验。
With the in-depth development of the e-commerce industry, the traditional e-commerce sector, which relies on public domain traffic as a source of profit, is experiencing a diminishing return on traffic dividends due to the saturation of public domain traffic platforms. Based on private user relationships, private domain traffic’s “user-centric” traffic economy has become key for businesses to break through growth bottlenecks. This article, based on an in-depth case study and operational data monitoring of the social retail e-commerce platform Aikucun, provides a thorough analysis of private domain traffic management grounded in user relationships. The results indicate that the platform initially established “traffic reciprocation rooted in ensuring product quality”, and then maximized the lifelong value of its private domain users through core strategies and tactics such as “precision operation based on data intelligence”, “a user value mining model founded on segmented and tiered user groups”, and “fostering an empowering growth ecosystem for distributors”. The findings of this study offer valuable insights for social e-commerce platforms and provide practical experience for businesses undergoing digital upgrades to deeply cultivate private domain traffic to a certain extent.