从弱关系到强关系:私域流量中的用户关系新建构

From Weak Relationship to Strong Relationship:Innovation of User Relationship Construction in Private Domain Traffic

私域流量正成为互联网下半场品牌方谋求高性价比营销渠道的一种尝试。私域流量的本质不在于获取流量,而是建构用户关系。根据强弱关系理论,弱关系建立认知,强关系创造价值。本文以新国货彩妆品牌完美日记为案例,认为通过在互动频率、情感力量、亲密程度和互惠互利四个维度上的发力,用户关系可实现由弱连接到强连接的升级。品牌充分挖掘私域流量中的用户价值,既可以"二次出租"用户流量弥补运营成本,也能与用户双向协同,实现价值共创。

Private domain traffic has become an attempt by brands in the second half of the Internet to seek cost-effective marketing channels.The essence of private domain traffic is not to obtain traffic,but to build user relationships.According to the strong-weak relationship theory,weak relationships build cognition,and strong relationships create value.Taking the case of the perfect diary of the new domestic cosmetics brand as a case study,through the four dimensions of interaction frequency,emotional strength,intimacy and mutual benefit,user relationships can be upgraded from weak connections to strong connections.Brands fully tap the value of users,which can either"secondarily rent"user traffic to make up for operating costs,or work with users in two ways to create brand value.