用户思维下电商平台流量池构建--基于拼多多的研究

On traffic pool construction of e-commerce platform from the perspective of user’s thinking--based on the study of Pin Duo Duo

以拼多多流量池的构建为案例,研究电商平台流量池的构建。研究发现:在流量获取阶段,用户点击平台是基于用户基本需求通过电商平台的促销信息场景完成的;在流量转化阶段,用户使用电商平台是基于用户交流互动通过平台的信任分享场景完成的;在流量挖掘阶段,用户再次使用电商平台是基于用户偏好意愿通过电商平台的销售引导场景完成的。因此,用户思维是电商平台构建流量池的基础。从用户思维出发,建立相应的场景来实现用户行为,是电商平台构建流量池的主要途径。用户思维下,电商平台在构建流量池的基础上可实现品牌化价值创造、社交化价值传播、智能化价值创造的资源利用和价值创新。

Taking the construction of Pin Duo Duo traffic pool as an example,this paper studies the construction of e-commerce platform traffic pool.The results show that:in the traffic acquisition stage,the users click on the e-commerce platform is based on their basic needs through the promotion information scene of the e-commerce platform to complete;in the traffic transformation stage,users use the e-commerce platform based on user interaction through the trust sharing scene of the e-commerce platform;in the traffic mining stage,users use the e-commerce platform again through the sales guidance scenario of the e-commerce platform based on user’s preference.Therefore,user’s thinking is the basis for e-commerce platform to build traffic pools.And starting from the thinking of users to construct the corresponding scenes to realize user’s behavior is the main way for e-commerce platform to build traffic pools.With the user’s thinking,the e-commerce platform can realize resource utilization and value innovation of brand value creation,social value dissemination and intelligent value creation on the basis of the construction of traffic pools.