基于微信生态的私域流量研究

A Study of Private Domain Flow based on Wechat Ecology

近年来,互联网红利日渐流失,企业增量疲软,各大平台的获客成本不断攀升,公域流量为企业带来的边际增长越来越少,私域流量这一概念被频繁提起。微信作为一款家喻户晓的即时通讯软件,其生态的多样性成为了私域流量孕育的宝地。本文聚焦基于微信生态的私域流量,对其表现形式、运营困境等进行研究,并探究其未来发展的方向。

In recent years,the internet dividend is dying outgradually,the enterprise increment is weakening,the cost for customer acquisition of each major platform is rising,the marginal growth that the public domain traffic brings to the enterprise is less and less,and the concept of private domain traffic is mentioned frequently.Wechat is a household name of instant messaging software,and its ecological diversity has become a treasure land of private domain traffic.This paper focuses on the private domain traffic based on Wechat ecology,studying its manifestation and operation dilemma,and exploring the direction of its future development.