私域流量视角下社交电商提升用户黏性路径研究

A Study on the Path of Social E-Commerce Improving User Stickiness from the Perspective of Private Domain Traffic

摘要: 在公域流量成本增加和流量红利消退的背景下，私域流量兴起，如何通过私域流量提升用户黏性成为社交电商平台的战略发展关键点。本文从私域流量视角下社交电商的发展现状分析其对社交电商的作用价值和创新模式影响，并从算法优化、消费者信任、市场战略和私域运营成本四个角度提出社交电商提升用户黏性面临的挑战和对应路径，本研究旨在为社交电商平台提高用户黏性路径提供相关参考，促进社交电商平台创新升级发展。

Abstract: As public domain traffic costs escalate and traffic dividends decline, private domain traffic has risen to prominence. For social e-commerce platforms, leveraging private domain traffic to enhance user stickiness has become a critical strategic priority. This paper explores the value and implications of private domain traffic for social e-commerce’s innovative models by analyzing its current landscape. It then addresses the challenges in improving user stickiness and outlines actionable pathways across four dimensions: algorithm optimization, consumer trust, market strategy and private domain operation cost. The findings of this study seek to offer practical insights for social e-commerce platforms to strengthen user retention, thereby facilitating their innovation and upgrading.