在国家政策鼓励线下实体经济发展、鼓励消费的大背景下，购物中心的发展潜力巨大。但另一方面，随着行业进入存量时代，竞争愈发激烈，品牌扩张乏力，购物中心招商压力增大。以数字化手段加持的精细化运营，成为购物中心在存量时代的破局之道。
在此背景下，爱分析联合汇纳科技｜汇客云发布了《2023购物中心运营数字化白皮书》（以下简称“白皮书”）。
白皮书从购物中心面临的现状和挑战入手，提出流量运营是精细化运营的核心，而全链路数据是流量运营的主要抓手。通过典型应用场景梳理和实践案例剖析，白皮书为购物中心如何开展流量运营提供了切实的指导和建议。
此外，白皮书对购物中心未来基于流量运营的业务模式进行了展望。流量运营数字化将为购物中心带来业务模式重塑的可能性，购物中心有望超越传统提供“场”的功能，承担提供和经营线下流量的功能，在此基础上走上探索“流量运营”业务模式之路。
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