From "Sales" to "Attraction": A Study on Designing Customer Acquisition Mechanisms from the Perspective of Digital Capabilities

Abstract

With the deep integration of digital technology and business operations, the traditional "sales-driven" customer acquisition model faces severe challenges such as high costs and low efficiency, making the transformation to "attraction-driven" imperative. This study addresses the core problem of designing a high-efficiency customer acquisition mechanism based on digital capabilities, exploring its implementation path and effectiveness. Based on dynamic capability theory and resource-based view, we adopt a mixed method combining questionnaire survey, experiment and numerical simulation. The core innovation is constructing an integrated framework linking digital capabilities (data acquisition, analysis, application) with customer attraction (value matching, experience optimization, trust building). Results show digital capabilities positively impact customer attraction, with the optimized mechanism reducing acquisition cost by 28.3% and improving conversion rate by 31.7%. This study enriches digital-era customer acquisition theory and provides practical guidance for enterprises.