小红书营销策略研究

随着中国国内人均GDP的逐年攀升以及当前互联网时代的背景下，现今国人的经济条件已经达到了新的高度，与此同时，在当前的文化以及市场环境中成长起来的这一代人对生活方式的认知与传统认知有着很大的不同，对生活品质的要求逐步提升，由此产生了更高的消费需求。但是单就目前国内的生产理念、能力而言，很难满足当代国人的需求，由此跨境电商在国内逐步崛起。
本文以跨境社区电商平台小红书APP为例，分析了小红书现有的运营模式，从小红书最大的特色UGC社区入手。首先，分析了小红书现在所处的市场环境，随后，从内容、社会化媒体、线上线下活动和口碑四个方面，详细的分析了小红书的市场营销策略，本文的最后总结了小红书现有的长板和短板，以及未来的发展方向，以及，小红书对当代电商的借鉴意义。在完成论文后，发现社区电商对当代竞争激烈的电子商务，有着深远的影响。

关键词：社区电商 小红书  营销策略  口碑营销  内容营销

The Market Strategy Research About Red App

ABSTRACT
In the background of the international, with the increasingly  growth about the GDP of chines people. Nowadays the economic situation was reach to the new level. At the same time, there are big different between the people which was growing in this generation’s cultural and market environment with the people who was in the traditional thought way. This generation have the admire for high quantity life standard. Thus they need more quantity product to satisfied their demand. However, the level of the domestic product ability was not match with the level the domestic people was respect. So the cross-border electronic commerce was appeared.
This article take the example of the cross-border electronic commerce Red. Analyze the operating model. Begin with it’s most special part
User Generate Content(UGC). Analyze it marketing environment . Then from the following four angle, content, word-of-mouth, activity, social media to analyze the marketing strategy of the Red. On the end, this article summarize the advantages and the disadvantages about the Red. The future development of Red, and the Red give the meaning to the  electronic industry. After finished this thesis, I was founded that in this competing electronic business areas , the communicating electricity was play an important role.

Key Words:  Communicating Electricity  Marketing Strategy  Word-of-mouth Marketing   Content Marketing

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