社交电商平台的营销策略研究-以“小红书“为例

社交电商平台的营销策略研究以“小红书”为例摘要社交电商平台的兼具“社交”和“电商”属性的网络平台。传统的电商模式为“搜索式”，大量优质但“流量”不够的商品不能被消费者注意，销售方也有较高的运营和引流成本。网络社交技术的发展和引入为用户构造了一个可以和他人进行交流和分享的平台，支持并鼓励用户在平台上分享自己的产品体验。用户加入平台的成本骤降，且愈发选择信任平台推荐的商品，增大了商品购买转化率，达到社交和电商双重目的的达成。但是，现阶段的社交电商尚存较多问题，如产品质量远未达到分享内容水准、知识产权被侵犯、上下级供应商管理不协调、消费者合法权益无法得到保障等。本文分析了社交电商平台的现状及营销策略，总结其优势与不足。再以小红书为典型案例，深入剖析其营销策略，由点及面指出社交电商平台营销策略的改进措施，以期对我国的社交电商行业的发展有所帮助。关键词：营销策略：小红书；社交电商ABSTRACTThe social e-commerce platform has a network platform for "social"and"e-commerce"attributes.Traditional e-commerce models are "search",large numbers ofhigh quality but "traffic"can't be careful by consumers,and the seller also has higheroperations and drafting costs.The development and introduction of online socialtechnology has constructed a platform that can communicate and share with others,support and encourage users to share their own product experiences on the platform.Usersjoin the cost plummeted,and the products recommended by the trusted platform increasethe transfer rate of commodity purchases,reaching social and e-commerce doublepurposes.However,the social e-commerce in this stage has more problems.If the qualityof the product is far from sharing,the intellectual property is infringed,the management ofthe upper and lower suppliers is not coordinated,and the legitimate rights and interests ofconsumers cannot be guaranteed.This paper analyzes the status quo and marketing strategy of social e-commerceplatforms,summarizing their advantages and insufficient.In the small red book as atypical case,the marketing strategy is analyzed,indicating the improvement measures ofthe marketing strategy of social business industry platforms,and has helped thedevelopment of social e-commerce industry in my country.Key words:marketing strategy;small red book;social e-commerce目录第1章绪论1.1研究背景1.2研究意义.11.3研究内容021.4研究方法.2第2章相关概念及研究现状.32.1国外研究成果.32.1.1对社交电商概念的研究.…32.1.2对社交电商特征的研究.….32.2国内研究成果.32.2.1社交电商概念相关研究….32.2.2社交电商发展现状相关研究.4第3章社交电商平台的发展及营销策略53.1社交电商平台的发展背景及现状53.1.1传统电商的红利将尽.…53.1.2社交电商成为新趋势.53.2社交电商平台的四种商业模式.53.2.1拼购类社交电商平台.53.2.2会员制社交电商平台63.2.3社区团购平台.63.2.4内容电商平台.…73.3社交电商平台的特征与优势.8川第4章小红书社交电商平台营销策略分析94.1小红书社交电商平台的发展历程.94.2小红书社交电商平台的营销策略.94.2.1K0L营销策略...94.2.2明星效应….104.2.3个性化推荐策略….104.2.4种草营销,104.3小红书当下营销存在的问题..114.3.1虚假和过度宣传造成信誉危机.114.3.2精准营销不足拉低平台形象...…114.3.3社交平台商业化影响用户体验…114.3.4用户信息安全缺乏保障..114.3.5社交电商平台竞争激烈…。.12第5章社交电商平台营销策略优化.135.1加强社交电商平台监管力度..135.2多元化、精细化、规范化营销...135.3打造平台特色稳固粉丝经济.145.4健全用户信息安全保障制度.145.5动态调整营销策略形成竞争优势.145.6提升服务增加用户好感度.15总结.16参考文献.17致谢…19