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| 浅析互联网背景下小红书的口碑营销策略
摘要
移动互联网的发展，使人们的生产生活方式产生了翻天覆地的变化。人们不论是从生活方式还是购物理念无一不反映出互联网巨大的影响力。跨境电商是电商市场的重要组成部分，小红书作为一款起步于社区的移动购物APP，凭借其社区优势在该领域形成了自己的特色。它以社区为基础开发自己的购物平台，将85、90后消费群体作为目标客户，精准定位。通过口碑营销，以低成本零广告的方式迅速占领市场，开创了以用户为导向的社区电商新模式。本文以小红书ＡＰＰ为范本，基于小红书的营销现状和口碑营销现状，结合小红书在口碑营销传播中的5W要素和意见领袖相关理论来展开对小红书口碑营销的探讨。同时讨论了小红书在口碑营销中所存在的问题并提出相应对策。
关键词：口碑营销；５Ｗ要素；意见领袖；小红书；互联网
ABSTRACT
The development of mobile Internet has brought about earth-shaking changes in people's way of production and life. The great influence of the Internet is reflected in people's lifestyle and shopping philosophy.Cross-border e-commerce is an important part of the e-commerce market.Xiaohongshu, as a mobile shopping APP started in the community,has formed its own characteristics in this field by virtue of its community advantages. It develops its own shopping platform based on the community,taking the post-85 and post-90 consumer groups as its target customers and positioning them accurately. Through word-of-mouth marketing,it quickly occupies the market with low cost and zero advertising, and creates a new user-oriented community e-commerce model. This paper takes the Little Red Book App as the model,based on the marketing status of Little Red Book and the status of word-of-mouth marketing,combined with the five W elements of Little Red Book in word-of-mouth marketing communication and the theories of opinion leaders to launch a discussion on the word-of-mouth marketing of Little Red Book. At the same time, this paper discusses the problems existing in the word-of mouth marketing of Xiaohongshu and puts forward corresponding countermeasures.
Keywords：Word of mouth marketing Opinion leader; The little red book; The Internet
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