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| 跨境电商平台营销策略分析——以小红书为例 摘 要 随着科技的进步，互联网行业主逐渐兴起，人们利用互联网技术在网络购物的次数也越来越加频繁，伴着改革开放的更加深入经济的腾飞，人们对于生活的要求已经不仅仅局限于简单地吃喝玩乐，人们开始追求于高品质生活，开始追求于外国的优良商品—更加高端的国际品牌，借着互联网技术的新兴以及人们对于高品质国际化产品的追求跨境电商运营而生，满足了大众对于多元化购物的需求，据了解2017年跨境市场刚刚起步，2019年跨境电商行业便取得了丰硕的成果，随着2020年的新型冠肺炎的全球爆发，国人无法出国购买商品，为跨境电商平台的互联网交易的空间提供了更大的市场。在众多的跨境电商平台中，小红书作为我国知名度较高，市场影响力较大的跨境电商运营平台深受大众的喜爱，此时以小红书作为研究典范具有一定的商业参考价值，研究小红书跨境电商平台的营销策略，营销手段以及企业在营销方面的核心竞争力，有利于推进我国更多的中小跨境电商企业的自身发展，为其营销方式的改善和借鉴提供帮助作用，能更好地助力我国跨境电商行业的发展，并针对当前小红书所存在的不足提出自己的意见，以便更好地完善当前跨境电商市场不足的地方 关键词：跨境电商平台 电商平台营销策略分析 小红书营销策略分析 Abstract With the progress of science and technology, the Internet industry is gradually rising.People use Internet technology to shop more and more frequently on the Internet.With the deepening of reform and opening up and the rapid development of economy,people's requirements for life are not limited to simple eating, drinking and playing. People begin to pursue high-quality life and foreign excellent goods - more high-end It is understood that the cross-border market has just started in 2017,and the cross-border e-commerce industry will achieve fruitful results in 2019. With the global outbreak of the new type of e-commerce in 2020,Chinese people can not go abroad to buy business Products provide a larger market for the Internet trading space of cross-border e-commerce platforms. Among the numerous cross-border e-commerce platforms, xiaohongshu,as a cross-border e-commerce operation platform with high popularity and great market influence in China, is deeply loved by the public. At this time, taking xiaohongshu as a research model has certain commercial reference value.Studying the marketing strategy, marketing means and core competitiveness of xiaohongshu's cross-border e-commerce platform is conducive to promoting the development of our country The self-development of more small and medium-sized cross-border e-commerce enterprises in China can provide help for the improvement and reference of their marketing methods,which can better help the development of China's cross-border e-commerce industry,and put forward their own opinions in view of the shortcomings of the current little red book, so as to better improve the deficiencies of the current cross-border e-commerce market Key words: cross border e-commerce platform ;e-commerce platform marketing strategy analysis xiaohongshu ; marketing strategy analysis |
