互联网背景下小红书的营销策略研究内 容 摘 要随着互联网信息技术的不断完善，传统的外贸行业已不适应时代的发展，互联网与外贸的结合形成了一种全新的商业模式，推动了跨境电子商务行业的蓬勃发展。由于跨境电商市场前景广阔，越来越多的企业选择发展跨境电商行业，导致跨境电商平台之间的竞争愈发激烈，与此同时存在的问题也日益突出，如何寻找适宜跨境电商发展的道路，对于我国跨境电商的发展有着积极且重要的意义。本文主要以跨境电商企业中发展迅猛的代表企业小红书 APP 为例，剖析其现阶段发展的营销策略，特别是小红书在营销策略选择上的成功之处，同时探究其营销策略中存在的问题，结合当前市场环境，分别从产品营销方面、口碑营销方面、用户体验式营销方面、促销营销方面等分别提出夯实产品供应链，提高正品信任度、重视口碑建设，树立良好企业形象、完善售后服务，提升用户体验、拓宽销售渠道，丰富产品品类等合理化调整和改进营销策略的建议，进一步提升小红书平台的竞争优势，从而为促进我国跨境电商的进一步发展提供借鉴。关键词：精准营销；口碑建设；提升服务质量；营销策略IResearch on the Marketing Strategy of Little Red Book under the Background of InternetAbstractWith the continuous improvement of Internet information technology, the traditional foreign trade industry has not adapted to the development of the times. The combination of the Internet and foreign trade has formed a new business model, which has promoted the vigorous development of the cross-border e-commerce industry. Due to the broad prospects of the cross-border e-commerce market, more and more companies choose to develop the cross-border e-commerce industry, resulting in more and more intense competition between cross-border e-commerce platforms. At the same time, the existing problems are also increasingly prominent, how to find suitable The development of cross-border e-commerce has a positive and important significance for the development of cross-border e-commerce in China. This article mainly takes little red book APP, ...
