网络环境下的口碑营销策略分析—以小红书为例【摘要】研究小红书的网络口碑营销策略，可以解决网络口碑营销发展中的困难，让网络口碑营销快速健康发展。本文在结合了口碑营销和小红书的营销等理论，对网络口碑营销策略进行了深层次的探讨，打造了完备网络口碑营销策略体系，以期为网络口碑营销的商业探索提供借鉴与参考。 本文研究内容主要包括以下五个部分：第一部分，绪论。阐述本文的选题背景，分析国内外研究现状，提出本文的研究目的和意义以及研究内容。第二部分，小红书网络口碑营销的基础理论。系统阐述了小红书口碑营销过程中存在的主要问题，针对小红书方面，消费者方面和其他方面。第三部分，小红书 APP 口碑营销的策略。在解释小红书APP 口碑营销策略内涵的基础上，通过探讨当前存在的问题情况下建立起完备网络口碑营销策略体系，提出小红书 APP 实施口碑营销具体策略。第四部分，总结。对全文进行总结概括，阐述了本文的局限性和创新之处，并对今后小红书APP 口碑营销的进一步研究和发展进行了展望。【关键词】口碑营销； 网络口碑营销； 营销策略； 小红书营销策略Analysis of word-of-mouth marketing strategy in the network environment - a case study of xiaohongshu [Abstract] The study of little red book's Internet word of mouth marketing strategy can solve the difficulties in the development of Internet word of mouth marketing, so that the rapid and healthy development of Internet word of mouth marketing. In this paper, combining with the theory of word-of-mouth marketing and the marketing of little red book, the strategy of Internet word-of-mouth marketing was deeply discussed, and a complete system of Internet word-of-mouth marketing strategy was built, in order to provide reference for the commercial exploration of Internet word-of-mouth marketing. The research content of this paper mainly includes the following five parts: the first part, introduction. This paper expounds the background of the topic, analyzes the research status at home and abroad, and puts forward the purpose, ...
