Abstract
This paper takes the key opinion leader (KOL) marketing on Xiaohongshu as an example to analyze the network marketing environment in the self-media era. The paper studied the win-win strategy of double arrows, including the selection of KOL, capital trading, and communication and feedback. Then, the impact of online marketing on online public opinion was discussed, including the positive and negative evaluation of the product by the brand audience, the possibility of KOL being subjected to online violence, and a more holistic view of the network. In addition, it analyzes the problems existing in online marketing, such as KOL hindering the development and expansion of the market, the intimidation of falsehood, and the scolding of netizens. In response to these problems, suggestions were put forward to improve the network marketing environment, including the improvement of we-media quality and professionalism, platform system management, and government bills. The significance of this research is to provide a comprehensive understanding of the challenges and opportunities of network marketing in the self-media era, and to provide insights into effective strategies and solutions for building a healthy and sustainable network marketing environment.
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