Research on Marketing Strategy of Social E-commerce Platform --Taking Xiaohongshu as an Example

Abstract

With the continuous development of the new media era, the trend of integration of e-commerce and social media has gradually emerged. At the same time, social e-commerce platforms have low marketing costs, convenient payment methods, high customer stickiness, and a huge customer base, so they have rapidly occupied the e-commerce market in recent years and become the first choice for many merchants to carry out advertising and marketing and attract customers. Xiaohongshu is a representative case that has gained wide attention and popularity among social e-commerce platforms. Therefore, this paper will take Xiaohongshu as the research object to explore the marketing strategies of social e-commerce platforms, summarize their success, find out the current marketing problems of social e-commerce platforms, and put forward corresponding suggestions to contribute feasible views on marketing and enterprise development and construction. This report includes a review of previous relevant research, an introduction to the development of Xiaohongshu, a marketing strategy analysis, existing problems, and suggestions.