摘 要
社交电商平台是由社交和电商两个部分组合而成的特殊性质的网络虚拟平台。传统的电商平台处于“人物”的模式，很多商品很难被用户触达，商家也承担着高昂的运营成本和压力，而移动社交媒体技术的驱动为用户构造了一个可以和他人进行交流和分享的平台，支持并鼓励用户在平台上分享自己的产品体验。用户参与的成本越来越低，更多的用户愿意通过平台的商品推荐进行购买，实现社交和电商的互通共赢。然而，目前的社交电商仍然存在诸多产品质量问题、商标知识产权问题、分销商代理商管理问题以及消费者利益保护问题等等。
本文探讨了社交电商平台的发展与营销现状，分析其目前存在的问题，并对小红书进行案例分析，对其营销策略进行研究，归纳总结出社交电商平台营销策略优化建议，以期对我国的社交电商行业的发展有所帮助。
社区团购平台关键词：营销策略；小红书；社交电商
ABSTRACT
Social E-commerce platform is a network virtual platform for special nature of two partial portions of social and e-commerce. The traditional e-commerce platform is in the model of "people to find". Many products are difficult to have passed by users. The merchants also bear high operating costs and stress, and the driving of mobile social media technology has constructed a user with others. AC and shared platforms, support and encourage users to share their own product experiences on the platform. The cost of users involve is getting lower and lower, and more users are willing to purchase through the platform's product recommendation, and social and e-commerce interworking. However, current social e-commerce still has many product quality issues, trademark intellectual property issues, distributor agent management issues, and consumer interest protection issues.
This paper discusses the development and marketing status of social e-commerce platforms, analyzes the current problems, and conducts case analysis on Xiaohong books, conducts research on their marketing strategies, summarizing the overtrenesses of exchange business platform marketing strategy optimization suggestions, The development of my country's social e-commerce industry has a temper.
Key words: marketing strategy; small red book; social e-commerce
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