摘要全球一体化愈演愈烈，海淘市场进一步扩张，跨境消费需求持续攀升，跨境电商平台借势实现全球互联网商机，已从发展初期价格战如火如荼的成长期迈入爆发洗牌的阶段，然而为了规避传统贸易渠道低效率、长链条、同质化竞争和价格战等问题，众多跨境电商平台都在摸索最为合适的营销方式，而其中运用得相当成功的社群化营销也在轮番角逐中脱颖而出。51922

本文主要通过认知当前跨境电商平台的发展环境，总结其主要营销方式，说明社群化营销方式在众多营销方式中脱颖而出的理由，并通过内容、场景、连接三个维度分析跨境电商平台使用社群化营销方式的可行性和实操性，再以跨境电商平台中利用社群化营销手段最为成功的小红书作为案例深度分析，最后综上所述提出具有创新性的参考建议，帮助跨境电商平台利用社群化营销方式扩大规模，提高收益，赢得市场。

Abstract：Globalization intensifying, and further expand overseas online shopping market, cross-border consumer demand rising, cross-border electric business platform realize global Internet business opportunities, to borrow from the flourishing growth into the price war broke out in the initial period of development shuffle stage, however, in order to circumvent the traditional trade channels, low efficiency, long chain, homogenized competition and price competition and other issues, a number of cross-border groped electric business platform in the most appropriate way of marketing, which use quite successful social marketing also emerge in turn.

This article mainly through cognitive cross-border electric business platform for the development of the current environment, summarizes the main marketing, social marketing way in many marketing methods, and three dimensions through content, scene, analysis of cross-border electric business platform for the feasibility of the use of social marketing methods and the field, and cross-border electric business platform in the use of social marketing is the most successful case of the little red book in-depth analysis, finally, to sum up put forward innovative advice, help cross-border electric business platform use social marketing way to expand, increase profits, win the market.

毕业论文关键词：跨境电商；社群化营销；内容；场景；连接 

Keyword: Cross-border e-commerce; Community marketing; Content；Scene; Link

 目    录

1绪论 3

1.1研究背景与意义 3

1.2研究方法 4

1.2.1 文献研究法 4

1.2.2比较研究法 4

1.2.3案例研究法 4

1.3技术路线 5

2文献综述 6

2.1有关跨境电商的研究 6

2.2有关社群化营销的研究 6

2.3已有研究的总结 7

3跨境电子商务平台的营销现状 7

3.1跨境电商平台的发展环境 7

3.1.1宏观发展情况 7

3.1.2主要问题及现状 8

3.1.3主要政策导向 8

3.2跨境电商平台的主要营销方式 8

3.2.1现有消费模式的特点 9

3.2.2营销渠道与营销方式 9