摘    要随着我国社会经济的发展，人民生活水平的提高，人们手中的财富不断增加，这为“海淘热”的发展创造了条件。再加上互联网技术的发展，人们的生活方式和购物习惯都因此发生了巨大的改变。跨境社区电商平台是海淘行业里不可或缺的一支力量，譬如以社区起家的手机购物APP小红书凭借自己的社区优势就在行业内突出重围，成为领军人物。它在社区的基础上顺势发展了电商业务，通过目标用户精确的锁定，并通过口碑营销、4P营销等策略组合在缺乏资源和资金的情况下大范围的占领市场，开启了一种全新的由用户决定企业的社区电商模式。

  本文将重点分析小红书的案例，从跨境社区电商的存在问题及小红书公司的自身结构、发展历程、市场分析、现状等入手来具体探讨其口碑营销和4P营销策略。并且以此为基础对跨境社区电商平台的营销策略进行分析总结，包括体验式、沟通式、一对一等营销策略。希望借助4P营销、营销模式等相关理论基础来探讨跨境社区电商的营销策略，能为企业在发展过程中提供一些借鉴。88860

With the development of social economy and the improvement of people's living standard, the wealth of the people in our country is increasing, all of these creat superior conditons for development of the overseas online shopping industry。 Also with the development of Internet technology, people's lifestyle and shopping habits have been great change。 Cross-border Communicating E-commerce platform is the indispensable force in the overseas online shopping industry, such as the mobile phone shopping APP the Red Book which is started by community become the leader  by right of its own community advantage in the industry。 And then it develop the electronic commerce business on the basis of its community。 And it capture the large range of market rapidly through accurately locking on the target customer, word-of-mouth marketing, 4P marketing strategy combination and so on in the case of lack of resources and funds, to open a new pattern which the user depend on business as a communicating e-commerce platform。源Q于D优G尔X论V文Y网wwW.yOueRw.com 原文+QQ75201`8766

This article focus on the analysis of the Red Book, from the cross-border electricity supplier community’s problems and the company's own structure, development history, marketing analysis, and so on to discuss the status of word-of-mouth marketing and 4P marketing strategy。 And base on this analysis, I will summary the marketing strategy for the cross-border community electricity supplier platform, including experiencing, communicating, one-to-one marketing strategy。 With the help of 4P marketing, marketing pattern and the other related theoretical base to explore cross-border community electricity supplier platform’s marketing strategy,  to provide these to the enterprises for learning in the development process。

毕业论文关键词：跨境社区电商；小红书；口碑营销；4P营销策略；UGC社区；营销策略

Keyword：Cross-border Communicating E-commerce platform; The Red Book; word-of-mouth marketing; 4P marketing strategy; User-generated Content community; marketing strategy。

目录

第一章 绪论 6

1。1研究背景及意义 6

1。1。1研究背景 6

1。1。2 研究意义： 7

1。2文献综述 8

1。3研究内容与研究方式 10

1。3。1研究内容 10

1。3。2 研究方法： 11