市场营销-小红书市场营销策略分析.docxVIP

PAGE 2 小红书市场营销策略分析 摘要：随着互联网+时代的到来，跨境电商也成为中国国际贸易发展的新模式。近年来，世界贸易呈现恶化趋势，部分欧亚国家需求放缓，中国进出口贸易增速进一步放缓。此时，跨境电子商务作为一种新的贸易模式的发展正在加快，进出口贸易量和增长逐年增加，营销模式不断创新。因此，本文将通过对跨境进口电子商务平台营销策略的研究，结合实际调研和访谈，帮助政府对跨境进口电子商务平台的发展提出正确的战略定位和指导。政策指导将有助于学者进一步了解跨境进口电子商务平台独特的营销策略，帮助跨境进口电子商务平台相关企业为国际贸易发展带来经济增长和创新趋势。 关键词：跨境电商；互联网；电子商务 Abstract: with the advent of the Internet plus era, cross-border electricity supplier has also become a new mode of Chinas international trade development. In recent years, world trade has shown a deteriorating trend. Demand of some Eurasian countries has slowed down, and the growth rate of Chinas import and export trade has further slowed down. At this time, the development of cross-border e-commerce as a new trade mode is accelerating, the volume and growth of import and export trade is increasing year by year, and the marketing mode is constantly innovating. Therefore, this paper will help the government put forward the correct strategic positioning and guidance for the development of cross-border import e-commerce platform through the study of cross-border import e-commerce platform marketing strategy, combined with actual research and interviews. Policy guidance will help scholars to further understand the unique marketing strategies of cross-border import e-commerce platform, and help enterprises related to cross-border import e-commerce platform bring about economic growth and innovation trends for the development of international trade. Key words: cross-border e-commerce; Internet; E-commerce 目 录 TOC \o 1-3 \h \z \u 1 引言 1 1.1 研究背景及意义 1 1.1.1研究背景 1 1.1.2研究意义 1 1.2相关理论 1 1.2.1 跨境电商的概念及其分类 1 1.2.2 4PS影响理论分析法 2 2 小红书市场营销策略 2 2.1 产品策略 2 2.1.1清晰的产品定位 3 2.1.2对进口产品质量予以高度重视 3 2.1.3对产品品类和品牌多样性重视 3 2.2 价格策略 3 2.2.1针对流通成本上的价格策略 4 2.2.2针对关税政策变化上的价格策略 4 2.3 促销策略 4 2.3.1针对不同的产品品牌发放数额不等的满减优惠券 5 2.3.2会员优惠策略 5 2.4 渠道策略 5 2.4.1公开产品供应商的信息和进货渠道等 6 2.4.2构建海外仓、体验店等方式扩宽渠道 6 3 小红书市场营销策略存在的问题 6 3.1 产品层面问题