Analysis of word-of-mouth marketing strategy in the
network environment - a case study of xiaohongshu
[Abstract] The study of little red book's Internet word of mouth marketing
strategy can solve the difficulties in the development of Internet word of mouth
marketing, so that the rapid and healthy development of Internet word of mouth
marketing. In this paper, combining with the theory of word-of-mouth marketing and
the marketing of little red book, the strategy of Internet word-of-mouth marketing was
deeply discussed, and a complete system of Internet word-of-mouth marketing
strategy was built, in order to provide reference for the commercial exploration of
Internet word-of-mouth marketing. The research content of this paper mainly includes
the following five parts: the first part, introduction. This paper expounds the
background of the topic, analyzes the research status at home and abroad, and puts
forward the purpose, significance and research content of this paper. The second part
is the basic theory of word of mouth marketing. This paper systematically expounds
the main problems in the process of word-of-mouth marketing of little red book,
aiming at little red book, consumer and other aspects. The third part, the strategy of
word-of-mouth marketing of xiaohongshu APP. On the basis of explaining the
connotation of the word-of-mouth marketing strategy of xiaohongshu APP, a
complete network word-of-mouth marketing strategy system is established by
discussing the existing problems, and a specific strategy for implementing
word-of-mouth marketing of xiaohongshu APP is proposed. The fourth part, summary.
This paper summarizes the full text, expounds the limitations and innovations of this
paper, and prospects the further research and development of word of mouth
marketing of xiaohongshu APP in the future.
[Keywords] word-of-mouth marketing Interact word-of-mouth
marketing marketing strategy xiaohongshu marketing strategy
