The Market Strategy Analysis for the Two-Sided Platform Xiaohongshu and Tiktok as the Case

DOI

10.2991/978-94-6463-246-0_64How to use a DOI?

Keywords

market strategy; 4P theory; content platform; two-sided platform

Abstract

Two-sided platforms are platforms that connect multiple groups simultaneously and benefit from interactions between those groups. Xiaohongshu and Douyin are typical two-sided content platforms. This paper is concerned with the marketing strategies of such content two-sided platforms and uses the 4P model to analyze them in detail from the aspects of product design, pricing, promotion, and channels. Our analysis shows that the core of XiaoHongshu marketing is to encourage users to share content, while the core of Douyin marketing is to make content fun.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jiadai Zhong
AU  - Jiaxun Zhong
AU  - Rui Guo
AU  - Congdi Yan
PY  - 2023
DA  - 2023/09/26
TI  - The Market Strategy Analysis for the Two-Sided Platform Xiaohongshu and Tiktok as the Case
BT  - Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)
PB  - Atlantis Press
SP  - 530
EP  - 536
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-246-0_64
DO  - 10.2991/978-94-6463-246-0_64
ID  - Zhong2023
ER  -