Research on Marketing Model of Social E-commerce Based on Customer Loyalty

Take “Xiaohongshu” as an Example

DOI

10.2991/assehr.k.210121.119How to use a DOI?

Keywords

Social E-commerce, Customer loyalty, Marketing model, “Xiaohongshu”

Abstract

As the growth rate of China Mobile Internet users continues to decline, the scale reaches the top, and users’ attention is further distracted, and the competition for users’ attention will become more and more intense, entering the stage of stock competition. In this context, “Xiaohongshu” based on the user core to enhance user stickiness, build a community with a good atmosphere, and has a strong ability of “Planting grass” and “Carrying goods”. In the fierce competition, “Xiaohongshu” has become a rising star in the e-commerce industry. This paper analyzes the “social + e-commerce” marketing mode of “Xiaohongshu” through case study, and uses 4R Theory to analyze it. It establishes a marketing closed-loop from establishing relationship with customers to retaining loyal customers and finally obtaining returns. Provide theoretical support for other social e-commerce and e-commerce socialization.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ruige Cheng
PY  - 2021
DA  - 2021/01/23
TI  - Research on Marketing Model of Social E-commerce Based on Customer Loyalty
BT  - Proceedings of the 6th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2020)
PB  - Atlantis Press
SP  - 590
EP  - 595
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210121.119
DO  - 10.2991/assehr.k.210121.119
ID  - Cheng2021
ER  -