社交媒体营销对电子商务品牌推广的影响及策略研究——以小红书为例

The Impact and Strategies of Social Media Marketing on E-Commerce Brand Promotion—A Case Study of Xiaohongshu

摘要: 本文以小红书为研究对象，探讨社交媒体营销对电子商务品牌推广的影响机制及实践策略。通过分析小红书的用户画像、内容生态、技术驱动模式和合作案例发现，社交媒体营销通过精准用户定位、KOL/KOC影响力、UGC内容生态和互动机制，显著提升了品牌曝光度、用户信任度及销售转化率。在此基础上，本文进一步提出并阐释了“内容 + 社交 + 技术”三位一体的营销策略框架，为电商平台及品牌方提供理论参考与实践启示。

Abstract: Taking Xiaohongshu as the research object, this paper explores the influence mechanism and practical strategies of social media marketing on e-commerce brand promotion. By analyzing Xiaohongshu’s user portraits, content ecology, technology-driven models and cooperation cases, it is found that social media marketing has significantly improved brand exposure, user trust and sales conversion rate through precise user positioning, KOL/KOC influence, UGC content ecology and interaction mechanism. On this basis, this paper further proposes and explains the three-in-one marketing strategy framework of “content + social + technology”, which provides theoretical reference and practical enlightenment for e-commerce platforms and brands.