互联网视域下职场文创品牌发展策略研究——以小红书平台“工位布置”现象为例

Research on the Development Strategy of Workplace Cultural and Creative Brands from the Perspective of the Internet—Taking the Phenomenon of “Workstation Arrangement” on rednote Platform as an Example

摘要: 随着互联网平台重塑职场文化消费逻辑，以小红书“工位布置”为代表的现象成为品牌成长的新入口，职场文创品牌面临着诸多机遇。本文从互联网视域出发，通过分析小红书平台高热度笔记与典型品牌案例，系统剖析互联网视域下职场文创消费特征的演化路径。针对当前职场文创品牌发展策略的不足，提出了一些品牌发展的新策略，为职场文创品牌的发展提供参考与实践路径。

Abstract: With the Internet platform reshaping the logic of workplace cultural consumption, the phenomenon represented by rednote’s “workplace arrangement” has become a new entrance for brand growth, and workplace cultural and creative brands are facing many opportunities. From the perspective of the Internet, this paper systematically analyzes the evolution path of workplace cultural and creative consumption characteristics under the Internet perspective by analyzing the high popularity notes and typical brand cases on the rednote platform. Aiming at the shortcomings of the current workplace cultural and creative brand development strategy, this paper puts forward some new brand development strategies to provide a reference and practical path for the development of workplace cultural and creative brands.