社交电商平台的营销策略对比研究——以抖音、快手、小红书为例

Comparative Study on Marketing Strategies of Social E-Commerce Platforms—Taking TikTok, Kuaishou and Rednote as Examples

摘要: 社交媒体的发展促使电商平台走上探索社交化的道路，催生出一种新的商业模式，即社交电商。本研究通过案例分析，从发展概况、用户画像、平台特点、市场定位及经营策略五个方面对比分析了抖音、快手、小红书的营销策略，发现三个社交电商平台在用户群体、平台定位、经营策略等方面各有差异。并建议新型社交电商平台要构建精准的用户画像，明晰平台的核心价值定位，并形成特色经营策略。

Abstract: The development of social media has prompted the e-commerce platform to embark on the road of exploring socialization, which has spawned a new business model, namely social e-commerce. Through case study, this study compares and analyzes the marketing strategies of TikTok, Kuaishou and Rednote from five aspects: development overview, user portrait, platform characteristics, market positioning and business strategy, and finds that the three social e-commerce platforms are different in terms of user groups, platform positioning and business strategy. It is also suggested that the new social e-commerce platform should build accurate user portraits, clarify the core value positioning of the platform, and form a characteristic business strategy.