从“电商”到“社交 + 电商”的转型——注意力经济下小红书的媒介经营策略

The Transformation from “E-Commerce” to “Social + E-Commerce”—The Media Operation Strategy of Rednote in the Attention Economy Context

摘要: 在当下注意力经济时代，信息的极大丰富致使注意力成为稀缺资源。小红书作为生活方式分享平台，通过构建内容生态、优化用户运营以及创新技术应用等策略，在激烈的市场竞争中成功吸引并留住用户注意力。本文深入分析小红书的经营策略及其效果，探讨其创新之处与面临的挑战，旨在为其他平台提供可借鉴的经验，助力其在注意力经济浪潮中实现可持续发展。

Abstract: In the current era of attention economy, the vast abundance of information has made attention a scarce resource. Rednote, as a lifestyle sharing platform, has successfully attracted and retained users’ attention through strategies such as building a content ecosystem, optimizing user operations, and innovating technology applications in the fierce market competition. This paper deeply analyzes Rednote’s business strategies and their effects, explores its innovations and challenges, aiming to provide replicable experiences for other platforms and help them achieve sustainable development in the attention economy wave.