基于UGC社区营销的跨境电商C2B商业模式研究——以小红书为例  

On C2B Business Model of Cross-border E-commerce Based on UGC Community Marketing——Taking Little Red Book as an Example

作　　者：朱绍学 ZHU Shao-xue(Shouxian County Party School,the CPC,Shouxian County 232200,China)

机构地区：[1]安徽省寿县县委党校,安徽寿县232200

出　　处：《汉江师范学院学报》2021年第6期25-30,共6页Journal of Hanjiang Normal University

摘　　要：基于UGC社区营销的跨境电商C2B商业模式是顺应国家关于贸易新模式、新业态发展要求而出现的具有引领作用的电商模式,其核心在于以消费者为中心,通过对社区内容的运营来带动线上商城中商品的转化,进而实现盈利,小红书是该模式下发展最为成功的企业.其实际的运营模式具有较高的学习借鉴价值.以此为背景,选择小红书作为研究案例,对我国当前基于UGC社区营销的跨境电商C2B商业模式的发展现状进行了研究,深入地剖析了其优势与不足,并进一步探讨了问题的化解与运营模式的优化策略.The cross-border e-commerce C2B business model based on UGC community marketing is a leading e-commerce model that conforms to Chinas requirements for new trade models and new business development.The core of the e-commerce model is consumer-centered and through community content operation to drive the transformation of goods in online malls,thereby achieving profitability,Little Red Book is the most successful company under this model,and its actual operating model has high learning value.This article uses this as the background and chooses Little Red Book as a case study to study the current development status of Chinas current cross-border e-commerce C2B business model based on UGC community marketing,analyzes its advantages and disadvantages in depth,and further discusses problem resolution and optimization of operating models.

关 键 词：UGC社区营销 跨境电商 C2B商业模式 小红书 

分 类 号：F724.6[经济管理—产业经济]