4I理论视阈下小红书平台隐性广告营销策略设计——以小红书“美妆类”笔记为例  

Design of Implicit Advertising Marketing Strategy for Xiaohongshu Platform from the Perspective of 4I Theory—Taking the “Beauty” Notes on Xiaohongshu as an Example

作　　者：郭瑞淇 

机构地区：[1]南京林业大学人文社会科学学院,江苏 南京

出　　处：《电子商务评论》2024年第4期2332-2338,共7页E-Commerce Letters

摘　　要：随着互联网技术的发展,移动交互技术与社交媒体平台共同促成社交电商平台的兴起,社交电商平台不仅拥有“电子商务”的功能,能够满足用户的消费需求,还能拥有社交的属性,满足用户社交需求。小红书作为一款年轻人的生活方式分享的社交电商平台,是基于兴趣分享、互动、消费的“种草社区”。小红书上美妆类视频达人通过制作短视频,以美妆教程视频、美妆产品测评、爱用好物分享等等形式为用户种草美妆产品。本论文想以小红书这一典型的社交电商平台为例,试图概括分析小红书平台中“美妆类”隐性广告的营销策略,优化隐性广告的投放路径。With the development of Internet technology, mobile interaction technology and social media platforms together contribute to the rise of social e-commerce platforms. Social e-commerce platforms not only have the function of “e-commerce”, but also have social attributes to meet users’ social needs. As a social e-commerce platform for young people to share their lifestyle, Xiaohongshu is a “grass planting community” based on interest sharing, interaction, and consumption. Beauty video influencers on Xiaohongshu create short videos to promote beauty products to users through various forms such as beauty tutorial videos, product reviews, and sharing of favorite products. This paper aims to use Xiaohongshu, a typical social e-commerce platform, as an example to summarize and analyze the marketing strategies of “beauty” implicit advertisements on the platform, and optimize the placement path of implicit advertisements.

关 键 词：4I理论 小红书平台 隐性广告 营销 

分 类 号：TP3[自动化与计算机技术—计算机科学与技术]