论文总字数：16736字

摘 要

随着科学信息技术以及微博、微信等新型的信息渠道的快速发展。使国内电商行业能够充分跟随时代的步伐，国内电商行业发展前景一片大好。但伴随着“新媒体”“新零售”概念的提出和服务观念的不断提升，对电商行业的要求也不断增加。这就需要企业的经营者不但要完善运作流程，并且更要理性认识企业形象的重要性，在企业的文化战略中纳入企业形象的策划。电商行业企业一旦拥有了良好的企业形象，就更有机会赢得政府政策的大力支持、合作伙伴的信任、最重要的是能够吸引更多顾客进而成为流量大户”。因此企业的公共关系策略在新的媒体环境下显得尤为重要，对于新兴企业来说，公关策略一方面为企业树立良好的形象，另一方面能够及时有效的处理企业所面临的危机。

在信息化时代，信息的快速传播是一把双刃剑。既能及时的将企业好的形象传播给大众，但又时时刻刻“盯住”企业的各种错误。太多的知名企业由于没有进行有效的公关策略而使企业形象毁于一旦，企业也面临破产危机。因而，在新媒体的快速发展下，维护好公共关系的三要素，即组织，传播，公众之间的关系，建立并完善企业的公关部门，使其能够合法合理有效的实施公共关系策略是我们所有企业所需要不断努力和追求的。

小红书公司成立于2013年，是比较年轻的电商企业。小红书在发展过程中以粉丝增速快为特征，更多人关注的是其较成功的市场营销模式，而忽视了在当今互联网社会下信息的高度传播为企业形象带来的机遇与威胁。虽然其成立时间短，在发展过程中也受到很多质疑，也被网络黑粉暴力“攻击”过，但是其发展仍是成功的。因此本文重点关注小红书是如何运作其公关策略，使得企业的品牌形象得到认可，这对于企业来说也是一种隐形的发展力量。本文主要对小红书公共关系目前现状进行分析，找出其存在的问题，并提出相应的改进意见。期望能够研究和制定组建高效公关部门的解决方案，和可持续发展的公关战略规划。对小红书公共关系策略的分析，不仅仅利于其公司，也有利于整个利用互联网技术发展起来的电商行业。

关键词:新媒体；公共关系策略；小红书

Abstract

With the rapid development of scientific information technology and new information channels such as Weibo and WeChat. The domestic e-commerce industry can fully follow the pace of the times, and the development prospects of the domestic e-commerce industry are very good. However, with the introduction of the concept of “new media” and “new retail” and the continuous improvement of the concept of service, the requirements for the e-commerce industry are also increasing. This requires the business operators not only to improve the operational process, but also to rationally understand the importance of corporate image, and incorporate corporate image planning in the corporate culture strategy. Once an e-commerce company has a good corporate image, it will have the opportunity to win strong government policy support, the trust of its partners, and most importantly, attract more customers and become a big traffic user. Therefore, the public relations strategy of the enterprise is The new media environment is particularly important. For emerging companies, the public relations strategy on the one hand sets a good image for the company, on the other hand, it can deal with the crisis faced by the enterprise in a timely and effective manner.

In the information age, the rapid spread of information is a double-edged sword. It can not only spread the good image of the company to the public in time, but also "peg the company" all the time. Too many well-known companies have ruined corporate image because they have not implemented effective public relations strategies, and enterprises are facing bankruptcy crisis. Therefore, under the rapid development of new media, it is our responsibility to safeguard the three elements of public relations, namely, organization, communication, and public relations, and establish and improve the public relations department of the enterprise so that it can legally and effectively implement the public relations strategy. All companies need to constantly strive and pursue.

Founded in 2013, Xiaohongshu is a relatively young e-commerce company. In the process of development, Xiaohongshu is characterized by fast fan growth. More people are concerned about its more successful marketing model, while ignoring the opportunities and threats brought by the high degree of information dissemination in today"s Internet society. . Although its establishment time is short, it has been questioned in the development process, and it has been “attacked” by the network black powder violence, but its development is still successful. Therefore, this article focuses on how Xiaohongshu operates its public relations strategy, which makes the brand image of the company recognized, which is also an invisible development force for enterprises. This paper mainly analyzes the current status of Xiaohongshu public relations, finds out its existing problems, and proposes corresponding improvement suggestions. It is expected to be able to research and develop solutions for the formation of efficient public relations departments, as well as sustainable public relations strategic planning. The analysis of Xiaohongshu"s public relations strategy is not only beneficial to its company, but also beneficial to the entire e-commerce industry that has developed using Internet technology.

Keywords: new media; public relations strategy; Xiao hong shu;

目 录

摘 要

Abstract

目 录

第一章 绪 论

1.1 研究背景

1.2 研究目的与意义

第二章 相关文献综述

第三章 小红书发展概况

3.1 以分享社区为发展起点

3.2 以用户推广为传播方式

3.3以社区电商为经营模式

第四章 小红书公关现状及策略

4.1 以网络媒介为传播渠道

4.2注重塑造明星效应

4.3及时减轻负面影响

第五章 小红书公关策略存在的问题

5.1公关策略缺少科学调研

5.2 公关传播媒介相对单一

5.3与受众沟通不充分

第六章 小红书品牌公关策略改善建议

6.1 开展科学的公关调研

6.2扩展传播媒体类型

6.3加强与受众沟通

结束语

致谢

参考文献

第一章 绪 论

1.1 研究背景

随着我国互联网科技的不断发展，在新媒体环境下微博、微信等新型的信息渠道的涌现。国内电商行业能够充分跟随时代的步伐，国内电商行业发展前景一片大好。伴随着“新零售”概念的提出和服务观念的不断提升，对电商行业的要求也不断增加。电商行业企业一旦拥有了良好的企业形象，就更有机会赢得政府政策的大力支持、以及更多的合作机会，最重要的是能够吸引更多顾客进而成为“流量大户”。

因此企业的公共关系策略在新的媒体环境下显得尤为重要，对于新兴企业来说，公关策略一方面为企业树立良好的形象，另一方面能够及时有效的处理企业所面临的危机。信息化时代信息的快速传播具有两面性，既能及时的将企业好的形象传播给大众，但又时时刻刻“盯住”企业的小错误。太多的知名企业由于没有进行有效的公关策略而使企业形象毁于一旦，企业也面临破产危机。因而，在新媒体的快速发展下，维护好公司与公众之间的关系，建立并完善企业的公关部门，使其能够合法合理有效的实施公共关系策略是我们所有企业所需要不断努力和追求的。

1.2 研究目的与意义

近五年来，以“淘宝”“京东”等为首的电商行业进入前所未有的发展状态。但是也相应出现了一下问题。譬如产品质量是否让大众满意，企业营销方式是否让大众认可等问题。对于绝大多数消费者而言，新媒体环境下的电商行业，微博、微信、抖音等平台虽然给企业带来了巨大的效益，但同时信息的急速传播也增加了企业解决问题的难度；而且，随着企业效益的增加，企业势必会增加对各个项目资金、技术的投入。那么企业应该将其企业形象和品牌管理放置何位置，也成为企业公关急需探究的事务。

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