论文总字数：28021字

摘 要

进入21世纪以来，经济全球化深入发展，跨境电商得到了快速的发展。目前，市场上的跨境电商平台众多，竞争也日益激烈、各家平台为了抢夺市场份额，都采用自己独特的营销方式。小红书是一个以社区营销为主的跨境电商平台，这家平台凭借社区能够快速抓取流量的特征，深受消费者喜爱，发展前景广阔。社区是人群的聚集地，消费者也会在社区中发布一些与产品相关的信息，当其他的消费者想要了解一些信息时，也会去社区中检索这些信息，从而评价产品是否符合他们的需求，因此社区会对消费者购买行为产生影响。企业已经意识到社区营销将给他们带来巨大的利益。一些跨境电商平台甚至直接引入社区，然而目前并没有研究在社区营销跨境电商平台下的消费者购买行为，实现两者结合的最大价值。因此，探究社区营销视角下跨境电商平台消费者购买行为是非常有必要的。

本文首先对跨境电商平台营销方式和消费者购买行为的相关文献研究进行梳理总结，然后对“跨境电商”、“社区营销”、“消费者购买行为”进行概述，从消费者购买行为影响因素出发，选取“个人”、“外部环境”两个因素，结合“小红书”的实际情况，总结出“个人引领”、“他人引领”和“商城引领”三个维度，设计调查问卷内容，分析评价调查有效数据。结果表明，跨境商品种类多，用户忠诚度较好；人”影响较强，应当充分发挥其引导消费作用；平台促销活动效果较差，正品问题难以保障。针对这三个方面，为“小红书”未来发展，提出精确平台定位、深化社区营销、推进正品保证监控三个建议。

关键词：跨境电商 社区营销 消费者购买行为 “小红书”

Analysis on Consumer Purchase Behavior of Cross-border E-Commerce Platform Based on Community Marketing——A Case Study of XiaoHongshu

ABSTRACT

Since the beginning of the 21st century, economic globalization has developed in depth and cross-border e-commerce has developed rapidly. At present, there are many cross-border e-commerce platforms in the market and competition is fierce. Each platform adopts its own unique marketing method in order to capture market share. Xiao Hongshu is a cross-border e-commerce platform based on community marketing. This platform is well-received by consumers because of its ability to quickly capture traffic. The community becomes the main platform for consumers to obtain product information. Consumers are used to interacting with other members of the community before making purchasing decisions. Communities directly influence consumer purchasing behavior. Companies have realized that community marketing will bring them tremendous benefits. Some cross-border e-commerce platforms even directly introduce the community. However, at present, there is no research on the consumer purchase behavior of the community marketing cross-border e-commerce platform, and the greatest value of the combination of the two is achieved. Therefore, it is very necessary to explore consumer purchasing behavior of cross-border e-commerce platform from the perspective of community marketing.

In this paper, we first review the related literature research on cross-border e-commerce platform marketing and consumer purchasing behavior, and then review cross-border e-commerce, community marketing, and consumer purchase behavior. "Overview, starting with the influencing factors of consumer purchasing behavior, select the "individual" and "external environment" two factors, combined with the actual situation of "little red book", summed up the "personal lead", "leader" and "shopping mall Leading the "three dimensions", designing survey questionnaire contents, analyzing effective data of evaluation surveys, the results show that there are many types of cross-border commodities and user loyalty is good; people have "stronger influence; they should give full play to their role in guiding consumption; genuine issues cannot be guaranteed. , The platform promotion activities are less effective. For these three aspects, for the future development of the “Little Red Book”, three suggestions are put forward: accurate platform positioning, deepening community marketing, and promoting authentic guarantee monitoring.

Keywords: cross-border e-commerce；community marketing ；consumer purchase behavior；XiaoHongshu

目 录

摘要 I

ABSTRACT II

第一章 绪论 1

1.1 研究背景 1

1.2 研究现状、方法、目的和意义 2

1.2.1 研究现状 2

1.2.2研究方法 5

1.2.3 研究目的和意义 6

1.3 研究内容 6

第二章 相关理论概述 8

2.1 跨境电商的概述 8

2.1.1 跨境电商的定义及特征 8

2.1.2 跨境电商的发展过程 8

2.2社区营销的概述 10

2.2.1 社区营销的概念及特征 10

2.2.2 社区商业价值 10

2.3 消费者购买行为概述 11

2.4小结 11

第3章 “小红书”消费者购买行为调查研究 12

3.1 “小红书”简介及发展历程 12

3.2 调查问卷设计 13

3.2.1 调查目标确定 13

3.2.2问卷内容设计 14

3.3.3问卷设计思路 14

3.3 调查问卷发放与回收 15

3.4 问卷调查结果分析 15

3.4.1基本情况分析 15

3.4.2消费者行为调查分析 16

3.5小结 16

第4章 “小红书”的消费者购买行为评价与建议 16

4.1 “小红书”消费者购买行为评价 16

4.1.1跨境商品种类多，用户忠诚度较好 16

4.1.2.“他人”影响较强，应当充分发挥其引导消费作用 16

4.1.3平台促销活动效果较差，正品问题难以保障 16

4.2“小红书”与竞争对手对比分析 16

4.3 “小红书”的未来发展建议 16

4.4 小结 16

第5章 总结与研究展望 16

5.1 总结 16

5.2 本文贡献 16

5.3 研究局限性和未来研究方向 16

参考文献 16

附录 16

致谢 16

第一章 绪论

1.1 研究背景

当前，越来越多的人会跨境购物，因为生活水平的提高，对生活品质也有所追求。如图1-1显示，图中进口跨境电商包括零售和B2B两种模式，在2016年的时候交易规模达到了6.3万亿，至2018年，中国进出口跨境电商整体交易规模预计将达到8.8万亿^[1]。目前为止，中国已经建立了多家跨境电商平台，淘宝、天猫、京东等电商巨头在抢占这个市场，一些新的电商平台也不断出现，并一直受到用户的追捧，比如时下深受消费者喜爱的网易考拉海外购平台。所以在跨境购物这个市场竞争环境异常激烈，跨境电商平台不得不想进办法留住消费者，这也促进了我国的跨境电商交易规模的增长。

请支付后下载全文，论文总字数：28021字