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INTERNATIONAL JOURNAL OF SCIENTIFIC DEVELOPMENT AND RESEARCH International Peer Reviewed & Refereed Journals, Open Access Journal ISSN Approved Journal No: 2455-2631 | Impact factor: 8.15 | ESTD Year: 2016 open access , Peer-reviewed, and Refereed Journals, Impact factor 8.15 |
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| Paper Title: | A Case Study on Marketing Strategy of Social E-commerce Company RED |
| Authors Name: | Ruotong LAI , Xie Sisheng |
| Unique Id: | IJSDR2403109 |
| Published In: | Volume 9 Issue 3, March-2024 |
| Abstract: | Abstract - The rapid development of Internet technology has promoted the integration of social media and e-commerce, and a new business model - social e-commerce has been derived from it. In recent years, the rapid development of social e-commerce has changed the traditional e-commerce business model, and gradually guide the new direction of e-commerce. RED is one of the unicorns of social e-commerce, which is highly popular among young people, and has risen rapidly by virtue of its novel model, innovatively combining "social" and "e-commerce" to build a rich, high-quality content ecology. The purpose of this paper is to analyze the marketing strategy of social e-commerce platform RED by discussing the development history of social e-commerce company RED and applying the STP theory, and to analyze how it achieves market growth and brand influence enhancement by means of innovative content and user interaction. At the same time, this paper also puts forward suggestions for the future development of social e-commerce RED’s marketing strategy, providing useful reference and inspiration for other e-commerce platforms. |
| Keywords: | Keywords: Social e-commerce, RED, Social activities, Marketing strategy, STP theory. |
| Cite Article: | "A Case Study on Marketing Strategy of Social E-commerce Company RED", International Journal of Science & Engineering Development Research (www.ijsdr.org), ISSN:2455-2631, Vol.9, Issue 3, page no.755 - 762, March-2024, Available :http://www.ijsdr.org/papers/IJSDR2403109.pdf |
| Downloads: | 000337362 |
| Publication Details: | Published Paper ID: IJSDR2403109 Registration ID:210503 Published In: Volume 9 Issue 3, March-2024 DOI (Digital Object Identifier): https://doi.org/10.5281/zenodo.10870010 Page No: 755 - 762 Publisher: IJSDR | www.ijsdr.org ISSN Number: 2455-2631 |
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