A Case Study on Marketing Strategy of Social E-commerce Company RED

Ruotong LAI , Xie Sisheng

Keywords: Social e-commerce, RED, Social activities, Marketing strategy, STP theory.

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.

Published Paper   E-Certificate

"A Case Study on Marketing Strategy of Social E-commerce Company RED", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.9, Issue 3, page no.755 - 762, March-2024, Available :https://ijsdr.org/papers/IJSDR2403109.pdf

Volume 9 Issue 3, March-2024

Pages : 755 - 762

Paper Reg. ID: IJSDR_210503

Published Paper Id: IJSDR2403109

Downloads: 000347198

Research Area: Management

Country: Nanjing, Jiangsu, China

Published Paper PDF: https://ijsdr.org/papers/IJSDR2403109

Published Paper URL: https://ijsdr.org/viewpaperforall?paper=IJSDR2403109

DOI: https://doi.org/10.5281/zenodo.10870010

ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJSDR(IJ Publication) Janvi Wave

This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition