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1、Abstract As a new mode of foreign trade and economic growth point, cross-border e-commerce platform gains the favor of new domestic consumers by introducing high-quality overseas imports, and has huge market potential. In the future, cross-border e-commerce industry will continue to develop. This pa
2、per introduces three types of cross-border e-commerce under the background and lists the advantages and disadvantages of different types of cross-border e-commerce platforms. At the same time, taking Xiaohongshu APP as an example, based on the study of cross-border e-commerce operation mode in the e
3、ra of social networking, this paper explores the operation mode of Xiaohongshu cross-border e-commerce platform, that is, user generation + cross-border e-commerce, and takes Xiaohongshu as cross-border e at Businessmen s marketing strategies are analyzed in detail, and compared with E-Koala and Mus
4、hroom Street, which do not use cross-border e-commerce platform, from five aspects, using pictures and data as the most powerful proof, so as to highlight the development advantages of Xiaohongshu, so as to enhance the visibility of the platform. Key Words: Social Network Age; Xiaohongshu; UGC Commu
5、nity; Business Mode; 29OutlineThesis Statement: This paper explores the operation mode of Xiaohongshu cross-border e-commerce platform based on the study of social network era. Introduction. Social Network Business ModeA. ConceptionB. CharacteristicsC. Classification of Business Modes of E-commerce1
6、. M2C2. B2C3. C2C Buyer Model. Operating Mode Analysis of Xiaohongshu A. Backgrounds of XiaohongshuB. An Unique Operation Mode -UGC Community1. Conception and advantage of UGC2. Characteristics of UGC Community in XiaohongshuC. Analysis of Competitive Advantage of Xiaohongshu. Comparisons Between Xi
7、aohongshu and other Cross-border E-commerce Platforms A. Mogu StreetB. Kaola. Conclusion天津大学仁爱学院2019届本科生毕业设计（论文）An Analysis on Operating Mode of the Cross-border E-commerce in Social Network Age : Taking Xiaohongshu as An Example . IntroductionAt present, peoples life and work are inseparable from t
8、he network. The development and perfection of social networking platform has changed the traditional marketing mode. Its advantages include fast dissemination of information, low promotion cost and high communication efficiency. When enterprises use social networking platform to carry out marketing
9、work, they can make enterprises obtain greater economic benefits and effectively promote the overall development of the whole enterprise. Meanwhile, with the development of computer information technology, great changes have taken place in Internet application platforms, which also lay the foundatio
10、n for the emergence and growth of social network platforms. Social network applications have obvious characteristics, that is, high clicks and many users, making online shopping gradually become an important part of the market. Based on this, the marketing model based on Internet platform has become
11、 the focus of attention of many enterprises at home and abroad. Under the background of social network era, the brand-new marketing model suggests that enterprises should fully integrate with the times, reduce operating costs and publicize products through social network platform, so as to maximize
12、profits and optimize management model. In addition, enterprises can also make detailed and specific marketing strategies by investigating the capabilities and needs of different buyers to improve operational effectiveness. In view of this, this paper will focus on the exploration and analysis of mar
13、keting mode in the context of social network era, and provide theoretical analysis for the marketing mode of Xiaohongshu, a cross-border e-commerce platform. . Social Network Business ModeA. ConceptionThe definition of marketing in the context of social network era is fundamentally a new business mo
14、del based on Internet technology. By using computer technology, enterprises or businesses can fully and clearly display product information to consumers and conduct rational and effective marketing. Social network produces network marketing through the transmission and exchange of product informatio
15、n. It uses its convenience and efficiency to propagandize different users or potential users, and ultimately achieves the goal of improving product influence and popularity and sales performance, which is the scope of marketing in the context of social network. The influence of social network era ba
16、ckground on marketing enterprises or agents can become marketing by using the Internet to publicize and sell their products. In this process, the transmission and communication of product information between enterprises and agents, enterprises and enterprises, agents and consumers, consumers and con
17、sumers need to be accomplished through social networks. These different roles are important nodes in social networks, and through the latter, they are interrelated. From this, we can see that social network is an important means for future business agents to complete marketing, but also a new way fo
18、r consumers to buy daily necessities. In addition, the functions and identities given by social networks to all enterprises and agents can ensure their fair participation in competition, and the universality and equality of social network resources also provide more ideal opportunities for enterpris
19、es or agents with poor competitiveness. At the same time, the marketing based on social network has higher technical requirements for enterprises and agents, and more detailed requirements for marketing personnel. It requires not only professional marketing knowledge, but also strong communication s
20、kills to successfully complete marketing.B. Characteristics1. Marketing is more precise and more precise than the traditional market transaction mode. Marketing is more precise in the context of social network era. By using social networking tools such as QQ, WeChat and Weibo, the marketing departme
21、nt or agent of an enterprise can lock the target customers into a smaller and more detailed scope, and then provide key services to the target or potential customers. In addition, accurate understanding of target customers purchasing power, product demand and other information can not only improve t
22、he quality of service to achieve the desired service effect, but also make use of target customers publicity ability in their respective social networks to produce butterfly effect, ultimately achieve the desired brand publicity effect, and further broaden the scope of potential customers. From this
23、 we can see that social networking tools are an important way for enterprises or agents to find precise customer groups, and consumers evaluation of product quality through social networking will also affect the next marketing performance, so they can interact, making enterprises or agents more accu
24、rate in targeting potential customers. 2. Operating cost reduces the marketing mode under the background of social network, which is low-cost, time-free and fast-yielding. Compared with the traditional market trading mode, the use of social networks can publicize products at any time, and also compl
25、ete the transmission and communication of product information with target customers in time. It does not need physical stores, saves money and time costs, and has obvious advantages. In addition, in the early stage of marketing, enterprises or agents can reduce capital investment by using social net
26、works to enhance the liquidity of enterprises and reduce operational risks. In addition, the strong interaction and sharing of social network nodes can save the costs of setting up physical stores, decorating storefronts and equipping resources, celebrity endorsement and propaganda, which can reduce
27、 product prices and expand customer groups. It is also of vital importance. From the above analysis, we can see that social networks can not only effectively reduce operating costs, but also play a positive and important role in expanding the market share of enterprises and improving their economic
28、benefits.3. Market information response is more timely, direct and accurate market economy environment with the continuous development of Chinas society and economy is gradually showing a complex and changeable trend. However, as we all know, timely and accurate grasp of market information is conduc
29、ive to the assessment and prediction of market economic development trend, and it can also play an important role in the adjustment of enterprise development strategy, the improvement of competitiveness and the improvement of marketing performance. Through direct communication with target customers,
30、 the marketing model of social network can understand customers needs more timely, directly and accurately, and grasp consumers feedback and information more pertinently. The rebuilding of product design, quality adjustment and marketing capability based on customer feedback is bound to be crucial t
31、o optimizing industrial structure, improving product quality and rationally adjusting enterprise resources, and also plays an important role in the long-term, stable and healthy development of enterprises.C. Classification of Business Modes of E-commerce“E-commerce business model refers to the way i
32、n which e-business uses information technology and the Internet to operate its business”.1. M2CRepresentative company: Tmall Global, Ymatou APP.Summary: The size of the two companies is different, but essentially they are based on the business platform, and the transactions are conducted by the busi
33、ness and consumers themselves, through which payment and information communication can be resolved.Advantage: Although there is no profit model, the mode is light and the investment is low, but due to the special timeliness of cross-border itself, the turnover period of cash flow is very long, so it
34、 is no matter how to make money. Platform to do is the actual volume of transactions, it does not matter whether to make money or not.JD lost money in 10 years or went public, believing that e-commerce earns money by selling goods, that is layman. The most important thing of the platform model is to
35、 maximize the essence of the Internet and reduce all the intermediate links, which is the essence of e-commerce.Disadvantages: No profit point; There is no control over the quality of goods. After-sales service is poor, cross-border disputes are different from domestic disputes after all. Once there
36、 is a problem, returning and exchanging goods is a very troublesome thing. One thing we must do is to solve the supply chain. Although the essence of e-commerce is to solve the supply chain, the platform needs to do more. Local e-commerce is so tough because there are so many express logistics compa
37、nies to solve the supply chain, no one across the border is mature. So Tmall and Yangmatou APP will build their own warehouses, build logistics, and even have their own transshipment companies to solve the supply chain problems. Indeed, the platform is to solve the supply chain.2. B2CRepresentative
38、companies: JD, SF Express, various traditional industries to transform into cross-border enterprises.Summary: More and more giants begin to participate in the cross-border e-commerce industry. Competition is extremely fierce. B2C is not something that ordinary little guys can do. Capital, team, sour
39、ce of goods, logistics, one link is not enough.I strongly advise entrepreneurs who want to do this model of cross-border e-commerce to think clearly, if you are a traditional import trade, you should be careful that the operation of e-commerce and traditional enterprises are not the same thing, the
40、above four things are indispensable in the cross-border B2C field.If you are an e-commerce practitioner, unfortunately, you still cant succeed with one of the four above. Cross-border and domestic e-commerce are different. There are too many problems to be solved. Not only do you have to do a good j
41、ob in local e-commerce operation, but also you have to solve logistics warehousing, sourcing, and the need for huge benign cash flow, which is not available to ordinary people at all.Advantage: Purchasing prices are low, so it is easy to attract consumers at affordable prices, because the essence of
42、 cross-border shopping is I want both cheap and good goods. Cheapness is an important trait. Commodity quality is easy to control, after-sale difficulty is not high, the rate of customer complaints is not high.Due to the unification of logistics, it is relatively easier to control in terms of timeli
43、ness and reach consumers in the shortest time. Due to sufficient financial support, it can be spread horizontally in the category, and it is easier to enrich the product line.Disadvantages: It burns money. Profit is meager, although there is a commodity interest margin, but due to personnel costs, l
44、ogistics costs, the funds on the payment are too high, so it is very strong to be able to levelling, initially basically by burning money to grab the market. The model is too heavy and the threshold is too high, so it may be a model of cross-border e-commerce in the future stage, rather than suitabl
45、e for doing now, it can only be done by mature e-commerce, entrepreneurs must not touch B2C.3. C2C Buyer ModelRepresentative companies: the Global Purchase, Jiemi App, etc.Overview: No doubt, foreign docks are the first to do sweeping apps, which are copied later. Several apps even copy the same int
46、erface. Of course, at the beginning of plagiarism, the latter began to develop their own direction. For example, Street honey and sea honey are non-standard commodities.Advantage: Compared with the merchants, the number of buyers is geometric. Buyer mode is the most suitable platform to build before
47、 we can find the right business.Skus problems are easy to solve, and buyers themselves will introduce their own circles of customers into the platform to help platform marketing. Early Taobao is the best example. If you start as a merchant, you cant do it at all. Only by small C can you gradually tr
48、ansit to the merchant. Cash flow precipitates greatly.Disadvantages: The cost of management is high and the volume of after-sales complaints is huge. And it also sales too many fakes; Backstage functions are easy to lose buyers if they are not well done. The timeliness of logistics can not be contro
49、lled. Homogeneous competition is too fierce and goods are too duplicated. The display of pure app interface is limited, which will cause a lot of redundant information. Whether it can effectively prevent the display of commodity information is a question that needs to be considered. The most important thing about this mode is it has no profit. . Operating Model Analysis of Xiaohongshu A. Backgrou