Red's Community Marketing Model Research Based on UGC Cross-border E-commerce
Keywords:UGC strategy; Red Platform; advantages.
Affected by the epidemic in the past two years, all industries are facing a lot of suffering. But it's a very important opportunity for the short video industry because people are spending more time at home and more free time on the Internet. Major companies have also seized this opportunity to develop and launch online platform apps, and many high-quality platforms have been found and deeply loved by people. The Red platform is one of them. It has its own uniqueness to emerge from the highly competitive network platform. This paper focuses on the marketing strategy of the Red platform based on UGC. The characteristics and advantages of the platform and its development process are described and analyzed in detail, and it is compared with other platforms. In the end, it was found that Red is just to seize the user-centered, so that users can operate independently to build a community, such a unique marketing model to attract customers and stabilize customers. At the same time, some suggestions about the development of Red are put forward.
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