1、樒帰(燫簀匀萀尀罟簀讀缁趷H缀窪琡揟圀椀輂會謃讃謃鴃愃如豲瑎灾晥豎瑰搀漀挀愀昀挀愀挀戀戀搀挀搀挀昀攀戀最椀昀如豲瑎灾晥豎瑰搀漀挀尀尀戀昀挀愀戀昀搀戀攀愀挀攀挀夀氀漀挀唀猀伀唀戀夀戀搀琀礀渀砀琀渀攀甀洀瘀戀渀琀搀吀礀稀嘀匀渀攀唀儀如豲琀瀀晥豎琀攀昀攀搀攀昀攀戀攀攀戀昀戀搀栀頀維5餀維蹙鱎繫蹾晜馍嘀渀圀搀栀愀砀匀挀焀瀀琀圀圀砀嘀愀樀最爀愀漀樀椀伀渀礀儀焀匀栀礀椀娀娀倀欀甀眀搀椀瀀欀渀漀夀谀瑎灾晥豎瑰堰壿堰欀X歎靑壿響跿靑響堀需跿需堀需跿需青跿需偓漀偓葨潑橜貌豜汒即怡萀甀綬尀耀蛤s瘀0晾儠靕葞堀脀貐葐齧瑦葟蒐葎啓翿襺蹙晾榍兲屺N序歞葲莍榍兲N盿齢葥敥汵豓汓偵膑蒉汶讏晾靓詟斍詧齎蝧晾豟嚕敻葵睶卑遒敧晾
2、萠齢猀晾莍凿嚕敻吀栀攀戀甀猀椀渀攀猀猀洀漀搀攀猀漀昀琀栀攀氀椀琀琀氀攀爀攀搀戀漀漀欀戀猀琀爀愀挀琀甀猀椀渀攀猀猀洀漀搀攀椀猀琀栀攀戀愀猀椀挀琀栀攀漀爀礀愀戀漀甀琀栀漀眀愀渀攀渀琀攀爀瀀爀椀猀攀挀爀攀愀琀攀猀琀爀愀渀猀昀攀爀猀愀渀搀愀挀焀甀椀爀攀猀瘀愀氀甀攀渀愀瀀瀀爀漀瀀爀椀愀琀攀戀甀猀椀渀攀猀猀洀漀搀攀挀愀渀洀愀欀攀愀渀攀渀琀攀爀瀀爀椀猀攀猀甀挀挀攀猀猀愀渀搀猀琀愀渀搀漀渀琀栀攀瀀漀猀椀琀椀瘀攀瀀漀猀椀琀椀漀渀愀洀漀渀最挀漀洀瀀攀琀椀琀椀漀渀吀栀攀氀椀琀琀氀攀爀攀搀戀漀漀欀眀攀戀猀椀琀攀栀愀猀戀攀挀漀洀攀漀渀攀漀昀琀栀攀洀漀猀琀瀀漀瀀甀氀愀爀挀爀漀猀猀戀漀爀搀攀爀攀挀漀洀洀攀爀挀攀漀渀氀椀渀攀
3、猀栀漀瀀瀀椀渀最洀愀氀氀椀渀挀栀椀渀愀琀猀猀甀挀挀攀猀猀搀甀攀琀漀琀眀漀戀椀最爀攀瘀漀氀甀琀椀漀渀猀琀栀攀昀椀爀猀琀漀渀攀椀猀琀栀愀琀椀琀挀栀愀渀最攀搀昀爀漀洀猀漀洀攀琀爀愀瘀攀氀最甀椀搀攀猀琀漀愀渀漀渀氀椀渀攀挀漀洀洀甀渀椀琀礀愀渀搀琀栀攀猀攀挀漀渀搀漀渀攀椀猀琀栀愀琀愀昀琀攀爀琀栀愀琀琀栀攀礀洀愀搀攀愀挀漀洀戀椀渀愀琀椀漀渀戀攀琀眀攀攀渀漀渀氀椀渀攀挀漀洀洀甀渀椀琀礀愀渀搀漀渀氀椀渀攀猀栀漀瀀瀀椀渀最洀愀氀氀昀琀攀爀琀栀攀猀攀琀眀漀猀椀最渀椀昀椀挀愀渀琀爀攀瘀漀氀甀琀椀漀渀猀琀栀攀氀椀琀琀氀攀爀攀搀戀漀漀欀戀攀挀漀洀攀猀洀漀爀攀愀渀搀洀漀爀攀瀀漀瀀甀氀愀爀渀琀栀椀猀挀愀猀攀琀栀椀猀愀爀琀椀
4、挀氀攀眀椀氀氀洀愀欀攀愀搀攀琀愀椀氀攀搀愀渀愀氀礀猀椀猀愀戀漀甀琀琀栀椀猀眀攀戀猀椀琀攀猠戀甀猀椀渀攀猀猀洀漀搀攀猀愀渀搀洀愀爀欀攀琀椀渀最猀琀爀愀琀攀最椀攀猀琀漀猀甀洀洀愀爀椀稀攀琀栀攀爀攀愀猀漀渀猀漀昀琀栀攀氀椀琀琀氀攀爀攀搀戀漀漀欀猠猀甀挀挀攀猀猀攀礀圀漀爀搀猀吀栀攀氀椀琀琀氀攀爀攀搀戀漀漀欀挀爀漀猀猀戀漀爀搀攀爀攀挀漀洀洀攀爀挀攀漀渀氀椀渀攀挀漀洀洀甀渀椀琀礀戀甀猀椀渀攀猀猀洀漀搀攀洀愀爀欀攀琀椀渀最猀琀爀愀琀攀最礀唀堀腤怀戀猀琀爀愀挀琀愀啶戀癸澀賿癸葶蟿谀晾儠葺豑遒晾儠葺賿晾蘠貉罔遒晾儠葺魣葏豔賿葢湶驸罢晾萠魎鑏厔葼溋樒帰嬀(燫匀萀尀罟讀缁H缀窪琡揟圀椀愂鴃鴃鴃匎匎匎匎匎匎匎匎匎匎匎
5、匎匎匎匎匎挎攐如豲瑎豎灑晥墏撏貖鞏瀀搀昀攀挀攀搀攀愀愀愀挀搀最椀昀如豲瑎豎灑晥墏撏貖鞏瀀搀昀尀尀愀挀搀搀搀愀戀戀昀攀戀搀一瀀眀圀氀栀刀眀欀唀砀最焀欀瀀儀甀嘀漀刀娀昀娀樀堀一娀眀氀伀一爀夀漀瘀娀眀如豲瑎豎灑晥墏撏貖鞏如豲琀豎瀀晥鞏挀戀愀愀昀昀戀搀攀攀昀挀蕙王灬晥敎灙汥如豲敔墏撏貖鞏鞋需靎谀咉榍剜炔虎憅憅蕙王灬晥敎灙汥坫剜炀坑谀瑎虨煎虨諿鮏瑎珿青蕙王灬晥敎灙汥吰吰嬀吀嵨嬀邉嵧恾葎暋婗顐遒湦鞏穻辘赔鞋嬀吀嵨谀嬰邉嵧鞋墏撏堰摎鞏膐葓究輀敞需嬀邉嵧鞋墏撏堰摎鞏膐萀究f华摵鹑颕蒘恾昀颉葡颕悋蒉諿猀抑嬀吀嵨嬀邉嵧f华顔颕塵葑鹶颕豻颕摵葑颕暋颉葶顜葶慢攀盿晢葛颕恾敎晭塛摎萀嬀吀嵨吀煎虨吀珿青蹙鱎繫蹾晜馍唀儀昀
6、樀氀甀瘀吀愀昀氀挀瘀焀堀稀猀氀挀椀倀爀堀娀漀琀瀀夀倀爀洀椀眀夀唀焀最圀瀀渀唀蕙王灬晥敎灙汥如豲敔墏撏貖鞏鞋需靎谀匀怡萀甀綬尀耀蛤s瘀0晾儠靕葞堀脀貐葐齧瑦葟蒐葎啓翿襺蹙晾榍兲屺N序歞葲莍榍兲N盿齢葥敥汵豓汓偵膑蒉汶讏晾靓詟斍詧齎蝧晾豟嚕敻葵睶卑遒敧晾萠齢猀晾莍凿嚕敻吀栀攀戀甀猀椀渀攀猀猀洀漀搀攀猀漀昀琀栀攀氀椀琀琀氀攀爀攀搀戀漀漀欀戀猀琀爀愀挀琀甀猀椀渀攀猀猀洀漀搀攀椀猀琀栀攀戀愀猀椀挀琀栀攀漀爀礀愀戀漀甀琀栀漀眀愀渀攀渀琀攀爀瀀爀椀猀攀挀爀攀愀琀攀猀琀爀愀渀猀昀攀爀猀愀渀搀愀挀焀甀椀爀攀猀瘀愀氀甀攀渀愀瀀瀀爀漀瀀爀椀愀琀攀戀甀猀椀渀攀猀猀洀漀搀攀挀愀渀洀愀欀攀愀渀攀渀琀攀爀瀀爀椀猀攀猀甀挀挀
7、攀猀猀愀渀搀猀琀愀渀搀漀渀琀栀攀瀀漀猀椀琀椀瘀攀瀀漀猀椀琀椀漀渀愀洀漀渀最挀漀洀瀀攀琀椀琀椀漀渀吀栀攀氀椀琀琀氀攀爀攀搀戀漀漀欀眀攀戀猀椀琀攀栀愀猀戀攀挀漀洀攀漀渀攀漀昀琀栀攀洀漀猀琀瀀漀瀀甀氀愀爀挀爀漀猀猀戀漀爀搀攀爀攀挀漀洀洀攀爀挀攀漀渀氀椀渀攀猀栀漀瀀瀀椀渀最洀愀氀氀椀渀挀栀椀渀愀琀猀猀甀挀挀攀猀猀搀甀攀琀漀琀眀漀戀椀最爀攀瘀漀氀甀琀椀漀渀猀琀栀攀昀椀爀猀琀漀渀攀椀猀琀栀愀琀椀琀挀栀愀渀最攀搀昀爀漀洀猀漀洀攀琀爀愀瘀攀氀最甀椀搀攀猀琀漀愀渀漀渀氀椀渀攀挀漀洀洀甀渀椀琀礀愀渀搀琀栀攀猀攀挀漀渀搀漀渀攀椀猀琀栀愀琀愀昀琀攀爀琀栀愀琀琀栀攀礀洀愀搀攀愀挀漀洀戀椀渀愀琀椀漀渀戀攀琀眀攀攀渀漀渀氀
8、椀渀攀挀漀洀洀甀渀椀琀礀愀渀搀漀渀氀椀渀攀猀栀漀瀀瀀椀渀最洀愀氀氀昀琀攀爀琀栀攀猀攀琀眀漀猀椀最渀椀昀椀挀愀渀琀爀攀瘀漀氀甀琀椀漀渀猀琀栀攀氀椀琀琀氀攀爀攀搀戀漀漀欀戀攀挀漀洀攀猀洀漀爀攀愀渀搀洀漀爀攀瀀漀瀀甀氀愀爀渀琀栀椀猀挀愀猀攀琀栀椀猀愀爀琀椀挀氀攀眀椀氀氀洀愀欀攀愀搀攀琀愀椀氀攀搀愀渀愀氀礀猀椀猀愀戀漀甀琀琀栀椀猀眀攀戀猀椀琀攀猠戀甀猀椀渀攀猀猀洀漀搀攀猀愀渀搀洀愀爀欀攀琀椀渀最猀琀爀愀琀攀最椀攀猀琀漀猀甀洀洀愀爀椀稀攀琀栀攀爀攀愀猀漀渀猀漀昀琀栀攀氀椀琀琀氀攀爀攀搀戀漀漀欀猠猀甀挀挀攀猀猀攀礀圀漀爀搀猀吀栀攀氀椀琀琀氀攀爀攀搀戀漀漀欀挀爀漀猀猀戀漀爀搀攀爀攀挀漀洀洀攀爀挀攀漀渀氀椀渀
9、攀挀漀洀洀甀渀椀琀礀戀甀猀椀渀攀猀猀洀漀搀攀洀愀爀欀攀琀椀渀最猀琀爀愀琀攀最礀唀堀腤怀戀猀琀爀愀挀琀愀啶戀樒悈|(燫匀萀蠀罠讀缁蜰析H缀窪琡揟圀椀鬂贃國复如豲灎晥唀栀薈塑搀漀挀挀攀愀愀戀戀搀挀戀搀最椀昀如豲灎晥唀桑薈塑l搀漀挀尀尀挀挀戀戀戀愀愀甀攀渀爀夀吀樀樀猀焀漀娀嘀一樀砀唀氀倀夀倀嘀伀挀焀挀一娀攀瀀椀儀礀匀嘀眀如豲灎晥唀栀薈塑如豲瀀晥唀堀挀戀愀昀攀昀戀挀愀愀戀搀妖屝葛邍葟蒍如賿瑎灾晥豎唀栀薈塑欰X歎攀浓谀鑎豓淿豑湨馋华墐靬豓鑖豎&00&00&00&00谀鞌靻颕腜魜豒蝜e睎媍婎煎婑虐偺梕豾絎S睎煎腑蠀衙虾葑秿Y煎虾虙圀0煎虙坜圀捗湫葸呶扔蹙鱎繫蹾晜馍娀攀挀昀搀伀一昀嘀吀圀瀀礀堀最砀儀儀渀夀一
10、一堀最戀戀挀搀挀栀戀爀攀挀妖屝葛邍葟蒍如賿瑎灾晥豎唀栀薈塑欰X歎攀浓谀鑎豓淿豑湨馋华墐靬豓匀813覄耀舀(玆 “小红书”网上商店的经营模式摘 要经营模式是企业创造、传递和获取价值的基本原理，是整个企业核心的价值。合适的经营模式能够推动企业的发展，使企业在竞争中处于优势地位。“小红书”购物网站作为最近非常火爆的跨境购物网站之一，其成功与创新的经营模式密不可分。通过旅游攻略转向社区和由社区转向社区与电子商务相结合这两次重要的转型，“小红书”变得越来越为人熟知。本文将通过对“小红书”商业模式和营销策略的具体分析来总结出“小红书”的成功之路。关键词：“小红书”； 跨境电商；网上社区；经营模式；营销策略
11、The business modes of the little red bookAbstract Business mode is the basic theory about how an enterprise creates transfers and acquires value. An appropriate business mode can make an enterprise success and stand on the positive position among competition. The little red book website has become o
12、ne of the most popular cross-border e-commerce online shopping mall in china. Its success due to two big revolutions: the first one is that it changed from some travel guides to an online community and the second one is that after that they made a combination between online community and online shop
13、ping mall. After these two significant revolutions, the little red book becomes more and more popular. In this case, this article will make a detailed analysis about this websites business modes and marketing strategies to summarize the reasons of the little red books success.Key Words: The little r
14、ed book; cross-border e-commerce; online community; business mode; marketing strategy目 录摘要-Abstract-目录-一、绪论 -樒憴氀(燫罥讀缁頀H缀窪琡揟圀椀謂圃夓洓甓甓甓鴓鴓鴓鴓鴓鴓鴓鴓鴓鴓鴓鴓鴓鴓鴓鴓如灲晥豛豻啎瞋搀漀挀攀昀攀昀戀攀搀攀最椀昀如灲晥豛豻啎瞋搀漀挀尀尀戀搀挀搀昀挀戀戀昀攀搀愀戀愀攀攀挀伀匀甀洀倀匀娀攀昀漀眀瀀唀嘀椀昀吀伀夀刀氀一焀昀唀甀礀倀焀伀挀刀洀瘀瘀如瀀晥豻唀搀愀戀挀挀挀攀搀昀晜豛瑎灾晥豻啎瞋昀彻开开开开饣靑灟谀捗湫葸呶扎厗扎蒗扖T扖抏抉b獎抏怀谤慔愀谤扔怀谤扔扎楎卲葏扶抉葟虾蒟扶蒏扖煎罎扥d鑎抏膗葨餰扎扖葟訰b损扥葾v檉槿葎扖u跿歑X歎椀葎戀椀葎戀椀葎戀鐀腣Ru饑扎扖葟跿詑扎蒗扖抉欀抏_抉扎蒗抏鹟R慎翿荏葔抏b抉b抉抏谀T抏谀T鑎抏扎蒗Q獎抏豟T济抏洀歠歘济抏腟扨烿e灎毿X歎抏鐀抏洀抏罝潎罝煎抏盿抉抏愀豓换扥豓獢抏豓当獢抏扎罝葢抏毿X歎抏抏颕灜豑婦灜婑虐婦虐灜腑葎虧岄絎岄煎岄絜呶虢岄榏葒v煎葴赶鹑豜葾欀顒豾顎摾顾虢虙齎敓顧虢摾谀瑎灾晥瞋豻啎蹙鱎繫蹾晜馍稀吀圀焀唀嘀猀倀一猀眀漀猀挀氀礀渀挀椀甀眀稀猀爀椀挀甀昀堀愀伀搀攀攀渀戀椀晜豛瑎灾晥豻啎瞋昀彻开开开开饣靑灟叿
