Year: 2024
Type: article
Abstract: As a lifestyle sharing platform, Xiaohongshu has a large users base in China. Its diversefunctions and brand influence have made it a comprehensive platform that integrates social networking, e-commerce and entertainment. The success of Xiaohongshu’s brand development offers valuable insights for other enterprises. This research focuses on Xiaohongshu, examining its efforts and strategies in brand building over recent years. Firstly, a brief introduction to Xiaohongshu will be presented. Secondly, based on the in-depth investigation, the brand building achievements will be summarized from three perspectives: effectiveness, challenges, and school-enterprise cooperation. Finally, building on the previous research, specific the brand building and optimization strategies for Xiaohongshu will be introduced.
Source: 國際人文社科研究
DOI: 10.63944/p7kjxd47
Institution: Shenzhen Polytechnic University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4411509164