The Content Operation Of Little Red Book As A Online Shopping Community

In recent years,the online community has developed rapidly by relying on social attributes to bring about powerful development forces.In 2013,the Little Red Book of Community Shopping Sharing Platform came online.With less than five years of deep development of UGC content,it rapidly grew to become the world's largest consumer word of mouth library and a platform for community e-commerce shopping.As of the end of October 2017,Little Red Book already has more than 70 million users.As a community shopping community,Little Red Book has both the community and e-commerce properties,e-commerce started relatively later than the community,and gradually developed on the basis of the community.Little Red Book community in the development of Little Red Book plays an important role.With the development of the Little Red Book community,its content has gradually emerged from a simple UGC to UGC and PGC combination of changes.What is the role of PGC content in the development of Little Red Book Community?In this context,the little red book is how to operate community content?The purpose of this paper is to study the strategy of Little Red Book community content operation and to explore the value and significance of the operation of community content for Little Red Book community development.As a community shopping sharing platform,Little Red Book takes part in the social interaction of the community by virtue of the social attribute of its community,as an official account,and publishes the PGC content for community content operation.In addition to the official account,the Little Red Book community has a large number of celebrities,KOL and corporate brands and other accounts,the contents of the official account of the operating strategy of these accounts will have any reference?How do these accounts operate in content?For the development of Little Red book,what is the value and meaning of these accounts?This paper takes Little Red Book community as the main research object,and uses the research methods of content analysis and interview,focusing on the analysis of Little Red Book community content operation strategy,summarizes Little Red Book content operation strategy,and its Future development suggestions.This thesis mainly consists of four parts.The first part is an introduction part,which discusses the research background and significance of this article,and puts forward the main contents and research methods of this article.The first chapter starts from the change of UGC content in Little Red Book community to the combination of UGC and PGC.Change the value and significance brought to the community operation and operation;The second chapter starts from the perspective of Little Red book through the operation of community content in the form of official account,and studies the official account "Shu dui zhang" as a case and finds the study of its community operation strategy is mainly manifested in the "ground gas" mode of communication,through social interaction to enhance user trust,in line with the community content style for effective dissemination of three aspects;the third chapter will be little Red book platform content operation strategy from the official account was expanded to a celebrity account and the content of the celebrity account"Lin yun Jelly" was analyzed.The results showed that the celebrity account content operation strategy showed the following features:cater to the mainstream of the community and share the favorite topics and content of the core audience,"People first" and "grounded" social interaction to narrow the distance with the user Increase the public's favor,and establish the image of "being a victim of filming a beauty make-up"to bring more attention and turn it into a certain economic benefit,which has similarities with the operation strategy of the official account content.Based on the previous three chapters,the fourth chapter summarizes and analyzes the operation strategy of Little Red Book,and finds its success lies in its style of "warm-heartedness" and accurate marketing of user psychology and pain points.Form your own style and be unique.At the same time,it also puts forward that the content of PGC may affect the quality of community content and reduce the trust of users,and the community transformation may lose the uniqueness of content.The development space of content operation of Little Red Book Several suggestions:Maintain a youthful and "pro-civilian" content style,actively "cross-border cooperation" to break the boundaries of content dissemination,with the community "social" attribute timely feedback content dissemination effect and further complete accurate dissemination.