小紅書平臺品牌構建、優化策略及校企合作探析

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.