Research on rednote’s “Seed-Planting” Community Marketing Strategy Based on the New 4C Theory

Abstract

在社交媒体营销蓬勃发展的当下，社群经济作为一种新的商业模式正在受到企业的重视，小红书以“种草”模式成为极具影响力的社群营销平台。本研究以新4C理论为基础，深入剖析小红书“种草”社群营销策略。研究发现，小红书通过构建符号化场景、输出情感化内容、打造圈层化社群以及实现社交货币驱动的连接，形成独特营销模式。然而，目前存在场景失真、价值稀释、社群区隔和信任消解等问题。为实现范式升维，需构建真实性符号认证体系、植入信息熵平衡评估模型、建立赋权机制以及推动DAO协同生产范式转型。本研究旨在为小红书及相关从业者提供理论与实践指导，助力提升营销效果，推动行业健康发展。In the booming era of social media marketing, community economy, as an emerging business model, is gaining increasing attention from enterprises. rednote has become an influential community marketing platform with its “seed-planting” model. Based on the new 4C theory, this study delves into rednote’s “seed-planting” community marketing strategy. It is found that rednote has developed a unique marketing model by constructing symbolic scenarios, delivering emotional content, creating community circles, and establishing connections driven by social currency. However, there are existing problems such as scene distortion, value dilution, community segregation, and trust erosion. To achieve paradigm upgrading, it is necessary to build a realness symbol certification system, embed an information entropy balance evaluation model, establish an empowerment mechanism, and promote the transformation to a DAO (Decentralized Autonomous Organization) collaborative production paradigm. This study aims to provide theoretical and practical guidance for rednote and relevant practitioners, helping to enhance marketing effectiveness and promote the healthy development of the industry.