Under the paradigm of use and satisfaction, the creation of user requirement and the construction of the ecology semiotic: take the beauty product toning cream as an illustration
Abstract
With the continuous development of mobile Internet technology, social media platform has become one of the important channels of enterprise marketing. Each platform and manufacturers pay more a nd more attention to meet the needs of users, and through certain marketing means, make users produce satisfaction of consumption. As a social e-commerce APP, “Little Red Book” has shown unique advantages and highlights in shaping user scenes and cultivating consumer needs. From the perspective of the theory of “Under the paradigm of use and satisfaction”, this paper takes the marketing promotion of XiaoHongshu in the related brand of “makeup cream” as the starting point, to explore how such a new concept is promoted, how to build scenes and symbols, and what marketing effects are obtained.
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