Word-of-mouth Marketing In Community Cross-border E-commerce

In recent years,the background,the electronic commerce industry gradually expanded and great advantages of cross-border trade show based on cross-border electricity generated with the development,has become a new hot spot;at the same time,the business enterprise aim at the heavy community Internet audience,saw their new profit pattern.Community cross-border e-commerce,that is,the integration of community functions and cross-border e-commerce shopping chain of e-commerce platform.Among them,the mobile phone shopping APP Xiaohong book has a high user stickiness by its own heavy community mode.It has quickly occupied the post 85 market through word of mouth marketing,and become a new show of zero advertising user oriented cross border electricity supplier.This paper will take the little red book of APP as an example,combined with the red book,its structure and products as well as some models of consumer behavior,word-of-mouth marketing on the little red book carries on the discussion and analysis,summarize the critical role of word-of-mouth marketing community on cross-border electricity supplier in the consumer decision-making behavior,and on the basis of detailed analysis of the pros and cons of red stele mouth marketing,in order to pass communication,social psychology and marketing management and other multidisciplinary research,on the current market of academic inquiry,and the user traffic realized high conversion rate to provide a reference.