Research On Content Marketing Strategies Of R Social E-commerce Platform Under The Theory Of Value Co-Creation

In the context of social media,content marketing represents a new marketing strategy,and academics have conducted more in-depth analysis from the marketing perspective and communication perspective.However,under the saturation of the traffic dividend,the strategic focus of social e-commerce platforms is gradually shifting from user growth to profitable growth.How to achieve business transformation in the context of multiple relationships such as platforms and users is an important issue in the social e-commerce industry,and content marketing has become a breakthrough point.This thesis applies the core perspective of consumer experience value in value co-creation theory to explore the improvement of content marketing strategies for R social e-commerce platform.Starting from a literature review,this thesis firstly elaborates the connotation of content marketing,sorts out its implementation principles,and identifies its connections and differences with related concepts.Analyzing Philip Kotler’s three aspects of the content marketing implementation process,and taking the user experience value of social e-commerce platforms as the target orientation,under the theoretical guidance of user experience value dimensions,such as entertainment and fun experience value,emotional experience value such as friendship and emotional care,ability enhancement experience value,pleasure experience value,product experience value,shopping experience value,etc.,through random questionnaire surveys and authoritative data report,from three aspects of content production,content dissemination and content marketing effect evaluation and optimization to state the current situation of R social e-commerce platform content marketing,found that R platform has content category lack,single live ecology,cross-border marketing sustainability,unbalanced communication body stratification,communication channel operation,UGC content output guidance is insufficient,e-commerce operation mechanism is not perfect and other problems,after analyzing its reasons,we propose suggestions for improvement from three aspects of content production,content dissemination and content marketing effect evaluation and optimization,with the value goal of satisfying user experience:1.Enriching platform categories and expanding life scenes;adjusting live broadcast ecology to create super IP;continuously exporting cross-border marketing.2.Layering operation of communication subjects;technology-enabled communication channels.3.Improving user participation and experience;improving e-commerce links and promoting demand closure.In addition,in the future,the specific type and specific degree of user experience value influenced by content marketing improvement proposals can be studied in a detailed empirical analysis by point,and the content marketing of social e-commerce platform under the diversified value co-creation system can also be more enriched content marketing theme research.