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The Market Strategy Analysis for the Two-Sided Platform Xiaohongshu and Tiktok as the Case

In: Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)

Author

Listed:
  • Jiadai Zhong

    (Chinese Inrternational School)

  • Jiaxun Zhong

    (Chinese Inrternational School)

  • Rui Guo

    (North Cross School Shanghai)

  • Congdi Yan

    (Zibo No. 11 Middle School)

Abstract

Two-sided platforms are platforms that connect multiple groups simultaneously and benefit from interactions between those groups. Xiaohongshu and Douyin are typical two-sided content platforms. This paper is concerned with the marketing strategies of such content two-sided platforms and uses the 4P model to analyze them in detail from the aspects of product design, pricing, promotion, and channels. Our analysis shows that the core of XiaoHongshu marketing is to encourage users to share content, while the core of Douyin marketing is to make content fun.

Suggested Citation

  • Jiadai Zhong & Jiaxun Zhong & Rui Guo & Congdi Yan, 2024. "The Market Strategy Analysis for the Two-Sided Platform Xiaohongshu and Tiktok as the Case," Advances in Economics, Business and Management Research, in: Shehnaz Tehseen & Mohd Naseem Niaz Ahmad & Rafia Afroz (ed.), Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023), pages 530-536, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-246-0_64
    DOI: 10.2991/978-94-6463-246-0_64
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