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

Jiadai Zhong (), Jiaxun Zhong, Rui Guo and Congdi Yan
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Jiadai Zhong: Chinese Inrternational School
Jiaxun Zhong: Chinese Inrternational School
Rui Guo: North Cross School Shanghai
Congdi Yan: Zibo No. 11 Middle School

A chapter in Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023), 2024, pp 530-536 from Springer

Abstract: 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.

Keywords: market strategy; 4P theory; content platform; two-sided platform (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-246-0_64

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DOI: 10.2991/978-94-6463-246-0_64

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