社交电子商务平台的流量营销策略与版权保护研究
A Study on Traffic Marketing Strategies and Copyright Protection of Social E-Commerce Platforms

随着公域流量的红利逐渐失去对强势资本的吸引力，基于用户大脑神经活动得出的个人偏好视角的私域流量，正在成为资本市场解决流量困境和投资趋势的关键要素。在这种商业模式中，基于算法的信息采集技术将成为实现这种基于个人偏好的推送方式的技术基础。笔者以小红书基于个人偏好的流量创收平台为研究对象，从舒尔茨4R理论的营销社会化、平台差异化、互动私有化和盈利可持续化四个方面对其核心策略进行补充，为未来社交电商平台实现社会化营销提供参考。同时，用户发布内容的版权保护成为该模式流量维护的关键动力，因此平台应利用过滤技术保护用户发布的个人内容，提高该商业模式的可持续性。
As the dividend of public domain traffic gradually loses its attraction to strong capital, private domain traffic based on personal preference perspectives derived from the neural activity of users' brains is becoming a key element in the capital market to solve traffic dilemmas and investment trends. In this business model, algorithm-based information collection technology will become the technical basis for realising this personal preference-based push method. The author takes Xiaohongshu’s personal preference-based traffic generation platform as the research object, and complements its core strategy from the four aspects of Schulz’s 4R theory, namely, marketing socialisation, platform differentiation, interaction privatisation and profitability sustainability, so as to provide a reference for the future social e-commerce platform to realise social marketing. Meanwhile, the copyright protection of user-posted content becomes a key driver for the maintenance of traffic in this model, so platforms should utilise filtering technology to protect the personal content posted by users and improve the sustainability of this business model.