基于PEST分析的社交电商平台研究——以小红书为例

Research on Social E-commerce Platform Based on PEST Analysis:Take Xiaohongshu as an Example

互联网的迅速发展改变了传统的消费模式,网购成为了更多人的消费方式,而网络口碑和产品效用也越来越受到消费者的重视。网络社交电商平台,以小红书为例,通过“网络社交+电商”的口碑营销方式,迅速受到年轻人青睐。本文通过对小红书进行PEST分析,具体分析政治、经济、社会和技术对其影响,为我国小红书平台后续的发展改革提供参考。

The rapid development of the Internet has changed the traditional consumption model.Online shopping has become a way of consumption for more people.Consumers are paying more and more attention to the online reputation and product utility.The online social e-commerce platform,taking Xiaohongshu as an example,has quickly become popular among young people through the word-of-mouth marketing method of"online social+e-commerce".Through the PEST analysis of Xiaohongshu,this paper specifically analyzes the influence of politics,economy,society and technology on it,and provides a reference for the subsequent development and reform of Xiaohongshu platform.