文献类型：期刊文献

中文题名：基于PEST分析的社交电商平台研究——以小红书为例

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

作者：孟凌榕[1];崔婧[1]

第一作者：孟凌榕

机构：[1]北京联合大学管理学院,北京100101

第一机构：北京联合大学管理学院

年份：2020

卷号：39

期号：35

起止页码：41-42

中文期刊名：价值工程

外文期刊名：Value Engineering

语种：中文

中文关键词：网络社交;电商;口碑营销

外文关键词：social networking;e-commerce;word-of-mouth marketing

摘要：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.