Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 73 , 19 April 2024
Open
Access | Article
The Analysis of XiaoHongShu’s Marketing Strategy Based on STP Theory under the Internet Era
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Abstract
Competition between China's e-commerce platforms is becoming more and more intense, with many companies trying to enter the market for a share of the pie. As an emerging social platform, XiaoHongShu has already achieved great success in e-commerce and is now one of the most popular social media platforms in China. In this paper, we applied the Segmentation, Targeting, Positioning (STP) theory to analyze the marketing strategy of XiaoHongShu in the Internet era. Our analysis of this platform is about its strategy for market segmentation. It’s clear that this platform has a great understanding of its special market, i.e. female market. Then we examine this platform's precise scanning to find young women as its target consumer. This platform uses its social media advantage to connect its consumers and uses big data to find everyone's needs and hobbies. Last but not least, this paper analyses the market positioning, that is, the content community of XiaoHongShu.
Keywords
social media, media markets, content community
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-319-7
- ISBN (Online)
- 978-1-83558-320-3
- Published Date
- 19 April 2024
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/73/20230623
- Copyright
- 19 April 2024
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited