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基于SWOT法和层次分析法的跨境电商发展战略研究——以小红书为例.docx

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基于SWOT法和层次分析法的跨境电商发展战略研究——以小红书为例 【Abstract】Asanemergingtrendinthefieldofe-commerce,cross-bordere-commercehasreceivedincreasingattentionandbecomeasignificantcontributiontotheChineseeconomy.SmallRedBook,asoneoftheleadingplatformsinthisfield,hasshownitspotentialtoexpandthemarketshareandenhancethebrandimage.Thispaperaimstoexplorethedevelopmentstrategyofcross-bordere-commercebasedontheSWOTanalysisandAHPmethod,usingSmallRedBookasanexample.Fromtheperspectiveofinternalandexternalenvironment,thestrengths,weaknesses,opportunities,andthreatsofSmallRedBookinthecross-bordere-commercemarketareanalyzed.TheresultsshowthatSmallRedBookhasauniqueadvantageinpersonalization,userengagement,andsocialmediamarketing.However,itstillfaceschallengessuchasplatformoperation,internationallogistics,andthecompetitionwithotherplatforms.Therefore,athree-stagedevelopmentstrategyisproposed,whichincludesimprovingtheplatformoperation,expandingtheoverseaswarehouse,andenhancingbrandpositioning,withafocusoncustomerexperienceandvaluecreation. 【Keywords】Cross-borderE-commerce;SmallRedBook;SWOTAnalysis;AHPmethod;DevelopmentStrategy 1.Introduction Withtheintegrationofglobaleconomyandthedevelopmentofinformationtechnology,cross-bordere-commercehasbecomeanewgrowthpointofthee-commerceindustry,andalsoatrendthatcannotbeignored.AccordingtothedataofiResearch,thesizeofChina'scross-bordere-commercemarketreached9.7trillionyuanin2020,drivenbyfactorssuchasconsumptionupgrading,overseastravelrestrictionsduetotheepidemic,andpreferentialpolicies.Amongthem,thesociale-commerceplatformSmallRedBook,alsoknownasXiaohongshu,hasbecomeoneofthemostinfluentialandinnovativeplayersinthisfield. SmallRedBookstartedasasharingplatformforoverseasshoppingandlifestyleexperience,andhasgraduallydevelopedintoacomprehensivee-commerceplatformwithalargenumberofusers.Itsuniquecharacteristicslieinthecombinationofsocialmedia,e-commerceandcontentmarketing.Byallowinguserstosharetheiroverseastravelandshoppingexperience,itcreatesasenseofauthenticityandtrust,an