Research On Content Community Building Of Social E-commerce Platform From The Perspective Of AISAS Theory

The rapid development of the Internet and the characteristics of information fragmentation have led to the rise of social content apps.Users have gradually changed from the initial information receivers to information publishers,and are keen on sharing their lives and interacting with others online.As a popular social e-commerce platform and lifestyle sharing platform,Xiaohongshu APP determines its own differentiated positioning and development strategy through precise user groups.Meanwhile,it integrates internal and external resources based on AISAS communication theory,forms its own unique content production mechanism,and successfully builds its highly styled content community.In this paper,Xiaohongshu APP,a social e-commerce platform,is selected as the research object.From the perspective of AISAS communication theory,case analysis,questionnaire survey and in-depth interview are adopted to explore how Xiaohongshu APP achieves the construction and optimization of its content community based on the five concrete steps of AISAS model,and the successful experience is summarized to form a reusable methodology.It provides reference value for the development of other social e-commerce platforms or content production platforms.This paper starts with the content community of Xiaohongshu APP,explores the user characteristics of XiaoHongshu APP,the basic composition of the content community and the characteristics of the content community,and makes it clear that the development of XiaoHongshu APP is mainly based on the characteristics of the user group,and explores the advantages of the structure and characteristics of Xiaohongshu APP content community;Secondly,according to the five concrete steps of AISAS theory,it analyzes how Xiaohongshu APP,as a typical representative of social e-commerce platform,integrates resources and forms a complete communication chain in the process of building its content community.Finally,according to the process and experience of Xiaohongshu APP building content community based on AISAS communication theory,the author tries to put forward enlightenment and suggestions for other social e-commerce apps.Based on the above analysis,this paper finds that the key to the successful establishment of Xiaohongshu APP content community is to form a stable content output source through AISAS communication model on the basis of target users,and efficiently integrate resources to complete the content production and communication of each link in AISAS communication model.By integrating ordinary users,brand parties,officials and other content production subjects,expand their content fields,achieve content diversification,and real-time multiple marketing means to realize the continuous optimization and upgrading of the content community.