20.500.12556/RUL-179097 Družabno e-trgovanje na Kitajskem in potrošništvo v digitalni dobi – analiza platforme Xiaohongshu Social Commerce and the Chinese Consumer in the Digital Age: A Case Study of the Xiaohongshu Platform Diplomsko delo obravnava socialno e-trgovanje na Kitajskem in potrošništvo v digitalni dobi skozi analizo platforme Xiaohongshu. Platforma Xiaohongshu združuje elemente zabave in socialnih omrežij z e-trgovanjem. To je ena izmed številnih takšnih platform na Kitajskem, kjer je socialno e-trgovanje že ustaljena oblika e-trgovanja. Osrednje raziskovalno vprašanje diplomskega dela je: Kateri so tisti kulturni in družbeni dejavniki, ki vplivajo na uspešnost platforme Xiaohongshu med milenijskimi potrošniki? Katere njihove potrebe in želje nagovarja ter s kakšnimi metodami? S pomočjo analize strokovne literature, opravljenih analiz poročil svetovalnih podjetij in statističnih podatkov sem kot najpomembnejše dejavnike, ki vplivajo na uspešnost platforme, identificirala: milenijsko generacijo kot gonilo kitajske potrošnje na spletu, pomembnost skupnosti v kitajski družbi ter pomembnost zaupanja v kitajskem potrošništvu. Xiaohongshu potrebe in želje potrošnikov nagovarja s pomočjo treh tržnih strategij: z željo po grajenju skupnosti nagovarja z vzpostavitvijo interaktivnega ustvarjanja vsebin s strani uporabnikov, potrebo po izgradnji zaupanja na spletu nagovarja s strategijo trženja od ust do ust z uporabo vpliva ključnih mnenjskih voditeljev ali 'KOL'. S pomočjo strategije ciljnega pozicioniranja je platforma lahko načrtno zajela potrošniške vzorce milenijske generacije. V diplomsko delo sem vključila tudi vodnik po platformi, ki bo pomagal pri vizualizaciji ugotovitev. The thesis deals with social commerce in China and consumerism in the digital age through the analysis of the Xiaohongshu platform. The Xiaohongshu platform combines elements of entertainment and social networking with e-commerce. It is one of many such platforms in China, where social commerce is already an established form of e-commerce. The central research question of the thesis is: What are the cultural and social factors that influence the success of the Xiaohongshu platform among millennial consumers? What are consumer's needs and desires and how are they addressed by the platform? Through a literature analysis, analysis of consulting companies' reports and statistical reports, I identified the following as the most important factors influencing the platform's success: the millennial generation as a driver of Chinese online consumption, the importance of community in Chinese society and the importance of trust in Chinese consumerism. Xiaohongshu addresses the needs and desires of consumers through three marketing strategies: The desire to build community is addressed by establishing interactive content creation by users, while the need to build trust online is addressed through a word-of-mouth marketing strategy using the influence of key opinion leaders or 'KOL' . With the help of a target-positioning strategy, the platform has been able to systematically capture the consumer patterns of the millennial generation. A platform guide is added to the thesis to help visualize the findings. Xiaohongshu e-trgovanje družabno e-trgovanje kitajski potrošnik spletno nakupovanje Xiaohongshu e-commerce social commerce Chinese consumer online shopping true false false Slovenski jezik Angleški jezik Diplomsko delo/naloga 2026-02-05 09:12:21 2026-02-05 09:12:29 2026-02-12 04:35:17 0000-00-00 00:00:00 2022 0 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 1970-01-01 613436 18328.pdf 18328.pdf 1 CA3D1926A2DAD100BCF2B97EDEB3FBA7 0747ef321722fe07df75d0b2306c27f229a2aebe05b7f7852877154e0fa0cc98 5364f094-026a-11f1-a1ba-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=227231 18329.pdf 18329.pdf 1 7218892E316BA97163974EE1BB7E590D ad94abbe2d0991a1a4972b7a140515cb15e53c7ec12f3b37b1eab6e86c7ddec6 53654bc4-026a-11f1-a1ba-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=227232 Filozofska fakulteta 0 0 0