市场营销-基于社交关系链的拼多多品牌营销分析论文VIP专享VIP免费

基于社交关系链的拼多多品牌营销分析【摘要】近年来，随着互联网的快速发展，各大电商平台从各个地区快速崛起。据统计，我国的电商市场早已突破百亿大关。拼多多作为唯一一个从互联网崛起的电商巨头，以“社交+电商”这一强大的策略只花费三年就成功的在中国电商平台占据了一个有利的位置。本文从市场营销视角出发，采取网上问卷调查的方法来分析拼多多的品牌知名度营销模式，进一步的分析拼多多品牌营销的优势和不足之处，并针对其现存问题和发展现状提出发展建议和展望。【关键词】拼多多；营销策略；社交电商；社交关系链Pinduoduo brand marketing analysis based on social relationship chain [Abstract]In recent years, with the rapid development of the Internet, major e-commerce platforms have rapidly emerged from various regions. According to statistics, China's e-commerce market has already exceeded the ten billion mark. As the only e-commerce giant that has emerged from the Internet, Pinduoduo has successfully occupied a favorable position on the Chinese e-commerce platform with a powerful strategy of "social + e-commerce" in only three years. From the perspective of marketing, this article uses an online questionnaire to analyze Pinduoduo's brand awareness marketing model, further analyzes the advantages and disadvantages of Pinduoduo's brand marketing, and puts forward development suggestions and prospects for its existing problems and development status.[Keywords]Pinduoduo; Marketing strategy; Social e-ommerce; The social chain目录1.前言 11.1 研究的背景及意义11.2 研究的内容 11.3 研究的方法 12.相关概念界定及理论概述 32.1 相关概念界定32.1.1 社交化电商的概念32.1.2 品牌营销的概念32.2 相关理论概述32.2.1 品牌定位理论32.2.2 4P 营销理论 33.拼多多品牌营销策略的优势 53.1 低价爆款，拼多多开启“货找人”53.1.1 拼团模式，主打低价爆款 53.1.2“货找人”模式，弱化搜索功能53.2 主攻低线城市，逆消费升级的典型53.3 背靠微信、社交打法实现低成本裂变 63.4 营销手段、功能多元化 73....