本科论文摘 要时代在不断变化，大众的消费观念和需求也在不断的变化。随着互联网的普及，用户的需求被电商平台深度挖掘，旨在为消费者提供最具性价比的商品。现在越来越多的电子商务平台将注意力转移至下沉市场上，不同于之前大众对于下沉市场的刻板印象，下沉市场正在源源不断地释放出崭新的消费实力。而拼多多能在基本定局的行业形势下脱颖而出,三年时间内累计 4 亿用户,可以说与其市场下沉策略是分不开的。 本文通过探析拼多多的发展方向和发展过程，对拼多多的的市场下沉策略进行研究，重点是从拼多多的营销方式入手，发现拼多多现有市场下沉策略的成功之处，找出存在的问题和不足，并对这些问题提供具有针对性的解决办法，促使其市场下沉策略能够更有效的实施。关键字：拼多多，下沉市场，营销策略本科论文ABSTRACTWith the change of people's consumption concept, the e-commerce platform deeply excavates the user's demand, and provides the best goods for consumers with lower price and better quality. Now more and more e-commerce platforms have turned their eyes to the sinking market, unlike the previous public stereotype of the sinking market, the sinking market is constantly releasing new consumer power. And Pinduoduo can stand out in the basic situation of the industry, three years accumulated 400 million users, just half a year into the world's top 500, can be said to be inseparable from the market sinking strategy. By analyzing the development direction and process of pinduoduo, this paper studies pinduoduo's market sinking strategy, focusing on the marketing method of pinduoduo, finds out the success of pinduoduo's existing market sinking strategy, finds out the existing problems and shortcomings, and provides targeted solutions to these problems, so that its market sinking strategy can be implemented more effectively.Key words: Pinduoduo ,Sinking market ,Marketing strategy 本科论文目 录前 言.............................................................
