拼多多低价营销策略研究 上

本科论文摘 要电子商务目前正处于快速发展的时代，而拼多多作为电子商务的典型代表之一，在四年多的时间里,达到了4亿的活跃用户量，目前稳居电商平台前三。拼多多立足于当前市场环境和发展，抓住了消费者的需求，并对消费者进行有效市场细分的基础之上，实行”农村包围城市“的策略，打破以往电商传统的格局，转而采用的目前鲜有的C2B商业模式。本文将对于拼多多低价营销的策略和实施过程，以及通过对拼多多的成功进行分析总结出来拼多多的成功的各种因素。当然，拼多多的成功也不仅仅是依靠低价，同时还包括拼多多紧跟外部环境进行变化以及把握消费者的消费心理和拼多多整体的战略目标多种重要因素。 关键词：拼多多，电子商务，低价营销，社交电商本科论文Abstract E-commerce is the era of vigorous development. As one of the typical representatives of e-commerce, Pinduoduo has reached 400 million active users in more than four years, and now it ranks in the top three e-commerce platforms. Pinduoduo has grasped the fundamental needs of consumers. On the basis of effective segmentation of consumers, pinduoduo has implemented the strategy of "encircling the city from the countryside", focusing on the new C2B mode and breaking the traditional pattern. This paper will analyze the implementation process and success factors of pinduoduo's low price marketing strategy, and get the success factors of pinduoduo. Of course, the success of pinduoduo not only depends on the low price, but also includes the overall strategic goal of pinduoduo, the change following the external environment and the importance of grasping the consumer psychology. For the success of pinduoduo, we should be good at market segmentation and not slack any market, dare to meet the long tail market. Key words: Pinduoduo, E-commerce, Low price marketing, Social E-commerce 本科论文目 录前 言.....................................................................11 绪论.........................