拼多多营销模式的现状及前景分析

广东东软学院本科毕业设计（论文） （拼多多营销模式的现状及前景分析） （ Analysis on the current situation and Prospect of pinduoduo's marketing mode ） 摘要作为时代迅速发展的必然产物，拼多多是一个饱受批评但是依然得到发展并获得成功的企业。目前，国内著名的电商主要是淘宝和京东，这两个企业用了十多年的时间打拼努力才在激烈竞争中取得一席之地。而拼多多仅用了还不到四年的时间，就跻身进入国内前三电商平台，拼多多成立之初，就已经制定了独特的营销战略，将团购作为闪光点，通过大规模经济获得低价，运用的是薄利多销的策略。随着企业发展，后期的拼多多改变了经营决策，站在巨⼈的肩膀上制定决策，为吸引更多的消费者在成本方面尽量压低。此次研究将通过分析拼多多的营销模式和发展的现状来发现存在的一些问题，再针对这些存在的问题进行分析，探讨并提出相应的解决措施。建立以需求为导向的产品策略、提升企业形象策略、以消费者为导向的服务策略。这些优化策略为拼多多成功转型提供意见的同时为我国电子商务营销的发展也提出了启示。广东东软学院本科毕业设计（论文）关键词：拼多多 营销模式 电子商务AbstractAs an inevitable product of the rapid development of the times, pinduoduo is a critical but still developing and successful enterprise. At present, the famous e-commerce in China is mainly Taobao and Jingdong. It took more than ten years for these two enterprises to work hard to get a place in the fierce competition. In less than four years, pinduoduo has become one of the top three e-commerce platforms in China. At the beginning of its establishment, pinduoduo has formulated a unique marketing strategy, which takes group buying as a flash point, obtains low prices through large-scale economy, and uses the strategy of small profits and high sales. With the development of the enterprise, pinduoduo changed its business decision-making in the later period, making 广东东软学院本科毕业设计（论文）decisions on the shoulder of the giant, in order to attract more consumers to ...