本科论文摘要近年来，在各种国家互联网+工程的大力促使下，移动互联网更是在这种积极土壤中茁壮成长，在这群电子商务先锋中，不得不提拼多多这一令人意想不到的“黑马”，这一电商平台借力互联网、大数据和微信平台所具备的超高流量、“精准扶贫”和“三农”等一系列国家政策以及极具创新性的“社交+拼购”模式和C2B模式受到了众多互联网用户的青睐，如果说电子商务带来了全新的生活方式，那么拼多多便是这电子商务世界的传奇。三年，就成为第三大电商平台，在其之前也仅有淘宝和京东能与之相提评论。就是这样一个传奇，更加能够体现出拼多多平台营销策略的重要价值。对于中国电子商务来说，想要迅速在电子商务界赢得成功，就应该积极研究并借鉴拼多多这一电子商务平台的成功秘诀。本篇论文从市场营销的视角出发，剖析并归结了拼多多电商平台的营销策略，发现其成功之处，从而进一步促进我国电子商务的快速发展。关键词：营销策略，社交+拼购，C2B模式，长尾理论本科论文AbstractInrecentyears,withthevigorouspromotionofInternet+projectsinvariouscountries,mobileInternethasthrivedinthispositivesoil.Amongthisgroupofe-commercepioneers,wehavetomentiontheunexpected"blackhorse"",Thise-commerceplatformleveragestheInternet,bigdataandWeChatplatform'sultra-hightraffic,"precisionpovertyalleviation"and"Sannong"andaseriesofnationalpolicies,aswellasaninnovative"social+jointpurchase"modelAndtheC2BmodelhasbeenfavoredbymanyInternetusers.Ife-commercebringsanewlifestyle,thenPinduoduoisalegendinthise-commerceworld.Inthreeyears,ithasbecomethethird-largeste-commerceplatform,andbeforeitwasonlyTaobaoandJD.comcancommentonit.ItissuchalegendthatcanbetterreflecttheimportantvalueofPinduoduoplatformmarketingstrategy.Fore-commerceinChina,ifyouwanttoquicklysucceedinthee-commerceindustry,youshouldactivelystudyandlearnfromthesuccesssecretofPinduoduo,ane-commerceplatform.Fromtheperspectiveofmarketing,thispaperanalyzesandconcludesthemarketingstrategyofPinduoduoe-commerceplatform,andfindsitssuccess,soastofurtherpromotetherapiddevelopmentofe-commerceinChina.Keywords:Marketingstrategy,Social+shopping,C2Bmodel,Longtailtheory本科论文目录前言.....................................................................11绪论.....................................................................11.1研究背景.............................................................11.2研究意义.............................................................11.3研究方法与研究内容...................................................11.3.1研究方法.........................................................11.3.2研究内容.........................................................21.4研究的创新与不足之处.................................................21.4.1研究的创新之处...................................................21.4.2研究的不足之处...................................................22相关理论概述.............................................................32.1社交电子商务.........................................................32.2“C2B模式”..........................................................32.3长尾理论.............................................................33拼多多电商平台营销环境...................................................43.1拼多多电商平台简介...................................................43.2拼多多电商营销环境分析...............................................43.2.1宏观环境分析.....................................................43.2.2微观环境分析..................................................
