目 录摘要........................................................................11 绪论.....................................................................31.1 研究意义............................................................31.2 国内外研究现状......................................................31.2.1 国外研究现状......................................................31.2.1 国外研究现状......................................................41.3 研究方法与思路........................................................52 相关概念及理论基础.......................................................52.1.社交化电子商务的概念.................................................52.2 拼多多 4P 4C 理论的运用..............................................63 拼多多模式分析...........................................................83.1 拼多多现状...........................................................83.2 拼多多现行营销策略..................................................83.3 “多多果园”特色营销策略............................................104 拼多多营销存在问题分析..................................................104.1 产品质量问题........................................................104.2 产品价格问题........................................................114.3 产品信誉问题........................................................114.4 平台设计问题........................................................125 完善拼多多营销策略建议..................................................135.1 加强平台监管，提升平台信誉度........................................135.2 实现商品生产可视化，加强产品质量管理................................135.3 精准市场定位，维护好顾客群体........................................135.4 做好市场营销，增强企业口碑..........................................141电子商务营销模式研究———以拼多多个体店铺为例摘要：我国化电子商务市场竞争十分激烈，淘宝、京东两大巨头继续扩大自己的优势，当当、拼多多、云集等电商也想尽办法占领自己的市场份额，与这...
