广义虚拟经济时代背景下拼多多商业模式研究

Research on Pinduoduo's Business Model under the Background of Generalized Virtual Economy

广义虚拟经济时代背景下,电子商务企业的蓬勃发展日益改变着人们的生活。经过十几年发展,网络销售已基本形成以淘宝和京东两大互联网巨头占据五分之四市场份额的寡头垄断市场,拼多多作为2015年才正式推出电商品牌,从成立到上市发展速度十分迅速,其商业模式的独特之处十分引人关注。本文结合广义虚拟经济特点,从平台定位、关键资源与能力、利益相关者等七个角度对拼多多的商业模式进行分析并作出客观分析,并对拼多多商业模式进行了评价。

Under the background of generalized virtual economy, the flourishing development of e-commerce enterprises is changing people’s life day by day. After more than ten years of development, online sales have basically formed an oligopoly market in China with Taobao and JingDong, two Internet giants, occupying 4/5 market shares. Pinduoduo did not officially launch the electric commodity brand until 2015. From the establishment to the rapid development of listed, its unique business model is very appealing. Based on the characteristics of generalized virtual economy, this paper analyzes and evaluates Pinduoduo’s business model from seven angles, such like platform positioning, key resources and capabilities, stakeholders and so on. The paper give some remarks on the Pinduoduo’s business model.