“互联网+”背景下的电子商务模式——以拼多多为例

The e-commerce mode under the background of "Internet+"-take Pinduoduo as an example

拼多多是一家专注于C2B拼团的第三方社交电商平台,成立之初就制定了其特有的战略目标,即以团购为吸睛点,通过规模经济获得低价,进而实现薄利多销.在后期的经营决策中,更是善于借助流行态势制定决策,压低成本,通过低价策略吸引大量消费者.本文以"拼多多"为例,通过问卷调查以及SWOT分析充分了解拼多多运行模式,发现拼多多在其发展过程中存在的问题,进而找到营销策略的优化措施,为电子商务平台的发展提供有效的建议.

Pinduoduo is a third-party social e-commerce platform that focuses on C2B,which is to use group buying as the point of attraction,to obtain low prices through economies of scale,and achieve small profits and quick returns.In the later business decisions,Pinduoduo is expert in making decisions with the popular situation,reducing costs and attracting a large number of consumers through low price strategies.Takes Pinduoduo as an example,through the questionnaire survey and SWOT analysis,the paper fully explores the operation mode of Pinduoduo,finds the existing problems during the process of Pinduoduo,and achieves optimization measures of marketing strategy.The research provides effective advice for the development of e-commerce platforms.