拼多多的精准营销策略与优化研究

Strategy and Optimization of Pinduoduo’s Precision Marketing

随着电子商务快速发展,传统营销模式已经难以维系电子商务企业的发展,因此,精准营销已成为众多企业的首选。拼多多以其目标消费群体精准化、营销形式精准化、产品组合精准化及广告投放精准化的优势,迅速在电商市场获得一席之地。但是,由于其销售的产品存在严重的质量问题,且买家退货退款难,对其品牌形象造成了一定的负面影响,而且在其精准营销过程中存在严重的系统漏洞、推广渠道精准度弱化、营销重心片面化、缺乏可靠的信息系统等问题,也使得拼多多亏损严重。因此,拼多多应优化管理,通过强化营销实施基础、调整营销重心、建立消费者信息数据库分析系统、完善售前售后服务体系、实施互联网RTB广告精准投放等措施,以质量优、价格廉及个性化服务等优势塑造企业的良好形象,在电商行业继续稳步前行。

With the rapid development of e-commerce, traditional marketing mode cannot sustain the development of e-commerce enterprises any longer. Therefore, precision marketing has become the first choice of many enterprises. Pinduoduo quickly won a place in the e-commerce market with its accurate targeting of consumer groups, marketing forms, product mix and advertisement. However, due to the poor quality of the products it sells and the difficulty for buyers to return defective products for a refund, Pinduoduo’s brand image has been seriously affected.Besides, in the process of precision marketing, Pinduoduo has serious system flaws like weakened precision of promotion channels, one-sided marketing focus and unreliable information system.These problems have made Pinduoduo suffer serious losses. The author believes that Pinduoduo should optimize its management. With the advantages of high quality, low price and personalized service and by strengthening the basis of marketing implementation, adjusting its marketing focus,establishing an analysis system of consumer information database, improving the pre-sales and after-sales service system, and implementing Internet RTB precision advertising, Pinduoduo can build a good corporate image and move forward steadily in the e-commerce industry.