基于生态位视角下电子商务平台战略动态演变--以拼多多为例

Dynamic Evolution of E-commerce Platform Strategy From the Perspective of Niche--Taking Pinduoduo as an Example

每一个企业的生存和发展都要依托于其所面对的社会环境,即每一个企业都有适合其发展的生态位。拼多多作为电子商务平台的代表之一,从"农村包围城市,薄利多销"转变为"品牌上行,精准供应"为主的企业战略,使拼多多打破了淘宝、京东两家独大的原有格局,成为中国第二大电商。文中基于生态位理论,从渠道因子、市场位势因子、空间跨度因子及时间跨度因子四个维度探究拼多多战略动态演变的内在机理,为其他电子商务平台转型以及市场的开拓提供相关借鉴。

The survival and development of each enterprise must depend on the social environment it faces,that is,each enterprise has an ecological niche suitable for its development. As one of the representatives of e-commerce platforms,Pinduoduo has changed its corporate strategy to fit in the market,making Pinduoduo become the second largest e-commerce company in China. Based on the niche theory,this article explores the inner mechanism of the dynamic evolution of Pinduoduo from four dimensions: channel factor,market potential factor,space span factor,and time span factor,in order to provide references for the transformation of other e-commerce platforms.