消费主义下拼多多品牌年轻化发展路径

Analysis on the Younger Development Path of Pinduoduo Brand under the Prevalence of Consumerism

随着数字化的快速发展,电商行业得到了高速飞涨,人们的消费理念也在不断转变,当前淘宝、拼多多、京东是我国三大领头羊,拼多多更是在6年内成为了电商的领军者之一。但是,不同于淘宝的全国范围覆盖、京东的高端人群覆盖,拼多多覆盖的范围主要集中在三、四线城市中消费力度不强的群体,这也使得拼多多在一、二线年轻人心目中的印象基本都是负面的,而且因为拼多多主打三、四线城市,导致品牌印象同样给人"土味"的感觉,因此为了改变这一形象,本文通过问卷调查与访谈法,并结合SWOT分析模型,分析拼多多的利与弊,并提出相对应的策略来改变拼多多的负面印象,使品牌年轻化。

Pinduoduo coverage is mainly focused on groups with low consumption in third and fourth tier cit⁃ies,which also makes Pinduoduo impression in the minds of first and second tier young people.Basically,they are more negative,and the brand impression also gives people a sense of“old-fashioned”.Therefore,in order to change this image,this article uses questionnaire surveys and interviews,combined with SWOT analy⁃sis models.Analyze the pros and cons of Pinduoduo,to change the negative impression of Pinduoduo and make the brand younger.