整合营销视角下拼多多“去低端化”品牌传播研究

Research on Pinduoduo’s “De-low-end” Brand Communication from the Perspective of Integrated Marketing

整合营销传播理论的核心思想是将企业进行市场营销相关的一切传播活动一元化,向公众输出统一形象、统一声音、统一概念。拼多多以“多实惠,多乐趣”为品牌核心,在传播策略、营销方式等各个方面努力贯彻这一理念。目前,拼多多已经从原先的粗放式发展转向对自身品牌的“去低端化”打造。

The core idea of the integrated marketing communication theory is to unify all the communication activities related to the enterprise’s marketing, and to output a unified image, a unified voice and a unified concept to the public. Pinduoduo takes “more benefits, more fun” as its brand core, and strives to implement this concept in various aspects such as communication strategies and marketing methods. At present, Pinduoduo has shifted from the original extensive development to the “de-low-end” building of its own brand.