数字经济时代零售企业的营销策略探讨——以拼多多为例

Exploring Marketing Strategies of Retailing Enterprises in the Era of Digital Economy--Taking Pinduoduo as an Example

数字化营销通常是企业数字化转型成功的重要起点,传统企业在数字化转型过程中,往往将数字化营销视为第一战略,数字化营销不仅改变了用户和企业的接触方式,还能重塑产生价值的过程。本文对精准营销策略、创新营销范围、跨界趋势、做好口碑与公关及依托合适的第三方平台五个方面的数字化营销策略进行阐述,并结合数字化营销中的应用典例——新零售模式下拼多多所采用的营销策略进行分析,为我国中小微企业和电商企业的发展提供新思路。

Digital marketing is usually an important starting point for the successful digital transformation of enterprises.Traditional enterprises often regard digital marketing as the first strategy in the process of digital transformation,which not only changes the way users and enterprises engage with each other,but also reshapes the process of generating value.This paper elaborates on five aspects of digital marketing strategies,precision marketing strategies,innovative marketing scope,cross-border trends,good word-of-mouth and public relations,and relying on suitable thirdparty platforms,and analyses the marketing strategies adopted by the new retail model of Pinduoduo,a typical example of application in digital marketing,to provide new paths for the development of small and medium-sized enterprises and e-commerce enterprises in China.