拼多多营销策略研究.docx

本科论文本科论文摘要拼多多这一电商平台在短短的几年内就跻身进电商平台排名的前几名之内，其比较厉害的地方就在于它独特的营销方式。本篇论文通过研究整个电商行业的现状分析了拼多多所采取的一系列竞争手段，认识到拼多多采取的这一系列的措施的优势和劣势。拼多多的快速崛起，其独特的“拼团”模式实在是值得其他电商机构进行借鉴，但是其劣势越来越明显，也越来成为阻碍其长期发展的困扰，本文也从一定方面得出拼多多长期发展应该采取的一些措施。关键字：拼多多；电商平台；营销模式AbstractPinduoduo,thee-commerceplatforminjustafewyearsintothetopofthee-commerceplatform,itsmorepowerfulplaceisitsuniquemarketingmethods.ThispaperanalyzesaseriesofcompetitivemeansadoptedbyPinduoduobystudyingthepresentsituationofthewholee-commerceindustry,andrecognizestheadvantagesanddisadvantagesofthisseriesofmeasurestakenbyPinduoduo.TherapidriseofPinduoduo,itsunique"group"modelisreallyworthyofothere-commerceinstitutionstolearnfrom,butitsdisadvantagesarebecomingmoreandmoreobvious,butalsobecomeahindrancetoitslong-termdevelopment,thispaperalsofromsomeaspectsofPinduoduoshouldtakesomemeasuresforlong-termdevelopment.Keywords:Pinduoduo;Thee-commerceplatform;Marketingmodel;Analysisofprosandcons目录TOC\o"1-3"\h\uHYPERLINK\l"_Toc21117"前言PAGEREF_Toc211171HYPERLINK\l"_Toc30338"1绪论PAGEREF_Toc303382HYPERLINK\l"_Toc16106"1.1拼多多简介PAGEREF_Toc161062HYPERLINK\l"_Toc15672"1.2拼多多发展历史PAGEREF_Toc156722HYPERLINK\l"_Toc7403"1.3研究意义PAGEREF_Toc74032HYPERLINK\l"_Toc2670"2拼多多的环境分析PAGEREF_Toc26704HYPERLINK\l"_Toc1732"2.1拼多多发展的宏观环境PAGEREF_Toc17324HYPERLINK\l"_Toc17170"2.2行业现状分析PAGEREF_Toc171704HYPERLINK\l"_Toc14945"2.3拼多多发展的微观环境PAGEREF_Toc149455HYPERLINK\l"_Toc20282"2.3.1电商行业发展格局PAGEREF_Toc202825HYPERLINK\l"_Toc25106"2.3.2供应链升级作为长期战略PAGEREF_Toc251065HYPERLINK\l"_Toc12371"3.拼多多的竞争战略PAGEREF_Toc123717HYPERLINK\l"_Toc97"3.1拼多多的定位PAGEREF_Toc977HYPERLINK\l"_Toc12851"3.1.1市场定位PAGER