浅议拼多多利用营销中非价格因素提高产品竞争力.docxVIP

摘要 随着互联网的快速发展，微信，微博等社交方式也逐渐深入人们的生活，遍布在生活的方方面面。而随着互联网浪潮兴起的还有各式各样的电商平台。而在其中拼多多在众多电商平台中脱颖而出，短短几年之间就累积了三亿多用户，过百万卖家，建立起属于自己的“电商王国”，在电商界中堪称“神话”。而拼多多的成功离不开其特有的社会化营销模式，利用微信采取社交拼团大肆攻占市场。而其采用的低价营销策略更是拼多多成功的关键因素。不仅迎合了普通百姓的生活消费需要，也强化了平台的需求聚集能力 ，实现正向循环。但无论是营销模式还是营销策略，拼多多最后的目的都是以低价商品来吸引消费者，聚集流量。在拼多多处于生长期的时候，合乎时宜的商业模式，策略主张给拼多多带来了优势。但是在生长期后拼多多的低价策略的劣势也渐渐显露，也遭受了诸多质疑， 甚至被称为消费降级。那么拼多多应该如何在保持低价主张的同时提高产品竞争力呢？本文就基于以上背景探析拼多多在保持低价策略的同时提出拼多多营销中以非价格因素提高产品竞争力的现状及存在的问题，并针对存在的问题提出合理有效的建议和改进措施。 关键词：拼多多；社会化营销；低价策略；产品竞争力 Shallow discussion spell more use of marketing Non-price factors improve product competitiveness Abstract With the rapid development of the Internet, We Chat, Wei BO and other social networking methods have gradually penetrated into peoples lives and spread in all aspects of life. Along with the rise of the Internet wave, there are a variety of e-commerce platforms. Among them, Pin duo duo stands out among many e-commerce platforms. In just a few years, it has accumulated more than 300 million users and more than one million sellers, and established its own e-commerce kingdom, which is a myth in the e-commerce business. The success of Pin duo duo can not be separated from its unique social marketing model, and the use of We Chat to take the social group wantonly occupy the market. And its low - price marketing strategy is the key to the success of Pin duo duo. It not only caters to the living consumption needs of ordinary people, but also strengthens the demand gathering ability of the platform, realizing a positive cycle. However, no matter in marketing mode or marketing strategy, the ultimate goal of Pin duo duo is to attract consumers with low-price goods and gather traffic. When Pin duo duo was in the growth period, the appropriate business model and strategic proposition brought advantages to Pin duo duo. However, after the growth period, the disadvantages of Pin duo duos low-price strategy have gradually emerged, which has also been questioned by many, and even been called c