拼多多用户增长策略研究.pdfVIP

拼多多的用户增长策略研究 内 容 摘 要 本文通过简要阐述拼多多企业经营模式的发展背景，运用文献分析法，案 分析法和实地调查法等研究方法探究其用户增长策略的亮点，并对用户增长策略 中存在的问题提出解决方案与对策调整。本文首先列举了拼多多在用户增长方面 获取用户所采取的措施，并通过研究拼多多企业在获取用户方面的不足之处，针 对性提出优化促销规则、引入品牌增强消费者的信任、提高商品品质、重视用户 体验、重视营销方式的创新、获取流量资源、促进用户增长等策略。文章研究结 论对于如何促进电商平台用户增长有着重要的指导意义。 关键词：拼多多；经营模式；亮点；不足；用户增长策略；优化 I Research on the growth strategy of pinduoduo users Abstract This paper briefly describes the development background of pinduoduos business model, uses literature analysis, case analysis and field investigation to explore the highlights of its user growth strategy, and puts forward solutions and Countermeasures for the problems in the user growth strategy. This paper first enumerates the measures taken by pinduoduo to obtain users in terms of user growth, and puts forward strategies such as optimizing promotion rules, introducing brands to enhance consumers trust, improving product quality, attaching importance to user experience, attaching importance to innovation of marketing methods, acquiring traffic resources, and promoting user growth by studying the shortcomings of pinduoduo in terms of user growth 。 The conclusion of this paper has an important guiding significance for how to promote the growth of e-commerce platform users. Key words:Pinduoduo business model highlights deficiencies user growth strategy optimization II 目 录 内 容 摘 要 I AbstractII 一、 绪 论 1 （一）研究背景和意义1 1.研究背景 1 2.研究意义 1 （二）研究内容及方法1 1.研究内容 1 2.研究方法 1 二、 文献综述 2 三、 企业概况 3 （一）拼多多企业概况3 （二）拼多多的目标客户3 （三）拼多