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拼多多平台化妆品行业的发展现状及对策分析.docx
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拼多多平台化妆品行业的发展现状及对策分析.docx
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很多线上平台也开始争夺了起来。当然拼多多作为中国第三大综合电商平台,
也加入了这场竞争中。所以本文主要通过以下三部分研究拼多多平台化妆品行业
发展的现状和相应的发展对策:
第一部分通过数据分析法研究了拼多多平台的概念界定、发展历程以及发展
现状,然后研究了拼多多平台化妆品行业的流量来源、交易规模、市场竞争格局
以及行业的监管,接着又通过 PEST 分析,分析了拼多多平台化妆品行业发展现
状的政治环境、经济环境、社会环境和技术环境。
第二部分通过问卷调查法,对问卷进行收集和分析并总结,然后对拼多多
平台化妆品行业发展现状进行分析,根据前面的数据分析法和这里的问卷调查法
得出其优势分别是低价+社交的拼团模式、“实时”引流和直播助力+百亿补贴。
劣势分别是产品质量和假货问题、售后物流问题和过度关注三四线,忽略了一二
线城市。
第三部分是针对前面两部分内容总结分析出拼多多平台化妆品行业的发展
对策:通过完善平台监管措施、大力推行“新品牌计划”和“百亿补贴”、树立
“性价比高”的平台形象以及公关对紧急事件及时反映,做好宣传等措施来整顿
低劣产品和假货,提高平台的品牌形象;通过培训具有化妆品专业知识的客服、
提升售后服务以及提升物流服务来提高服务。
关键词:拼多多 化妆品 发展现状 对策
ABSTRACT
With the improvement of living standards, many people are paying more and
more attention to the external. In recent years, cosmetic skin care has become
the norm of many people, so the consumption of cosmetics has also risen shar
ply. For such profitable products, it has become a lot of businesses. Indisputab
le place. With the penetration of online shopping into people's lives over the y
ears, many people are accustomed to online shopping. The development of onli
ne shopping has posed a certain threat to physical stores, and many cosmetics
merchants have begun to look online. For the big pie in the cosmetics industry,
due to the considerable profitability, many online platforms have also begun t
o compete. Of course, Pinduoduo, as China's third largest integrated e-commerc
e platform, has also joined this competition. Therefore, this article mainly studi
es the current situation and corresponding development strategies of the multi-p
latform cosmetic industry through the following three parts:
The first part studied the concept definition, development process and deve
lopment status of Pinduoduo platform through data analysis, then studied the fl
ow source, transaction scale, market competition pattern and industry supervisio
n of Pinduoduo cosmetics industry, and then analyzed it through PEST. The p
olitical environment, economic environment, social environment and technical e
nvironment of the current status of the development of the cosmetic industry i
n Pinduoduo multi-platform are analyzed.
The second part collects, analyzes and summarizes the questionnaire throug
h the questionnaire survey method, and then analyzes the development status o
f the Pinduoduo multi-platform cosmetics industry. According to the previous d
ata analysis method and the questionnaire survey method here, its advantages a
re low price + Social grouping mode, "real-time" drainage and live broadcast a
ssistance + 10 billion subsidies. The disadvantages are product quality and cou
nterfeit issues, after-sales logistics issues and excessive attention to the third an
d fourth tiers, ignoring the first and second tier cities.
The third part is to summarize and analyze the development strategies of
the multi-platform cosmetics industry based on the previous two parts: by impr
oving platform supervision measures, vigorously promoting the "new brand plan
" and "10 billion subsidies", establishing a "high cost-effective" platform image
and Public relations responded to emergencies in a timely manner, and took
measures such as publicity to rectify inferior products and counterfeit goods an
d improve the brand image of the platform; improve service by training custo
mer service with cosmetics expertise, improving after-sales service, and improvi
ng logistics services.
Keywords Pinduoduo, cosmetics, development status quo ,countermeasures
目录
第 1 章 绪论 ............................................................................................................................5
1.1 研究背景和意义 ...............................................................................................................6
1.2 文献综述 ...........................................................................................................................6
1.2.1 国外研究文献综述 ................................................................................................6
1.2.2 国内研究文献综述 ................................................................................................6
1.3 研究内容与研究方法 .......................................................................................................6
1.3.1 研究内容 ................................................................................................................6
1.3.2 研究方法 ................................................................................................................6
1.3.3 拟解决的主要问题 ................................................................................................6
第 2 章 拼多多平台化妆品行业的发展现状分析.........................................................................6
2.1 拼多多平台的发展概述....................................................................................................6
2.1.1 拼多多平台的概念界定.........................................................................................6
2.1.2 拼多多平台的发展历程.........................................................................................6
2.1.3 拼多多平台的发展现状.........................................................................................7
2.2 拼多多平台化妆品行业的发展现状分析........................................................................7
2.2.1 拼多多平台化妆品行业的流量来源.....................................................................7
2.2.2 拼多多平台化妆品行业的交易规模分析.............................................................7
2.2.3 拼多多平台化妆品行业的产品交易结构分析.....................................................7
2.2.4 拼多多平台化妆品行业的市场竞争格局.............................................................7
2.2.5 拼多多平台化妆品行业的监管.............................................................................7
2.3 拼多多平台化妆品行业的 PEST 分析 ..............................................................................7
2.3.1 政治环境分析(P) ..............................................................................................7
2.3.2 经济环境分析(E) ..............................................................................................7
2.3.3 社会环境分析(S)...............................................................................................7
2.3.4 技术环境方面(T) ...........................................................................................7
第 3 章 拼多多平台化妆品行业发展现状分析.............................................................................7
3.1 问卷设计和数据分析 ........................................................................................................7
3.1.1 问卷设计 .................................................................................................................7
3.1.2 数据收集及分析 ....................................................................................................7
3.1.3 问卷小结 ................................................................................................................7
3.2 拼多多平台化妆品行业发展现状的优势........................................................................7
3.2.1 低价+社交的拼团模式 ..........................................................................................7
3.2.2 “实时”引流 .........................................................................................................7
3.2.3 直播助力+百亿补贴 ..............................................................................................7
3.3 拼多多平台化妆品行业发展现状的劣势........................................................................7
3.3.1 产品质量和假货问题 ............................................................................................7
3.3.2 售后物流问题 ........................................................................................................7
3.3.3 过度关注三四线,忽略了一二线城市.................................................................7
第 4 章 拼多多平台化妆品行业发展对策建议.............................................................................7
4.1 整顿低劣产品,提高品牌形象........................................................................................7
4.1.1 完善监管 ................................................................................................................7
4.1.2 大力推行“新品牌计划”和“百亿补贴”..........................................................7
4.1.3 树立“性价比高”的形象.....................................................................................7
4.1.4 做好宣传,反应及时 ..........................................................................................7
4.2 提升服务 ...........................................................................................................................7
4.2.1 培训专业的客服 ....................................................................................................7
4.2.2 提升售后服务 ........................................................................................................7
4.2.3 提升物流服务 ........................................................................................................7
第 5 章 结论 ....................................................................................................................................7
参考文献 ..........................................................................................................................................7
致谢 ..................................................................................................................................................7
附录 ..................................................................................................................................................7
消费者对拼多多平台化妆品的相关看法...............................................................................8
第 1 章 绪 论
1.1 研究背景和意义
随着国内这些年生活水平的提高,居民可支配收入的增长,化妆品行业也以较快
的速度平稳发展。根据 Euromonitor 数据统计结果可知,国内化妆品行业的市场
前景还是很不错的,2011-2015 的年均复合增长率达到了 8.3%,预计到 2020 年
年将达到 4352 亿元。
① 数据来源:Euromonitor 咨询公司 http://www.euromonitor.com/
化妆品行业在我国的快速发展,也推动了化妆品电商的发展,据前瞻产业研究院
《2015—2020 年互联网对中国化妆品零售行业的机遇挑战与应对策略专项咨询
报告》一文显示,电商化妆品销售量在 2009 年是 124.9 亿元,在 2014 年的时候是
975.1 亿元,这 5 年期间销量翻了好几倍。2013 年较 2012 年增长为 192.4 亿元,
同比增长 33.09%;2014 年较 2013 年增长 201.3 亿,同比增长 26.02%。所以化妆
品这一块大饼是各大电商平台都在都在抢的资源。详情见图一:
图 1 电商化妆品交易额(亿元)和同比增长率
数据来源:前瞻产业研究院
图 2 各大电商平台化妆品类目交易情况
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