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电子商务经营模式分析以拼多多为例.docx
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电子商务经营模式分析以拼多多为例.docx
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I
摘 要
电子商务是一种商业模式,是中国的一个新兴行业,近几年发展迅速,国内
电子商务市场竞争激烈。阿里巴巴和京东一直是国内电子商务的领头企业。拼多
多发展快速逆势崛起,分走了阿里巴巴和京东的一部分市场。近年来,国内外学
者围绕拼多多这一主题的研究成果甚丰,但是拼多多营销模式存在的一些问题有
一定差距。特别是从调查问卷法角度分析更有许多问题值得研究与分析。
本文集中阐述了拼多多的相关概念及内涵,围绕拼多多的运营模式存在的问
题做了相应的分析。剖析了团购购买方式导致的用户群体分布不均等,链接分享
方式上的不妥当导致对新用户不友好等问题,讨论了相对应的对策,就拼多多营
销模式存在的问题提出了个人的看法,分别为均布用户群体分布态势,扩大用户
群体基数等。
全文分四个部分:第一部分是讨论了拼多多营销模式的相关概念和背景,第
二部分是对拼多多的的现状进行了分析,第三部分是讨论拼多多存在的问题,最
后对拼多多的运营模式提出改善建议。
本文主要创新体现在用调查问卷法分析拼多多运营模式所存在的问题。利用
群众对于软件的看法和意见,从而更加直观的放映出拼多多在显示的问题,帮助
软件可以重新观察自己的短板,更清楚地解决本身的问题,如何提升自己的品牌
形象,提升平台的门槛等方法,塑造出良好的品牌形象。
关键词:电子商务;运营模式;拼多多;
II
ABSTRACT
E-commerce is a business model and a new industry in China. It has developed
rapidly in recent years and is still in the development stage. In China, the market is
still not mature, so the competition in the domestic e-commerce market is fierce.
Alibaba and Jingdong have always been the leaders of e-commerce in China. In recent
years, pinduoduo has developed rapidly and rose against the trend, taking part of the
market of Alibaba and Jingdong. As a rising star of e-commerce platform for online
shopping, pinduoduo certainly has a set of operation mode, so it is necessary to study
it to find some reference directions for the development of e-commerce. In recent
years, scholars at home and abroad have made a lot of achievements on the subject of
pinduoduo, but there are some problems in pinduoduo's marketing model. Especially
from the perspective of questionnaire analysis, there are many problems worthy of
study and analysis.
This paper focuses on the concept and connotation of pinduoduo, and analyzes
the existing problems of pinduoduo's operation mode. Group buying leads to uneven
distribution of user groups, improper link sharing leads to unfriendliness to new users,
poor product quality control, poor after-sales service and the most mainstream mode
of helping to bargain are suspected of fraud. This paper analyzes the above problems,
discusses the corresponding countermeasures, and puts forward personal opinions on
the problems existing in pinduoduo's marketing mode, which are the distribution of
user groups, the expansion of user group base, the improvement of product quality
control level and the optimization of after-sales service processing countermeasures,
and the optimization of the algorithm to help bargaining mode to get rid of the
suspicion of fraud.
The paper is divided into four parts: the first part is to discuss the concept and
background of pinduoduo marketing mode, the second part is to analyze the current
situation of pinduoduo, the third part is to discuss the existing problems of pinduoduo,
and finally put forward suggestions for improvement of pinduoduo's operation mode.
The main innovation of this paper is to analyze the problems of pinduoduo's
III
operation mode with the method of questionnaire. By using the opinions and opinions
of the masses on the software, we can more intuitively show the problems of
pinduoduo in the display, help the software to re observe its own short board, more
clearly solve its own problems, how to improve its brand image, enhance the
threshold of the platform and other methods, and create a good brand image.
KEY WORDS: E-commerce;Operating model;Buy-together;
目 录
一、引言 ..................................................1
(一)选题背景及意义 .........................................1
(二)文献综述 ..............................................2
二、拼多多电子商务运营的现状 ..............................2
三、拼多多电子商务运营方式存在的问题 ......................3
(一)拼多多运营方式导致的用户群体分布不均现象 ..................3
(二)APP 推广方式引起的负面效应 ...............................5
(三)产品质量问题 ..........................................6
(四)助力砍价模式存在欺诈嫌疑 ................................8
四、拼多多运营模式改善建议 ................................9
(一)平衡用户群体分布状态....................................9
(二)改善推广方式..........................................10
(三)提升产品质量控制力度与售后服务水平 .......................11
(四)改善助力砍价模式 ......................................11
五、总结 .................................................12
参考文献 .................................................13
致 谢 ..................................................14
附 录 ..................................................15
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