A Investigate on Word-of-Mouth Marketing Strategy of
Buy Together
Abstract
Word-of-mouth is the exchange of information between consumers and others. They
communicate non-commercial goods or services of a certain brand. Word-of-mouth can affect the
market expectations. Consumers can share their consumption experience with many other
consumers online or offline. Word-of-mouth is one of the important factors that affect consumers'
choice to purchase products or services. Word-of-mouth marketing is a derivative of
word-of-mouth development. Its essence is to make consumers become the main body of
advertising communication, and satisfy consumers, to make consumers communicate their good
opinion of products and brands, and to tap potential consumers, to increase the number of
consumers, and even to influence consumers' purchasing behavior.
First of all, this article explains the background and significance of the research, and studies
the domestic and foreign literatures. It is concluded that at present, most research is done from the
perspective of marketing strategy, but from the perspective of word of mouth marketing Less
research. Furthermore, in the research of literature research, it is found that the research is
insufficient, and the research content and method of this paper are obtained. Secondly, it focuses
on the status of word-of-mouth marketing of Pinduoduo, and then analyzes the problems of
word-of-mouth marketing through questionnaires. It mainly introduces its current situation from
the status quo of Pinduoduo's development, the development process of Pinduoduo and the
functional module of Pinduoduo homepage. Based on the introduction, the questionnaire design is
carried out from the source, channel, sink and feedback through questionnaire survey. According
to the questionnaire survey: Pinduoduo word-of-mouth marketing has product quality that cannot
be guaranteed, user experience and brand loyalty need to be improved, word-of-mouth marketing
content is not rich, word-of-mouth marketing channels need to be improved, platform content
integration is lacking, and negative word of mouth Problems such as insufficient response
