Exploring the Optimization Path of Pinduoduo Social E-commerce Marketing Strategy in Shanghai, China

DOI

10.2991/978-94-6463-459-4_3How to use a DOI?

Keywords

China Shanghai Pinduoduo; social e-commerce; marketing; strategy

Abstract

Since the formation of China’s e-commerce platform, has undergone two decades of prosperous development, the current e-commerce industry in China has taken shape. In this context, China Shanghai Pinduoduo, an emerging e-commerce brand, has also stood out among many e-commerce platforms, ranking among the top three and in a saturated state, and its unique operating characteristics are also worth studying in the field of social e-commerce. Although the current development momentum of China Shanghai Pinduoduo is good, but since its listing in 2018 has caused extensive and intense discussions inside and outside the field, the industry also has mixed evaluations, many people also put China Shanghai Pinduoduo labeled as “selling fake goods”, and even jokingly referred to it as “and PinXiXi”. and PinXiXi”. Therefore, compared with the rapid growth of Pinduoduo, its potential crisis should not be ignored. Therefore, this paper focuses on the analysis and discussion of its e-commerce marketing strategy with this theme, hoping to provide some inspiration and reference for its further optimization of social platform market and marketing strategy.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Qu Sheng
AU  - Cui Xiaowen
AU  - Shen Yuhan
AU  - Zhu Kaiyue
AU  - Zhu Man
AU  - Ma Zeyun
AU  - Zhou Yunxi
PY  - 2024
DA  - 2024/07/23
TI  - Exploring the Optimization Path of Pinduoduo Social E-commerce Marketing Strategy in Shanghai, China
BT  - Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024)
PB  - Atlantis Press
SP  - 17
EP  - 31
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-459-4_3
DO  - 10.2991/978-94-6463-459-4_3
ID  - Sheng2024
ER  -