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

Qu Sheng (), Cui Xiaowen (), Shen Yuhan (), Zhu Kaiyue (), Zhu Man (), Ma Zeyun () and Zhou Yunxi ()
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Qu Sheng: Tiaojin Yinghua Experimental School, The northwest corner of the Intersection of Yongyang West Road and Quanfa Road in Wuqing District
Cui Xiaowen: Jinan Tianshan Experimental School
Shen Yuhan: Guanghua Cambridge International School
Zhu Kaiyue: Hangzhou Dipont School of Arts and Science
Zhu Man: Hangzhou Foreign Language School 33F
Ma Zeyun: Jiaxing Senior High School
Zhou Yunxi: Chongqing Yucai Secondary School

A chapter in Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024), 2024, pp 17-31 from Springer

Abstract: 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.

Keywords: China Shanghai Pinduoduo; social e-commerce; marketing; strategy (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-459-4_3

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