拼多多营销模式研究外文文献翻译2019中英文.docx

拼多多营销模式研究外文文献翻译2019中英文.docx

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外文文献翻译原文及译文

（节选重点翻译）

中文标题：

拼多多营销模式研究

文献出处：

MauriceCohen.TheResearchofPinDuoDuoMarketing

Pattern[J]ElectronicCommerceResearchandApplications,2019，1

（2）:

246-256.

译文字数：

3300多字

原文

TheResearchofPinDuoDuoMarketingPatternMauriceCohen

Abstract

Sociale-commerceisanewe-commercemodelthathasquietlyemergedinrecentyears.PinDuoDuoarerepresentativesofsociale-commerce,fromthegroupoffriendsinthegroup,OfflineStreetadvertisingtothetitleofthevariety,youcanseeitsfigure.FoundedinSeptember2015,itisathird-partysociale-commerceplatformdedicatedtoC2B（CustomertoBusiness）.Inrecentyears,relyingontheextensiveapplicationofnetworktechnology,Tencent'shigh-trafficproductshavelauncheditsinnovative“sociale-commerce”shopping-singlemode,andintheshortthreeyears,itranksamongthetopthreee-commerceplatforms.Theanalysisofthehighlightsanddeficienciesinthemarketingstrategyadoptedbythecompanyhasbeencarriedout,andtheoptimizationmeasuresthatshouldbetakenaresought.

Keywords:

PinDuoDuo,Marketingstrategy,SocialE-commerceIntroduction

PinDuoDuoisathird-partyshoppingplatformwhereuserscanpurchasegoodsatalowerpricebyinitiatingagroupwithfriends,family,neighbors,andthelike.Sincethelaunchofthecompanyin2015,thenumberofusershasexceeded300million,andthemonthlyturnoverhas

exceeded40billionyuan.OnJuly26thisyear,thecompanywasofficiallylistedintheUS,anditsincreasewasover40%onthefirstdayoflisting.Pinduoduodevelopmentinsuchashortperiodofthreeyearsissorapid,itsuniquenewsociale-commercethinkingisindispensable,butitsrapiddevelopment,therearealsomanyshortcomingsinthemarketingmodel.Constantlyrevisedtoseekbetterdevelopment.

InJuly2016,itwonatotalinvestmentof110millionUSdollarsfromtopinvestmentinstitutionssuchasTencent,GaochunCapital,NewTianyuCapitalandIDG.Attheendof2016,theturnoverofasingledayexceeded10millionyuan,andthenumberofpaidusersexceeded20million.Atthattime,thenumberofactiveusersandthenumberoftransactionsthathadbeenputtogetherwerealreadycomparabletothoseofVipshop.Thismeansthatittookmorethanayeartofightandittooktheolde-commercecompanytowalkinthreeorfouryears.OnDecember9,2017,accordingtothelateste-commerceAPPdatareleasedbyCheetah,itisshownthattherearefourmoreLectraTmall,SuningTesco,Vipshop,andJingdong.TheweeklypenetrationrateissecondonlytomobileTaobao.ThesecondplaceofthebusinessAPP.Moreandmoreinthecompetitionofe-commercegiantsgraduallyhaveaplace.

Fightinggrouptoattracttraffic

Whenauserbuysaproductonatraditionalgrouppurchasewebsite（suchasMeituan,Baiduglutinousrice,handlenet,etc.）,thereisnolimit

onthenumberofpeople.Onepersonand100peoplebuythesameprice,andtheconsumerdoesnotknowwhetherthebusinessistrue.Itisthebottomprice.Simplyput,theessenceofthistypeofwebsitegrouppurchaseisalong-termdiscountsale.Thegrouppurchasemethodismuchdifferentfromthegenerale-commercewebsite.Initsplatform,eachproducthasaseparatepurchasepriceandagroupprice.Youcanchoosetobuyagrouptomakeaproductorder.Afterthegrouppaymentissuccessful,youcanobtainaforwardinglinkandinvitefriends.Participatinggroups,membersofthedelegationcanalsosharethegrouppurchaselink,invitemorememberstoparticipateinthedelegation,invitethecorrespondingnumberofpeopletopayforthepurchasewithinthespecifiedtime,andthensuccessfullywaitforthereceipt.Ifthenumberofpeoplefailstoreachthegroup,thesystemwillautomaticallyrefundthepaymentaccount.Inshort,itistousesharingtogetprofit.

Thistypeofgroupingseemstobetterreflecttheconnotationofgroupbuying:

ifthenumberofbuyersreachesacertainnumberofadvantages,theycanpurchasegoodsatamorefavorableprice.Thisalsomeanstheoldsaying:

"Manypeoplearemorepowerful."Intheprocessofgrouping,inordertoreachthenumberofpeopleinthegroup,consumerswillconsciouslyhelpthemerchantstopromoteandformaviralspread.Thiseffectisnotavailableintraditionalgrouppurchases,andthisisthemeaningofthegroup.Inthisscenario,theconsumerisnot

onlytheconsumer,butalsotheretailerofthegroupbehavior,andthegainintheretailbehavioristhepriceconcessionobtainedafterthegroup.Intheprocessofgrouping,thebuyerobtainsthecorrespondinggoodsatalowerprice.Thesellersavesthemarketingexpensesthroughtheself-marketingofthebuyer,andatthesametimereducestheproductionriskthroughthemodeofpre-payment,therebyachievingawin-winsituationbetwe