Analysis Of Pinduoduo Sociale-Commerce Business Model Based On Business Canvas Model

With the fast development of China’s economy and Internet,the scale of China’s e-commerce market is becoming larger and larger.However,due to the reduction of traditional e-commerce dividends,end businesses often have difficulties in survival.Relying on wechat traffic,social e-commerce pinduoduo has successfully made progress in the e-commerce market by adopting the mode of low price group purchase and social sharing,second only to Alibaba and JD.Analyzing the business model of social e-commerce pinduoduo has certain theoretical and practical significance.Using the method of literature analysis,this paper combs the research status of business model,business canvas theory and social e-commerce at home and abroad.Using the case analysis method,this paper summarizes the situation of pinduoduo enterprise from several financial operation indicators,such as enterprise status,social characteristics,debt repayment ability,operation ability,Gmv and annual active users.Taking the nine element model of business model canvas as the theoretical basis,from customer segmentation,value proposition,channel,customer relationship,source of income,core resources,key business From the nine aspects of partners and cost structure,we analyze pinduoduo’s business model with reasonable internal logic to obtain the nine element model of pinduoduo’s business canvas of social e-commerce.Then compare pinduoduo with Taobao and jd.com in terms of basic financial data,business model canvas theory and other business elements,and draw a conclusion that social e-commerce has the characteristics of decentralization,which is more conducive to traffic acquisition than traditional e-commerce;Social e-commerce pinduoduo is under operating pressure due to excessive marketing investment;Social e-commerce pinduoduo C2M supply chain mode realizes the innovation of management resource interface.Using the normative analysis method,it is analyzed that pinduoduo,a social e-commerce company,faces high business pressure,more fake and shoddy products and false marketing.In view of these problems,this paper puts forward some suggestions on reducing marketing expenses,improving product quality and promoting supply side structural reform.Compared with the existing research,the innovation of this paper is that in addition to using the business model canvas model to compare pinduoduo with Taobao and jd.com,it also selects financial data and other elements to make the analysis more comprehensive.