Research On Customer Acquisition Marketing Model Of E-commerce Platform

With the rapid development of the e-commerce,new e-commerce platform has been developed continuously.Today,Taobao.com and JD.com has attract most top grand brand sellers,so they can monopolize and force sellers bear high cost on online marketing,which make the smaller sellers difficult to do business online.In 2020,the Political Bureau proposed the “dual circulation” concept.To achieve this concept,expand domestic demand and promote innovation are the essential move,which means niche products have to reach consumers.While the growth of online market is slowing-down and the cost of online marketing remain stubbornly high,Pinduoduo Inc developed a new model of online business and reached top two of Chinese ecommerce platform in 2020.Pinduoduo’s consumers has reached 700 million in 6 years.In these years,with the help of the rural revitalization policy,Pinduoduo made a lot of people in rural areas to get novelty products with lower prices,and helped a lot of famers to sell their agricultural products with higher profit,but meanwhile,it also faced some negative comment about the quality of the products.This paper will analyze the new marketing model of Pinduoduo,and make some suggestion for Pinduoduo’s future development,and give some advices to other online market platform about how to gain more user.This paper will use second-hand literature analysis method and case analysis method to do the research.First,start with the entire e-commerce industry,compare the different marketing strategy of Pinduoduo and other online market platform,and review important events in Pinduoduo’s 6-year history.Next,step to the specific case study,which is use the market fractionize theory to analyze the advantage and disadvantage of Pinduoduo,and generate the persona of the ideal user.Then evaluate Pinduoduo’s customer acquisition strategies from 5steps of shopping behavior and 4 factors of marketing,and find out the key points of Pinduoduo’s social fission marketing with the help of the 4 Ps of marketing and video game theory.In the last,this paper will give some advices to Pinduoduo about the negative comment to help Pinduoduo figure out current situation,and offer some suggestions to other companies about customer acquisition strategy.