Research On Optimization Of Profit Model Of Social E-commerce PDD

Recently,with the emergence of the Internet and smart mobile devices,people’s social interactions have gradually transformed from the original face-to-face approach to online social interactions.Social shopping has become the main way for people to shop daily.In this context,social e-commerce has sprung up in the red sea of e-commerce.As a well-known social e-commerce enterprise in China,PDD sprung up like mushrooms and listed within three years of its establishment,and has now become the largest e-commerce enterprise with the most user scale.Therefore,the profit model of PDD is of great research value.On the basis of combing the relevant theories of profit model and social e-commerce,the development environment and status of social e-commerce platforms were summarized,and then taken PDD,a representative enterprise of social e-commerce,as the research object.After that briefly introduced the general situation of PDD company,based on the five-element theory of profit model,it elaborated on the profit model of PDD from five aspects.Analyzed the profitability of PDD under the current profit model.By means of comparative analysis,the profit model and profitability of PDD and other social e-commerce platforms were compared.Otherwise,PDD’s predicament of profit model were summarized,the causes of the problems were analyzed.Finally corresponding optimization measures were proposed.Through research,it is concluded that the success of PDD’s profit model lies in its precise user positioning and unique customer acquisition channels;however,the platform still has many problems,such as inadequate pre-sale and after-sale service,single source of profit,excessive marketing cost,and lack of obvious core competitiveness.In response to the above problems,the paper puts forward corresponding optimization paths,such as improving management mechanisms,broadening revenue sources,controlling marketing expenses,and strengthening profit barriers,hoping to find a profit model suitable for the healthy development of social e-commerce enterprises,and providing development ideas for the e-commerce industry including PDD.