摘要

随着科技和经济的不断进步，在线购物在人们的日常生活中扮演的角色越来越重要，因此电商行业在经济社会中的地位也逐渐上升。拼多多是近几年电商行业中崛起的新兴企业，成立仅仅6年，便成为了仅次于淘宝和京东的在线购物平台。此外，拼多多只用了三年时间就成功上市了，这一速度十分惊人，可以说是电商行业的奇迹。在成立之初，拼多多充斥着假冒伪劣的产品，被消费者厌恶和拒绝，但是随着拼多多的内部整改，这些问题得到了解决，人们对拼多多的态度也随之转变。
本文首先通过对电商行业的外部环境和内部环境进行分析，探索了拼多多转型成功的原因，主要运用了PEST分析法和波特五力模型分析法，然后运用SWOT策略分析了拼多多的优势和不足，最后基于拼多多转型成功的原因对中国电商行业提出具有建设性的建议。

关键词：拼多多; 转型; 波特五力模型; SWOT分析;电商行业

Contents

Acknowledgments I

Abstract II

摘要 IV

Contents V

1.Introduction 1

2.Research methodology 3

2.1Literature research method 3

2.2Case analysis 4

2.3Comparison analysis 4

3.Literature Review 5

3.1 Review of Domestic Literature 5

3.2 Review of Foreign Literature 8

4.Overview of Pinduoduo's background 11

5.Reasons for the success of Pinduoduo's transformation 12

5.1 Analysis of External Environment Based on PEST Model 13

5.1.1 Political factors 13

5.1.2 Economic factors 15

5.1.3 Social factors 18

5.1.4 Technological factors 20

5.2 Analysis of Internal Environment Based on Porter's Five Forces Model 22

5.2.1 Supplier Power 22

5.2.2 Buyer Power 24

5.2.3 The Competitive Rivalry 25

5.2.4 The threat of substitutes 26

5.2.5 The Threat of New Entry 28

6.Suggestions for China's E-commerce Industry Based on Pinduoduo’s SWOT Analysis 31

6.1 SWOT Analysis of Pingduoduo 31

6.1.1 Strength 31

6.1.2 Weakness 32

6.1.3 Opportunities 33

6.1.4 Threats 34

6.2 Suggestions for E-commerce Industry 35

6.2.1 Gain a good reputation 35

6.2.2 Subdivide the customer group 37

6.2.3 Size the “social +e-commerce” marketing mode 37

6.2.4 Strengthen risk awareness 38

6.2.5 Pay attention to national policies and laws 39

7.Conclusion 39

References 41