Analysis of The Transformation in Pinduoduo Based on SWOT Model and 4C Marketing Theory

Xinyi Cai; Mengbo Wang; Jiahui Yu

doi:10.54691/bcpbm.v31i.2531

Authors

Xinyi Cai
Mengbo Wang
Jiahui Yu

DOI:

https://doi.org/10.54691/bcpbm.v31i.2531

Keywords:

Pinduoduo; Epidemic; Transformation; SWOT; 4Cs marketing theory.

Abstract

With the rapid development of the Internet in China, the competition in the field of e-commerce is becoming more and more fierce. Under the impact of economic expansion and COVID-19, it is no longer feasible for e-commerce platforms maintain their original competitive strategies. In this context, how to fully grasp the advantages of existing competitive strategies and take advantage of the opportunities brought by the external environment has become an important task for the sustainable development of e-commerce platforms. Under this background, Pinduoduo actively responds to the impact of the epidemic and changes in the economic environment, makes full use of its advantages in the low-end market and unique social marketing strategies, and gradually puts its marketing focus on the investment in agricultural scientific research to adapt to the changes in the e-commerce market and consumer behaviour at the present stage. Guided by the 4C marketing theory, this paper studies consumer habits from the four directions of consumer, cost, convenience and communication. Then the SWOT analysis was applied to study the internal and external environment of Pinduoduo agriculture and community group buying business transformation. The analysis results showed that Pinduoduo has some deficiencies in its transformation. Next, in view of the shortcomings in the transformation, combined with the existing literature and relevant materials, this study put forward optimization suggestions from the four directions of consumer, cost, convenience and communication.

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