拼多多社交电商商业模式价值创造的效果及路径研究

Research on the Effect and Path of Value Creation in Pinduoduo’s Social E-Commerce Business Model

摘要: 社交电商作为数字经济时代的重要商业模式创新，重构了流量获取、商品流通与价值分配的逻辑。拼多多凭借“社交 + 电商”的融合模式实现跨越式发展，其价值创造机制具有典型性与研究价值。本文基于商业模式理论与价值创造理论，从用户、商家、平台三维度分析拼多多价值创造效果，提炼出“社交裂变–流量聚合–供应链赋能–生态协同”的价值创造路径，并结合实证数据与案例揭示其核心逻辑。研究发现，拼多多通过社交关系激活下沉市场潜力，以C2M模式重构供应链效率，依托场景化运营提升用户价值感知，但同时面临商品质量管控与品牌升级的挑战。研究结论可为社交电商行业的可持续发展提供理论参考与实践启示。

Abstract: As an important business model innovation in the era of digital economy, social commerce has restructured the logic of traffic acquisition, commodity circulation, and value distribution. By virtue of the integrated model of “social + e-commerce”, Pinduoduo has achieved leapfrog development, and its value creation mechanism is typical and worthy of research. Based on the Business Model Canvas theory and value creation theory, this paper analyzes the effect of Pinduoduo’s value creation from the three dimensions of users, merchants, and platforms, summarizes the value creation path of “social fission - traffic aggregation - supply chain empowerment - ecological collaboration”, and reveals its core logic by combining empirical data and cases. The study finds that Pinduoduo activates the potential of the sinking market through social relations, restructures supply chain efficiency through the C2M model, and enhances users’ value perception through scenario-based operations. However, it also faces challenges in commodity quality control and brand upgrading. The research conclusions can provide theoretical reference and practical enlightenment for the sustainable development of the social commerce industry.