C2C电商平台的口碑营销策略研究——以闲鱼和拼多多个人卖家的信任机制构建为核心

Research on Word-of-Mouth Marketing Strategies of C2C E-Commerce Platforms—Focusing on the Construction of Trust Mechanisms for Individual Sellers on Xianyu and Pinduoduo

摘要: 在C2C电商生态中，个人卖家与买家之间的信任缺失是制约交易转化与平台发展的关键瓶颈。本文以闲鱼和拼多多两平台的个人卖家为研究对象，聚焦口碑营销在信任机制构建中的作用，从理论与实践双重视角剖析C2C电商平台口碑营销的实施路径、影响因素及信任机制形成逻辑。文章结合传播学、心理学与市场营销学理论，通过对比闲鱼的“闲置社交化”口碑与拼多多个人卖家的“低价 + 社交裂变”口碑模式，提炼C2C场景下口碑营销的有效策略，并为个人卖家与平台方提出信任机制优化的建议，助力C2C电商生态的健康发展。

Abstract: In the C2C e-commerce ecosystem, the lack of trust between individual sellers and buyers constitutes a critical bottleneck restricting transaction conversion and platform development. This paper takes individual sellers on Xianyu and Pinduoduo as research objects, focuses on the role of word-of-mouth marketing in trust mechanism construction, and analyzes the implementation paths, influencing factors, and formation logic of the trust mechanism of word-of-mouth marketing on C2C e-commerce platforms from both theoretical and practical perspectives. Integrating theories from communication studies, psychology, and marketing, the paper compares Xianyu’s “idle socialization” word-of-mouth model with Pinduoduo individual sellers’ “low price + social fission” word-of-mouth model, extracts effective word-of-mouth marketing strategies in C2C scenarios, and puts forward suggestions for individual sellers and platform parties to optimize the trust mechanism, so as to promote the healthy development of the C2C e-commerce ecosystem.