探析电子商务的竞争困境——以拼多多为例

Exploring the Competitive Dilemma of E-Commerce—Taking Pinduoduo as an Example

摘要: 电子商务在网络经济、互联网飞速发展的条件下，运营而生，改变着人们的消费观念。但是电子商务在实践过程中，为了获得更高的利润和占据更多的市场份额，不自觉的陷入竞争困境。本文以拼多多电商平台为例，探究其在价格战、产品同质化、品牌宣传、社会责任等方面陷入竞争困境的原因，分析竞争困境对市场、消费者和入驻商家带来的影响，并提出可行的应对策略。

Abstract: E-commerce has emerged under the conditions of rapid development in the network economy and the Internet, changing people’s consumption concepts. However, in the course of practice, in order to obtain higher profits and occupy more market shares, e-commerce unconsciously falls into the dilemma of competition. This paper takes Pinduoduo e-commerce platform as an example to explore the reasons for its competition difficulties in price war, product homogenization, brand publicity, social responsibility and other aspects, analyzes the impact of competition difficulties on the market, consumers and merchants, and puts forward coping strategies.