Research On The Characteristics And Problems Of Brand Communication Of "Pinduoduo"

Pindudouo rapidly emerged in the e-commerce market.It was established in Shanghai in September 2015.It has harvested more than 400 million users in more than three years and was listed on NASDAQ in the United States on July 26,2018.Pindudouo has shaped the brand communication model through its unique brand culture,and its success has attracted the attention of the industry.Therefore,this article takes Pindudouo brand communication as the research object,and divides it into four parts to systematically study the brand communication activities.The first part analyzes the development process of the brand communication of the company,the several important periods experienced,the initial period,the growth period and the high-speed growth period;the competition and challenges of the entire market environment.The second part combines the development of the Pinduoduo to summarize the characteristics of brand communication.Pinduoduo build a lot of brand positioning,misplaced competition.At the same time,it has invented the "group booking" gameplay,which will make online shopping more temperature and interesting.Then use the powerful traffic of social media WeChat to spread fission through a series of gameplay to attract users.Finally,through the optimization and integration of a large number of brand communication media,the utilization rate of the media is maximized,and the impression of consumers on the fight is deepened.The third part puts forward the problems that Pinduoduo may be faced by the brand communication.The low-end brand image that has been formed for a long time hindered the high-end brand communication;the brand trust crisis caused by online fake rumors and bad reputation and the decline of brand reputation have also become the problems faced by Pindudouo.The fourth part is to propose improvement strategies for the problems faced by Pingduoduo.First,based on the positioning theory,it is suggested that brand repositioning should be carried out in the future development of brand communication,emphasizing the high cost performance of multi-product.Second,based on the theory of marketing public relations,facing the negative image of the brand,integrating the unified voice to actively voice,resolve the brand crisis,and at the same time do a good job in public crisis management.Third,based on the 4R theory,improve the brand experience,create a positive brand image,and work harder to improve the brand reputation.