Research On Business Mode Of Social E-Commerce Platforms-Pinduoduo

With the rapid development of the mobile Internet industry and smart phones,mobile social has become the core usage behavior of Internet users,and the proportion of mobile e-commerce in the scale of online shopping transactions is also increasing.Shopping based on mobile social networks has gradually become a popular trend in society.Mobile social e-commerce,as a deep combination of mobile Internet,social network and e-commerce,represents an emerging way of network consumption,indicating the future development trend of the e-commerce industry.Pinduoduo,the typical representative of social e-commerce established in 2015 has won many financings and is in the leading position in the industry in a short period of time.Studying the business model of Pinduoduo to explore the reasons for its success and potential risks obviously has important implications.With a new e-commerce model centered on the group and sharing,the company has re-opened a blue ocean in the e-commerce industry.Based on the collation and analysis of social e-commerce model,shared economy,platform economy,business model related literature and theory,this paper uses business model element canvas to analyze Pinduoduo's existing business models.Exploring and analyzing the elements of the business model by analyzing the value proposition,core resources,key business,important cooperation,customer segmentation,channel access,customer relationship,cost structure,and revenue source set by the canvas model.And explore the success and potential risks of Pinduoduo.Based on this,the suggestions that can be followed in the development of the social e-commerce platform are proposed,which in turn tries to provide useful reference and enlightenment for the improvement and improvement of business models of Pinduoduo and other social e-commerce companies.