Research On The Performance Optimization Of Pinduoduo Dislocation Competition Strategy

After fierce market competition,China’s e-commerce market,which emerged at the end of the last century,has been divided by traditional e-commerce platforms such as Alibaba and Jingdong.However,with the upgrading of consumer consumption behavior and the improvement of Internet penetration rate,the relationship between e-commerce platform enterprises and consumers is gradually developing to the community and open.In this process,Pinduoduo,which adopts the dislocation competition strategy,has emerged rapidly.As a representative of the new e-commerce platform,it has formed a three-way competition pattern with Alibaba and Jingdong.This paper selects Pinduoduo as a typical case,takes the dislocation competition strategy as the background,and adopts the performance prism model to analyze its performance from four aspects: merchants,consumers,employees and shareholders.The results show that between2017-2021,the overall performance of Pinduoduo showed an upward trend,especially at the shareholder level.However,at the same time,Pinduoduo also has a number of problems that may affect the further improvement of its performance.For example,there are low feedback rate and response timeliness at the merchant level,declining indicators of consumer satisfaction,and there are problems such as high work pressure and limited promotion space for employees.Therefore,this paper indicates that Pinduoduo needs to improve the service quality and enhance the image of the platform,establish a talent mechanism to motivate employees and optimize the cost structure through moderate marketing,and still needs to expand diversified business and build core competitiveness.Only in this way can we further improve the enterprise performance and stabilize our own industry competitiveness under the dislocation competition strategy.