Research on Marketing Strategy of Social E-commerce Platform Based on 4R Marketing Theory-Taking Pinduoduo as an Example

Abstract

As a representative enterprise of domestic social e-commerce platform, Pinduoduo has successfully opened up a blue ocean with social as its main profit, and in just a few years, it has jumped into the top three e-commerce companies and become the top three e-commerce companies in China alongside JD.COM and Ali. Unique marketing strategy is the key to its success. Therefore, based on 4R marketing theory, this paper makes an in-depth study on Pinduoduo's marketing strategy, aiming at digging the key factors behind its success, providing reference for other social e-commerce platforms and ensuring the stable and sustainable development of the e-commerce industry in the future.