随着社会日新月异的发展，我国经济发展和人民生活水平都有了质的提高。在这种 大环境下，社交化电子商务作为一种新兴的电子商务模式应运而生，它不同于传统的电 子商务模式，社交化电子商务融合了社交和电子商务的双重优点，在短短几年内迅速发 展，成为电子商务市场上的一支突起的异军。2016 年商务部、中央网信办、发改委联合 发布《电子商务“十三五”发展规划》,明确提出鼓励社交化电子商务的发展，这一规 划的提出，推动了社交化电子商务的发展，扩宽了电子商务市场的规模，使得许多企业 打破原有的商业模式，向着更符合市场环境的营销模式转型。在这样的背景下，本文研 究了社交化电子商务营销过程中存在的问题及对策，以拼多多为案例，选题取自于现实 案例，提出的研究成果对于我国社交化电子商务的发展具有一定实践指导作用。 本文采用案例分析法、问卷调查法等研究方法，首先对研究的背景及意义、研究思 路与方法进行了阐述。在对社交化电子商务和网络营销的研究基础上，对社交化电子商 务市场现状进行了分析，对案例拼多多的发展和现行营销策略进行了介绍，设计并发放 拼多多市场调查问卷，问卷的内容主要分为三个部分，（1）客户基本情况调查；（2） 拼多多市场满意度调查；（3）拼多多存在问题调查。 在问卷得出的数据基础上结合 4P 及 4C 理论，发现并总结出案例拼多多营销中存在的问题，产品问题、信誉问题、服务 问题，针对这些问题进行详尽分析并提出解决措施，建立以需求为导向的产品策略、提 升企业形象策略、以消费者为导向的服务策略。最后，本文试图从案例拼多多的发展道 路为我国社交化电子商务营销的发展提出启示。 本文根据分析案例拼多多营销中的优势分别从社交化电子商务发展需要经历的成 长期、成熟期为社交化电子商务提出了建议。在社交化电子商务成长初期，应该借助于 不同于其他竞争对手的特色化打造强势的品牌形象，开展自己独特的营销模式，在成熟 阶段可以把“薄利多销”作为主要的经营模式，同时在成长到一定阶段的时候需要考虑 电商的转型升级，并且顺应时代的潮流把握好机遇和时机。根据案例拼多多的劣势为社 交化电子商务的发展提出建议，建立健全监管体制、优化产品策略，满足以顾客为中心II 的需求。本文结合了理论和实践，研究出的结果为社交化电子商务在激烈的竞争市场中， 提供了理论指导和实际运行思路。 关键字，社交化电子商务，营销策略，拼多多III ABSTRACT With the rapid development of society, China's economic development and people's living standards have improved qualitatively. In this environment, as a new e-commerce model, social e-commerce emerges as the times require. It is different from the traditional e-commerce model. Social e-commerce combines the dual advantages of social and e-commerce, and develops rapidly in a few years. It has become a prominent foreign force in the e-commerce market. In order to speed up the development of social e-commerce in China, the Ministry of Commerce, the Central Network Information Office and the Development and Reform Commission jointly issued the Thirteenth Five-Year Development Plan of E-commerce in 2016, which clearly proposed encouraging the development of social e-commerce. The proposal of this plan not only enlarges the scale of e-commerce market, but also makes many enterprises break the original business model and transform to a marketing model more in line with the market environment. In this context, this paper studies the problems and Countermeasures in the process of social e-commerce marketing. Taking the case of more than one as an example, the topic is selected from the actual case. The research results put forward have a certain practical role in the development of social e-commerce in China. In this paper, case analysis, questionnaire survey and other research methods are used. Firstly, the research background, research content, research ideas and methods are introduced. Based on the research of social e-commerce and network marketing, this paper analyses the current market situation of social e-commerce, introduces the development of multi-case and current marketing strategies, designs and distributes multi-market questionnaire. The content of the questionnaire is divided into three parts: (1) customer survey; (2) market satisfaction survey; (3) problem survey. Based on the data obtained from the questionnaire and the 4P and 4C theories, we find and summarize the problems existing in the case-based multi-marketing: product problems, reputation problems, service problems. In view of these problems, this paper makes a detailed analysis and puts forward solutions: establishing demand-oriented product strategy, enhancing corporate image strategy and consumer-oriented service strategy. Finally, this paper tries to give some enlightenment to the development of social e-commerce marketing in China from the developmentIV path of more cases. Based on the analysis of the advantages of multi-marketing, this paper puts forward some suggestions for the development of social e-commerce from the growth and maturity stages of social e-commerce. In the initial stage of the growth of social e-commerce, we should build a strong brand image with the help of the characteristics different from other competitors and develop our own unique marketing model. In the mature stage, we can regard small profits and more sales as the main business model. At the same time, when we grow to a certain stage, we need to consider the transformation and upgrading of e-commerce, and grasp the opportunities in accordance with the trend of the times. And timing. Suggestions for the development of social e-commerce are put forward according to the disadvantage of many cases: establishing and perfecting supervision system, optimizing product strategies, and meeting customer-centered needs. This paper combines theory and practice, and the results provide theoretical guidance and practical operation ideas for social e-commerce in the fierce competitive market. KEYWORDS:Social E-commerce , marketing strategy , pinduoduoV 目 录 摘要...................................................................................................................................I ABSTRACT....................................................................................................................III 1 绪 论...............................................................................................................................1 1.1 研究背景与研究意义..............................................................................................1 1.1.1 研究背景...........................................................................................................1 1.1.2 研究意义...........................................................................................................2 1.2 研究内容..................................................................................................................2 1.3 研究思路与方法......................................................................................................4 1.3.1 研究思路...........................................................................................................4 1.3.2 研究方法...........................................................................................................4 2 相关概念及理论基础.....................................................................................................5 2.1 社交化电子商务研究..............................................................................................5 2.1.1 社交化电子商务的概念...................................................................................5 2.1.2 社交化电子商务的特点...................................................................................5 2.1.3 社交化电子商务文献综述..............................................................................6 2.2 网络营销研究..........................................................................................................7 2.2.1 网络营销概念...................................................................................................7 2.2.2 网络营销特征..................................................................................................8 2.2.3 网络营销文献综述..........................................................................................8 2.3 文献总评......................................................