进入21世纪后，中国的网络通信技术日益成熟。截止至2020年3月，我国 的互联网用户数量已经达到9.04亿，并且还有持续增长的趋向。而移动购物成 为越来越多的人的购物首选，不乏各种食品、服装等有形商品以及各种无形服务， 为广大消费者带来了极大的便利。 拼多多平台成立于2015年，于2018年7月份在美国上市，在短短的几年内 乘胜追击与淘宝、京东并肩称为电商三巨头，其独特的“团购+低价”营销策略 在中国电子商务市场中占有重要地位。随着5G时代的到来以及移动支付功能的 日臻完善，电子商务领域的竞争也达到了白炽化，平台的服务营销组合策略需要 进行一系列调整才能更好地适应市场的要求。 论文以拼多多服务平台为研究对象，以服务营销7P’S理论为基础，运用问 卷调查、市场调研等方式，对拼多多服务营销策略存在的主要问题进行了描述性 研究：商品质量不高、价格较低、销售渠道单一、促销信任度有待提高、商家人 员管理不力、有形展示力度不足、服务流程效率有待提高。在此基础上对产生问 题的原因进行综合分析，针对性地提出了一系列的改进措施，比如：提升产品质 量、增加附加价值、开拓线下渠道，重视软文营销、完善规章制度、开通货到付 款、建立快速响应机制等。论文的研究成果不仅对拼多多平台提高服务水平有实 际的指导意义，对整个电子商务服务营销也有一定的借鉴意义。 关键词：拼多多；移动电子商务；服务营销组合策略 河南财经政法大学硕士学位论文 II Abstract Afterenteringthe21stcentury,China'snetworkcommunicationtechnologyhas becomeincreasinglymature.ByMarch2020,thenumberofInternetusersinChina hasreached904million,andtherewillbeatrendofcontinuousgrowth.Mobile shoppinghasbecomethefirstchoiceformoreandmorepeople.Therearemany tangiblegoodssuchasfood,clothingandvariousintangibleservices,whichbrings greatconveniencetothemajorityofconsumers. Pinduoduowasfoundedin2015,andwaslistedintheUnitedStatesinJuly2018. Inafewshortyears,Pinduoduohasbeencalledthethreee-commercegiantswith TaobaoandJingdong.Itsuniquemarketingstrategyandmarketpositioningof "collage+lowprice"occupyanimportantpositioninChina'se-commercemarket. Withtheadventof5geraandtheimprovementofmobilepaymentfunction,itis necessarytomakeaseriesofadjustmentstotheservicemarketingstrategyof enterprisesinordertobettermeettherequirementsofthemarket. ThispapertakesPinduoduoserviceplatformastheresearchobject,basedonthe 7p'scombinationstrategytheoryofservicemarketing,usesquestionnairesurvey, marketresearchandothermethodstoconductadescriptivestudyonthemain problemsofPinduoduo'sservicemarketingstrategy:lowqualityofgoods,lowprice, singlesaleschannel,promotiontrusttobeimproved,poormanagementofbusiness personnel,visibledisplayTheefficiencyofserviceprocessneedstobeimproved.On thisbasis,thecausesoftheproblemsarecomprehensivelyanalyzed,andaseriesof improvementmeasuresandsuggestionsareputforward,suchasimprovingproduct quality,increasingaddedvalue,developingofflinechannels,payingattentiontosoft textmarketing,improvingrulesandregulations,openingcod,establishingquick responsemechanism,etc.Theresearchresultsofthispapernotonlyhavepractical guidingsignificanceforPinduoduoplatformtoimproveservicelevel,butalsohave certainreferencesignificanceforthewholee-commerceservicemarketing. Keywords:Pinduoduo;Mobilee-commerce;Servicemarketingmix 河南财经政法大学硕士学位论文 III 目录 摘要.............................................................................................................................I ABSTRACT.......................................................................................................................II 1引言...........................................................................................................................1 1.1研究背景与意义.................................................................................................1 1.1.1研究背景.....................................................................................................1 1.1.2研究意义.....................................................................................................2 1.2国内外相关研究综述.........................................................................................3 1.2.1国外相关研究.............................................................................................3 1.2.2国内相关研究.............................................................................................4 1.3研究思路与方法.................................................................................................6 1.3.1研究思路.....................................................................................................6 1.3.2研究方法.....................................................................................................7 2论文研究理论基础.....................................................................................................8 2.1服务营销及其特点.............................................................................................8 2.2STP市场营销战略..............................................................................................9 2.3服务营销7P'S组合策略.................................................................................10 3拼多多服务营销组合策略现状分析.....................................................................13 3.1拼多多服务营销概况.......................................................................................13 3.2拼多多服务营销组合策略研究问卷调查设计与实施...................................16 3.2.1问卷调查设计.........................................................................................16 3.2.2问卷调查实施.........................................................................................17 3.3拼多多服务营销组合策略存在问题..............................................................18 3.3.1产品质量不高.........................................................................................18 3.3.2价格区间较低.........................................................................................19 3.3.3销售渠道相对单一.................................................................................20 3.3.4促销信任度有待提高.............................................................................21 3.3.5商家人员管理不力.................................................................................22 3.3.6有形展示力度不足.................................................................................22 3.3.7服务流程效率有待提高.........................................................................23 河南财经政法大学硕士学位论文 IV 3.4拼多多服务营销组合策略问题原因分析......................................................24 3.4.1缺乏商品审核机制.................................................................................24 3.4.2产品使用者定位价格较低.....................................................................25 3.4.3渠道形式相对单一.................................................................................26 3.4.4过度促销带来的负面影响.....................................................................27 3.4.5商家人员缺乏监管培训.........................................................................27 3.4.6无法享受实体购物体验.........................................................................28 3.4.7服务流程缺乏有效管理.........................................................................28 4拼多多服务营销组合策略改进建议.....................................................................30 4.1产品质量改进..................................................................................................30 4.1.1提升产品质量.........................................................................................31 4.1.2增加产品种类.........................................................................................31 4.1.3塑造品牌形象.........................................................................................31 4.2价格区间改进..................................................................................................32 4.2.1增加附加价值.........................................................................................32 4.2.2鼓励价格补贴......................................................