社交化电商模式下拼多多盈利模式的优化研究

作     者：边媛媛 

作者机构：南京林业大学经济管理学院江苏 南京 

出 版 物：《电子商务评论》 (E-Commerce Letters)

年 卷 期：2025年第14卷第1期

页      面：1293-1301页

学科分类：120202[管理学-企业管理（含：财务管理、市场营销、人力资源管理）] 12[管理学] 0202[经济学-应用经济学] 02[经济学] 1202[管理学-工商管理] 020205[经济学-产业经济学] 

主　　题：盈利模式 电商模式 拼多多 财务评价 非财务评价 

摘      要：经济快速发展的背景下,电子商务横空出世,淘宝和京东经过多年的发展,成为电子商务巨头,在市场逐渐饱和的情况下,拼多多凭借“社交 + 电商的独特模式在市场上占有一席之位,之后凭借自己独特的低价团购优势在市场上快速发展,成功地挤进了电子商务行业前列。但是随着电商模式的发展,电商行业已经不再是一片蓝海,要想长期的发展下去,公司的盈利模式具有关键意义。此文将拼多多企业作为案例研究的目标,从财务的角度展开分析,把拼多多的盈利模式与京东和阿里巴巴进行对比,发现拼多多的盈利模式存在盈利对象不稳定、盈利途径单一、盈利屏障薄弱等缺点,对其提出建设性意见。本文对拼多多盈利模式加以分析,为电商行业的发展给予一定的参考借鉴意义,并且助力拼多多进一步优化自己的盈利模式,以获取更佳的经营成果。Under the background of rapid economic development, e-commerce was born suddenly. Taobao and Jingdong have become e-commerce giants. With the market gradually saturated, Pinduoduo occupies a place in the market with the unique model of “social networking + e-commerce. Later, with its own unique low-price group buying advantage, it developed rapidly in the market and successfully squeezed into the forefront of the e-commerce industry. However, with the development of the e-commerce model, the e-commerce industry is no longer a blue ocean. If you want to develop in the long term, the company’s profit model is of key significance. In this paper, we take Pinduoduo enterprises as the goal of case study, analyze from the financial perspective of finance, compare the profit model of Pinduoduo with Jingdong and Alibaba, and find that the profit model of Pinduoduo has disadvantages, such as unstable profit object, single profit approach and weak profit barrier, and put forward constructive suggestions for it. This paper analyzes the profit model of Pinduoduo, gives certain reference significance for the development of the e-commerce industry, and helps Pinduoduo to further optimize its profit model, so as to obtain better business results.