E-commerce Management in the Era of Big Data--Taking Pinduoduo as an Example

With the continuous integration and development of big data technology and e-commerce technology, it is also necessary to use big data technology in e-commerce management. This paper firstly describes the impact of big data on e-commerce management at the present stage, and then analyzes the strategic risk of Pinduoduo enterprise by taking Pinduoduo, an emerging "social e-commerce platform", as an example. Then it analyzes the strategic risk of Pinduoduo, finds out the type of strategic competition of Pinduoduo, and analyzes the current problems of Pinduoduo and the countermeasures to solve them.

The current era is not only an era of e-commerce, but also an era of big data, in the era of big data, the traditional way of thinking, resource allocation and marketing model will undergo a new transformation, the revolution of information technology has been formed to the Internet cloud constitutes a network platform environment, big data constitutes a new type of factors of production, so it affects a lot of electronic enterprises have been Utilizing big data technology to ensure the operation and management of enterprises. Big data technology plays a huge role in e-commerce management, because the access to data allows e-commerce enterprises to have more information to analyze in order to get a favorable strategic position in the market competition.

Big data technology has a profound impact on the management of e-commerce enterprises, and has a huge impact on many aspects of e-commerce management, such as decision makers, decision-making models, decision-making data, and decision-making technology.

Using big data technology, e-commerce enterprises can collect and analyze more comprehensive and complete data, and get more reasonable decision-making compared with the traditional mode, which is convenient for e-commerce management. At the same time, big data technology for the enterprise's e-commerce management mode, is a huge innovation, big data technology greatly improves the degree of intelligence of the enterprise, through the data analysis, so that e-commerce enterprise management decision makers realize the significance and value of big data.

So we should add the idea of big data to the idea of traditional e-commerce management to better manage e-commerce enterprises. The following article takes Pinduoduo enterprise as an example to analyze the e-commerce management in the era of big data, analyzes the type of strategic competition of Pinduoduo, as well as the current problems, and puts forward better solutions to the problems.

Using the internal factor evaluation matrix to analyze the strategic position of Pinduoduo enterprise in the future development. First identify the factors of strengths or weaknesses that exist within Poundland Enterprises. , then attaching weights to each factor, followed by scoring each factor, and finally performing mathematical calculations to get the total weighted score of Poundland Enterprises.

Strengths: 1. Low price of the product.

2. Accurate market positioning.

3. Adopting the new operation mode of "grouping and price cutting".

4. The use of big data technology makes it easy for customers to find and buy products.

5. Pinduoduo managers make the right decisions.

The weight of each advantage is 0.2, 0.15, 0.05, 0.05, 0.05.

The rating of each advantage is 4, 4, 3, 3, 3.

Weaknesses: 1. The quality of the products is widely criticized.

2. Problems with brand image.

3. After-sales service quality needs to be improved.

4. Poundland system software needs to be upgraded.

5. The "group, cut price" link has security risks.

The weight of each disadvantage is 0.2, 0.1, 0.1, 0.05, 0.05.

The scores of each disadvantage are 2, 2, 2, 1, 1.

The total weighted score of Pinduoduo is 2.75, which indicates that Pinduoduo is in an advantageous strategic position in comparison with other enterprises. However, according to the analysis of the environment in which Poundland is located, it can be seen that there are still many disadvantageous factors that seriously restrict the development of the whole enterprise.

Since the market positioning of Pinduoduo is in the middle and low income people, Pinduoduo is more easily accepted in the more extensive rural areas, although the number of Pinduoduo's audience market groups is very large, but the disadvantage of taking the low price route is now also gradually revealed. Because in many people's minds the impression of Pinduoduo is poor product quality, fake goods in the platform is widespread, so low-cost low price route, although in line with the target positioning of the low-end market, but in the product quality of the regulation of this piece of difficult to make a strong control.

So this has led to a serious impact on Poundland's brand image. As a result of Pinduoduo's market positioning, many users' impression of Pinduoduo is that "although things are cheap, the quality is not guaranteed". This also affects the Pinduoduo enterprise in the future want to enter the high-end market increased difficulty, in the future Pinduoduo market saturation of low-income people, if you want to enter the middle and high-end market has been divided by several large e-commerce platforms such as taobao, jingdong, etc., but also need to Pinduoduo enterprise e-commerce management team in the future to think of ways, through a series of measures, to set up a positive Pinduoduo brand image.

Two, analyze the type of competitive strategy of Pinduoduo enterprise

Pinduoduo compared to Taobao, its biggest advantage is that the price of products on Pinduoduo is lower than that of Taobao, which not only attracts a large number of low- and middle-income people, but also greatly reduces the cost of Pinduoduo's own business. So compared with other e-commerce platforms such as Taobao and Jingdong, the low price of Pinduoduo's products saves costs for the enterprise and improves the competitive strategy of its own enterprise. In the competitive strategy, Pinduoduo belongs to the total cost leadership strategy. Because the total cost leadership strategy is an effective way to make the total cost needed by the company lower to build a competitive advantage.

At the same time, Pinduoduo as a new e-commerce platform, unlike Taobao, Pinduoduo developed a new social e-commerce thinking that relies on its own unique, and quickly occupied a place in the e-commerce platform. Pinduoduo's social e-commerce thinking, is a new type of e-commerce thinking mode, and Taobao and other e-commerce platforms have obvious differences in the model, so Pinduoduo also belongs to the differentiation of competitive strategy. Differentiated competition strategy refers to the enterprise in terms of products, services, corporate image and other aspects of the obvious difference with competitors.

Three measures to solve the problems of Pinduoduo

(a) Strengthen the internal supervision of the platform, control the quality of the products, and establish a good corporate image.

The management team of Pinduoduo enterprise should crack down on the counterfeit and shoddy products existing on the platform, penalize the merchants selling counterfeit and shoddy products, and even prohibit such merchants from selling goods on Pinduoduo, so as to protect the legitimate rights and interests of consumers.

(ii) Improve the platform's sales, logistics and after-sales systems to enhance customer satisfaction.

Through the Internet information technology, to establish a system to facilitate the purchase of buyers, rights protection, but also need to improve the retrieval system of Pinduoduo platform, to facilitate the browsers to find their favorite products.

(3) The use of big data to analyze the current purchasing behavior of consumers in China, to facilitate the decision-making of managers in the future.

Using big data technology to collect and analyze data to find the current favorite situation of consumers in the middle and high-end e-commerce market, which is convenient for Pinduoduo to enter the middle and high-end market in the future, and lay the foundation for Pinduoduo's future.