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Consumer Psychology Analysis of Sinking Users Based on E-Commerce Platform –Taking Pinduoduo as an Example

机译:基于电子商务平台的下沉用户的消费心理分析-以拼多多为例

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In the commercial field, market subsidence refers to the process of distribution network spreading and promoting from primary and secondary main channels in big cities to secondary branches in townships. The mobile Internet users in the towns and rural areas in China's third, fourth and fifth tier cities account for 52.9 percent of the total number of mobile Internet users, which is a huge user group that was previously ignored by the mainstream Internet market. As a social e-commerce provider, pinduoduo's operation strategy is to expand its vision or focus on towns and villages at or below the third and fourth line, and quickly occupy the market heights of sinking users. This article will make an in-depth analysis on the psychology of sinking users in pursuit of the ultimate cost performance, the psychology of mutual benefit of group pooling, and the psychology of impulsive consumption with strong desire for shopping, and explore how the e-commerce platform can successfully penetrate the sinking market from the consumption psychology of these sinking users.
机译:在商业领域,市场下陷是指分销网络从大城市的一级和二级主渠道向乡镇的二级分支扩散和促进的过程。中国三,四,五线城市城镇和农村的移动互联网用户占移动互联网用户总数的52.9%,这是一个庞大的用户群,以前被主流互联网市场所忽略。作为社交电子商务提供商,拼多多的经营策略是扩大视野或专注于第三和第四条线以下的城镇,迅速占领下沉用户的市场高度。本文将对追求最终成本表现的沉没用户心理,群体共享互利的心理以及强烈渴望购物的冲动消费心理进行深入分析,并探讨电子购物如何电子商务平台可以从这些下沉用户的消费心理中成功渗透到下沉市场。

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