拼多多与美团网的盈利模式比较分析(附件)【字数：8173】
1一、拼多多与美团企业概况 2（一）拼多多简介 2（二） 美团简介 2二、拼多多盈利模式构成要素分析 3（一）利润源-收入源 3（二）利润点-客户价值 3（三）利润杠杆-相关活动 4（四）利润对象-范围 6（五）利润屏障-能力与持久性 7三、美团网盈利模式构成要素 8（一）利润源-收入源 8（二）利润点-客户价值 8（三）利润杠杆-相关活动 8（四）利润对象-范围 9（五）利润屏障-能力与持久性 10 四、拼多多与美团的盈利模式比较分析 10（一） 拼多多与美团运营模式比较 10（二） 拼多多与美团网络营销策略比较 11（三）拼多多与美团消费群体比较 12（四）拼多多与美团可持续发展的建议 13结论 15致谢 15参考文献 15因互联网的普及加速电子商务的发展,网络团购从2010年至今已成为电子商务领域的主流。随着传统电商获客成本不断提高,线上红利不断被削减,这加大中小商家流量成本,使其经营困难并逐渐退场。这一背景下,通过“社交+电商”为核心模式的拼多多吸引了三四线城的广大消费者和商户资源。截至2020年底，拼多多用户数达7.88亿，成为国内电商第一。拼多多在创立不到6年就初步实现服务中国最广大的目标,值得广大电商平台学习。拼多多能否在斗争激烈的电商中与美团网保持高速发展,这取决于它的盈利模式的有效性和鉴别传统电商与新电商营销策略的差异化。本文采用对比分析法、文献研究法的研究手段。最先整理了拼多多与美团网的企业状况。两个团购网站的盈利模式构成要素作为视角，用运营模式、营销策略等依次对比进行考量做出详细分析。然后对两个团购网站持续发展的问题，提出有效对策。
目录
Abstract
As the popularity of the Internet accelerates the development of ecommerce, online group buying has become the mainstream in the field of ecommerce since 2010. With the continuous increase in customer acquisition costs of traditional ecommerce, online dividends have been continu *好棒文|www.hbsrm.com +Q: ^351916072#
ously reduced, which has increased the traffic cost of small and mediumsized businesses, making it difficult to operate and gradually withdrawing from the market. In this context, Pinduoduo, which uses "social + ecommerce" as its core model, has attracted a large number of consumers and merchant resources in third and fourthtier cities. As of the end of 2020, Pinduoduo had 788 million users, becoming the number one ecommerce company in China. Pinduoduo has initially achieved its goal of serving China in less than 6 years, and it is worth learning from the majority of ecommerce platforms. Whether Pinduoduo can maintain rapid development with Meituan.com in the fiercely struggling ecommerce business depends on the effectiveness of its profit model and the differentiation of traditional ecommerce and new ecommerce marketing strategies.
This article adopts the research methods of comparative analysis method and literature research method. The first to sort out the business status of Pinduoduo and Meituan.com. The components of the profit model of the two groupbuying websites are taken as a perspective, and the operation model and marketing strategy are compared in order to make a detailed analysis. Then put forward effective countermeasures to the problems of the sustainable development of the two group buying websites.
Keywords: ecommerce; groupbuying website; Pinduoduo; Meituan; profit model
拼多多与美团企业概况
（一）拼多多简介
1.公司概括
??? 黄峥在2015年9月创办以C2M的模式的第三方在线社交新电商服务平台——拼多多。消费者可以通过向家人、朋友等，拼团的商品通过分享他人来达成用低价买最好的商品，足以让消费者体会到拼团带来物有所值。
2.发展进程
表 1 拼多多发展进程
（1）初创期
迅速获得群体与用户认同
2015年9月，拼多多正式推出。
2016年7月，拼多多的用户量破1亿美元融资，荣获IDG及腾讯资本。
（2）发展期
成功上市
2016年9月，拼多多公布与“拼好货”合营。
2017年，拼多多活跃用户达到2.45亿，GMV达到1412亿元。
2018年6月，平台用户数突破3亿元。
2018年7月，拼多多股票在美国纳斯达克上市。
（3）转型期
对经营模式全新尝试与调整
2019年2月，拼多多增加补贴5亿元促进“品牌下乡”。
2019年11月，活跃买家数为5.363亿，正式进入“5亿时代”。
2019年11月，拼多多“全球直采+百亿补贴”联手亚马逊战“黑五”。
目录
Abstract
As the popularity of the Internet accelerates the development of ecommerce, online group buying has become the mainstream in the field of ecommerce since 2010. With the continuous increase in customer acquisition costs of traditional ecommerce, online dividends have been continu *好棒文|www.hbsrm.com +Q: ^351916072#
ously reduced, which has increased the traffic cost of small and mediumsized businesses, making it difficult to operate and gradually withdrawing from the market. In this context, Pinduoduo, which uses "social + ecommerce" as its core model, has attracted a large number of consumers and merchant resources in third and fourthtier cities. As of the end of 2020, Pinduoduo had 788 million users, becoming the number one ecommerce company in China. Pinduoduo has initially achieved its goal of serving China in less than 6 years, and it is worth learning from the majority of ecommerce platforms. Whether Pinduoduo can maintain rapid development with Meituan.com in the fiercely struggling ecommerce business depends on the effectiveness of its profit model and the differentiation of traditional ecommerce and new ecommerce marketing strategies.
This article adopts the research methods of comparative analysis method and literature research method. The first to sort out the business status of Pinduoduo and Meituan.com. The components of the profit model of the two groupbuying websites are taken as a perspective, and the operation model and marketing strategy are compared in order to make a detailed analysis. Then put forward effective countermeasures to the problems of the sustainable development of the two group buying websites.
Keywords: ecommerce; groupbuying website; Pinduoduo; Meituan; profit model
拼多多与美团企业概况
（一）拼多多简介
1.公司概括
??? 黄峥在2015年9月创办以C2M的模式的第三方在线社交新电商服务平台——拼多多。消费者可以通过向家人、朋友等，拼团的商品通过分享他人来达成用低价买最好的商品，足以让消费者体会到拼团带来物有所值。
2.发展进程
表 1 拼多多发展进程
（1）初创期
迅速获得群体与用户认同
2015年9月，拼多多正式推出。
2016年7月，拼多多的用户量破1亿美元融资，荣获IDG及腾讯资本。
（2）发展期
成功上市
2016年9月，拼多多公布与“拼好货”合营。
2017年，拼多多活跃用户达到2.45亿，GMV达到1412亿元。
2018年6月，平台用户数突破3亿元。
2018年7月，拼多多股票在美国纳斯达克上市。
（3）转型期
对经营模式全新尝试与调整
2019年2月，拼多多增加补贴5亿元促进“品牌下乡”。
2019年11月，活跃买家数为5.363亿，正式进入“5亿时代”。
2019年11月，拼多多“全球直采+百亿补贴”联手亚马逊战“黑五”。
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