Analysis the Special Nodes of E-commerce Platforms Based on the Background of "Double Eleven" Marketing

Abstract

As a result of the recent outbreak, it would appear that the "Double Eleven" shopping festival has entered its mature phase, with consumer behaviors gradually becoming more rationalized and customer enthusiasm gradually decreasing. The purpose of this study was to analyze how Pinduoduo can reform and improve its marketing campaigns in order to better boost the desire of people to buy and move the economy forward in the midst of a slump. This study came to the conclusion that consumers' willingness to buy will be influenced by quality-assured and diverse products, cost-effective prices, easy-to-play and easily accessible offers, and close user relationships. On the other hand, the proliferation of newly emerged content platforms and live e-commerce will further occupy the e-commerce platform market and squeeze users' space. As a consequence of this, the only way to improve a company's reputation and brand image, as well as improve the process of corporate transformation and upgrading, and increase consumer stickiness, is to consistently attract big brands, expand digital operations, and serve a diverse range of consumer wants.