Operation Strategy Analysis of E-commerce Platform Taking PDD as Analysis Case

Abstract

With the development of Internet and information technology, more and more people prefer to purchase merchandise online through e-commerce platforms rather than offline stores. And this change causes an increasing number of enterprises focus on online e-commerce platforms. With the number of e-commerce platforms grows, the competition between e-commerce platforms become fierce. It is a good question that how the e-commerce platform stands out from many competitors. This paper studies the e-commerce operation strategy through user analysis, business model and product analysis according to specific examples which are popular E-commerce platforms in China called Taobao and PDD via methods of case analysis and comparative analysis in different three periods and the main analysis object is PDD. Combine with the research results, even though PDD faces the competitive environment, PDD adjusts its strategy in time in order to become more competitive in different periods. Correct strategic positioning to meet the needs of consumers and differentiated from other competitors are methods of long-term existence and development.