Abstract
As a representative enterprise of domestic social e-commerce platform, Pinduoduo has successfully opened up a blue ocean with social as its main profit, and in just a few years, it has jumped into the top three e-commerce companies and become the top three e-commerce companies in China alongside JD.COM and Ali. Unique marketing strategy is the key to its success. Therefore, based on 4R marketing theory, this paper makes an in-depth study on Pinduoduo's marketing strategy, aiming at digging the key factors behind its success, providing reference for other social e-commerce platforms and ensuring the stable and sustainable development of the e-commerce industry in the future.
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