The present era is not only the era of e-commerce, but also the era of big data. In the era of big data, the traditional way of thinking, resource allocation and marketing model will all undergo new changes. The information technology revolution has formed the network platform environment of the Internet cloud, and big data has constituted a new factor of production, which has affected many electronic enterprises to use big data technology to ensure the operation and management of enterprises. Big data technology has played a huge role in e-commerce management, because the acquisition of data can give e-commerce enterprises more information to analyze, thus gaining a favorable strategic position in market competition.
Big data technology has a far-reaching impact on the management of e-commerce enterprises, and has a great impact on decision makers, decision models, decision data and decision technology in e-commerce management.
Using big data technology, e-commerce enterprises can collect statistics and analyze more comprehensive and complete data, and get more reasonable decisions than traditional models, which is convenient for e-commerce management of enterprises. At the same time, big data technology is a huge innovation for the e-commerce management mode of enterprises, which greatly improves the intelligence of enterprises. Through data analysis, the management decision makers of e-commerce enterprises realize the significance and value of big data.
Therefore, we should add the idea of big data to the traditional e-commerce management to better manage e-commerce enterprises. Taking enterprises in Pinduoduo as an example, this paper analyzes the e-commerce management in the era of big data, analyzes the types of strategic competition and existing problems in Pinduoduo, and puts forward better solutions to the problems.
Using internal factor evaluation matrix to analyze the strategic position of Pinduoduo enterprises in the future development. First, find out the advantages or disadvantages of Pinduoduo enterprises. , and then attach the weight of each factor, then score each factor, and finally get the weighted total score of Pinduoduo enterprises through mathematical calculation.
Advantages: 1 The price of this product is very low.
2. Accurate market positioning.
3. Adopt a new operation mode of "centralized purchasing and bargaining".
4. Use big data technology to make customers find and buy goods conveniently and quickly.
5. Managers in Pinduoduo make correct decisions.
The weight of each advantage is 0.2, 0. 15, 0.05, 0.05 and 0.05 respectively.
The advantage scores are 4, 4, 3, 3 and 3 respectively.
Disadvantages: 1 The product quality is widely criticized.
2. Brand image problem.
3. The quality of after-sales service needs to be improved.
4. Pinduoduo system software needs to be upgraded.
5. There are security risks in the link of "fighting and bargaining".
The weight of each disadvantage is 0.2, 0. 1, 0. 1, 0.05, 0.05 respectively.
The scores of each disadvantage are 2, 2, 2, 1 and 1 respectively.
Finally, the total weighted score of enterprises in Pinduoduo is 2.75. It shows that Pinduoduo enterprises are in an advantageous strategic position compared with other enterprises. However, according to the analysis of the environment where many products are located, we can see that there are still many disadvantages that seriously restrict the development of the whole enterprise.
Because the market positioning of many products is low-and middle-income people, many products are more easily accepted by the wider countryside. Although there are a large number of audience market groups in Pinduoduo, the disadvantage of taking the low-cost route is gradually emerging. Because in many people's minds, Pinduoduo gives people the impression that the product quality is poor and the platform is flooded with fake goods, so the low-priced and low-priced route conforms to the target positioning of the low-end market, but it is difficult to make a strong control on the supervision of product quality.
Therefore, Pinduoduo's brand image has been seriously affected. Due to the market positioning of Pinduoduo enterprises taking the low-cost route, many users have the impression that "things are cheap, but the quality is not guaranteed" in Pinduoduo. This will also affect the difficulty for Pinduoduo enterprises to enter the middle and high-end market in the future. If they want to enter the mid-to-high-end market divided by several major e-commerce platforms, such as Taobao and JD.COM, they need the e-commerce management team of enterprises with many products to find ways to establish a positive brand image with many products in the future through a series of measures.
Secondly, it analyzes the types of competitive strategies of enterprises in Pinduoduo.
Compared with Taobao, the biggest advantage of Pinduoduo is that the price of products on Pinduoduo is lower than Taobao, which not only attracts a large number of low-and middle-income people, but also greatly reduces the cost of Pinduoduo's own enterprises. Therefore, compared with other e-commerce platforms such as Taobao and JD.COM, the low price of Pinduoduo products saves costs for enterprises and improves their competitive strategic position. In the competitive strategy, Pinduoduo belongs to the total cost leading strategy. Because the total cost leading strategy is to reduce the total cost required by enterprises to establish competitive advantage in an effective way.
Meanwhile, as a new e-commerce platform, Pinduoduo is different from Taobao. Pinduoduo has developed a unique new thinking of social e-commerce and quickly occupied a place in the e-commerce platform. Pinduoduo's social e-commerce thinking is a brand-new e-commerce thinking mode, which is obviously different from Taobao and other e-commerce platforms, so Pinduoduo is also a differentiated competitive strategy. Differentiated competitive strategy means that an enterprise is obviously different from its competitors in terms of products, services and corporate image.
Third, measures to solve the Pinduoduo problem
(1) Strengthen internal supervision of the platform, control product quality and establish a good corporate image.
Pinduoduo enterprise management team should severely crack down on fake and shoddy products on the platform, punish those merchants who sell fake and shoddy products, and even prohibit such merchants from selling goods on Pinduoduo to protect the legitimate rights and interests of consumers.
(2) Improve the platform sales, logistics and after-sales system to enhance customer satisfaction.
Through Internet information technology, we will establish a system that is convenient for buyers to purchase and defend their rights. We also need to improve the retrieval system of Pinduoduo platform to help visitors find their favorite products.
(3) Using big data to analyze the current purchasing behavior of consumers in China, which is convenient for managers to make decisions in the future.
By using big data technology to collect and analyze data, we can find out the consumers' favorite situation in the current high-end e-commerce market, so as to facilitate many products to enter the high-end market in the future and lay the foundation for many products in the future.