随着我国基本度过人口红利期，移动互联网欧亿·体育（中国）有限公司也进入了下半场，而电子商务领 域也进入了竞争激烈的红海。电商企业如果想从激烈的市场中脱颖而出，就必须找准 自己在市场中的定位，同时发挥自己的竞争优势。 拼多多公司是一家成立仅5年的电商公司，却在仅成立三年就上市并且跃居电商 前三成为业界传奇。不过，在电商市场竞争日趋激烈的背景下，拼多多公司也感到了 极大的生存压力。如何根据自身优势和欧亿·体育（中国）有限公司现状，在经济形势下行的大背景下制定企 业发展战略成为拼多多公司现阶段必须认真考虑的问题。 本文首先介绍研究背景，在此基础上对国内以及国外关于企业生态位研究的文献 进行了总结；接下来运用PEST模型和波特五力模型分析拼多多公司的宏观外部环境； 然后运用了商业画布工具分析了拼多多的现状及问题分析并与其他电商公司进行了 比较。由于本文是基于生态位视角的拼多多企业经营战略优化研究，因此在研究完拼 多多的商业模式后进一步分析了拼多多企业的生态位以及与其他生态中的企业的重 叠度。提出了问题之后在企业生态位四因子模型的基础上设计了拼多多的企业经营优 化战略帮助拼多多公司提升企业生态位和改善生态位重叠度，最终实现其长远发展的 战略目标。最后，提出具体的优化战略方案的实施规则和实施保障。 关键词：电子商务；竞争战略；企业生态位 III Abstract With the great development of Internet industry, the competition of e-commerce market is becoming more and more fierce. How to accurately find their own competitive advantage, how to stand out in the fierce competition, e-commerce enterprises are facing an increasingly urgent problem. Pinduoduo is a 5-year-old e-commerce company, but only in the three-year-old listed and jumped into the top three e-commerce industry legend. However, in the increasingly fierce market competition environment, pinduoduo companies also feel great competitive pressure and threat. How to make the suitable enterprise development strategy according to the enterprise's own situation and the industry condition has become an important question that pinduoduo company has to consider carefully. Firstly, this paper introduces the background of the topic and summarizes the literatures about enterprise niche at home and abroad, and then uses PEST model and porter's five-force model to analyze the external environment of Pinduoduo Company Then the paper analyzes the status quo and problems of Pinduoduo by using commercial canvas tool and compares it with other e-commerce companies. Because this paper is based on the Niche Perspective of Pinduoduo Enterprise Management Strategy Optimization Research, therefore, after studying the business model of Pinduoduo, the paper further analyzes the niche of Pinduoduo enterprises and the overlap degree with other enterprises in the ecology. After putting forward the question, based on the four-factor model of the Enterprise Niche, the paper designs the strategy of optimizing the management of Pinduoduo Company to help Pinduoduo company to improve the Enterprise Niche and the overlapping degree of Niche, to finally achieve its long-term development of strategic objectives. Finally, put forward the concrete optimization strategy plan implementation rule and the implementation safeguard. Keywords：E-Commerce;Competitive Strategy;Enterprise Ecological Niche 目录 致谢 ................................................................................................................................ I 摘要 .............................................................................................................................. II ABSTRACT ................................................................................................................ III 第1章 绪论 ................................................................................................................. 1 1.1论文选题背景、目的及意义 ........................................................................... 1 1.1.1 选题背景 .................................................................................................... 1 1.1.2研究目的 ..................................................................................................... 2 1.1.3研究意义 ..................................................................................................... 2 1.2国内外研究现状 ............................................................................................... 3 1.2.1生态位的概念 ............................................................................................. 3 1.2.2企业生态位理论源起及主要内容 ............................................................. 4 1.2.3现有生态位研究与应用 ............................................................................. 6 1.2.4文献评述 ..................................................................................................... 7 1.3论文研究主要内容与研究方法 ....................................................................... 8 1.3.1研究内容及方法 ......................................................................................... 8 1.3.2研究框架 ..................................................................................................... 8 1.4论文创新点 ....................................................................................................... 9 第2章 拼多多公司的宏观环境及问题分析 ........................................................... 10 2.1拼多多公司宏观生态环境分析 ..................................................................... 10 2.1.1宏观环境PEST模型分析 ........................................................................ 10 2.1.2产业竞争环境五力模型分析 ................................................................... 12 2.2拼多多公司存在的问题 ................................................................................. 16 2.2.1用户群体消费能力提升空间小 ............................................................... 17 2.2.2产品质量及品牌形象不佳 ....................................................................... 20 2.2.3产业链整合不足，物流配送缓慢 ........................................................... 20 2.3拼多多公司存在的问题成因分析 ................................................................. 22 2.3.1平台团购低价属性决定了用户属性 ....................................................... 22 2.3.2 平台机制不够完善 .................................................................................. 23 2.3.3缺乏自建物流仓储体系 ........................................................................... 24 第3章 拼多多公司现有经营战略综合分析 ........................................................... 25 3.1拼多多现有经营战略描述 ............................................................................. 25 3.1.1顾客细分 ................................................................................................... 26 3.1.2价值主张 ................................................................................................... 27 3.1.3渠道通路 ................................................................................................... 28 3.1.4客户关系 ................................................................................................... 28 3.1.5收入来源 ................................................................................................... 29 3.1.6关键活动 ................................................................................................... 30 3.1.7核心资源 ................................................................................................... 32 3.1.8重要伙伴 ................................................................................................... 33 3.1.9成本结构 ................................................................................................... 34 3.2企业生态位视角下的拼多多经营战略分析 ................................................. 35 3.2.1企业生态位宽度分析 ............................................................................... 35 3.2.2企业生态位重叠度分析 ........................................................................... 37 第4章 拼多多公司基于生态位提升的战略优化方案设计 ................................... 40 4.1战略目标 ......................