会计学院知识库

经过激烈的市场化竞争，兴起于上世纪末的我国电商市场被阿里巴巴和京东等传统电商平台所瓜分。不过，随着消费者消费行为的升级和互联网渗透率的提升，电商平台企业与消费者的关系正逐渐向社区化和开放化发展。在此进程中，采取错位竞争策略的拼多多异军突起，作为新型电商平台代表，与阿里巴巴、京东形成了三足鼎立的竞争格局。

本文选取拼多多作为典型案例，以其所采取的错位竞争策略为背景，采用绩效棱柱模型，从商家、消费者、员工和股东等四个层面对其绩效展开分析。结果表明，在2017-2021年间，拼多多的整体绩效呈现上升趋势，特别是在股东层面，表现尤为亮眼。不过，与此同时，拼多多也存在着诸多可能影响其绩效进一步提升的问题。如，在商家层面存在着反馈率和回复时效性过低等问题；又如，能够说明消费者满意度的指标呈现出下降的趋势；再如，对于员工来说，存在着工作压力大且晋升空间有限等问题。

由此，本文指出，拼多多尚需提高服务质量，提升平台形象；同时，建立人才机制激励员工，通过适度营销优化成本费用结构；此外，仍需拓宽多样业务，打造核心竞争力。惟其如此，才能在错位竞争策略下进一步提升企业绩效，稳固自身的行业竞争力。

After fierce market competition, China's e-commerce market, which emerged at the end of the last century, has been divided by traditional e-commerce platforms such as Alibaba and Jingdong. However, with the upgrading of consumer consumption behavior and the improvement of Internet penetration rate, the relationship between e-commerce platform enterprises and consumers is gradually developing to the community and open. In this process, Pinduoduo, which adopts the dislocation competition strategy, has emerged rapidly. As a representative of the new e-commerce platform, it has formed a three-way competition pattern with Alibaba and Jingdong.

This paper selects Pinduoduo as a typical case, takes the dislocation competition strategy as the background, and adopts the performance prism model to analyze its performance from four aspects: merchants, consumers, employees and shareholders. The results show that between 2017-2021, the overall performance of Pinduoduo showed an upward trend, especially at the shareholder level. However, at the same time, Pinduoduo also has a number of problems that may affect the further improvement of its performance. For example, there are low feedback rate and response timeliness at the merchant level, declining indicators of consumer satisfaction, and there are problems such as high work pressure and limited promotion space for employees.

Therefore, this paper indicates that Pinduoduo needs to improve the service quality and enhance the image of the platform, establish a talent mechanism to motivate employees and optimize the cost structure through moderate marketing, and still needs to expand diversified business and build core competitiveness. Only in this way can we further improve the enterprise performance and stabilize our own industry competitiveness under the dislocation competition strategy.