李玉蘭

Abstract：With the rapid development of the global economy and the Internet，a single marketing model has been unable to cover enough consumers.In this case，social media marketing strategy as a new e-commerce model came into being.The so-called social media marketing strategy refers to the phenomenon that social factors such as attention，sharing，communication，discussion and interaction are applied to the e-commerce transaction process.

Key words：digital marketing；social media strategy

1.Pinduoduo social media strategy and digital marketing features

It can form direct communication and interaction between e-commerce enterprises and customers，and enterprises can directly see the most intuitive needs of users through specific social platforms.In the process of brand promotion and product sales，enterprises are no longer in a passive state.They can establish their own brand influence through “zero distance” communication with users.

2.Pinduoduo；s marketing achievements

According to the big data of Aurora，as of February 2018，pinduoduo&apos；s penetration rates in third tier and fourth tier cities were 21.38% and 35.34% respectively，even exceeding that of mobile Taobao by 20.31% and 31.50%.5.2% of the market share is far ahead of the catchers behind.From the perspective of market competition，pinduoduo has avoided the positive competition with Taobao，Jingdong and other comprehensive e-commerce giants，mining the third and fourth tier cities with low penetration and price sensitivity as well as the vast rural areas.

3.conclusion

Based on the theory of digital marketing and social media strategy，this paper chooses pinduoduo，a representative social e-commerce service enterprise，as a case study.Through the analysis of pinduoduo&apos；s products and services，it analyzes how to increase the business flow and promote the sustainable development of the enterprise in its marketing，so as to improve the value of the enterprise.

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[3]Ding shuyue.Research on social e-commerce marketing strategy [D].Henan university，2019.