在电商行业迅速发展的今天，病毒营销作为一种传播快、成本低、高回报的营销模式，被众多电商企业广为使用，特别是在社交网络如此发达和普及的现在，基于社交关系链的病毒营销模式成为替代传统广告投放模式的首选。而在电商企业，拼多多是社交关系链的病毒营销的最成功受益者。凭借持续的成功的病毒营销，拼多多快速发展，成为中国第二大电商应用。本文的研究目的是通过深入研究拼多多的社交关系链的病毒营销(Viral Marketing)策略进而对如何改进病毒营销现存的问题给出合理的意见，对病毒营销的未来的发展提出了有建设性的意见。本文的主要研究内容为采用案例分析法，对拼多多的五个重要的极具特色的病毒营销案例进行了研究，在深入研究每个具体营销策略的基础上，总结归纳出拼多多病毒营销的一些优点和存在问题。通过对这些优点和问题的分析，对照行业其他案例，找到了病毒营销的一些普适性的营销策略，进而病毒营销的未来发展趋势提出自己的观察和展望。通过研究，本文获得了一些结论。第一，病毒营销是非常有应用前景的营销策略，未来会有更多公司和机构采取这类营销方法。第二，利用好人性的需求，是实施基于社交关系链的病毒营销关健。第三，找好适合传播的社交媒体，不同的社交媒体的用户特质不一样，不同的营销素材对应的传播渠道也不同。第四，在做病毒营销策划时，学会利用好第三方资源，便于宣传和品牌背书。第五，营销活动的游戏化是未来趋势。第六，在营销活动中，要学会控制边界，不能过度骚扰用户，引起用户和平台的反感。总体而言，本文通过研究社交关系链、病毒营销和拼多多具体的营销策略和营销行为，分析出了拼多多采用病毒营销模式的创新点以及产生的弊端，找到了病毒营销在中国的典型应用范本，期望为以后开展病毒营销的主体提供一定参考意义。

Today, with the rapid development of the e-commerce industry, Viral Marketing, as a fast-spreading, low-cost, high-reward marketing strategy, is widely used by many e-commerce companies. Especially because of the popularity of the social network, the Viral Marketing based on online social relationship chain has become the first choice to replace the traditional advertising methods nowadays. In such e-commerce companies, one of the most successful beneficiaries of Viral Marketing is Pinduoduo. With the continuous successful Viral Marketing activities, the company has developed rapidly and become the second largest e-commerce company in China.The purpose of this paper is to provide reasonable opinions on how to improve the existing problems of Viral Marketing and to discuss how to use the Viral Marketing more effectively in future through in-depth study of the Pinduoduo’s Viral Marketing strategy.The main research content of this paper is: using the case analysis method to study the five important and unique Viral Marketing cases of the company; summarizing the advantages and problems of Pinduoduo’s Viral Marketing strategy based on the analysis of the unique cases. Then compared with other companies in the industry, finding out universal marketing strategies of Viral Marketing, and at last putting forward the own observations and prospects for the future development trend of Viral Marketing.Through the research, this paper has obtained some conclusions. First, Viral Marketing is a marketing strategy with a bright prospect in application and more and more companies and organizations will adopt it in the future. Second, the rational use of human needs is the most important element to implement the Viral Marketing based on social relationship chains. Third, as different social media users have different characteristics and different marketing materials have different communication channels, to find the suitable social media for communication is very important. Fourth, when doing Viral Marketing plans, learn to make good use of third-party resources to facilitate publicity and endorse the brand. Fifth, the gamification of marketing activities is the future trend. Sixth, in marketing activities, we must learn to control the boundaries, not excessively harassing users, causing resentment from users and platforms.In general, this paper studies the social relationship chain, Viral Marketing and the specific marketing strategies and marketing behaviors of Pinduoduo; analyzes the innovations and the disadvantages of the Pinduoduo’s Viral Marketing strategy; finds out the typical application model of Viral Marketing in China; provides some suggestions to the companies’ future use of Viral Marketing.