拼多多是我国知名的社交电商平台，于2015年进入消费者视野，以价格低廉、微信营销、拼单购买等特点著称。经过五年半时间，不断发展壮大，已经跻身国内零售电商前三甲。截至2021年4月，拼多多官方的数据显示，其年度活跃用户数已经超过淘宝，一跃成为用户数最多的电商平台。拼多多异军突起，是我国数字经济高速发展过程中的一个特色案例，其成功背后一定存在若干的主观内驱和客观定律。本文通过消费者行为学理论来分析拼多多的竞争战略和业务策略。首先，本文使用PEST分析法以及比较研究法分别介绍了外部环境以及竞争对手的情况，论述了社交电商的竞争优势以及拼多多的一些独到之处。其次，在竞争战略分析部分，本文借鉴了波特的竞争战略和陈威如的平台战略思想，对拼多多在当前市场环境下制定的三大竞争战略进行了归纳。再根据企业发展的三个阶段，对拼多多在不同时期的具体业务策略进行了梳理，罗列了若干营销战役和平台运营的规则设置，验证了竞争战略的指导意义。在阐述拼多多竞争战略和业务策略的同时，本文从消费者行为学的视角进行剖析，总结出“获利消费”和“情感动机”两大关键因素，并印证了其始终贯穿于拼多多的经营思想和日常运作之中，对拼多多的快速崛起到了不可忽视的作用。拼多多的三大竞争战略都可以在“获利消费”和“情感动机”中找到解释；三个发展阶段细化的业务策略包含了对消费者行为学理论的运用。本文认为拼多多成功背后的原因，是竞争战略的恰当选择和业务策略的精确更迭，而其战略和策略的制定，是对消费者行为学的有效应用。

Pinduoduo is a well-known social e-commerce platform in China. In 2015, Pinduoduo was established and famous for its low price, WeChat-marketing and Pin-dan-purchasing. After five and a half years of continuous development and growth, it has ranked among the top three domestic retail e-commerce platform. As of April 2021, Pinduoduo's official data shows that its annual number of active users has exceeded Taobao, and it has become the e-commerce platform with the largest number of users.Pinduoduo, as a new force suddenly rises, is a special case in the rapid development of China's digital economy. There must be some subjective internal drives and objective laws behind its success. The thesis analyzes Pinduoduo's competitive strategy and business tactics from the perspective of consumer behavior, trying to find out a certain of the relationships.Firstly, the thesis uses PEST analysis method and comparative research method to introduce the external environment and competitors, and analyzes the competitive advantages of social e-commerce platform and the unique features of Pinduoduo.Secondly, in the part of strategy analysis, the thesis draws lessons from Porter's competitive strategy and Chen Weiru's platform strategy, and summarizes the three competitive strategies made by Pinduoduo in the current market environment. Then, according to the three stages of enterprise development, the thesis combs Pinduoduo's specific business tactics in the early, middle and late stages, lists the rules of the marketing campaigns and the platform operations, and verifies the important guiding value of the competitive strategy.While expounding the competitive strategies and business tactics, the thesis analyzes from the perspective of consumer behavior, summarizes the two key factors of "profit-making consumption" and "emotional motivation", and confirms that they have been running through the management thought and daily operation, and playing an important role in the rapid rise of Pinduoduo. The three competitive strategies of Pinduoduo can be explained in "profit-making consumption" and "emotional motivation". The detailed business tactics of the three development stages includes the application of consumer behavior theory.The thesis holds that the reason behind Pinduoduo's success is the proper choice of competitive strategy and the precise change of business tactics, and the formulation of its strategy and tactics is the effective application of consumer behavior.