拼多多的广告效果调研报告内容摘要拼多多于2015年9月上线，在上海建立并用了三年左右的时间获取了四亿多的用户，成为电子商务市场异军突起的黑马，成功引起业界的关注。基于此背景，本文以拼多多的广告效果为研究对象，内容是对拼多多的媒介知名度、信息针对性、感知侵犯、广告认知、广告态度和购买意愿进行研究，采用文献分析、问卷调查、案例分析、定性定量法等方法，将拼多多广告效果主要分为四个部分进行系统性研究。第一部分整理分析拼多多背景，考察拼多多广告效果研究意义：并通过查阅文献综述为论文提供理论依据，从而使笔者在前人基础上构建思路。第二部分介绍拼多多企业概况，分析拼多多发展过程和广告投放策略。第三部分根据上述两部分为基础设计拼多多研究方案，并设计出问卷内容。第四部分对拼多多问卷结果进行数据分析，基于问卷结果建议拼多多广告投放策略，面对用户感知考虑广告投放，改善品牌体验，提高用户感受方面多下功夫。关键词：拼多多：广告效果：社交电商Pinduoduo Advertising Effect Survey ReportAbstractPinduoduo was launched in September 2015,and it took about three years to establish and acquiremore than 400 million users in Shanghai.It has become a black horse in the emerging e-commercemarket,which has successfully attracted the attention of the industry.Based on this background,thispaper takes the advertising effect of pinduoduo as the research object.The content of this paper is tostudy the media popularity,information pertinence,perception invasion,advertising cognition,advertising attitude and purchase intention of pinduoduo.Using literature analysis,questionnaire survey,case analysis,quantitative method and other methods,the advertising effect of pinduoduo is divided intofour parts for systematic researchThe first part analyzes the background of pinduoduo and the significance of research on theadvertising effect of pinduoduo,and provides the theoretical basis for the paper through literature review,so that the author can build ideas on the basis of predecessors.The second part introduces the generalsituation of pinduoduo,analyzes its development process and advertising strategy.The third part designspinduoduo research plan based on the above two parts,and designs the questionnaire content.The fourthpart is the data analysis of the results of pinduoduo questionnaire.Based on the results of thequestionnaire,we suggest that pinduoduo advertising strategy.In the face of user perception,we shouldconsider advertising,improve brand experience,and improve user experience.Key words:pinduoduo;advertising effect;social e-commerce.目录内容摘要IAbstractII1(一)选题的依据及意义1(二)国内外研究综述21.理论综述..2.文献综述34二、4(一)企业简介4(二)发展历程5(三)广告及投放策略61.品牌设计..62.广告方式…66(一)研究的目标与主要内容61.研究目标…62.研究内容...(二)研究方法1.文献分析法82.问卷调查法3.案例分析法4.定性和定量分析法8(三)问卷设计91.样本选取…92.问卷结构3.量表设计..