淘宝“双十一狂欢节”营销研究

发布时间：2018-06-11 15:32

本文选题：淘宝 + 双十一狂欢节　；参考：《辽宁大学》2014年硕士论文

【摘要】：从2009年首创“双十一”节日营销开始，，淘宝网历时五年把原本一个普通的日子变成全中国网民每年一度的“网购狂欢节”，如今淘宝“双十一狂欢节”已经成为国内电商营销领域的标杆级现象。论文正是基于电子商务快速发展的大背景，对淘宝这一热点活动营销进行研究。文章认为淘宝网之所以能够在“双十一狂欢节”营销活动中取得销售业绩上的巨大成功，首先这与其自身拥有的强大平台优势密切相关，淘宝建立了中国最大的电子商务交易平台、最大的网购消费者信息资料数据库，同时淘宝在每年的双十一活动前期准备充分，通过网内网外各种渠道与媒体进行了大量无缝宣传推广；活动本身又采用各类商品大幅降价等营销手段来吸引消费者进行网购，从而创造网购奇迹；此外在近年来的“双十一狂欢节”中，淘宝还创新营销模式，开启了全新的C2B、O2O等网络营销新模式应用，这些都成为淘宝营销成功的关键因素。纵观国内各类电子商务营销活动，无论从参与度、交易额还是知名度等哪一方面来看，“双十一狂欢节”作为电商造节营销的典型代表都已经成为淘宝的一个有力品牌，如何做好该品牌活动的维护与提升也已成为今后一段时期内淘宝“双十一狂欢节”工作的重点。就目前形势来看，做好“双十一”活动品牌，淘宝首先要把保障卖家利益作为每次活动的基本前提，活动关键是要从各方面努力提升消费者的网购体验，着眼长远利益倡导理性消费观等，同时也要把改善物流等相关配套服务质量作为工作重点来进行。总而言之，伴随着商品经济的发展和消费者购物习惯的改变，淘宝“双十一狂欢节”必将还会继续，电商企业也应当在相关的营销活动中认识到自身的优势与不足，同时清楚地意识到只有把平实的商品价格、过硬的产品质量和优质的网购服务三者相结合，才能在未来更为激烈的电商大战中站稳脚跟，取得更大的成功。
[Abstract]:Taobao took five years to turn an ordinary day into an annual "online shopping carnival" for all Chinese netizens, starting in 2009 with the creation of "double Eleven" holiday marketing. Now Taobao "double 11 Carnival" has become the domestic e-commerce marketing field of benchmarking phenomenon. This paper is based on the background of the rapid development of electronic commerce, Taobao this hot activity marketing research. The article thinks that the reason why Taobao was able to achieve great success in the "double Eleven Carnival" marketing campaign is, first of all, this is closely related to its own strong platform advantage. Taobao has established China's largest e-commerce trading platform, the largest online shopping information database for consumers, and Taobao is fully prepared for the annual double Eleven event. Through various channels outside the network and media to carry out a large number of seamless publicity; the event itself uses a wide range of commodity prices and other marketing means to attract consumers to buy online, thus creating a miracle of online shopping; In addition, in recent years, Taobao has also innovated its marketing model in the "double Eleven Carnival", opening a new network marketing model, such as C2BO2O, which has become a key factor in Taobao's success. Throughout all kinds of e-commerce marketing activities in China, No matter in terms of participation, turnover or popularity, the "double Eleven Carnival", as a typical representative of e-commerce festival marketing, has become a powerful brand of Taobao. How to maintain and promote the brand activities has become the focus of Taobao's "double Eleven Carnival" in the future. As far as the current situation is concerned, to do a good job of the "double Eleven" campaign brand, Taobao must first take the protection of the seller's interests as the basic prerequisite for each activity. The key to the activity is to strive to enhance consumers' online shopping experience from various aspects. With the long-term interests in mind, we should advocate rational consumption concepts, and at the same time, we should also focus on improving the quality of related services, such as logistics. In a word, with the development of the commodity economy and the change of consumers' shopping habits, Taobao's "double Eleven Carnival" will certainly continue, and e-commerce enterprises should also recognize their own advantages and disadvantages in related marketing activities, and clearly realize that only plain commodity prices are available. The combination of excellent product quality and high-quality online shopping service will be able to stand firm and achieve greater success in the future more intense e-commerce war.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F724.6

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