电商购物节传播策略研究

发布时间：2018-06-16 18:33

本文选题：电商 + 购物节　；参考：《北京印刷学院》2015年硕士论文

【摘要】：随着互联网技术的不断革新进步,电子商务发展的步伐日益加快,网络技术与传播策略的融合催生了电商购物节。2009年,淘宝商城将中国人的节日情节与特卖模式结合起来,首创属于消费者的“双十一”购物节,目前“双十一”已成为中国电商购物节的代名词。京东“618”购物节、乐视网“乐迷节”、苏宁易购“O2O购物节”,使电商购物节更加丰富多彩。世界的新实践需要学术研究的密切跟踪,也给本人硕士论文选题提供了素材。本文以传播学理论为基础,结合电商购物节案例,研究了电商购物节的发展历程,分析了“双十一”、“618”等重要电商购物节的传播策略,探讨了电商购物节的特点、优势以及存在的问题,从传播学的角度提出了优化电商购物节传播策略的可行性建议,希望对电商购物节的研究和完善有所裨益。本文共分为五个部分。第一章《引言》部分介绍了选题的目的、意义及国内外研究情况,目前传播学视角下对电商购物节的研究较少,本文将以此视野系统地研究电商购物节传播策略。第二章《电商购物节的发展及现状》,分析了网络电商在我国的发展历程。在分类上,按照节日命名可分为数字类、产品类、自定义类。在特点上,电商购物节具有议程设置强势化、信息传播精准化、传统媒介解构化、集中集约集合传播等特点。第三章探讨《电商购物节的传播策略》,首先分析了电商购物节的理论基础,随之研究电商购物节传播策略,包括分析传播环境、精准传播定位、打造品牌符号、创新用户体验等。第四章研究《电商购物节传播机制的案例研究》,选取“双十一”、“618”等电商购物节进行传播者、媒介、受众,信源、信息、信宿的实证研究。第五章讨论《电商购物节营销传播的优势及存在的问题》,并提出电商购物节营销传播的对策建议,包括优化议程设置、改善用户体验、创新传播模式、引入社交活动、巩固品牌优势、培育消费文化等方面。希望通过本文的创新性研究,对从传播学视角认识和对待电商购物节有所裨益,促进这一“节日”的发展。
[Abstract]:With the continuous innovation and progress of Internet technology, the pace of e-commerce development is accelerating day by day, and the convergence of network technology and communication strategy has given birth to e-commerce shopping festival. In 2009, Taobao Mall combined the Chinese festival plot with the sale mode. The "double Eleven" shopping festival, the first of its kind, has become a synonym for China's e-commerce shopping festival. JingDong "618" shopping festival, Letv "fan festival", SUNING "O 2O shopping festival", make e-commerce shopping festival more colorful. The new practice of the world needs to be closely followed by academic research, and it also provides material for my master's thesis. Based on the theory of communication, this paper studies the development of e-commerce shopping festival, analyzes the spreading strategies of "double Eleven" and "618", and discusses the characteristics of e-commerce shopping festival. From the point of view of communication, this paper puts forward some feasible suggestions to optimize the communication strategy of e-commerce shopping festival, hoping to be of benefit to the research and improvement of e-commerce shopping festival. This paper is divided into five parts. The first part of the introduction introduces the purpose, significance and domestic and international research situation of the topic. At present, there is less research on e-commerce shopping festival from the perspective of communication. This paper will systematically study the spreading strategy of e-commerce shopping festival from this perspective. Chapter two, "the Development and present situation of E-Commerce Shopping Festival", analyzes the development course of E-Commerce in China. In the classification, according to the festival name can be divided into digital class, product class, custom class. In terms of features, e-commerce shopping festival has the characteristics of strong agenda setting, accurate information dissemination, deconstruction of traditional media, centralized intensive collective communication, and so on. The third chapter discusses the communication strategy of e-commerce shopping festival. Firstly, it analyzes the theoretical basis of e-commerce shopping festival, and then studies the communication strategy of e-commerce shopping festival, including the analysis of communication environment, accurate communication positioning, building brand symbol. Innovative user experience, etc. Chapter four studies the case study of the spreading mechanism of e-commerce shopping festival. It selects "double Eleven", "618" and so on to carry on the demonstration research of communicator, media, audience, information source, information and information. The fifth chapter discusses the advantages and problems of the marketing communication of e-commerce shopping festival, and puts forward some countermeasures and suggestions, including optimizing the agenda setting, improving the user experience, innovating the communication mode and introducing social activities. Consolidate brand advantage, cultivate consumption culture and so on. It is hoped that the innovative research in this paper will benefit the understanding and treatment of e-commerce shopping festival from the perspective of communication and promote the development of the festival.
【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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