传播学视角下的“双11”营销与传播

发布时间：2018-02-26 13:23

本文关键词： 营销双11 新媒体购物狂欢节传播学　出处：《东北师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着互联网时代的到来,网络电商应运而生,“双11”作为国内网络电商最具影响力的购物节,吸引了无数商家和消费者参与其中,直接刺激了消费和传统的购物模式。随着“双11”吸金能力持续扩大,其社会影响力也越来越大。人们被“双11”狂欢的氛围所感染,疯狂地参与“双11”消费活动,缔造了“双11”消费神话。在互联网宣传的巨大力量之下,虚假折扣信息鱼目混珠,也得到了大幅宣传。因此,有必要通过探究“双11”传播现象,了解其营销传播手段,探寻商家利用新媒体进行宣传的合理方法。本文将研究和关注的重点聚焦在“双11”的营销传播上,借助传播学理论,分析“双11”营销手段,探究“双11”营销方式对消费者的影响。以及面对强势的电商宣传,我们该如何应对与思考。本文主要分为四个部分进行分析和论述。第一部分阐述了“双11”影响力之大与新媒体传播效果之好息息相关,有效利用新媒体的传播力量给“双11”带来了巨大经济效应,但同时带来了巨大隐患。打折促销信息和虚假折扣信息同时被新媒体放大,为后文的论述建立一个明确的背景。第二部分以大众传播理论读解“双11”营销手段,探究传播理论在“双11”营销中的应用。解释了消费者被“双11”深深吸引而参与其中的原因。第三部分列举了“双11”的营销特点,对比美国大型促销活动“黑色星期五”分析“双11”迅速蹿升影响力的原因,指出“双11”的狂欢本质。第四部分指出了“双11”营销传播的双刃剑效应。无论是“双11”营销的成功还是“双11”刺激传统消费、有利于经济转型都是无可厚非的。但是,通过新媒体对“双11”宣传使传播效果大幅增加,真实的或是虚假的宣传都会造成更大的影响,商家应该提供真实可信的营销宣传,避免虚假信息,我们也应该了解电商宣传手段,理性参与“双11”的购物活动。
[Abstract]:With the advent of the Internet era, Internet e-commerce emerged as the times require, "Shuang11" as the most influential shopping festival of domestic online e-commerce, attracted countless businesses and consumers to participate in it. It directly stimulates consumption and traditional shopping patterns. As the ability of "Shuang11" to absorb money continues to expand, its social influence becomes more and more powerful. People are infatuated by the atmosphere of "Shuang11" carnival and participate in "Shuang11" consumption activities crazily. Created the "double 11" consumption myth. Under the huge power of the Internet propaganda, false discount information mixed with eyes, also got a large publicity. Therefore, it is necessary to explore the "double 11" communication phenomenon, understand its marketing means of communication, This paper focuses on the marketing communication of "double 11", and analyzes the marketing means of "double 11" by means of the theory of communication. Explore the impact of "double 11" marketing methods on consumers. And in the face of strong e-commerce publicity, This paper is divided into four parts to analyze and discuss. The first part expounds that the influence of "Shuang11" is closely related to the effect of new media communication. The effective use of the power of new media has brought a huge economic effect to "Shuang11", but at the same time has brought huge hidden dangers. Both discounted promotional information and false discounted information have been magnified by new media at the same time. The second part interprets "double 11" marketing means with mass communication theory. Explore the application of communication theory in "double 11" marketing. Explain the reason why consumers are deeply attracted to "double 11". The third part enumerates the marketing characteristics of "double 11". Comparing Black Friday, a major promotional event in the United States, to analyze the reasons for the rapid rise of "Shuang11" to influence, It points out the carnival essence of "double 11". Part 4th points out the double-edged sword effect of "double 11" marketing communication. Whether it is the success of "double 11" marketing or "double 11" stimulating traditional consumption, it is all right that it is beneficial to economic transformation. Through the new media to "double 11" propaganda greatly increase the dissemination effect, real or false publicity will have a greater impact, merchants should provide real and credible marketing publicity, to avoid false information, We should also understand the means of e-commerce publicity, rational participation in the "double 11" shopping activities.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;G206

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