2013年京东“双十一”整合营销传播策划案

发布时间：2018-07-21 16:19

【摘要】：2009年之前,11月11日还只是年轻人口中调侃的“光棍节”,而如今已经成为一年一度的全民电商节日——“双十一”网购狂欢节。“双十一”的销量成绩年年递增,越来越多的电商陆续加入到每年的“双十一”促销战中。京东作为一线电商品牌,需要在“双十一”促销的大环境中有力发声,建立并巩固自身的品牌形象和行业地位。 2013年京东“双十一”整合营销传播策划案的主要目标在于,为京东“双十一”促销活动进行整合营销传播,彰显京东的特色和优势,为消费者和消费者愿景创造独特利益点,将“京东‘双十一’”打造成具有知名度和影响力的品牌活动。为实现该目标,本次策划首先对行业竞争情况、消费者特征和企业SWOT进行详细分析,继而明确京东的差异化定位,提炼核心价值,确立“不光低价,快才痛快”的传播理念。同时,将“SEET”作为策划的传播原则,贯穿于传播方案设计的各个环节。传播方案设计主要分为全媒体广告投放、网络营销和线下活动三大部分,在全媒体覆盖和线上线下互动中实现整合传播。最后,对本次整合营销传播活动的效果进行评估,试图在创新价值分析和不足反思中为同类策划提供借鉴意义。
[Abstract]:Before 2009, November 11 was just the "Singles Day," as young people joked about, but now it has become the annual national e-commerce festival, the "double Eleven" online shopping carnival. The sales volume of "double 11" increases year by year, more and more e-commerce companies join in the "double 11" sales promotion every year. JingDong, as a front-line commodity, needs to have a strong voice in the "double Eleven" promotion environment. Establish and consolidate its brand image and industry status. The main goal of the 2013 JingDong "double Eleven" integrated marketing communication plan is to carry out integrated marketing communication for the JingDong "double Eleven" promotional campaign. Highlight the characteristics and advantages of JingDong, create a unique point of interest for consumers and consumer vision, will "JingDong'11" into a well-known and influential brand activities. In order to achieve this goal, this plan firstly analyzes the competition situation of the industry, consumer characteristics and enterprise SWOT in detail, then clarifies the differentiation orientation of JingDong, refines the core value, and establishes the communication concept of "not only low price, but also quick happiness". At the same time, SEET is regarded as the communication principle of planning, which runs through every link of communication scheme design. The design of communication scheme is mainly divided into three parts: the whole media advertising, the network marketing and the offline activities, which can realize the integrated communication in the whole media coverage and the online and offline interaction. Finally, this paper evaluates the effect of the integrated marketing communication activity, and tries to provide reference for the similar planning in the innovation value analysis and the insufficient reflection.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.5;G206-F

【共引文献】