發(fā)布時(shí)間：2018-06-11 15:32

  本文選題：淘寶 + 雙十一狂歡節(jié)　； 參考：《遼寧大學(xué)》2014年碩士論文

【摘要】：從2009年首創(chuàng)“雙十一”節(jié)日營(yíng)銷(xiāo)開(kāi)始，，淘寶網(wǎng)歷時(shí)五年把原本一個(gè)普通的日子變成全中國(guó)網(wǎng)民每年一度的“網(wǎng)購(gòu)狂歡節(jié)”，如今淘寶“雙十一狂歡節(jié)”已經(jīng)成為國(guó)內(nèi)電商營(yíng)銷(xiāo)領(lǐng)域的標(biāo)桿級(jí)現(xiàn)象。論文正是基于電子商務(wù)快速發(fā)展的大背景，對(duì)淘寶這一熱點(diǎn)活動(dòng)營(yíng)銷(xiāo)進(jìn)行研究。文章認(rèn)為淘寶網(wǎng)之所以能夠在“雙十一狂歡節(jié)”營(yíng)銷(xiāo)活動(dòng)中取得銷(xiāo)售業(yè)績(jī)上的巨大成功，首先這與其自身?yè)碛械膹?qiáng)大平臺(tái)優(yōu)勢(shì)密切相關(guān)，淘寶建立了中國(guó)最大的電子商務(wù)交易平臺(tái)、最大的網(wǎng)購(gòu)消費(fèi)者信息資料數(shù)據(jù)庫(kù)，同時(shí)淘寶在每年的雙十一活動(dòng)前期準(zhǔn)備充分，通過(guò)網(wǎng)內(nèi)網(wǎng)外各種渠道與媒體進(jìn)行了大量無(wú)縫宣傳推廣；活動(dòng)本身又采用各類商品大幅降價(jià)等營(yíng)銷(xiāo)手段來(lái)吸引消費(fèi)者進(jìn)行網(wǎng)購(gòu)，從而創(chuàng)造網(wǎng)購(gòu)奇跡；此外在近年來(lái)的“雙十一狂歡節(jié)”中，淘寶還創(chuàng)新?tīng)I(yíng)銷(xiāo)模式，開(kāi)啟了全新的C2B、O2O等網(wǎng)絡(luò)營(yíng)銷(xiāo)新模式應(yīng)用，這些都成為淘寶營(yíng)銷(xiāo)成功的關(guān)鍵因素。 縱觀國(guó)內(nèi)各類電子商務(wù)營(yíng)銷(xiāo)活動(dòng)，無(wú)論從參與度、交易額還是知名度等哪一方面來(lái)看，“雙十一狂歡節(jié)”作為電商造節(jié)營(yíng)銷(xiāo)的典型代表都已經(jīng)成為淘寶的一個(gè)有力品牌，如何做好該品牌活動(dòng)的維護(hù)與提升也已成為今后一段時(shí)期內(nèi)淘寶“雙十一狂歡節(jié)”工作的重點(diǎn)。就目前形勢(shì)來(lái)看，做好“雙十一”活動(dòng)品牌，淘寶首先要把保障賣(mài)家利益作為每次活動(dòng)的基本前提，活動(dòng)關(guān)鍵是要從各方面努力提升消費(fèi)者的網(wǎng)購(gòu)體驗(yàn)，著眼長(zhǎng)遠(yuǎn)利益倡導(dǎo)理性消費(fèi)觀等，同時(shí)也要把改善物流等相關(guān)配套服務(wù)質(zhì)量作為工作重點(diǎn)來(lái)進(jìn)行。 總而言之，伴隨著商品經(jīng)濟(jì)的發(fā)展和消費(fèi)者購(gòu)物習(xí)慣的改變，淘寶“雙十一狂歡節(jié)”必將還會(huì)繼續(xù)，電商企業(yè)也應(yīng)當(dāng)在相關(guān)的營(yíng)銷(xiāo)活動(dòng)中認(rèn)識(shí)到自身的優(yōu)勢(shì)與不足，同時(shí)清楚地意識(shí)到只有把平實(shí)的商品價(jià)格、過(guò)硬的產(chǎn)品質(zhì)量和優(yōu)質(zhì)的網(wǎng)購(gòu)服務(wù)三者相結(jié)合，才能在未來(lái)更為激烈的電商大戰(zhàn)中站穩(wěn)腳跟，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.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F724.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前3條

1 汪陽(yáng);;光棍節(jié)網(wǎng)商促銷(xiāo)狂歡發(fā)展淺析[J];電子商務(wù);2013年01期

2 馬紅春;;O2O電子商務(wù)模式在我國(guó)的應(yīng)用現(xiàn)狀分析[J];科技視界;2012年26期

3 楊靜;劉培剛;;試構(gòu)建消費(fèi)者對(duì)移動(dòng)電子商務(wù)的信任[J];特區(qū)經(jīng)濟(jì);2007年04期

本文編號(hào)：2005782