本文選題：雙十一 + 議程設(shè)置��； 參考：《蘭州大學(xué)》2015年碩士論文

【摘要】：電子商務(wù)像一場革命顛覆著以往的競爭基礎(chǔ),影響著消費(fèi)者的購物習(xí)慣和方式,正創(chuàng)造著一個(gè)又一個(gè)銷售神話,這其中最引人關(guān)注的就是“雙十一網(wǎng)購狂歡節(jié)”。國內(nèi)用議程設(shè)置理論去探討“雙十一”話題的文獻(xiàn)少見,本研究選擇將電子商務(wù)與傳播學(xué)經(jīng)典理論相結(jié)合,讓“雙十一”與議程設(shè)置理論碰撞出別樣的火花。對電商這一時(shí)代熱點(diǎn)和未來的市場形態(tài),從傳播學(xué)這一角度進(jìn)行解讀,豐富了所學(xué)專業(yè)的研究范疇,又為電子商務(wù)未來的研究發(fā)展提供了新思路,并拓寬了廣度。目前各大電商還在熱衷于造節(jié),此研究也能為如何成功造節(jié)提供一定的借鑒。在本研究中,筆者詳細(xì)記述了“雙十一”6年來的發(fā)展軌跡,以2014年的“雙十一”為重點(diǎn)觀察對象,記錄了它的前期宣傳計(jì)劃和策略,活動(dòng)時(shí)的詳細(xì)戰(zhàn)況,以及活動(dòng)后阿里巴巴集團(tuán)的總結(jié)和新的發(fā)展方向。在最后一章,筆者將實(shí)踐與理論相結(jié)合,分析“雙十一”的議程設(shè)置過程,呈現(xiàn)議程設(shè)置理論在新媒介環(huán)境下的一種研究思路。由于資料儲(chǔ)備上的缺陷,不能保證研究資料的詳實(shí)、結(jié)論的嚴(yán)謹(jǐn),只能做到自圓其說,論清自己的想法和觀點(diǎn)。
[Abstract]:Electronic commerce, like a revolution, subverts the basis of competition in the past, affects the shopping habits and ways of consumers, and is creating a series of sales myths, among which the "double Eleven online shopping carnival" is the most interesting one.It is rare to use agenda setting theory to discuss the topic of "double Eleven" in our country. In this study, we choose to combine electronic commerce with classical theory of communication, so that the "double Eleven" and the theory of agenda setting collide with each other.From the angle of communication, the interpretation of e-commerce as the hot spot of the times and the future market form enriches the research scope of the major studied, and provides a new way of thinking for the future research and development of electronic commerce, and widens the breadth.At present, the ecommerce is still keen on the construction of festival, this study can also provide some reference for the successful construction of the festival.In this study, the author described in detail the development track of the "double Eleven" in the past 6 years, taking the "double Eleven" in 2014 as the focus observation object, recorded its early propaganda plan and strategy, and the detailed battle situation during the activities.And after the activities of Alibaba Group summary and new development direction.In the last chapter, the author combines practice with theory, analyzes the agenda setting process of "double Eleven", and presents a kind of research thought of agenda setting theory under the new media environment.Because of the defect of data reserve, we can not guarantee the detail of the research data and the rigor of the conclusion, so we can only justify ourselves and clarify our own ideas and viewpoints.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.36;G206

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本文編號(hào)：1739537