本文關鍵詞： 營銷 雙11 新媒體 購物狂歡節(jié) 傳播學　出處：《東北師范大學》2017年碩士論文　論文類型：學位論文

【摘要】：隨著互聯(lián)網(wǎng)時代的到來,網(wǎng)絡電商應運而生,“雙11”作為國內(nèi)網(wǎng)絡電商最具影響力的購物節(jié),吸引了無數(shù)商家和消費者參與其中,直接刺激了消費和傳統(tǒng)的購物模式。隨著“雙11”吸金能力持續(xù)擴大,其社會影響力也越來越大。人們被“雙11”狂歡的氛圍所感染,瘋狂地參與“雙11”消費活動,締造了“雙11”消費神話。在互聯(lián)網(wǎng)宣傳的巨大力量之下,虛假折扣信息魚目混珠,也得到了大幅宣傳。因此,有必要通過探究“雙11”傳播現(xiàn)象,了解其營銷傳播手段,探尋商家利用新媒體進行宣傳的合理方法。本文將研究和關注的重點聚焦在“雙11”的營銷傳播上,借助傳播學理論,分析“雙11”營銷手段,探究“雙11”營銷方式對消費者的影響。以及面對強勢的電商宣傳,我們該如何應對與思考。本文主要分為四個部分進行分析和論述。第一部分闡述了“雙11”影響力之大與新媒體傳播效果之好息息相關,有效利用新媒體的傳播力量給“雙11”帶來了巨大經(jīng)濟效應,但同時帶來了巨大隱患。打折促銷信息和虛假折扣信息同時被新媒體放大,為后文的論述建立一個明確的背景。第二部分以大眾傳播理論讀解“雙11”營銷手段,探究傳播理論在“雙11”營銷中的應用。解釋了消費者被“雙11”深深吸引而參與其中的原因。第三部分列舉了“雙11”的營銷特點,對比美國大型促銷活動“黑色星期五”分析“雙11”迅速躥升影響力的原因,指出“雙11”的狂歡本質(zhì)。第四部分指出了“雙11”營銷傳播的雙刃劍效應。無論是“雙11”營銷的成功還是“雙11”刺激傳統(tǒng)消費、有利于經(jīng)濟轉(zhuǎn)型都是無可厚非的。但是,通過新媒體對“雙11”宣傳使傳播效果大幅增加,真實的或是虛假的宣傳都會造成更大的影響,商家應該提供真實可信的營銷宣傳,避免虛假信息,我們也應該了解電商宣傳手段,理性參與“雙11”的購物活動。
[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.
【學位授予單位】：東北師范大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;G206

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