【摘要】：2009年之前,11月11日還只是年輕人口中調(diào)侃的“光棍節(jié)”,而如今已經(jīng)成為一年一度的全民電商節(jié)日——“雙十一”網(wǎng)購狂歡節(jié)�！半p十一”的銷量成績年年遞增,越來越多的電商陸續(xù)加入到每年的“雙十一”促銷戰(zhàn)中。京東作為一線電商品牌,需要在“雙十一”促銷的大環(huán)境中有力發(fā)聲,建立并鞏固自身的品牌形象和行業(yè)地位。 2013年京東“雙十一”整合營銷傳播策劃案的主要目標(biāo)在于,為京東“雙十一”促銷活動(dòng)進(jìn)行整合營銷傳播,彰顯京東的特色和優(yōu)勢,為消費(fèi)者和消費(fèi)者愿景創(chuàng)造獨(dú)特利益點(diǎn),將“京東‘雙十一’”打造成具有知名度和影響力的品牌活動(dòng)。為實(shí)現(xiàn)該目標(biāo),本次策劃首先對(duì)行業(yè)競爭情況、消費(fèi)者特征和企業(yè)SWOT進(jìn)行詳細(xì)分析,繼而明確京東的差異化定位,提煉核心價(jià)值,確立“不光低價(jià),快才痛快”的傳播理念。同時(shí),將“SEET”作為策劃的傳播原則,貫穿于傳播方案設(shè)計(jì)的各個(gè)環(huán)節(jié)。傳播方案設(shè)計(jì)主要分為全媒體廣告投放、網(wǎng)絡(luò)營銷和線下活動(dòng)三大部分,在全媒體覆蓋和線上線下互動(dòng)中實(shí)現(xiàn)整合傳播。最后,對(duì)本次整合營銷傳播活動(dòng)的效果進(jìn)行評(píng)估,試圖在創(chuàng)新價(jià)值分析和不足反思中為同類策劃提供借鑒意義。
[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.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F713.5;G206-F

【共引文獻(xiàn)】

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本文編號(hào)：2136088