电商行业节日营销策略探讨 (6)

XCLW51212  电商行业节日营销策略探讨 (6)  (字数：11016)

中文摘要

随着互联网的高速发展和经济全球化进程的不断加快，电子商务作为一种新的营销方式得到了蓬勃发展，全世界范围内都掀起了一场电子商务浪潮。在我国，电子商务企业如雨后春笋，竞争日趋激烈。节日营销具有集中性、突发性、反常性和规模性的特点，而网络购物的便利性和不受地域限制性等特征，对节日营销的特点具有放大作用，因此电商企业纷纷将节日视为最佳销售时机。但对于如何开展好节日营销活动，国内电商企业仍然处于摸索阶段。

本文通过对电商节日营销相关理论的梳理，在对国内四大电商企业节日营销策略现状进行研究以及对消费者感知和营销效果进行定性的实证研究之后，分析了目前国内电商企业节日营销所存在的问题，并提出具体应对策略：首先，注重创新性，在节日营销活动中进行创新，形成差异化，吸引消费者关注；其次，挖掘节日文化内涵，结合企业经营理念和企业文化，开展有针对性的营销活动；第三，整合资源和媒体渠道营造节日氛围，进行互动营销，制造良好的良好的购物体验；第四，做到真品实价，提升服务质量；最后注重对营销活动的节奏的把握，扩大节日营销的影响力，延续营销效果，创造长远收益。

本文创新之处在于从整合营销的角度出发探究电商节日营销策略现状，结合消费者感知综合分析所存在的问题，从而为新时代下电商节日营销作出探索性的研究。

关键词： 电子商务；节日营销；营销策略

Abstract

With the rapid development of the Internet and the acceleration of economic globalization, e-commerce as a new marketing method has been vigorously developed, and a wave of e-commerce has been set off all over the world. In China, e-commerce enterprises are mushrooming, and the competition is becoming increasingly fierce. Festival marketing has the characteristics of centralization, abruptness, abnormality and scale, while the convenience of online shopping and geographical restrictions have enlarged the characteristics of festival marketing, so e-commerce enterprises have regarded festivals as the best selling opportunity. However, domestic e-commerce enterprises are still in the exploratory stage on how to carry out festival marketing activities well.

Through combing the related theories of e-commerce Festival marketing, researching the current situation of festival marketing strategies of four major domestic e-commerce enterprises and qualitative empirical research on consumers'perception and marketing effect, this paper analyses the problems existing in festival marketing of domestic e-commerce enterprises, and puts forward specific countermeasures: first, focusing on innovation, advancing in festival marketing activities To innovate, differentiate and attract consumers'attention; secondly, to excavate the connotation of festival culture, to carry out targeted marketing activities in combination with enterprise management concept and enterprise culture; thirdly, to integrate resources and media channels to create a festival atmosphere, to conduct interactive marketing, to create a good shopping experience; fourthly, to achieve real prices, improve service quality; finally, to focus on Grasp the rhythm of marketing activities, expand the influence of festival marketing, continue the marketing effect, and create long-term benefits.

The innovation of this paper is to explore the current situation of e-commerce festival marketing strategy from the perspective of integrated marketing, and to analyze the existing problems in combination with consumer perception, so as to make exploratory research on e-commerce festival marketing in the new era.

Key words: e-commerce; Festival marketing; marketing strategy

目录

中文摘要I

绪论1

（一）研究背景1

（二）研究内容和目的1

（三）研究意义1

一、相关理论概述2

（一）节日营销2

（二）电商节日营销2

二、电商节日营销现状与分析3

（一）电子商务行业现状3

（二）电商节日营销的背景和目的5

（三）电商节日营销的类型6

三、四大电商企业节日营销现状及分析7

（一）四大电商企业基本情况7

（二）四大电商企业节日营销策略分析7

四、电商企业营销问题分析13

（一）差异化不明显13

（二）价格真实性得不到保证13

（三）服务质量下降，降低满意度13

（四）忽略对节日文化内涵的创造和利用13

五、电商企业节日营销对策建议14

（一）注重创意14

（二）挖掘节日内涵14

（三）整合营销，制造氛围14

（四）做到真品实价，提升服务质量14

（五）注重营销活动的节奏15

结论16

参考文献17