电商行业节日营销策略探讨 (9)

摘  要

由于互联网技术不断地发展和互联网行业与商家的结合,催生了大批新的销售方法。电商们通过互联网技术与营销相联系,推出了新的营销手段,从而进一步促进互联网消费的成长并且缔造了全新的消费文化。运用节日举办营销已然变成被各大电商平台热捧的营销方法。商家不断地塑造一些含有互联网特色的节日从而来打造营销热点,即造节营销。本文选取天猫“双十一”的造节营销作为主要研究对象,开展一系列调查研究，通过分析天猫“双十一”造节营销的特征、策略,并深入研究电商造节营销的效果及存在问题,对天猫及其它电商给出可行的建议。

关键词：电商；营销策略；造节营销；天猫；双十一

ABSTRACT

Along with the development of Internet technology and the Internet industry and the integration of the enterprise, has produced many new marketing methods. Businessmen through Internet technology and marketing combined, spawned a new marketing tool to further promote the development of Internet consumption and create a new consumer culture. The use of festive marketing has become sought after by various businesses marketing. Businesses continue to create some festivals with the characteristics of the Internet in order to create marketing hot spots, that is, making festival marketing. This article selects Tmall "double eleven" section of the marketing as the main object of study, carried out a series of investigation and study, through the analysis of Tmall "double eleven" build section of the marketing characteristics, strategies, and further study of electricity section of the marketing effect and existing problems, for Tmall and other electricity feasible suggestion is given.

Key words: E-commerce; Marketing strategy; Factitious festival marketing; Tmall; Double eleven

目 录

1 前言1

1.1研究缘起1

1.2研究意义1

2 电商的造节营销的相关概念3

2.1 节日营销的概念界定3

2.2 造节营销的概念和背景3

3 天猫的“双十一”造节营销4

3.1天猫与“双十一”购物狂欢节4

3.2天猫“双十一”营销概况4

3.3天猫“双十一”营销策略分析5

3.4天猫“双十一”营销策略的主要特征6

3.5天猫“双十一”营销的SWOT分析7

4 天猫“双十一”营销存在的问题11

4.1产品和服务质量降低11

4.2支付系统不稳定11

4.3物流配送环节不够完善11

5 天猫“双十一”造节营销存在问题的应对措施13

5.1重视消费者心理，提高服务品质13

5.2完善支付手段，提高网页稳定性13

5.3突破物流瓶颈，优化物流配送机制13

6 天猫“双十一”对电商造节营销的启示14

6.1提升消费体验，诚信打造形象14

6.2加强品牌推广，提高产品知名度14

6.3优化网站设计，吸引消费者购买14

结论15

参考文献17