电商行业节日营销策略探讨 (2)

中文摘要

电子商务现今蓬勃发展，在这样的背景下，各大电商们的营销模式更是不限于传统的销售方式那么简单，传统的营销和销售手段已经不能适应当今电商行业的发展了。各大电商们也要根据自身的电子商务特点，对营销与销售方式进行重新的定位。节日营销作为这几年来非常热门的新兴的营销方式，它在传统营销理论的基础上，被各大电商们进行了适当的利用，为各大电商行业带来了非常不错的销售业绩。

各大电商平台为了保持竞争优势，已经不满足于平时的营销了，将营销放在力各大节假日上面，一节假日来作为电商行业的营销契机，已经不算是一件新鲜事了，这几年更是非常的热门，如大家都很熟悉的“双十一”“双十二”等各大节日活动，消费者们买的也是不亦乐乎，而电商们更是赚的不亦乐乎。电商们利用已有的节假日来进行营销，从很大的程度上，为商家们创造了新的营销契机，这些也使得电商行业的营销显得更加的丰富多彩。

关键词：节日营销； 电商行业； 营销策略； 发展策略

Abstract

Nowadays, e-commerce is booming. In this context, the marketing models of major e-commerce companies are not limited to the simple traditional sales methods. The traditional marketing and sales methods can no longer adapt to the development of today's e-commerce industry. Major e-commerce companies should also re-position their marketing and sales methods according to their own e-commerce characteristics. Festival marketing, as a very popular emerging marketing method in recent years, has been used appropriately by major e-commerce companies on the basis of traditional marketing theories, and has brought very good sales performance for major e-commerce industries.

Each big electric business platform in order to maintain competitive advantage, not content to marketing, the marketing on top force major holiday, the holiday as a marketing opportunity for electricity industry, is no longer regarded as a new, is very popular in recent years, as we are familiar with the “double a” “ShuangShiEr and other major festivals, consumers buy is also conveniently, and the electricity is made. E-commerce companies use the existing holidays to carry out marketing, to a large extent, for businesses to create a new marketing opportunity, which also makes the e-commerce industry marketing more colorful.

Key words: festival marketing; E-commerce industry; Marketing strategy; The development strategy of

目    录

绪论1

一、电商行业节日营销现状2

（一）节日营销得到重视，竞争日益激烈2

（二）电商节日营销以低价策略为主2

（三）电商节日营销重视传统媒介广告的投入2

二、电商节日营销策略存在的问题2

（一）广告多缺乏品牌理念，广告与品牌难以融合2

（二）广告同质化严重，大多广告宣传缺乏差异3

（三）媒介选择跟风严重，对目标媒介的重视有所下降3

（四）广告竞争策略短兵相接，低价为行业发展埋下隐患3

（五）信息宣传过度，形式性的虚假优惠3

（六）物流及售后服务不周到4

三、电商行业节日营销发展策略5

（一）关注市场5

（二）关注消费者5

（三）关注品牌6

结  论7

参考文献8