电商行业节日营销策略研究

XCLW54620  电商行业节日营销策略研究  (字数：9486)

摘  要

自1994年互联网开始进入中国，互联网技术经过此后几年的不断发展，电子商务产业也应运而生，出现在市场上较早且在当时有一定知名度的的电商平台有淘宝网、当当网、聚美优品、乐峰网、1号店、拉手网等，随着电商行业的发展和优化，整个市场的格局也发生了翻天覆地的变化，其中有些平台被并购，有的淘汰出局被新的电商平台所取代。在各电商平台激烈的角逐下，电商行业以他独特的商业模式、便利的购物体验以及突出的性价比等优势不断被消费者青睐甚至依赖，成为消费者购物的核心渠道。据艾媒网统计，2018年移动电商用户规模达5.1亿人，增长8.2%，2019年预计增长至5.5亿人，电商市场趋于饱和，呈平稳发展态势，电商行业已由一个巨大的增量市场演变为一个存量市场，各电商平台为了抢占更多的流量以及促进老用户复购，纷纷在传统节日和电商自制的节日里通过眼花瞭乱的营销活动和广告去抢占消费者的眼球。目前各平台常用的营销活动有秒杀、买赠、限时购、满减、优惠券等方式，节日营销的手段有流量广告、内容营销、联合活动等，但因网购人群绝大部分还是以善于尝试新鲜事物的80后、90后甚至00后为主，如果总是一成不变的套用老路数，难免有用户疲软的一天，所以不断探索创新的营销方式才会构建一个健康良性的电商生态环境。

【关健词】：电子商务、节日营销、营销策略

summary

        Since the Internet began to enter China in 1994, the Internet technology has been developing continuously for several years, and the electronic commerce industry has also come into being. There are some well-known electronic business platforms in the market at that time, such as net, Dangdang, Lei, Le Feng, No. 1 store, and handle network. With the development and optimization of the electricity supplier industry, the pattern of the whole market has also occurred. Tremendous changes have taken place, some of which have been acquired by mergers and acquisitions, and some have been eliminated and replaced by new e-commerce platforms. Under the fierce competition of various e-commerce platforms, the e-commerce industry has been favored and even relied on by consumers with its unique business model, convenient shopping experience and prominent cost-effective ratio, becoming the core channel of consumer shopping. According to AI MediaNet statistics, the scale of mobile e-commerce users in 2018 reached 510 million, an increase of 8.2%. In 2019, it is expected to grow to 550 million people. The e-commerce market tends to be saturated, showing a steady development trend. The e-commerce industry has evolved from a huge incremental market to a stock market. In order to seize more traffic and promote the re-purchase of old users, various e-commerce platforms have made themselves in traditional festivals and electricity companies. Holidays grab consumers'attention through eye-splitting marketing campaigns and advertising. At present, the marketing activities commonly used by various platforms include spike killing, buying gifts, limited time purchase, full reduction, coupons and other means. Holiday marketing means traffic advertising, content marketing, joint activities, etc., but most of the online shoppers are dominated by 80 or 90% of those who are good at trying new things. If the number of old ways is invariably fixed, it will be hard for users to have a weak day. Therefore, only by constantly exploring innovative marketing methods can we construct a healthy and benign eco-environment of e-commerce.

目录

一、绪论

1.研究缘起………………………………………..……………………………….5

2.研究的意义………………………………………..………………………......5

二、理论概述

1.电商节日的定义………………………………………..……………………6

     2.电商节日营销的定义………………………………………..…………….6

三、电商行业节日营销现状分析及趋势

1.电商节日营销的行业现状………………………………………..…..7

2.电商节日营销的问题分析………………………………………..…..8

3.电商节日营销的发展趋势………………………………………..…..9

四、电商行业节日营销基础策略三要素

1.人群策略………………………………………..……………………………..10

2.产品策略………………………………………..……………………………..10

3.渠道策略………………………………………..……………………………..11

五、电商行业节日营销策略建议

1.以创意为驱动………………………………………..……………………..12

2.结合节日内涵………………………………………..……………………..12

3.全域营销，无界联动………………………………………..………….12

4.精细化运营，提升服务量………………………………………..…..13

六、研究结论………………………………………..………………………………….14

参考文献………………………………………..………………………………….15