电子商务平台的节日营销分析-以淘宝“双11”营销为例

摘    要 I·············································I

一、引言···············································1 -

二、电子商务平台的节日营销概述························ 1 -

㈠ 节日营销定义···································· 1 -

㈡ 节日营销研究意义 ···································2 -

三、以淘宝双11促销为例分析节日营销 ················· 3 -

㈠ 利用统计数据进行营销数据分析······················· 3 -

㈡ 淘宝“双11”营销成功的宏观环境分析··············· 4 -

㈢淘宝“双11”营销策略的分析························· 5 -

㈣淘宝“双11”节日营销存在的不足  ····················6 -

㈤淘宝“双11”节日营销问题解决方案 ··················7 -

四、基于电子商务平台的节日营销发展前景预测 ··········· 8 -

㈠ 现今电商开展节日营销面对的竞争和威胁·················8 -

㈡电商节日营销未来战略预测 ··························· 8 -

五、结论··············································10 -

参考文献·············································· 12 -

内 容 摘 要

随着互联网发展日趋家庭化和生活化，电子商务平台的应用和发展更加广泛，如最早成功起来的阿里巴巴，它拥有了传统营销平台没有的优势，信息传递更加快速，交易更加便利，经营成本更加低廉。而淘宝的“双11”活动空前火爆，更是引发了电子商务领域在节日营销节点的激烈竞争，在传统地面促销活动之外，开拓了新媒体领域的营销促销平台。本文将围绕电子商务平台的节日营销进行研究，以淘宝“双11”为例，探讨节日营销的成功原因和策略，并对出现的问题提出解决建议。最后预测电商发展节日营销的策略。