本文選題：淘寶 + 雙十一狂歡節(jié)　； 參考：《遼寧大學》2014年碩士論文

【摘要】：從2009年首創(chuàng)“雙十一”節(jié)日營銷開始，，淘寶網(wǎng)歷時五年把原本一個普通的日子變成全中國網(wǎng)民每年一度的“網(wǎng)購狂歡節(jié)”，如今淘寶“雙十一狂歡節(jié)”已經(jīng)成為國內(nèi)電商營銷領域的標桿級現(xiàn)象。論文正是基于電子商務快速發(fā)展的大背景，對淘寶這一熱點活動營銷進行研究。文章認為淘寶網(wǎng)之所以能夠在“雙十一狂歡節(jié)”營銷活動中取得銷售業(yè)績上的巨大成功，首先這與其自身擁有的強大平臺優(yōu)勢密切相關，淘寶建立了中國最大的電子商務交易平臺、最大的網(wǎng)購消費者信息資料數(shù)據(jù)庫，同時淘寶在每年的雙十一活動前期準備充分，通過網(wǎng)內(nèi)網(wǎng)外各種渠道與媒體進行了大量無縫宣傳推廣；活動本身又采用各類商品大幅降價等營銷手段來吸引消費者進行網(wǎng)購，從而創(chuàng)造網(wǎng)購奇跡；此外在近年來的“雙十一狂歡節(jié)”中，淘寶還創(chuàng)新營銷模式，開啟了全新的C2B、O2O等網(wǎng)絡營銷新模式應用，這些都成為淘寶營銷成功的關鍵因素。 縱觀國內(nèi)各類電子商務營銷活動，無論從參與度、交易額還是知名度等哪一方面來看，“雙十一狂歡節(jié)”作為電商造節(jié)營銷的典型代表都已經(jīng)成為淘寶的一個有力品牌，如何做好該品牌活動的維護與提升也已成為今后一段時期內(nèi)淘寶“雙十一狂歡節(jié)”工作的重點。就目前形勢來看，做好“雙十一”活動品牌，淘寶首先要把保障賣家利益作為每次活動的基本前提，活動關鍵是要從各方面努力提升消費者的網(wǎng)購體驗，著眼長遠利益倡導理性消費觀等，同時也要把改善物流等相關配套服務質(zhì)量作為工作重點來進行。 總而言之，伴隨著商品經(jīng)濟的發(fā)展和消費者購物習慣的改變，淘寶“雙十一狂歡節(jié)”必將還會繼續(xù)，電商企業(yè)也應當在相關的營銷活動中認識到自身的優(yōu)勢與不足，同時清楚地意識到只有把平實的商品價格、過硬的產(chǎn)品質(zhì)量和優(yōu)質(zhì)的網(wǎng)購服務三者相結合，才能在未來更為激烈的電商大戰(zhàn)中站穩(wěn)腳跟，取得更大的成功。
[Abstract]:Taobao took five years to turn an ordinary day into an annual "online shopping carnival" for all Chinese netizens, starting in 2009 with the creation of "double Eleven" holiday marketing. Now Taobao "double 11 Carnival" has become the domestic e-commerce marketing field of benchmarking phenomenon. This paper is based on the background of the rapid development of electronic commerce, Taobao this hot activity marketing research. The article thinks that the reason why Taobao was able to achieve great success in the "double Eleven Carnival" marketing campaign is, first of all, this is closely related to its own strong platform advantage. Taobao has established China's largest e-commerce trading platform, the largest online shopping information database for consumers, and Taobao is fully prepared for the annual double Eleven event. Through various channels outside the network and media to carry out a large number of seamless publicity; the event itself uses a wide range of commodity prices and other marketing means to attract consumers to buy online, thus creating a miracle of online shopping; In addition, in recent years, Taobao has also innovated its marketing model in the "double Eleven Carnival", opening a new network marketing model, such as C2BO2O, which has become a key factor in Taobao's success. Throughout all kinds of e-commerce marketing activities in China, No matter in terms of participation, turnover or popularity, the "double Eleven Carnival", as a typical representative of e-commerce festival marketing, has become a powerful brand of Taobao. How to maintain and promote the brand activities has become the focus of Taobao's "double Eleven Carnival" in the future. As far as the current situation is concerned, to do a good job of the "double Eleven" campaign brand, Taobao must first take the protection of the seller's interests as the basic prerequisite for each activity. The key to the activity is to strive to enhance consumers' online shopping experience from various aspects. With the long-term interests in mind, we should advocate rational consumption concepts, and at the same time, we should also focus on improving the quality of related services, such as logistics. In a word, with the development of the commodity economy and the change of consumers' shopping habits, Taobao's "double Eleven Carnival" will certainly continue, and e-commerce enterprises should also recognize their own advantages and disadvantages in related marketing activities, and clearly realize that only plain commodity prices are available. The combination of excellent product quality and high-quality online shopping service will be able to stand firm and achieve greater success in the future more intense e-commerce war.
【學位授予單位】：遼寧大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F724.6

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