天猫“双11”商家营销环境分析及对策

Tmall "Double 11" Marketing Environment Analysis and Counter-measures

天猫"双11"已经成为中国的网购狂欢节,许多商家想借此发力,但营销效果好坏不一。基于SWOT方法分析了"双11"的营销环境,提出了4P营销组合策略,便于利用优势、抓住机会、消除劣势和规避威胁。并以PUM A为例,验证了该营销策略的有效性。

Tmall ' double 11' has become the online shopping carnival in China.Many companies want to market for this day business,but the effect is not always positive.Based on SWOT analysis of the ' double 11 ' marketing environment,the 4P marketing combination strategy is proposed,to take advantages,seize opportunities,and eliminate weaknesses and threats.Taking PUMA as an example,the marketing strategy is proved to be effective.