企业购物狂欢节品牌的形成和成长机制——基于阿里巴巴“双十一”全球购物狂欢节的案例研究

The Formation and Growth Mechanism of Online Shopping Carnival Brand:A Case Study Based on Alibaba Double 11 Shopping Carnival

本文以阿里巴巴"双十一"全球购物狂欢节(简称"双十一")为研究对象,采用案例研究方法,基于品牌生命周期理论及品牌成长影响因素的相关研究,探索了影响购物狂欢节品牌形成和成长的因素,从动态视角构建了购物狂欢节品牌形成和成长机制的理论模型。研究发现:(1)技术环境、行业环境以及消费环境影响企业自身拥有的或需要构建的商业生态资源以及支持商业生态的技术能力。(2)企业所处的外部环境以及企业自身资源决定企业创建和发展购物狂欢节品牌所选择的营销行为,包括健全购物狂欢节品牌外部要素(购物狂欢节名称、设计标志和标识语),以及规划品牌内部要素(细分目标顾客,由此确定营销定位,进而有机组合营销四要素)两方面内容。(3)企业所实施的营销行为推动品牌的形成和成长。

This paper takes the Alibaba Double 11 Shopping Carnival as the research object,uses the case study approach,based on the brand life cycle theory and the related research about influencing factors of brand growth,explores the factors influencing the formation and growth of the shopping carnival brand,and builds a theoretical model of the formation and growth mechanism of the shopping carnival brand from a dynamic perspective.The study finds that:(1)the technological environment,industrial environment,and consumption environment affect the business ecological resources that the company itself possesses or needs to build and the technical capabilities that support the business ecosystem,(2)the external environment of the company and the company’s own resources determine the marketing behavior that the company chooses to create and develop the shopping carnival brand,including completing the external elements of the shopping carnival brand(naming its name,logo and slogan)and planning the internal elements(customers segmentation,then marketing positioning,and the organical combination of 4Ps),(3)the marketing behaviors implemented by the company can promote the formation and growth of the shopping carnival brand.