淘宝“双十一购物节”网络营销成功之道与改进对策

Taobao’s"Double Eleven Shopping Festival":Success Factors and Improvement Strategies

随着互联网环境的逐渐成熟,新生代网民成为了互联网营销的主攻对象。在开放包容的社会氛围中,消费文化的多样化为"造节"营销的可行性提供了温床。淘宝"双十一"购物节就是典型的范例,平台在"双十一"与"购物"之间架构反射性联系,形成消费者共识,并通过沉浸式体验的打造,构筑新的消费理念;并在节日前期大幅宣传造势、制定低价策略诱导消费。庞大的交易额背后,"双十一"营销策略中的诸多问题也日渐显露出来。比如疯狂促销所引发的非理性消费行为,节日前后销售空白期的出现、商品质量、物流配送问题等等。与此同时,平台无止境的"造节"行为也在逐渐消耗用户的耐心。"双十一"网络营销需要有针对性改进对策。探究符合淘宝自身特色的市场竞争机制,扬长避短,才是长久之计。

With the maturity of the Internet environment,the new generation of Internet users have become the main target of Internet marketing.In an open and inclusive social atmosphere,the diversification of consumer culture provides a hotbed for the feasibility of"festival"marketing.Taobao’s"double eleven"shopping festival is a typical example.The platform constructs a reflective connection between"double eleven"and"shopping"to form a consumer consensus,and constructs new consumption concepts through creating immersive experience.In the early period of the festival,there are large scale publicity campagne,marketing its low price strategy to induce consumption.Behind the huge transaction volume,many problems in the"double eleven"marketing strategy surfaced.For example,the irrational consumption behavior caused by the crazy promotion,the emergence of the sales gap period before and after the festival,as well as quality and logistic problems.At the same time,the platform’s endless creation of numerous festivals is also gradually wearing out the user’s patience."Double Eleven"online marketing needs targeted improvement measures..It needs to explore a market competition mechanism in line with taobao’s own characteristics and make the best of its strengths while avoiding its weaknesses.