网上购物节周期拉长后顾客感知价值探究——以2020“双十一”天猫购物节为例

Research on Customers'Perceived Value after the Elongation of Online Shopping Festival--Taking the 2020"Double 11"Tmall Shopping Festival as an Example

自2011年天猫推出“双十一”狂欢购物节以来,每年“双十一”,天猫销售额都不断创下新高。在这期间,“双十一”购物节的周期不断变长,2020年的售卖期更是由原来的一轮变为了两轮。虽然从整体来看,天猫2020年“双十一”购物节营业额有了大幅度提高,但是在消费主义的狂欢下,消费者对于拉长周期的两轮售卖期体验如何仍有待考证。本研究以网上节日促销中顾客感知价值体系为基础,从消费者的感知角度,对参与天猫“双十一”不同营销周期时长的消费者的感知价值进行对比,以此探讨“双十一”两轮营销策略的可取程度。

Since Tmall launched the"Double 11"shopping carnival in 2011,the sales of Tmall on"Double 11"have been constantly hitting new record highs every year.During this period,the cycle of"Double 11"shopping festival has been getting longer and the sales period in 2020 was changed from one round to two rounds.Although the turnover of Tmall's 2020"Double 11"shopping festival has increased signifi cantly from an overall perspective,it remains to be seen how consumers feel in the two rounds of the extended sales period under the carnival of consumerism.This study compares the perceived value of consumers who participate in different marketing cycles of Tmall's"Double 11"from the perspective of consumers'perceptions so as to explore the desirability of the"Double 11"two-round marketing strategies.