中国节日营销演变及网络新兴节日兴盛研究

Research on the Evolution of Chinese Festival Marketing and the Prosperity of Emerging Online Festivals

节日在中国的发展历史悠久,经历传统节日、现代节日、舶来节日及“双11”“618”等中国原创网络新兴节日,中国积累了丰富的节日营销经验。系统分析中国节日营销演变及成功实践对电商行业可持续发展以及数字经济发展意义重大。分析节日历史演变,聚焦中国节日营销,重点从消费端、供应端和网络端3个层面分析网络新兴节日兴盛成因。总结展望未来节日营销发展趋势,为节日营销健康可持续发展提供参考。

Festivals have a long history of development in China.They have experienced traditional festivals,modern festivals,exotic festivals,and emerging Chinese original online festivals such as"Double 11"and"618",and have accumulated rich experience in marketing Chinese festivals.Systematic analysis of the evolution and successful practices of Chinese holiday marketing is of great significance to the sustainable development of the e-commerce industry and the development of the digital economy.Analyze the historical evolution of festivals,focus on Chinese festival marketing,and focus on analyzing the causes of the prosperity of emerging online festivals from three levels:consumer side,supply side,and network side.Summarize and prospect the development trend of festival marketing in the future,and provide reference for the healthy and sustainable development of festival marketing.