购物节预售规则变化趋势及影响因素分析

Analysis of the Trends and Infl uencing Factors of the Advance Selling Rules of Shopping Festivals

近年来,预售模式在电商购物节中扮演着重要角色,具有延长销售时间、缓解库存压力和加快资金周转等特点,尤其在提升销售额和增强品牌忠诚度方面效果显著。然而,随着时间推移,对于预售模式的质疑声也逐渐出现。鉴于这一情况,2024年淘宝天猫宣布取消618购物节的预售环节。尽管如此,预售作为电商领域的主流营销模式之一,其影响力依然不可忽视。随着市场环境的变化和科学技术的进步,未来在该领域仍蕴含着丰富的探索空间和可能性。为了全面了解其发展历史与特点,帮助平台、商家和消费者有效决策,本文分析了平台预售规则变化的影响因素,对平台、商家和消费者进行了SWOT分析,探索了政策变化存在的原因、趋势、影响以及未来的发展方向等,以期为平台和商家及时了解市场环境变化趋势、有效制定对策提供依据,也为合理消费提供参考。

In recent years,presales have played a crucial role in e-commerce shopping festivals,offering benefits such as extended sales periods,reduced inventory pressure,and accelerated cash fl ow.Notably,presales have been highly eff ective in boosting sales and enhancing brand loyalty.However,over time,doubts about the presale model have surfaced.In response,Taobao and Tmall announced the cancellation of the presale phase for the 2024"618"shopping event.Despite this,presales remain a dominant marketing strategy in e-commerce,with undeniable infl uence.As the market environment evolves and technology advances,there is still significant room for exploration and innovation in this area.To fully understand the history and characteristics of presales and assist platforms,merchants,and consumers in making informed decisions,this paper analyzes the factors infl uencing changes in platform presale rules.It conducts a SWOT analysis of platforms,merchants,and consumers,exploring the reasons,trends,impacts,and future directions of policy changes.The aim is to provide platforms and merchants with insights into market trends,helping them devise eff ective strategies,while also off ering guidance for informed consumer behavior.