电商造节营销问题研究分析 ——以淘宝双十一为例

论文总字数：21549字

目 录

1 绪论···················································1

1.1 研究背景与意义························································1

1.2 研究框架······························································2

2 文献综述···············································2

2.1 研究现状···························································2

2.2 总结······························································4

3 电商造节的营销手段与缺陷——以淘宝“双十一”为例·········4

3.1 淘宝双十一的由来与发展···············································4

3.2 淘宝双十一的优势与隐患···············································5

3.2.1 淘宝双十一营销的成功之处·······································5

3.2.2 淘宝双十一的隐患··············································5

4 研究方法···············································7

4.1文献研究法··························································7

4.2问卷调查法··························································7

4.2.1 问卷设计·····················································7

4.2.2 描述性统计分析··················································7

4.2.3 相关性统计分析··············································9

4.3 研究结论····························································14

5 对策与建议·············································14

5.1 加强价格监管与质量管控··········································14

5.2 严格监管与处罚电商刷单行为········································15

5.3提升售后服务质量，加强物流保障·································15

5.4不断创新广告宣传，营造节日氛围···································16

6 结束语·················································16

参考文献·················································16

附录·····················································18

致谢·····················································19

电商造节营销问题研究分析 ——以淘宝双十一为例

姓名：孙瑶

学校：,China

Abstract：With the rapid development of the economic level, the demand of consumers for shopping is also increasing. Under the customer's shopping needs and consumer incentives, online shopping is gradually developing. To attract consumers' attention, the merchant adopts various marketing strategies. In recent years, the "Making Festival" marketing strategy has been widely applied and fruitful.

     “Making Festival” satisfies most of modern consumers’ pursuit of novelty psychology and caters to many people’s consumption habits to a certain extent. However, once “Making Festival” goes to extremes, it will lead to many problems:

For example, the endless "market-making" marketing is extremely easy to fall into the "repeated" misunderstanding, and all kinds of promotional methods also make consumers dazzled. And price reductions and promotions are mostly “backstage” manipulations, and there may be behaviors of brush orders and false price promotions, as well as excessive emphasis on discounts and ignorance of product quality, which seriously endangers the legitimate rights and interests of consumers.

E-commerce “scratching” network marketing is a double-edged sword. This article through the study of the classic case of Taobao Shuang 11 and using research methods such as consulting literatures and questionnaires, after SPSS data analysis, the conclusions are drawn. It was confirmed that only by perfecting the supervision system, establishing a strong logistics support, improving the after-sales service quality, and innovating advertising campaigns, can the e-commerce “stab-making” network marketing develop soundly in order to create a healthy network marketing and shopping environment.

Key words: Internet Marketing; E-Commerce Festival; E-commerce Platform; Taobao Double Eleven; Returns

1、绪论

1.1研究背景与意义

电子商务的快速发展给网络市场带来了巨大的商机,网上购物成为消费者越来越重要的选择。电子商务竞争日渐激烈的过程中,店家不断根据消费者和市场的改变而创新营销策略,争夺客户与市场。

利用节庆进行营销也在近几年成为了商家最热衷的营销模式之一。一方面商家利用一些传统节日比如春节、中秋节等进行营销,或者炒热国外节日如情人节、万圣节等来吸引消费者,而另一方面,店家又不停地创造一些有网络和时代特色的新节日来增加营销热点,即造节营销。电商造节可以迎合国人的“过节”心理，吸引年轻的消费群体，同时扩展新兴市场。

如此营销虽然可以给电商平台带来更多的客户与关注度, 但电商平台的节庆营销带来销量成倍增长的同时, 也涌现了许多的问题与隐患：

比如每到网络购物街各个商家都会提前推出了多种预售模式和代金券，让本来就需要货比三家的消费者花费更多额外的时间考虑哪家的折扣更大。有哪些代金券是可以跨店使用，又哪些产品是参与满减的。这些问题都严重影响了消费者的购物体验，太多的套路使消费者眼花缭乱。

其次虽然电商平台会要求所有参加活动的商家都做到“真折明扣”，但仍有部分商家虚抬价格后打折，折后价格甚至比以往平常的价格还高。甚至有小部分商家趁节庆间出货量激增出现了一些以次充好的恶劣现象。严重侵害了消费者的合法权益，也造成了退货潮以及消费者的信任危机。由于国内物流系统的不足，电商无法应对如此大的物流量，因此到货时间过长，暴力物流致使商品损坏，到货之后发现已过无理由退货期等问题频发。而在大量的消费者对物流与产品有不满情绪时，低效的售后服务往往不能及时圆满的解决消费者的问题，这导致了顾客与商家以及平台的矛盾日益加深。

节日低价促销获得的利润毕竟是暂时的，电商造节的网购狂欢要想一直狂欢下去，就必须要更注重营销方式的创新，时刻保持消费者的新鲜感；注重促销手法的多元与整合，提升用户消费体验；同时把消费者权益的保护视为重中之重。

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