论文总字数：34057字

摘 要

现如今,伴随着移动互联网的高速发展,电子商务在中国快速兴起并呈现蓬勃发展之势。纵览目前中国的电商平台如天猫、京东、苏宁等迅速崛起,人们越来越倾向于在这样的电商平台里购物。并且电商平台为增加营销效果，利用各种节日来造势营销。如“双十一”就是节庆营销最成功的例子。此外，中国智能手机市场已经到了快速发展的阶段。智能手机产品更新换代快、技术门槛低、行业竞争激烈，这一状况使营销能力成为了商家在市场上发展致胜的重要手段。因此,商家不断根据市场和消费者的变化而构建营销策略，不同商家之间的差异化策略成为了核心卖点。

本文以“双十一”购物狂欢节为例，选取天猫商城中智能手机的旗舰店为研究对象，其中，通过调查双十一手机品牌相关数据排行榜，选取前几名且具有典型研究意义的华为、OPPO、苹果为对比研究的案例，以对比分析这三类智能手机的营销策略为目的。此外，差异化营销还体现在不同平台之间，因此，还以天猫平台和京东平台为例，用多维度分析法和SWOT分析法来对比天猫和京东在手机营销方面的差异。

本文首先对“双十一”电商平台营销特点进行分析，然后对“双十一”近年来电商平台营销概况进行简要介绍，并引出“双十一”电商平台中手机营销的概况。再集中详细分析“双十一”手机营销活动，分别从活动前期、中期以及售后期进行分析。

接着，本文重点集中于天猫平台主要卖家手机营销策略的对比分析。先根据天猫双十一手机品牌相关排名榜单来选择华为、OPPO、及苹果作为研究案例。然后分别从产品策略、价格策略、促销策略来对比研究他们之间的差异并总结异同点，以便更好地了解营销策略与营销效果之间的关联影响。

最后，分析京东平台和天猫平台在手机营销方面的差异，用多维度分析法和SWOT分析法来对比研究，以期促进营销方式的完善。

关键词：“双十一”；智能手机；差异化营销策略

Comparative study on marketing differentiation strategies of double "eleven" smartphone sellers

Abstract

In recent years, due to the rapid development of the Internet, e-commerce is also developing rapidly on this basis. At present, China's e-commerce platforms such as Tmall, jd and suning are rising rapidly, and people are more and more inclined to use shopping in such e-commerce platforms. In addition, e-commerce platforms make use of various festivals to promote marketing effects. For example, "double 11" is the most successful example of festival marketing. In addition, China's smartphone market has reached a stage of rapid development. Smart phone products update quickly, the technical threshold is low, the industry competition is fierce, this situation makes the marketing ability has become an important means of business development in the market to win. Therefore, merchants constantly build marketing strategies according to the changes of the market and consumers, and the differentiation strategies among different merchants become the core selling points.

In shopping "double a" carnival, for example, selecting Tmall smartphones flagship store in the mall as the research object, and through the investigation of double tenth a mobile phone brand related data list, select top and typical research significance of huawei, OPPO, apple case for contrast research. In addition, differentiated marketing is also reflected in different platforms. Therefore, taking Tmall platform and jd platform as an example, multi-dimensional analysis method and SWOT analysis method are used to compare the differences between Tmall and jd in mobile marketing.This paper first analyzes the marketing characteristics of the e-commerce platform "singles' day", and introduces the general situation of mobile marketing in the e-commerce platform "singles' day".Then, this paper focuses on the comparative analysis of mobile marketing strategies of major sellers on Tmall platform. First, huawei, OPPO and apple are selected as research cases according to the Tmall singles' day mobile phone brand ranking list. Then, the differences between them are compared and studied respectively from product strategy, price strategy and promotion strategy, and the similarities and differences are summarized, so as to better understand the correlation between marketing strategy and marketing effect.At the end of this paper, multi-dimensional analysis method and SWOT analysis method are used to compare and study the differences between Tmall and jd in mobile marketing, so as to promote the improvement of marketing methods.

Key words: "double 11"; Smartphones; Differentiated marketing strategy

第一章 绪论 5

1.1研究背景、目的和意义 5

1.1.1研究背景 5

1.1.2研究的目的和意义 6

1.2研究内容 6

1.3研究方法 6

第二章 相关文献综述 8

2.1网络营销 8

2.2节庆营销 9

2.3网络品牌发展 10

第三章 “双十一”电商平台手机营销分析 12

3.1 “双十一”电商平台营销特点 12

3.1.1 传播媒介多样化 12

3.1.2 集中传播更具针对性 13

3.2“双十一”营销概况分析 14

3.2.1 “双十一”电商平台营销概况 14

3.2.2 “双十一”电商平台手机营销概况 16

3.3“双十一”手机营销活动分析 19

3.3.1前期的宣传 19

3.3.2活动中期营销 20

3.3.3售后期营销 20

第四章 天猫平台主要卖家手机营销策略对比分析 22

4.1天猫“双十一”手机品牌相关排名榜单分析 22

4.2 根据排名榜单选取研究案例 23

4.2.1天猫华为官方旗舰店的营销策略 23

4.2.2天猫OPPO官方旗舰店的营销策略 32

4.2.3天猫Apple Store官方旗舰店的营销策略 39

4.3对比总结三家营销策略异同点 45

第五章 京东平台与天猫平台手机营销对比分析 47

5.1多维度比较分析 47

5.2京东平台手机营销SWOT分析 48

5.3天猫平台手机营销SWOT分析 49

第六章 相关研究结论 51

参考文献（References） 53

第一章 绪论

1.1研究背景、目的和意义

1.1.1研究背景

（1）电子商务在中国快速兴起并呈现蓬勃发展之势

现如今,中国伴随着社会信息化进程的加快,尤其是移动互联网的高速发展,电子商务作为资本市场的宠儿,在中国快速兴起并呈现蓬勃发展之势。纵览中国的电商平台如阿里巴巴、天猫、京东、苏宁、唯品会等迅速崛起,人们越来越倾向于在这样的电商平台里购物。此外，根据特殊的节日来造节营销，以期达到销售顶峰。如“双十一”就是电商平台造节营销最好的成功例子。

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