“双11”成功背后存在的营销问题及对策研究

从 2009 年独创“双十一”节日营销以来，淘宝网历时九年把本来一个平淡的日子改变为全中国网民每年一度的“网购狂欢节”，现在淘宝“双十一狂欢节”已然成为中国范围内电商营销界的标杆级景象。论文正是基于电子商务飞速进步的大环境，对淘宝这一热点营销活动进行研讨。淘宝还创新开展营销模式，开启了全新的 C2B、O2O 等网络营销新模式利用这些都成为淘宝营销成功的决定性因素。然而产生巨大成功的背后离不开各式各样的营销策略。本文通过对“双十一”成功背后存在营销问题进行研究和分析，而且根据问题提出相对应的对策，目的是为了总结背后存在的营销问题，并寻找对策对电商研究的得与失做出分析，从而在以后的相类似的营销活动中再创佳绩。本文会采用文案研究法、数据分析法以及经验总结的方法进行论证，最终希望能够让平台和卖家消费者能实现三赢，创造更高的社会财富。

关键词：双十一；营销策略；营销问题

Marketing problems and Countermeasures behind the success of "double eleven"

Abstract:Since the original "double eleven" festival marketing in 2009, Taobao network has changed the original day for nine years into the annual "online shopping Carnival" of the entire Chinese netizen. Now, Taobao "double eleven Carnival" has become a landmark of the marketing circle of e-commerce in China. This paper is based on the rapid progress of e-commerce environment, the hot marketing activities of Taobao are discussed. Taobao has also innovated its marketing model and opened up a new network marketing mode such as C2B and O2O, which has become the decisive factor for Taobao's success in marketing. However, the great success can not be separated from all kinds of marketing strategies. This paper studies and analyzes the marketing problems behind the success of "double eleven", and puts forward corresponding countermeasures according to the problems. The purpose is to sum up the marketing problems behind it, and to find the countermeasures to analyze the gains and losses of the e-commerce research, so as to make good achievements in the similar marketing activities in the future. This article will adopt the method of copywriting research, data analysis and experience summary, and finally hope that the platform and the seller will be able to achieve the triple win and create a higher social wealth.

Key words: Double Eleven；Marketing strategy；Marketing problems

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