摘 要
随着互联网技术的不断革新进步，电子商务发展的步伐日益加快，网络技术与传播策略的融合催生了电商购物节。2009年，淘宝商城将中国人的节日情节与特卖模式结合起来，首创属于消费者的“双十一”购物节，目前“双十一”已成为中国电商购物节的代名词。京东“6·18”购物节、乐视网“乐迷节”、苏宁易购“O2O购物节”，使电商购物节更加丰富多彩。世界的新实践需要学术研究的密切跟踪，也给本人硕士论文选题提供了素材。本文以传播学理论为基础，结合电商购物节案例，研究了电商购物节的发展历程，分析了“双十一”“6·18”等重要电商购物节的传播策略，探讨了电商购物节的特点、优势以及存在的问题，从传播学的角度提出了优化电商购物节传播策略的可行性建议，希望对电商购物节的研究和完善有所裨益。
本文共分为五个部分。第一章引言部分介绍了选题的目的、意义及国内外研究情况，目前传播学视角下对电商购物节的研究较少，本文将以此视野系统地研究电商购物节传播策略。
第二章电商购物节的发展及现状，分析了网络电商在我国的发展历程。在分类上，按照节日命名可分为数字类、产品类、自定义类。在特点上，电商购物节具有议程设置强势化、信息传播精准化、传统媒介解构化、集中集约集合传播等特点。
第三章电商购物节的传播策略，首先分析了电商购物节的理论基础，随之研究电商购物节传播策略，包括分析传播环境、精准传播定位、打造品牌符号、创新用户体验等。
第四章电商购物节传播策略的案例研究，选取淘宝“双十一”、京东“6·18”等电商购物节进行传播者、媒介、受众，信源、信息、信宿的实证研究。
第五章讨论电商购物节营销传播的优势及存在的问题，并提出电商购物节营销传播的对策建议，包括优化议程设置、改善用户体验、创新传播模式、引入社交活动、巩固品牌优势、培育消费文化等方面。
希望通过本文的创新性研究，对从传播学视角认识和对待电商购物节有所裨益，促进这一“节日”的发展。
关键词：电商；购物节；传播策略
Abstract
With the constant innovation of Internet technology progress, quickening the pace of the electronic commerce development, the integration of network technology and communication strategy gave rise to the electricity shopping festival. In 2009, Taobao mall was the Chinese festival of the plot and sale mode, which was the first belongs to consumers “11•11 Shopping Carnival”. At present, the “double 11” has become the pronoun of China electric commercial shopping festival. JD’s “6•18 shopping festival”, Le TV’s “Le Mi festival”, Su Ning E-commerce’s “O2O shopping festival”, making the electricity shopping day more colorful. The new practice in the world needs to track for academic study closely, and also provides material for my master’s thesis topic. This paper is based on the communication theory and combined with electric commercial shopping festival case, studies the development of electrical business shopping section, analyzes the “11•11 Shopping Carnival”, “6•18 shopping festival” and other important mall shopping mode of transmission, discusses the characteristics, advantages and existing problems of electricity shopping festival, puts forward the feasibility suggestions to optimize shopping festival’s communication strategy from the angle of communication theory, giving benefi ts to the study and improvement of electrical shopping festival.
This article is divided into five parts. The first chapter is the introduction part which introduces the selected topic, significance and research situation at home and abroad. Now, there is not so many papers to study electrical shopping festival in the communication perspective, but this article will use this perspective to systematically study communication strategy of the electrical shopping festival.
The second chapter is “the development and status of electrical business shopping festival”, and analyzes the electricity network in the development of our country. On the classifi cation, business shopping festival can be divided into the number type, the product type and custom type according to the holiday names. On the characteristics, electricity shopping festival contains the characteristics of the strength of agenda-setting, the precision of news transmission, deconstruction of traditional media and concentrated intensive collected communication.
The third chapter discusses the communication strategy of electrical business shopping festival. First, paper analyses the theoretical basis of the electric business shopping festival. Then paper talks about the electric commercial shopping festival communication strategy, including the analysis of communication environment, transmission’s accurate positioning, brand symbol’s creation, and user experience’s innovation.
The fourth chapter studies the case study of electricity shopping festival in transmission mechanism, which selects “double 11”, “618” and other electrical shopping festival for research of disseminator, audience,media,informationsource,information,and obtaining-information empirical.
The fifth chapter discusses the marketing communication’s advantages and existing problems of electrical shopping festival and puts forward the marketing communication’s suggestions of electrical shopping festival, including optimizing agenda-setting propagation mode, improving the user experience, innovating communication mode, introducing social activities, consolidating brand advantage and cultivating the consumption culture, etc.
Hope this article’s innovative research can benefit for understanding of communication studies and electrical business shopping festival, promoting the development of the “festival”.
Key words：Electricity suppliers; Shopping festival; Communication strategy
目 录
CONTENTS
第一章 引言 ..............................................................................................672(www.xing528.com)
1.1 选题目的及意义 .....................................................................................................672
1.2 研究现状及趋势 .....................................................................................................674
1.3 研究思路及方法 .....................................................................................................675
第二章 电商购物节的发展及现状..................................................................677
2.1 网络电商在我国的发展历程 ............................................................................677
2.2 电商购物节的由来及发展 .................................................................................678
2.3 电商购物节的类型 ................................................................................................682
2.4 电商购物节的传播特点 ......................................................................................683
第三章 电商购物节营销传播策略..................................................................685
3.1 电商购物节营销传播的理论基础 ..................................................................685
3.2 电商购物节的传播策略 ......................................................................................687
第四章 电商购物节传播策略的案例研究 ........................................................690
4.1 淘宝“双十一”购物节 ......................................................................................690
4.2 京东“6·18”购物节 ........................................................................................692
4.3 其他电商购物节 .....................................................................................................694
第五章 电商购物节营销传播的问题及对策建议 ..............................................696
5.1 电商购物节营销传播中存在的问题 .............................................................696
5.2 电商购物节营销传播的对策建议 ..................................................................699
结 语 .....................................................................................................706
参考文献 .....................................................................................................707
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