A Study On The Representation Of "Online Shopping Carnival" In The Perspective Of Consumer Society

In November11,2013, the’ Double eleven online shopping carnival’ hosted by the Electronic Commerce which created a new round of the sales miracle initiated my reflection about self-created carnival. The author thinks, the self-created carnival as a business for the purpose of profit, by a group of identifiable social groups to create, get social recognition in a small range and a relatively short period of time, makes a part of people in certain conditions be fearless joy, freedom and equality of the festival. It happened in the cultural gene, is due to the existence of the "Chinese holidays-lively--consumption" chain of psychology; the policy is the "cultural stage, economic singing" slogan and catalytic reform Chinese holiday system, and its evolution, after "Adorable bud","transition","combined with the" three period, the final and the "online shopping" become attached to, to create "online shopping carnival" sales miracle.In this paper, I mainly in the "double eleven online shopping Carnival" as an example, and the theoretical background of Baudrillard’s consumer society "simulation and temptation", the Carnival "online shopping" platform communicators--business, media--Internet, communication content-discount goods, the audience-online shopping person characterization of Research, the following opinions:Dealer inventory pressure and original idea oath and traditional retailers share based on, through a variety of marketing mode, in order to "online shopping Carnival" as "November11th" this day assignment, the assignment than even the November11th natural meaning is "true". While online shopping, which appears to be electric woven into the profit in the game by the temptation, in the process to complete the "Seckill" goods, in addition to the observed Linlang discount utility as the article itself contains, also captures the meaning of these discount system--which make online shopping produce is participate in the "big party" pleasure, and becomes a powerful props self construction of online shopping, online shopping will differentiate themselves, resulting in a "housewife","Bachelor" and "enterprising" three state of mind, and in the "online shopping Carnival" this "summit" reached their goal.