Research On Network Holiday Marketing From The Perspective Of Communication Ritual

With continuous innovation and rapid development of online shopping and mark eting, online marketing has become an important means festival electricity providers to day to snatch market share. Since 2009, the first two-eleven Taobao shopping carnival, Jingdong 618,520 and other network-US holiday emerging. The great success of the festival and a variety of issues has brought widespread attention, especially around th e net annual festival, the electricity supplier’s marketing communications activities is t o become the focus of discussion. Limitations Currently, there are many articles about network marketing festival, made some achievements in these studies, while there is also a lack of social perspective or other aspects of the whole process of rendering.This article from the perspective view of the spread of the ceremony, two-elev en Taobao shopping carnival is the case, try to discover this festive ceremony in the network, people share what kind of meaning and value, but also a sense of how to s hare, to achieve socio-economic and cultural maintained. Firstly, the method of content analysis of network language holiday symbols, visual symbols, visual symbols, a typi cal scenario for statistical analysis, network rendering festival characterization of realit y; and then the process of selecting and shaping the festival, ritual, ceremony The rol e of ritual sharing of meaning, which is a kind of ritual, such as latitude explain the m to discover the meaning of these symbols of the construction process, and how the sense of a shared basis, the maintenance of network-centric marketing festival social functioning and development of the industry.The study found that electricity suppliers on the basis of consumer shopping ne eds and emotional needs, through a set of symbolic notation system performances in consumer groups formed within a unified language, pace and order, agreement meanin gless. Performance is not just the price of the electricity supplier information, the mos t important thing is to participate in the ceremony of the resulting sense of belonging, self-expression and fun, consumers make purchases through participation in the cerem ony, at the same time to get the physical attributes of goods, get emotional and psyc hological satisfied. Network festival in collaboration with all participants, has been ele vated from mere consumption to lifestyle, transformed into a focus on the release of material and emotional needs of ceremony and ritual by the media as a force of influ ence and constructed within the radiation range of electrical social forces involved in the industrial chain business, brands, consumers, logistics, banking, etc., in the current business environment formed a huge economic and ecological communities, affecting the socio-economic structure and consumer attitudes, cultural aesthetic, etc. developmen t of.In this paper, the spread of ritual view as the theoretical basis for the study of n etwork marketing activities festival opens a new perspective. Through the process of i nterpretation of the complete presentation ceremony and meaningful holiday in analytic network marketing activities, expectations aid experience Taobao shopping carnival do uble eleven, provide some inspiration for other electricity providers festival marketing of standardization and order.