Research On The Marketing Of Taobao’s Nov.11Online Shopping Carnival

Taobao creates the first “Nov.11Online Shopping Carnival” festival marketing in2009, making an originally ordinary day into an annual “Online Shopping Carnival” ofthe netizens of whole nation in5years. There is no doubt that today Taobao’s "doubleeleven Carnival" phenomenon has become a benchmark level of domestic electricitysupplier marketing. The thesis which is based on the background of rapid development ofe-commerce, is focused on “Nov.11Online Shopping Carnival” of Taobao. The articlethinks that the reason why taobao.com is able to achieve great success in the sales of"double eleven Carnival" is that it has a powerful platform as its own advantage. Taobaoestablished the largest online shopping trading platform of China, and the maximumdatabase of online shopping consumers, at the same time during the annual pre-prepareddays, Taobao makes full preparation for “Nov.11Online Shopping Carnival” activities,by doing seamless promotion through a variety of channels and media networks, theactivities attract plenty of consumers by through a favorable price. More consumer onlineshopping, more miracles are going to be. In addition, Taobao also sets up a newapplication model like C2B, O2O and other new network marketing strategies. All thesehave become the key factors of Taobao’s marketing success.Looking at the different kinds of domestic e-commerce marketing activities, nomatter in the participation, the turnover or the popularity,“Nov.11Online ShoppingCarnival” as a typical representative of the festival marketing activities, has become apowerful brand of Taobao, how to maintenance and improve this brand have also becomethe focus of the coming period of Taobao’s "double eleven Carnival" work. According tothe current situation, to make the brand ("double-eleven") better, the first thing forTaobao is to safeguard the interests of the seller as the basic premise of each activity.Secondly, doing all things we can do to improve all aspects of the consumer onlineshopping experience, advocating rational consumption concept and focusing onlong-term interest. All these are really critical. Last but not least, we should also improvethe quality of logistics and other related ancillary services as a priority to proceed.All in all, along with the development of commodity economy and the changing shopping habits of consumers,“Nov.11Online Shopping Carnival” will continue. Thebusiness enterprise should be aware of its own advantages and disadvantages in themarketing activities, while clearly realizes only the combination of the three: the plainprice, the firm product quality and the high quality of online shopping service, can makeit have a firm foothold in a more intense business war, and achieve a greater success inthe future.