The Topic Research Of "Double Eleven" Based On The Agenda-Setting Theory

Electronic business as a revolution subverts the previous competitions, it has influenced the consumers’shopping habits and ways, and created many commercial myths. One of the most eye-catching is the "Double Eleven Online Carnival". Domestic scholars rarely use the Agenda-Setting Theory to explore "Double Eleven" topic. This dissertation chose electronic business to combine with the classic communication theory, to analyze electronic business and the market form in the future from the perspective of communication studies. It enriches the study of the major categories, also, provides a new way of thinking about the development research of e-commerce, and broadens its scope. At present many E-commerce businesses keen to create a festival atmosphere, this research also provides certain reference for how to successfully do it.This research includes a detailed account on the trajectory of "Double Eleven" for six years. It illustrates a key observation on the "Double Eleven" in 2014, recording its advance publicity plans and strategies, activities of the situation in detail, and an activity summary of Alibaba Group and its further development direction. In the last chapter, the dissertation combines the practice and theories to explore the Agenda-Setting Theory of "Double Eleven". Alibaba Group using new media resources to advertise the festival. Because the existing relevant materials are not comprehensive, it is hard to guarantee that data are detailed and conclusion is rigorous. Even like this, this dissertation tries best to state clearly ideas and thoughts, and justify the arguments.