Marketing And Communications Of "Double 11" Based On Communication

With the appearance of the internet era,the Electronic Business(EB)came into being."Double 11" as the most influential shopping festival of domestic EB,attracting millions of businesses and consumers involved,which directly stimulate the consumption and traditional shopping model.Nowadays,as the "Double 11" is becoming the most profitable shopping spree,it bring more and more big influence upon society.People are infected by the carnival atmosphere of the "Double 11" and frantically involved in the consumer activities of "Double 11",which creating a consumption myth of "Double 11".Under the enormous force of the internet promotion,the false discount information also got a much-hyped operation.Therefore,it is imperative for exploring the propagation phenomenon of "Double 11",in order to understand its marketing communications methods and to explore a reasonable promotion method with utilization of new media by business.This thesis mainly focuses on the marketing communications of "Double 11",and strives to analyze the marketing method of "Double 11" based on the communication theory,which to explore the impact of marketing approach of "Double 11" on consumers.As well as,in the face of strong promotion of EB,how do we respond and think about it.This thesis is divided into four parts to analyze and discuss.In the first part,the relationship between big influence of "Double 11" and new media communication is stated first.And then,it has dramatic economic impact for "Double 11" by utilization of new media communication,but brings a very serious risk at the same time.Finally,this part establishes a clear background for the subsequent discussion based on amplification of discount promotional information and false discount informationIn the second part,based on the mass communication theory,the marketing method of "Double 11" is reviewed and discussed.Then,the application of communication theory in the marketing of "Double 11" is explored.The reason why people are deeply attracted to participate in the "Double 11" is finally explained.In the third part,the marketing characteristics of the "Double 11" are listed first.Compared to the "Black Friday",which is the United States large-scale promotional activity,the reasons of big influence of "Double 11" are analyzed.And finally,the carnival nature of "Double 11" is presented.In the fourth part,the double-edged sword effect of "Double 11" marketing communications is pointed out.Whether the marketing of "Double 11" achieved success or the "Double 11" stimulated the traditional consumption,it is conducive to economic transformation.However,through the new media to promote the "Double 11" so that the communicating effects have a substantial increase,which will cause greater influence whether it is the real or the false promotion.And the business should provide a truly credible marketing promotion to avoid false information,and we should also understand the promotion methods of EB,rational participation in the "Double 11" shopping activities.