The Research Of E-commerce Festival Marketing Based On The Perspective Of EIMC

In order to maintain a competitive advantage,the festivals as an opportunity to carry out marketing activities has become a hot spot.On the one hand the use of existing festivals for marketing,on the other hand,continue to create new festivals manufacturing marketing opportunities,which make electric business festivals more colorful,but also for my master's thesis selection material.Based on the theory of advertising,communication,marketing and other disciplines.This paper explores the problems in the process of e-commerce marketing under the principle of integrated network marketing,and puts forward feasible suggestions for its innovative path.Research and improvement of the benefits.This paper first introduces the research background,including the research origin,the purpose and significance of the topic,as well as literature review,research methods and content.This chapter tries to clarify the concept connotation of network integrated marketing and electric commerce festivals marketing,clarify the relationship between the two,and discuss the applicability of 4I principle in the process of electric holiday marketing research,lay a solid foundation for the research of this paper.Second,by finishing the analysis of the three major business days Lynx Mall,Jingdong Mall,Suning Tesco 2016 annual electricity business festivals marketing activities to the three major businessmen to focus on creating festivals-day cat double "11" shopping carnival,Jingdong " 618 " anniversary,Suning Tesco " 818 " fever section.For example,from the promotion,advertising,microblogging,WeChat,communication channels and other aspects of the analysis of electric business festivals marketing strategy,the initial establishment of electricity business holiday marketing view TheFrom the 4I Principle,the importance of them in the process of e-commerce marketing,the analysis of consumer psychology and behavior,and the analysis of the relationship between consumer psychology and behavior.The various principles in the electric business festivals marketing experience,in-depth study of electricity business festivals in the process of marketing problems,and then from the perspective of the principle of 4I electric business holiday marketing innovation path to explore.The development of network technology has brought opportunities and challenges for the marketing of electric business festivals.The implementation of the marketing strategy of electric business festivals has been to adapt to the new technological changes,and make full use of the principle of integrated network marketing to provide a more advantageous industry Environment,to provide consumers with a more good shopping experience.