Analysis Of GM Company's "Double 11" Promotion Of 2015

Nov.11 th promotion has gradually become the most popular festival among consumers,as well as the day valued more by merchants.It is indicated in data issued by Chinese electronic commerce center that the sales volume of Nov.11 th has increased from 52 million RMB in 2009 to 122.937 billion RMB in 2015.The consumers focus increasingly on Nov.11 th,which has become an excellent opportunity for e-commerce enterprise to improve brand popularity.A successful Nov.11 th promotion can not only help enterprise improve the sales volume,but also develop brand marketing activities in the process in order to improve the exposure rate of brand in front of consumers,which on the one hand improves the loyalty of old clients about brands,on the other hand explores more potential consumer groups.As a result,the influence generated by Nov.11 th is certainly greater that the profits brought about by added sales volume on that day.The thesis takes the promotion of GM in Nov.11 th in 2015 as research case.At first,the thesis reviews the work done by enterprise in early period of promotion through introducing cases including confirming promotion theme,advertising promotion in early period of activity,selection of promotion instrument,and promotion acquired in later stage.Later,targeting at price strategy,advertisement,promotion instrument,experience marketing and consumer behavior of GM Company in Nov.11 th,2015,the thesis makes analysis and systemizes problems arising in each link of GM company and finds reasons resulting in problems combined with investigation questionnaire results of consumers.In the end,through above analysis,the thesis summarizes the success and deficiency existing in promotion of GM Company Nov.11 th,2015 and proposes improvement suggestions.The promotion activity in Nov.11 th,2015,GM Company has made certain achievements through reasonable application of promotion strategy.But it is found through study that compared with competitors,there are still some insufficiencies existing in price strategy,advertisement,selection of sales promotion instrument and the application of O2 O pattern: 1.Insist in low price strategy,which is unfavorable to long term development of enterprise;2.Insufficient advertisement promotion;3.Lack innovation in selection of sales promotion instrument;4.Potential problems existing in external and internal environment of O2 O pattern;5.The study over consumers psychological factors and personal factors is favorable for enterprise to formulate promotion strategy;...