The Research On E-commerce Festival Phenomenon In The Perspective Of Consumer Society

Nowadays society has entered into a consumer society surrounded by objects,the symbolic value of commodities gradually goes beyond its use value and becomes the object of consumption.At the same time,the boom of online shopping is rising,which stimulates the consumption desire of the masses,and the consumption culture characterized by symbols is more visible in the virtual network world.Based on this macro background,from the perspective of sociology and communication studies,this study with Baudrillard's "simulation" and "temptation" as the theory,will research the phenomenon only appeared to new era——"e-commerce Festival",which aims to clarify the relationship between consumer society,e-commerce festival and consumer demand.This phenomenon first appeared in the United States.In 2009,Taobao mall created the first domestic network shopping "double eleven".And in a few short years,it became the key marketing strategy in the electric business war.It is not only a market promotion method,but also a cultural consumption mode of "cultural building and economic singing",which is driven by the traditional psychology of "festival--celebration--consumption" and the Internet pop culture,and it is also the cause of the phenomenon of e-commerce creation.In this phenomenon,as the main body of the festival,e-commerce has two kinds of properties:e-commerce platform and network media.The e-commerce platform has created a virtual "simulation" world through a series of macro and explicit activities,such as the rendering of festival atmosphere,the creation of shopping climax and the sharing of activity results.At the same time,e-commerce also has the potential property of network media,and it forms the main body behind the festival with other media through the significance construction of the festival ceremony,the topic setting of the online shopping,the symbolic seduction of the Internet advertisement and other inactive,hidden activities.The consumer is the object in this phenomenon,which mainly presents the two characteristics of women and young people.They actively participate in Shopping Festival to get cheap benefits,material desires or ritual revelry,and also finally change the consumption behavior because of the upgrading of consumption."E-commerce festival" is not only a marketing tool and market economy phenomenon,but also a cultural consumption phenomenon in a new era.It is of great significance to give it a rational perspective.First,it promotes the upgrading of the industry and industrial chain,the promotion of the development of the social market economy,and the enhancement of the social group's identity.Second,it also has a critique factor from the perspective of consumerism,focusing on the transformation of festivals by e-commerce,which its meaning and connotation have been alienated,media technology has become a tool for manipulating consumers,and shopping spree has exacerbated irrational consumption.Therefore,in the process of creating a festival,e-commerce must set out to create a new model for the future,avoid blindly making festivals,and network media and consumers should stick to the correct consumption concept and advocate rational consumption.