Research On The Immersive Communication Of "Double 11 Carnival"

In recent years,along with the rapid development of China's economy and the popularity of the Internet,online shopping has gradually become a new choice for consumers around the world.At the same time,it also provides an opportunity for the development of e-commerce enterprises.On November 11 th,2009,the “Double Eleven Carnival” entered the public's field for the first time.With the emergence and development of ubiquitous networks and new media,the information about the“Double Eleven Carnival” became all-time and no.Absent,omnipotent.Based on the "mimic environment" theory of American scholar Lippmann,Alibaba has re-structured information through various media forms,forming a non-objective and real environment,but an information environment constructed by mass communication to enable consumers.Have a strong sense of "presence" and immerse yourself in the various consumer scenarios built by the merchant.The popularity of “Double Eleven Carnival” is not only a unique phenomenon of commercial activities,but also a new breakthrough in communication: “Double Eleven Carnival” is how to build a network promotion into a national participation and all the people.Carnival festival? What are the communication elements behind the “Double Eleven Days” immersive communication? Through what kind of communication process,“Double Eleven Carnival” can finally achieve the effect of“immersion”? How should the “Double Eleven Carnival” respond to problems in communication and achieve better communication results?This paper will focus on the above problems,with the "Double Eleven Carnival" as the specific research object,using literature analysis method,case study method and comparative research method to carry out research and analysis.The theoretical viewpoint of "distraction communication" by communication scholar Li Wei is chosen as the theoretical basis of this paper.First of all,a detailed interpretation of the elements of communication of the "Double Eleven Carnival",namely external demand elements and internal production factors.Secondly,the analysis of the process of the “Double Eleven Carnival” is precisely the result of the merchants' accurate re-positioning after the consumer's constant repositioning,so that consumers will fall into the “long-term,high-frequency propaganda”.Immersed in the state.Then,from the macro and micro levels,the effect of the immersive communication of the “Double Eleven Carnival” is analyzed.Finally,constructive comments on the problems existing in the current e-commerce platform in the process of communication to achieve further development.