Research On The Marketing Strategy Of E-commerce Gala Under The New Media Environment

Under the new media environment,e-commerce marketing is booming,and e-commerce evening party makes it even more powerful.The marriage of e-commerce and TV has injected new vitality into the traditional marketing mode and opened up a new marketing path.In its birth stage,the e-commerce evening party bears a strong commercial property.It is not only the prelude of the e-commerce shopping festival,but also the catalyst for the combination of traditional media and e-commerce platform to expand the economic benefits and influence of both sides.Therefore,the marketing strategy of the e-commerce evening party is also built on a new platform,which is dynamic.In this thesis,the marketing strategy of e-commerce evening party under the new media environment is studied,taking "Jiangsu Satellite TV 99 ceremony" as an example.This thesis is divided into three chapters: the first chapter,mainly on the development of e-commerce evening combing research,and since the first e-commerce evening "tmall double 11 carnival night" opened in 2015,the development and innovation of each e-commerce evening were analyzed and summarized.At the same time,it summarizes the basic characteristics of e-commerce evening party in the development process and the application of relevant marketing strategies embodied by these characteristics.After combing and analyzing the macro development of e-commerce evening party,the author combined with specific cases,taking “99 Event” as an example,combined with the relevant experience and data of the project team of “99 Event” of Jiangsu Satellite TV brand promotion department,conducted in-depth research and Analysis on its communication objectives,on-site marketing practice of the evening party and its linkage marketing strategy,and concluded that The communication goal of "99 ceremony" is a shopping Carnival mainly aimed at the sinking market,through multi-media and multi-channel scene marketing and topic marketing.The third chapter summarizes the innovation and shortcomings of e-commerce party as a new marketing path in the development process,such as the interactive game mode,social participation path and offline scene marketing,which need to be deepened.In view of these shortcomings,the author also puts forward the improvement strategies for the e-commerce party marketing strategy,hoping to provide some help for the future e-commerce party marketing,so that the e-commerce party can develop into a ritual three-dimensional marketing system.