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| 消费文化视阈下电商网站节日营销研究 内容摘要：电商平台的出现打破了线下传统零售时代的霸局，渠道的扁平化带来了电商平台横扫市场的王牌——性价比。以性价比吸引消费者，为电商平台导入流量的同时，也加强了消费者与电商平台和商家之间的联系，是电商平台生存的关键。而在物质丰富、文化多样的现代社会，以淘宝为首的一众电商平台所创造的各种购物节日，则以促销活动唤醒释放了消费者的消费欲望。本文主要研究的是在消费文化这个框架下，对于电商平台为了刺激消费、增加市场份额而推广的节日营销的分析。 本文从消费文化视角出发，采用案例分析法和理论分析法，以淘宝“双十一”、京东“六一八”等案例，以消费文化的种种理论为基础，分析发现消费文化对电商平台节日营销策略产生的影响、对消费者产生了何种影响、以及在电商平台节日营销中的正负面影响。 关键词：消费文化；电商；节日；营销 Research on Festival Marketing of E-commerce Websites from the Perspective of Consumer Culture Abstract: The emergence of e-commerce platforms has broken the dominance of theoffline traditional retail era,and the flattening of channels has brought about the trump card of e-commerce platforms sweeping the market-cost performance. Attracting consumers with cost-effectiveness,while importing traffic for e-commerce platforms, it also strengthens the connection between consumers and e-commerce platforms and merchants, which is the key to the survival of e-commerce platforms. In a modern society with rich materials and diverse cultures,various shopping festivals created by a group of e-commerce platforms led by Taobao have awakened consumers' desire for consumption through promotional activities. This article mainly studies the analysis of festival marketing promoted by e-commerce platforms in order to stimulate consumption and increase market share under the framework of consumer culture. Starting from the perspective of consumer culture,this article adopts case analysis and theoreticalanalysis, taking Taobao’s "Double Eleven",JD’s "June 18" and other cases,based on various theories of consumer culture, analyzes and finds that consumer culture affects e-commerce platforms The influence of holiday marketing strategies, what kind of influence it has on consumers, and the positive and negative effects of holiday marketing on e-commerce platforms. Key Words: Consumer culture；E-commerce；Festival；Marketing 目 录 1 一、绪论 二、消费文化与电商节日营销 1 （一）消费文化的定义与发展 1 1、消费文化的概念界定 1 2、消费文化的发展及基本特征 2 （二）电商节日营销的发展及动因 4 1、电商节日营销的发展历程 4 2、电商节日营销兴起的原因 4 三、消费文化对电商网站节日营销的影响 5 （一）消费文化催生了“造节营销” 5 （二）电商网站节日营销分析 6 四、消费文化对电商网站节日营销受众的影响 8 （一）电商网站受众人群分析 8 （二）电商节日期间受众人群的心理特征 9 （三）电商节日与非节日期间受众人群消费行为对比 10 五、消费文化在电商网站节日营销中正负面影响 11 （一）消费文化对电商网站节日营销发展的推动作用 11 （二）消费主义的狂欢 11 参考文献 13 致 谢 14 |
