淘宝双十活动探讨分析.doc 22页

“淘宝双十一活动”探析

PAGE 2

PAGE 1

“淘宝双十一活动”探析

摘 要

2012年11月12日凌晨，阿里巴巴集团宣布淘宝网“淘宝双十一活动”的总销售额达到191亿元，是2011年“淘宝双十一活动”的3倍多，创下了电商促销活动单日交易额的最高记录，此消息让业界震惊。“淘宝双十一活动”的成功绝非偶然，本文以此为背景分析了“淘宝双十一活动”的由来与发展以及活动的组织与实施，从社会环境因素、淘宝商城卖家、消费者以及淘宝网等四个角度进行分析，探寻此次“淘宝双十一活动”成功的原因；但同时也发现了“淘宝双十一活动”的诸多不足，如淘宝网系统瘫痪、物流缓慢、卖家虚假折扣、小淘宝商家难以生存、售后服务不完善等问题，笔者针对这些问题进行相关分析并提出了相应的建议，从而为下一次“淘宝双十一活动”的举办以及其他电商从事相关的促销活动提供一些借鉴和参考。

关键词：促销，淘宝网，光棍节，淘宝双十一活动

Abstract

In the morning of November 12th, 2012, the Alibaba group announced that the TaoBao website's total sales reached 19.1 billion yuan in the activity of "double tenth'', which is 3 times more than last year, and the sale of electricity that day made the highest electricity supplier promotions single-day record of the transaction volume, this news shocked the industry. The ''TaoBao double Tenth'' activity to success is no accident. In this paper, the writer analyzed the origin and development of the ''TaoBao double Tenth'' activity and the organization and implementation of the activity, what's more, the writer explored the reasons for the success of the ''TaoBao Double 11 activities'' from four angles, such as the factors of social and environmental , TaoBao Mall seller, consumers and TaoBao website.The writer got through three methods to get the reasons, such as the literature search, case studies and survey contrast. At the same time, some shortcomings of the "TaoBao double tenth''activity were also be found, such as TaoBao website system paralysis, the logistics is slow, small sellers false discounts, TaoBao sellers are difficult to survive, imperfect after-sales service problems. The writer proceeded related analyses aim at these problems and putted forward corresponding recommendations, which provided some advice and reference for the host of the next "TaoBao double tenth ''activity and other electricity providers engaged in promotional activities.

Key words: Sales Promotion , Tao Bao Website, The Singles' Day, Tao Bao Do

了解更多请登陆 XL-21 http://3683.bidadk.com/peidiangui1/