电商造节营销策略研究—以天猫“双十一”为例摘 要由于互联网技术不断地发展和互联网行业与商家的结合,催生了大批新的销售方法。电商们通过互联网技术与营销相联系,推出了新的营销手段,从而进一步促进互联网消费的成长并且缔造了全新的消费文化。运用节日举办营销已然变成被各大电商平台热捧的营销方法。商家不断地塑造一些含有互联网特色的节日从而来打造营销热点,即造节营销。本文选取天猫“双十一”的造节营销作为主要研究对象,开展一系列调查研究，通过分析天猫“双十一”造节营销的特征、策略,并深入研究电商造节营销的效果及存在问题,对天猫及其它电商给出可行的建议。关键词：电商；营销策略；造节营销；天猫；双十一AbstractAlong with the development of Internet technology and the Internet industry and the integration of the enterprise, has produced many new marketing methods. Businessmen through Internet technology and marketing combined, spawned a new marketing tool to further promote the development of Internet consumption and create a new consumer culture. The use of festive marketing has become sought after by various businesses marketing. Businesses continue to create some festivals with the characteristics of the Internet in order to create marketing hot spots, that is, making festival marketing. This article selects Tmall "double eleven" section of the marketing as the main object of study, carried out a series of investigation and study, through the analysis of Tmall "double eleven" build section of the marketing characteristics, strategies, and further study of electricity section of the marketing effect and existing problems, for Tmall and other electricity feasible suggestion is given.Key words: E-commerce; Marketing strategy; Factitious festival marketing; Tmall; Double eleven目 录TOC \o "1-2" \h \z \u 摘 要 IAbstract II目 录 III一、电商的造节营销的相关概念 1（一）节日营销的概念界定 1（二）造节营销的概念和背景 1二、天猫的“双...
