场景营销的策略分析(以天猫双 11 晚 会为例） 场景营销的策略分析摘要场景营销意在把营销方式与人们生活场景紧密结合起来，从而达到商家的营销目的。在数字时代下，消费者与经营者已经不满足于现实生活场景里的场景营销，越来越倾向和依赖于用互联网解决更多的东西，所以互联网使用场景里的场景营销成为了现在消费者与经营者都喜闻乐见的方式，网购成为新时代下最具特色的数字营销方式。但是随着互联网的快速发展，互联网只能传播给消费者冷冰冰的数字消息，对于现实中的感受却又渐渐的忽略了，消费者和营销者又都不满足于现在的现状，消费者期盼着不一样的消费方式，营销者也在绞尽脑汁想如何建立属于自己的独有的、特色的、完善的场景营销，为消费者带来不一样的体验，让消费者能重新信任自己，建造属于自己的网络乐园。本文以剖析天猫双 11 晚会的场景营销的具体细节和弊端为例，以及介绍 T2O 模式的分析场景营销的具体现状和出现的弊端、以及对今后要面临的如何将场景营销更加生活化的挑战的发展路径提出自己的建议。关键词：场景营销，场景营销分析；天猫双 11 晚会，场景营销生活化AbstractScene marketing is intended to closely integrate marketing and people's lives, so as to achieve the purpose of marketing. In the digital era, consumers and operators are not satisfied with the real life scene scene marketing, more and more dependent on Internet and solve more things, so the use of the Internet marketing has become the scene in the scene now consumers and operators are loved by way of online shopping become a digital marketing mode of the new era of the most unique. But with the rapid development of the Internet, the Internet can only spread to digital news consumers cold, for the reality of feelings but gradually ignored, consumers and marketers are not satisfied with the current situation, consumers expect different consumption patterns, marketing is also trying to figure out how to how to establish a unique and characteristic belong to you, the perfect scene marketing, bring a di...
