淘宝双十一活动深入解析.docVIP

平顶山学院 PINGDINGSHAN UNIVERSITY 毕 业 论 文 题 目: “淘宝双十一活动”探析 院(系): 经济与管理学院 专业年级: 2009级工商管理 姓 名: 孙建国 学 号: 091520118 指导教师: 王翠英（讲师） 2013年月日Abstract In the morning of November 12th, 2012, the Alibaba group announced that the TaoBao websites 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, whats 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 tenthactivity 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 Double Tenth Activity 目 录 前 言 1 一、“淘宝双十一活动”的由来和发展 3 （一）“淘宝双十一活动”的创意源于校园“光棍节”文化 3 （二）“淘宝双十一活动”品牌影响力日益增强 4 二、“淘宝双十一活动”的组织与实施 5 （一）促销日的选择 5 （二）“淘宝双十一活动”的促销组合策略 6 （三）“淘宝双十一活动”的实施 7 三、“淘宝双十一活动”成功原因分析 8 （一）社会环境因素分析 8 （二）淘宝卖家分析 10 （三）消费者分析