摘要
从"双11"这一节日的由来入手,通过这一节日,分析网络消费动机和特点。针对淘宝"双11"营销策略SWOT分析,提出淘宝"双11"营销策略存在问题及启示。在新形势下只有不断加强这方面研究才能够适应日益复杂的电子商务市场。
From the ＂A double tenth＂ start with the origin of the festival, through this festival, this arti- cle analyze network consumption motives and characteristics. For taobao ＂ A double tenth ＂ SWOT analysis, marketing strategy proposed taobao ＂ A double tenth ＂ marketing strategy problems and enlightenment. Under the new situation is only can adapt to continuously strengthen the research of increasingly complex e - com- merce market.
作者
薛正贵
XUE Zheng-gui(Putian Branch Campus, Fujian Radio and TV University, Putian 351100, China)
出处
《海南广播电视大学学报》
2017年第2期63-67,共5页
Journal of Hainan Radio & TV University
关键词
“双11”
淘宝
营销策略
启示
double tenth one
Taobao
marketing strategy
revelation
