摘要
'双十一'作为电商的重大事件,每年巨大营业额的背后都隐含着消费者行为特征的变化。本文以2018年'双十一'为例,对消费者行为特征进行挖掘,分析现代消费者所呈现出的新特点,探求消费者行为特性给企业带来的影响以及为企业应对重大营销事件提出相应的建议与策略。
As an important event of e-commerce,'double Eleventh Day'implies the change of consumer behavior characteristics behind the huge turnover every year.This paper,taking the'Double Eleventh Day'in 2018 as an example,excavates the characteristics of consumers’behavior,and analyses the new characteristics of modern consumers.It also explores the impact of consumer behavior characteristics on enterprises and puts forward corresponding suggestions and strategies for enterprises to deal with major marketing events.
作者
李蕾
屈燕
LI Lei;QU Yan(School of Business,Shandong Yingcai University,Jinan,Shandong,250104,China)
出处
《山东英才学院学报》
2019年第1期47-49,55,共4页
Journal of Shandong Yingcai University
关键词
消费者行为
“双十一”
三四线城市
应对策略
Consumer Behavior
'Double Eleven'
Third and Fourth-tier Cities
Coping Strategies
