【2018年必威体育精装版整理】“淘宝双十一活动”探析毕业论文.doc

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: 2010级工商管理 姓 名: 曾 雪 学 号: 101180434 指导教师: 张小雪（讲师、硕士） 2014年 4 月 20 日摘 要 2013年的“淘宝双十一活动”在40分钟内，淘宝服装类突破10亿元销售额。一分钟就有9.8万个包裹，与2012年相比，包裹数同比增长1.7倍。2013淘宝天猫双十一销售额达350亿，成为全球最大网络购物节。“淘宝双十一活动”的成功引起众人关注，本文以此为背景分析了“淘宝双十一活动”的由来与发展以及促销策略，但“淘宝双十一活动”也存在一些问题，如物流不堪重负、淘宝网系统不完善、卖家不诚信、售后服务不到位以及小淘宝商家难以生存等问题，本文针对这些问题进行相关分析并提出了相应的建议，从而让其他电商可以在借鉴“淘宝双十一活动”的成功之处时,也能充分认识到“淘宝双十一活动”的种种不足,为自身的促销活动做重要的借鉴和参考。 关键词：淘宝网，天猫，“双十一”，促销策略 Abstract In Taobao double eleven activities of 2013 , the clothing sales on the net exceeded 10 billion yuan within 40 minutes. There are 98,000 parcels in one minute, with an increase of 1.7 times the number of parcels compared with 2012. The sales amount to $ 35 billion in Taobao double eleven activities, which becomes the worlds largest online shopping festival. The success of Taobao double eleven activities has roused great attention. This thesis analyzes the origin, development and the promotion strategies of the Taobao double eleven activities”. However, this activity also has some deficiencies. For example, the logistics overwhelmes, the system of Taobao net is imperfect, the sellers are not honest and integrate, the after-sales service is not perfect, and some small businesses are hard to survive and so on. For these problems, this thesis gives deep analysis and comes up with suggestions in order to let other businesses draw lessons from the success of Taobao double eleven activities as well as being aware of deficiencies,which can provide important references to their promotional activities. Keywords: Taobao, Tmall, Double eleven , Taobao, Promotion policies 目 录 前 言 1 一、“淘宝双十一活动”的由来与发展 2 （一）“淘宝双十一”的创意来源 3 （二）“淘宝双十一活动”品牌影响力日益增强 3 （三）促销日的选择 4 （四）“淘宝双十一活动”的促销组合策略 5 二、“淘宝双十一活动”存在的问题 7 （一）物流环节不堪重负导致瘫痪 7 （二）淘宝网系统不完善给消费者购物带来不便 7 （三）部分卖家存在不诚信行为，损害