A Study On The Construction Of "Two - 11" Media Rituals

With the continuous development of the E-commence,shopping online has been one of the most important choices of consumption patterns gradually. Various types of marketing mode and promotion method are launched by each E-commence company,leading to festival marketing being the key means that companies compete for the market shares increasingly. And it also facilitates the emergence of more and more new festivals,which being the peculiar phenomenon of the internet causes people’s extensive attention.Tmall 11.11 sprang up 2009,nowadays which has been the greatest scale online promotion at home,and it build a bridge between marketing and ritual.Firstly,the article presents systematically the emergence and development of Tmall 11.11 shopping carnival.And then from the perspective view of the media ritual,it tries to explore how to build its own magic symbol and create carnival ceremony by the semiotics and psychology as well as some other relevant theories.Meanwhile,the article analyzes the consumer ’ s psychological characteristic being invited to attend the carnival ritual.Lastly,it also analyzes the influence that Tmall 11.11 has on other organization such as E-commence companies,express companies and social consumption and so on.