Research On E-commerce Festival Marketing

The rapid development of the E-commence brings enormous business opportunities to China’s Internet market.Online shopping has become more and more important in people’s daily life. Taobao 11.11 has also become ahot topic in China. As the competition between shopping websites is growing, E-commence companies use all one’s skill of marketing, to grab the consumer and market. The Festival marketing has become more and more important. What is the exactlyFestival marketing?Does it work? How to make Festival marketing more effective? This paper will select the typical case of Taobao 11.11 as a case, to carry out a series of investigations and studies. Through analyzing consumers ’mentalities and behaviors, this paper will come out with the conclusion of these questions, and propose feasible suggestions to companies.