Research On The Communication Strategy Of Electrical Business Suppliers’ Shopping Festival

With the constant innovation of Internet technology progress, quickening the pace of the electronic commerce development, the integration of network technology and communication strategy gave rise to the electricity shopping festival. In 2009, Taobao mall was the Chinese festival of the plot and sale mode, which was the first belongs to consumers "11?11 Shopping Carnival". At present, the "double 11" has become the pronoun of China electric commercial shopping festival. JD’s "6?18 shopping festival", Le TV’s "Le Mi festival", Su Ning E-commerce’s "O2O shopping festival", making the electricity shopping day more colorful. The new practice in the world needs to track for academic study closely, and also provides material for my master’s thesis topic. This paper is based on the communication theory and combined with electric commercial shopping festival case, studies the development of electrical business shopping section, analyzes the "11?11 Shopping Carnival", "6?18 shopping festival" and other important mall shopping mode of transmission, discusses the characteristics, advantages and existing problems of electricity shopping festival, puts forward the feasibility suggestions to optimize shopping festival’s communication strategy from the angle of communication theory, giving benefits to the study and improvement of electrical shopping festival.This article is divided into five parts. The first chapter is the introduction part which introduces the selected topic, significance and research situation at home and abroad. Now, there is not so many papers to study electrical shopping festival in the communication perspective, but this article will use this perspective to systematically study communication strategy of the electrical shopping festival.The second chapter is "the development and status of electrical business shopping festival", and analyzes the electricity network in the development of our country. On the classification, business shopping festival can be divided into the number type, the product type and custom type according to the holiday names. On the characteristics, electricity shopping festival contains the characteristics of the strength of agenda-setting, the precision of news transmission, deconstruction of traditional media and concentrated intensive collected communication.The third chapter discusses the communication strategy of electrical business shopping festival. First, paper analyses the theoretical basis of the electric business shopping festival. Then paper talks about the electric commercial shopping festival communication strategy, including the analysis of communication environment, transmission’s accurate positioning, brand symbol’s creation, and user experience’s innovation.The fourth chapter studies the case study of electricity shopping festival in transmission mechanism, which selects "double 11", "618" and other electrical shopping festival for research of disseminator, audience,media,informationsource,information,andobtaining-informatio n empirical.The fifth chapter discusses the marketing communication’s advantages and existing problems of electrical shopping festival and puts forward the marketing communication’s suggestions of electrical shopping festival, including optimizing agenda-setting propagation mode, improving the user experience, innovating communication mode, introducing social activities, consolidating brand advantage and cultivating the consumption culture, etc.Hope this article’s innovative research can benefit for understanding of communication studies and electrical business shopping festival, promoting the development of the "festival".