Double Eleven Shopping Festival:Marketing Communication Strategies

With computer technology and network technology continues to mature, to the network economy has brought tremendous development. The advent of the era of e-commerce has come, especially in recent years, online shopping has achieved rapid development, from the beginning of Alibaba's Taobao to the later Taobao and Tianmao Mall, Jingdong Mall, Suning Tesco, Amazon China, Dangdang.so large electronic business platform pattern was springing up online shopping platform development spurt, online shopping phenomenon in depth the minds of consumers, has become a mass consumption patterns.Mention online shopping phenomenon must be mentioned " donble eleven " online shopping spree, this initiated by the Taobao online shopping in 2009 promotional activities on the annual turnover, number of participants and other indicators of the birth of a new record and the double eleven stimulate people's desire for consumption when the Chinese national consumption is general downturn consumers broke out a strong consumer enthusiasm, and now double eleven activities has become the world's largest online shopping carnival feast. Its success has left us many places worth pondering, analyzing the phenomenon not only help us learn something about the online shopping marketing activities for the future, but also has a very important role in stimulating domestic demand. Chinese has insufficient domestic demand, but double eleven has cerated a demand and enabled consumers to erupt the strong consumer enthusiasm.it is like a door, through the door to let the world see China's huge consumption potential. Currently, China is in a period of economic restructuring, improve the consumption rate has been raised to the level of national strategy, so the reason for the success of the double eleven research has important practical significance.Firstly, from the double eleven Singles talk, combining theory explains Singles event marketing creativity combined with Taobao, and then use the data to prove the double eleven is not a shift in sales demand and indeed created a demand, and Lasswell's 5W model with a dual-eleven propagation analysis model to the electricity supplier for the future success of promotional activities to provide some reference, while laying the foundation for the development of some of the future of network marketing communication theory formation.Finally discusses the double eleven model can be replicated, and points out that some problems still exist in the double eleven Carnival on online shopping.