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    Title: 人造網購節慶之策略行銷4C分析:以天貓雙十一及京東六一八為例
    Marketing strategy analysis in online shopping festival: the case of Tmall Double 11 and JD.com 618
    Authors: 劉浩妤
    Liou, Hao Yu
    Contributors: 邱志聖
    劉浩妤
    Liou, Hao Yu
    Keywords: 人造網購節
    節慶行銷
    雙十一
    六一八
    4C架構
    策略行銷
    Online shopping festival
    Festival marketing
    Double 11
    618
    4C framework
    Strategic marketing
    Date: 2017
    Issue Date: 2017-07-11 11:22:40 (UTC+8)
    Abstract: 隨著網際網路快速更迭,電子商務也越趨蓬勃發展,2015在全球B2C電子商務貿易市場中,中國以6170億美元的規模高居榜首,領先於美國和英國。電商平台競爭越來越激烈的狀況下,中國的阿里巴巴集團在2009年以青少年間的次文化「光棍節」做為節慶主題,打造「雙十一」人造網購節慶,引起了廣大討論。在2013年雙十一成為全球最大的人造網購節日,最新2016年數據雙十一全日網站成交金額達200億美金,大幅領先網路星期一的30.7億美元和黑色星期五的27.4億美元。

    由於雙十一的成功,激起中國各大電商平台群起效尤,紛紛地推出各式五花八門的網購節慶。然而過多的人造網購節慶,卻容易模糊消費者的注意力,導致人造節的失敗。為了更深入了解人造網購節慶其成功的關鍵因素,本研究欲個案研究的方式,分析全球最大的人造網購節慶「雙十一」,並以其主要競爭者京東商城推出的「六一八」做比對,套用策略行銷4C架構來深入研究與比較,歸納兩個案節慶知曉度明顯落差之因素,並提出實務的建議供未來有意造的業者參考。

    根據本研究分析,天貓雙十一及京東六一八在C1至C3部分皆有下降。然而在C4部份,天貓成功地在買者心中建立平台與節慶的關聯性,建立了促銷相關專屬資產及品牌相關專屬資產,創造4C良性循環,極大化節慶行銷的價值。然而京東六一八的節慶意涵未能打動人心,且持續改變內涵造成形象模糊性,未能創造出品牌相關專屬資產,C4資產專屬性不足,使得整個4C循環力度較弱,節慶的影響力也受到侷限。
    Thanks to the advancement of Internet, E-commerce has become a big business. China is by far the largest market for business to consumer (B2C) e-commerce, with combined sales of over US$617 billion in 2015, ahead the United States and the United Kingdom.

    In 2009, Alibaba began using youth subculture “Single Day:1111(Double 11)” to promote discounts at retailers on its e-commerce platforms, which storming the online shopping for the very first time. Since 2013, Double 11 has become the biggest online shopping festival in the world. The latest data showed that Double 11 was officially called to come at US$20 billion in 2016, easily eclipsing the US$2.74 billion and US$3.07 billion respectively generated online during the Black Friday and Cyber Monday.

    Owing to the success of Double 11, aroused the other e-commerce competitors’ interest to launch all kinds of "made-up shopping festival". However, excessive shopping holidays defocused customer attention and led to failure.

    In order to discover the key factors that make online shopping festival successful and give some marketing strategy suggestion, this study examines the world’s biggest online shopping festival “Double 11” and its main competitor “JD.com 618” through the 4C framework. And this study identifies the reason which caused the awareness differentiation.

    According to the analysis results, both “T-mall Double 11” and “JD.com 618” decrease the cost of C1, C2 and C3. For the C4, T-mall successfully builds strong connection between T-mall and the festival, created not only the promotion related specific asset, but also brand related specific asset. It generates a 4C positive cycle and maximizes the strength of festival marketing. However, JD.com fails to create brand related specific asset, only generates a weak 4C cycle. Therefore, the awareness of 618 is far less than double 11.
    Reference: 參考文獻
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    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    104351020
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0104351020
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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