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本文通过对淘宝网自2009年来五次“双十一购物狂欢节”发展历程的介绍,详细描述了2013年天猫“1111购物狂欢节”所处的特殊的传播环境和其为了营销宣传而采取的一系列传播措施,并用内容分析法研究了这些传播措施的效果如何,为网络购物狂欢节的成功营销提供传播学依据。
This article describes the history of Taobao’s “Double 11 Shopping Carnival” five times since 2009 and describes in detail the special communication environment in which Lynx “1111 Shopping Carnival” Marketing and publicity to take a series of communication measures, and content analysis method to study the effect of these measures of communication, online shopping carnival for the successful marketing to provide a basis for communication.