“双十一”购物狂欢节是淘宝打造的大规模打折促销活动,在为消费者带来购物实惠的同时,也存在着电商价格虚降、物流配送滞后、支付平台压力过大、售后服务缺失等问题,对“双十一”促销战的健康发展埋下了隐患。本文从介绍“双十一”促销战现状入手,对存在的问题进行分析,并提出促销战的发展策略。 “Double eleven ” shopping carnival Taobao to create large-scale discount promotions, shopping for consumers to bring affordable, but also the existence of electricity prices virtual decline, logistics and distribution lag, the pressure on the payment platform is too large, Lack of after-sales service and other issues, the “double eleven” promotional war laid a health hazard. This article starts with introducing the present situation of “Double 11” promotion war, analyzes the existing problems and puts forward the development strategy of the promotion war.