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E-Commerce Letters 2024
4R理论视角下阿里巴巴的“双十一”的营销策略研究
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Abstract:
每年11月11日，阿里巴巴举办双十一购物狂欢节，通过大规模的促销活动和巧妙的营销策略，吸引了全球消费者的关注和参与。这个活动不仅带动了阿里巴巴平台上数以亿计的商品销售，还成为了中国乃至全球最大的在线购物盛会之一，展示了阿里巴巴在数字营销领域的成功和影响力。本文通过二手数据，结合4R理论对阿里巴巴双十一狂欢节所体现的数字营销策略进行分析。阿里巴巴通过多渠道触达、个性化营销、情感共鸣、丰厚回报、数据驱动优化和品牌价值传递等方面不断提升品牌价值和竞争力。
Every year on November 11, Alibaba holds the Double Eleven Shopping Carnival, which attracts the attention and participation of consumers around the world through large-scale promotional activities and clever marketing strategies. The event not only led to the sale of hundreds of millions of goods on Alibaba’s platform, but also became one of the largest online shopping events in China and the world, demonstrating Alibaba’s success and influence in the field of digital marketing. This paper analyzes the digital marketing strategy embodied in Alibaba’s Double 11 Carnival through secondary data and 4R theory. Alibaba continues to enhance its brand value and competitiveness through multi-channel reach, personalized marketing, emotional resonance, rich returns, data-driven optimization and brand value delivery.
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