文档介绍：毕业论文题目:“淘宝双十一活动”探析院(系): 经济与管理学院专业年级: 20 10 级工商管理 2014 年4月 20日摘要 2013 年的“淘宝双十一活动”在 40 分钟内,淘宝服装类突破 10 亿元销售额。一分钟就有 万个包裹,与 2012 年相比,包裹数同比增长 倍。 2013 淘宝天猫双十一销售额达 350 亿, 成为全球最大网络购物节。“淘宝双十一活动”的成功引起众人关注,本文以此为背景分析了“淘宝双十一活动”的由来与发展以及促销策略,但“淘宝双十一活动”也存在一些问题,如物流不堪重负、淘宝网系统不完善、卖家不诚信、售后服务不到位以及小淘宝商家难以生存等问题, 本文针对这些问题进行相关分析并提出了相应的建议, 从而让其他电商可以在借鉴“淘宝双十一活动”的成功之处时, 也能充分认识到“淘宝双十一活动”的种种不足, 为自身的促销活动做重要的借鉴和参考。关键词:淘宝网,天猫,“双十一”,促销策略 Abstract In "Taobao doubl e eleven activities" of 2013 , the clothing sal es on exceeded 10 billion yuan within 40 minut es. There are 98,000 parcels ino ne minut e, with an increase of times the number of pared with 2012. The sales amount to$ 35 billion in "Taobao double eleven activities", which es the world' s largest online shopping festival . T hes uccess of "Taobao double eleven activi ties" has roused great attent ion . This thesis analyzes the ori gin , development and the promotion st rategies of the "Taobao double eleven activities ”.H owever , this activity also has some deficiencies .F or example, the logistics overwhelmes, the system of is imperfect , the sel lers are not honest and integrate, the after-sales service is not perfect, and some small busi nesses are hard to survive and so on. For these problems, this thesis gives deep analysis es up with suggestions in order to let other busi nesses draw lessons from the ess of "Taobao double eleven activities" as well as being aware of deficiencies,which can provide important references to their promotional activities . Keywords: Tao bao, Tmall ,D oubl e eleven , Taobao, Promotion policies 目录前言.......................................................................................................................................... 1 一、“淘宝双十一活动”的由来与发展.......................................................................... 2 (一)“淘宝双十一”的创意来源.................................................................................. 3 (二)“淘宝双十一活动”品牌影响力日益增强..................................................