华中科技大学硕士学位论文
Abstract
With the rapid development of e-commerce and continuous innovation of marketing methods,self-made shopping festival has become an important weapon for major e-commerce companies to explore the market.Since Taobao first launched the Double11th shopping carnival in2009,Jingdong618,Jumei318and other networks Festivals continue to emerge,gradually affecting people's lives.From the perspective of communiccation ritual view,this article uses Tmall's double11th shopping carnival as a case,from the shaping of rituals,the sharing of ritual meanings and the influence of ritual construction,try to make a full interpretation.
Firstly,starting from the ritual process of order solidification and the ritual construction of symbolic symbols,it is shown that Tmall's Double Eleven Carnival has created a ritual sense for consumers through all-round marketing communication; second,it analyzes this elaborate layout.The ritual gives participants a sense of what it means to share;in the end,it examines the possible impact of this ritualized construction from the perspective of consumer culture.The study found that through the presentation and construction of a series of symbolic symbols,allowing consumers to acquire common experience in the decoding of meanings and achieve the maintenance of common beliefs.In the collective revelry,the e-commerce shopping festival is no longer confined to the simple connotation of festival consumption.It transforms from a single shopping behavior to a lifestyle shaping and transformation. Through the power of the festival ceremonies,the economic structure of the society and people’s consumption concepts are further affected.However,this kind of ritual marketing gradually shows some problems,such as the loss of the subjectivity of consumption and the irrational consumption tendency,while satisfying the material and spiritual needs of consumers.
This article make an interpretation of the Tmall Double11shopping carnival from
华中科技大学硕士学位论文
the cultural level,provides a new perspective for the study of e-commerce shopping festival.It can not only broaden the e-commerce shopping festival marketing ideas,but also allow participants to strengthen their self-censorship of the ritual construction process in the consumer spree.
Key words：E-Commerce Shopping Festival Communication ritual view
Double11th Carnival Consumer Culture.