“双11”促销模式的利弊分析及对策建议  

Analysis of “Double 11” Promotion Mode and Countermeasures Suggestions

作　　者：施玉梅[1] 

机构地区：[1]扬州职业大学,中国扬州225009

出　　处：《上海商学院学报》2016年第3期39-44,共6页Business Economic Review

基　　金：2015年度江苏省高等职业院校国内高级访问学者计划资助项目(项目编号:2015FX091);"扬州英才培育计划"第二期培养对象中青年优秀教育人才资助项目(项目编号:20150081);江苏省"十二五"高等学校重点专业群建设项目(旅游管理及在线运营服务)(【苏教高〔2012〕23号】)

摘　　要：自淘宝网启动"双11"促销活动以来,每年的11月11日已成为中国一个影响巨大的消费时点。"双11"促销在商业模式创新、增进消费、消化企业库存、企业品牌建设等方面发挥了积极作用,但也牺牲了商家的合理利润,引发了不诚信行为,对正常的价格体系和物流发展造成了不利影响。在未来的发展中,"双11"促销和电商行业应弱化价格因素,加强行业自律和监管,积极倡导理性消费,抵制假冒伪劣商品,本土制造商应增加有效和中高端供给,以促进我国经济增长和电商行业的高效发展。Since the Taobao started ＂double 11＂promotional activities,November 11 th of each year has become a huge consumer point in Chinese.＂double 11＂sales promotion plays a positive role in the innovation of business model,increaseing consumption,digestiving inventory of enterprises,corporating brand building etc.However,it also sacrifices reasonable profit of merchants,triggers the occurrence of dishonest behavior which is a disadvantage to the normal price system and logistics development.In the future development,＂double 11＂promotional and e-commerce industries should weaken the price factor,to strengthen self-discipline and supervision,actively promote rational consumption,resist fake and shoddy goods,promote healthy and sustained development of e-commerce industries in China.Local manufacturers should increase the effective and medium to high end supply,to promote efficient development of China＇s economic growth and the electronic commerce industry.

关 键 词：“双11”促销 潜在需求 品牌建设 价格体系 理性消费 有效供给 

分 类 号：F724.6[经济管理—产业经济]