娱乐疲劳下电商平台双十一预热营销研究  

Research on Preheating Marketing of Double-11 E-commerce Platformsunder Entertainment Fatigue

作　　者：孟玥 谢海涛[1] MENG Yue;XIE Hai-tao(College of Economics and Management,Nanjing Forestry University,Nanjing 210037,China)

机构地区：[1]南京林业大学经济管理学院,江苏南京210037

出　　处：《物流工程与管理》2020年第12期98-100,共3页Logistics Engineering and Management

基　　金：江苏高校哲学社会科学研究项目“林业供应链协作机理、协作评价及影响因素分析”(2015SJB047)。

摘　　要：近年来,“双十一”购物节的关注度越来越高。各平台为吸引消费者,在预热期设置各种花样玩法,增加了平台流量,但过度的预热营销消耗了用户大量的时间精力,使用户产生反感心理和娱乐疲劳,反而丧失了购买热情。文中对各电商平台“双十一”预热玩法进行比较,归纳预热营销玩法存在的问题,进而挖掘复杂玩法背后的营销逻辑,最后,提出电商平台、消费者和商家应对娱乐疲劳、优化预热营销的对策建议,以促进平台良性和健康发展。In recent years,‘Double-11’Shopping Festival has attracted more and more attention.In order to attract consumers,various kinds of tricks are set up in the preheating period to increase platform flow.However,excessive preheating marketing consumes a lot of time and energy of users,which causes them to have antipathy and entertainment fatigue,but loses their enthusiasm for purchase.The paper compares the‘Double-11’preheating methods of e-commerce platforms,sums up the existing problems of preheating marketing methods,and then excavates the marketing logic behind the complex methods.Finally,it puts forward countermeasures and suggestions for e-commerce platforms,consumers and businesses to cope with entertainment fatigue and optimize preheating marketing,so as to promote the sound and healthy development of the platform.

关 键 词：“双十一” 预热营销 玩法 营销逻辑 娱乐疲劳 

分 类 号：F724.6[经济管理—产业经济]