With the rapid development of the Internet and the acceleration of economic globalization, e-commerce as a new marketing method has been vigorously developed, and a wave of e-commerce has been set off all over the world. In China, e-commerce enterprises are mushrooming, and the competition is becoming increasingly fierce. Festival marketing has the characteristics of centralization, abruptness, abnormality and scale, while the convenience of online shopping and geographical restrictions have enlarged the characteristics of festival marketing, so e-commerce enterprises have regarded festivals as the best selling opportunity. However, domestic e-commerce enterprises are still in the exploratory stage on how to carry out festival marketing activities well.
Through combing the related theories of e-commerce Festival marketing, researching the current situation of festival marketing strategies of four major domestic e-commerce enterprises and qualitative empirical research on consumers'perception and marketing effect, this paper analyses the problems existing in festival marketing of domestic e-commerce enterprises, and puts forward specific countermeasures: first, focusing on innovation, advancing in festival marketing activities To innovate, differentiate and attract consumers'attention; secondly, to excavate the connotation of festival culture, to carry out targeted marketing activities in combination with enterprise management concept and enterprise culture; thirdly, to integrate resources and media channels to create a festival atmosphere, to conduct interactive marketing, to create a good shopping experience; fourthly, to achieve real prices, improve service quality; finally, to focus on Grasp the rhythm of marketing activities, expand the influence of festival marketing, continue the marketing effect, and create long-term benefits.
The innovation of this paper is to explore the current situation of e-commerce festival marketing strategy from the perspective of integrated marketing, and to analyze the existing problems in combination with consumer perception, so as to make exploratory research on e-commerce festival marketing in the new era.
Key words: e-commerce; Festival marketing; marketing strategy
