Research on the Marketing Strategy of Double Eleven Shopping Festival Based on Web Text Analysis

Jianuo Sun () and Xiang Xie ()
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Jianuo Sun: Beijing Jiaotong University
Xiang Xie: Beijing Jiaotong University

A chapter in LISS 2023, 2024, pp 832-843 from Springer

Abstract: Abstract With each e-commerce platform’s increasingly sophisticated grasp of shopping festival activities, many platforms continue to introduce new shopping festival “games” to innovate their marketing activities, thereby helping to increase annual sales. This paper mainly introduces the development and innovation of Tmall as the creator of the Double Eleven Shopping Festival in its marketing strategy over the years since its creation, mainly dividing its development history into four stages: 2009–2011 as its formation stage; 2012–2014 as its development stage; 2015–2018 as its maturity stage; and 2019 to the present as its innovation stage. Then, this paper use web crawler technology to crawl the relevant blog post data released by netizens in Weibo platform, then clean the data, and finally analyze the comment data for word frequency and sentiment analysis, to explore the changes in marketing strategies and consumers’ emotional attitudes toward the “Double Eleven” shopping festival, in order to provide reference for the marketing planning of e-commerce platforms during the shopping festival, so as to meet the needs of Internet users in a more targeted manner.

Keywords: “Double Eleven”; Marketing strategy; Online Shopping Festival; Emotional Analysis (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:lnopch:978-981-97-4045-1_65

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DOI: 10.1007/978-981-97-4045-1_65

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