场景营销的策略分析(以天猫双11晚 会为例）.doc

场景营销的策略分析(以天猫双11晚会为例）场景营销的策略分析摘要场景营销意在把营销方式与人们生活场景紧密结合起来从而达到商家的营销目的。在数字时代下消费者与经营者已经不满足于现实生活场景里的场景营销越来越倾向和依赖于用互联网解决更多的东西所以互联网使用场景里的场景营销成为了现在消费者与经营者都喜闻乐见的方式网购成为新时代下最具特色的数字营销方式。但是随着互联网的快速发展互联网只能传播给消费者冷冰冰的数字消息对于现实中的感受却又渐渐的忽略了消费者和营销者又都不满足于现在的现状消费者期盼着不一样的消费方式营销者也在绞尽脑汁想如何建立属于自己的独有的、特色的、完善的场景营销为消费者带来不一样的体验让消费者能重新信任自己建造属于自己的网络乐园。本文以剖析天猫双11晚会的场景营销的具体细节和弊端为例以及介绍T2O模式的分析场景营销的具体现状和出现的弊端、以及对今后要面临的如何将场景营销更加生活化的挑战的发展路径提出自己的建议。关键词：场景营销场景营销分析；天猫双11晚会场景营销生活化AbstractScenemarketingisintendedtocloselyintegratemarketingandpeople'slivessoastoachievethepurposeofmarketing.InthedigitaleraconsumersandoperatorsarenotsatisfiedwiththereallifescenescenemarketingmoreandmoredependentonInternetandsolvemorethingssotheuseoftheInternetmarketinghasbecomethesceneinthescenenowconsumersandoperatorsarelovedbywayofonlineshoppingbecomeadigitalmarketingmodeoftheneweraofthemostunique.ButwiththerapiddevelopmentoftheInternettheInternetcanonlyspreadtodigitalnewsconsumerscoldfortherealityoffeelingsbutgraduallyignoredconsumersandmarketersarenotsatisfiedwiththecurrentsituationconsumersexpectdifferentconsumptionpatternsmarketingisalsotryingtofigureouthowtohowtoestablishauniqueandcharacteristicbelongtoyoutheperfectscenemarketingbringadifferentexperienceforconsumerssothatconsumerscantrustyourselftobuildtheirownnetworkpark.ThispaperdetailsanddefectsanalysisofTmalldouble11partyscenemarketingasanexampleintroducesthestatusquoanalysisandspecificscenesmarketingT2Omodeandtheemergenceofthedrawbacksandthedevelopmentpathofhowtomarketingthescenemoreoflifechallengesputforwarditsownproposals.Keywords:Scenemarketingscenemarketinganalysis;Tmall11partyscenemarketinglife目录摘要.........................................................1Abstract..........................................................2目录........