IDEAS home Printed from https://ideas.repec.org/h/spr/lnopch/978-981-97-4045-1_65.html
   My bibliography  Save this book chapter

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

In: Liss 2023

Author

Listed:
  • Jianuo Sun

    (Beijing Jiaotong University)

  • Xiang Xie

    (Beijing Jiaotong University)

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.

Suggested Citation

  • Jianuo Sun & Xiang Xie, 2024. "Research on the Marketing Strategy of Double Eleven Shopping Festival Based on Web Text Analysis," Lecture Notes in Operations Research, in: Daqing Gong & Yixuan Ma & Xiaowen Fu & Juliang Zhang & Xiaopu Shang (ed.), Liss 2023, pages 832-843, Springer.
    • Handle: RePEc:spr:lnopch:978-981-97-4045-1_65
    DOI: 10.1007/978-981-97-4045-1_65
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:lnopch:978-981-97-4045-1_65. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.