摘要
21世纪企业面临着由传统的在实体店销售商品变成了在通过网络进行销售。随着经济大变革， 企业的销售方法以及宣传方式也产生了巨大变化。以往的销售以及营销的概念早已不再适应电商企业的新发展方式。电商企业应当按照当前的电子商务的特征来重新界定营销和销售。节日营销是一种全新的销售方式，该种方式是在原有的营销方式上进行适当变革，并被电商企业所使用，为企业创造高销售额、塑造品牌形象发挥出巨大的助力。
本文首先介绍了电子商务在当下的一个背景，以及电子商务节日营销的目的与意义，后面通过分析营销、电商营销、节日营销的概念从而进行清楚的区分界定。又介绍了电商节日营销的从传统到现在的形式转变，以及当下电商创新型的节日营销方式，并对节日营销的现状及存在的问题进行分析，又分别从趣味营销、利益营销、互动营销以及个性营销这四个角度展开对电商营销策略的论述。最后结合全文给当下电商节日营销提出部分优化建议。
网络技术的发展带动了电商节日营销的发展，电商节日营销在以后将会面临更多的机遇和挑战，只有不断创新，跟随技术改革的步伐，电商节日营销才能在未来发展的更大更广，为电商企业带来更多的机遇，为众多在线消费者提供更好的购物体验。
关键词：电子商务；节日营销；营销现状；营销策略
ABSTRACT
In the 21st century, companies are facing a shift from traditional sales of goods in physical stores to sales through the Internet. With the great economic changes, companies' sales methods and publicity methods have also undergone tremendous changes. The concepts of sales and marketing in the past are no longer adapted to the new development methods of e-commerce companies. E-commerce companies should redefine marketing and sales in accordance with the characteristics of current e-commerce. Holiday marketing is a brand-new sales method. This method is to make appropriate changes to the original marketing method and is used by e-commerce companies to create high sales and build brand image for the company.
This article first introduces the current background of e-commerce, as well as the purpose and significance of e-commerce holiday marketing, and then analyzes the concepts of marketing, e-commerce marketing, and holiday marketing to make a clear distinction. It also introduces the transformation of e-commerce holiday marketing from the traditional to the current form, as well as the current e-commerce innovative holiday marketing methods, and analyzes the status quo and existing problems of holiday marketing, and then separates from fun marketing, profit marketing, and interactive Marketing and personalized marketing are four perspectives to discuss e-commerce marketing strategies. Finally, combined with the full text, it gives some optimization suggestions for the current e-commerce holiday marketing.
The development of network technology has driven the development of e-commerce festival marketing. E-commerce festival marketing will face more opportunities and challenges in the future. Only by continuous innovation and following the pace of technological reforms can e-commerce festival marketing develop in the future. More broadly, it will bring more opportunities for e-commerce companies and provide a better shopping experience for many online consumers.
Keywords: e-commerce; holiday marketing; marketing status; marketing strategy
目录
绪论1
（一）研究背景1
（二）研究目的与意义1
（三）文献综述2
（四）研究思路和研究方法2
一、营销基本理论2
（一）营销的概念与分类2
（二）电商的概念与界定3
（三）节日营销的概念与界定3
二、电商节日营销形式4
（一）传统电商节日营销方式4
（二）现在电商节日营销有哪些4
（三）创新型电商节日营销方式4
三、电商节日营销分析5
（一）节日营销现状5
（二）电商节日营销活动对消费者的利益体现5
四、电商节日营销策略方案设计6
（一）趣味性节日营销策略方案6
（二）利益性节日营销策略方案6
（三）互动性节日营销策略方案6
（四）个性化节日营销策略方案7
五、电商行业节日营销存在的问题及优化建议7
（一）电商节日营销存在的问题分析7
（二）关于电商行业节日营销的优化建议8
（三）、商品为上开展异化营销9
结论10
参考文献
