Proceedings of the 9th International Conference on Engineering Management and the 2nd Forum on Modern Logistics and Supply Chain Management (ICEM-MLSCM 2024)

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Research on the Reasons of the Simplification of 618 Shopping Festival Marketing Strategy From the Perspective of E-Commerce Marketing Management

Authors
Yang Yu1, *
1Neusoft Institute Guangdong, Foshan, Guangdong, 528000, China
*Corresponding author. Email: yy763611@vip.163.com
Corresponding Author
Yang Yu
Available Online 1 October 2024.
DOI
10.2991/978-94-6463-531-7_29How to use a DOI?
Keywords
618 shopping festival; e-commerce marketing strategy; the future development trend of e-commerce marketing
Abstract

In the 618 Shopping Festival in 2024, Taobao and Jingdong announced the cancellation of pre-sale, and announced their own big promotion rules, it seems intended to make some new tricks in 618 this year. The five marketing trends of today’s e-commerce platforms are: price subsidy, new products, luxury explosion, science and technology wisdom, and global marketing. However, with the application of artificial intelligence, big data and other technologies, new e-commerce models such as personalized recommendation and intelligent customer service will become more popular. At the same time, social e-commerce, content e-commerce and other emerging models will gradually become the mainstream. Therefore, from the perspective of e-commerce marketing management, this paper explores the future development trend of e-commerce marketing strategy under the trend of expanding consumer groups and changing demand.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th International Conference on Engineering Management and the 2nd Forum on Modern Logistics and Supply Chain Management (ICEM-MLSCM 2024)
Series
Advances in Engineering Research
Publication Date
1 October 2024
ISBN
978-94-6463-531-7
ISSN
2352-5401
DOI
10.2991/978-94-6463-531-7_29How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yang Yu
PY  - 2024
DA  - 2024/10/01
TI  - Research on the Reasons of the Simplification of 618 Shopping Festival Marketing Strategy From the Perspective of E-Commerce Marketing Management
BT  - Proceedings of the 9th International Conference on Engineering Management and the 2nd Forum on Modern Logistics and Supply Chain Management (ICEM-MLSCM 2024)
PB  - Atlantis Press
SP  - 259
EP  - 273
SN  - 2352-5401
UR  - https://doi.org/10.2991/978-94-6463-531-7_29
DO  - 10.2991/978-94-6463-531-7_29
ID  - Yu2024
ER  -