The Influence of New Media and Online Marketing on Shopping Festivals

A Good Example: JD 618 Shopping Festival

DOI

10.2991/assehr.k.220105.219How to use a DOI?

Keywords

new media; JD 618; shopping festival; 4P’s marketing model; promotion strategy

Abstract

With the development and popularization of the Internet, various short video live broadcast platforms have sprung up, such as TikTok and Kwai. The rise of the platforms, along with the existing ecommerce system, has made shopping festivals diverse and exciting. From Black Friday in the U.S., to the Double Eleven Shopping Carnival Night in China, to the JD 618 Shopping Festival, Viya Shopping Festival and various e-commerce platforms’ “Good Commodity Festivals” that have emerged in recent years, every time shopping festivals will bring huge traffic and revenues. For this reason, this article mainly studies the influence of these new media platforms and a series of activities on the shopping festival via the strategic analysis into the case of the JD 618 Shopping Festival. With the analysis and suggestions in this article, firms, or platforms, are able to improve their promotion method more efficiently. At the same time, consumers can find out that what strategy these firms use to earn much money from them.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Yiran Zhang
PY  - 2022
DA  - 2022/01/17
TI  - The Influence of New Media and Online Marketing on Shopping Festivals
BT  - Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021)
PB  - Atlantis Press
SP  - 1189
EP  - 1192
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220105.219
DO  - 10.2991/assehr.k.220105.219
ID  - Zhang2022
ER  -