“双11”促销模式的利弊分析及对策建议

摘要

Since the Taobao started “double 1 1 ”promotional activities,November 1 1 th of each year has become a huge consumer point in Chinese.“double 1 1 ”sales promotion plays a positive role in the innovation of business model,increaseing consumption,digestiving inventory of enterprises,corporating brand building etc.However,it also sacrifices reasonable profit of merchants,triggers the occurrence of dishonest behavior which is a disadvantage to the normal price system and logistics development.In the future development,“double 1 1”promotional and e-commerce industries should weaken the price factor, to strengthen self-discipline and supervision,actively promote rational consumption,resist fake and shoddy goods,promote healthy and sustained development of e-commerce industries in China.Local manufacturers should increase the effective and medium to high end supply, to promote efficient development of China’s economic growth and the electronic commerce industry.%自淘宝网启动“双11”促销活动以来，每年的11月11日已成为中国一个影响巨大的消费时点。“双11”促销在商业模式创新、增进消费、消化企业库存、企业品牌建设等方面发挥了积极作用，但也牺牲了商家的合理利润，引发了不诚信行为，对正常的价格体系和物流发展造成了不利影响。在未来的发展中，“双11”促销和电商行业应弱化价格因素，加强行业自律和监管，积极倡导理性消费，抵制假冒伪劣商品，本土制造商应增加有效和中高端供给，以促进我国经济增长和电商行业的高效发展。