摘    要节事活动是会展业的重要组成部分，成功的节事活动离不开营销策略，节事营销问题始终是会展学者重点关注的话题。本文以天猫双十一为实证对象，在顾客满意理论的指导下，重点分析天猫双十一常用价格促销策略和消费者满意度影响因素，运用IPA分析方法研究产品价格、产品质量、商品风险等8个消费者满意度影响因素和团购、整点秒杀、限时抢购等7种常用价格促销策略。通过实证分析提出天猫双十一常用价格促销策略的相应维持或改进服务质量要素和促销策略的优先级别。以此作为制定促销策略的依据，对于处在优势的促销策略继续保持，对于处在重点改进维度的促销策略做出针对性的改进，为节事组织者更好的满足消费者需求以提升自身竞争力和收益提供依据。89854

Event activities as an important part of the exhibition industry, the success of the activities can not be separated from the marketing strategy, the issues of Event marketing are always the focus of scholars。 This paper conducted a preliminary study to the Tmall 11。11, under the guidance of customer satisfaction theory to focuses on the analysis of the common strategies and the satisfaction factors of consumers' satisfaction, using the IPA analysis method research the product prices, product quality, product risk and other eight kinds of consumer satisfaction factors and group buy, the whole point of sec kill, limited time to buy and other seven kinds of commonly used price promotion strategies。 The empirical analysis and put forward the corresponding maintenance or improvement of service quality elements of the strategy priority based on the Tmall 11。11 commonly used price promotion strategies。 As the basis for customization of promotional strategies in the key dimension to continue to maintain the advantage, in the weak dimension of promotional strategies to make the targeted improvements, to provide the basis for the organizers to better meet consumer demand to enhance their competitiveness and revenue。

毕业论文关键词：网络节事； 节事营销； 价格促销策略;  天猫双十一购物节

Keyword: Online Event； Event Marketing；

         Price Promotion Strategy； Tmall 11。11 Shopping Carnival

目    录

一、引言 4

（一）研究背景 4

（二）研究目的与意义 5

（三）研究思路 6

（四）研究方法 6

二、相关概念及理论基础 7

（一）相关概念 7

1。节事与节事营销 8

2。促销策略 10

3。顾客满意 10

（二）相关理论基础 10

1。消费者购买行为理论 11

2。节事营销理论 11

3。促销策略及其分类研究 13

4。本章小结 14

三、测评体系的构建 14

（一）IPA测评方法 14

（二）构建指标体系 15

四、天猫双十一价格促销策略满意度的实证研究 16

（一）天猫双十一简介 16

1。“双十一购物节”仪式由来