英语口语双十一

TheDayOfDouble112021/5/91SomePictures2021/5/92

BackgroundTmallbegantoholdthecommoditypromotiononnovember11,2009.Atfirst，thereasonisthatmakingpeopleremembertaobaoandtryingtoappealconsumerstoconsumethroughthecommoditypromotion.Butnow“Doubll11”hasbecomethee-commerceFestival,eveninfluencesofflinestores.2021/5/93PriceanalysisCostanalysisUtilityanalysisConsumptionofherdmentalityanalysisDemandanalysisFiveanalysis2021/5/94DemandanalysisTherisingofconsumer’sincomehasincreasedthedemand2.TherapidgrowthofChinesenetizenhasstimulatedtheinternetmarketingpromotionTherapiddevelopmentoflogistics2021/5/95Costanalysis1234PayingrentonaregularbasisisnotnecessaryE-commercebusinessesgenerallydonotrequirealotofinventory.LowerlaborcostIrregulartax.2021/5/96UtilityanalysisFromtheperspectiveofconsumersurplus,consumerbuyingbehavioraremainlyundertheinfluenceofconsumersurplus.Whenthepricedecreases,themoreconsumersarewillingtobuy,themoresurplusconsumerwillget.2021/5/97PricieanalysisClicktoaddTitleMantissapricingstrategy.

Discountpricing.Threestrategies2021/5/98ConsumptionofherdmentalityanalysisContent

ClicktoaddTextClicktoaddTextClicktoaddTextConformityofthoughtreferstoindividualswhoareconsistentwiththemajorityofpeopleinasocialgroupofinvisiblepressure,unknowinglyorinvoluntarily.TMallpublicizeitselfthroughtheInternet,televisionandothermultimediainordertomakepromotionsandcreateaveryfestiveatmosphere.UndertheinfluenceofalotoftheoriginalTMallloyalconsumergroups,manyconsumerswhodonotoftenusetheonlineshoppingwillparticipateintheactivities.ThepowerofconformitywillhelpTmalltowinmoreconsumergroupsandimprovesthesalesofTMall.2021/5/99Thankyou！2021/5/910讲稿Goodafternoonerveryone。Todaymytopicisthedayofdouble11. Firstlet’slookatsomepictures.theyreflectpromotionalactivitiesofdouble11一、 淘宝商城“双十一”的管理经济学角度的分析Wewillusethemanagementeconomicsperspectivetoanalyse“double11”.NowwewillAnalyzethe“doubleeleventh”ofTmallfromthemanagerial[mænə'dʒiːrɪəl]economicperspectivewhichcontainsDemandanalysis,Costanalysis,Utilityanalysis,PricinganalysisandConsumptionofherdmentalityanalysis2021/5/911讲稿需求分析。Needsanalysis.Demandanalysis（1）消费者收入水平的提高导致需求增加。随着我国经济的发展，我国的人均收入实现了稳步的增长.收入的增加带动需求的增长。(1)therisingofconsumer’sincomehasincreasedthedemand.Withthedevelopmentofeconomic,ourcountryhasachievedasteadygrowthinpercapitaincome,whichrisingthedemand.（2）中国网民的快速增长，网络营销发展迅速。截止到2014，中国网民数量达6.32亿。网络的普及为网络零售业务的发展和壮大带来了良好的契机。(2)therapidgrowthofChinesenetizenhasstimulatedtheinternetmarketingpromotionBy2014,ChineseIworkpopularizingprovidesagoodopportunitytoextendretailbusinesses（3）物流的迅猛发展。近年来我国物流运行形势总体，物流需求显著增加，运行效率有所提高，物流业增加值快速增长，为保证国民经济平稳较快发展发挥了重要的支撑保障作用。(3)Therapiddevelopmentoflogistics.SummarizingthegeneraltendencyofChineselogisticsinresentyears,theobviousincreaseinlogisticaldemand,thegreatimprovementinoperationalefficiencyandthehighspeedgrowthatthevalueaddedoflogisticindustry,whichallplayasignificantsupportingroleinthesteadyandrapiddevelopmentofournationaleconomy.2021/5/912讲稿成本分析。从理性人的角度，淘宝商城的商家发起“双十一”活动必然也是从自身利益的角度出发的。淘宝商城与实体店相比较，成本优势主要体现在以下几个方面：Costanalysis.analyzingfromarationalperspective,TMallmerchantslaunchingthe"double11"activitiesarecertainlyfromtheirowninterest.HavingcomparedTMallwithphysicalstore,thecostadvantagesofTMallaremainlyinthefollowingaspects:商务卖家无需定期缴纳店铺租金。payingrentonaregularbasisisnotnecessary电子商务的商家一般不需要大量库存。massstockcanbeavoid.人工成本低。lowerlaborcost税收不规范。irregulartax.2021/5/913讲稿效用分析。从消费者剩余的角度，消费者产生购买行为主要是受消费者剩余的影响。当价格降低时，与消费者最多愿意支付的价格相比差的越多，消费者剩余就越大.Utilityanalysis.Fromtheperspectiveofconsumersurplus,consumerbuyingbehavioraremainlyundertheinfluenceofconsumersurplus.Whenthepricedecreases,themoreconsumersarewillingtobuy,themoresurplusconsumerwillget.2021/5/914讲稿定价分析。Pricinganalysis.折扣定价策略。折扣定价策略即以“高质低价”为原则进行定价。这看似牺牲了一部分利益，但是，利用折扣商品作为策略性商品吸引顾客的目光，实际上以巨大的销量优势占得了更多的利益。Discountpricing.

DiscountpricingisaSalesstrategywitha"highqualityandlowprice"principleforpricing.

ItseemsBusinesssellerssacrificeaportionoftheinterest,butdiscountsstrategywouldattractcustomerattention.Actuallyahugesellingadvantagehasmorebenefits.尾数定价策略。利用消费者求廉的心理，制定非整数价格，以零头数结尾，使用户在心理上有一种便宜的感觉。如我们经常看到网页上某商品的价格标为199元、288元。Mantissa[mæn'tɪsə]pricingstrategy.

Consumersseekingcheaperpsychologydevelopnon-integer['ɪntɪdʒɚ]price.,consumerswillhaveacheapfeelingpsychologicallyifcommidties[kə'mɑdəti]endwithafraction.

Asweoftenseethepricesofsomegoodswhichindicateonpage199,288.捆绑定价策略。例如购买一件外套需要支付150元，但是如果再加20元便可再购买一件原价为70元的打底衫。Bundled['bʌndl]pricingstrategy.Forexample，consumersbuyacoatpaying150。butiftheypayanextra20Yuan，theywillgetashirtwhichisworth70Yuan。2021/5/915讲稿5.消费从众心理。从众是指个体在社会群体的无形压力下，不知不觉或不由自主的与多数人保持一致的现象。当淘宝商城通过网络、电视等多媒体途径宣传各种促销活动，营造出了浓厚的节日气氛。在淘宝商城原有的很多忠实的消费群体的影响下，很多不经常使用网络购物的消费群体也会参加到活动中。这样的消费从众效应为淘宝商城赢得了更多的消费群体，提高了商城的销售额。co