中文摘要：本文通过大量浏览中外的各种文献和案例分析等方式，对电子商务和传统商业的促销手段充分进行对比研究。在此项研究的过程中，分别了解到电子商务中打折促销手段、积分促销手段和秒杀促销手段等以及传统商业中价格促销手段、“VIP”会员促销手段和反季节促销手段等具有代表性及共通性的促销手段。此外，本文还对比研究了两者的促销手段，详细分析出两者促销手段的优点及缺点，总结两者的共同点以及独特点。最后，根据电子商务和传统商业的发展趋势，两者的促销手段应该线上线下一起结合，共同为适应现代经济发展而努力。

关键词：电子商务；传统商业；促销手段；发展趋势

Contents

Acknowledgments

Abstract

中文摘要

1.Introduction.1

1.1 Background of the Study.1

1.2 Purpose and Significance of the Study.1

1.3 Methodology.1

2. Literature Review.3

2.1 Foreign Research.3

2.2 Domestic Research. 3

3. Promotion Strategies5

3.1 Definition of Promotion Strategies.5

3.2 Promotion Strategies of E-commerce5

3.2.1 Discount Promotion.5

3.2.2 Reward Promotion.5

3.2.3 Integral Promotion.5

3.2.4 Seckill Promotion.6

3.2.5 Theme Promotion.6

3.3 Promotion Strategies of Traditional Business7

3.3.1 Price Promotion7

3.3.2 ‘Another Bottle of Sales’ Promotion.7

3.3.3 ‘VIP’ promotion7

3.3.4 Anti Season Promotion.8

3.3.5 Free Taste Promotion8

4. The Features of Promotion Strategies Between E-commerce and Traditional Business9

4.1 The Unique Advantages of Promotion Strategies of E-commerce.9

4.2 The Disadvantages of Promotion Strategies of E-commerce.9

4.3 The Unique Advantages of Promotion Strategies of Traditional Business.10

4.4 The Disadvantages of Promotion Strategies of Traditional Business.10

4.5 The Common Points and Different points of Promotion Strategies11

4.5.1 Common Points.11

4.5.2 Different Points.11

5. Case Study and Future Development.12

 5.1 The Analysis of Crazy Development of Taobao.12

 5.2 The Analysis of Closing Tide of Wal-Mart.13

 5.3 Development Tendency.13

6. Conclusion.15

References.16