| Summary: | 碩士 === 國立中山大學 === 國際經營管理碩士學程 === 106 === As consumers begin to lose interest in daily sales and discounts, many companies are looking for new methods to drive new consumption in term of motivating the collective consumption behavior, such as Alibaba’s Double 11 in China (also known as Singles’ Day on November 11 or Chinese National Ecommerce Day) and Black Friday in United States. These two shopping events are according to the phenomenon in Bakhtin’s carnival theory which allows consumers to be liberated from the shopping events and carnival spirits. These carnival spirits combine with shopping events is not only happen in China, but also, in the other side of the world, in the United States. Brick-and-mortars celebrate the Black Friday after Thanksgiving holiday, the entire USA falls into a crazy, passion, and high-pitched shopping mood. After several years, Alibaba’s “Cat’s head” (a mascot of Tmall) become the symbolic of Double 11, and walk around in the shopping malls has been parts of ritual after the Thanksgiving holiday in the United States.
The paper analyzed two studies on Double 11 and Black Friday, and mapped out those similarities. The author concluded these two events have successfully implemented five critical periods which associated with preheat stage, awaken stage, specific stage, high-pitched stage, and rational stage. Along with these five periods, companies who rely on the carnival spirits to hold the event can reference this study as applications.
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