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Shopping online has become an inseparable part of people’s life, with the development of internet technology. This thesis takes the consumer group of Taobao “Double 11” Carnival as research subject and attempts to find out the reasons for the quick development of shopping online and its occupation of the market from perspectives of consumer preference, price elasticity of demand, and price discrimination. Based on the marketing methods adopted and sales performance during Taobao “Double 11” Carnival, this thesis illustrates how the electronic commerce enterprise created such sales miracles by analyzing consumer preference, price elasticity of demand of different goods and price discrimination strategy adopted to boost sales.

A study on network sales carnival from an economics perspective