Abstract With the constant development of world economy eternity and continuous progress of trading markets, both of people’s income in China and in other countries achieved a huge promotion, which leads to the bigger and bigger need of all kinds of goods in the whole world; At the same time, on account of the constant deepening of the development of modern industrial society and the continuous progress of people’s efficiency, people’s producing standard has grasped huge progress and gives human’s enough power to offer a large amount of products and services. Both of the two points lead to the situation of supply exceeding demand of modern society and spur various sales promotion measures of the goods suppliers.71709

This essay emphasizes on the differences and similarities between the two shopping Carnivals of “Double Elevens” and “Christmas Discount Season” Through these analysis, the author supposes to let the relative professionals to have a good knowledge in eastern and western purchasing culture and custom and realize the cultural factors resulting in those phenomena; The author also expect to help those companies and sellers to improve their promotion strategies. This essay could be pided into three parts: The first part writes the studying background, status and meanings on these two Shopping Carnivals; the second part introduces the origin of them; The last part the writes the differences similarities and related reasons.

Key Words: Culture background; Shopping; Discount

中西方文化背景下的购物狂欢节研究—以中国的“双十一”和西方的圣诞打折季为例

摘  要随着世界经济一体化的发展和贸易的不断进步，不论是中国人民还是其他国家的人民的收入水平不断提高，这使得人们对各种商品的需求不断扩大；同时由于当今社会工业化的不断发展，人们的效率不断提高，为社会提供了大量的商品。这些原因让广大的企业家们商家们开始了各种各样的购物促销措施。

本文通过对中国的“双十一”活动和西方圣诞打折季两种促销方式的相同点、不同点及其原因的分析，希望相关人员能了解西方各自的购物文化和购物习惯等，体会造成两者异同的文化因素；帮助商家们在了解东西方购物习惯的不同之后，能够不断改善自己的促销方式。本文主要内容分为三部分：第一部分写了两种购物方式的研究背景，研究目的和研究意义；第二部分写了两种购物方式的起源；第三部分写了两种购物模式的异同点以及原因。

毕业论文关键词：文化背景；购物；打折

Contents

Abstract I

摘  要 II

Contents III

Chapter 1：Introduction 1

1.1 Research Background 1

1.2 The Significance of the Research 2

1.3 Framework of the Research 2

Chapter 2: Origin of the Two Shopping Carnivals 3

2.1 Origin of the “Double Elevens” 3

2.2 Origin of the Christmas Discount Season 3

Chapter 3: Differences and Similarities of These Two Shopping Carnivals 5

3.1 Differences of these two Shopping Carnivals 5

3.2 Similarities of These Two Shopping Carnivals 6

Chapter 4：Conclusion 8

Reference 10