網上書城的營銷模式及市場前景分析—以當當網為例

國際貿易論文編號:GM771  論文字數:30380.頁數:38

網上書城的營銷模式及市場前景分析
 ——以當當網為例

正文目錄
第一章   緒論…………………………………………….…….……    1
 第一節  引言………………………………………………………………  1
 第二節  網上書城進行網絡營銷的研究概述……………………………  1
第二章  研究的理論基礎……………………………….…….……  3
    第一節  傳統市場營銷理論的內在邏輯…………………………………  3
 第二節  網絡營銷策略與傳統營銷策略的比較…………………………  4
網上書城的現狀……………………………….…….……  8
網上書城的現狀…………………………………………………  8
我國網上書城的發展階段………………………………………  10
網上書城的優勢…………………………………………………  12
網上書城實施營銷的策略組合……………….…….…… 14
網上書城的品牌策略 ……………………………………………  14
網上書城的定價策略 ……………………………………………  16
網上書城的促銷策略 ……………………………………………  18
網上書城的服務策略 ……………………………………………  21
網上書城實施營銷策略的具體案例分析
 —以當當網為例.…….…………………….…….………     24
網上書城所存在的問題、對策與發展前景…….………  30
網上書城所存在的問題…………………………………………  30
關于所存在問題的對策…………………………………………  30
網上書城的發展前景……………………………………………  32
第七章  結語…………….…….…………………….…….………   35

 參考文獻……………………………………………….……….   36
 致謝………………………………….………………………….   37

摘  要

 隨著電子商務的日益成熟，網上書店應運而生，并以其方便、快捷等一系列優點沖擊著傳統的圖書營銷產業，這既是機遇又是挑戰。網絡營銷是網上書店的獨特優勢所在，相對于組織構建、客戶交易界面設計、物流配送等具體經營策略，它在出版發行企業中有著最好的適用度。目前，由于我國網絡技術起步較晚，電子商務體系還很不完善，與歐美等國有較大差距，網上書店還處于萌芽階段，在這一領域的相關研究尚未形成十分完備的理論框架。鑒于此，深入研究國內外出版物網絡營銷企業的營銷策略，進一步豐富網絡營銷理論體系，具有重要的現實意義。本文力圖以營銷理論為基礎，主要討論服務策略、品牌策略、價格策略和促銷策略，希望可以對其發展起到積極的借鑒意義。
 

 
 關鍵詞：網上書店、品牌策略、定價策略、促銷策略、服務策略、前景展望

ONLINE BOOKSTORE'S MARKETING AND ANALYSIS OF PROSPECTS ——AS AN EXAMPLE TO DANGDANG

 ABSTRACT

 With the growing maturity of e-commerce, online bookstores have emerged, because of its convenient, fast and a series of advantages ,it make an great  impact on the traditional book marketing industry, which is both an opportunity and a challenge. Network marketing is the online bookstore's unique advantage, compared to organizations building, or customer transactions interface design, logistics and distribution, and other specific business strategy, which was published in the business is the most Application of good. At present, due to a late start of China's Internet technology, e-commerce system is still flawed, and state-owned large gap between Europe and America, the online bookstore is still in its infancy, in this area of research has not yet formed a complete theoretical framework. In view of this, in-depth study on domestic and foreign publications network marketing business marketing strategy, further enrich the theoretical system of network marketing is of great practical significance. This paper seeks to marketing theory, on the basis of the service strategy, brand strategy, pricing strategy and promotional strategy so hope that it has played a positive reference of their development.

 KEYWORDS：Online Bookstore, Brand Strategy, Pricing Strategies, Promotional Strategies, Services Strategy, Prospects