网上书城的营销模式及市场前景分析—以当当网为例

论文编号:GM771  论文字数:30380.页数:38

摘  要

 随着电子商务的日益成熟，网上书店应运而生，并以其方便、快捷等一系列优点冲击着传统的图书营销产业，这既是机遇又是挑战。网络营销是网上书店的独特优势所在，相对于组织构建、客户交易界面设计、物流配送等具体经营策略，它在出版发行企业中有着最好的适用度。目前，由于我国网络技术起步较晚，电子商务体系还很不完善，与欧美等国有较大差距，网上书店还处于萌芽阶段，在这一领域的相关研究尚未形成十分完备的理论框架。鉴于此，深入研究国内外出版物网络营销企业的营销策略，进一步丰富网络营销理论体系，具有重要的现实意义。本文力图以营销理论为基础，主要讨论服务策略、品牌策略、价格策略和促销策略，希望可以对其发展起到积极的借鉴意义。
 

 
 关键词：网上书店、品牌策略、定价策略、促销策略、服务策略、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
 

 
      网上书城的营销模式及市场前景分析
 ——以当当网为例

正文目录
第一章   绪论…………………………………………….…….……    1
 第一节  引言………………………………………………………………  1
 第二节  网上书城进行网络营销的研究概述……………………………  1
第二章  研究的理论基础……………………………….…….……  3
    第一节  传统市场营销理论的内在逻辑…………………………………  3
 第二节  网络营销策略与传统营销策略的比较…………………………  4
网上书城的现状……………………………….…….……  8
网上书城的现状…………………………………………………  8
我国网上书城的发展阶段………………………………………  10
网上书城的优势…………………………………………………  12
网上书城实施营销的策略组合……………….…….…… 14
网上书城的品牌策略 ……………………………………………  14
网上书城的定价策略 ……………………………………………  16
网上书城的促销策略 ……………………………………………  18
网上书城的服务策略 ……………………………………………  21
网上书城实施营销策略的具体案例分析
 —以当当网为例.…….…………………….…….………     24
网上书城所存在的问题、对策与发展前景…….………  30
网上书城所存在的问题…………………………………………  30
关于所存在问题的对策…………………………………………  30
网上书城的发展前景……………………………………………  32
第七章  结语…………….…….…………………….…….………   35

 参考文献……………………………………………….……….   36
 致谢………………………………….………………………….   37