本文選題：網(wǎng)上書店 + 營銷研究�。� 參考：《河南大學(xué)》2013年碩士論文

【摘要】：在電子商務(wù)遍地開花的今天，網(wǎng)上書店經(jīng)過不斷發(fā)展與完善，，已經(jīng)成為同行業(yè)中的中堅力量，堪稱其中的成功典范之一。網(wǎng)上書店因其方便快捷、品種豐富、物美價廉等特點，從而贏得越來越多顧客的青睞。 網(wǎng)上書店迅速崛起和普及，并成為一枝新秀，悄悄鯨吞著圖書市場這塊商業(yè)蛋糕，由此給實體書店帶來的沖擊，有人認(rèn)為是腳癬之癢微不足道，有人卻認(rèn)為是洪水猛獸生死攸關(guān)。所以，日益增多的業(yè)內(nèi)人士，把研究目光轉(zhuǎn)向了這個“舶來者”。 最早叩開中國大陸網(wǎng)上書店大門的商家，是美國的“亞馬遜”，一經(jīng)殺入中國市場，便一發(fā)不可收拾。廣大顧客從最初的懷疑、旁觀、審視，到后來欣然接受這種全新營銷模式，直到現(xiàn)在已經(jīng)成為不可或缺的一種生活方式，這就是“亞馬遜”的成功之處。國內(nèi)的當(dāng)當(dāng)網(wǎng)、卓越網(wǎng)（即：2004年被亞馬遜收購，更名為“亞馬遜中國”）等隨之奮起直追，大展身手。而京東圖書商城厚積薄發(fā)、勢不可擋，已經(jīng)成為業(yè)界公認(rèn)的一匹“黑馬”。 目前，網(wǎng)上書店行業(yè)的發(fā)展，已經(jīng)進(jìn)入了信息化同步時代，競爭也呈現(xiàn)白熱化狀態(tài)。誰能夠看準(zhǔn)機(jī)遇、把握時機(jī)、搶占先機(jī)，誰就有可能成為最后的贏家。 本文以編輯出版學(xué)、市場營銷學(xué)、大眾傳播學(xué)、電子商務(wù)學(xué)等為研究基礎(chǔ)，對國內(nèi)網(wǎng)上書店的業(yè)態(tài)發(fā)展做出研究。通過與國外網(wǎng)上書店成功經(jīng)驗的比較分析，認(rèn)準(zhǔn)國內(nèi)網(wǎng)上書店的現(xiàn)存弊端，以此分析國內(nèi)網(wǎng)上書店的市場環(huán)境與發(fā)展走向，并對當(dāng)下國內(nèi)具有代表性的網(wǎng)上書店亞馬遜中國、當(dāng)當(dāng)網(wǎng)、京東圖書商城、天貓書城等進(jìn)行案例比較、分析、研究。通過實例的運行與營銷，總結(jié)國內(nèi)網(wǎng)上書店運營過程中的現(xiàn)存問題，有針對性地分析我國網(wǎng)上書店業(yè)態(tài)的創(chuàng)新路徑以及發(fā)展走向。
[Abstract]:With the development and perfection of e-business, online bookstores have become the backbone of the same industry, and can be regarded as one of the successful models. Because of its convenience, variety, good quality and low price, online bookstores win more and more customers' favor. The rapid rise and popularity of online bookstores and their emergence as a rookie, quietly swallowing the business cake of the book market, has had an impact on physical bookstores, which some consider to be the prickle of tinea pedis. Some people think it's the flood and the beast that are at stake. Therefore, the increasing number of people in the industry, the focus of the study on this "import." The first to open the doors of online bookstores in mainland China was the Amazon of the United States. Once it entered the Chinese market, it became unmanageable. From initial skepticism, onlookers, scrutiny, and then embrace of this brand new marketing model, it has now become an indispensable way of life, which is where Amazon's success lies. Domestic Dangdang, Excellence (that is, was acquired by Amazon in 2004, renamed "Amazon China") and so on to catch up. JingDong book mall, unstoppable, has become a "black horse" recognized by the industry. At present, the development of online bookstore industry, has entered the information-based synchronous era, competition also presents a white-hot state. Who can see the opportunity, seize the opportunity, seize the opportunity, who is likely to be the ultimate winner. Based on the research of editing and publishing, marketing, mass communication and electronic commerce, this paper studies the development of domestic online bookstores. By comparing and analyzing the successful experiences of foreign online bookstores, we can identify the existing disadvantages of domestic online bookstores, and then analyze the market environment and development trend of domestic online bookstores, and give an account of the current domestic representative online bookstores in Amazon China. Dangdang, JingDong Book City, Tmall Book City for case comparison, analysis, research. Through the operation and marketing of examples, this paper summarizes the existing problems in the operation of domestic online bookstores, and analyzes the innovation path and development trend of online bookstores in China.
【學(xué)位授予單位】：河南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G239.23

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相關(guān)期刊論文 前2條

1 胡羽;;余志明——香港網(wǎng)上書店的殉道者[J];經(jīng)營者;2002年05期

2 傅若巖;;京東商城布局網(wǎng)上書店 不計盈利求多元化發(fā)展[J];IT時代周刊;2010年24期

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