發(fā)布時(shí)間：2018-04-23 15:16

  本文選題：網(wǎng)上書(shū)店 + 營(yíng)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(kāi)花的今天，網(wǎng)上書(shū)店經(jīng)過(guò)不斷發(fā)展與完善，，已經(jīng)成為同行業(yè)中的中堅(jiān)力量，堪稱其中的成功典范之一。網(wǎng)上書(shū)店因其方便快捷、品種豐富、物美價(jià)廉等特點(diǎn)，從而贏得越來(lái)越多顧客的青睞。 網(wǎng)上書(shū)店迅速崛起和普及，并成為一枝新秀，悄悄鯨吞著圖書(shū)市場(chǎng)這塊商業(yè)蛋糕，由此給實(shí)體書(shū)店帶來(lái)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(gè)“舶來(lái)者”。 最早叩開(kāi)中國(guó)大陸網(wǎng)上書(shū)店大門的商家，是美國(guó)的“亞馬遜”，一經(jīng)殺入中國(guó)市場(chǎng)，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(lái)欣然接受這種全新?tīng)I(yíng)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(guó)內(nèi)的當(dāng)當(dāng)網(wǎng)、卓越網(wǎng)（即：2004年被亞馬遜收購(gòu)，更名為“亞馬遜中國(guó)”）等隨之奮起直追，大展身手。而京東圖書(shū)商城厚積薄發(fā)、勢(shì)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(shū)店行業(yè)的發(fā)展，已經(jīng)進(jìn)入了信息化同步時(shí)代，競(jìng)爭(zhēng)也呈現(xiàn)白熱化狀態(tài)。誰(shuí)能夠看準(zhǔn)機(jī)遇、把握時(shí)機(jī)、搶占先機(jī)，誰(shuí)就有可能成為最后的贏家。 本文以編輯出版學(xué)、市場(chǎng)營(yíng)銷學(xué)、大眾傳播學(xué)、電子商務(wù)學(xué)等為研究基礎(chǔ)，對(duì)國(guó)內(nèi)網(wǎng)上書(shū)店的業(yè)態(tài)發(fā)展做出研究。通過(guò)與國(guó)外網(wǎng)上書(shū)店成功經(jīng)驗(yàn)的比較分析，認(rèn)準(zhǔn)國(guó)內(nèi)網(wǎng)上書(shū)店的現(xiàn)存弊端，以此分析國(guó)內(nèi)網(wǎng)上書(shū)店的市場(chǎng)環(huán)境與發(fā)展走向，并對(duì)當(dāng)下國(guó)內(nèi)具有代表性的網(wǎng)上書(shū)店亞馬遜中國(guó)、當(dāng)當(dāng)網(wǎng)、京東圖書(shū)商城、天貓書(shū)城等進(jìn)行案例比較、分析、研究。通過(guò)實(shí)例的運(yùn)行與營(yíng)銷，總結(jié)國(guó)內(nèi)網(wǎng)上書(shū)店運(yùn)營(yíng)過(guò)程中的現(xiàn)存問(wèn)題，有針對(duì)性地分析我國(guó)網(wǎng)上書(shū)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(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G239.23

【參考文獻(xiàn)】

相關(guān)期刊論文 前2條

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