我国网上书店业态与发展研究

发布时间：2018-04-23 15:16

本文选题：网上书店 + 营销研究　；参考：《河南大学》2013年硕士论文

【摘要】：在电子商务遍地开花的今天，网上书店经过不断发展与完善，，已经成为同行业中的中坚力量，堪称其中的成功典范之一。网上书店因其方便快捷、品种丰富、物美价廉等特点，从而赢得越来越多顾客的青睐。网上书店迅速崛起和普及，并成为一枝新秀，悄悄鲸吞着图书市场这块商业蛋糕，由此给实体书店带来的冲击，有人认为是脚癣之痒微不足道，有人却认为是洪水猛兽生死攸关。所以，日益增多的业内人士，把研究目光转向了这个“舶来者”。最早叩开中国大陆网上书店大门的商家，是美国的“亚马逊”，一经杀入中国市场，便一发不可收拾。广大顾客从最初的怀疑、旁观、审视，到后来欣然接受这种全新营销模式，直到现在已经成为不可或缺的一种生活方式，这就是“亚马逊”的成功之处。国内的当当网、卓越网（即：2004年被亚马逊收购，更名为“亚马逊中国”）等随之奋起直追，大展身手。而京东图书商城厚积薄发、势不可挡，已经成为业界公认的一匹“黑马”。目前，网上书店行业的发展，已经进入了信息化同步时代，竞争也呈现白热化状态。谁能够看准机遇、把握时机、抢占先机，谁就有可能成为最后的赢家。本文以编辑出版学、市场营销学、大众传播学、电子商务学等为研究基础，对国内网上书店的业态发展做出研究。通过与国外网上书店成功经验的比较分析，认准国内网上书店的现存弊端，以此分析国内网上书店的市场环境与发展走向，并对当下国内具有代表性的网上书店亚马逊中国、当当网、京东图书商城、天猫书城等进行案例比较、分析、研究。通过实例的运行与营销，总结国内网上书店运营过程中的现存问题，有针对性地分析我国网上书店业态的创新路径以及发展走向。
[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.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G239.23

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