电子商务的快速发展,越来越多的传统零售商已经开始进行网络销售外文翻译.docVIP

With the rapid growth of e-commerce, more and more conventional retailers have initiated sales online. Some traditional retailers have gained ground on the Web while the pure Internet retailers have been encountering economic difficulties and failing widely. There are different pricing behavior between online-only retailers and online branches of multichannel retailers. (Tang Xing, 2001) Interestingly, it is not the pure Internet outlets like” ” that are enjoying the real benefits of the Internet. This is because traditional retailers with a website earn 62 percent of all revenues. One reason for this situation is that it is much cheaper for a multi-channel retailer to attract Web customers than for on-line only operation (organizations with no premises for customers to visit). (Chaston, 2002) Enders and Jelassi (2000) argue that for the time being, it is sensible to design a multi- channel business model that includes both physical stores and online presence. However, this integration has turned out to be more difficult than expected. Having both online and offline distributio channels could contribute to major channel conflicts, different channels may require different pricing, and the Internet could compose a threat to the existing business model. Based on the study of Hyokjin K., books are position in a high-information required and a popular segment. Therefore, advertising practitioner may want to use internet and offline media print rather than radio or TV to stimulate interest (Hyokjin K. et al, 2002; p35). Online ads, for instance, provide information; while offline advertising campaigns are used to keep popularity. The integrated campaign works both to build image and sales over the long term. Among the findings in last years report is that consumers making purchases for readers aged 14 -17 are more likely to be motivated by recommendations from people they know than by reviews or price. Cover art, reviews, and price play the mo