亚马逊网上书店营销模式的探究.docxVIP

课题：亚马逊网上书店营销模式的探究专业学生姓名班组学号指导教师完成日期目录摘要……………………………………………………………………………ⅠABSTRACT………………………………………………………………………Ⅱ前言…………………………………………………………………………………1一、亚马逊网上书店销售的现状……………………………………………2二、亚马逊网上书店营销模式中的优点……………………………………3（一）产品多样全面…………………………………………………………………3（二）价格实惠低廉…………………………………………………………………4（三）销售渠道方便严谨……………………………………………………………6（四）促销活动丰富多样……………………………………………………………9三、亚马逊网上书店营销模式中存在的不足……………………………10（一）扩展过快带来风险……………………………………………………………10（二）对图书销售监管不严谨………………………………………………………10（三）库存配置存在不足……………………………………………………………11（四）不支持在线阅读………………………………………………………………11（五）对消费者的回访次数过于频繁………………………………………………11四、解决问题的对策……………………………………………………………13（一）强化图书业务、促进图书销售………………………………………………13（二）加大惩罚力度、完善监管机制………………………………………………13（三）避免大量库存，加快存货周转………………………………………………13（四）制定回访策略，保证回访效果………………………………………………13（五）改善客户服务、更彰显人性化………………………………………………13结论………………………………………………………………………………14致谢………………………………………………………………………………15参考文献…………………………………………………………………………16摘要计算机网络的迅速发展,推动了电子商务的发展,图书作为一种适合开展电子商务的产品,为网络书店成为一种典型的电子商务项目奠定了基础。网上书店，这是一种高质量，更快捷，更方便的购书方式。如何开展图书的网上销售，正确的营销模式决定着企业的成功与否。本文从产品、价格、渠道、促销四方面入手探究亚马逊网上书店在营销中体现出来的优点，并看出其中的不足。传统书店或其他的网上书店可借鉴其营销模式，使自身可以更好地发展。关键词：亚马逊网上书店营销模式The amazon online bookstore marketing model of shallow exploredAbstractThe rapid development of computer network, to promote the development of e-commerce and books as a kind of products suitable for conducting e-commerce, for the network bookstore has become a typical e-business project laid a solid foundation. Online bookstores, it is a kind of high quality, more efficient and more convenient way to buy books. How to develop the online sales of books, the right marketing model determines the success of the enterprise. In this paper, from product, price, channel, promotion four aspects to explore the amazon online bookstore manifested in marketing advantages, and know the shortage. Traditional bookstores or other online shop can draw lessons from its marketing mode, to make itself can better development.Keywords: Amazon;Online bookstore ;Marketing model前言当今社会正处于信息化的时代，近年来国内互联网的发展十分迅速，电子商务正在不断地发展壮大