经济应用文写作当当网案例探究电子商务的营销策略.docVIP

经济论文写作训练 课 程 设 计 ? 题??? 目 由当当网案例探究电子商务的营销策略 学 院 管理与经济学院 专 业 国际经济与贸易 由当当网案例探究电子商务的营销策略 摘 要： 因特网作为电子商务的载体，已成为企业必不可少的信息采集、传输和交换的工具，其中电子商务更是备受瞩目，已被公认为是影响21世纪世界经济格局的新型经济模式和催化剂。核心是运用现代计算机通讯技术，尤其是网络技术为企业进行社会生产经营活动服务，使企业提高生产效益、降低经营成本、优化资源配置，从而实现社会财富的最大化。B2C电子商务模式的典型企业——当当网作为研究个案，在营销战略理论、营销组合理论的指导下，运用SWOT分析等经典营销分析工具，系统考察当当网营销策略的演进路径，对当当网营销策略的完善提出相关建议，同时为中国B2C电子商务的发展提供借鉴。本文研究由规范到实践,在规范方面，系统梳理分析国内外在经销策略方面的经典理论，在实践方面，分析总结国内外B2C电子商务领域的市场特点。两方面分析使研究结论的可靠性得到较大程度的保障。 文章重点讨论了在电子商务逐渐普及、B2C电子商务模式竞争日趋激烈的背景下，当当网如何调整和完善现有营销策略，以取得市场竞争中的有利位置。文章通过研究指出，营销策略与企业所处的内外经营环境的高度相关性。 关键词：电子商务，B2C，营销策略，当当网 Abstract： Internet is electronic vehicle for business on line, it turns to be the tool of companies for the purpose of collection, transferring and exchange for information. Whereby, Electronic Commerce is the focus of attention, and regarded as the new economic mode and activator for global economics in 21st century. It lies in his core tech. from modern computer communication system,especially net work technology serves for social production operation of companies so as to improve the production output and benefit, to decrease the operation costing, to optimize resource , so that maximum social property can be realised. Adopting the empirical research，the pap selects D，business in Chinese B2C mode，as the case study object．Based on the theories of marketing strategy and marketing mix，the author systematically reviewed the developing history of Dangdang’marketing strategy by means of the classical analysis methods such as SWOT etc．Meanwhile，some constructive suggestions have been put forwards to perfect the marketing strategies of Dangdangcom，which provide reference to the improvement of Chinese B2C mode．The basic research logic is from theory to practice．In the field of theory,the paper arranges the clasical marketing strategies domestically and internationally which provides the powerful basis for the follow-up st