通过与美国B2C对比分析中国B2C电子商务的营销策略英文论文.pdfVIP

毕业论文范文模板 A Study on the Marketing Strategies of China’s B2C in comparison with B2C in America Based on a case study on D and A 通过与美国B2C 对比分析中国B2C 电子商务的营销策略 Abstract With the deepening trend of globalization, as well as Chinas rapid economic development, emerging e-commerce is gradually developing in the global market, mainly in the way of B2B and B2C and it enjoys good momentum of development. But we also can not ignore the current state of development of Chinas B2C. This paper takes the comparison of operation modes in Sino-US e-commerce companies (Dangdang and Amazon) under two different cultural and economic entities as the example. On one hand, this paper analyzes their respective advantages; on the other hand, it points out their shortcomings. This paper aims at putting forward constructive ideas through real case for the future development of electronic commerce and providing important reference materials for individuals and companies engaged in and intend to engage in e-commerce and intend to make contribution to explore the way for e-commerce development in China. Key words: B2C, e-commerce, Dangdang, Amazon 摘要 随着全球化趋势的不断加深，以及中国经济的迅速发展，新兴电子商务逐 渐深入全球市场，主要以B2B 和B2C 等方式存在，发展势头良好。但是我们 也不能忽视当前中国B2C 发展的状况，本文以两种不同文化和经济实体下中美 电子商务公司（当当和卓越亚马逊）运营模式对比为例。一方面，分析各自的 优势；另一方面也指出各自存在的不足。意在通过实实在在的案例为后期的电 子商务发展提出建设性意见，也为正在从事和打算从事电子商务的个人和公司 提供重要的参考资料，为探索适合中国电子商务发展的道路做出贡献。 关键词：B2C ，电子商务，当当，亚马逊 Contents Chapter I Introduction of Development and Status Quo of Dangdang and Amazon 2 Chapter II 4P Analysis of Marketing Strategy3 2.1 Comparative Analysis of Product 4 2.2 Comparative Analysis of Price 5 2.3 Comparative Analysis of Promotion 6 2.3.1 Promotion of its B