A Research On The Development Of Online Bookstore In China

Internet has showed its great power in developing economy since it was applied in the field of national defence, education and research to commerce. Because of this reason, many kinds of enterprises use Internet to develop electronic commerce to accelerate the information delivering speed and reduce the management cost. They transmit production information and sell productions on Internet. As a product sold on Internet, book has many exterior characteristics, that is, book has too many species to be exhibited in traditional bookstores and other booksellers' storefront; book has a lower unit price, which can only bring little loss to readers in current credit-imperfection network environment, and readers are glad to buy it online; book has a standard shape and needs no other special protection so it is easy to be distributed. At the same time, book has an important interior characteristic, that is, book is an information and knowledge production and it satisfies the reader's needs by distributing information and knowledge. As a best platform for distributing information and knowledge, it is easy for Internet to reveal the book's value. Internet is also a huge information accumulative center and can provide other relative book information to readers who buy book online. Internet can raise book's value and promote sales. So book's interior characteristic is also adaptable to being sold on Internet. As all the reasons stated above, Internet is the best platform for bookselling and book is also the most suitable production to be sold online. It urges lots of traditional bookstores, publishing houses, acdemic groups, other ISP and ICP enterprises in China and other foreign countries to establish online bookstores of themselves. They sell books to network users all around the world and make the online bookstore develop very quickly. Now it is the most widespread and typical enterprise type in electronic commerc.The combination of the electronic commerce and publishing industry makes the development and the research of online bookstore have double meanings. Seeking for new channels and new models of bookselling based on the characteristics of online book industry is an enrichment and complement to the e-commerce science, and is also an expansion and innovation to the publishing industry in the sales channels andmarketing. Seeking for suitable organization models and concrete running tactics for online bookstore, and then providing macroscopical development countermeasures for them, are the basal starting point and the special angle of this dissertation.In this dissertation, the author analyses the changes in online bookstore's market scope, functions and core competencies, and discovers their effect on the organization of the online bookstore. Then the author introduces the necessary internal functions of the online bookstore and brings forward concrete construction method for it, which makes the organization can suit and guarantee the enterprise to achieve its target. Then the author discusses the concrete running tactics of the online bookstore, that is, interface design between customer and enterprise, implementation of marketing strategy, and physical distribution of books sold on net, through which to achieve the enterprise's target. In the end, the author puts forward correspondent macroscpical development countermeasures for online bookstore in China based on its current situations and exterior environment.(1) Introduction to the Online Bookstore ResearchIn this part of the dissertation, the author introduces the background of the online bookstore's development and prescribes the research object at first. Then the author reviews the existing literature about the online bookstore, summerizes its main content and development. It discusses the technology used in online bookstore, the development modes of online bookstore, concrete running tactics of online bookstore and the problems and countermeasures of online bookstore. In the end, the author analyses the problems existed in these literatures and brings about the meaning and main content of this dissertation.(2) Online Bookstore's Organization ConstructionOrganization is an open system formed by the people who have same objection. It can guide and guarantee the implementation of concrete running tactics of the enterprise. The changes in online bookstore's market scope, functions and core competencies make it harder and harder for the traditional organization to satisfy these functions, and require a less-hierarchy, flexible and networked organization. To satisfy the requirement brought forward, the online bookstore needs to follow the trade process between the enterprise and the consumers, design the interior functions of enterprise based on the tasks of the trade, and constuct the organization based onthe two process. Because continuous innovation in the running of the online bookstore is also an important approach to keep its competency, so the author sets up a research and development department as the core department of enterprise except for new others. It takes charge of constituting development stactics for the enterprise's future and guarantees the enterprise's ability to quickly react to the exterior enviroment. At the same time, because the online bookstore's function is richer than the traditional bookstore's, it is a waste to contain all departments in a single enterprise. In this dissertation, the author brings forward the mode of virtual enterprise and strategy alliance as modern organization modes used in online bookstore, which can keep the organization's flexibility and impel the organization to make use of the resources comprehensively. At last, for the traditional book industry enterprises who set up online bookstores, it is important for them to choose suitable organization. They can set up online bookstore as a department of the traditional enterprise, or develop it independently. This dissertation also researches and discusses this question on the theory of "breakthrough innovation".(3) Online Bookstore's Customer Trade Interface DesignIn the trade process of online bookstore, all trade processes should be completed via online bookstore's customer trade interface built on Internet. Customers and bookstore lacks of face-to-face communication. Customer trade interface becomes one of the important bases for readers to judge online bookstore's value and also forms "first impression" to readers. The function carried out on customer interface is numerous, and column arranged on customer interface is also abundant. In this dissertation the author combines the theories and demonstrations in customer interface design and puts forward the principle and six main factors in online bookstore's customer interface design at first. Then the author places emphasis on an important content in the six factors—virtual community, which have three value modes and can be run in two methods. At last, the author compares the customer interface of the well-known and representative online bookstores in China and foreign countries based on the six factors listed above, and summaries the merit and shortcoming of each and discovers the method to develop and perfect them.(4) Online Bookstore's Marketing StrategyInternet marketing is a special advantage of the online bookstore. Comparedwith other concrete running tactics, it is the most suitable for book industry enterprises (whether the traditional enterprise or the enterprise established on Internet). Online bookstore uses marketing strategy to let readers know it and get income from them. According to the change of the importance of each strategy, this dissertation mainly discusses the service strategy, the brand strategy, the price strategy and the promotion strategy.Traditional bookstores have less service to readers, but online bookstore can make use of DBM technology to save and analyse the information of the readers and the book providers, offer them different service modes and build network brand on Internet. Online bookstore changes sales mode of traditional book's list price system, makes price become one of the means of the enterprise's competition, and implements dynamic list price by data-mining technology, and displayes special features and advantage of list price online. At last, this chapter analyses the tools, the methods and the important point in the promotion of online bookstore.(5) Online Bookstore's Physical DistributionIt is always a difficult problem to be resolved when online bookstore distributes books to readers. In this dissertation the author analyses significance and exterior environment of the physical distribution of online bookstore. Then the author puts forward the mode of distribution based on the practice of online bookstore. It can solve this problem by itself and also can by the society (including the exterior logistics, and the logistics alliances). After selecting the logistics mode, the enterprise should reconstruct its existing logistics resources to adapt to the special characteristics of each online bookstore. Compared with traditional book logistics, the physical distribution of online bookstore is of small batch and high frequency. The reconstruction includes "changing", "borrowing" and "building". Because book is a kind of information production, online bookstore can also make book digitizated, and then deliver the digitizated book via Internet and facture it by the local enterprises. Then, the author discusses the meaning and the concrete design of book-returned service. At last, the author analyses the core problem of the logistic information system of online bookstore and puts forward the resolutions.(6) Online Bookstore's Current Situations and Development Countermeasures Since our country established the first online bookstore in 1995, the mode hasbeen innovated constantly. Many kinds of strength of society were trying hard to discover the best mode for localization of online bookstore. Experienced the stage of "concept propagandized " and the stage of "running steadfastly", three kinds of online bookstores have been formed, that is, the online bookstore formed by publishing house, by traditional bookstore and the pure online bookstore. Based on online bookstore's type and characteristics, this chapter offers different development countermeasures to them. At last, the chapter puts forward macroscopical countermeasures to develop online bookstore in our country. (GraphslO, Tables4)...