Research On The Cyber Marketing Based On E-Supply Chain Of Book

With rapid development of the Internet technology and globalization of world's economics, cyber-marketing is becoming a brand-new and booming modern marketing mode, which takes more advantages (e.g. interaction with customer in real time with low cost and without the limit of time and space) than that of traditional marketing. However, it is a pity that the theory and application of cyber-marketing is not sound one that usually thinks everything from the angle of an enterprise other than the whole supply chain. Famous economist Christopher pointed out: in today's unpredictable marketing competition, the market is no longer on the sellers' side but on the buyers' side, and the competition is no longer between enterprises but between supply chains. Supply chain management is worldwide, significant and hot topic of research on enterprise management, which has brought great profits to some famous company (e.g. HP, Wal-Mart, P&G). As a result, this paper takes book's supply chain for example to study on cyber-marketing from the whole supply chain, and this will lead to better academic and practical value.Main content of this paper is divided into 4 parties that will be studied closely around the cyber-marketing based on book's e-supply chain. Now, these 4 parties are introduced respectively as follows.Part I: Review of theories and practicesFirstly, this paper expatiates on the current research status of the related basic theories (i.e. supply chain management theories and cyber-marketing theories); Secondly, history and trends of development on international modern book marketing are narrated from the angle of practices. Lastly, history of China's book cyber-marketing is reviewed, where there are 7 kinds of deficiency pointed out in the current status of China's book cyber-marketing.Part II: Theories of cyber-marketing based on e-supply chainThis part proposes new theories of cyber-marketing-theories of cyber-marketing based on e-supply chain. Theories of cyber-marketing based on e-supply chain are composed of combined theory of cyber-marketing, "soft" theory of cyber-marketing, "response and direct" theory of cyber-marketing, consumer's behavior theory of cyber-marketing, and logistics mode theory of cyber-marketing. The author thinks theories of cyber-marketing based on supply chain not only include the traditional three basal theories (e.g. combined theory of cyber-marketing, "soft" theory of cyber-marketing, and "response and direct" theory of cyber-marketing.) but include consumer's behavior theory of cyber-marketing and logistics mode theory of cyber-marketing as well. In addition, the new theories of cyber-marketing based on supply chain will develops and promotes the traditional three basal theories from the angle of the whole supply chain.Part III: Application of cyber-marketing based on e-supply chain of bookUnder the guidance of theories of cyber-marketing based on supply chain, some enterprises in book supply chain (e.g. Xinhua bookstores of Jiangxi province including its unique logistics center, 7 publishing houses) are frequently visited or called at and lots of data are collected. This part uses some tools such as association...