Research Of DangDang E-book Platform

The development of mobile Internet and digital technology have greatly changed people’s reading habits and the way of reading.Therefore,e-book have attracted more and more attention.When the techonlogy of digitial publication and e-book started to appear in China,however,the e-book platform in foreign countries respected by Amazon have developed to a more mature stage.Taking the advantage of technology,capital and the industrial chain,Amazon almost has s monolopy over the American e-book market.Comparatively speaking,the e-book platforms in China are still in the state of discovery,and have developed slowly.Howerever,the situation has changed now.Under the joint efforts of our country,e-book publishing platforms and readers,the situation of e-book platforms in China have got better.The e-book platforms are investigating in independent developments and learning advanced experience from foreign countries.Although the degree of maturity can not be compared with Amazon,the developments of e-book platforms are on the right track.2011,DangDang have set food in the field of mobile reading and set up the whole industry chain of e-book platforms.Particularly,DangDang have attached importance to the supply of production and service.Nowadays,DangDang e-book platform has a fixed customer base admist the growing competition.After years of efforts,DangDang e-book platform’s performance is still not outstanding which indicating that there must have been many problems during the development of DangDang.Therefore,this study regards DangDang e-book platform as the object of research,combining with the theory of electronic commerce and marking science.Firstly,this paper introduces the background and significance of the study.The development of digital technology have prompted the e-book’s developments.This paper chooses DangDang e-book platform as the subject will provide some useful reference for DangDang.Secondly,this paper sums up the development history and development environment of DangDang.This paper divides DangDang’s development history into four stages along the chronological order and introduces its development environment from the aspects of politics,economy,techonlogy and society.Thirdly,this paper analyses the production and service of DangDang e-book platform including the e-book resource,DangDang reading app,Doucon,services for users,authors and publishing houses,Also,this paper takes DangDang e-book platform compared with JingDong e-book platform and Amazon China e-book platform.By comparing,this paper can conclude the advantages of DangDang e-book platform.Firstly,DangDang e-book platform has set up a good long-term relationship with most of publishing houses in China and have been paying attention to improving the degree of e-book’s conversion rate.Secondly,DangDang has a large-scale of traditional e-book resources including so many besr-sellers.Thirdly,the technology of big data has improved its sensitivity of book industry.Meanwhile,there are many problems existing in the development of DangDang e-book platform.For example,DangDang has a long e-book industrial chain so that ignoring the degree of specility.Also,DangDang can not avoid the homogeneity in the competition of e-book platform and technology has become one of DangDang’s disadvantages.If these troubles are not be treated properly,then it will do harm to DangDang’s long-term development.Lastly,this paper put up some suggestions for DangDang e-book platform maintaining advantages of the traditional e-book business,developing intensivly and professionally;improving service quality and user’s experience;inhancing the technological progress and forstering technology talents;strengthening cooperation and exchange with other e-book platforms and middle men.