Analysis On The E-marketing Strategy Of Child Book Of Winshare Online

The progress of science and technology had promoted the development of the Internet, and the popularity of computers made the number of Internet users continue to increase. E-commerce emerged under such circumstances. Meanwhile with the improvement of people’s economic level and the convenience of online shopping, the online shopping group is also in a large-scale growth to further accelerate the development of E-commerce.The rapid development of E-commerce had challenged traditional business not a bit, and that made the most of the traditional industry operators come to realize that it’s inevitable to expand online market under this commercial environment. Therefore, no matter actively or passively, they began to carry out e-commerce activities. No matter for what reason, even selling online is just an increase of sales channels for them, they have to do so and so we could see now nearly all the traditional retail enterprises on the network have opened their own official flagship stores.The book industry is one of them.Winshare Online E-commerce Co., Ltd.(hereinafter referred to as Winshare Online), having the background of Xinhua Bookstore, is in such a large environment set up and mainly engaged in online sale of books. E-commerce developed not long in China. Comparatively, online book sale is much shorter and slowly developed. Then for the newly joined book enterprises, it’s difficult about how to do internet marketing for books, especially for the unique child book.The purpose of this paper is that using the scientific management theory and research methods to do an examination of traditional child book business, compare the domestic and foreign books e-commerce business’ development and current situations, and analyze deeply the situations of online child book market, development direction of consumption demand and the operation mode of child book. After that, it will show the consideration about Winshare Online Company’s E-marketing strategy of child book and the plan to implement it. Through the construction and implementation of the strategy, it could promote child book online business of Winshare Online and also make it grow fast and healthily.In this paper, many analysis methods are used, including reading of the related papers, expert consultation, data analysis, PEST analysis method, Porter’s five forces model analysis method and SWOT analysis method, to comprehensively analyze the child book business of the company, and then further a set of suitable marketing strategy should be made for it.This strategy is divided into two stages: product analysis stage and marketing stage. A differentiated variety strategy, based on consumer demand, should be taken under the product analysis stage and a flexible set of strategies, applicable to a specific variety, should be set in marketing stage. It’s hoped that this strategy can provide theoretical and practical basis for the further development of the company’s child book business.