Study On The Internet Marketing Strategy Optimization Of Dangdang Based On4R Theory

In the late90’s of the last century there was started a new Internet marketingwhich become a new form of book marketing. Dangdang (www.dangdang.com)which was an online bookstore in its early development and now is an onlineshopping mall, has the main business of book sales. However its main businessprofitability is not stable and it is necessary to optimize online marketing strategies ofbooks.This paper study on Internet marketing strategy for dangdang books by SWOTand PEST analysis method, and analyzes internal and external environment whichdangdang was faced. Dangdang currently has some strengths including brandadvantage, high cost control and operations efficiency, logistics system modernization,search convenient, funds guarantee, while exists some weaknesses about poorbusiness profit capacity, logistics warehousing flexibility not high, and missing onlinecustomer service; faced Government on e-commerce support, e-commerce technologyincreasingly perfect, network purchased became consumption habits of developmentopportunities, while also faced Publishing House on supply control, competitionfierce, network security problem. In order to seize the existing opportunities fordevelopment, and get full use of advantages of dangdang, this paper design amarketing strategy optimization based on the4R theory. The strategy optimizationbased on principles of minimizes costs and maximize customer satisfaction. There arefour key strategies including Relevance, Reaction, Relationship, and Reward.Relevance policy including enterprises design product portfolio to meet needs,establish good brand basis. Response strategy including establish a response-drivenservice system, and create through employee loyalty to customer enthusiasm.Relationship strategy including strengthen the customer relationship management,establish networking readers database. Reward strategies improving customerdelivered value of the business as much as possible, to improve their owncompetitiveness. Implementation of the programmers requires the following insurance:Establishing organizations that are appropriate, improving information support system,talent management center was established, perfecting training mechanism.This paper’s conclusion in favors of dangdang to solve their own problems andimprove business profitability, and achieve dangdang’s steady profit, and become a good basis for sustainable development of marketing of as dangdang books.