Study On The Marketing Strategy Of Books And Electronic Commerce

With the development of science and technology, electronic commerce as a new business activities, has been increasingly penetrated into every aspect of our country's book distribution sector. Book e-commerce marketing has been increasingly brought to the attention of the press and bookstores distribution, become an important means of book marketing. In the era of big data, books issued to an edge, to fully grasp the customer information, with perfect e-commerce marketing system and marketing mode, to ensure that sales performance, improve the competitiveness.At present, the pace with the development of e-commerce marketing is differ, the overall level is still low, most of the press and the traditional bookshop rely on third-party e-commerce platform to provide technical and customer support. Traditional publishing houses and book electricity how to take advantage of the electronic commerce to find new ways to obtain a bigger development space, is our letter of major problems to be solved.JingDong books officially launched on November 1, 2010, with the content and the consumer shopping experience for the primary development goal, only less than four years beyond the amazon China, to become the market, and to faster growth rates continue to lead the development of the domestic industry.Its successful experience is worth using for reference.The first chapter is the introduction, the second chapter analyzes the present situation, the characteristic and the existing problems of the book e-commerce marketing in our country, and expounds the significance of introducing the electronic commerce into the book marketing. And with typical book B2 C e-commerce website JingDong book as the object of case study,combined with the 7PS marketing theory and the theory of e-commerce. In the third chapter, the fourth chapter and the fifth chapter respectively to book JingDong e-commerce marketing strategy, strategy and support system forsystem combing. To form a model and system for reference books and e-commerce marketing, in order to provide reference for the publishing company's flagship store, franchise stores and books, to promote the rapid development of China's book publishing industry.