Research On Network Marketing Strategy Of Amazon.cn Base On The Analysis Of Online Review

E-commerce industry is developing rapidly with the developent of our country economy, the progress of computer electronic technology and the widespread use of the Internet. People’s consumption pattern and shopping mode are undergoing change, meanwhile more and more people like shopping online. Amazon, one of the leading e-commerce companies in the world, has rich experience in the field of electronic commerce, the powerful logistics system and very profession al and advanced technology, but it has been tepid in China for ten years and its market share is declining year by year.Online review is an important reference for consumers to purchase goods online. Because the online shopping more virtual than traditio nal shopping, consumers can only judge by the seller to provide the information on the Internet and can’t see real goods.Consumers in order to collect more information and reduce the risk of shopping, you must read online reviews, reduce the information asymmetry between consumers and sellers.This article collects to Amazon.cn website selected representative goods online reviews,read the analysis of the online reviews of these goods, and carries on the SWOT analysis with rivals to study found that the Amazon.cn in the defects of the network marketing, analyze the root cause of the problem, through the deep understanding of the problem find network marketing improvement countermeasures to provide the basis for follow-up. In this paper the establishment of a third party suppliers, logistics and management cooperation, update self-conducting logistics center; Perfect product display, product page, product details, adjust the color of the web page; Insurance policy, the design value system; Increase the promotions and more promotion; Perfect after-sales service; Through quantitative analysis of the roll call big data model reconstruction network marketing measures; Estimates of consumption, development of the mobile platform, and many other aspects of the proposed the corresponding solution. This topic research provide basis for the establishment of Amazon.cn’s network marketing strategy.