A Study On Marketing Strategy Optimization For Dangdang.com In Post General Merchandise Operation Era

Report of Iresearch.com suggests that by December 2015,the transaction size of China’s online retail market has reached 3.8 trillion RMB,a year-on-year growth of 33.9%.%.In 2015,the transaction size of online retail market accounted for 12.7% of total retail sales of consumer goods,which had increased by 2.1% from 10.6% in 2014.What is more,the development of online retail market was propelled by the combination of consumers’ rising purchasing power,online consumption habit and mobile social online purchase,B2 C online retail embraced the unprecedented prime time for development,and major B2 C online retail companies had completed their layout of general merchandise in succession in 2013.Dangdang.com grows from an original online book store to an online department shopping mall,but lags behind both in volume and in development speed compared with the growth of B2 C e-commerce in China,besides,its major business remains a role of following.In the post general merchandise era,Dangdang.com is confronted with more intense competition,therefore,it is necessary to optimize the marketing strategy and development outline,to design an e-marketing strategy oriented by consumers,to consolidate and improve its competitive position for the ultimate goal of elevating its profitability.This dissertation starts with the background and significance of this study,then reviews the literature,including relevant theories like marketing theory,five competitive model,and further defines the research orientation of this dissertation,namely,the transition of the post general merchandise era.Secondly,this dissertation analyzed the situation of the B2 C online retail market in the post general merchandise era,and the competition as well as the influences of post general merchandise era.Thirdly,the author analyzes the competition environment Dangdang.com is facing,from which some lessons are drawn,and accordingly,the author points out the development outline and marketing strategy of Dangdang.com in such an era of general merchandise.Finally,the author points out the problems Dangdang.com would confront after the transition into operating general merchandise,and the reasons,and then advances some optimized strategies in consumers’ needs,cost,convenience,communication and live show marketing for Dangdang.com.What is more,the shortcomings and the further research orientation for this dissertation are also put forward.