Study On Electronic Commerce Platform Of Traditidonal Publishing Enterprises In China

In the era of electronic commerce,the book retail channel gradually shifted from offline to online,and the e-commerce of book industry has attracted the attention of all circles of society.China's traditional publishing house has become a self-financing publishing enterprise after the transformation of enterprises.Book sales are crucial to its survival and development.With the collapse of offline physical bookstores and the increasing sales of online books,traditional publishing enterprises have begun to lay out online book marketing channels for their own operation and management.Jingdong,dangdang and other third party book e-commerce companies use the vast amount of traffic resources and user resources to start the joint author's layout of the publishing market,and grab the upstream resources of publishing enterprises.Therefore,traditional publishing enterprises,in combination with their own development characteristics,have set up an e-commerce platform to expand the marketing market,which is an important part of the future transformation and development of enterprises in the e-commerce environment.Our traditional publishing enterprises electric business platform as the main object of study,first of all,e-commerce,electric business platform and traditional publishing enterprises electric business platform related concept is defined,in order to make clear the object of study.The traditional publishing enterprise e-commerce platform refers to the platform that traditional publishing enterprises rely on the Internet and use e-commerce technology to conduct online book negotiation and transaction.China has a large number of publishing enterprises,and the construction of e-commerce platforms is complex.Among the 503 traditional publishing enterprises in various provinces and cities across China,289 publishing enterprises have established e-commerce platforms to further define the scope of research.Secondly,China's traditional publishing enterprise e-commerce platform is generated in the macro and micro environment of traditional publishing enterprises,catering to the development trend of online retail market.According to the platform operation mode,289 publishing enterprise e-business platforms are divided into three categories: self-built e-commerce platform,third-party e-commerce platform and semi-self-built e-commerce platform.Compared with other e-commerce platforms,the operating mode of traditional publishing enterprise e-commerce platform is unique.The operation subject of e-commerceplatform is a traditional publishing enterprise.Firstly,it has a complete structure system,which is divided into three parts: information management module,sales management module and user management module.In general,the e-commerce platforms of 289 traditional publishing enterprises have different development pace and good operation degree.Science and technology press,e-commerce platform and citic publishing house three stores is relatively perfect in the current development of traditional publishing enterprise electric business platform,platform,book display interface,transaction process and marketing operations are relatively perfect,the significance of reference to the electric business platform was built for other firms.Self-built mall independent strong,helps to establish own e-commerce brand;The third party e-commerce platform can greatly improve the book sales and save cost of traditional publishing enterprises by virtue of the traffic advantages of third-party e-commerce.And the profit pattern of traditional publishing enterprise electric business platform mainly includes selling books,pay for content,pay and four advertising cooperation,for the traditional publishing enterprise in the increasingly fierce market competition to gain more benefits.Finally,through the systematic research on the traditional publishing enterprise e-commerce platform,it is found that there are different problems in the e-commerce platform of different types of traditional publishing enterprises.The problems of low operating level of self-built e-commerce platform,low book sales volume,inadequate logistics service and insufficient publicity are the most prominent problems.And third party store is limited by a third party electric business platform,traditional publishing company profits are huge commissions and electrical business activities greatly extrusion,little bargaining power and operating authority,homogeneity is obvious.To solve these problems,the traditional publishing enterprise self-built electric business and third-party shops are to be improved,the establishment of the traditional publishing enterprise e-commerce platform should pay attention to the coordinated development of two kinds of electric business platform,and combining with offline book marketing channel layout perfect book marketing network,establish a traditional publishing enterprise brand of e-commerce.