| Te In the Internet era,Electronic Commerce(e-commerce)has been on a unprecedentedly high-speed development of the road.Compared with the offline shopping,online shopping has dominated absolutely in the retail market with its advantages of convenience and high cost-effective performance.Besides,the online market has got into a totally new world with the influence of the recurrence of the COVID-19 pandemic.With the rapid development of online market,the competition in this industry has also been fierce.In order to win consumers mostly,the marketing strategies of the e-commerce industry have been created and changed everyday,and a competitive model has been created gradually,which includes not only searching e-commerce and social e-commerce,but also the interest e-commerce.With the dominating advantage of price,Buy Together,a domestically large-scale e-commerce platform has taken this opportunity from‘the ’sinking market ’ to achieve the rapid development,having the negative influence on the market shares of the TOP 2 platforms,TMALL and JD.Meanwhile,other merchants can be able to involve into the price war as well.Plenty marketing opportunities have been created,which can be used in the e-commerce marketing.At the same time,new challenges about business marketing strategies have been taken into account.A lot of theories and methods have been applied in this thesis,such as SWOT analysis,STP marketing theory,4P marketing theory,Amazon flywheel model,big data marketing and other related theories,the field research method,the literature research method.Meanwhile,some data analysis approaches have been used,like the data statistical analysis tool called SPSS.26,the descriptive,correlation and regression analysis,and other data analysis methods.By accessing the relevant research data of the book industry in the Internet and using 115book-publishing houses of the internal systems of the science and technology group of W company from 2018 to 2021,and more than 1 million historical sales data in the four major domestic mainstream e-commerce platforms,which are TMALL,JD,Dangdang and Buy Together,the internal and external marketing environments of W company’s book e-commerce marketing has been analyzed.In addition,the main factors of the book e-commerce marketing sales of the science and technology group of W company have been thought about.Some conclusions have been discussed.In terms of marketing costs,no matter what the channel is,marketing cost is the most important factor to affect book sales;in terms of promotion month,the books’ sales is not related to the promotion in peak months,namely,the reason why books have higher sales in June and November than other months is not related to the time of promotion,but only the discount of promotion;as far as different publishers,compared with the non-professional science and technology publishers,the books of professional science and technology publishers whose books have higher sales in Dangdang,JD.COM and Tmall,but in BUY TOGETHER,this advantage is not obvious;in terms of the scope of the publishers,compared with the general B-level publishers,no matter what kind of the sales channel is,the books of the general A-level publishers haven’t obvious advantages,while the potential publishers,the key B-level publishing house and the key A-level publishers have obvious advantages.As far as the book category,compared with the book category 4,other categories books have higher sales in Dangdang and JD.com,while there is no significant difference in BUY TOGETHER and TMALL.Based on the conclusion of this analysis,W company should pay more attention to the investment and planning of marketing costs.In terms of the cooperation with vendors,W company should not cooperation with all vendors and publish all kinds of books.Cooperating with part of them might be a better choice.What’s more,some control strategies can be considered,like,the suppliers’ performance management,staff training,the company performance appraisal mechanism improvement.And then,the existing marketing strategy and problems of W company e-commerce marketing can be improved to meet the short-term and long-term goals,which are to improve the company ’s book sales’ amount and maintain the stable growth rate of book sales’ amount,respectively. |
