通过与美国B2C对比分析中国B2C电子商务的营销策略.docx

通过与美国B2C对比分析中国B2C电子商务的营销策略.docx

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通过与美国B2C对比分析中国B2C电子商务的营销策略

AStudyontheMarketingStrategiesofChina’sB2CincomparisonwithB2CinAmericaBasedonacasestudyonDandA

通过与美国B2C对比分析中国B2C电子商务的营销策略

AbstractWiththedeepeningtrendofglobalization,aswellasChina'srapideconomicdevelopment,emerginge-commerceisgraduallydevelopingintheglobalmarket,mainlyinthewayofB2BandB2Canditenjoysgoodmomentumofdevelopment.ButwealsocannotignorethecurrentstateofdevelopmentofChina'sB2C.ThispapertakesthecomparisonofoperationmodesinSino-USe-commercecompanies（DangdangandAmazon）undertwodifferentculturalandeconomicentitiesastheexample.Ononehand,thispaperanalyzestheirrespectiveadvantages;ontheotherhand,itpointsouttheirshortcomings.Thispaperaimsatputtingforwardconstructiveideasthroughrealcaseforthefuturedevelopmentofelectroniccommerceandprovidingimportantreferencematerialsforindividualsandcompaniesengagedinandintendtoengageine-commerceandintendtomakecontributiontoexplorethewayfore-commercedevelopmentinChina.

Keywords:

B2C,e-commerce,Dangdang,Amazon

摘要随着全球化趋势的不断加深，以及中国经济的迅速发展，新兴电子商务逐渐深入全球市场，主要以B2B和B2C等方式存在，发展势头良好。

但是我们也不能忽视当前中国B2C发展的状况，本文以两种不同文化和经济实体下中美电子商务公司（当当和卓越亚马逊）运营模式对比为例。

一方面，分析各自的优势；另一方面也指出各自存在的不足。

意在通过实实在在的案例为后期的电子商务发展提出建设性意见，也为正在从事和打算从事电子商务的个人和公司提供重要的参考资料，为探索适合中国电子商务发展的道路做出贡献。

关键词：

B2C，电子商务，当当，亚马逊

Contents

ChapterIIntroductionofDevelopmentandStatusQuoofDangdangandAmazon2

ChapterII4PAnalysisofMarketingStrategy3

2.1ComparativeAnalysisofProduct4

2.2ComparativeAnalysisofPrice5

2.3ComparativeAnalysisofPromotion6

2.3.1PromotionofitsBrand6

2.3.2ProductPromotion7

2.4ComparativeAnalysisofPlace7

2.4.1Warehouse7

2.4.2LogisticDistribution8

III.ExplorationofB2CE-commerceDevelopmentMethodsSuitabletoChina’sCondition8

3.1CooperatewithotherFormsofE-commerce9

3.2ImplementEffectiveLogisticsDistributionStrategy9

3.3ImprovetheProportionofProfitableProducts9

3.4ImproveServiceQuality9

IVConclusion10

References:

10

ChapterIIntroductionofDevelopmentandStatusQuoofDangdangandAmazon

Electroniccommerce,commonlyknownase-commercereferstothebuyingandsellingofproductsorservicesoverelectronicsystemssuchastheInternetandothercomputernetworks.E-commerceisbasicallytheprocessesthatareputintoplacetosupportacompany'sbusinessactivityontheweborviaotherelectronicmeans.Theemergenceofe-commerceasawayofcustomerspurchasinghaspersuadedmanycompaniestocreateane-commercewebsiteandvirtualshopsormalls.E-Commerceconsistsofbuying,marketing,sellinganddeliveringservicesorgoodsbymeansofelectronictransactionsandactivities.（ErikBrynjolfsson,BrianKahin,2000）

Chinesee-commerceisoftendiscrete,localized,andfollowsthetrendofredundantconstructioninspontaneoussocialdevelopmentstageanditgraduallydevelopstowardstheroadofindustrialdevelopmentthatsuitstoChina'snationalconditions.Thekeytothedevelopmentofelectroniccommerceistoestablishaconnectiontoavarietyofcommunicationnetworks,basicframeworkforinformationexchangebasedonavarietyofcommercialapplications.Thetraditionalindustrieswithsmallerinputsandsimplewayjoinedbyawiderangeofcustomers,advancedandeffectivee-businessservices,thusformstheneweconomybusinessmodelfortheInternetage.InEuropeandtheUnitedStates,forexample,itcanbesaidthate-commercebusinessdevelopmentisinfullswing.InFrance,GermanyandotherEuropeancountries,e-commerceturnoveraccountedfor1/4ofthetotalbusiness,intheUnitedStatesitisupto1/3,butEuropeandtheUnitedStateshavedevelopede-commerceinonlytenyearsoftime.（AllanAafuah,ChristopherL.Tucci,2001）

ChinaDangdangInc.,isaChinesebusiness-to-consumer（B2C）e-commercecompany.PeggyYuisthefounderof,thelargestonlineretailerinsimplifiedChineselanguage,similartoAwithAmazonChina.Dangdangistheworld'slargestChineseonlinestore,officiallyopenedinNovember1999fortheonlineshoppingpopulationintheworldtoprovideonlinesalesofnearlyonehundredofthousandsofproducts,includingbooks,audio,home,cosmetics,digital,jewelry,andotherdozensofqualitycategories.Thereare15.6millioncustomersforDangdang.ItisjointlyinvestedbyDangdangPrivateCowancompanies,theUnitedStatesTigerFund,theUnitedStatesIDGGroup,LuxembourgCambridgeGroup,theAsianVentureCapitalFund（formerlySoftbankChinaVentureFund）.7yearssinceitsfounding,Dangdang’ssalesenjoyrapidincreaseinsuccessiveyearsofitsonlineshoppingstore.TheDangdangspendmorethansevenyearsintheconstructionof"concretesupport"-ahugelogisticssystem,whichisawarehouseofnearly50,000squaremeterslocatedinNorth,EastandSouthChina.（DuXiaolian,2007）TheDangdanghasitsowndevelopment,logistics,customermanagement,financialandothersoftware-basednetwork,architectureandwirelesstechnologysupport.Ittransportslargequantitiesofgoodsbyair,rail,andhighwaysandalsoinothermeansoftransportationandsentthemtocountriesaroundtheworld.In180citiesacrossthecountry,alargenumberoflocalcouriercompanieshaveDangdang’scustomerdeliveryservice.Dangdang’snetworkofretailcompanieshelpedfuelthebankonlinepaymentservice,postalservices,courierservicesindustry,whichisdevelopingrapidly.TheDangdang’svarietyofgoods,competitiveprice,fastsearch,flexiblepaymentmethods,promptdeliveryservicecontinuetoenhancethevarietyofnetworkfunctions,maintainandexpandtheglobalChinesebooks,audioandvideoaswellasdepartmentstoresandonlineretailbusinessintheleadingposition.（WangYa,2008）

Amazonistheworld'slargeste-commercecompany,oneofthepioneersine-commercesectorintheworldthatbecomestheobjectofthebusinesscommunitytoemulatetheChineseelectric.However,inexceptionalcircumstances,intheChineseInternetmarket,theperformanceofforeignInternetgiantshasbeenpoor,includingGoogle,Yahoo,eBay,butforeignInternetcompaniesinChinahaveallhadahappyhistory.AmazonisthecaseandotherforeignInternetcompaniesarealsosimilar.Themanagementteam’sabilitytogetenoughdecentralizationoftenbecomesanimportantfactorinthedevelopmentofaninternationalInternetcompany.

AccordingtoiResearchdata,inthesecondquarterof2011,AmazonB2Ce-commercerankedthirdinChina’smarket,accountingfor2.4percentofmarketshare,TaobaoMallranksfirst,accountingforabout49%ofthemarketshare.SecondisJingdongMall,accountingforapproximately18%ofthemarketshare.ThegrowthrateforTaobaoMall,JingdongMallandotherlocalB2CbusinessesisfasterthantheAmazon,suchasJingdongMallhasmaintaineda300%annualgrowth.However,somescholarsthinkthatB2Ce-commerceinChinahasincreasinglybecomeamoney-losingindustry,becausecontinuedinvestmentoffundsisessential.SeveralmajorB2Cwebsites,includingAmazon,JingdongMall,TaobaoMallhasinvestedheavilyintheconstructionofthelogisticssystem,andinearly2011,JingdongMall,DangdangandAmazoninvestedahugeamountofmoneyandprovokedconsecutiveroundsofonlinebookstorepricewar,thusleadingdirectlytotheprofitfellingtofreezingpointofthenetworkbookssales.Directorofe-commerceinvestmentbanktoldreportersthatheanalyzedalong-termissue,intermsofcontinuedcapitalinvestmentcapacity,Amazonhasanadvantage-thecurrentsuspendedJingdongMallIPOisduetothedeterioratingmarketenvironment,andDangdangthatalreadyonthemarket,needstocopewiththepressureofearningsissues,whileAmazondonothavetoworrytoomuchaboutfinancialissues.（WuQingsheng,YuYin,2007）

ChapterII4PAnalysisofMarketingStrategy

MarketingisdefinedbytheAMAas"theactivity,setofinstitutions,andprocessesforcreating,communicating,delivering,andexchangingofferingsthathavevalueforcustomers,clients,partners,andsocietyatlarge.（2012）Thefieldofmarketingstrategyencompassesthestrategyinvolvedinthemanagementofagivenproduct.Agivenfirmmayholdnumerousproductsinthemarketplace,spanningnumerousandsometimeswhollyunrelatedindustries.Accordingly,aplanisrequiredinordertoeffectivelymanagesuchproducts.Evidently,acompanyneedstoweighupandascertainhowtoutilizeitsfiniteresources.Forexample,astart-upcarmanufacturingfirmwouldfacelittlesuccessshoulditattempttorivalToyota,Ford,Nissan,Chevrolet,oranyotherlargeglobalcarmaker.Moreover,aproductmaybereachingtheendofitslife-cycle.Thus,theissueofdivest,oraceasingofproduction,maybemade.Eachscenariorequiresauniquemarketingstrategy.Listedbelowaresomeprominentmarketingstrategymodels.（JosephP.Bailey,1997）

Themarketingmixandthe4Psofmarketingareoftenusedassynonymsforeachother.Infact,theyarenotnecessarilythesamething.Themarketingmixprinciples（alsoknownasthe4Ps.）areusedbybusinessastoolstoassisttheminpursuingtheirobjectives.Themarketingmixprinciplesarecontrollablevariables,whichhavetobecarefullymanagedandmustmeettheneedsofthedefinedtargetgroup."Marketingmix"isageneralphraseusedtodescribethedifferentkindsofchoicesorganizationshavetomakeinthewholeprocessofbringingaproductorservicetomarket.The4Psisoneway–probablythebest-knownway–ofdefiningthemarketingmix,andwasfirstexpressedin1960byEJMcCarthy.The4Psare:

Product（orService）Place,Price,andPromotion.

Traditionallythe