通过与美国B2C对比分析中国B2C电子商务的营销策略.docx

1、通过与美国B2C对比分析中国B2C电子商务的营销策略A Study on the Marketing Strategies of Chinas B2C in comparison with B2C in America Based on a case study on D and A通过与美国B2C对比分析中国B2C电子商务的营销策略Abstract With the deepening trend of globalization, as well as Chinas rapid economic development, emerging e-commerce is gradually d

2、eveloping in the global market, mainly in the way of B2B and B2C and it enjoys good momentum of development. But we also can not ignore the current state of development of Chinas B2C. This paper takes the comparison of operation modes in Sino-US e-commerce companies (Dangdang and Amazon) under two d

3、ifferent cultural and economic entities as the example. On one hand, this paper analyzes their respective advantages; on the other hand, it points out their shortcomings. This paper aims at putting forward constructive ideas through real case for the future development of electronic commerce and pro

4、viding important reference materials for individuals and companies engaged in and intend to engage in e-commerce and intend to make contribution to explore the way for e-commerce development in China.Key words: 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

5、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ContentsChapter I Introduction of Development and Status Quo of Dangdang and Amazon 2Chapter II 4P

6、 Analysis of Marketing Strategy 32.1 Comparative Analysis of Product 42.2 Comparative Analysis of Price 52.3 Comparative Analysis of Promotion 62.3.1 Promotion of its Brand 62.3.2 Product Promotion 72.4 Comparative Analysis of Place 72.4.1 Warehouse 72.4.2 Logistic Distribution 8III. Exploration of

7、B2C E-commerce Development Methods Suitable to Chinas Condition 83.1 Cooperate with other Forms of E-commerce 93.2 Implement Effective Logistics Distribution Strategy 93.3 Improve the Proportion of Profitable Products 93.4 Improve Service Quality 9IV Conclusion 10References: 10Chapter I Introduction

8、 of Development and Status Quo of Dangdang and AmazonElectronic commerce, commonly known as e-commerce refers to the buying and selling of products or services over electronic systems such as the Internet and other computer networks. E-commerce is basically the processes that are put in to place to

9、support a companys business activity on the web or via other electronic means. The emergence of e-commerce as a way of customers purchasing has persuaded many companies to create an e-commerce web site and virtual shops or malls. E-Commerce consists of buying, marketing, selling and delivering servi

10、ces or goods by means of electronic transactions and activities. (Erik Brynjolfsson, Brian Kahin, 2000)Chinese e-commerce is often discrete, localized, and follows the trend of redundant construction in spontaneous social development stage and it gradually develops towards the road of industrial dev

11、elopment that suits to Chinas national conditions. The key to the development of electronic commerce is to establish a connection to a variety of communication networks, basic framework for information exchange based on a variety of commercial applications. The traditional industries with smaller in

12、puts and simple way joined by a wide range of customers, advanced and effective e-business services, thus forms the new economy business model for the Internet age. In Europe and the United States, for example, it can be said that e-commerce business development is in full swing. In France, Germany

13、and other European countries, e-commerce turnover accounted for 1/4 of the total business, in the United States it is up to 1/3, but Europe and the United States have developed e-commerce in only ten years of time. (Allan Aafuah, Christopher L.Tucci, 2001)China Dangdang Inc., is a Chinese business-t

14、o-consumer (B2C) e-commerce company. Peggy Yu is the founder of , the largest online retailer in simplified Chinese language, similar to A with Amazon China. Dangdang is the worlds largest Chinese online store, officially opened in November 1999 for the online shopping population in the world to pro

15、vide online sales of nearly one hundred of thousands of products, including books, audio, home, cosmetics, digital, jewelry, and other dozens of quality categories. There are 15.6 million customers for Dangdang. It is jointly invested by Dangdang Private Cowan companies, the United States Tiger Fund

16、, the United States IDG Group, Luxembourg Cambridge Group, the Asian Venture Capital Fund (formerly Softbank China Venture Fund). 7 years since its founding, Dangdangs sales enjoy rapid increase in successive years of its online shopping store. The Dangdang spend more than seven years in the constru

17、ction of concrete support - a huge logistics system, which is a warehouse of nearly 50,000 square meters located in North, East and South China. (Du Xiaolian, 2007) The Dangdang has its own development, logistics, customer management, financial and other software-based network, architecture and wire

18、less technology support. It transports large quantities of goods by air, rail, and highways and also in other means of transportation and sent them to countries around the world. In 180 cities across the country, a large number of local courier companies have Dangdangs customer delivery service. Dan

19、gdangs network of retail companies helped fuel the bank online payment service, postal services, courier services industry, which is developing rapidly. The Dangdangs variety of goods, competitive price, fast search, flexible payment methods, prompt delivery service continue to enhance the variety o

20、f network functions, maintain and expand the global Chinese books, audio and video as well as department stores and online retail business in the leading position. (Wang Ya, 2008)Amazon is the worlds largest e-commerce company, one of the pioneers in e-commerce sector in the world that becomes the o

21、bject of the business community to emulate the Chinese electric. However, in exceptional circumstances, in the Chinese Internet market, the performance of foreign Internet giants has been poor, including Google, Yahoo, eBay, but foreign Internet companies in China have all had a happy history. Amazo

22、n is the case and other foreign Internet companies are also similar. The management teams ability to get enough decentralization often becomes an important factor in the development of an international Internet company. According to iResearch data, in the second quarter of 2011, Amazon B2C e-commerc

23、e ranked third in Chinas market, accounting for 2.4 percent of market share, Taobao Mall ranks first, accounting for about 49% of the market share. Second is Jingdong Mall, accounting for approximately 18% of the market share. The growth rate for Taobao Mall, Jingdong Mall and other local B2C busine

24、sses is faster than the Amazon, such as Jingdong Mall has maintained a 300% annual growth. However, some scholars think that B2C e-commerce in China has increasingly become a money-losing industry, because continued investment of funds is essential. Several major B2C websites, including Amazon, Jing

25、dong Mall, Taobao Mall has invested heavily in the construction of the logistics system, and in early 2011, Jingdong Mall, Dangdang and Amazon invested a huge amount of money and provoked consecutive rounds of online bookstore price war, thus leading directly to the profit felling to freezing point

26、of the network books sales. Director of e-commerce investment bank told reporters that he analyzed a long-term issue, in terms of continued capital investment capacity, Amazon has an advantage - the current suspended Jingdong Mall IPO is due to the deteriorating market environment, and Dangdang that

27、 already on the market, needs to cope with the pressure of earnings issues, while Amazon do not have to worry too much about financial issues. (Wu Qingsheng, Yu Yin, 2007) Chapter II 4P Analysis of Marketing StrategyMarketing is defined by the AMA as the activity, set of institutions, and processes

28、for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (2012) The field of marketing strategy encompasses the strategy involved in the management of a given product. A given firm may hold numerous products in the mark

29、etplace, spanning numerous and sometimes wholly unrelated industries. Accordingly, a plan is required in order to effectively manage such products. Evidently, a company needs to weigh up and ascertain how to utilize its finite resources. For example, a start-up car manufacturing firm would face litt

30、le success should it attempt to rival Toyota, Ford, Nissan, Chevrolet, or any other large global car maker. Moreover, a product may be reaching the end of its life-cycle. Thus, the issue of divest, or a ceasing of production, may be made. Each scenario requires a unique marketing strategy. Listed be

31、low are some prominent marketing strategy models. (Joseph P. Bailey, 1997)The marketing mix and the 4Ps of marketing are often used as synonyms for each other. In fact, they are not necessarily the same thing. The marketing mix principles (also known as the 4Ps.) are used by business as tools to ass

32、ist them in pursuing their objectives. The marketing mix principles are controllable variables, which have to be carefully managed and must meet the needs of the defined target group. Marketing mix is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. The 4Ps is one way probably the best-known way of defining the marketing mix, and was first expressed in 1960 by E J McCarthy. The 4Ps are: Product (or Service) Place, Price, and Promotion. Traditionally the