網路書店行銷策略比較與競爭優勢分析

Marketing Strategy Analysis of Online Bookstores

金承慧(Cheng-Hui Chin)

《大學圖書館》 4卷2期 (2000/09) Pp. 80-92

摘要

本文介紹國內外著名網路書店發展現況，並以亞馬遜與邦諾兩大網路書店為例，先從經營者觀點比較其產品、價格、行銷通路，以及廣告與促銷活動等行銷策略，再從使用者角度比較其使用者介面、個人化服務，以及互動機制等網站功能；進而分析亞馬遜得以獨步全球的競爭優勢。此外，藉國內網路書店經營模式與行銷方法與亞馬遜成功經驗的比較與分析，冀能對華文網路書店未來發展有所助益。

關鍵字

網路行銷 ； 行銷策略 ； 網路書店

並列摘要

The developing status of some famous international and domestic online bookstores is introduced in the present article. The marketing strategies of Amazon and Barnes & Noble are compared from the viewpoints of seller and buyer, respectively. The seller's viewpoints are discussed in terms of product, price, marketing place, and promotion, while the buyer's viewpoints are discussed in terms of product, price, marketing place, and promotion, while the buyer's viewpoints are discussed in terms of user interface, personalized service, and interactive mechanisms. Furthermore, various aspects of the competition domination of Amazon are analyzed. In comparison with Amazon's successful experience, the business models and the marketing strategies of domestic online bookstores are analyzed and reported. The reported results are expected to be helpful to the future development of Chinese online bookstores.

並列關鍵字

Internet marketing ； Marketing strategy ； Online bookstore

參考文獻

Anonymous(2000).B&N.com Says Sales Will Hit $335 Million.Publishers Weekly.247(19),14-14.

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Hanson, Ward(2000).Internet Marketing.

Milliot, Jim(2000).Books Accounted for 93% of bn.com Sales in 1999.Publishers Weekly.247(16),10-10.