当当网的网络营销

本科学生毕业论文（设计）

题目当当网的网络营销策略研究

学院

专业市场营销

学生姓名

学号

指导教师职称教授

论文字数

完成日期2016 年4月9日

当当网的网络营销策略研究

摘要

随着互联网在中国的迅速发展和普及，网民的结构、特点和新的变化都发生在消费者购买行为中。互联网的出现和迅速发展对市场营销有着深刻而重要的影响。如何从庞大的网络群体中识别潜在客户，分析其心理和行为特征，是企业网络营销的最重要任务。随着互联网在中国的普及，网络技术的不断完善和准入条件的不断改善，中国消费者对网络购物的热情空前高涨。据了解，2015，中国将成为世界上最大的在线购物市场。在网络购物市场，消费者行为和心理特征也发生了很大变化，呈现出许多新的特点。这就要求企业跟上时代发展的步伐，制定新的营销策略，适应这些变化，迎合这些特点，这个市场将有助于企业更好地挖掘、运用先进的营销模式和方法，同时满足消费者的需求，提高企业的竞争力。在巨大的变化下，网络对传统的消费观念影响也产生了巨大的影响，与传统营销相比，网络营销应运而生。网络营销的最大特点是追求个性、时尚、合理化、高效化。因此，消费者有更多的自由选择，比过去。消费者选择在线消费心理因素是主要原因。理性选择一批将被推到一个新的消费趋势，形成网络时代的特征。时代导致了消费的变化，这就要求相应的营销策略。对于网络时代的消费特征，企业应采取新的营销策略，利用互联网技术和现有的营销策略创新，这样才能在市场份额的不断发展，以实现其在新时代的新业务。当当网作为全球最大的中文在线商店，商品价格低，品种繁多，客户服务好，物流体系庞大，产品营销策略性强，在消费者心目中形成了强大的品牌价值。当当网商品的价格相对于国内其他的网上购物商城是比较低的，一般可以达到75次，并经常节假日免邮费或打更低的折扣，所以消费者往往低于75倍的价格购买自己喜欢的商品。当当网强势商品营销策略，凭借其对知识的认识和接触面呈现在这里我可以看到三种方式，即网络营销、内部电子邮件营销和移动营销。当然，这并没有考虑到搜索引擎营销的商品，商品营销，其外部的电子邮件站点和离线。

关键词：当当网，图书行业，网络营销，营销策略

Research on the network marketing strategy of Dangdang Pick to

With the rapid development and popularity of the Internet in China, Internet users continues to grow, the Internet users corresponding changes have taken place in the structure, characteristics, new changes have also taken place in the consumer buying behavior. The generation of the Internet and the rapid development has a profound and important influence on marketing. How to identify from the huge Internet population enterprise potential customers, analyze their psychological and behavioral characteristics, is the primary task of enterprise network marketing. With the popularity of the Internet in China, the continuous improvement of network technology and the access conditions, Chinese consumer enthusiasm for online shopping to present unprecedented crazy. It is understood that by 2015, China will become the world's largest online shopping market. In the online shopping market, consumer spending behavior characteristics and psychological also great changes have taken place, showing a lot of new features. This requires enterprises to keep pace with The Times, developing new marketing strategy to adapt to these changes, cater to these characteristics, this market will help enterprises to better mining, the use of advanced marketing model and method, to meet consumer demand at the same time, improve enterprise competitiveness.Under the great changes, the network to the traditional concept of consumption behavior and consumption also has a huge impact, compared with the traditional marketing has the advantages of the network marketing arises at the historic moment. The biggest characteristics of the network marketing is the consumer pursue personalized, fashionable, rational benefit and efficiency. Therefore, consumers have more freedom of choice is greater than in the past. Consumers choose online consumer psychological factors are the main reason. Groups of rational choice to push the trend of consumption to a new level, to form the network era full of its own features. Times lead to the development of consumption changes, which requires a corresponding marketing strategy. For consumption characteristics of the network age, the enterprise should take new marketing strategies in the marketing, using Internet technology and the innovation of the existing market marketing strategy, such ability in the continuous development of the market share, achieve their own new business in the new era.Dangdang as the world's largest Chinese online store, the commodity prices are low, variety, good customer service, a huge logistics system and strong product marketing strategy in the minds of consumers formed strong brand value. Dangdang commodity prices relative to other domestic online shopping mall is relatively low can generally be hit 75 fold, and often holidays free postage or Dageng low discount, so consumers