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.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
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- 通过 美国 B2C 对比 分析 中国 电子商务 营销 策略