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博库书城网站是浙江新华书店集团有限公司全额投资建设的,也是我们国家书行业当中的唯一具有B2C、B2B以及B2G业态功能的购书网站。在新的电子商务环境之下,这一书城网站也面临着营销渠道的冲突,而这一系列的渠道冲突给博库书城造成了巨大的冲击。而电子商务背景之下,一种全新的营销模式出现在我们眼前,这无疑给博库书城带来了新的挑战。基于此,本文详细对博库书城的营销策略做出探讨,从电子商务环境下的营销渠道冲突出发,有针对性地提出了相应的策略,具有一定的现实意义。
Bo library bookstore site is the Xinhua Bookstore Group Co., Ltd. Zhejiang full investment in the construction, but also our country book industry which has the only B2C, B2B and B2G format features book website. Under the new e-commerce environment, the book City website also faces the conflict of marketing channels, and this series of channel conflicts has caused a huge impact on the Book Bank City. Under the background of e-commerce, a brand new marketing model appears in front of us, which undoubtedly brings new challenges to the Book Store. Based on this, this article discusses in detail the marketing strategy of BoKu Bookstore. From the conflict of marketing channels under e-commerce environment, this paper puts forward corresponding strategies in a targeted way, which has some practical significance.