中文摘要 全文运用网络营销的知识，首先通过我国目前网络书店进展的现状以及网络书店营销管理的一般规律和模式，以国内领先的 B2C 电子商务公司当当网为例，在营销战略理论、营销组合理论的指导下，运用 SWOT 分析等经典营销分析工具，系统考察当当网营销策略的演进路径；着重分析当当网网上书店的现状，及其市场环境；确定了当当网的目标市场选择策略；诠释了产品策略，价格策略，渠道策略，促销策略的特点。剖析当当网营销策略的适应性和权宜性，主要分析在市场变化的环境下当当网如何调整和完善现有营销策略，以取得市场竞争中的有利位置。同时，阐释营销策略与企业所处的内外经营环境之间的具体相关关系，提出一个具有较高解释力的讨论框架，对 B2C电子商务企业的进展提出改进和完善措施。关键词: 网上书店，当当网，营销策略Abstract Analyzes the adaptability and expediency of Dangdang marketing strategy,especially how Dangdang adjusts and improves the existing marketing strategy under the changed market environment to obtain a favorable position in market competition.Meanwhile,Illuminates the specific relationship between marketing strategy and corporate internal and external business environment,puts forward a research framework with a higher explanatory power and proposes measures to improve and perfect the development of B2C e-commerce businesses. Dangdang marketing strategy analysis of adaptability and expediency, the main analysis of changes in the market environment Dangdang how to adjust and improve the existing marketing strategy in order to obtain a favorable position in market competition. Meanwhile, the interpretation of marketing strategy and corporate internal and external business environment in which the specific relationship between the proposed high explanatory power of a research framework, the development of B2C e-commerce businesses to improve and perfect the measures proposed. Key Words：Online bookstore,Dangdang,marketing strategies引言在网络高...
