摘要
摘要
随着移动互联网和信息数字化的发展，网络消费出现空前繁荣的景象。图
书作为一种标准化商品，也逐渐从实体书店转向了线上书店进行销售。初期的
线上书店（例如亚马逊、当当网）以低价和送货服务吸引了大批消费者，导致
实体书店的市场零售份额大幅缩减，纷纷转型开辟线上图书销售平台，“知其
鳄”线上书店在这一背景下应运而生。
本文以“知其鳄”线上书店为主要研究对象，通过分析“知其鳄”线上书
店的现状和营销环境，从而总结出基于4C营销理论的一系列有利于“知其鳄”
线上书店后续发展的营销策略。论文首先对“知其鳄”线上书店营销策略研究
的背景和意义进行简要概述，参考了国内外网络营销、书店案例等方面的研究
成果和经验，为本次研究提供理论借鉴。其次详述了网络营销、4C营销等相关
理论以及SWOT、PEST、波特五力模型等分析工具，并且对线上书店的发展过程
进行一个梳理，为“知其鳄”线上书店的发展指明方向。接着，在4C营销理论
的框架下，通过消费者、成本、便利性、沟通四个方面，分析了“知其鳄”线
上书店的营销现状和存在问题。然后运用PEST、波特五力模型、SWOT等工具，
从宏观环境、微观环境等几个方面，对“知其鳄”线上书店进行全方位、立体
化的环境分析。最后以4C营销理论为指导，提出“知其鳄”线上书店的营销目
标和总体思路，为“知其鳄”线上书店的发展制定四方面营销策略，并且为营
销策略的顺利实施提出若干保障措施。
通过上述研究，本文认为线上书店的营销策略必须立足于自身的资源条件，
根据市场环境来制定并不断完善，由此形成目标明确、定位准确、有计划有步
骤有侧重的营销方案，才能进一步提高线上书店的市场竞争力。
关键词：线上书店；营销策略；4C 理论
I
Abstract
Abstract
With thedevelopmentof mobileInternetand informationdigitization,
online consumption has become an unprecedentedprosperity. Book sales have
been graduallyshifted from physicalbookstoresto onlinebookstores,since
the book is a standardizedcommodity.The early onlinebookstores,such as
Amazon, Dangdang,attracteda largenumber of consumers with low prices
and convenientdeliveryservices,leadingto a significantreductionin the
retail
market
share
of
brick-and-mortar
bookstores.
That’s
why
Brick-and-mortarbookstores are openingup online sales platforms,and the
"Zhi Qi’ e" online bookstore came into being under this background.
The "Zhi Qi’ e" online bookstoreis the main research object in this paper.
By analyzingthe current situationand marketing environmentof the "Zhi Qi’
e" online bookstore,the marketingstrategy based on the 4C marketing theory
is summarizedfor the developmentof the online bookstore,whichwill be
beneficialto "Zhi Qi’ e" online bookstorein the future.Thefirst chapter of
this thesis gives a brief overview of the background and significanceof the
research,and theresearchof domesticand foreignnetworkmarketingis
referredto providetheoreticalreferencefor this thesis. The second chapter
details the relevant theories such as network marketing and 4C marketing,as
well as analytical tools such as SWOT, PEST, and Porter's Five Forces Model.
The developmentprocess of the online bookstoreis sorted to point out the
directionfor the developmentof the "Zhi Qi’ e" onlinebookstore. In third
chapter the current situationand problems of the "Zhi Qi’ e" online bookstore
isanalyzedthroughfouraspects(consumers,cost,convenience and
communication)under the framework of 4C marketingtheory. Tools such as
PEST,SWOT,andPorter'sFiveForcesModelareusedtoconduct
comprehensiveresearchon the"ZhiQi’ e" onlinebookstorefrom three
aspects: macro environment,business environmentand micro environment in
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