网上图书和网下图书销售的比较研究

Comparative Research on the Online/Offline Sale of Books

随着Internet的迅猛发展,不仅人们的生活方式和思想观念发生了根本性的变革,也引起了营销方式、贸易形态和交易方式的巨大变化。网络营销以其压倒性的优势应运而生,并且一问世便引起了巨大的变革。它代表着21世纪市场营销的大趋势,正在成为网络经济中最热门、最活跃的活动之一,也是各国争先发展、各个产业部门最为关注的领域。而网上图书销售作为网络营销具有代表性的一面,也值得我们探讨。文中着重讨论了对于网上图书和网下图书销售的比较,如何认识网上图书销售,以及国内外网上图书营销的发展形势。

The Internet has not only changed people＇s lifestyle and ideas, but also the way of marketing, trade and exchanging. E -commerce emerges with its overwhelming advantage, and causes the tremendous changes. It represents the main trend of the marketing in the 21st century, and has become one of the hottest and the most active activities in cyber - economy. And the online sale of books, which is representative of on - line marketing, deserves our discussion. This paper compares the online/oflline sale of books, and discusses the development trend of online books marketing both at home and abroad.