网络书店的价格与非价格竞争——以京东、亚马逊和当当网为例

Price and Non-price Competition among Online Bookstores:Take Le Book, Amazon and Dangdang as Examples

随着网络书店成为图书营销的主要模式,网络书店间的竞争加剧,主要表现为价格竞争和非价格竞争。以京东、亚马逊和当当网为例,通过对网络书店图书价格数据的定期观测研究书店进行价格和非价格竞争的原因、形式和趋势。研究表明:网络书店在文学类图书方面存在跟踪定价行为,但是在其他类别图书方面没有跟踪定价行为;亚马逊对经管类和科技类图书有策略性定价行为;京东与亚马逊之间的价格竞争较为激烈;非价格竞争形式有捆绑销售定价、固定时段定价、积分策略、退换书政策、消费者体验、物流政策等。

With online bookstore becoming a dominant sales mode of books, competitions among online bookstores have been booming, which are mainly manifested as price and non-price competitions. This paper takes LeBook, Amazon and Dangdang as examples to study causes, forms and treads of price and non-price competitions among online bookstores by observation data of book prices of online bookstores on a regular basis. Major findings of the paper are that online bookstores have the conducts of tracking pricing in the aspect of literature books, but have no the conducts in the other aspects, that Amazon bookstore takes actions of strategic pricing on those kinds of books on economics, management, science and technology, that price competitions between LeBook and Amazon are extremely fierce, and that the forms of non-price competition have bundling pricing, pricing in terms of specific time, credits policy, policy on returning or changing books, consumers experiences, and logistics policy.