亚马逊书店的全渠道营销模式探析_英语论文      

An Analysis on Omni-Channel Marketing Mode of  the Amazon Bookstore     

摘要

如今，随着消费者需求的日益增长，仅仅依靠电子商务或是实体店，企业难以实现可持续发展。众所周知，传统零售业发展缓慢，然而，在实体店经营困难的同时，虽然电商数量飞速上涨，但是电子商务的销量和业绩却在日益减少。随着信息技术的快速发展，在电子商务冲击传统零售业的同时，为满足多样化和多变化的客户需求，线上/线下到移动端模式正在兴起。因此，电子商务如今也面临着新的挑战。线上书店的巨头亚马逊，在经历初期的快速发展之后，销量在逐渐下滑，进入了瓶颈期。虽然实体书店的图书销量一直在下降，但是实体书店仍然是图书的主要零售渠道。据美国图书出版者委员会称，仅在2015年，主流图书的电子图书销售量就下滑了11%。为了迎合市场需求，一种新型营销模式——全渠道营销模式成为了零售业未来发展的大趋势。这种营销模式是在数据分析的基础上，无缝整合多种零售渠道，包括实体店，电子商务渠道和移动端渠道，来提高客户体验。

本文首先阐述全渠道营销以及亚马逊在美国开设实体店的背景。然后，以亚马逊书店的全渠道零售为例，对亚马逊实体书店与线上书店（互联网和手机）相结合模式进行探索，分析亚马逊全渠道营销的优势。同时，将全渠道营销模式与单一渠道营销模式进行对比，将亚马逊书店在美国的全渠道营销模式与在其他地区的营销模式进行对比，分析其全渠道营销模式的劣势，并根据亚马逊的全渠道营销，探究这一新理念全渠道营销的未来发展前景。

关键词：全渠道营销  亚马逊书店  线上线下渠道 零售业

Abstract

Nowadays, because of the increasing needs of consumers, it is difficult for enterprises to realize sustainable development merely depending on the traditional retail trade or E-Commerce. It is well-known that the traditional retail trade suffers a slow development recently. Meanwhile, though the number of E-commerce increases dramatically, the going down performance and decreasing sales of E-commerce are visible. With the rapid development of information technology, the E-Commerce has brought huge impacts on the traditional retail trade. However, due to the emerging of offline/online to mobile modes which satisfy various and changeable needs of customers, the E-Commerce is facing some new challenges. The giant of online bookstore, the Amazon Bookstore, has stepped into a "bottleneck" period recently, and its sales even declined gradually after the initial quick development. Although the sales of physical bookstore have declined gradually, physical bookstores are still the main retailing channels for books. According to American Book Publishers Council, the sales of E-book for mainstream books experienced a decrease of 11% just in 2015. In order to satisfy needs of the market, Omni-Channel marketing mode, a new concept rising under the circumstance of mobile network and big data, will become the main trend for the future development of enterprises. The Omni-Channel retailing, based on the data analysis, is a seamless integration of many channels (physical stores, E-commercial channels and mobile channels) to increase customers’ experience. 

This paper will firstly illustrate the background and the situation of Omni-Channel Marketing Mode and Amazon’s physical bookstore in the US. What’s more, it will mainly take the example of the Omni-Channel Marketing Mode of the Amazon Bookstore to analyze the mode of Amazon combining the physical bookstore together with online bookstore (the Internet and mobile channels) and to discuss advantages of Omni-Channel retailing. At the same time, the disadvantages will be discussed compared with the mode of Single-Channel marketing and Amazon’s marketing mode in other areas. Finally, based on the Omni-Channel retailing of Amazon Bookstore, this thesis will analyze the future developments and prospects for that new marketing concept, Omni-Channel Marketing. 

Key words: Omni-Channel Marketing, Amazon Bookstore, online/offline channels， retailing 

Contents

Chapter 1 Introduction 4

Chapter 2 Advantages of Omni-Channel Marketing Applied by the Amazon Bookstore 7

2.1 The Three Main Channels of Amazon’s Omni-Channel Marketing 7

2.2 How Online Channels Affect Their New Offline Channels Positively 7

2.3 How Offline Channels Bring Advantages to Digital Channels Potentially 8

2.3.1. Advertising Its Products Online and Its Software 9

2.3.2. Increasing the Number of Membership of Prime Online 9

2.3.3. Enlarging the Data of Online Channels 9

Chapter 3 Disadvantages of Omni-Channel Marketing of Amazon Bookstore 11

3.1 The Definition of Single-Channel Marketing 11

3.2 Disadvantages of Omni-Channel Marketing of Amazon Bookstore Compared with Single-Channel Marketing 12

Chapter 4 The Development and Prospect for Omni-Channel Marketing 13

4.1 The Future Development for Amazon’s Omni-Channel Marketing 13

4.2 The Prospect and Future Development for Omni-Channel Marketing 13

Chapter 5 Conclusion 15

Acknowledgments 16

References 17