电子商务企业营销模式研究.doc

电子商务企业营销模式研究

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摘要...............................................................ⅠAbstract...........................................................Ⅰ目录...............................................................Ⅰ

1导言...............................................................1

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2电子商务理论的研究与开展...........................................7

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3中国B2C电子商务的开展............................................11

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4当当网的现状与营销策略分析........................................16

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4.2当当网经营环境分析〔SWOT分析〕.............................18

4.2.1优势................................................20

4.2.2劣势................................................20

4.2.3时机.................................................20

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4.3当当网营销策略分析.........................................21

4.3.1当当网营销策略概述...................................22

4.3.2当当网营销策略演变历程...............................23

4.3.3当当网现行营销策略的特点.............................24

4.3.4当当网营销策略评价..