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| A Comparative Study on E-book Marketing Strategies under 4P Theory ——Taking Kindle and Dangdang Cloud Reading as Examples 摘 要 随着经济的发展和科学技术水平的进步，电子产品的需求量越来越大，各种电子产品层出不穷，消费者对产品的要求越来越高，国内外电子书平台面临更大的挑战。其中，Kindle电子书的出现为消费者的生活带来方便，极大的满足了消费者的阅读需求。当当云阅读也抓住时机，并运用其自身的优势占领大量市场，开启全新的营销。 文章以Kindle和当当云阅读为主体，运用4P理论Kindle和当当云阅读的营销策略进行研究，分析营销过程中遇到的问题，并提出相关建议，为其他电子书平台提供一些借鉴和参考。 关键词：Kindle电子书;当当云阅读;4P理论;营销策略 Contents Introduction 1 Chapter 1 Background and Significance of the Study 3 1.1 Background of the Study 3 1.2 Significance of the Study 3 1.3 Expected Results 4 Chapter 2 Related Concepts and Theoretical Basis 5 2.1 Introduction of e-book marketing 5 2.1.1 Definition of e-book marketing 5 2.1.2 Current Situation of e-book marketing 5 2.2 Theoretical Basis of Marketing Strategies 6 2.3 Related Research at Home and Abroad 6 2.3.1 Related Research Home 7 2.3.2 Related Research Abroad 7 Chapter 3 Comparison of Marketing Strategies based on 4P Theory 9 3.1 Current Situation of Dangdang Cloud Reading 9 3.1.1 Fast update speed of Product 9 3.1.2 Low Price of product 10 3.1.3 The deficiency of Dangdang 11 3.2 Current Situation of Kindle 13 3.2.1 Wide distribution of Place 13 3.2.2 Long-term special services of Promotion 14 3.2.3 The deficiency of Kindle 14 3.3 Differences between Dangdang Cloud Reading and Kindle 12 3.3.1 Different software content 15 3.3.2 Different user services 15 Chapter 4 Suggestions for the Future Development of e-book Marketing Strategies16 4.1 Paying attention to the protection of e-book copyright 16 4.2 Improving e-reader functions 16 4.3 Opening personalized market limitation 17 Conclusion 19 Bibliography 21 Acknowledgements 22 |
