Research On The Marketing Strategies Of Chinese E-commerce Businesses With B2C Mode

Adopting the empirical research, the paper selects Dangdang.com, the typical e-commerce business in Chinese B2C mode, as the case study object. Based on the theories of marketing strategy and marketing mix, the author systematically reviewed the developing history of Dangdang's marketing strategy by means of the classical analysis methods such as SWOT etc. Meanwhile, some constructive suggestions have been put forwards to perfect the marketing strategies of Dangdang.com, which can provide reference to the improvement of Chinese B2C mode.The basic research logic is from theory to practice. In the field of theory, the paper arranges the classical marketing strategies domestically and internationally which provides the powerful basis for the follow-up study. In practice, the paper analyzes the internal and external business environment of Dangdang.com and summarizes the characteristics of domestic and international B2C markets to closely tighten the theory with the reality. It is by this means that the paper ensures the reliability and the explanation force of the study to some extent.The emphasis is set on how Dangdang.com should adjust and perfect the current marketing strategy to take the best of the market as the e-commerce becomes more and more popular which has caused the sharper and shaper competition of B2C mode. The paper also states that the marketing strategy cannot survive without considering the internal and external business environment. In this case, B2C enterprises should set an overall developing strategy which can be referred to adjust the stage strategies to the various environments timely, perfect the relevant management system and establish the effective feedback mechanism. Only in this way can the enterprises achieve the developing strategy goal; only in this way can the enterprises take the advantage of the sharp marketing competition.