Research On Online Bookstore Marketing Based On Internet Word Of Mouth

With the development of WEB technology, the E-commerce websites have grown rapidly, and online bookstores have emerged. Its convenient, fast and a series of advantages have impact on the traditional book industry. For the domestic Internet users who have experience in shopping online, the most popular online products are books, many consumers have opted for purchasing books online. Online Bookstores not only have a wealth of books, but also includes a wealth of valuable network of reputation data, such as customer reviews, all kinds of marketing list, etc. It is noteworthy that the important value of Internet word of mouth has attracted the concern of consumers and businesses. Therefore, the full use of the rich Internet word of mouth resources on online bookstores, study online bookstore sales from the perspective of Internet word of mouth have practical significance, also can give reference for studying online bookstore marketing strategy.The data collected in this paper are all from Dangdang, we use online book reviews on the analysis of factors affecting the sales forecast, got the key factors affect sales, and thus built sales prediction models. Experimental results show that customer reviews have a very important influence on online book sales, the more reviews of books, the more customer concerns. Through the reviews number of books, we can predict the sales of books, of which there exists an obvious positive correlation. For the different types of books, the differences between customer reviews on sales prediction do exist. Through data validation, in the condition of same customer reviews quantity, the greater class of people read the books, the higher sales.In study of concern degree of online books, this paper use time series model ARIMA to carry out short-term forecasts of the various categories of best-selling books in the possession of the top 500, the results show that short-term of concern degree change is predictable. In addition, the search volume of all kinds of books and relative proportion are basic mapping, but the search volume of ranking is not a simple decreasing linear relationship. The study of the concern degree of change in the long-term have shown that, novels, children, life, Humanities and Social Science books are the main online book sales, of which lifestyle has been a focus of concern and attention, the trend was to continue to rise. Through the study of the change in list, we can find out the changes in demand for various types of books which reflects the trend of cultural consumption.According to our discoveries, we put forward some suggestions in marketing strategy for online bookstores.