郑州航空工业管理学院学报

以国内著名网络书店——当当网络书店为个案,在分析其企业经营理念、运营模式的基础上,对其进行内外部条件的SWOT分析。基于个案及文献分析,讨论了网络书店经营成功所应采取的主要策略,包括:提高用户忠诚度、广结网络联盟、保障交易安全、快速送货、完善数据库、优化客户服务质量,等等。

This article first took the famous network bookstore –DANGDANG internet bookstore as a document,utilized the SWOT matrix to analyze its environment,under its enterprise management director and operation model. In this foundation,this article finally discussed the success strategies of the internet bookstore.The success strategies included: advancing uses' loyalty, netting alliance,ensuring safe trade,fasting delivery,optimizing database and improving service quality.