| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 87 === There are many kinds of goods sold on the Internet, and books are one of the favorites.
Therefore, many booksellers, publishers and wholesalers build their online bookstores on
the Internet. It''s worthy of studying the development of channels, marketing strategies
and business types of online bookstores. For this reason, the purposes of this research are
as follow:
1. To find out the business types and marketing strategies of the online bookstores.
2. To compare the differences In the marketing strategies of the different types of online
bookstores.
3. To find out the Influence to the performance adopting different marketing strategies
by the online bookstores.
According to the business types of online bookstores we classified, we adopted the
representatives in nation and worldwide as samples. The results demonstrate the following
points:
1. Online bookstores build by the publishers tend to adopt the segmenting strategies.
2. Online bookstores build by the publishers tend to deepen their commodities or services.
3. Online bookstores without substantials extremely need to cooperate with publishers or
wholesalers.
4. Online bookstores in nation tend to exchange web-link with other web sites to broaden
their bounds.
5. Online bookstores with definite positioned, strong brand, short lead time, rich web
contents, community feedback and broadness of affiliates have better performance.
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