亚马逊网上书店—营销理念及品牌建立的浅析

与世界最长的河流同名的亚马逊网络书店，在贝索斯的带领下，其创业方式完全改写了传统营销模式，并演绎着电子商务的真义，独特的营销策略为亚马逊网络书店走向成功的里程碑奠定了坚实的根基，从而使它在电子商务的王国里一飞冲天,成为全球最大的网络书店。
第一部分介绍了亚马逊网络书店的公司背景。第二部分讲述了亚马逊的网上营销，其营销策略包括产品策略，价钱策略，和促销策略。第三部分和第四部分分别是对其品牌建立的关键及其成功的浅析。最后一部分是对前几部分的总结。

关键字：亚马逊网络书店；网络营销；品牌建立

Abstract

Amazon online bookstore, with the same name as the world’s longest river, under the leadership of Jeffrey P. Bezos, the traditional marketing model has given way to online marketing, which represents the true meaning of e-commerce. Moreover, the unique marketing strategy has laid a solid foundation for Amazon online bookstore to lead to success, establishing it a sky-rocketing reputation in the realm of e-commerce and became a world biggest online bookstore.
The first part deals with the background to Amazon.com. The second part presents the online marketing of Amazon online bookstore，including product strategy, price strategy and promotion strategy. The third part and the fourth part respectively analyze the key points of its brand building and its success. The last part is the conclusion, restating the thesis of the paper.

Key words:  Amazon online bookstore; online marketing; brand building

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