1 Amazon Bookstore. Amazon has a high-quality comprehensive bibliographic database and a convenient book retrieval system. By the end of 1999, there were 4 million books operated by Amazon. It is absolutely impossible for a traditional bookstore to display such a large number of books. One of the first conditions for the success of online book sales is the ability to provide goods, which is 10 times that of actual stores and mail order dealers. In addition to indexing and retrieval, Amazon also has many special services to let readers know the books they need as comprehensively as possible. These include the recommendation center window, where Amazon edited and screened a number of books for readers to choose from; Best seller window, which is specially used to query best sellers; Amazon not only designed a wealth of search portals, but also made great efforts to design the location and level of these portals for the convenience of readers. The specific measures are as follows: First, make full use of the homepage space to make some search portals appear repeatedly in different forms, which is convenient for readers to use at any time when inquiring; Second, its recommendation center recommends readers with eight different ideas. There are time-limited recommendations, award-winning works, specific authors that readers like, and even recommendations based on readers' different moods; Thirdly, each search portal provides a lot of "help information", giving specific suggestions or examples for readers' reference when inquiring about authors, titles and topics, and setting "Browse the hottest titles" at the beginning of topic inquiry. 2 Fast can prove the fast characteristics of Amazon Bookstore from three aspects. One is quick search. Amazon constantly updates its technical equipment and uses the most advanced network server, so its function is extremely convenient and fast. In addition, in addition to search options, customers can browse 23 different topics at the same time, which also saves online time and improves search speed. This is also the online bookstore, although there is no sense of existence of traditional bookstores, but it is easier to shop around. The second is to order quickly. Amazon has two ways to order. One is the routine "five steps", which are: putting the selected books into the shopping basket; Click "Shopping Basket"; Click "Continue checkout" to view the goods in the shopping basket; Select the service mode; Press this button to submit your order. You can buy a book with a few clicks. After the reader has spent once on Amazon, Amazon has deposited all your personal information related to the order into your personal account. You don't need to fill in any words, just press a key to complete the subsequent procedures, including the consumer's receipt information, and even the online system can help you. The third is fast delivery time. Amazon's fast delivery time is an important reason for its favorable comments. Amazon bookstore has an identity for the arrival time of orders: found the ordered goods+delivery time = required delivery time. For example, many kinds of goods are advertised for sale 24 hours in Amazon Bookstore. If American local consumers choose American standard delivery method, the delivery time is about 3 to 7 working days, and the difference between them depends on the place of residence. The above formula means that it takes one day (finding the ordered goods) plus three to seven days (transportation time), so shoppers can see the goods within four to eight days after placing an order online. Take Hong Kong as an example. Standard transportation (land transportation), global mail 7~2 1 all day, 5.95 USD/book +7 USD/mail, DHL global express 1 ~ 4 all day, 5.95 USD/book +30 USD/mail. 3 Affordable Amazon once claimed to be the largest discount store in the world, with more than 300,000 books available for purchase discounts. In fact, the lack of middlemen leads to exploitation, which encourages Amazon to sell books or other goods at relatively flat prices. In fact, Amazon Bookstore later said that the company has more than 400,000 kinds of goods, including books, music, records and videos, which can save up to 40% of the price. It is Bezos' firm belief to provide good quality and low price goods. He once said: "It is a great mistake to refuse to offer discounts. The reason why some network enterprises fail is the value miscalculation theorem. " The media asked Bezos: How does a company seize the biggest market on the Internet? Bezos replied: "The' price' on the Internet must be competitive. Fortunately, compared with traditional commerce, online commerce belongs to large-scale commerce, and its important characteristics are high fixed cost and low variable cost. " Building competitiveness at affordable prices and giving back to customers has always been an important business strategy of Bezos. Amazon is also good at price wars. The prices of all the goods it provides are still lower than the market price, and the maximum discount is 60%. Regarding the price regulations, Amazon has made a very detailed distinction, and Amazon's specially selected books will give a 40% discount; You can get a 30% discount on hardcover and a 20% discount on paperback. Of course, it is also pointed out that most special-priced books and all out-of-print books do not enjoy discounts. In order to explore new markets, Amazon attaches great importance to its close relationship with publishers. Traditional publishers have to bear all the risk of return. Because the printing quantity of a book needs to be determined several months in advance, and in order to encourage retailers to place more orders, they generally allow bookstores to return unsold books. Therefore, the return rate of the whole book industry is as high as 30% or more. Amazon is different from ordinary retailers. The books they ordered were the books that customers decided to buy, so their return rate was almost zero. Therefore, almost all publishers are willing to give Amazon extremely favorable subscription treatment, thus improving Amazon's ability to fight "price wars" and being invincible in the fiercely competitive book market. In addition, Amazon also relies on huge customer information to track and analyze customers' book purchasing preferences and ordering patterns, and feedback them to publishers in time, which has become an important reference information for publishers to predict market demand. In this way, the relationship between the two is closer. 4 comprehensive ○ 1 unique book review Amazon has made great efforts in book review, which can be said to have formed a major feature. Their book reviews mainly come from authors, publishers and readers. They write book reviews from different angles and in different ways, and analyze and evaluate a book from different angles. To this end, Amazon provides a space and opportunity to exchange reading feelings, which is bound to be welcomed by book fans. In particular, all book reviews that violate the regulations will not be published online. Different requirements and restrictions are put forward for author's comments, publisher's comments and reader's comments. ○2 Security of the transaction Regarding the security of credit card settlement: Amazon has made a special "safe consumption guarantee" for security: if your consumption in Amazon is wrongly claimed, you can pay nothing. In addition, users can set up an account in Amazon and pay a certain amount in advance. Amazon will automatically check out after each order is placed. In terms of payment, customers can choose credit card, cash remittance or check. Amazon accepts multiple cards. Users set a password for their own payment channel, display the card number completely or enter only the last five card numbers to pay the amount. Amazon will not disclose the customer's card number online, and the card number will be stored in a special machine. ○3 Amazon, whose marketing network is all over the world, has become the largest online bookstore, but they are not satisfied with it. At the bottom of its homepage, there is a sentence: "We plan to appear in more countries in more languages." Amazon is no longer satisfied with the success of the domestic market, but has begun to spread its influence around the world. At present, its business areas include Africa, Asia-Pacific, Latin America, the Middle East, North America and Europe. The existing non-English languages are French, German and Japanese. ○4 Paying attention to brand building has become the most important intangible asset of network information service enterprises. In the international market, network information service enterprises and product brands will occupy an increasingly important position, and brand-name information products with high added value will have greater advantages. The establishment of brand depends on the ability of enterprises to create brand-new information service products and mechanisms in a short time and quickly occupy the market. In addition to the advantages in quality and quantity, network information products should also be irreplaceable in product characteristics. For online users, they often have a soft spot for the latest services. Once they accept information services, especially good information services, they will not give up easily. Strong brand effect can improve the credibility of the company. The most important value of brand lies in consumers' long-term evaluation of products and services, which has extensive influence among consumers and is also the key to increase brand credibility. Some new network information service companies, such as Yahoo, AOL and Amazon, have invested a lot of money in brand building to achieve the effect of publicity. An important means for information service companies to build brands is to provide services and use software for free, with the aim of establishing close ties between products, services and users. Because the information users' behavior of using information is relatively stable once it is formed, this way is very helpful to the brand building of information products. In the past few years, Amazon has created the right of participation for readers to buy books online, providing readers with opportunities for information feedback and enthusiastic service. For example, when readers come to an online bookstore, they will soon receive a bestseller list and ask consumers to evaluate 10 books, which is enough to show readers' preferences and is also a shortcut to understand users' needs. According to users' hobbies, Amazon will also remind readers what new books their favorite authors have written and whether they are willing to sneak a peek, which is what traditional book marketers dream of. In order to expand its influence, Amazon allows any website to connect with Amazon for free, and returns the benefits brought by this "gay website" at a rate of 5 ~ 15%. At present, the number of websites of "Gay Political Committee" in Amazon has reached about 40,000, which makes the banner of Amazon fly everywhere on the Internet and become the best brand promotion. "Novel, fast, affordable and comprehensive" is just in line with Amazon's value proposition. As long as we can continue to pursue innovation in these four aspects, Amazon has an excellent competitive advantage.

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