1. Lack of personalized recommendation: The recommendation algorithm of JD.COM books is relatively weak, and it can't make accurate recommendations based on personalized information such as users' historical purchase records and search keywords, resulting in poor marketing experience of users.

2. Fierce price competition: The book market in JD.COM is fiercely competitive, with frequent price wars. Over-reliance on promotion and price discount has led to the problem of book marketing in JD.COM.