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摘要
当当网在线销售商品的大类涵盖几十个,号称全球最大的中文网上图书音像商城,但当当网2012年第1季度实现销售收入1084亿元人民币,同比增加58%,但环比来看,今年第1季度销售收入较去年第4季度下降了12%,这也是当当网自200年以来收入增速最低的一年，并接连爆出假货事件。因此当当网必须重视围绕顾客需求优化产品组合,有效地对顾客进行导购。与此同时进行品牌重新定位,加强管理进货的渠道、物流的配送和销售后服务的管理,注重提高顾容的忠诚度。
关键词
PEST分析、SWOT分析、营销策略
目 录
第一章： 绪论········································································································（ 5 ）
1.1.1 当当网的成立························································································（ 5 ）
1.1.2 战略的目标···························································································（ 5 ）
1.1.3 研究的意义···························································································（ 5 ）
1.1.4 研究的方法····························································································（ 5 ）
第二章：网上书店的环境分析···············································································（ 6 ）
2.1 现实环境································································································（ 6 ）
2.1.1 政治因素·····················································································（ 6 ）
2.1.2 经济因素·····················································································（ 7 ）
2.1.3 社会因素·····················································································（ 8 ）
2.1.4 技术因素·····················································································（ 9 ）
2.2 网络环境·······························································································（ 10 ）
2.2.1 网络技术的发展······································································（ 10 ）
2.2.2 电子商务的发展·······································································（ 10 ）
第三章： 当当网目前影响存在的问题······························································（ 12 ）
3.1 当当网的优势······················································································（ 12 ）
3.1.1当当网的认知度优势明显，显示了其较好的品牌影响·····（ 12 ）
3.1.2当当网、卓越网用户覆盖面广，
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