B2C环境下我国图书供应链问题研究
摘 要
现代科学技术的发展和互联网的普及，网络营销由于比传统营销方式具有无法比拟的优势，已经成为现代最具前景的营销方式。图书的销售也开始采取网络营销的方式，并且在B2C环境下形成了从图书生产到销售的整条供应链，在图书的网络营销的发展中具有重要的意义。供应链模式已经成为今后发展的趋势，美国著名的经济学者ChrJ stopher曾指出，“2l世纪的竞争不是企业与企业之间的竞争，而是供应链与供应链之间的竞争”，“市场上只有供应链而没有企业”。虽然我国的图书网络销售已经有了初步的供应链，但是在信用和网下物流方面还存在很多问题，认为可以从整个供应链的角度出发去研究，通过加强网络管理，将供应链的管理与现实问题想结合，解决问题，具有一定的理论和现实意义。
关键词： B2C环境 ； 网络营销 ； 图书供应链
Abstract
On behalf of the development of science and technology and the popularization of the Internet, network marketing as a result than traditional marketing way has the incomparable advantages, has become the most promising marketing mode of modern. Book sales have begun to take the network marketing mode, and in the B2C environment formed from the production to sales of the entire supply chain, in the book of the network marketing development has important significance in the. Supply chain management mode has become the development trend in the future, the famous American economist ChrJ stopher pointed out,” 2l century competition is not the competition between enterprise and enterprise, but the supply chain and the competition between the supply chains”,” market only supply chains but not enterprise”. Although China’s book sales network has an initial supply chain, but in the credit and network logistics still exist many problems, that can be the whole supply chain from the point of view to study, through strengthening network management, supply chain management and real problem to combine, to solve the problem, have certain theory and realistic significance.
Key words:： B2C environment; network marketing; supply chain
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