case study report
亚马逊网上书店成立于1995年，提供大约150万在线销售的各种书籍。到今天，它已经发展成为一个网上书店的领袖。在这个报告利用SWOT战略分析模型，分析显示亚马逊的竞争优势有:
现在亚马逊已经逐渐成为一个集成的在线零售网站，它有多样化的产品，如书籍、CD / DVD、软件等等。特别是它提供了各种各样的书籍，在英国这些书的价格都是不低于任何其他书店的且任何客户都可以找到他们想买的那本书。它还提供了一个可选择市场，卖方可以在网上出售二手书和买卖双方可以相互购买。
亚马逊一直坚持“客户至上”的经营理念。首先，亚马逊拥有优秀的网络服务软件系统，如为客户提供更方便和以人为本的服务。例如，客户可以使用搜索框找到他们感兴趣的书。一旦客户在亚马逊购买这本书，信息系统会自动记录客户数据对买家的行为，这使它能够告知客户一些特定项目或类似项目，客户通过发电子邮件之前够买。其次，非网络分销也反映了客户至上的理念。它不仅提供免费的送货服务，还可以在30天内无条件地退还书本。因为这些优质服务，亚马逊已经吸引了成千上万的新客户和留住现有客户。第三，用户评论用于共享信息和提供反馈，这些信息有助于刺激销售。
Amazon online bookstore was founded in 1995, offering approximately 1.5 million online sales of various books. As of today, it has developed into a leader of online bookseller in the world. In this report it makes a strategy analysis of Amazon by using a SWOT model. The analysis shows the advantages of Amazon are:
Amazon has increasingly become an integrated online retail website until now. It has the diversified products such as books, CD/DVD, software and so on. In particular, it offers the variety of books, which of these are not less than any other bookstores in UK. No matter what kind of customers would find the book that they want to buy. It has also provided the option of a market place where a seller can sell the second hand books online and a buyer can buy it from that seller.
Amazon has been holding on to the business concept “customer is supreme “for a long time. First of all, Amazon has excellent web service software systems, such as to provide the customers with more convenient and people-oriented service. For example, customer can use the search bar to find the book they are interested in. Once customer purchases the book on Amazon, the information system will automatically record customer data on buyer behaviour, which enables it to inform the customer to some specific items or similar items that customer bought before by email. Secondly, offline distribution also reflects the idea of the customer first. It not only provides the free delivery service but also is allowed to return the book unconditionally within 30 days. Because of these good services, Amazon has been attracting thousands of new clients and existing customers. Thirdly, User Reviews are used to share information and provide feedback which of these information helps in stimulating sales.
As Amazon is an online bookstore, it saves the cost compared with the traditional bookstore. For instance, Amazon can reduce the cost on its financial management as well as the number of staff or unnecessary expenditures. In addition, it utilizes advanced convenient order processing system to decrease the error rate. Because of good cost control and efficient working rate, Amazon can guarantee a lowest cost to pay more attention on how to improve its sales. The promotion is a useful method for sales, Amazon always provides a reasonable price on its books and the prices always below market value, sometimes the maximum discount for some books up to 40%.If you open a Web page of Amazon, you will easily see a great number of books on a big discount, which is enough to encourage customer to buy what they want. Online shoppers worry about is that the cost of expensive delivery lead to the benefits of the discount decreased. Amazon free delivery service completely dispels customer’s concern, which becomes a major advantage of attracting customers.
竞争劣势—Weakness
Although Amazon has more than 20 million customers, a large number of which are women, older and from lower socio-demographic groups, which means they have not enough buying power. [3] Amazon has to rely on a large number of orders from such kind of customers to increase the profit.
Generally customers can not preview the books they are interested in on Amazon because you may just get some basic information from the website. Sometimes you have to go to the local bookstore to confirm whether it meets your requirements. Amazon also can not hold a signing event for the new book. Actually it is a big chance to
