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분야
ppt2.Brand Concept
3.Strategy
4.Process
5.Marketing Mix – 4P
6.Service System
7.Conclusion
BN.com Amazon.com
Partnership
program Affiliate Network Associate Program
Partner Affiliated Relationship with major portal site(Yahoo, Lycos..) Maintain Associated Relationship with major site (AOL, MS..)
Main
issue - 1997.3. Sold books through AOL
1997.5.Introduced Affiliated Network
Send an employee in charge of customer to each affiliated company
-Take over Ingram (books wholesale store) -Built a partnership program at first in online book market
-Strategic association with Borders, off-line bookstore recently
-Sales broadcasting-related products Cooperating with NBC
AMAZON Barnes & Noble
PRODUCT 2.5million related with data base
Video tape, CD, Baby products, Audio book, e-book(Kindle), DVD, Healthcare products, Beauty products, Travel products, Household products, Computer, Software Wide title over 8million
Paper bag, e-book(Nook), Series , Audio book, DVD and Video, Electronic products, software
PRICE 15-40% discount on all book Aggressive and limited discount system
(only best seller..etc) 30~90%
PLACE Only their own website.
Attract indirected customers from other associated web site -Off-line :Totally had 777 branches in 2009 in USA
-Planned to open 70 additional branches every year
-Targeting online market through BN.com web site
PROMOTION More advertisements in on-line Price Discount Strategy
Communal branding with AOL
Affiliate Program
New type advertising
Various events
