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目录 摘要 3 1 新华文轩及其文轩网概况 4 2 文轩网发展现状 5 3 文轩网在发展中存在的不足 5 3.1 宣传不到位，网上书店知名度不高 5 3.2 商品信息不够完善 6 3.3 受传统销售方式束缚，营销策略不当 6 3.4 商品配送范围有限 7 4 浅谈文轩网发展的建议 7 4.1 加大宣传，提高文轩网知名度 7 4.2 完善商品信息 8 4.3 改变经营策略，重视网络营销 8 4.4 建立和完善配送中心 9 4.5 建立反馈机制，提供个性服务 9 5 结论 10 参考文献 10 摘要：在网络高速发展的今天，上网已经成为普遍的事情，网上购物、淘宝正逐渐成为一种新型的消费方式。作为我国网络购物产业的重要组成部分，网上书店以其交易成本低、流通效率高、销售范围广、服务方便快捷等优势，正日益受到企业和消费者的亲眯，在出版物市场发挥着越来越重要的作用。作为网上书店发展的一个代表，新华文轩网上书店以其特有的发展优势在自身的发展中不断探索。本文就以文轩网为例，首先阐述了新华文轩及其文轩网的概况、发展现状、文轩网发展的优势，而后分析文轩网发展过程中存在的诸如知名度不高、信息不够完善、营销方式不当等问题，最后针对文轩网存在的以上不足提出了解决问题的建议和方案，以此促进文轩网更好的发展。 关键词：网络书店，文轩网，发展建议 Abstract: With the fast growth of Internet today, Internet has become the common things, online shopping; Taobao is becoming a new way of purchasing. As the important component the network shopping industry is of online bookstore in the trading of low cost, high efficiency sales circulation service range, convenient wait for an advantage, is increasingly by the enterprise and the consumer attained renown in publications market, playing an increasingly important role. As a representative of the development of online bookstore, Wenxuan online bookstores by its unique advantages in its own developing continuously explore. This essay, taking Xinhuawenxuan online bookstore he attributes network as an example, the first elaborated the Xinhuawenxuan and he attributes nets briefings, development present situation, he attributes nets development superiority, then analysis he attributes of existing in the process of web development such as visibility is not high, the information are not perfect and marketing approaches improper question, finally based on web presence of less than he attributes to solve the problems are proposed the suggestion and scheme, promote he attributes nets better development. Key words: online bookstore；wenxuan net；the development of advice 互联网在中国的发展已有十几年，随后跟进的网上书店在中国的发展也已有十余年。从1996年上海南京东路新华书店网上建立国内最早的书业B2C网站开始一直到当当、卓越等书业B2C网站的相继跟进，十多年过去了，中国网上书业取得了长足发展。网上书店作为电子商务时代的一个巨大特征，是信息时代网络行业发展的领跑者之一，就在这个