SWOT Analysis of E-commerce Websites -- Based on Dangdang.com

Twenty-first century is an information age, and the e-commerce boomed with the rapid development of economy. The internet has greatly influenced people´s work and life, and E-commerce has drawn the attention of the society. As a prominent representative of e-commerce B2C model, Dangdang.com has rapidly developed during a decade, whose operation model and marketing strategies are worth studying. This paper used literature studying method, theoretic analysis and real shopping experience to discuss the internal and external environment of Dangdang.com. By implementing SWOT analysis, this paper points out the opportunities, threats, strengths and weaknesses of Dangdang.com. Based on the actual situation and marketing principles, the paper puts forward some suggestions of marketing mix strategies from the aspects of product, price, place, promotion and customer relationships for Dangdang.com, which could also be useful for other e-commerce websites.