摘要新华书店作为中国历史上规模最大图书销售网络、覆盖面最广的图书销售实体，在电子商务快速发展网络书店日益红火的今天，随着消费者对图书需求的个性化的增强，新华书店传统的运行机制和模式面临了巨大的挑战，为了让新华书店重新焕发生机，通过对其进行分析，新华书店应该在战略上进行大的改进，如实行股份制改革和连锁经营改变营利模式促进传统渠道和网络渠道的融合实行客户关系管理等。关键词：新华书店；分析；发展战略AbstractXinhuabookstoreasthemostextensivesalesnetworkcoverageofthelargestbook,Chinahistorybooksalesentity,intherapiddevelopmentofe-commercenetworkbookstoreincreasinglyflourishingtoday,withincreasedconsumerdemandforpersonalizedbooks,XinhuaBookstoretraditionalmechanismandmodeofoperationisfacinggreatchallenges,inordertolettheXinhuaBookstorerevitalized,throughcarriesontheanalysis,theXinhuaBookstoreshouldbigimprovementsinthestrategy,suchastheimplementationofjoint-stockreformandchangetheprofitchainoperationmodetopromotethefusionoftraditionalchannelsandInternetchannelsoftheimplementationofcustomerrelationshipmanagement.Keyword：XinhuaBookstore;analysis;developmentstrategy目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc382765304"引言PAGEREF_Toc382765304\h1HYPERLINK\l"_Toc382765305"一、新华书店现在的发展状况PAGEREF_Toc382765305\h1HYPERLINK\l"_Toc382765306"二、电子商务定义和营销优势PAGEREF_Toc382765306\h1HYPERLINK\l"_Toc382765307"（一）电子商务的定义PAGEREF_Toc382765307\h1HYPERLINK\l"_Toc382765308"（二）电子商务营销优势PAGEREF_Toc382765308\h1HYPERLINK\l"_Toc382765309"1、订单采集模式转变，客户订货满意度提升PAGEREF_Toc382765309\h1HYPERLINK\l"_Toc382765310"2、市场需求预测更加准确，对客户需求的分析和把握能力提升PAGEREF_Toc382765310\h2HYPERLINK\l"_Toc382765311"3、品牌培育发挥职能，工商零协同营销水平提升PAGEREF_Toc382765311\h2HYPERLINK\l"_Toc382765312"4、信息沟通方式扁平化，客户服务水平提升PAGEREF_Toc382765312\h2HYPERLINK\l"_Toc382765313"三、电子商务对新华书店的冲击PAGEREF_Toc382765313\h2HYPERLINK\l"_Toc382765314"（一）网上书店的优点和缺点PAGEREF_Toc382765314\h2HYPERLINK\l"_Toc382765315"（二）网上书店的模式PAGEREF_Toc382765315\h3HYPERLINK\l"_Toc382765316"四、新华书店的SWOT分析PAGEREF_Toc382765316\h3HYPERLINK\l"_Toc382765317"（一）优势PAGEREF_Toc382765317\h3HYPERLINK\l"_Toc382765318"1、品牌优势PAGEREF_Toc382765318\h4HYPERLIN