With an increasingly large impact of e-books and on-line shopping on book store entities in recent years, great changes have taken place in people's custom of buying and reading books with a typical of the younger groups. Therefore, more and more people prefer to buy books online. In this paper, we can have an understanding of the factors in their purchasing psychology and behaviors by analyzing the purchasers and make a comparative analysis of the on-lin purchasers and the ones in book store entities to put forward an enterprise marketing strategy analysis for the purchasers. In this case, it is reccommended to adopt a diversified business model to establish a market share.
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