網(wǎng)上售書價格大戰(zhàn)，賠本賺吆喝？

Book Sellers Looking to Net Buyers
書商尋求凈買家

China’s large online book retailers are mounting heavy promotions to boost sales, and experts said it might be a strategy for companies to expand their customer bases and boost sales in other categories.
中國最大的網(wǎng)上圖書零售商們正在通過大幅度促銷活動“吆喝”買家來促進銷售。專家說這可能是公司為了擴大其客戶群以及促進其他類別商品銷量的營銷策略。

, controlled by one of China’s largest home appliance suppliers, launched an online retail book channel on October 31. Customers are issued with coupons to the value of their purchase, and can use the coupons to purchase other goods.
蘇寧易購網(wǎng)，是由中國的一家最大的家電供應商掌控的，在10 月 31 日推出網(wǎng)上售書頻道。客戶可以憑借發(fā)行的優(yōu)惠券抵消他們所購買的商品的價值，并且可以使用優(yōu)惠券購買其他商品。

Moreover, discounts of as much as 85 percent are being offered on some books. Suning said that more than 70,000 volumes were sold on the opening day and sales have been increasing rapidly since.
此外，有一些書提供的折扣高達 85%。蘇寧說在開幕日那天售出超過 70,000 卷的書，并且此后銷售量一直在迅速增加。

The Nasdaq-listed E-Commerce China Dangdang Inc. also offered consumers coupons worth 200 yuan when they spend 100 yuan, or 200 yuan for a 400 yuan purchase, between November 1 and 4.
在納斯達克上市的電子商務-----中國當當網(wǎng)公司也給消費者提供購買100元商品贈送價值200元的優(yōu)惠券，或者購買價值200 元的商品贈送 400 元優(yōu)惠券，有效期是 11 月 1 日至 4號之間。

Meanwhile, the Beijing-based , which specializes in electronic products and home appliances, held a similar promotion to celebrate the first anniversary of the launch of its online book retailing unit.
同時，駐北京的京東團購網(wǎng)，是專業(yè)銷售電子產品和家用電器的網(wǎng)上購物商城，也舉辦類似的優(yōu)惠活動，用來慶祝其網(wǎng)上售書頻道開業(yè)一周年。

The sector has boomed in recent years. In the second quarter of this year, Dangdang occupied 28.1 percent of the market for online book sales, while Amazon took 25 percent and 4.7 percent. However, competition is heating up as an increasing number of online traders join the sector.
網(wǎng)上圖書銷售這個部門最近幾年得到了蓬勃發(fā)展。在今年第二季，當當網(wǎng)占領網(wǎng)上圖書銷售市場份額 的28.1%，而亞馬遜網(wǎng)占了 25%，京東團購網(wǎng)有4.7%。然而，該行業(yè)的競爭隨著越來越多的網(wǎng)上貿易商的加入逐步升溫。

Offering large discounts to attract consumers is a key customer retention strategy adopted by companies, but some industry observers doubt whether the retailers will be able to make a profit.
提供大幅度折扣來吸引消費者是公司采取的對關鍵客戶的保留策略，但一些業(yè)內觀察人士懷疑零售商是否將能夠從中賺取利潤。

However, analysts said the companies hold these heavy promotions in order to attract consumers and boost sales in other categories.
然而，分析師表示，這些公司利用這些大幅的促銷是為了吸引消費者，以及促進其他類別商品的銷售。

“Suning and some other online stores are obviously using their book retailing channels to broaden their customer bases, and also increase sales in the home appliance sector,” said an industry analyst.
行業(yè)分析師表示："蘇寧和一些其他的網(wǎng)上商城顯然是用他們的圖書零售頻道擴大各自的客戶群，并且此舉也增加了家電部門的銷售"。

本期題目：

Why those online book retailers are mounting heavy promotions?

A because they want to attract consumers and boost sales in other categories.

B because they want to expand their customer bases and boost sales in other categories

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