目录.....................................................1.....................................................2.........................................................................................................3...............................................3...............................................3...............................................4.............................................4.....................................................................5...............................5.....................6.....................................................6...................................................6.....................................................6...............................................7...............................................7.......................7...................................7.............................................8.......................................8..........................8...............................9...............9..............................10.....................................................11....................................11..............................11............................12............................................12.................................................12................................12............................13............................14........................14........................................................15....................................................16........................................................17中文摘要随着互联网的普及，实体图书馆已不能实现人们随时随地阅读的需求，数字图书已从悄然诞生成长到快速发展。为了满足在信息爆炸时代人们快速阅读和便携阅读的需求，电子书阅读器逐渐产生并成为除纸质书籍之外的阅读群体的新宠。自2009年之后，我国市场上涌现出一大批电子书阅读器品牌，但国内电子书阅读器市场的发展一直不温不火。本文主要从国内现有市场上不同品牌电子书阅读器的品牌特点，面向的消费人群、营销手段、竞争环境、竞争对手等方面展开讨论，分析国内现有电子书阅读器的发展现状以及对未来电子书阅读器在国内发展的展望。关键词：电子书阅读器；市场；产业链；竞争战略AbstractWiththepopularityoftheInternet,physicallibrariescannolongermeettheneedsofpeoplereadinganywhereandanytime.Digitalbookshavegrownfromquietlytorapiddevelopment.Inordertomeettheneedsofpeopleintheageofinformationexplosionforfastreadingandportablereading,e-readershavegraduallyemergedandbecomenewfavoritesforreadinggroupsotherthanpaperbooks.Since2009,alargenumberofe-readerbrandshaveemergedintheChinesemarket,butthedevelopmentofthedomestice-readermarkethasbeentepid.Thisarticlemainlydiscussesthebrandcharacteristicsofdifferentbrandsofe-readersinthecurrentmarket,discussesconsumergroups,marketingmethods,competitiveenvironment,andcompetitors,andanalyzesthecurrentstatusofe-readersinChinaandthefutureofe-reading.Thedevelopmentofthedeviceinourcountry.Keyword：e-readers；market；industrychain；competitivestrategy一、绪论（一）选题意义随着电子书阅读器的快速发展和普及，国外电子书阅读器kindle、索尼等品牌都拥有众多忠实用户和宽广的市场，国内电子书阅读器市场依旧不见起色，这在一定程度上反映了我国国内电子书阅读器在设计和营销方面存在的问题以及国内电子书阅读器市场发展仍旧不成熟。本文主要通过分析国内电子书阅读器品牌竞争策略和国内电子书阅读器市场发展现状，探讨国内电子书阅读器市场的发展前景和趋势。（二）研究...
