China's State-owned Books Retail Marketing Strategy For Integration

The state-owned Xinhua bookstore that possesses 70 years long histories, just be in intense and cruel market competition environment in, one may well say be " domestic trouble and foreign invasion ". So-called " domestic trouble ", our market share is being snatched by private books enterprise, and the large-scale group of companies in many other domains also begins to set foot in the books domain, and has constituted very big threat to the retail shop of the bookshop, state-owned Xinhua; So-called " foreign aggression ", the retail of external large-scale books is issued the group and is landed China one after another, and powerful fund superiority and network superiority are utilized to it, and develop the network member, and carry out the online selling, and further nibble and carve up the books retail market. Bookshop, state-owned Xinhua is very difficult in odious living environment, and the enterprise wants to seek survival in the competition and deposits, seeks to develop, and just need seek the breach in the marketing, and expands the present market share, and so the books marketing strategy is with important meaning to the following development of state-owned books retail enterprise.Thesis starts with from the background of introducing state-owned Xinhua bookstore, and has analyzed the entire current situation of the state-owned books retailing, and has pointed out the problem that present state-owned Xinhua bookstore exists in the aspect of the marketing, and the cause of these problems productions, and uses the SWOT analysis law to do the competitive status of the state-owned books retailing of China further to analyses, so that establishing the basis for establishing of the marketing strategy. But the marketing strategy measure because of present state-owned books retails enterprise still is in the primary stage, and so this text has borrowed the retail of external large-scale books issues the successful marketing of group and go through, skims the cream and is used by me. Two typical enterprises have been chosen to the essay, be respectively to take the network sales as the Bertelsmann group of the main sales channel and serve as the mainly chain Barnes&Nobel bookshop of the sales channel with the retail selling court, On the basis of using for reference their marketing experience, combine China's state-owned books and sell retail the characteristics of the enterprise self, put forward newly to advocate based on the marketing strategy of the retail terminal and the marketing strategy of the upper reaches supply chain, service marketing, blogger's marketing and customer's relationship marketing tactics based on the retail terminal are included; Supplier's relationship marketing tactics and marketing ante displacement tactics based on the upper reaches supply chain. This text has contained the practical implementation details of a large number of marketing strategies, and possesses extremely strong operation ability.