Research On Consumer Behavior Of Book Retail Market Based On Purchase Decision

According to the 2014 book retail market report,the entity bookstore to achieve 3.26% growth; online bookstores continue to maintain high growth, online and offline to achieve the overall growth rate of around 10%, belongs to the high-speed development in the global publishing industry. Coupled with the Premier Li Keqiang said, books and reading is the main carrier of human civilization, I hope all the peoplereading can form a kind of atmosphere, everywhere. Therefore, China’s book market in terms of market development and people pay attention, has good prospects for development.In view of this, this paper based on our book retail market, the consumer behavior analysis,because as the most important part of the consumer book retail sectors, their inner needs and behavior are alluding to the future direction of the retail industry. And because the booksconsumption is different from the general consumer, it belongs to the spiritual and cultural consumption, consumers need to spend more than money, but also to put in the time, the mind and the emotions to the consumer experience. Therefore, the research on consumer behavior consumer law, found the book retail market consumer has an important significanceto develop the retail business marketing strategy.Therefore, this paper will be based on the theory of consumer behavior, through the questionnaire survey, intuitive data book retail market consumer purchase situation, the statistics and analysis of the data, finally according to the results of the analysis on China’s retail enterprises to put forward the marketing strategy.