A Study On The Brand Communication Strategy Of The Private Chain Bookstores In China

According to the 2014 China Book retail market report, the domestic retail market of the entity bookstores has gotten rid of negative growth in 2012 and 2013 and achieved a positive growth of 3.23%. Dose it means that China’s entity bookstores have successfully gotten through the "winter" period and found a better business model that can adapt the modern market competition?This thesis aims at studying the private chain bookstores. Firstly, it analyzes the business situation and causes of the private chain bookstores, and then chooses Sisyphus Bookstore, the largest domestic private chain bookstores, as the main subject of the study. Based on the theory of brand communication, it analyses the brand development of Sisyphus and explores the communication strategies it uses. Secondly, by comparing with other domestic and foreign private chain bookstores, it explores the root causes of the failure of private bookstores during the "winter" period, as well as the strategies and methods of their successful survival and transformation. It also compares the similarities and differences of the development of the private bookstores both at home and abroad. It explores how to compensate for the competitive disadvantages compared with the online bookstores.This thesis mainly adopts case analysis method and comparative analysis method and innovatively uses the brand communication strategy. It studies a case and compares it with the Photosynthesis Bookstore, Pioneer Bookstore, and the Japanese Discipline Iraq Kinokuniya Bookstores, which explores the communication strategy of development of different private chain bookstores brands and rethink the problems Chinese bookstores should pay attention to during the process of establishing new brands and management mode. It also provides some corresponding suggestions and countermeasure for the development of bookstore brand.