As China’s book and publishing industry further optimizes its structure,digital publishing has become a major growth driver of the industry,exhibiting a significant growth rate way higher than that of people’s reading rate in recent years.This indicates a change in people’s reading habit.In order to survive and development,physical bookstores have to find a way to transform themselves through innovation — from "book-selling" to providing book-based services.Bookstores shall enhance their market positioning,focus on brand-building,improve quality of services,establish reader databases,and strengthen their interaction wit h the readers.Phasing out the obsolete passive and experience-based management style,they shall base their decisions on real demands of the audiences and endeavor to satisfy their needs.Accomplishing that mission shall be a key step to forge a modern st rategic marketing system for general books.Different bookstores adopt various marketing approaches,but have similar marketing planning strategy.The article studies Changsha Xinhua Bookstore,using qualitative and quantitative methods to analyze Chan gsha’s book distribution industry.Utilizing market selection,marketing positioning,market segmentation,marketing environment,and other modern marketing theories,the author formulates innovative marketing strategy for Changsha Xinhua Bookstore,coveri ng book distribution channel,pricing,promotions,and other aspects.At the end of the article,the authors proposes implementation recommendations and measures.?The research seeks to find out the cause to the problems faced by state-owned book retailers,and moves on to recommend marketing and development strategies based on successful marketing experiences and actual cases from relevant industries.The research has great significance in improving the competitiveness of Changsha Xinhua Bookstore and safeguarding the brand value of century-old SOE Xinhua Bookstore.The article hopes to increase the market competitiveness of Changsha Xinhua Bookstore,an old-fashioned state-owned enterprise,by practicing modern marketing strategies,including specialized hybrid operation and reverse O2 O model.At the same time,the article is also relevant for rapidly growing companies in the book industry,in terms of the design and implementation of marketing plan. |