A Study Of Dangdang Bookstore Marketing In The Perspective Of 4I Principles

Under the impact of the Internet,the bookstore,after the winter of six or seven years of closure,followed a series of policies such as comprehensive reading,and the bookstore began to spring back.In the United States,Amazon pioneered the first bookstore,Amazon Books(Amazon bookstore),with online and offline services.At home,many new "experiential bookstores" enter the consumer's horizon,giving the bookstore marketing development in a new mode.Dangdang also took a cue from it,extending the business chain below the line and starting the bookstore.In order to study the marketing communication strategy of Dangdang bookstore in a more concentrated and in-depth way,the thesis selects the 4I principle of network integrated marketing as the research perspective.The first part,from the external macro environment,discussed the overall environment of Dangdang bookstore,and sorted out the development process and scale of Dangdang bookstore.The second part,the analysis of the Dangdang bookshop,on the basis of background and current situation of the development of marketing,on the basis of the theory of 4 I respectively from Interesting(interest principle)Interests principle(Interests)Interaction(Interaction principle)Individuality(personality principle)four aspects analyzes the marketing strategy of Dangdang bookshop.The third part,combined with the questionnaire survey to understand consumers' opinions on Dangdang bookstore,extracts the problems existing in the practice development of Dangdang bookstore.In the fourth part,aiming at the problems existing in Dangdang,this paper puts forward an improvement strategy,which can promote the benign development of bookstore from the three levels of building core brand,spreading channel and diversifying operation.The investigation method and literature analysis,this article USES innovative use of network integrated marketing 4I principles of Dangdang bookshop I summarize marketing communication strategy,explores the entity bookstore various marketing communication modes in the future.Through the questionnaire survey and user research to understand the current problems by Dangdang bookshop,reflection and put forward the corresponding solutions,provide the corresponding countermeasures for the development of Dangdang bookshop and opinions.