Research On Marketing Strategy For "Zhengda Bookstore"

Changes in the market brought about by new technologies have changed the pattern of the bookstore market.Under the impact of online bookstores and e-books,consumers have changed their original buying and reading habits.Sales of brick-and-mortar bookstores have been falling all the way.At one point in 2011,a wave of closures occurred,with nearly 50 percent of brick-and-mortar bookstores nationwide closing.However,while the brick-and-mortar bookstore market has been hit hard,the market vacancies have also brought new opportunities.At the same time,new sales channels and promotion methods brought by new technologies have also created new development means for the brick-and-mortar bookstore.Due to the humanistic significance of the physical bookstore,the state gave brick-and-mortar bookstores a lot of policy support,with these support and the efforts of the brick-and-mortar bookstore itself,2014 reversed the continuous decline in the sales of the brick-and-mortar bookstores.This paper takes Zhengda bookstore as the research subject,combined with the development status of Zhengda bookstore,comprehensively analyzing its marketing environment.After systematically analyzes Zhengda bookstore from macro-environment,micro-environment and its own advantages,disadvantages,opportunities and threats,the author thinks that Zhengda bookstore has a good development prospect in the brick-and-mortar bookstore market.Moreover,this paper uses STP strategy to subdivide the market,select the target market,establish the market position,and chooses The Marketing Theory of 7Ps to develop a marketing strategy portfolio,that is product,price,place,promotion,people,process and physical evidence.It proposes safeguards from personnel,funds,and systems to ensure the smooth landing of the strategy at last.Three conclusions can be drawn from the research.First of all,Zhengda bookstore should split the enterprise in its brand positioning and create three sub-brands.Under different precise positioning,the three sub-brands should in line with the overall brand image and positioning of the enterprise,creating a companion bookstore to convey emotion and warmth.Secondly,on the basis of differential operations of the three sub-brand stores,make full use of the Internet and new technologies to meet the personalized needs of consumers.Finally,the bookstore and local tourism features should be combined to enhance the added value of the bookstore culture by creating a “Bookstore + Cultural Business Card”,realizing enterprise transformation and standing out in the market competition.