Study On Brand's Communication Of Physical Bookstore Based On SoLoMo Model

Under the double attack of online bookstore and digital reading,the transformation of physical bookstore faces many uncertain factors,As the book market continues to expand,it is increasingly difficult for physical bookstores to make a profit.The survival and development of physical bookstore brand has been tested.By combining the brand of physical bookstores with the brand marketing mode under the trend of mobile Internet--SoLoMo model,can we find a way for the healthy development of physical bookstores?Sisyphe bookstore has become the brand with the highest commercial benefits among private bookstores in the context of hard survival of physical bookstores.In a sense,Sisyphe bookstore has applied a variety of brand communication methods that are worthy of our study.In this paper,Sisyphe bookstore is selected as an example to investigate and analyze the specific application of SoLoMo model in Sisyphe bookstore,from which we can see Sisyphe bookstore's distinctive communication advantages and brand effect.This paper comprehensively uses the methods of literature analysis,field investigation and questionnaire survey to conduct in depth analysis on the SoLoMo model communication strategy and effect of Sisyphe brand through multiple channels.Finally,it is concluded that Sisyphe bookstore's brand communication strategy of SoLoMo model has certain limitations,but the communication effect is still considerable.Based on this,the brand communication Suggestions of physical bookstores using SoLoMo model are obtained,which can provide reference for the brand communication of physical bookstores.