The Research On Marketing Strategy Of ZX Bookstore

With the advent of the Internet epoch,physical bookstores are facing unprecedented predicaments.Relative data has indicated that 60% of physical stores have been shut down during the last ten years of rapid internet development.This article selects ZX chain bookstore as research subject and discusses its marketing strategy under the historical background of “Internet +”.ZX bookstores are affiliated to ZX Publishing Company Limited.The bookstore chain starts from airports of all major cities around the country and successively captures the market by entering subway stations,landmark office buildings and large high-end shopping centers.It is dedicated to provide high-quality cultural services to book-lovers as their “mobile reading station”.In 2016,a ZX bookstore was launched in a high-end shopping mall in Dalian,becoming the only diversified physical bookstore of ZX in this city.In this time when physical bookstores close down one after another,this ZX bookstore undoubtedly refreshes us all.It indicates that bookstore is the cultural signal of a city and that the cultural development of a city requires the existence of physical bookstores.This article proceeds with the predicament faced by ZX bookstores and conducts specific marketing environment analysis on both internal and external environment.External environment analysis is conducted though systematic analysis on macro-environment from four aspects(politics,economy,society and technology)and on competitive environment from five aspects(potential entrants,substitute products,buyer behavior,supplier behavior and competitors),thus summarizes exterior opportunities and threats faced by ZX bookstores.Internal environment analysis is conducted through studying interior situation of ZX bookstores combining customer analysis and marketing decision,thus summarizes the strengths and weaknesses of ZX bookstores.On this basis,marketing strategy analysis is further conducted following the “4P”theory.