Research On Marketing Strategy Of "Zhi Qi’e" Online Bookstore

With the development of mobile Internet and information digitization,online consumption has become an unprecedented prosperity.Book sales have been gradually shifted from physical bookstores to online bookstores,since the book is a standardized commodity.The early online bookstores,such as Amazon,Dangdang,attracted a large number of consumers with low prices and convenient delivery services,leading to a significant reduction in the retail market share of brick-and-mortar bookstores.That’s why Brick-and-mortar bookstores are opening up online sales platforms,and the "Zhi Qi’ e" online bookstore came into being under this background.The "Zhi Qi’ e" online bookstore is the main research object in this paper.By analyzing the current situation and marketing environment of the "Zhi Qi’e" online bookstore,the marketing strategy based on the 4C marketing theory is summarized for the development of the online bookstore,which will be beneficial to "Zhi Qi’ e" online bookstore in the future.The first chapter of this thesis gives a brief overview of the background and significance of the research,and the research of domestic and foreign network marketing is referred to provide theoretical reference for this thesis.The second chapter details the relevant theories such as network marketing and 4C marketing,as well as analytical tools such as SWOT,PEST,and Porter’s Five Forces Model.The development process of the online bookstore is sorted to point out the direction for the development of the "Zhi Qi’ e" online bookstore.In third chapter the current situation and problems of the "Zhi Qi’ e" online bookstore is analyzed through four aspects(consumers,cost,convenience and communication)under the framework of 4C marketing theory.Tools such as PEST,SWOT,and Porter’s Five Forces Model are used to conduct comprehensive research on the "Zhi Qi’ e" online bookstore from three aspects: macro environment,business environment and micro environment in fourth chapter.The general marketing goals and ideas of the "Zhi Qi’ e" online bookstore are proposed with the guidance of 4C marketing theory in fifth chapter.The marketing strategies for the optimization and development of the "Zhi Qi’ e" online bookstore in four aspects are formulated and some safeguards for the implementation of marketing strategies are provided.In conclusion,the marketing strategy of online bookstores must be based on its own resource conditions,and improved continuously according to the market environment.The marketing strategy should be designed with clear goals,accurate positioning,and step-by-step plans to improve the further market competitiveness of online bookstores.