Research On Marketing Strategy Of Private Chain Bookstore Based On CCDVTP Modle

Based on the theoretical framework of CCDVTP model,this paper takes private chain bookstores as the research object,and uses literature research,comparative analysis,case analysis model to analyze and explore the problems and their causes such as the poor selection and cultivation of target market,the widespread homogenization of competition,the shortage of communication ability and value transfer process,and the poor profit-making mode at this stage.At the same time,this paper makes a case study of Eslite bookstore in Taiwan from five dimensions of target market,innovation,communication,value transmission and income,and extracts the experience or methods that can be used for reference by(domestic)private chain bookstores,and puts forward feasible countermeasures for the above problems based on this.This paper holds that:In the process of marketing,private chain bookstores need to optimize the selection and cultivation of the target market,that is,to select the target market reasonably and cultivate the target market meticulously.In thedevelopment and design of products,services and activities,bookstores should return to the reading oriented innovative product system,innovate daily services based on the reader oriented,and innovate marketing activities through cross-border cooperation.To improve communication ability and communication level,bookstores should use social media reasonably,use brand stories timely,and put communication under specific cultural context.In the process of value transmission,bookstores should optimize the path selection,focus on cooperation with key opinion leaders,and make comprehensive use of readers' information data.In the way of profit-making,bookstores should abandon the thought of low price competition and comprehensively consider the consumption cost of readers.Generally speaking,this paper takes the private chain bookstore as the research object,based on the CCDVTP marketing framework,analyzes and discusses the target market of the bookstore and the innovation,communication,value transmission and income in the marketing process.There are five chapters in this paper,which can be divided into four parts according to the content.Among them:The first part(the first chapter): Describes the research background and significance of the article,summarizes the research status of the existing literature on the marketing strategy of private chain bookstores,clarifies the relevant concepts and theories,and clarifies the research ideas,research methods and innovative work of the article;The second part(the second chapter): Describes the development process of private chain bookstore,analyzes its external environment and development status;The third part(the third chapter): Overview of the current private chain bookstore's main marketing strategy;The fourth part(the fourth chapter): Based on the CCDVTP marketing framework,this paper analyzes the problems and causes in the whole marketing process of private chain bookstores,such as: the selection and cultivation of the target market are not good,the homogenization competition is widespread,and the communication ability of bookstores needs to be improved;The fifth part(the fifth and the sixth chapters): Through case analysis,this paperanalyzes the Eslite bookstore in Taiwan from five dimensions of target market,innovation,communication,value transmission and revenue,and on this basis,puts forward possible solutions to the problems existing in the marketing of(domestic)private chain bookstore.