The Research On Xinhua Bookstore Marketing Strategies

Xinhua Bookstore is the main channel of the book market issued from the date of birth, it is closely linked with China’s publishing industry. After77years of development, the Xinhua Bookstore has formed a certain scale advantages, with a high visibility, reputation and integrity. But with the change of the international and domestic publishing environment, Xinhua Bookstore also feel difficult to survive.Currently, Book market has become a buyer’s market.that makes readers more rational. Compared with Online bookstores,private bookstores and other companies, the Xinhua Bookstore is short in marketing capability.This paper reviews the development process of Xinhua Bookstore, analyze its marketing environment, with the guide of4C marketing theory we make the Sanxiaokou Xinhua bookstore for example. At Last we proposed several strategies.for example, Xinhua Bookstore should enhance market positioning awareness, build quality industry, improve service quality, strengthen the reader database construction.Xinhua Bookstore should establish a modern system of marketing strategy, a system of considering the real demand of their customer.