| At present, China’s book industry is in a critical period of development. On one hand, With the deepening reform of cultural system and the rapid development of the cultural industry, most Xinhua Bookstore turn to acceleration and transformation, by making great efforts to become a multifunction book mall with the core business as book industry as well as other more functions, such as learning, leisure, entertainment and dining. This kind of multifunction book mall brings new promotion of the economic and social benefits. On the other hand, with the rapid change of new media and new technology, all entity bookstores including book mall will surely be under great competitions from network bookshops and E-book tide. As under much more serious pressure as before, it makes the operations of book mall quite difficult. Some of them even face to stop or change their main business.Bookstore A is located in the frontier of China’s reform and opening up in southern China. It explored and created a new sales model called "experiential bookstore" in2006when it was just erected. A variety of innovative steps is made to find a sales-model with rich experiential culture. However, we still can not deny the exploration of bookstore A is still in initial stage of journey and it has to face more operation pressure after the excellent start. This article is written on the basis of an all-round analysis to the inner-and-outer circumstances of Bookstore A. We make a summarization and diagnosis of its new sales model based on our questionnaire. We try to recommend bookstore A to make general application of experiential marketing which is an innovative marketing strategy. We fully tap all experiential elements to make bookstore A with differentiated competitive advantage. This advantage can protect A from the shocks of network bookshops and E-book, can keep A to develop with health, can help A build a more well-known brand. This article will be good reference for entity bookstores to make transformation. |
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