Research On Differentiated Marketing Strategy Of Entity Bookstore Based On 4C Theory

The book industry competes more and more fierce. The physical bookstore must maintain their previous advantages, meet the needs of market development, continue to meet the consumers’ demand and launch differentiated marketing guided by 4C theory to let itself out of the predicament and develop.This article is based on 4C theory and studies the physical book marketing from the perspective of the differentiation. First, this article analyses the physical bookstore’s situation from its current situation of marketing, and the problems of the physical book marketing exists now two aspects at length in the aspects of 4C.Second, it analyses the context,feasibility,necessity and principles of the physical bookstore’s differentiated marketing. Again, based on the real bookstore 4C theory differentiated marketing analysis. Finally, it puts forward the corresponding countermeasures and suggestions which are based on the 4C theory and from consumer strategy, cost strategy, convenience strategy and communication strategy.